Engineers Australia partners with Mahlab on content marketing strategy

Australia’s largest engineering organisation scraps their in-house communications strategy in favour of a content marketing agency

After almost 40 years of running its communications in-house, Engineers Australia (EA) has put its content marketing strategy into the hands of content agency, Mahlab Media.

Joining the ever-increasing trend of organisations upping the ante and outsourcing their content marketing needs, Mahlab Media is set to develop an integrated content strategy for EA that includes the re-launch of Engineers Australia’s monthly member magazine and significant investment in new digital channels and content.

“At a time of ever-increasing challenge for all professional associations to demonstrate their continuing relevance to members, we have adopted a new set of strategic priorities and a fresh vision for our professional association,” said Engineers Australia CEO, Stephen Durkin.

“With Mahlab Media as our new content partner, we are confident of achieving that vision.”

Mahlab Media won the contract after a competitive pitch process, including a full review of Engineers Australia’s current structure to identify opportunities for growth and efficiency.

The agency claimed the new partnership is set to build the world's largest engineering-focused content marketing program, which will cater for the organisation's 100,000+ members.

“Our ambition for Engineers Australia is to produce outstanding content that delivers on Engineers Australia’s strategic objectives and helps them grow,” said Mahlab Media managing director, Bobbi Mahlab.

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

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Is your content marketing missing the mark?

Does it ever seem like the content you create falls flat on its face or that the leads you’re generating aren’t worth following up?

Dan Ratner

managing director, uberbrand

​ Creating a purpose-driven brand

So you want to be a brand with purpose. But what does it actually mean to build a brand with real meaning?

Paul Chappell

Partner and managing director, Brand + Story

Customer experience crisis: Proactively mitigating the risk of broken promises

Last Friday, three weeks after United Airline’s spectacular customer experience disaster, customers received a letter from the company’s CEO, Oscar Munoz.

Very rarely have I come across views so true. There are so many gems in this article, reflective of reality, onec can read it again and a...

Shyam Mishra

ANZ digital chief: Tackle the ‘frozen middle’ of your organisation or face irrelevancy

Read more

STOP STEALING BUISNESS CLASS TOILETS from A380, new 787's and A330's!!!!Thats what you call customer experience ONE toilet for all Busine...

Joe

Qantas CMO: What it's taking to evolve our customer experience

Read more

Dare i suggest that a "CEO" role in a peak industry body like Think Brink is not really much of a leap from CMO because it is also a mark...

Sventana

CMO to CEO: Think Brick chief reveals what it takes to make the jump

Read more

Grate post, thanks for the post.No matter what your business is, if you do no not rank among the top most search results of Google, Yahoo...

Rahul

Image intelligence:10 must-see infographics for marketers

Read more

Thank you Shane Blandford for carrying my Smarketing vision into KM !

Peter Strohkorb

​CMO Interview: Why aligning sales and marketing drives innovation at Konica Minolta

Read more

Latest Podcast

More podcasts

Sign in