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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Launch Marketing Council Episode 3: Launching in the technology sector

Our multi-part video series, Ready to Launch, is focused on unlocking the secrets of launching brands, products and services by exploring real-life examples from Australia’s marketing elite. The series is being produced as part of the Launch Marketing Council initiative by CMO in conjunction with independent agency, Five by Five Global.

More Videos

NetSuite started out as a cloud-based provider of Enterprise Resource Planning software or as NetSuite solution provider, which companies...

talalyousaf

NetSuite to acquire Bronto's digital marketing platform for US$200m

Read more

Thanks for sharing this post, its really good information I get through this blog.CDPO Online Exam Training

Infosectrain01

3 ways Booking.com is improving its B2B marketing game

Read more

Time is of the essence, especially for customer service teams. With chatbots, you can interact and assist customers at a larger scale, al...

Jai

Triple-digit customer database growth, personalised engagement become reality for Stone & Wood

Read more

Hey Emilie - great read, and I particularly liked the section on the pressure of having brand purpose/Gen Z spending habits. It's great t...

Chris Thomas

Have customers really changed? - Marketing edge - CMO Australia

Read more

Extremely informative. One should definitely go through the blog in order to know different aspects of the Retail Business and retail Tec...

Sheetal Kamble

SAP retail chief: Why more retailers need to harness data differently

Read more

Blog Posts

The ultimate battle: brand vs retailer

At the beginning every brand is pure. Every founder with a dream cherishes the brand like a newborn. But very soon that newborn goes out into the big wide world.

Simon Porter

Managing director, Havas Commerce

How the CMO can get the board on the customer’s side

For some CMOs, it’s easy to feel alone in the undying quest to better serve the customer. At times, it feels like the marketing department and the boards are speaking a different language, with one side trying to serve the customer, and the other side more focused on the shareholders and financials.

Jeff Cooper

CMO and board, Business Excellence Australia

The Secret Ingredients of a CX-Led Company Culture

When I talk to organisations around the world about their customer experience strategy, it is often the CMOs and their marketing teams who take the lead. They’re keen to improve the ways they attract and engage customers, and they want to understand the technologies that can help them make their customer experience truly outstanding.

Steven van Belleghem

Author, CX expert

Sign in