We all know that content marketing can bring significant success to a business, but alas, that’s only the start of the story. In recent years, numerous brands have tried to crack the “branded content” code, but not many have got it right. Surprisingly so, even marketing agencies struggle to produce high quality content that yields positive ROI. If I get a penny for every time I come across some "content marketing" work produced by my peers..
Read More![The Business of Blogging [Slides]](https://images.squarespace-cdn.com/content/v1/53f5f47ee4b0cab4a7fe7df0/1546761749007-DGJXNTESGWQVJHO9ZWU5/Screen+Shot+2019-01-06+at+7.01.51+pm.png)
This week I guest-spoke (guest-speak-ed?) at a staff training session in Melbourne, talking about blogging. It's actually very tough for a business, even with the best intentions, to keep an initiative like that going for the long run - especially when you want to get all employees involved in content development. If you want to get serious about content marketing, you've got to make it a marathon not a 100m dash.
Read MoreOk, what is marketing anyway?
At the end of the day, marketing to me isn’t about “opening up dialogues” or “journeying” or “harnessing the power of community” or “story telling” or whichever clichés that are in vogue right about now.
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So it’s that time of the year again, when a new version of the iPhone is released and met with much excitement. Diehard fans happily line up to get their hands on the magic phone before everyone else. In Adelaide, Australia, long lines form outside the stores, despite the drizzling rain that has kept the temperature at 4 degrees Celcius.
Read MoreThe Ice Bucket Challenge, Robin Williams, Ferguson, Gangnam Style, The Harlem Shake. Every few months or so, a topic makes the headlines, gets the attention of virtually everybody and spreads like wildfire. For marketers (and anyone out there who wants attention), these topics are a gold mine. Here's the chance to capitalise on a major story, to newsjack and piggyback on the success of something that's already going viral. I call this the "too-soon" marketing.
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The lesson of brand consistency that a Melbourne church has taught me.
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