articles tagged 'content marketing'

Content marketing is no panacea, but you might be

  • Voices
  • January 25, 2018
  • Vincent Heeringa
Content marketing is no panacea, but you might be

Vincent Heeringa takes a look at the state of content marketing and how its management determines its effectiveness.

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99 expands its client offering with its own Newsroom

  • Advertising
  • November 2, 2016
  • Erin McKenzie
99 expands its client offering with its own Newsroom

In recent years, we've seen media organisations take advertising services in-house, with TVNZ Blacksand and NZME's CreateMe, and now 99 is taking on the work of journalists, by launching an offering called Newsroom, which will see it create editorial content marketing for its clients with a writer and editor. We talk to managing director Paul Manning about how the agency is taking on media organisations.

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Share this: 59 percent of your content marketing is wasted

  • Opinion
  • July 13, 2016
  • Vincent Heeringa
Share this: 59 percent of your content marketing is wasted

Narrative's Vincent Heeringa on why shares, clicks and likes are bad yardsticks for marketers and how social sharing is the equivalent of casual sex.

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Social scoreboard

Zavy and StopPress have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media

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Beyond the Page 2018
Beyond the Page 2018
In conjunction with the MPA, the Beyond the Page series shows how some of the ...
Insight Creative
Insight Creative
Insight Creative specialises in shaping business stories out the core insights that often lie under ...
Beneath the Surface
Beneath the Surface
In this series, brought to you by Microsoft, we talk to a conceptual photographer, illustrator ...
20/20 (tele)vision
20/20 (tele)vision
Media consumption is changing. But by how much?
The Hot List
The Hot List
Our rundown of the hottest shows, brands and creators in New Zealand media. 1. magazine ...
Cannes Lions 2017
Cannes Lions 2017
All the winners, the shortlists and the drama from this year's edition of advertising biggest ...
Merger Mania
Merger Mania
All our stories on the nation's two failed mergers in one place
Bauer Beyond the Page
Bauer Beyond the Page
When it comes to creating branded content, there are few better in the Kiwi market ...
The Indies
The Indies
Over the course of this series of articles, we look at how always-nimble indy agencies ...
AdRoll on automation
AdRoll on automation
Marketing automation is tipped to eventually become the only way advertising is traded in the ...
Game Changers
Game Changers
It’s all about PEOPLE. Join us as we discuss global insights, ideas and innovations from ...
TVNZ-NZ Marketing Awards 2015
TVNZ-NZ Marketing Awards 2015
Celebrating all the winners of the 2015 TVNZ-NZ Marketing Awards.
Future Tense
Future Tense
In a new series, StopPress talks to a range of newsmakers currently trying to shine ...
Beyond the Page
Beyond the Page
In conjunction with the MPA, the Beyond the Page series shows how some of the ...
Up Country
Up Country
In conjunction with News Works, the Up Country series talks with some of New Zealand's ...
Sounding off
Sounding off
As part of a content partnership with MediaWorks, we've asked a few of the company's ...
StopPress Podcasts
StopPress Podcasts
We sit down for a chat with industry leaders to find out what they're up ...

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Chorus embraces print as it tells its story

  • Advertising
  • May 31, 2016
  • Holly Bagge
Chorus embraces print as it tells its story

In what might seem an unusual approach for a company rolling out Ultra Fast Broadband (UFB) across New Zealand, Chorus has included a print element in its latest campaign.

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Spark and NZME aim to help out the little guys in latest multimedia branded content project

  • Media
  • March 24, 2016
  • Holly Bagge
Spark and NZME aim to help out the little guys in latest multimedia branded content project

In today’s multi-channel climate, brands need to be very shrewd about how they get through to their audience. Traditional advertising just ain’t cutting as much mustard as it once did, particularly with the young’uns. Spark has recognised this, and following on from its last collaboration with NZME, which focused on what life might be like in 2025, it’s again enlisted the publisher to bring a second piece of content marketing to life, this time targeted at small business owners.

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voices

Look out Netflix, here comes Nike

  • PopPress
  • January 28, 2016
  • StopPress Team
Look out Netflix, here comes Nike

Nike has gone the content marketing route by creating an original web series to get more women into fitness (and buying its shoes).

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A raisin d’etre? Industry heavyweights discuss cash for content

  • Media
  • November 6, 2015
  • Megan Clark
A raisin d’etre? Industry heavyweights discuss cash for content

At the recent CAANZ session ‘Who’s buying? The future of content commercialisation in NZ’, several industry commentators weighed in on whether John Oliver was right when he describer native advertising as the raisins in a cookie. Here's a rundown of what Metro's Simon Wilson, The Spinoff's Duncan Greive, MediaWorks' Alana O'Neill, Fairfax's Ellen Read and former Herald editor-in-chief Tim Murphy had to say.

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Those who tell the stories can change the world

  • Media
  • October 29, 2015
  • Claudia Batten
Those who tell the stories can change the world

Claudia Batten is currently on the Better by Design Study Tour in the US along with a number of other Kiwi overachievers and she says the success of Contently—and the attitude of its founder Shane Snow—shows that marketing now needs to come from a place of integrity and sincerity.

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Putting money on content marketing: how the main banks have embraced the tactic

  • Marketing
  • September 11, 2015
  • Holly Bagge
Putting money on content marketing: how the main banks have embraced the tactic

As has increasingly become clear, content marketing is an effective, progressive and less intrusive way of reaching an audience. The modern audience has less time for shouty or obvious tactics. We’ve grown smarter, wiser and more distracted with a myriad of content options to consume, particularly the millennial audience, which is spending less and less time in front of the television. While perhaps a few years ago it would have been hard to see it coming, banks have gotten very good at employing content marketing tactics, particularly when targeting a younger audience. We thought we’d take a look at a few examples from the main players.

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‘I’d rather listen to Kanye West talk about how awesome Kanye West is than be interrupted by an ad’

  • PopPress
  • August 26, 2015
  • StopPress Team
‘I’d rather listen to Kanye West talk about how awesome Kanye West is than be interrupted by an ad’

In this day and age, it’s becoming increasingly clear that people don’t like being obviously advertised to. We don’t have the time, patience or interest anymore. A modern audience is a more distracted audience, it’s true. Content marketing company Scribble knows this, and it came up with a clever initiative to get Twitter users in the marketing realm (but not necessarily) spreading some ad hate in an attempt to champion content marketing

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Winning hearts, minds and search rankings: how content marketing can fight against fallacies—and competitors

  • Opinion
  • August 21, 2015
  • Colin Kennedy
Winning hearts, minds and search rankings: how content marketing can fight against fallacies—and competitors

In a world where search engines are increasingly becoming the first port of call for people trying to find information, Colin Kennedy says serious, rational messages compete poorly with more emotive, conversational and down-to-earth content. And whether it's trying to compete for space with conspiracy theorists or trying keep your competitors out of the top spots, content marketing can help.

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IAB NZ looks to establish some ground rules on native advertising

  • Native
  • May 28, 2015
  • Ben Fahy
IAB NZ looks to establish some ground rules on native advertising

Content marketing and its dodgy cousin native advertising are big areas of focus for brands and media owners at present. And they're also big areas of confusion, with no set rules on disclosure and very little data for this market. The IAB NZ's Standards & Guidelines Council is aiming to change that and has set out on a mission to gauge the level of activity, build a resource on the topic and help educate and showcase what is currently being offered in New Zealand.

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To TV or not to TV? Mike O'Sullivan on why you're asking the wrong question

  • Media
  • May 15, 2015
  • Mike O'Sullivan
To TV or not to TV? Mike O'Sullivan on why you're asking the wrong question

We keep hearing it: TV is dead and digital is the dream; your ticket to ever-lasting marketing glory. But BrandWorld's Mike O'Sullivan says TV is still alive and well and consumers' passion for video shows no sign of letting up.

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StopPress and Getty Images present 'The Content Marketing Picture'

  • Events
  • April 28, 2015
  • StopPress Team
StopPress and Getty Images present 'The Content Marketing Picture'

Content is de riguer at the moment. And while there's plenty of action in this area, there's also plenty to learn. So, to help with that, StopPress is hosting an event next week for those looking to get a flavour of the latest thinking on content marketing. The Content Marketing Picture—organised in partnership with co-hosts Getty Images and TVNZ—will take place at the Spark Conference Centre in Auckland, Tuesday 5 May, from 5.00pm.

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Finding the native advertising sweet spot

  • Opinion
  • March 31, 2015
  • John Baker
Finding the native advertising sweet spot

ICG director of content marketing John Baker considers whether native advertising is all its cracked up to be or if it's just advertorial dressed up in digital clothes.

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