Why a Tight Agency Brief is so Powerful and How to Write One

In my mid 20s, I was poached from my corporate automotive job by one of my agency account directors and into his team to lead the launch of a well-known telecommunications brand into the Australian...

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March 1, 2021

Why You Need to Focus On the Middle of the Funnel Right Now

Now more than ever, as organisations large and small grapple with the repercussions of the pandemic and economic recession, the pressure is on to boost sales leads and new business activity. As a...

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October 29, 2020

The Art and Science of Telling Better Customer Stories

Storytelling in marketing is such a buzzword, that even saying it’s a buzzword seems passé, but when it comes to customer case studies, storytelling really is the name of the game.

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May 22, 2020

Marketing’s Job in Times Of Crisis, Pandemics and Other Catastrophes

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May 18, 2020

Customer Journey Mapping: the most valuable investment you’ll make

Today, more brands are recognising the importance of investing in customer experience, and with good reason. There are numerous studies which link strong customer experience with increased loyalty,...

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March 27, 2020

The Ins & Outs of Content Pillars: Part 2

In Part One of our blog series on content pillars, we explained what they are and why they’re so important, covering off ideas such as authority building and streamlining the content planning...

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December 16, 2019

What does Google’s Bert Update Mean for Content Marketing?

As far as updates go, Google’s newest, Bert (Bidirectional Encoder Representations from Transformers, to be exact) is quantum in scale. Predicted to impact up to 10% of ALL searches and already...

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October 28, 2019

How to Use the 9 Keyword Styles in Your Copy

That's right, nine! As search has evolved so has keyword use. Below, we have outlined the different types of keywords along with their strengths and weaknesses. 

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October 11, 2019

The Ins & Outs of Content Pillars: Part 1

To be successful in content marketing, you need to be clear on your purpose and the messages you’re trying to convey, otherwise you won’t get the cut-through in today’s cluttered content landscape....

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October 11, 2019

How to create quality content at scale

Producing high-quality content consistently is hard. It takes time, a fair degree of effort, and a crystal-clear vision of what you’re aiming to achieve.

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August 15, 2019

Marketing metrics every B2B organisation should track

A recent LinkedIn post on the difficulty of marketing metrics in B2B got me thinking. In our work with clients (many of them B2Bs), measuring marketing activity is critical. Not just because we need...

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June 17, 2019

4 steps to creating a detailed buyer persona

Have you ever been in a situation where you've poured all your resources into creating content that didn't attract a single prospect/client? We know that sucks. From our experience, the number one...

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May 30, 2019

Top 5 Skills Predicted for Marketers in 2025

Recently, Marketo surveyed 700 Marketing Executives and CEOs across Australia and New Zealand for their predictions on the future of marketing skills and technology in 2025.

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February 25, 2019

How to create customer-centric content that sells

Updated: September 2019

Almost half of your customers view 3 to 5 pieces of content before engaging with a sales rep and 70% prefer to learn about new products through content over advertising....

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October 26, 2018

How to Leverage Personalisation For Growth

In the age of the customer, our efforts to prioritise personalisation is critical to the success of our marketing. And while personalisation can be a multi-faceted matrix, it doesn’t have to be...

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October 24, 2018

How To Use Customer Journey Mapping To Grow Sales

Transcript: Today I want to talk about the topic of customer journey mapping. It comes up a lot, but less focusing on what actually is it and how is it important in terms of informing content...

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October 16, 2018

What's More Important, an Analytical or Creative Marketer?

Transcript: A question that comes up again and again is what’s more important, an analytical marketer or a creative marketer? And I don’t think it’s that simple.

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October 12, 2018

How To Find The Right ROI Metrics By Leveraging Data

Transcript: We did a video or vlog recently about the difference between an analytical marketer and a creative marketer and thought it was worth touching more deeply on the analytics piece of data. ...

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October 3, 2018

How Brands Can Use Content Personalisation

Transcript: Today I want to talk about content personalisation, and by personalisation, I don’t mean “Dear First_Name”, I mean really understanding the audiences we have and tailoring the messaging...

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September 24, 2018

Re-Purposing Content: 3 Case Study Examples


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August 28, 2018

Why Every Marketer Should Re-purpose Content

Struggling to create new content for your marketing strategy? It's time we talk about content re-purposing and the importance of doing that piece of work early in your planning phase.  

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August 21, 2018

Analytical vs Creative Marketing: The Balance For Driving Growth.

CMOs need more than one string to their bow

According to findings from the recruiting firm Spencer Stuart, after 42 months the average Chief Marketing Officer (CMO) will be out of a job. The reasons...

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July 17, 2018

Change Management for Content Marketing

Transcript: Today we’re going to talk about change management and the importance of that, in developing content strategies and actually rolling out content strategies.

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June 29, 2018

TSM @ the B2B Marketing Leaders Forum

As part of our partnership with the B2B Marketing Leaders Forum, we spoke to countless marketers over the two day conference and ran a content strategy workshop on day three.   

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May 23, 2018

Top take-outs from the 2018 Research: Content Marketing in Australia

Every year Content Marketing Institute (CMI) conduct research on the state of content marketing, with a customised version especially for us Aussies. The full report came out last week, and we issued...

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November 22, 2017

We are all in the audience business: wrap up from Content Marketing World 2017


First published by ADMA

There’s a reason they call it Content Marketing World. Three days packed to the brim with lessons, stories and inspiration for the 4,000 brand and agency side marketers...

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September 24, 2017

How Organisations Achieve Growth Through Alignment

Growth is one of the key goals of any successful business. However, growth can often bring its own challenges. As a company expands, it will inevitably become more and more complex, and if...

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April 15, 2017

How CMOs Can Drive Disruptive Growth

The necessity of all enterprise level businesses to drive the disruptive growth agenda and generate new value is a given, but how this is achieved and who leads the charge is up for the taking.

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February 14, 2017

What Is Digital Marketing Strategy, and Why Do You Need It?

It's not a lack of great content, the quality of the product, or the talent of the people working at a brand that holds businesses back today. It's the absence of a well-thought-out strategy that...

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November 24, 2016

4 Lead Generation Mistakes Your Website Is Making

More businesses think their lead generation strategy is not successful (21%) than very successful (13%), according to the Lead Generation Strategy research summary report by Ascend2. If you're...

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November 19, 2016

Why Does Your Brand Need Customer Journey Mapping?

Emerging technologies make it possible to create positive touchpoints through all customer interactions with a brand, yet many businesses don't pay attention to how this applies in digital. With ...

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November 12, 2016

3 Tips to Improve Your Native Advertising Campaigns

The world of advertising is shifting to ads that have the same look and sentiment as the content a user is already consuming, marketing messages that seamlessly blend in with the user experience so...

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October 28, 2016

4 Automation Campaigns To Accelerate Your Revenue

With the rise of marketing automation technologies and the increasing availability of data to inform decisions, marketers need to be thinking about the best way to use this data and the...

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July 3, 2016

How To Maximise Your LinkedIn Profile and Presence

You might not think that LinkedIn’s new(ish) tool - The Social Selling Index (SSI) - is relevant to you if you’re not in sales but not so! It’s all about building relevant connections, engagement...

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June 14, 2016

3 Ways To Grow An Audience With Content Marketing

So you've decided to embark on your content marketing journey; you've invested in identifying your personas, built out a content calendar, and have begun to create a range of written, visual and...

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May 17, 2016

3 Ways To Align Sales & Marketing (For The Greater Good)


The battle between sales and marketing is a old one, and while the tables keep turning, it’s the customer who’s left in the wings and the organisation who bears the scars.

Despite a shared goal...

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February 22, 2016

Marketing automation: what, how and why?

“Dear Mr Smith, we have been informed that you are now deceased… Please pay your bill as soon as possible.” This is the type of disaster that came out of early computer automated letters from...

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November 15, 2015

Smart lessons from the CMO Summit

It was a schedule like no other. Three days packed full to the brim with keynotes, panel discussions, roundtables and one-on-one meetings – all executed to military precision in the sunny Gold...

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August 25, 2015

Why you shouldn’t bet everything on AdWords

In this digital age the consumer is in control. With content and research readily available, 70% of the buying process is now complete by the time a prospect is ready to engage with sales. Just...

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September 11, 2014

Content Creation is a Waste of Time

So much focus is given to content marketing these days, that many businesses are crumbling under the pressure of creating more and more content in an effort to get noticed and build awareness....

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June 1, 2014
May 12, 2014

What can Shakespeare teach us about branding?

I came across a copy of Romeo and Juliet recently and it occurred to me that even in Shakespeare’s day, the impact of a brand was very much alive.

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April 3, 2014

Marketing Is Not Advertising. Here's Why.

What is Marketing? It’s a question I’ve heard countless times – and that’s just from those brave enough to ask (many others just quietly wonder). What on earth is marketing?  Well, I’d like to start...

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March 22, 2014