Build an epic business with power stories with Valerie Khoo

Valerie Khoo is a journalist, author and adviser/investor in businesses and startups. She is a respected small business commentator in Australia and is regularly featured in the media. Valerie is a mentor in the Key Person of Influence program in Australia. 

In this show you’ll learn

Why storytelling is vital for a brand.

What are the most important power stories your brand can tell.

Learn which page on your Website is often overlooked, yet among the most important.

What is a customer story and how do you tell it in the right way.

 

Takeaway Tips

1.    Brands can tell their own powerful story and use them to reach traditional media.

2.    The “passion story” should be used to communicate the “why”–the reason the company started the business.

3.    CEOs should share their passion story not just their bio.

4.    Passion stories excite customers and employees.

5.    About pages are one of the most read pages. Get it right!

6.    Biggest mistake on about pages:  chronological points without any true passionate story.

7.    Share the journey of your business through a “customer story”.

8.    Customer story needs to share what was it like before for the customer and how you helped the customer. This is a before and after story.

 

Contact

Australian Writers Centre website

Valerie Khoo Twitter

Storytelling success tips with Andrew Griffiths

Andrew Griffiths is known for being a bestselling author and a global presenter. Hes written more than a dozen books on solutions for small businesses. His books have been published in more than 60 countries. Andrew teaches that there are three important keys to successresilience, belief, and determination. Master these and everything changes.

 

In this show youll learn:

Why you must tell your own personal story.

How you can tell a story about any product/service.

What are the best avenues to tell stories.

How to improve your brochures.

How a T-Shirt is creating social engagement and social media attention for a brand.

 

Takeaway Tips

1.     Be brave enough to tell your story.

2.     Successful business are transparent and share their story.

3.     Dont get stuck in sharing data; instead find stories that matter to your consumers.

4.     Look for stories that explain the why in your brand?

5.     Be prepared to get it wrong sometimes.

6.     Keep trying. Storytelling is about telling multiple stories to learn which ones resonate with your consumers.

7.     Stories are the essential way to create engagement with consumers and make you standout in the marketplace.

8.     Use journalists to help you generate story ideas.

9.     Use engagement metrics to prove ROI.

 

Mentioned in this episode

View Andrews personal story infographic

 

Contact

Website: Andrew Griffiths

Content that will emotionally connect with your audience – With Simon Crerar, Buzzfeed Australia

Simon Crerar is BuzzFeed’s Australia Editor. He leads an expanding editorial team dedicated to growing the social news and entertainment company’s Australian audience with viral content by and for Australians. Prior to BuzzFeed he worked at The Times and Sunday Times in London and at News Corp Australia. Simon’s has interviewed Hollywood A-listers, covered live a Category 5 cyclone and reported from maximum security prisons in Bangkok and Moscow. Born and raised in Edinburgh, he is the proud owner of tweeting Jack Russell Terriers @LeoandClancy.

 

In this show you’ll learn:

How BuzzFeed is connecting with its audiences.

What motivates consumers to share content.

How to frame your content to emotionally move them.

 

Takeaway Tips

1.     Consumers are motivated to share content by how it makes them feel.

2.     Mobile consumption is critical to millennials.

3.     Identity-based content can attract consumers and encourage them to share it.

4.     Nostalgia content triggers reader/viewer sharing.

5.     Make technology a priority in your business to enable your staff.

6.     Collect and analyze data.

7.     Stay nimble, evolve, and be prepared to change.

8.     Create stories about people triumphing over tragedy.

9.     Listen to the feedback from your audience.

10.  Learn lessons from your feedback and keep trying different styles of digital content and apply the changes to be successful.

Contact

BuzzFeed, Australia

How brands can be the media with Kath Walters

Kath is a business journalist, who has reached audiences of more than 20-million people with an estimated 1.4 million words. She knows what it takes to produce high-quality, sticky content. As a content marketing and media relations trainer, Kath with more than 16 years of experience has written for some of Australias leading business publications, including BRW, the Australian Financial Review, SmartCompany, Boss, Crikey, and Business Spectator.

 

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 In this show youll learn

How your brand can publish your own media and become the media.

Tips on how to publish content that is appealing to consumers.

Why content marketing is the best way to respectfully sell to your consumers.

Why your brand should write about your rivals.

 

Takeaway Tips

1.     Create timely, relevant, and trustworthy content.

2.     Help readers understand through your content creation that your brand cares about helping them make the best buyer choices for them.

3.     Be confident that your brand is offering something unique.

4.     Inform readers about everything related to your industry not just the products/services sold by your company.

5.     Content marketing is content first, marketing second.

6.     No selling from the stage.

7.     Content marketing helps companies with paid, owned, and earned media.

8.     Use newsletters to help distribute your content.

9.     Repurpose a single piece of content to multiple platforms and formats such as print, video, GIFs, and infographics.

10.  Run your company and your content creation like a newsroom: publish regularly.

 

Contact

Website: Kath Walters

How to create content for your brand – With Felix Krueger, Fairfax Media

Felix Krueger is the Custom Solutions Commercial Manager at Fairfax Media. Hes responsible for the strategic development of content and rich media ad products that help brands create engaging digital experiences. Last year, Felix led the launch of Brand Discover, Fairfax Media’s native advertising product. Prior to joining Fairfax Media in 2010, Felix was involved in content production, distribution and monetisation on both agency and client side, as well as the launch of mainstream online video products, such as the T-Box at Netventures.

 

In this show youll learn

How Fairfax Media entered the native advertising space with the launch of Brand Discover.

Why content marketing is the essential strategy for brands.

The key metric to determine success with content and native advertising.

Hear how a case study on a brand that increased its public perception of the brand by 117% using content.

 

Takeaway Tips

1.     Start meaningful conversations with consumers.

2.     All brands have knowledge and expertise to share; content is key to reaching consumers.

3.     Advertorials are not as successful as creating native advertising content.

4.     Engagement is higher when brands share relevant and important information rather than just advertorials about their products/services.

5.     Create content, measure it, and improve.

 

Contact

Brand Discover

 

Felix Krueger LinkedIn Profile

15 Inspiring Quotes From Speakers At Content Marketing World Sydney

It was a jam-packed, dizzying two days of insight, analysis and data. For those who missed Content Marketing Sydney, here are our top bite-sized takeaways from the event.

1. “The SEO side of things is really interesting and becoming a more important tool, especially to drive traffic in the long haul.” Felix Krueger, Customs Solutions Commercial Manager, Fairfax Media.

2. “We’ve got to adapt. We’ve got to up the game. Digital publishing puts us in a box seat to take advantage of that.” Michelle Allen, Public Affairs and Communications Manager, Coca-Cola South Pacific.

3. “You have to try. You have to experiment. You have to be prepared to fail.” Mark Jones, Chief Storyteller and Chief Executive Officer, Filtered Media.

4. “If you do brand journalism it has to be as good or better than mainstream media.” Amanda Gome, Head of Digital and Social Media, ANZ.

5. “It takes courage to give away something if value without the expectation of immediate return.” Arnie Kuenn, Chief Executive Officer, Vertical Measures.

6. “Think about the information your audience actually wants to consume. Don’t contribute to the information overload.” Andrew Davis, author of Brandscaping.

7. “We need to create more valuable clients not more leads in the pipeline.” Robert Rose, Chief Strategist, Content Marketing Institute.

8. “You don’t want to persuade consumers to click, you want to persuade them to change their behaviour.” Jonathan Crossfield, Storyteller.

9. “Content marketing is about building a long-term relationship. Page views do not measure engagement.” Lauren Quaintance, Co-Founder and Head of Content, Storyation.

11. “Courage is what separates the dreamers from the do-ers.” Jordana Borensztajin, humourist and creative consultant.

12. “Customers expect personalised experiences. The loyalty is to the experience not the product.” Robert Rose, Chief Strategist, Content Marketing Institute.

13. “It’s not just about telling stories; it’s about giving your audience stories to tell.” Jesse Desjardins, Head of Social, Tourism Australia.

14. “If you don’t understand your own story how can you tell your story?” Matt Allison,  Health and Care Content Marketing Manager, Bupa.

15. “Better content makes better customers.” Joe Pulizzi, Founder, Content Marketing Institute. 

Why Write a White Paper?

 

By Kath Walters @kathwalters

A simple way of describing content marketing is that it’s an opportunity to show what you know; to show, not tell.

I may tell you that I am an expert in content marketing and media relations, but you are unlikely to agree until you see some evidence.

Content marketing is providing the evidence, and giving your readers the opportunity to make an informed decision about whether or not to buy the services you provide.

For example, you might look back at all the blogs I have written on Newsmodo and make an assessment for yourself about whether I know:

  1. More than you about how to successfully use content marketing to drive profitable customer behaviour

  2. About the latest content marketing trends

  3. Other content marketing authorities

  4. How to meet your content marketing needs.

Great. But there are actually a number of different modes of content marketing that you could be using.

From government to marketing

The “white paper” is one of those bits of marketing jargon that has slipped into the lexicon and, like content marketing, has many different interpretations.

Historically, it’s a term borrowed from government – some argue  Winston Churchill used it first in 1912  – to present information authoritatively while at the same time inviting comment.

In the marketing world, white papers have been used as a business-to-business sales tool since the 1990s. They started as long-form sales content, but today have evolved into a tool of persuasion. The American marketing automation company, Hubspot, defines white papers thus: “A whitepaper is a persuasive, authoritative, in-depth report on a specific topic that presents a problem and provides a solution.”

Sales, persuasion or position?

Some people think of white papers as an opportunity to become even more technical, but I would argue that is taking it in the wrong direction.

The more powerful white papers will explain the why behind your services – why your market might see them as valuable and why you provide them. They will show something of what you know, but far less than in your other forms of content marketing, which are more focused on how.

For example, I have a media relations program designed specifically for architects, and I have written a white paper on why I believe architects (and our whole world) would be better off if they mastered the art of successful media relations, building their profile and positioning. It also explains why it matters to me for that particular sector to become more vocal in the media.

After 20 years as a successful marketing consultant, Carolyn Tate wrote a powerful white paper, The Conscious Marketing Revolution, to mark the end of that career and the start of her new journey into “conscious marketing” and conscious capitalism. (She has since founded the Slow School of Business.)

In her paper, Carolyn explained why the old marketing system is broken and why it needed fixing.

Tate wrote about her own personal journey and about the changes she had made and planned to make. The paper generated many leads.

Value explained

As well as explaining the purpose behind what you do, or your company does, the white paper is an opportunity to explain value.

Laurel McRae, a New Zealand-based thought leader in lead generation and closing sales has a marvellous video called “Shut Up”, a white paper in video form, explaining the value of keeping your mouth shut at a certain point in the sales conversation to time for your prospect to decide whether or not what you are offering is what they want and need at that time.

Approached this way, the white paper becomes a very different document to the highly detailed, technical workbook (which has a place in content marketing).

But the white paper is more powerful still. Here your passion and personality can take flight, your empathy for your market and the problems they face are presented with clarity, and you are positioned as a committed professional with value to offer the market you serve.

Small is big sometimes

A final tip on effectively using white papers: narrow the market to whom they are addressed. I might be tempted to address everyone in the world who could benefit from content marketing, but the problems that architects face are different from those of financial advisers, and this will affect the most effective approaches they can take.

 

Listen to Newsmodo’s Brand Storytelling podcast on iTunes. 

 

How To Build A Brand Newsroom with Amanda Gome

Amanda Gome’s twin passions are media and entrepreneurship. As a journalist, publisher, senior executive and CEO, she has championed business journalism and been at the forefront of Australian publishing for more than 25 years; in particular leading change through the constant stream of disruptive technologies that the media has faced in the 21st century.

Through the highest quality content and a depth of understanding of sales, marketing and commercial climates, Amanda has been the force behind the growth of media brands including BRW, the Fast 100, SmartInvestor, SmartCompany, Startup Smart and Property Observer. She has also been a pioneer in Australia’s first multiplatform publications. Her research into entrepreneurship and small business was recognized by RMIT where she is an Adjunct Professor of Business.

Amanda is also a sought after keynote speaker and panellist, addressing international world conferences, peak industry associations, major corporates, entrepreneurial business groups and university students on a wide range of topics. She is the founder of SmartCompany and is the former CEO of Private Media. She has also held senior roles with Fairfax Media.

In 2014, she was appointed by ANZ into the new role of Group Head of Strategic Content and Digital Media where she is leading the bank’s content and social media strategy, delivering high quality content across the bank’s marketing channels. She is also associate editor of BlueNotes, ANZ’s thought leadership publication. “Digital media is changing the way people consume information, opening new channels for communication and engagement with stakeholders in brand new, better ways.”

In this show youll learn:

How to form a Brand Newsroom.

How to hire journalists to work with the brand.

What you must know about reporting for brands.

How to create your editorial content.

Amanda’s Top Tips – How To Build A Brand Newsroom:

In this show youll learn:

How to form a Brand Newsroom.

How to hire journalists to work with the brand.

What you must know about reporting for brands.

How to create your editorial content.

Amanda’s Top Tips – How To Build A Brand Newsroom:

Takeaway Tips

1.     Create content based on getting expert content out.

2.     Work with top journalists to create brand newsrooms.

3.     Brand Newsrooms are the heart of marketing.

4.     The Brand Newsroom is a source of transformational engagement.

5.     Build a network or social ambassadors to help create greater amplification.

6.     Use your Brand Newsroom to tell stories that traditional media might not ever do.

7.     The Brand Newsroom is a way to communicate internally and externally.

8.     Instead of a press conference, consider releasing a news story through the Newsroom.

Mentioned in this episode

Andrew Cornell, Managing Editor BlueNotes

Contact

@amanda_gome

@ANZ_BlueNotes

BlueNotes ANZ Website

 Subscribe on iTunes and never miss an episode of Brand Storytelling


Making your content go viral

Tony Lee started working at The Variable in July 2014 and has worked on national brands like Soffe and local brands like Lowes Foods. Prior to then, he was the at Marketing and PR Lead at Atlas Wearables, a tech startup that raised $629,019 via crowdfunding that has two employees in Forbes’ 30 Under 30 list.

As a social media consultant, Lee’s clients included a New York Times and USA Today bestselling author, a Hollywood celebrity, and a fitness professional. Facebook pages he consulted on reached an average of 35 percent of its audience per post, despite industry average being 1 to 5 percent due to his understanding of Facebook’s algorithm and EdgeRank. Lee’s passion for social media started in college, where it led him to innovate ideas like using Twitter to obtain an exclusive interview from Platinum-recording artist Mike Posner via “The Intrepid,” a social-media based newspaper he created that was featured on “USA TODAY College.”

In this show you’ll learn:

What drives viral content.

Why you must allocate a distribution budget if you want high engagement.

How brands can tell their story using social media marketing & public relations.

Why marketers need to be more well-rounded.

What Twitter can do for you business.

Tony’s Top Marketing, Social Media & PR Tips:

 

Takeaway Tips

1.     Start Within First

2.     Marketing Isn’t Linear, so Don’t Be A Sheep

3.     Define Your Goals. Then Redefine It. Then Redefine It.

4.     Put Consumers First, Then Your Goals

5.     Unless You Pay For It, Marketing Takes A Long Time

Mentioned in this episode

The Intrepid

Jab, Jab, Jab, Right Hook, Gary Vaynerchuk

Soffe

 

Contact

Tony Lee Website

Twitter @Sheckii

 

Subscribe on iTunes and never miss an episode of Brand Storytelling

How the rules of SEO have changed – With David Jenyns

David Jenyns impressive journey begins as an author and coach to hundreds of day traders back in his early 20s. Having an analytical eye from stock market trading, he quickly learned to see and snap up business opportunities all around him. His business experience spans from one-off windfall projects such as selling the Melbourne Cricket Ground (MCG), developing and franchising retail stores, building multi-million dollar portfolio of over 500 domains and websites, to turning his real-world promotional skills into successful online marketing systems. Davids focus is now on his renowned SEO and web video companies, Melbourne SEO Services and Melbourne Video Productions, who together help businesses grow through innovative online marketing systems. Recognized as a high achieving entrepreneur and online marketer, David has been a keynote speaker at countless conferences and seminars, as well as featured in dozens of publications, including Australian Financial Review and Smart Investor and other media such as Nova radio and Channel 9s Today Show.

 In this show youll learn

Why SEO must go hand-in-hand with content marketing.

The new rules of SEO.

How your Website may be hurting your SEO and what you can do about it.

How to syndicate your content.

How to use data and optimize content to create authority content.

Keyword stuffing is out; find out what works to get your Website seen.

Archive Files

In 1992, Gopher became the first search engine using a hypertext paradigm. Only a year later, the graphical Mosaic web browser improved Gophers primarily text-based interface. About the same time, Wandex became the first search engine to crawl the web indexing and searching indexed pages on the web. By 1998, the major search engines found today were in development.

View the source here 

Mentioned In This Episode

WebMaster Tools

 Takeaway Tips

1.     Think about how users engage with your Website.

2.     Google ranks Websites that look great on mobile, are user-friendly, and properly optimized.

3.     Google wants to understand an intention behind a search.

4.     Optimize for user first, Google second.

5.     Know what your targeted audience/community is looking for.

6.     Dont publish low-quality, robot-generated content. It will hurt your ranking in google.

7.     Authority content from experts and subject matter leaders and how often your content is shared will influence your ranking.

8.     Streamline your social profiles so you dont dilute your online presence.

9.     Repurpose content on multiple platforms. Make the content specific to that platform.

10.  Every piece of content must be optimized for a keyword or phrase.

 Learn how the three Ps can help your brand

1.     Present.

2.     Product.

3.     Promote

 Davids Video on the New SEO

Contact

David Jenyns Website

Subscribe on iTunes and never miss an episode of Brand Storytelling