Blockbuster marketing: swap entertainment for expertise
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Where Hollywood and finance meet
6 December, 2018
In part two of our blockbuster marketing series, LinkedIn tells how finance brands can adjust Hollywood’s franchise formula and make it their own.
6 MINUTE READ
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Take Hollywood’s lead
4 December, 2018
There's a reason Disney is killing it in the entertainment industry. LinkedIn tells how finance brands can achieve blockbuster marketing success.
5 MINUTE READ
Master the art of the influencer marketing campaign
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It's not what you know
15 November, 2018
Editor and Founder of Husskie, an influencer-focused lifestyle publication, explains how to execute and reap the rewards of an influencer campaign, drawing on some notable mishaps.
5 MINUTE READ
Are Bumble and Tinder the answer to millennial marketing?
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Method to the madness
11 October, 2018
Given Tinder has an estimated 50 million users globally and Bumble has 27 million, a Tinder or Bumble campaign isn’t such a crazy idea. We look at the brands swiping for success.
3 MINUTE READ
What Spotify and your spit have in common
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The sound of your DNA
4 October, 2018
What’s in it for Spotify partnering with Ancestry.com? For starters, it’s another step in Spotify’s quest to personalise content – and a great learning for finance brands.
4 MINUTE READ
WHich peer to peer insurance models will survive
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And where others have fallen
25 September, 2018
Peer-to-peer insurance sounds brilliant in theory but the collapse of Guevara and others shows you need to get the market and the message right.
3 MINUTE READ
Finance brands must act now or say bye bye bye to millennials
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Bring purpose back
18 September, 2018
Millennials increasingly believe business is driven by self-interest. And they’re not happy about it. Rebuild trust or see them walk out that door.
4 MINUTE READ
Lemonade the ultimate insurance marketing case study
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Forget what you know
6 September, 2018
What other insurance marketing material leads with the headline ‘We suck sometimes’? From product through to marketing messages, Lemonade is one of a kind.
6 MINUTE READ
OUr pick of the 2018 Webby Award winners
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Drumroll please
24 July, 2018
The Webby Award winners have been announced! But what separates them from the pack, and what lessons can we learn from their unique approach to content?
5 MINUTE READ
Cashing in on end of financial year content
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Lessons for next EOFY
12 July, 2018
End of the financial year is an obvious time to push out some content – but look at three brands doing it in a not-so-obvious way.
3 MINUTE READ
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Immortalising the brand
14 June, 2018
The marketing campaign for Deadpool 2 has been impossible to miss. So much so that you may not even realise you've seen it.
4 MINUTE READ
AMP and the royal commission rebuilding reputation
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Actions to take
13 June, 2018
Public affairs straight-shooter, Stuart Barton shares his views on the actions AMP needs to take to recover the reputation of the brand.
7 MINUTE READ
AMP and the royal commission
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Damage control
7 June, 2018
AMP and the banking royal commission: How does a brand come back from that? Two content experts share their perspectives on how AMP can win back trust.
7 MINUTE READ
Tic Toc time is up for traditional home loans
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Satisfying the need for speed
12 April, 2018
From 22 days to 22 minutes, Tic:Toc threw out the traditional home loan process and started again, satisfying droves of customers in the process.
4 MINUTE READ
Banks beware the unexpected threat in the shadows
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Hiding in plain sight
5 April, 2018
With their eyes firmly on their fintech rivals, banks could soon be caught off guard by the likes of Amazon and Facebook.
4 MINUTE READ
site structure 5 steps to a better ranking
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Create a clear path for crawlers
3 April, 2018
Your site structure and Google ranking are critically intertwined. We explain why and how to get it right.
4 MINUTE READ
Taking a human approach to CX
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Don’t ignore this trend
20 March, 2018
What does it take for a finance brand to position themselves as fundamental to their customers’ lives? According to CX experts, the answer is a human touch.
4 MINUTE READ
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Balancing global and local
15 March, 2018
Santander’s brand and corporate marketing director, Enrique Arribas reveals their global and local brand strategy and discusses future trends and challenges for finance marketers.
5 MINUTE READ
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The digital talent gap
13 March, 2018
As finance brands jostle to make the switch to digital they’re faced with a new challenge, finding the talent necessary to achieve digital growth.
4 MINUTE READ
Experiential marketing: rethinking the banking experience
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Captivate your customers
1 February, 2018
Pushed to demonstrate ingenuity and innovation beyond their four walls – experiential marketing is set to be the savior for traditional banks.
3 MINUTE READ
Google AMP: What it takes to achieve faster page load times
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Is it worth it?
30 January, 2018
The average load time for Google AMP pages is less than one second, compared to 20 seconds for mobile responsive websites. But there's more for finance brands to consider than mobile load times.
4 MINUTE READ
5 US banks nailing personalised customer service
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Data masters
9 January, 2018
Say bye-bye to old-school mass marketing. Personalised customer service is here and it’s built on big data.
5 MINUTE READ
Striking the balance with a push pull strategy
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It's never one or the other
2 January, 2018
In the vertical of financial services, it’s not a case of push vs pull. Content alone as a pull strategy will not convert traffic to sales.
4 MINUTE READ
Are banks capable of true brand partnerships?
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Be more than a cheque book
7 December, 2017
Partnerships can give exponential benefits – so why aren’t more financial institutions buddying up with other brands?
4 MINUTE READ
Why financial services is the most difficult industry to market
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Rock and a hard place
5 December, 2017
Marketing financial services can feel like you’re rolling a boulder up a mountain, in concrete boots. Here's how marketers can win the fight for creative.
5 MINUTE READ
Financial literacy: the educated customer is king
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Building bricks of good customers
23 November, 2017
BRICKX CEO, Anthony Millet explains why a lack of financial literacy is preventing finance brands from gaining better, long-term customers.
5 MINUTE READ
officeworks amplification
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Blog with business-wide support
16 November, 2017
Officeworks provides more than just office products and tools, as content marketing manager Jamie Doyle explains.
4 MINUTE READ
The BRICKX story
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Finance brands take note
14 November, 2017
BRICKX CEO, Anthony Millet talks about building consumer trust and credibility when you’re a one-year-old fintech or an established finance brand.
5 MINUTE READ
6 ways AMP is nailing it at financial content marketing
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Life goals, not product
7 November, 2017
AMP realised their customers don’t think in terms of needing products, but about achieving their life goals – so they shaped their content accordingly.
5 MINUTE READ
What ti means to be a true thought leader in finance
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A buzzword dissected
26 October, 2017
We revisit what thought leadership is (and isn’t) and present 7 examples of finance brands who have nailed it.
5 MINUTE READ
AdWords to boost your financial content
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An experiment pays off
19 October, 2017
We experimented using AdWords to distribute and promote our content and achieved our highest ever click-through rate.
6 MINUTE READ
LinkedIn Pulse vs Medium: which is better for your finance brand?
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We help you decide
28 September, 2017
Considering duplicating your content on either LinkedIn Pulse or Medium? These questions will help you decide your best plan of attack.
4 MINUTE READ
UX: Perpetual leads in the asset management industry
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Winning on the web
26 September, 2017
We researched leading Australian asset managers and found that Perpetual's website had the longest visit durations, most pages viewed per visit, and lowest bounce rate in the industry. Here’s why.
3 MINUTE READ
How finance brands can master YouTube
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Shake the status quo
21 September, 2017
Google's banking industry manager, Natalie Invernizzi works with brands on YouTube every day. She talks strategy and shares how finance brands can access the top 5% of YouTube content.
6 MINUTE READ
Whirlpool forums: should finance brands have a presence?
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700,000+ users
12 September, 2017
After almost 20 years, the Whirlpool forums have close to 800,000 members. We look at how a brand might have a presence within the Finance threads.
5 MINUTE READ
5 ways finance brands can use Quora to their advantage
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Dedication reaps rewards
31 August, 2017
As of April this year, Quora has a staggering average of 190 million monthly users. We explore how financial services marketers can reap the benefits.
4 MINUTE READ
Big data should finance brands toe the line
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Big data or Big Brother?
15 August, 2017
When using data to preempt your customers’ needs, is there such a thing as too much information? We weigh up the benefits for customers and brands.
5 MINUTE READ
How finance brands can leverage content with Outbrain
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The key to results
3 August, 2017
Outbrain’s head of amplify platform for APAC shares tips to get your content in front of the right people.
4 MINUTE READ
Amplification and distribution lessons for finance brands
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From those who’ve nailed it
18 July, 2017
Executive creative director of The Dubs, Tristan Fawley, talks content distribution, testing, measurement and what’s worked for our clients.
6 MINUTE READ
3 mistakes financial content marketers make with inbound marketing
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And how to avoid them
22 June, 2017
We asked Hubspot to share the three biggest mistakes financial content marketers make with inbound marketing.
3 MINUTE READ
Financial brands need to re-think the gamer myths
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Connect with massive audiences
20 June, 2017
St.George Bank saw past the gaming stereotypes and seized the opportunity to get in front of a 16 million-strong audience.
5 MINUTE READ
How Aberdeen wins with owned and paid
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Amplification is essential
15 June, 2017
James Whiteman, head of investment communications at Aberdeen shares some key learnings from their award-winning blog.
5 MINUTE READ
7 tips to maximise your Adwords campaigns
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Avoid costly mistakes
8 June, 2017
When it comes to your Adwords campaign, there are seven ways you can maximise impact and avoid common and costly mistakes.
5 MINUTE READ
How Prudential conquered content marketing
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And took home the gold
23 May, 2017
We take a look at just how Prudential has dominated a traditionally difficult commercial landscape with courageous, customer-focused content.
5 MINUTE READ
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Customer-focused banking
16 May, 2017
The UK is in the midst of a challenger banking revolution: As the dust settles, which brands are showing signs of success?
5 MINUTE READ
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Finance brands take note
2 May, 2017
The financial services industry is investing heavily in new technology and innovation across a host of platforms, but there's plenty of work left to do.
5 MINUTE READ
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Proving it's worth the investment
21 February, 2017
Demonstrating ROI is a big concern for content marketers. Here's how to argue the case for value and get your budget signed off.
5 MINUTE READ
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Slackers no more
9 February, 2017
With the spotlight shining ever-brighter on Millenial money, marketers seem to have overlooked a significant portion of potential customers - Generation X.
3 MINUTE READ
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The Pros and Cons
3 January, 2017
Until recently, Facebook Messenger was a way to exchange private messages among friends. However that is changing as brands and publishers infiltrate your messages with the help of Messenger Bots.
3 MINUTE READ
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Show people how to make money
8 December, 2016
Publishing stories and making connections through social media may seem counterintuitive for financial institutions but they are essential to remaining relevant and competitive.
3 MINUTE READ
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How to fit product into stories
6 December, 2016
Anyone crafting brand content has been hit with two demands that make them want to tear their hair out: “Make the logo bigger” and “Write about the product”. The thing is - your audience probably doesn’t care.
5 MINUTE READ
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Slicing and dicing
28 November, 2016
You’ve got the budget which is great news, then the reality of deciding what to do with it sets in. There are a few lenses you can use that will shine a light on how the money is best spent.
3 MINUTE READ
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How to deliver value
28 November, 2016
Knowing how to manage a campaign budget can look like an art form but it should be rooted in science. Today’s business world demands it.
2 MINUTE READ
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Everyone wants a piece of the pie
17 November, 2016
In the first of three articles, Sarah Dunning, NSW Chair of the Australian Marketing Institute, offers this advice for staying in control of the budget when everyone wants a chunk of the money.
2 MINUTE READ
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Shiny machines with broken cogs?
1 November, 2016
Authenticity is one of those buzzwords that’s easy to spout but hard to execute. The Dubs Susi Jenkinson offers some starting points for creating something so real you can touch it.
3 MINUTE READ
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Cliffhanger content marketing
25 October, 2016
Digital lore has long-dictated that shorter is better. But this is increasingly not the case. We take a look at the backlash against brevity and the rise of serialised content, which is finally discovering with TV has always known.
5 MINUTE READ
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How to silence the naysayers
19 October, 2016
If you’re a content marketer in the finance sector, Glenn Mitchell, is about to give you a shoulder to cry on. He understands what it’s like to be at an executive meeting and see a tumbleweed roll past after you’ve passionately presented your case.
5 MINUTE READ
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An insider tells
18 October, 2016
The Dubs grilled Lindsey Hoad, BT Financial’s Group Senior Manager, Consumer Marketing Strategy and Channel Development and asked her to retrace her steps in implementing the finance brand’s first major content strategy, GetMoving.
5 MINUTE READ
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15 essentials for using video in your content marketing
15 September, 2016
So you want to add video to your content marketing mix? Here are some basics you need to know before you get ready for your close up.
2 MINUTE READ
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Advertising's new battleground
13 September, 2016
What is influencer marketing and who is getting it right? More genuine and organic than celebrity endorsement, it harnesses both these qualities to captivate audience targets.
3 MINUTE READ
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It’s a Snap(chat)
6 September, 2016
With more than 200 million-plus users around the world, the Snapchat app demands any organisation seeking a youth market learns its rules of engagement.
3 MINUTE READ
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TV advertising turns 75
30 August, 2016
The mourners may have been gathering at the bedside for several years, but TV advertising is not dead – it’s just going to become more audience friendly.
5 MINUTE READ
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Moving pictures: The new Golden Age
23 August, 2016
The power and reach of online video can no longer be denied, but why is this medium so powerful and who is actually doing it well?
3 MINUTE READ
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Here are their pain points
18 August, 2016
Want to use content marketing to reach Millennials? Then you need to know they don’t have it as easy as you might think, with many facing an uncertain future.
5 MINUTE READ
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The new age of storytelling
16 August, 2016
There’s no better time to consider adding video to your marketing mix. Here are 5 steps to get you started.
3 MINUTE READ
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Get smart
11 August, 2016
Marketing maven Louise Kelly explains why understanding how your target audiences feels is more important than what they think.
5 MINUTE READ
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Our favourite brand flicks
9 August, 2016
These five content marketing stories reveal the high standards to which the rest of us are now being held.
7 MINUTE READ
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6 simple tips
4 August, 2016
You’ve done the hard work, put in the hours of research to ensure your content is the best it can be and your blog post is now ready to go live. Or is it?
5 MINUTE READ
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I am not a narcissist!
2 August, 2016
Rhiannon Tuntevski, Cure Brain Cancer’s National Campaigns and Partnerships Executive, is sick of being labelled a lazy narcissist and has a message for marketers trying to flog their wares to Gen Y – get a purpose.
5 MINUTE READ
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Bad day at the office?
28 July, 2016
Happiness has become a buzzword in content marketing. But how are you supposed to sell it if you can’t even find the bloody thing? Having a bad day – or year – at the salt mines? These five podcasts can help. And – if that doesn’t work – see number three.
7 MINUTE READ
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Measure for measure
18 July, 2016
Does the number of followers you have actually impact your bottom line? How do you assign value to your social media presence? We take a look at some of the metrics that can help you answer these questions.
5 MINUTE READ
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Eyeballs vs $ signs
15 July, 2016
The attention economy is the beating heart of content marketing – pivoting on the ability to land eyeball time without asking for a cent in return for an experience or information. And Pokemon Go has nailed it.
3 MINUTE READ
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A LinkedIn insider tells
11 July, 2016
Not sure how to get the most out of your sponsored content? LinkedIn's Sarah demystifies the process of getting the most out of your next campaign.
5 MINUTE READ
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Content marketing 101
29 June, 2016
Want to tell better stories? Screenwriter Allen Palmer says the key to reaching audiences is to acknowledge that life is hard and life is shitty…
5 MINUTE READ
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So far
27 June, 2016
Content marketing is an increasingly important part of every marketer’s toolkit. So how are we looking as we approach the midway point of the year?
3 MINUTE READ
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And the winner is...
19 November, 2015
We take a look at the most ingenious Internet conceptions of 2015 and examine how - and why - they epitomise the digital age.
7 MINUTE READ
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Content marketing 101
25 September, 2015
Humans are visual creatures, wired to respond to pictures before words, so choosing strong images is essential in the online world.
5 MINUTE READ
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Viral marketing
11 September, 2015
She's as notorious for her vitriolic criticisms and online feuds as she is for her music, but is Azealia Banks a Twitter troll or a marketing genius?
5 MINUTE READ
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Social media
10 September, 2015
An afternoon with Jon Ronson at Sydney’s Festival of Dangerous Ideas highlighted how widespread a phenomenon social media shaming has become.
3 MINUTE READ
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And be like Walter White
3 September, 2015
In a society that encourages innovation and creativity, why are so many big businesses still playing it safe when it comes to digital marketing?
MINUTE READ
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No lights, no lycra
27 August, 2015
What does dancing in the dark have to do with good content marketing? Well, quite a lot, actually.
3 MINUTE READ
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Long live the watercooler
20 August, 2015
The advent of on-demand telly is changing our viewing habits. Or is it? Will we always want to gather round "the watercooler" and talk TV?
3 MINUTE READ
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Blame your primal brain
20 August, 2015
Can’t stop scrolling through your Facebook feed? Wasting precious hours that should be spent working, exercising, sleeping…? It’s not your fault.
3 MINUTE READ
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Gen Y, your time is now
12 August, 2015
There’s a lot that marketers can learn from the millennial mindset. And, contrary to popular opinion, we’re really not that hard to understand.
3 MINUTE READ
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No, the other one
4 August, 2015
When you say “content”, are you devaluing somebody’s article, video or design? Are you reducing it to a commodity? Maybe we need to rethink the lingo.
5 MINUTE READ
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And was never supposed to be
29 July, 2015
If you're going down the path of content marketing, if you're truly committed - it pays to remind yourself what the beast looks and sounds like. So you don't get led astray...
5 MINUTE READ
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Talk is cheap
21 July, 2015
Haters, trolls, flamers beware! Your mean tweet could cost you a lot more than you realise.
3 MINUTE READ
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The face of everything
16 July, 2015
She's online, she's on billboards, she's in brochures and shop windows from Singapore to Sydney. So what's the story on this woman they call 'The Overexposed Stock Image Model'?
5 MINUTE READ
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How to be a hero
7 July, 2015
Now that brand publishing is common place - what's next? Becoming a hero brand broadcaster, that's what. And it's a tough nut to crack. But worth it.
5 MINUTE READ
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According to a stock model
1 July, 2015
The Shutterstock library is an eclectic, often questionable mix of over 55,000,000 images. We find out what makes a photo sell, first hand.
5 MINUTE READ
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What's fair pay?
29 June, 2015
With more and more freelance writers in the market, writers' fees are increasingly easy to beat down. But in the end you'll pay for it in ways you'd much rather avoid.
7 MINUTE READ
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Cats in sinks
22 June, 2015
Cats are not only awesome and cute, but their popularity can teach us lots about irresistible content. And yes, a crazy cat lady wrote this, but it's still true.
3 MINUTE READ
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You get what you pay for
17 June, 2015
As our intrepid writer discovers, there's a reason why some content (and some frocks) come cheap.
2 MINUTE READ
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The short form doco has arrived
5 June, 2015
Content marketing is evolving fast with almost every brand now an online publisher in some way. What's lifting some players above the pack is episodic shortform documentaries, and these examples in particular.
5 MINUTE READ