Vincent Heeringa takes a look at the state of content marketing and how its management determines its effectiveness.
Marketing, advertising & media intelligence
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.
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.
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.
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.
Nike has gone the content marketing route by creating an original web series to get more women into fitness (and buying its shoes).
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.
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.
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.
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
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.
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.
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.
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.
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.