Content Collective 2015

The ad:tech Content Collective 2015 was created to give marketers the tools, strategies and actionable insight to evolve their businesses and create better and more effective content marketers. The 2015 Content Collective event will give marketers an understanding of the most effective tactics to utilize, along with the best platforms to use across a single day program comprised of keynotes, discussion panels and fireside chats that will allow participants to network and share their knowledge with marketing...
Intelligent Online Marketing Content – Avoid Over-Selling And Repelling

Intelligent Online Marketing Content – Avoid Over-Selling And Repelling

Whether you’re a sole trader or large-scale enterprise, newsletters, blogs, articles and other less intrusive forms of communication are highly beneficial marketing tools. These mostly online information channels not only provide the chance to engage, enlighten and entertain your target audience, but also add brand firepower to your business and its offerings. “Blogging is a communications mechanism handed to us by the long tail of the internet.” (Tom Foremski, blogger) Balance Is Critical To Online Marketing Content An online presence is essential to just about every business in today’s ‘all-things digital’ marketplace. Few would argue that leveraging the many online marketing mediums often nurtures a steady flow of new and unexpected business opportunities. Yet it’s as much about maintaining a healthy balance of discretion vs. direct selling in your online marketing content, as it is about consistently using these digital channels. “Your top of the funnel content must be intellectually divorced from your product but emotionally wed to it.” (Joe Chernov, Hubspot) As Is A Sense Of Addressing Reader Needs Obviously the purpose of online marketing content is to sell your brand. But most readers don’t want to feel submerged in ‘all about you’ data, particularly when it’s solely focused on winning their business. They’re far more likely to feel optimistic towards your business and its offerings if you’ve left them feeling informed and possibly even amused. Learn and understand what the common needs are within your target audience, and keep on subtly addressing them via your marketing tools. Blogs, Newsletters And Articles Are Highly Effective This is where blogs, newsletters and other intermittent online communications can play a pivotal...

NET-WORK-PLAY

From the big names in broadcasting, technology, and top­-end production companies, to content creatives and innovative startups, NET-WORK-PLAY connects you with the best minds in the factual content creation and content delivery industries today. NET-WORK-PLAY is presented by AIDC Ltd, a 27 year old peak organisation for the factual film and television industries. AIDC’s annual events have a strong reputation for bringing the Australian and international factual content industry together for an extensive conference program and marketplace. Leading up to the 2015 event the direction of the event is changing to stay current in an era of media convergence, with a focus on content, technology and entrepreneurship. AIDC defines ‘content’ as television and streaming product, with an emphasis on documentary, specialist factual, factual entertainment and unscripted programs. AIDC’s 2015 event is called...
Problogger: The Visual Blog – Donna Moritz

Problogger: The Visual Blog – Donna Moritz

Donna Moritz is a social media strategist and visual marketing specialist based in Queensland, Australia. She’s passionate about word of mouth marketing and content strategy and she loves visual social media. Her blog, Socially Sorted, won the Best Australian Business Blog for 2014, and she is a regular contributor for some of the biggest business and social media websites in the world, including Social Media Examiner and Entrepreneur Online. Visual Connectivity According to Moritz, human beings are hardwired to engage with images from the moment we are born. We’ve been doing this for centuries: right back to when the Egyptians hand carved hieroglyphs onto the walls of the pyramids to tell their stories. So, naturally, we engage with them much faster than written content; it takes us just 13 milliseconds to process an image. This means that we make decisions, based on visual content, very quickly. And the social media stats prove it: Facebook has 350 million photos uploaded daily; a Tweet that includes an image is twice as likely to be retweeted as one without; and people using Pinterest are 15 times more likely to buy a product than Facebook users. Blogging and Visual Content Mortiz tells us that, as bloggers, we all need to be creating visual content that lives on our blogs. After all, as the saying goes, “Don’t build your castle on the shifting sands of social media. Build it on the strong foundations of your blog.” Moritz encourages bloggers to think of visual content as the Tardis of their blog (as in the Dr Who Tardis – it looks small from the outside, but underneath...
An Interview with Tim Washer: Taking Your Content From Boring to Found

An Interview with Tim Washer: Taking Your Content From Boring to Found

Earlier this year, Tim Washer gave an inspiring address at Content Marketing World in Sydney. It gave hope to all corporate, cubicle-bound B2B marketers: it really is OK to add a dash of humour to your storytelling. Today, we bring you a round up of Washer’s speech, but first, an interview with the man himself. Tim Washer is a Webby-nominated producer, event emcee and social media keynote speaker. He served a vice president of IPG’s NFO Interactive division, and as head of social video for IBM where he helped to launch the Smarter Planet campaign. Today, he is the Social Media Senior Manager at Cisco System. His comedy credits include Last Week Tonight with John Oliver, Conan O’Brien, SNL and The Onion Sports Network. Tim’s work has been featured in Ad Age, ADWEEK, FastCompany, and The New York Times. An Interview with Tim Washer 1. How has the value of content changed over the last 10 years? For content, not much has changed in the last 10 years except that in February 2004, ‘The Facebook’ was launched. Then in April 2005, the first video was uploaded to YouTube. The modern day marketer now has to think like a TV Network executive, and focus on developing programming that will captivate viewers. My hope is that we’ll return to the golden era of branded content. Deep down inside, we all long for more classic industrial musicals, like GE appliance’s “I’ve Got a Wide Range of Features.” 2. What is the most important factor for content marketing success? Content should compel the audience to take the next step. It might simply be...

SEO 101: Google Ranking Factors for 2014

SEO is still going strong – many had predicted it to be dead over the last 18 months, notably with the advent of Social & Online Reputation and the diminishing value of links into Google’s algorithm. Truth is that 2014 still sees a major need for page and website optimisation in order to rank well. What should be your focus in 2014? Albeit it had been said numerous times SEO is a thing of the past, it actually is not the case. Yes, websites can rank with little to no on-page optimization but if you are aiming at that sweet first ranking spot, brush off your skills and focus on what works in 2014¹: a combination of technical brilliance, incredible content, top notch usability and first class branding. Technical brilliance: Your website must load in less than three seconds. If it’s too slow, your visitors will click away. If it’s way too slow, your online visibility will suffer. Search Engines will not display your website on their first page if they know its catastrophic loading time frustrates users. Test your website loading time² from different locations and see for yourself. Slow loading times are usually triggered by too many blocking JavaScripts or large files – your web developer will be able to tackle those. You need a responsive design – so your pages are perfectly visible on any support (phone, tablet). No need for a dedicated mobile website anymore (which solves potential issues of having multiple websites to update or to promote). Incredible content: Write around your business and be the expert in your industry! Bring insights, take a...
Are You a Rule Breaker? Content Marketing’s 80-20 Rule

Are You a Rule Breaker? Content Marketing’s 80-20 Rule

According to a number of social media commentators, there’s a storm (in a teacup) brewing about the 80-20 rule of content marketing. (For those of you that don’t know what content marketing is, here it is in a nutshell: it’s all about creating compelling, informative and entertaining content, tailored to meet the needs of your audience. Think blog posts, online articles and the like. What you are reading right this very minute constitutes content marketing. Also, check out our previous article What Is Content Marketing? for a quick refresher.) Derek Halpern of Social Triggers sparked the debate with this article. According to him, marketers should spend 20% of their precious time creating content and the remaining 80% distributing that content. “It’s smarter to find another 10,000 people to consume what you’ve already created as opposed to creating more. Or, in other words, create content 20% of the time. Spend the other 80% of the time promoting what you created,” Halpern contends. There is some truth to what Halpern has to say. What’s the point in spending the same amount of time creating ten blog posts – each read by 1,000 people – when you can create one blog post, and have it read by 10,000 people? That’s an extra 9,000 pairs of eyeballs. Makes sense, doesn’t it? But then, Mark Schaefer weighed in. He’s not so convinced about the whole 80-20 rule. In fact, he went so far as to call it a myth. According to Mr Schaefer, we all need to do the sums. If you compose two blog posts a week, spending perhaps six hours writing this...
Top 10 Marketing.com.au Articles From 2013

Top 10 Marketing.com.au Articles From 2013

Here at Marketing.com.au, we believe that before we can commit to New Year’s resolutions and plan for the year ahead, we must take stock of the year that was. In this spirit of reflection, we thought we would take a look at the most popular articles of 2013. So, just in case you missed them, we’ve put together a summary of the 10 most popular articles of 2013. Unlike every flashback sit-com episode ever compiled, our 2013 retrospective is sure to educate, inform or, at the very least, entertain. 7 Free Marketing Budget Templates Not only did this little gem of an article include seven ready-to-download marketing budget templates, it also provided some valuable introductory information on compiling marketing budgets. Our article ran through what a marketing budget actually is, why every company needs one, and how to compile one. Read more: http://marketing.com.au/7-free-marketing-budget-templates Australian Social Media Statistics 2012 vs 2013 Based on David Cowling’s website, SocialMediaNews.com.au, this article explored the changing landscape of Australian social media. Most notably, the statistics indicated that the number of active Australian social media users had increased by 14% in the twelve months since July 2012. Facebook and YouTube were still the favourite platforms for Aussies, with Instagram experiencing a 68% usage increase, Tumblr had a 52% usage increase, and LinkedIn had a 27% increase. Read more: http://marketing.com.au/australian-social-media-statistics-2012-vs-2013 27 Ways To Improve Your Content Content is King. Or so the marketing world told us in 2013. This article included 27 ways to make your content king among kings. These tips ranged from making content scannable and using a conversational tone, to using keywords, anecdotes...
How to Spend Your Marketing Budget in 2014

How to Spend Your Marketing Budget in 2014

So, we’ve reviewed our predictions for 2013, and now it’s time to look ahead to what the future might hold. While we don’t have a crystal ball, we can still posit an educated guess about what year ahead holds for the world of marketing and your marketing budget in 2014. Our number one prediction: if you take note of our predictions below, and integrate even some of them into your marketing plan for the year ahead, you will be on the right path to marketing success. Happy integrating! Content is (Still) King According to the experts, 2014 will be all about customised content (even more so than 2013). Content marketing shot onto the marketing stage this year. A recent study estimated that 27 million pieces of content are shared each and every day. Almost 50% of companies already have a content marketing strategy in place. Clearly, this is something on which you want to capitalise. The solution is not as simple as doubling your status updates on Facebook though. You need to be producing high-quality, engaging content that educates, informs or entertains your audience. You need content that is able to whistle a happy song above the ‘white noise’ of all the other marketing guff in the marketplace. B2B Content There is no one definition of high-quality content. But, for B2B companies, the most effective type of content tends to be case studies that demonstrate successful outcomes. Businesses want practically implementable insights to improve their own operations. B2C Content For B2C companies, you need to show your audience what’s in it for them. Prove that there is value in...