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
While approaching a customer in a shop and asking what you can help them with is Retail 101, how many of us actually enjoy being approached? Generally, you have to give the forced, fake smile and say, “Just browsing, thanks,” while screaming on the inside, “just leave me alone!” Maybe it’s just me?
Not a day passes by in the life of business executives where digital innovation or the prospect of disruption is not front of mind. This in turn, drives an unrelenting flow of questioning, discussion and strategy papers.
Unless you’ve been marketing under a rock, you’ll probably have questioned whether your media agencies are offering you transparency.
In Episode 10 of this new podcast series, BrandHook MD, Pip Stocks, talks with Country Road GM of brand and customer experience, Col Kennedy, about how brands enabling teams to support the customer no matter what they want to achieve is vital to the engagement equation.
Nice post Brad! very useful information. The retail stores are really mean for every brand I am agree with you. Now Online Service Market...
Srialto
The rise of online retail marketplaces and what they mean for brands
Minor correct Nadia, just wanted to clarify that the "Marketo consultants" that did this work, were actually Hoosh consultants
Fab Capodicasa
What it's taking for Edible Blooms to grow a stronger personalisation strategy
Im not surprise though, been in the industry for couple of years and I feel and see it with my tow eyes how eCommerce platforms innovated...
Jason Smith
Australia Post earmarks $20m for Australian ecommerce innovation investment
For marketers that are "going Agile" I recommend using Ravetree. It's a really powerful suite of tools for Agile project management, reso...
Janice Morgan
7 ways to run your marketing department like a software startup
Over the years very part of our lives has become technological. That’s why I am not surprised to see that Australian home loans are going...
GreatDayTo
Why Aussie Home Loans is embracing digital transformation