Why Content Marketing ROI is Back to Front

Why Content Marketing ROI is Back to Front

The Content Marketing Institute released the 2016 Content Marketing Benchmark, Budgets, and Trends for Australia report a few days ago, and I’ve been stewing over exactly what these numbers mean for the local industry. As Joe Pulizzi’s initial wrap-up points out, there are some interesting … [Read more...]

Tommy Walls and the Native Advertising Caper

Tommy Walls and the Native Advertising Caper

The GI Joe comic book is probably the best known case study of a brand partnering with a comic publisher for content marketing. First published in 1982, the popular Marvel comic was part of a deliberate marketing strategy by toy manufacturer Hasbro to help relaunch the line of action figures. But GI … [Read more...]

When is an expert not an expert?

When is an expert not an expert?

Today, everyone seems to be an expert. There's so much (warning: buzzword incoming) 'thought leadership' around, it becomes extremely hard to determine who really knows their stuff, and who is merely parroting information and insight researched from Google. There is too much content out there … [Read more...]

Is Content Marketing Lost in Translation?

Is Content Marketing Lost in Translation?

One theme that cropped up again and again at this year's Sydney Content Marketing World was how marketers need to understand their audience—even before they become customers. So far, so much common sense. Yet we can all name thousands of examples where what should be common sense is overlooked in … [Read more...]

Post Dating: Is your content timeless or dated?

Post Dating: Is your content timeless or dated?

Joe Pulizzi sparked a bit of a discussion on Facebook yesterday when he confessed that he regularly ignores blog posts that aren't dated. Many commenters agreed, but some argued that removing the date from blog posts dramatically increased search traffic. So who's right? Does dating your posts … [Read more...]