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Nenad Senic is group editor at Slovenian content marketing agency Poslovni Mediji and the European editor of Chief Content Officer magazine. He’s one of Europe’s top content marketing minds and an expert in how to use print effectively. When the Content Marketing Institute’s Australian 2017 Benchmarks report came out recently and revealed 39 per cent of us are still using prin ...
View Larger Image Brand Newsroom 125: Is attack ever the best form of marketing? Is attack marketing ever a good idea? Does launching into your competitor — or perhaps a politician or someone you disagree with — ever work for a brand? James, Nic and Sarah take a close look at where attack marketing wins and where it fails.
It has become more and more obvious to me that traditional media strategies miss out on how powerful true branded content can be when it is designed to create an emotional connection first and provide information and awareness second. Done the right way, the result is brand loyalty. To explain this, I have a case study of two videos you may have seen lately.
The gang has gathered for a special BONUS edition of Brand Newsroom to discuss the Content Marketing Institute’s Benchmarks, Budgets and Trends Report for Australia for 2018. Brand Newsroom is a marketing podcast for anyone who has a say in how companies are communicating — covering marketing, content marketing, public relations, media, branding and advertising.
Two-fifths of all content marketing done in Australia is done by a small team — often by an individual — within an organisation. According to the Content Marketing Institute’s 2018 Budgets, Benchmarks and Trends Report for Australia, 42 per cent of content marketing is conducted under those conditions.
Podcasting is becoming more popular. Anyone can create one, but how do you ensure you’re successful? What is podcasting best practice? James, Nic and Sarah are joined by business development manager at Melbourne-based BE Media Productions — and host of the BE Podcasting podcast — Chris Ashmore. Brand Newsroom is a podcast for anyone who has a say in how companies are communi ...
Just when you thought it was safe to go back to your paleo pear and banana bread, the WA Police released their ‘Goodbye Graffiti’ video and once again turned the spotlight on bad video production. It’s like they watched the Game Changers video and wondered how they could make something even more cringe-worthy.
If I’m not at Lush HQ working with the creative geniuses we have on the team, I’ll be working with companies on all things strategy and leadership. I have had the privilege and horror of working with all kinds of leaders and I’ve witnessed some breathtaking, awe-inspiring and beautiful leadership moments and I’ve seen, undergone and survived some complete train wrecks.
James, Nic and Sarah each share the three best lessons they’ve learned during their long careers in the media and marketing space. They share their tips on management, writing skills, audience, marketing, media, public relations and more. Brand Newsroom is a marketing podcast for anyone who has a say in how companies are communicating — covering marketing, content marketing, ...
OK, straight up, let me get this out there — this is not how you tackle the tough interview: In all my 25 years in the media, I’ve seen some unusual responses to tough or direct questions, but this response from Australian politician Tony Abbott was the most bizarre by a long shot. But, don’t worry; this blog isn’t about Tony Abbott’s extraordinary behaviour.
I bet you’ve heard that purple is a regal colour, red is a warning and blue is calming. These statements are repeated often but are they even true? While there may be some truth to these colour associations, it’s much too simplified. How we react and feel about colour is a mix of our personal experiences, our expectations, how we individually see colour with our eyes, and cont ...
James and Nic are joined by a good friend of the podcast, storyteller, writer and marketer Jonathan Crossfield, to talk about authenticity. Specifically, they’re talking about how brands achieve authenticity and the paradox that involves. Brand Newsroom is a podcast for anyone who has a say in how companies are communicating — covering marketing, content marketing, public rel ...
Content marketing is dead, or at least that’s what the popular advertising press in Australia would have you think. Last week Isentia announced they were exiting the content marketing business, just two years after negotiating a colossal $48 million purchase price for King Content and three months after dumping the King Content brand. I say good riddance.
Putting the weight of your brand behind a social cause is a potentially treacherous decision. You’re linking your brand’s reputation to a potentially divisive idea and that can have repercussions — people are really fond of a boycott. These past couple of months Australia has been holding a referendum on the issue of same-sex marriage (or, as those of us on my side of the deba ...
It’s our first ever Brand Newsroom Facebook Live Stream event and, unfortunately, we had some sound quality issues. So we apologise for the awkward audio. But please bear with us, because the content is fantastic. James, Nic and Sarah were joined in the studio by Edith Cowan University senior lecturer Dr Helen Cripps and her marketing students Lydia Barley, Luke Beattie, and N ...
We can no longer be passive consumers of the news. The media in the major civilised western democracies — notably, countries with a free press — is becoming more fractured, polarised and unreliable. So much so that the term “fake news” was invented — and then quickly coopted to mean “news I don’t like”.
One of the things I loved most about journalism was talking to people about their greatest passion in life — whether it was cars or nuclear physics or the lifecycle of lacewing butterflies. Even when the topic seems boring, a person’s passion rubs off on you. I once spent 40 minutes talking to a guy who had spent 25 years writing for Britain’s top quarrying magazine.
Cor Hospes is a bestselling author of books on content marketing and storytelling. He joins James and Sarah for a chat about how B2B brands can tell sexier stories. Cor is the founder of Netherlands-based Merkjournalisten, he’s a well-known international speaker, consultant and trainer, and he helps companies create stories worth sharing. Cor’s big message? B2B doesn’t have to be “unsexy”.