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
The current global COVID-19 pandemic is resulting in unprecedented disruption to every aspect of our lives as marketing and brand professionals, from the ways we work, to how our organisations operate, and the way in which we acquire and engage customers. So we’ve drawn on our wonderful CMO50 alumni community to explore different aspects of the crisis facing all of us right now. In our first episode, we catch up with Telstra chief marketing officer, Jeremy Nicholas, on how he's helping the telco navigate the crisis and meet customer demand.
The current world pandemic, COVID-19, and its tragic effects has created different and challenging situations for nearly every business. Every business sector is affected differently, depending on the nature of what your place in the world, creating the most unique situation most of us have ever and will ever experience during our professional lives.
People whose personal details and experiences signal they come from racially diverse backgrounds are less likely than anglo or Caucasian candidates to make it through the first cut in recruitment processes. Even if the organisation says it values diversity.
The impact of coronavirus is far reaching with the true impact on the economy and businesses is unknown. While there are a few categories and brands experiencing growth, for the most part the crisis is wreaking havoc for large and small operators across many sectors including entertainment, tourism, retail, fitness, services and the list goes on.
Why these voice assistants are so popular nowadays? Maybe I should get one too? I am really curious.
Jill Kim
Aussie brands jump on voice-interaction bandwagon following Amazon Alexa's local launch
Your page is very helpful. Thank you for sharing with us
Eriona Ajvazi
10 brands making a positive difference to a world in crisis
Extremely insightful and well written. Thanks for the great article!
Nicole Brodie Nahum
Why COVID-19 makes it more important than ever to move at the speed of the consumer
Blockchain is one of the fastest growing technology in today's digital era. Industries like banking and finance are already using blockch...
Aniket Singh
Can blockchain deliver on its big advertising promises?
Great article Emma. So many gems in there. Awesome to have you in the team!
One Small Step Collective
Why COVID-19 makes it more important than ever to move at the speed of the consumer