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Content Marketing: Shape your online presence


Australian organisations that need to win search volume and grow brand awareness must build trust and authority online. Read how we do content marketing.

 

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Content Marketing: Shape your online presence


Australian organisations that need to win search volume and grow brand awareness must build trust and authority online. Read how we do content marketing.

 

How we make sense of it all

We operate in an environment of proliferation. 

Devices are proliferating, from the desktop to phones and tablets, to wearable tech and beyond. Distribution channels are evolving and growing just as rapidly. Facebook, itself only 10 years young, recently paid $18 billion for WhatsApp, dwarfing, for example, Google’s 2006 purchase of YouTube for $1.6 billion.

So how do Australian organisations plan for long-term content marketing success in such a volatile environment? Without wasting resources chasing the soon-to-be-obsolete 'next big thing'?

We must begin with content

Until we experience a radical revision of what it means to be human, we will continue to demand high quality content. At work and play, our devices and distribution channels will exist to serve this content.

A content-driven approach – a content strategy – means putting users first. It means aligning content creation with user needs and organisation goals. And it means delivering that content to the right user at the right time, via the right distribution channel, onto a device of their choosing.

And it means getting content marketing right at the beginning. Content scales – effortlessly. From five readers to five million, everything done right is magnified. So is everything done wrong.

Audit > Strategy > Execution > Evaluation

A rigorous process begins with the content audit. 

Before you can make any strategic decisions about

your content marketing you need to look at what you already have. Some of your content might be great, some of it not so. When content is audited and analysed, put into a spreadsheet and graphed, it's remarkable what you learn about your strengths and weaknesses. 

Post audit, the mix includes clarifying organisational goals, researching user needs, identifying keywords, creating editorial calendars (where content is organised by personas and stages of the buying cycle), content amplification via a mix of paid and social media, and then constant evaluation and refinement. 

Traditional still works

There's more to content marketing than keywords and viral social content: 

Public relations. The traditional media has been in the content creation game for a long time. These content creators do it better than most and if you can leverage them, via public relations, the reward is incredible ROI. 

In this age of social media and digital content, a well-crafted media release – written in the right way, for the right media outlet, with the right timing – can generate much-needed stimulus to drive end users to your content.

Plain English editing and copywriting. Content should always be created 'for' a persona but the principles of Plain English writing are universal – clarity, brevity and engagement. Each sentence should compel the user to read the next, and the next, right to the end of your document. 

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Communications ... meet Behaviour Change


Most Australian communication campaigns influence attitudes – but fail to change behaviours. Real change is hard. Learn more about the diverse skills required.

Communications ... meet Behaviour Change


Most Australian communication campaigns influence attitudes – but fail to change behaviours. Real change is hard. Learn more about the diverse skills required.

BEHAVIOURAL SCIENCE

INSIGHT

The peer-reviewed literature is conclusive: campaigns that simply raise awareness or change attitudes fail miserably at changing behaviours. 

Social psychology and behavioural economics provide:

  • Drivers of, and barriers to, behaviour change
  • Ways to design and deliver cost-effective campaigns that change behaviours.

COMMUNICATIONS 

EXECUTION

Implementation is key. Behavioural science know-how and leading edge strategies are an important first step, but they still depend almost entirely on the quality of the communications tools deployed. 
This means getting it right with copywriting, print and video production, web and app development, social media management and public relations campaigns. 

PROJECT MANAGEMENT

PROCESS

The moving parts in a behaviour change project start with focus groups, surveys and audience segmentation. They end with statistical analysis, visual representation of data and succinct reporting.

Along the way designers, developers, researchers, writers, editors and survey companies must be hired and managed. The devil is in the detail; experience counts. 

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Community Based Social Marketing: Deploy in Australia


CBSM is a complete system – methodologies and processes – for designing and delivering behaviour change programs. Learn more about executing in Australia.

Community Based Social Marketing: Deploy in Australia


CBSM is a complete system – methodologies and processes – for designing and delivering behaviour change programs. Learn more about executing in Australia.

When designing a behaviour change program, the array of choices is bewildering.

Resources exist to distil these choices, including a soon-to-be-released guide book we co-authored on behaviourally effective communications (link imminent). 

But the most widely deployed and field-tested environmental behaviour change system is Community Based Social Marketing (CBSM).

We've helped plan and deliver behaviour change projects in a range of fields, including: 

  • Invasive animals control
  • Wood smoke reduction
  • Organics recycling
  • Illegal dumping minimisation.

Our experience with CBSM means we're comfortable tweaking the process when necessary, but the system's strengths

are many, including its step-by-step process to design and implementation:

  • Selecting behaviours
  • Identifying barriers and benefits
  • Developing strategies
  • Piloting
  • Broad scale implementation and evaluation.

Why execution matters

The great variable with CBSM projects is the quality of implementation. Is the behaviour selection and tiering process sufficiently rigorous? Is benefits and barriers research quantitatively valid or merely based on gut calls? 

Can the team deliver graduate level expertise in research methods and statistics? Will the required communications materials be created and delivered competently?

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Strategy + Execution: Talk now


Need help planning or executing in Australia? Learn what we can do, on a small scale or large.

Strategy + Execution: Talk now


Need help planning or executing in Australia? Learn what we can do, on a small scale or large.

Looking for a five-minute chat about the best direction for your project? Or five months of communications and behaviour change support on a major campaign? We're here to talk (or email). 

We've worked on content marketing, CBSM and broader communications initiatives for organisations ranging from NSW EPA and Sustainability Victoria to National Australia Bank and Deloitte. 

Our work has spanned the gamut from copywriting and editing assignments to full-scale strategic planning and execution of long-term projects. 

CONTACT US NOW →