Association partners with Mahlab Media on a cross-platform content marketing program incorporating a central digital information portal and peer-to-peer discussion
The Australian Human Resources Institute (AHRI) has stepped up its content marketing efforts with a new digital portal that it hopes will create stronger ties across the professional community.
The association has partnered with content marketing agency, Mahlab Media, to launch a new Human Resources Media platform incorporating a central content portal, hrmonline.com.au, as well as weekly enewsletters, fortnightly video, social media channels and a revamped monthly print publication.
As part of the agreement, Mahlab will provide daily news updates, practical articles and peer interviews along with commentary from the industry. Another key feature is a peer-to-peer conversation portal that allows users to conduct online conversations using their LinkedIn profile.
According to the company, AHRI’s LinkedIn community exceeds 40,000 professionals.
In a statement, AHRI CEO, Lyn Goodear, said she hoped the site would become the number one destination for HR practitioners online for professional insights.
“We want our members to access relevant and up-to-the-minute content on their smartphones, tablets and computers 24 hours a day,” she said. “We also want it to provide a commercial platform for suppliers to reach our profession.”
Key measurements to gauge the success of the content program will be member retention and membership growth, an AHRI spokesperson said.
"This will be achieved by strengthening the overall perception of the value of AHRI membership, both from within the current membership and by reaching new audiences, through providing useful and intelligent content and showcasing AHRI’s achievements."
Mahlab Media managing director and founder, Bobbi Mahlab, said the two organisations have been working together on the cross-platform strategy since January and been in conversations for a year. She pointed out AHRI was one in a number of brands and organisations to be investing in own digital publishing assets, a trend increasingly being referred to as ‘brand journalism’.
Last month, Suncorp launched a similar digital content hub, Business Insurance Hub, and in April, ANZ launched its own online publication, Blue Notes, manned by its own newsroom and headed by respected journalist, Andrew Cornall.
L’Oreal’s Australian business is also ramping up investment into content marketing with and earlier this year launched a new site, M:Edition, providing beauty and fashion insights and tips from bloggers and brand ambassadors.
And caravan and motorhome components manufacturer, AL-KO, said its decision to launch its digital content portal, Without a Hitch, was about lifting brand awareness in the consumer market by providing more utility-based insights to caravan enthusiasts.
According to the recent Content Marketing Survey of Australia and New Zealand marketers and senior business executives conducted by Castleford, 93 per cent of organisations will either maintain or increase resources allocated to content marketing in the next year.
Read more of our in-depth insights into content marketing here.
Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu
Creating a strong company culture may sound like a daunting task, but it’s actually pretty straightforward. In fact, company culture is created in exactly the same fashion as a religion or democracy. Behaviours created from the organisation’s inception are reinforced over time by leadership, attracting like-minded people and eventually reaching critical mass to become an accepted ‘truth’.
The question I get asked most regularly these days is: ‘Do I need to rebuild my company’s systems on Blockchain?’ And the answer, every time, is ‘No, you’re asking the wrong question’.
Throughout my career, I have witnessed a litany of brand names that profess to have a unique customer value proposition (CVP). In reality, however, they’ve had little more than a ‘value proposition’: A simple list of benefits applied to a general audience.
In this bonus last episode of this new podcast series, BrandHook MD, Pip Stocks, talks with former ANZ group general manager of marketing, Louise Eyres, talks about the importance of thinking like a customer and using intuition to solve customer painpoints.
We supply petroleum product such as JP54, D2, D6, JET A1, Serious buyer should contact now for SCO in order to work with seller workable ...
Vico Peißker
ACCC releases Consumer Data Right draft framework for comment
What is your opinion about chatbots serving your customers? My belief is bots are going to be the future of customer service and fulfilme...
Giridhar Prathap Reddy
NAB taps power of AI chatbots for business customer service
Thanks for writing about chatbots. Definitely bots have the exciting future when it comes to customer engagement, transactional and conve...
Giridhar Prathap Reddy
Deloitte TMT Predictions: AR and mobile crucial for marketing success in 2018
Hi there! Thanks for this interesting article! I love to read about new technology and software that makes our lives easier. I'm looking ...
Julia Summer
Wartsila overhauls Web platforms to create ‘seamless’ brand experience across all devices
RE: Sales and marketing SLAs, often the choke point isn't the teams but them getting the data into the tools they want to use with the da...
Ed Fry
Why sales and marketing alignment is more important than ever