23 May, 2017
We take a look at just how Prudential has dominated a traditionally difficult commercial landscape with courageous, customer-focused content.
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?
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.
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.
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 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.
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.
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.
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.
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.
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.
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.
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.
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.
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
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.
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.
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.
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.
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?
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.
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.
11 August, 2016
Marketing maven Louise Kelly explains why understanding how your target audiences feels is more important than what they think.
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.
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?
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.
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.
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.
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.
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.
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…
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?
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.
25 September, 2015
Humans are visual creatures, wired to respond to pictures before words, so choosing strong images is essential in the online world.
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?
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.
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?
27 August, 2015
What does dancing in the dark have to do with good content marketing? Well, quite a lot, actually.
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?
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.
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.
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.
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...
21 July, 2015
Haters, trolls, flamers beware! Your mean tweet could cost you a lot more than you realise.
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'?
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.
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.
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.
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.
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.
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.