Who are the kings of Australian storytelling? NewsCred nominates brands coming up trumps. What do Australia Post and The Iconic have in common? Their content marketing efforts have been nominated as one of Australia’s best 20 in a list compiled by NewsCred. The content marketing platform has assembled a fine list of brands that it says create impactful stories that drive measurable business results. “These are the trail-blazers and the risk-takers, and we applaud them for producing world-class content marketing and reaping the rewards,” the report says. I’d argue a couple of the entries are s ..read more

A working guide for marketers looking to adopt a traditional newsroom approach when organising their content operations. The first time I worked in a newspaper newsroom was in winter 1992. Till then, I’d been a magazine writer and editor but needed extra cash to help pay the mortgage. Through a mate, I got a Saturday afternoon shift working with the sub-editing team at The Sun-Herald’s sports department in Sydney. On deadline, newspaper subbing is brutal work. It’s akin to “meatball surgery” – how Hawkeye Pierce described the “patch ’em, stitch ’em, dispatch ’em” method of operating on soldie ..read more

NewsCred’s first Australian manager wants to improve the state of content marketing in Australia. NewsCred is one of the biggest names in content marketing. Its enterprise technology is used by some of the world’s best-known companies. Founded in the US in 2008, it has hundreds of customers in more than 70 countries. Until recently, however, NewsCred had no colonies in the Asia-Pacific region. That changed when it dipped its toe into Japan. Then, in 2018, it opened operations in Australia. NewsCred didn’t need to look far to find someone to run its Australian outpost. Former English teacher E ..read more

Editor Greg Roughan explains how Castleford produces compelling content for its clients. Castleford editor Greg Roughan applies a particular “sniff test” to gauge the quality of content marketing. “If you can tell it’s content marketing, it’s probably not any good,” he says. “When you read something, you can just smell it was written by somebody who doesn’t really know what they’re talking about. They use tired old phrases … ‘read on to find out more’ sort of stuff. If it feels like content marketing, you’re probably not respecting your audience or your reader.” With offices in Sydney, Melbou ..read more

Valuable Content’s Sonja Jefferson on eight inspirational lessons from Romanian billion-dollar startup UiPath. Sometimes a chance encounter can change everything. Just a few short weeks back, I visited Romania for the very first time. Along with my friend Jon Burkhart, I was invited to talk at WeContent – the first content marketing conference in the country. As Jon and I took our seats on the Tarom Airlines flight from Heathrow to Bucharest, my overriding feeling was one of bubbling excitement. I love to travel, meet new people and share my enthusiasm for this valuable content thing. It quic ..read more

Tourism WA’s content head on the fusion of great stories, data and technology. When Tourism Western Australia’s content marketing manager Chris Amson isn’t dreaming up ways to entice people to go west, he’s thinking of the future. As well as looking to data and technology to tailor customer experiences, Amson believes marketers need to shift towards “emotive” and “progressive” storytelling. Brand Tales: What are the biggest mistakes large or small businesses make when it comes to producing or measuring their content efforts? Amson: One of the biggest challenges is spending time developing the ..read more

Businesses looking to encourage a creative environment need to engage in ‘perpetual innovation’, says corporate storyteller Carla Johnson. American marketing expert Carla Johnson has a ready gauge to determine how prepared companies are to be innovative, creative and promote fresh ideas to help their customers. “I think there are two kinds of companies,” Johnson says. “There are companies that innovate, which are very much B2B companies. They have an amazing product, amazing service or whatever it is. They focus on tweaking that, iterating that, making sure it’s the best product it can be. Th ..read more

Bupa’s former global head of content has set up a consultancy he hopes will reshape the meaning of content marketing. As a younger man, before his name became associated with Australia’s most celebrated content marketing initiative, Matt Allison dreamt of being a professional tennis player. “I obviously wasn’t good enough because I’m now a marketer,” he told Adam Fraser on the EchoJunction podcast. So, for a while, he became a tennis coach. As a strategist to his core, coach Allison would have known a lot about the concept of going on the counter-attack. When a player is deep behind the basel ..read more

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