Janine Pares

Recent Posts

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

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

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

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

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