Content Marketing Tactics

Digital Marketing

Inside the Business Australia COVID pivot

When COVID-19 hit, Business Australia was days away from launching its planned ‘In the business of better’ messaging, forcing it to drop the planned campaign and instead prioritise business support and survival as the country went into lockdown.

Digital Marketing

Interview: Cracking the digital video code for brands

With more than 100 hours of video uploaded to YouTube every minute, ensuring that even a short film can capture an audience’s attention is no easy task. But when you’ve been making short films for more than 25 years, there are a few tricks you pick up along the way.

Digital Marketing

How to use Ebooks to improve your content marketing strategy

"Thin" online content, such as low-quality guest blog posts, is out this year, thanks to the various Google algorithm updates of the past few years. Experts suggest that in 2015 and beyond, it will be all about "fat" content -- such as ebooks.

Digital Marketing

5 predictions on content marketing trends and strategy in 2015

For many, 2014 is heralded as the year of content marketing. Increasing swathes of brands ramped up their investment into owned media, launching everything from media partnerships (GE, for example) to their own newsrooms. We asked marketers and content marketing consultancies to comment on the year that was for content marketing, as well as their predictions and investment plans in 2015.

Digital Marketing

6 ways marketers are using technology in content marketing

Content marketing isn’t just about crafting a clever yarn or funny video for your website. It requires a strategic approach to the type and amount of content you plan to produce, as well as a clear distribution path and metrics to understand the success of your efforts.

Social Media

How Dark Social is affecting your content marketing strategy

Publishers have always known social media likes and shares does not paint a complete picture of how their content is being passed along. Social sharing and search has never been able to entirely account for the number of visitors they receive via deep links.

Digital Marketing

Demonstrating marketing ROI: Ezidebit's automation journey

Demonstrating marketing’s direct revenue contribution is the ‘holy grail’ for CMOs today. Scaling customer acquisition and retention activity without increasing headcount is also pretty up there on the Richter scale.

Featured Whitepapers

State of the CMO 2020

CMO’s State of the CMO is an annual industry research initiative aimed at understanding how ...

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Latest Videos

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It's an interesting direction, and fair play that they've backed what their service differentiator in the market is. It's a bit clunky bi...

Jeff

Versa launches bot-activated website

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Algorithms that can make sense of unstructured data is the future. It's great to see experts in the field getting together to discuss AI.

Sumit Takim

In pictures: Harnessing AI for customer engagement - CMO roundtable Melbourne

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Real digital transformation requires reshaping the way the business create value for customers. Achieving this requires that organization...

ravi H

10 lessons Telstra has learnt through its T22 transformation

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Lillian Juliet

How Winedirect has lifted customer recency, frequency and value with a digital overhaul

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Having an effective Point of Sale system implemented in your retail store can streamline the transactions and data management activities....

Sheetal Kamble

​Jurlique’s move to mobile POS set to enhance customer experience

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Blog Posts

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

You’re doing it wrong: Emotion doesn’t mean emotional

If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.

Zac Martin

Senior planner, Ogilvy Melbourne

Why does brand execution often kill creativity?

The launch of a new brand, or indeed a rebrand, is a transformation to be greeted with fanfare. So why is it that once the brand has launched, the brand execution phase can also be the moment at which you kill its creativity?

Rich Curtis

CEO, FutureBrand A/NZ

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