Owned media

Building a base of authentic communications for your brand

In the video below I explain the concept of my marketing communications pyramid.  TRANSCRIPT: Okay, this is how it works, and you don’t have to agree with me, this is just the way I think about things. I don’t care what size brand you are really, you’ve got all of these types of ways to …

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We’re not listening. We do not care.

  We are the # 1 {INSERT SECTOR} agency. We are the {INSERT SECTOR} leader. We are global thought leaders in {INSERT SECTOR}. We are a leading award-winning {INSERT SECTOR} agency. We are Australia’s top {INSERT SECTOR HERE} business. We are the Australia’s leading {INSERT SECTOR} company. We are renowned experts in {INSERT SECTOR}. Sure! …

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Give your content the edge: Over-index on humanity!

When it comes to creating content for your brand, one of my favourite tips I give over and over again is … OVER-INDEX ON HUMANITY. This can manifest itself in numerous ways. For example: 1. Stories Tell genuine stories. It could be your story on how you’ve got to where you are today and the …

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How to turn an event into several months’ worth of content for your business

It’s great to blog, create podcasts and publish videos to YouTube. But don’t forget the power of ‘old school’ physical (versus virtual) content, for example, branded informational events such as workshops, seminars and breakfast get-togethers or after-work meet-ups that feature an expert guest speaker. Events such as these are in themselves content, and therefore have …

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The importance of developing a culture of content in your organisation

For an organisation to effectively become its own media channel, it’s important to (over time) start developing a culture of content internally. Creating content should not just be the responsibility of one team – everyone should have the chance to contribute ideas for stories that help build and reinforce an organisation’s external narrative. This is …

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