content-strategy

When it comes to superannuation content, do away with the painfully predictable image of grey nomads walking on the beach and take a different approach.

The marketing campaign for Deadpool 2 has been impossible to miss. So much so that you may not even realise you've seen it.

Public affairs straight-shooter, Stuart Barton shares his views on the actions AMP needs to take to recover the reputation of the brand.

We take inspiration from the UK finance brands creating innovative and effective content marketing.

Sniip is taking on BPAY by creating a disruptive influence on millennials’ bill payment habits, providing another way to fulfil the needs of customers.

There’s a surprising amount that finance brands can learn from viral Facebook videos.

Launched in July 2016 with a mission to make wealth management more accessible, UBS Unlimited has become the gold standard in finance content marketing. Here’s how they did it.

Federal Budget announcements affect every Australian, so we took a look at how the banks are using content to keep their customers up to date.

Vero promised an enticing experience of ad-free and algorithm-free feeds. We look at the attention it garnered and whether it delivered.

BetaShares co-founder and head of strategy and marketing, Ilan Israelstam tells why content marketing and automation are imperative to their growth and success.

If you want to produce a finance podcast that works, it pays to know who’s listening, where, and what they want to hear.

Valiant co-founder, Ritchie Cotton explains why there was a need for Valiant in the small business loans space.

Spriggy’s co-founders are on a mission to put an end to financial illiteracy in Australia using a unique app.

With their eyes firmly on their fintech rivals, banks could soon be caught off guard by the likes of Amazon and Facebook.

Your site structure and Google ranking are critically intertwined. We explain why and how to get it right.

The digitisation of financial services has brought with it convenience, and in 2018 machine learning promises even more in terms of security and advice.

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.

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.

We know where we stand on the cricket field but who’s ahead in the content marketing game?

Google competes with Snapchat, Instagram and Facebook’s Discover/Stories products with the unveiling of AMP Stories.

Driven by the likes of Glassdoor, the consumer demand for transparency means finance brands no longer need to hold their cards so close to their chest.

If you want your content to be shared, you need to tick lots of these boxes.

Copywriters are producing tailored, targeted marketing content at an astonishing rate. The catch, they’re not human.

Pushed to demonstrate ingenuity and innovation beyond their four walls – experiential marketing is set to be the savior for traditional banks.

We look at three impressive ideas that disprove the perception that finance brands need to play it safe and produce run-of-the-mill, boring content.

We look at how finance brands can boost their chances of being seen in customers’ Facebook feeds, without increasing social spend.

Fake news has reared its ugly head countless times and consumers are suspicious. So, how can finance brands avoid being tarred with the same brush?

When it comes to SEO, the goal posts are always changing. Here are 7 trends that finance brands need to adapt to in 2018.

Goodments’ CEO and co-founder, Tom Culver talks about the rise of conscious investing and how it’s changing the financial landscape.

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.

In a year alone, Instagram's daily active users jumped from 150 million to 500 million. We look at the finance brands capitalising on the rising popularity of the platform.

A new trend in micro-investing is creating an appetite among Millenials to invest. So, how can finance brands capture these customers now and in the future?

Which of the big social media players is leading the technology arms race, who's following the leader and who is the ultimate winner?

Partnerships can give exponential benefits – so why aren’t more financial institutions buddying up with other brands?

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.

Alibaba’s new tech-driven retail experiences scored them $25.3bn of Singles Day success. A great reminder for finance brands that experimenting with your offering can clearly pay off.

With Millenials set to inherit the wealth of their baby boomer parents, banks need to realise that their primary customer is changing, and respond accordingly.

Officeworks provides more than just office products and tools, as content marketing manager Jamie Doyle explains.

BRICKX CEO, Anthony Millet talks about building consumer trust and credibility when you’re a one-year-old fintech or an established finance brand.

AMP realised their customers don’t think in terms of needing products, but about achieving their life goals – so they shaped their content accordingly.

When it comes to engaging Millennials with banking, research shows assumptions have been made, and banks should consider changing their approach.

We revisit what thought leadership is (and isn’t) and present 7 examples of finance brands who have nailed it.

Alexa is precisely where many companies would like to be – right in your living room. Here's how finance brands can make the most of this opportunity.

A gated content strategy certainly has its worth, provided your content is as valuable to your customers as you think.

As a financial services marketer, if you’re aware of your requirements from the outset, content that is creative, and compliant, is attainable.

Bringing social and finance together in one place, WeChat is like no other app. In light of plans to expand into US and UK, finance brands need to find a way in.

The assessment of risk in the insurance industry is a complex and analytical process. Now, with the help of artificial intelligence, it could be as simple as snapping a selfie.

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.

It's predicted that drone powered solutions could soon be worth $6.8 billion in the insurance industry alone. We look at the benefits for the insurance brands whose drones are in full flight.

ING DIRECT, the original disruptor, talks about the future of banking and how content marketing can help ease the transition.

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.

A Searchmetrics' whitepaper has revealed some surprising insights into the key factors that influence where financial services brands rank on Google.

In the current state of housing unaffordability for first home buyers, banks need to rethink their marketing message if they want to be heard.

We explain how Google’s image search function works and share 5 ways finance brands can use images to grow traffic and brand visibility.

If superannuation brands want younger generations to actively engage and become advocates for the brand, they need to bring tech into the equation.

LinkedIn’s head of marketing ANZ, Ben Eatwell, shares what content works best for finance brands.

Outbrain’s head of amplify platform for APAC shares tips to get your content in front of the right people.

From fingerprint scanning to iris recognition, selfies to voice tracking, UK banks are embracing biometric security to improve their customer experience.

How Wikipedia works, and the options finance brands have to massage their page and maintain control of their brand.

Executive creative director of The Dubs, Tristan Fawley, talks content distribution, testing, measurement and what’s worked for our clients.

Social media is playing a greater role than ever in financial services – first, interactive chatbots, and now, even transferring money via Facebook.

Twitter's manager for financial brands, Maeve McArdle, lays down insider tips for content mastery on this ever-evolving platform.

We showcase insurance brands who are using gamification to achieve benefits for the business and their customers.

Facebook has signed a deal to double down on video content. Here’s why finance brands should sit up and take notice.

St.George Bank saw past the gaming stereotypes and seized the opportunity to get in front of a 16 million-strong audience.

James Whiteman, head of investment communications at Aberdeen shares some key learnings from their award-winning blog.

Personalised videos are no longer the stuff of science fiction. Nigel Lester from Pitney Bowes tells us how the tech can work for brands.

We spoke to Reddit to find out how finance brands can get even closer to consumers in their 270 million strong global community.

The marketing automation market is expected to be worth $16.06 billion by 2022, and for good reason - it's effective and it works fast.

If a 2016 report from Bank of America Merrill Lynch is to be believed, virtual reality could help financial brands strike up new conversations with customers.

We take a look at just how Prudential has dominated a traditionally difficult commercial landscape with courageous, customer-focused content.

Financial brands in the UK have traditionally been a little slower to embrace content marketing, compared to their trail-blazing US counterparts. But that's changing.

We talk to Leon Bombotas about Newsroom.ly, the content marketing tech platform he founded, and his mission to allow storytellers to easily measure content performance.

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.

Flipboard’s head of PR Christel van der Boom explains how the news aggregator reinvented itself using AI to drive personalisation and better UX.

NewsWhip content strategist Gabriele Boland reveals how to break through the digital noise on social media in an age where reaching and engaging your audience is becoming harder.

Taryn Williams, founder and CEO of TheRight.fit shares her tips for genuine and successful influencer marketing campaigns.

The rise of dark social creates new marketing opportunities for finance brands, and shouldn't be ignored.

Following his trip to SXSW, Teachers Mutual Bank’s Head of Digital, Gerard Smith, offers a glimpse into the future of how finance brands will increasingly use artificial intelligence.

When combined with real-time data, online video is a powerful storytelling medium that is expected to dominate all content consumed on the internet

In the third instalment of our content marketing smackdown series, we put online banks ING Direct Australia and ME Bank into the ring. Find out who comes out swinging.

Cheddar SVP Melissa Rosenthal reveals how the live-streaming startup is bringing sexy back to the finance sector.

Data Scientist is a business intelligence role that has seen its profile skyrocket - and businesses serious about content strategy are capitalising on their insights to predict and profit.

With innumerable pieces of content published online each day, companies can't longer afford to put generic fare in front of their audience. Enter the era of personalisation.

ANZ BlueNotes’ managing editor Andrew Cornell reveals what it takes to build a successful branded newsroom.

Demonstrating ROI is a big concern for content marketers. Here's how to argue the case for value and get your budget signed off.

We asked the Content Marketing Institute's Joe Pulizzi to weigh in on the increasingly blurred lines between content marketing and advertising agencies.

With the spotlight shining ever-brighter on Millenial money, marketers seem to have overlooked a significant portion of potential customers - Generation X.

Climate change is mobilising capital for green ventures, renewables and clean technology, but is green finance sustainable?

Many are wondering if and how the Trump administration's fiscal and trade policies will impact average Australians and their finances.

Less than two years after launching its publisher branded content arm, The Guardian has created a new way for advertisers to tap into the newspaper website’s native traffic.

Insurance companies and super funds become more cool and relevant as they embrace the mobile market with a host of new apps.

Up next in our Content Marketing Smackdown series are two newer players in the finance industry: NerdWallet and LendingTree.

VR is creating a much deeper connection between people and their finances, on a level that is both intuitive and immersive.

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.

In a prediction from Gartner, by 2018 20% of business content will be “authored by machines”. Is this really a tangible possibility or mere science fiction?

The term Big Data has been noise on the internet for years but, like many popular catchphrases, what it actually means to brands remains somewhat muddied. We clear the waters.

From Periscope and Meerkat to Snapchat and Facebook Live, how are live streaming apps being used by brands and users alike?

In an industry awash with evermore confusing terminology and acronyms, it’s hard to distinguish between just another buzzword and something that perhaps has a little more bite. So where does current favourite ‘growth hacking’ fit in?

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.

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.

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.

After years of minimal ad sales and few advertiser relationships, Reddit is now opening itself up and encouraging brands to target specific communities and start two-way discussions with its users.

Credit Suisse and UBS have both entered the content marketing arena. Glenn Mitchell unpacks their efforts and crowns the winner in the next phase of contention between the age-old rivals.

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.

Outbrain’s Head of Marketing APAC, Isabella Barbato, reveals the content marketing trends her organisation sees coming to fruition in 2017.

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.

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.

The BBC and soccer website Goal.com have swept the pool when it comes to most shared articles on social media this year. Here’s how these two very different brands have built their social media empires.

Interconnectivity has enormous implications for the banking end of town, and opportunities that could deliver greater security and bigger profits.

What is the magic viral content formula every publisher, brand or otherwise, wants to know? The Dubs Dalia Dakkak has the answer.

In 2009, four friends were making video content in a backyard. Now, they are the largest broadcast entity in the world. Where do you go from there? Onwards and upwards, apparently.

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.

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.

Which platforms are gaining – and waning – in importance in the increasingly complex social media ecosystem in 2017? Hint: Facebook is king!

Six hundred times more vast than the regular web, the dark web is best known as a haven for sinister activities, but does it have any legitimate business applications? Glenn Mitchell goes deep into the most nefarious regions of cyberspace to find out.

Dubs intern Caitlin is a stone’s throw from finishing her marketing degree, so we asked her to tell us if the dream matches the reality.

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?

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.

Marketing maven Louise Kelly explains why understanding how your target audiences feels is more important than what they think.

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?

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.

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.

The children of the baby boom at the birth of the 21st century are becoming old enough to vote, and that’s not the only way we will feel their influence.

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 veteran wordsmith unburdens himself of the terrible things he’s done in the name of selling people things they didn’t need. A dark night of the soul indeed.

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.

With big-name brands becoming the world’s biggest publishers, many are launching their own newsrooms. Here are five of the most valiant efforts in this arena.

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?

We cast our predictions as to what 2016 will bring in terms of technical revolutions for the content marketing world.

We take a look at the most ingenious Internet conceptions of 2015 and examine how - and why - they epitomise the digital age.

Humans are visual creatures, wired to respond to pictures before words, so choosing strong images is essential in the online world.

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?

An afternoon with Jon Ronson at Sydney’s Festival of Dangerous Ideas highlighted how widespread a phenomenon social media shaming has become.

It looks like Facebook wants to set up its own blogging platform. But why?

Our appetite for mildly entertaining yet pointless websites is insatiable. Is this indicative of the devolution of our species? Or merely the precursor to a new genre of art?

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?

Can’t stop scrolling through your Facebook feed? Wasting precious hours that should be spent working, exercising, sleeping…? It’s not your fault.

Music, books, film and television can survive the deregulation of the publishing industry without any loss of integrity. News, however, cannot. What will happen if serious journalism is superseded by blogging and social media?

Why haven't they created a realistic robot woman yet? What exactly is the hold up? We take a look at where robotics engineers have been focussing their attentions, and just how close they've come.

Do you frequently find yourself utterly discombobulated by the incomprehensibility of business-speak? Join the club. We take a look at why it doesn’t work and we’d all be better off talking like we’re having a beer with our mates down the pub.

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...

Despite the ever-increasing amount of high volume, low cost subscription-based platforms, music piracy is still rife. So why are we still making excuses to listen for free?

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'?

The Dubs' social media director Andrew Frith demonstrates the power of imagery by turning his passion for photography into an active online community.

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.

Is the long wait over? Is virtual reality here? It's certainly on the march, from Google's humble Cardboard to brave new offerings from Samsung, Sony and Microsoft... and it presents major opportunities for marketers.

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.

When it comes to buying really cool-looking, wickedly functioning new gadgets, let's not kid ourselves it's about need.

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.

Given online gaming is such a massive market globally you'd think marketers would be all over it. No so! We take a look at what's going on in this space and dispel some myths about who gamers are.

When it's business as usual I reckon that's a good sign it's time to get your sneakers on and RUN FORREST RUN!

Katy Perry is President and 'Beliebers' are overtaking the human race. The end is nigh!

The Google-backed software gives little away in terms of its functionality or accessibility, but the mystery is all too enticing.

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.