PPR has brought a new meaning to the phrase content is king by hiring ex-Fairfax marketing and communications manager Sandra King as principal consultant, strategy, in an effort to help solve the major content marketing and management challenge faced by New Zealand companies.
To do it she’ll be launching Australian content marketing company called King Content, which has signed an exclusive deal with PPR and will provide companies with access to more than 1,600 specialist journalists and writers plus digital content specialists.
“Owning and leading the conversation is the content challenge,” says PPR New Zealand executive chairman Sally Haysom in a release. “It’s about developing compelling, fresh and creative content, repurposed and using an integrated channel approach to reach target audiences.”
King Content writers will complement PPR’s in-house film and video production and distribution arm, and PPR Intelligence, for consumer insights and data evaluation capabilities.
“Working with the PPR leadership team across the network, Sandra will strengthen our offering by integrating our new capabilities, so clients can depend on PPR no matter the channel required, to create and share their story,” says Haysom.
King left her role with Fairfax quite suddenly in October last year, but was unable to be contacted about the decision, and before that she was the general manager of Pacific Magazines NZ. So, as the release says, she has “a deep understanding of marketing, the media, publishing and her commercial acumen around the needs of New Zealand chief marketing officers and communications directors is critical to achieving maximum return of investment when determining the right communication mix for clients”.
“The content strategy, creation and management approach we have designed at PPR is channel agnostic and will get the cut through needed for New Zealand audiences to socialise, source and share information, access news, drive influence and preference, and help them make purchase decisions,” says King. “I am keen to ensure the new content marketing offering, which will be available either as a stand-alone service, or integrated into more traditional public relations offerings including activation, will amplify results and campaign ROI for clients. Content creation and the management of owned, earned and paid channels are key. It means we can take a piece of content and repurpose it to reach across multiple platforms, including traditional news channels as well as social and digital platforms. As such it is impactful, extremely cost-effective and measurable.”
While traditional advertising budgets are being squeezed, the Content Marketing in Australia: 2013 Benchmarks, Budgets, and Trends Study showed Australian marketers are allocating, on average, 25 percent of their marketing budgets to content marketing, and 61 percent of them plan to increase their content marketing spend over the next 12 months.
“We don’t see the New Zealand market trending any differently,” says King. “Content marketing has taken off not unlike how social media has grown exponentially over such a relatively short period of time. Content strategy, creation and distribution brings together different disparate communication pieces, from core PR functions, client owned platforms, editorial publishing, newer sexier native advertising, through to paid social channels.”