Archives

27.1.15

The church’s loss is content marketing’s gain

By Kath Walters

Sydney content marketing agency, Filtered Media, must qualify for the prize: Most Unlikely Start.

In 2007, IT editor Mark Jones explained to his boss, Glenn Burge, then the editor of The Australian Financial Review, that he had enrolled in “bible college” – Tabor College in the Sydney suburb of Miranda.

“What does that mean?” Burge asked.   Read More

 
27.1.15

Sage insights about courage from a baby bird

Courage is the king of qualities. Actually, the Greek philosopher, Aristotle, put only one other (honour) above it. He said: “You will never do anything in this world without courage. It is the greatest quality of the mind next to honour.”

In the fields where I play – media relations, content marketing and journalism – courage is one of the vital elements for success.

Read more.

 
27.1.15

Content marketing without a strategy is an act of philanthropy

By Kath Walters

Compared to buying space for advertisements in media mastheads, content marketing is an incredibly cheap way of getting your message to the people who matter to you. For less money, you get way more value, too, because as consumers, we never really like being “sold to” anyway.

But content marketing isn’t free. And the bar is getting higher – as more brands adopt content marketing, quality and quantity is increasing (yay!). You need writers, editors, subeditors, production staff, technology, and IT geeks, and someone to control all that stuff. Or, alternatively, a content-marketing agency.

Of course, the more resources you invest in your CM program, the better your content will be … with one exception.  Read More

 
21.1.15

Leading women in content marketing

By Kath Walters

Women are among the leading lights of the emerging field of content marketing, says Sarah Mitchell, a former journalist, who is one among those women.

Mitchell, the head of content strategy at Perth agency Lush Digital Media, can instantly produce a list of 16 women she follows who are “at the top of their game”, including seven in Australia [see list at the end of this story].

Mitchell, an American who moved with her husband to Australia in 2002, was an early adopter of content as a marketing tool.  Read More

 
21.1.15

Help fix content marketing in 2015

By Kath Walters

Like a train without brakes, content marketing is on the brink of careering out of control.

I don’t want to rain on your parade. In principle, everything about content marketing is good.

The job of content marketers is to inform, entertain and engage customers and potential customers. Today, consumers are just too sophisticated and informed for old-style marketing with its inane messages.

Read more.

 

 
21.1.15

Take off your invisibility cloak: The art of self-promotion

By Kath Walters

Remember Harry Potter’s invisibility cloak? It was a magical garment that rendered whatever it covered invisible. Well I reckon all women are born with one, and our job is to get out from under it.

Building your profile – in the media and elsewhere – is an essential leadership skill. We cannot become leaders if no one is aware of our abilities and experience. We need to be comfortable with self-promotion.

Read more.