A ‘How To’ Guide on defining your digital media strategy


In the latest episode of the Brand Storytelling podcast, we cut through the noise to deliver a step by step guide to defining your digital media strategy.

In an exclusive interview with Hong Kong based consultant, Chris C. Anderson, we look at how to lock down a plan for content marketing, as well as how to and make the most of the myriad of distribution channels available to brands in 2017.

So much opportunity can create huge advantages for those who leverage digital media well, but as some found out recently, it can also backfire on those who miss the mark.

Newsmodo CEO Rakhal Ebeli covers the fallout from Pepsi’s failed attempt at a brand video, starring Kendall Jenner, and we get the lowdown on how influencers can be engaged to successfully amplify content the ‘right’ way.

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In this episode:

 – Hitting the mark with your advertising strategy

 – Why 92% of people trust recommendations from individuals and influencers 

 – Maximising distribution and audience engagement


About the guest:

Chris C. Anderson has been a freelance journalist and Senior Editor for The Huff Post, VP for everything Editorial and Content at Pixable and now resides in Hong Kong where he’s made a name for himself as a Digital Consultant; focusing on social media content strategy and marketing, digital brand building and campaign building and execution. To keep up-to-date with his happenings and daily musings – follow him on Twitter @hintman


Keeping up with the millennials

They make up exactly half of the workforce, they are tech savvy, forward thinking and more often than not, cashed up.

They are the millennials, the generation borne of social media and smartphones.

So when developing social media content, what are the tips, tricks and traps in relation to catching the attention of millennials, the most important market of the modern world?

The first thing to remember is that millennials are borderline addicted to ‘like’ farming. They are omnipresent on Facebook and Instagram (which has bloated to 600 million users).

A trick to remember is that you are not necessarily trying to generate social media content that will attract their interest, but a post that will attract the interest of their audience.

Most millennials are not conned by clickbait, despise traditional advertising and are too savvy for blatant click-through marketing. What does pique their interest is being first, trendy, fashionable and breaking the mould.

By crafting social media content that is begging to be shared, you will have captured the interest of the millennial for a few seconds at least. Always remember to ask yourself, would I want to share this with my audience?

Choosing your poison is important as well because Facebook and Twitter can be so passé for some millennials. While this generation swarms over all digital communities, it is the newer, fresher platforms like Instagram and Snapchat that are king.

And on the topic of platforms, ensure your website is M capable. Most millennials will be digesting their information in the palm of their hand and a clunky, slow-loading or, worse, non-mobile phone compliant website will snap the engagement immediately.

Developing your voice is crucial as well because millennials do not trust companies and corporations. Having a business talk at them on social media becomes white noise and your hard work is very likely to go unnoticed.

The best strategy here is to hand the microphone back to the people, invite smart, skilled young people to write/speak/sing for you. By extending the warm hand of friendship through a contemporary, you are much more likely to develop a digital rapport than if your posts were company or business based.

Remember, millennials are not a production line of well-dressed young people carrying a swag full of tech. Like any section of society, there are subsections, niches, cliques. Strategise exactly who it is you want to target and hone in on that audience.

Trying to create an umbrella that shelters all millennials is doomed to failure, as generalising means you are not creating any real connection and your content will be drowned out.

And, finally, always remember your post is a conversation starter, not an authoritative voice. Large companies like 711, KFC and Dominos have forged a flourishing bond between their brands and their consumers by standing ready to respond.

Have someone who is savvy about your content, but also full of charm and swag stationed at the keyboard. Millennials love a two-way dialogue and if that link can be established, a healthy percentage of them will pledge loyalty to you and your content moving forward.



Dave Hughes talks infusing your content with comedy

We welcome none other than Dave Hughes onto our podcast, to chat about engaging with your audience and breaking down the barriers between the audience and the brand.

Hughesy has become one of Australia’s most popular comedians thanks to his honest and laconic humour, that we as a nation identify with and respond to. We look at why his brand of comedy is so appealing on a mass-level and how he uses it to tell his personal stories to millions of people.

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In this episode:

– Over the last 25 years in the spotlight, what he’s learning about telling stories.

– How powerful is social media in getting involved with your audience?

– Tip and tricks for using comedy to benefit your content 

About the guest: 

Dave Hughes could easily considered a national icon; you recognise the name, and you most definitely recognise that voice. To keep up-to-date with his happenings and daily musings – follow him on Twitter @DHughesy

Keeping the faith ft. Father Bob Maguire

Today we have a very special guest with us to join us on our Brand Storytelling podcast, Father Bob Maguire. He’s the man that has amassed over 120,000 followers on Twitter and is very much a figure in the public eye.

We going to talk with him about his “orthodox yet unconventional” methods and how that’s made him one of the most popular preachers in modern times. How he continues to inspire and influence his audience all over the world, through the help of social media.

Subscribe on: iTunes | TuneIn | or an RSS feed of your choice! 

Download the episode here

In this episode:

– Understanding your audience and having compassion

– How to remain relevant and using social media

– The importance of storytelling, and what people in marketing can learn from you

About the guest: 

Father Bob Maguire has hosted a radio show on 3AW as well as made multiple appearances on television through programs and documentaries.

More information about his foundation ‘Father Bob Maguire Foundation’ can be found here

What to consider in your content marketing budget this year

The most successful B2B content marketing performers in Australia allocated 36% of the total marketing budget to content marketing. The latest Content Marketing Institute (CMI) report also states 47% of the marketers surveyed expect to increase their content marketing budget for the next 12 months.

But how do you budget for content marketing and come out on top? Let’s look at the key factors.  


The most obvious area is where you want to spend your money, or the allocation to various content marketing activities. 

It’s always useful to look at content marketing trends to get a rough idea for your budget. The graph below from the 2016 State of Inbound Report shows marketers’ top priorities within inbound marketing.

Source: HubSpot

Generally, you can break down content marketing activities into the following categories:

Content creation

With the emphasis on blog and high quality content, this activity can require a significant budget to cover all the associated sub-tasks such as ideation, research, scripting etc. 

Content optimisation

This can include things like SEO and link building. 

Content distribution

This can include syndication onto various platforms (e.g. Medium, LinkedIn) and outreach. 

Content promotion

Paid ads on social media, SEM and influencer marketing fall under this category. 

Using tools

Martech has been gaining more prominence over the years. The proliferation of tools for tasks such as analytics, scheduling, design, means marketers need to take extra time to evaluate

Source: CMI 

Human resources 

Generally, there are three ways to accomplish the activities above. 

  • In-house: do everything internally either with a dedicated team/person or on an ad-hoc basis
  • Agency: outsource everything to the experts with little oversight 
  • Collaboration: combination of the two approaches above

The graph below sums up the pros and cons of each approach neatly.

Source: Vertical Measures

Which one is right for you? Consider factors such as your expertise in content marketing, availability of internal support, knowledge of/relationship with trustworthy agencies and so on. 


Getting buy-in 

Sometimes, it can be a catch-22 situation for marketers trying to get funds for content marketing. To get money, they have to prove ROI; but to get the kind of ROI executives want, money is needed upfront. 

This is especially harder for organisations whose marketing operations are not yet at scale. The CMI has produced a handy documentary to help marketers get executive buy-in. So, either show it to your boss or extract ideas from it for your pitch.

Source: CMI

Another way to find funds is to divert money from ineffective marketing strategies or channels. This would of course require a marketing audit beforehand. 

Pro tip: You can get your foot in the door by asking for a small piece of a larger, already established budget, e.g. for advertising.

Make it not about you

It’s a good idea to not just throw in content marketing jargons and objectives, but show executives how it improves other areas of the business. 

  • Sales: tie content strategy to specific sales goals 
  • Brand & user experience: 82% of customers feel more positive about a company after reading branded content
  • HR: Content helps “attract top talent by showcasing a company’s culture and core values while also weeding out low-quality applicants”
  • Employee/client advocacy: these people are more likely to read your content and when they share it, referrals can help grow your prospect list. 

The intersection of marketing and technology

This week’s episode of the Brand Storytelling podcast looks at how we leverage new technologies to improve our own content capabilities, without losing the all important human touch.

Here with us to talk about our ever-evolving ways of communicating and how we find more and more ways to incorporate technology into our daily lives; is John Wall, co-host of Marketing Over Coffee podcasts, author of B2B Marketing Confessions.

Subscribe on: iTunes | Stitcher | TuneIn | iHeartRadio or an RSS feed of your choice! 

Download the episode here

In this episode:

– How to utilise technology without it overrunning you

– What your audience needs, you need to deliver

– Making your point through various means of media

Build your personal brand as a thought leader

We usually think of brands as corporations and their products. But the Internet age has made it both easier and harder for individuals to make their mark. Nonetheless, having a personal brand pays off in the long run.

Before we dive into the how, keep in mind building your own brand is not an overnight process. Rand Fishkin’s tweet applies, and in this case, you’re “selling” yourself.

Stand out from the crowd

Though blindingly obvious, this point might get lost along your branding journey. If you don’t have a unique angle, people won’t remember you.

Some achieve this by going niche and be the expert in a specialised field; others deploy a unique tone of voice, e.g. through humour like Rand Fishkin; others focus on one content format or channel; others associate themselves with something peculiar, e.g. Larry Kim and his unicorn obsession.

Source: Larry Kim’s Twitter
Source: Larry Kim’s Twitter

Build your content arsenal

If you want to be seen as a thought leader, write articles and share your insights consistently. It’s not enough to blog once in a while and expect readers to consider you as the authoritative voice.

Long form content works well as people are much more like to share long articles, thus extending your reach.

Source: Huffington Post
Source: Huffington Post

If you aspire to be like your idols, it makes sense to start mingling or reaching out to them. A few ways to “stand on shoulders of giants” are:

  • Doing expert roundups

  • Interviewing experts for podcasts

You can also explore other avenues to amplify your written content, such as:

  • Guest blogging

  • Pitching stories to publications

  • Publishing on Medium and LinkedIn Pulse

Provide value upfront

“What’s in it for me?” is the number one question people will ask. Hence, give away knowledge and free content that helps readers address their issues first. Some even give away free courses, books, content bundles etc.

Only then can you proceed to ask readers a favour, such as subscribe to a mailing list or share your content.

You can also use two of Cialdini’s principles of influence – social proof and scarcity. For instance, give more to loyal readers and entice outsiders to join the exclusive circle by displaying testimonials.

Social media & communities

Become an influencer by showing your personality and human side on social media. No one wants to follow an account that looks like it’s managed by a robot.

In short, you need to interact, engage, provide thoughtful comments, and help others. For example, Leonard Kim – a personal branding expert – responds to every single message he receives with personalised advice.

Being active on professional or specialised forums also helps. Set aside time to start discussions on LinkedIn groups, answer questions on Quora and industry boards. Over time, you’ll wield more influence by simply being helpful.  

Source: Business Insider
Source: Business Insider


Alongside your online branding efforts, it’s always a good idea to show people who you are in real life. Networking at industry events is a place to start.

Ideally, you should try to land speaking gigs whenever possible. It doesn’t matter if it’s a free gig, or conducted for educational/non-profit purposes. Speaking requires practice and with persistence, you may find yourself on the stage of a big national conference.


Ken Segall talks apples and oranges

In a meeting room at the Cupertino headquarters of Apple, Steve Jobs unveiled the see-through Bondi Blue Macintosh to his ad agency.

It was the late 90s and in the room was creative director Ken Segall, who didn’t know it then, but was about to name the product that resuscitated an ailing Apple.

The Bondi Blue would launch in just one week and was still nameless.

Segall and the team offered a number of names, but there was only one he really loved — “iMac”. It was perfect, it referenced the computer’s capacity to connect to the internet, but it also meant individual, imaginative, and innovative. And, perhaps above all, it was simple.

But, Jobs hated it and had a rather bad alternative in mind, MacMan.

Over the course of the week, the name grew on Jobs, and it eventually stuck.

Baptizing a product empire was not Segall’s only achievement with Apple, he wrote their Emmy Award winning campaign, Think Different (yes, there’s an Emmy for commercials, and Think Different was only the second in history to win it). The campaign ran over five years and was instrumental to Apple’s recovery after Steve Jobs returned to the company.

Segall worked with NeXT, (a tech company set up by Jobs between stints with Apple) and Apple for around 14 years, and his big take away from working with Jobs was his approach to simplicity.

Simplicity at all levels of the company from product design, to packaging, to marketing and the internal organisation. Segall believes it is one key aspect of a successful company, so much so, he wrote two books on the topic.

His first book, Insanely Simple: The Obsession that Drives Apple’s Success unpicks the success of Apple after Jobs’ return. According to Segall, Jobs treated simplicity like ‘a religion’ and the book outlines the tenets of simplicity that drove Apple to success.

In his second book, Think Simple: How Smart Leaders Defeat Complexity, Segall interviewed more than 40 business leaders of who leveraged the power of simplicity. He spoke to leaders from big and small companies, all whom had a unique approach to creating simplicity.

In between his work with Jobs and his writing Segall offered his advice and creative services to other computer technology companies, including Dell, Intel and IBM.

As a former insider at Apple, as well as his time spent at contrasting iconic technology brands, Segall has made a good case for simplicity in business and how it can lead to success.

Segall now spruiks the power of simplicity all around the world. His Insanely Simple keynote helps businesses understand the value of making their business less complicated.

His blog, The Observatory, is where he offers insights on the latest technology and marketing and he still consults to companies who are looking to harness simplicity in their creative projects, he’ll even help them with product naming.

Newsmodo is a proud sponsor of the World Business Forum 2017. The 2-day event will see thought-leaders and innovators from around the world gather to share their knowledge and passion for business. To secure an exclusive 10% off your ticket purchase, quote NEWSMODO10 at checkout.
Newsmodo is a proud sponsor of the World Business Forum 2017. The 2-day event will see thought-leaders and innovators from around the world gather to share their knowledge and passion for business. To secure an exclusive 10% off your ticket purchase, quote NEWSMODO10 at checkout.

How to stay human in a world full of digital

In this week’s Brand Storytelling podcast, we’re talking about the warm and fuzzies. We look at what your audience needs, and how to cater to that by humanising your brand.

Audience engagement can be a long, unstable bridge to cross if you’re just thinking of them as numbers. Consumers can and will feel like they’re no more than fish in a barrel if you’re not speaking to them on a personal level, giving them that human approach through the help of digitalisation.

Subscribe on: iTunes | Stitcher | TuneIn | iHeartRadio or an RSS feed of your choice! 

Download the episode here

In this episode:

– How to reduce the gap between authentic storytelling and audience engagement

– Why finding a common thread can be a difficult challenge

– Simplifying your content marketing strategy by distilling the message down to a relatable level