Knowledge Marketing



Deep knowledge and expertise almost always lies at the heart of every successful company and organisation, yet often, that wisdom remains largely untapped, unexplored and underutilised.

This can not only be to the detriment of the brand, but critically, to it’s audience too.  

Through the sharing of theories and best practices, it’s known that end users are more inclined to be attracted to you, develop trust, and then logically be willing to do business with you in the future too.

A great example of this was when Schneider Electric leveraged an innovative concept that utilised online learning as a mechanism for reaching new audiences, which, in turn achieved an enormously high rate of new leads and ultimately increased revenue. This uncommon method of reaching end users captured the attention of thousands globally and achieved over $13 million in associated business over the course of 12 years.  

With the help of Susan Hartman, who was the Global Director for Content Marketing at the time, we’ll be unpicking that case study and learning how to tap into existing expertise and resources of an organization… then market that knowledge base to add value to our customers and leads.

Newsmodo CEO Rakhal Ebeli looks at how to find out what you could be doing to identify unique and valuable knowledge lying just below the surface of your business, and then how to plot a path to share that wealth of wisdom with the world.





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Download the episode here


In this episode:

  • Marketing through online programs
  • Monetising strategy and tying to revenue
  • Standard marketing cost centre vs profit centre perspective


About the guest:

Susan Hartman is a Global Marketer and the Director of Media Solve Group, a world-class team that are passionate about using high-value content to empower brands and help clients succeed in self-publishing.

To keep up-to-date with her happenings and daily musings – follow Susan on Twitter @SailingWoman100




 Knowledge Marketing




Header image credit: Kimberly Farmer

Harness the Power of Pop Culture in your Content



Every SME worth their salt is generating their own content these days, whether it be a blog or industry-specific articles.

The quality varies, but the trajectory of the quantity is only heading in one direction – up.

So how do you make your content stand out in the sea of articles floating through social media? What tools can you use to make millenials and other target markets stop swiping for a second and take notice?

One trend which has produced real outcomes is the use of popular culture. By tapping in to current trends and appealing to your audience’s existing likes, you can engender immediate engagement.

That translates directly to sales, as these two recent examples will highlight.


‘This sauce is ***ing amazing’. Rick and Morty deliver McDonalds marketing gold



Using a line from a cartoon to resurrect a long dead product

Popular shows like The Simpsons, Family Guy, South Park and American Dad! have generated massive cult followings and paved the way for many new adult cartoons to flood the market.

One of the most successful, modern cartoons has been Rick and Morty, a sci-fi rollercoaster fusing clever humour with vulgarity.

In one recent episode, a massively convoluted story arc (typical of this show) ended with the main protagonist declaring he engineered it all just to get some of McDonalds Szechuan sauce.

This was a dipping sauce for nuggets packaged with Happy Meals in the 1990s to tie in with the Disney movie Mulan. It was nothing special and there had been no public outcry for its return.

McDonalds is not the institution it once was, swimming hard against the tide of healthier eating options that are taking vital chunks out of the market share.

So what did they do? Re-release the Szechuan – in VERY limited volumes.

By generating content that used the Rick and Morty brand, and declared openly that the product would be limited, McDonalds enjoyed engagement that went through the roof.


Is this 1992 again? New York shoppers line up to get their own SNES – again




Selling old product as something new again

The great video game war of the 1990s was the stuff of legend. Industry giant Sega had released the Megadrive (Genesis in the United States) to much fanfare.

Hot on their heels, Nintendo launched the SNES (Super Nintendo Entertainment System) in 1992, which sparked the greatest video game war of all time.

Arguments in school playgrounds would turn nasty as the debate over which system was better raged. The two companies leveraged this, declaring open war through advertising channels (Sega does what Nintendon’t was one witty catchphrase).

Now 25 years late, Nintendo has recognised the power of nostalgia by releasing ‘mini’ versions of their NES and SNES consoles. They come pre-loaded with games and are ready to work with modern screens.

Their greatest masterstroke, though, was only making a very limited run of each and telling the fans there would be no more.

This artificial shortage had customers lining up out the door of their local electronics of department store to get one, despite the fact that the software is available for free or very cheaply on computers and modern consoles.


These are just two examples of leveraging pop culture in your business content to gather massive engagement. The key is to monitor current trends, as well as the trends of your target audience. If you can align these with your product, you are onto a winner.



How Newsmodo can help

Our team of expert journalists can help you plot successful articles, blogs and reports.

Contact us today to learn about our process of commissioning stories and developing content that will help you engage with your existing customers, as well as bring in a new audience.




Alan De Leon 




Header image credit: Annie Spratt

Digital Marketing and The Power of Data



It’s all well and good to have an idea, and want to share it with people.. But how you do you know that the people you’re telling and sharing this idea with, actually care?


What we do know is that there is almost 4bil. people worldwide that use the internet on a computer, and over 5bil. use it on their mobile phones.. That’s a lot of opportunities to communicate, educate, and connect with your current audience, or a new audience.. But wouldn’t it be great if you knew that the audience you were communicating with actually cared, and wanted to know about our ideas and buy it-use it-share it..?


That’s where the power of data comes into play.


With great data – comes great responsibility. The responsibility to target your audience, and give them what they want. A ‘casting the net’ approach can have a wide reach, lots of eyes or ears on your content and high reach numbers – but narrowing down the scope of who you want to talk to by what they’re actually looking for can see engagement go through the roof.


So, how do we track all this information, and what tools, tips and tricks can we apply to our own content that will move the needle on the way we communicate with our audience? 


As the Global Consultant for We Are Social, and a lecturer and mentor in the digital marketing space, guest Simon Kemp will help us understand our highest-value opportunities and challenges, and how you can strategise to focus on these points and really make your mark.


Newsmodo CEO Rakhal Ebeli discusses how to start thinking big data to maximise the true value of digital marketing through brand storytelling that engages and delights.



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


Download the episode here


In this episode:

  • Using data to provide value
  • Quality over quantity
  • How to measure brand value


About the guest:

Simon Kemp is a marketing strategist that specialises in the future of all things digital as well as the Founder of Kepios. He’s written books, videos, reports, made videos and worked with some big brands that has earned him the title of one of the Most Influential Digital Marketers. 

Outside of work, he’s a music producer and DJ; also organising various social events, including tasting events for the Singapore Whisky Society, and the hugely popular #SataySocial street-food nights.

To keep up-to-date with his happenings and daily musings – follow him on Twitter @eskimon




 Digital Marketing and The Power of Data




Header image credit: Daniel von Appen

Big Banks.. Big Change



A clever new slogan by one of Australia’s big banks has changed the word ‘fee’ to ‘free’ in relation to ATM charges.

It is a subtle, but necessary innovation as the banking sector fights to remain relevant in the face of rising fintech start-ups that are challenging the status quo.

The Big Four of Commonwealth, ANZ, Westpac and NAB have all ditched fees at their ATM machines in a bid to save Aussies money and win some favour back.

What it also shows is that they are listening to consumer groups and their displeasure with “foreign ATM” fees within Australia, with RBA data showing that withdrawals have slumped to their lowest ebb in 15 years.

Still, the salient point is that the banks had used consumer wants and desires to engineer an outcome that favoured them. And with genuine fintech competition coming through the advent of payment platforms like PayPal, Bitcoin and other cryptocurrencies, harvesting that customer data is critical to success.


The rise of marketing analytics in finance

It is easy to look at the rapid rise of PayPal and Bitcoin as markers that the banks are ready to be challenged. The problem is, investment has slowed in fintech startups on a global scale.

This indicates that either the market is too saturated or competition is too fierce for investors to be tempted into sinking their hard-earned cash into new platforms.

With the major banks still holding significant sway, and fintech start-ups locked in a competitive war to be the next to challenge them, using numbers to understand what consumers want is the currency all financial services should be looking to invest in.

And farming this data should become practice from the first instance, not a tacked on innovation later on, digital intelligence platform CoolaData’s VP of customer success Hagit Ben Shoshan said.

“Don’t wait until your startup is big to start implementing analytics. Understand your user behavior as early as possible to be better prepared for your next high stage of growth,” he said.




Business intelligence and business analytics are big industries

The flipside of having so much competition in the fintech sphere, is that software developers are meeting the demand with data analytic farming software to meet their needs.

When it comes to business intelligence and analytics software, global sales have reached $17 billion in 2017 alone.

Velocity Marketing Analytics managing director Frank Koechlein said that BI and BA are now ‘a critical necessity’ for marketing efforts by financial institutions and fintech firms.

“If you don’t have an analytics platform, your financial institution is at a significant disadvantage,” he said.

Banks and credit unions are responding, with the Digital Banking Report’s 2017 Financial Marketing Trends showing the desire to improve analytics capabilities is one of their top priorities this year.


Crunching the numbers to deliver a personal experience

Using data to understand customer behaviour is the new world way to deliver personalised, targeted content to your customers.

Perhaps ironically, there is data that shows that these numbers are producing tangible gains when it comes to marketing.

A McKinsey report showed that using data to generate marketing solutions can increase productivity by 15-20 per cent. Another report put together by The Financial Brand showed that by delivering a highly individualised experience, financial institutions can increase their annual revenue by 14 per cent.

To produce content that works, the numbers need to be harvested. Data analytics is no longer a value-add for the finance sector’s marketing, it is an essential tool.




Which brings us back to ATM fee becoming ATM free. The Australian banking sector is at a crossroads at present, working against competition it has never faced before, the declining use of services, interest rate angst from consumers and the ever-present threat of a Royal Commission by Federal politicians.

But by listening to its audience, using the data that shows that cost of living is at the top of the concerns list for most Australians and acting with a simple measure that garners favour, they have immediately clawed some ground back.

Using data analytics for financial marketing works, and those who neglect it risk being left behind.




Lonnie Feigenbaum




Header image credit: Olu Eletu

Bridging The Gap: Brands, Communities, Culture



It’s easy to discover which brands have seized the imagination of a small, target group; and then taught said group how to spread the word, make converts to the brand; and turn this small, target group into a mainstream culture. Think Nike, Starbucks, Lululemon/Lorna Jane etc


The consumers that buy from these brands, are often “religious” in the buying and do not cross the paddock to the other, sometimes similar brands. Understanding cult branding and how to use it, is a heavy investment but has proven that fixed-mindsets and loyalty are priceless commodities.


One way to look at your target audience, is by building a bridge between your customers “I need” and the “I am” – I need running shoes, I am a Reebok runner.. By identifying archetypes of your consumers, and this can vary based on gender, location, age, culture etc you’ll be able to narrow down the best ways to communicate, relate and create emotional connections with the specific audience. Using these universally recognised “characters” your brand can fulfill an unconscious ambition linking your community through an ongoing narrative.


Aquaus Kelley knows distinguishing your community is just step one in the process; nurturing and building that community and cementing a place in the everyday lives of those within it allows your audience, and consumers to feel that they are part of the bigger picture – and offering participation as a co-creator or influencer in the brand story is also a powerful way to reinforce that relationship.


Newsmodo CEO Rakhal Ebeli looks at how to unearth the passion to give back and find the content that tells our brand story in a way that connects us to communities, embedding us in their culture.




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


Download the episode here


In this episode:

  • Building meaningful, significant, and transformational brands
  • How to curate local culture and lifestyle in an effort to bridge gaps
  • Building value between brands, communities, and culture


About the guest:

Aquaus Kelley is the Founder of ‘A Lovers Ambition Lifestyle Group’ based in New Jersey, as well as a content creator, brand strategist, social ambassador, and educator. He and the team at #WeLOVEHubCity aim promote positivity and inspiration to his city by curating local culture and lifestyle in an effort to bridge the gap between business, community culture, education, and government. Aquaus specializes in identifying talent and creating opportunities for brand development and social impact.


Aquaus’ ultimate mission is to use his influence to project positivity across the globe, leverage the influence of popular culture to create social change, and invest in the collective future of society through the arts, education, entertainment, and leadership.

To keep up-to-date with his happenings and daily musings – follow him on Twitter @Aquaus




Bridging The Gap




Header image credit: Corey Agopian

The Power of Storytelling



Media technologies have come a long way since cave paintings, and even though the way we tell stories have changed many times over, the key to a good story is pretty much the same. Engage, excite, educate. Stories are authentic human experiences, so our brains respond to content by “connecting” with the story to make sense of the experience.


With the growth of technological capabilities; software, programs and apps are becoming increasingly accessible and user-friendly. Everyone has the potential to be a storyteller in their own way nowadays, whether it’s a facebook update or a snapchat, a blog post or a video but does that mean that everyone is actually good at it?


Good storytelling allows us to understand ourselves better and to find a commonality with others. It unites communities, brings people together and can strengthen bonds of those on the receiving end. Organisations, causes, brands and individuals that create and display authentic meaning and purpose that others can believe in, participate in, and share; that’s when storytelling becomes momentous.


So how do we go about creating genuine emotions, presence and behavioural responses through content? Diana Yazidjian has established herself as a front runner for the new-age way of thinking and creating content that helps us bond with our audience; because stories are how we are wired, stories take place in the imagination and to the human brain, imagined experiences are processed the same as real experiences. That is where the power of good storytelling can turn your brand from recognisable, to memorable.


Newsmodo CEO Rakhal Ebeli discusses how to unlock the power of authentic storytelling that really changes the way people think and feel with the best in the business.



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


Download the episode here


In this episode:

  • The power of an authentic story
  • How storytelling can can trigger emotion
  • Why emotional connection is so valued


About the guest:

Diana Yazidjian, the Managing Director of DFY Consulting who has over 15 years experience in marketing, technology and strategic storytelling. She speaks at marketing conferences and forums, and has guest blogged at HuffPost and Infopresse. You can participate in one of her full-day workshops to learn from her expertise when it comes to emotional intelligence in storytelling.

To keep up-to-date with her happenings and daily musings – follow Diana on Twitter @dfyconsulting



The Power of Storytelling




Header image credit: Jakob Owens

How To Reach Millennials With Your Writing



They are young, they are savvy and more often than not, they are cashed up.

Millennials are the new wave of adults who came of age in the 21st century. By 2020, they will also make up 30 per cent of all retail sales.

So it goes without saying that it is critical to reach this audience with your content, but how?



Keep it simple, silly

Time to ditch the elegant prose, verbose descriptors and swags of business jargon – millennials aren’t interested. When it comes to reading, this generation prefers a more casual and informal tone and get turned off by business-speak.


Keep in touch

Weaving in popular culture references is a sure-fire winner. By knowing what the hot movies, televisions shows, games and music is at today (definitely not yesterday), you can use these sources to inject some colour and humour to your articles. This helps you connect with the millennial generation and show that you are in touch with what they like.


Use them as a voice of their generation

There is a latent distrust for business on social media platforms, but millennials are big on testimonials. That means reviews, comments etc from the common person. You can gear your content to ask questions and invite millennials into the conversation. These comments and reviews can also be reverse published to provide a contemporary voice that this generation is more likely to listen to.



Beware the short attention span

Social media and immediate access to data has created a mindset where concentration spans often only last for a matter of seconds. Keep your articles brief, and interject other media forms (images, audio, video) to keep things interesting.


These tips will assist with crafting content aimed at millennials, but the main thing to always remember is to be authentic. This generation can smell b/s a mile away, but gravitate towards businesses that are honest and transparent.




How Newsmodo can help

Our team of expert journalists can help you plot successful articles, blogs and reports. Contact us today to learn about our process of commissioning stories and developing content that will help you engage with your existing customers, as well as bring in a new audience.




Rakhal Ebeli 




Header image credit: Branden Harvey

How Badass Is Your Brand?



Branding is one of the most important aspects of any business, large or small, retail or B2B. One stand-out summary of what branding ‘means’ is courtesy of Entrepreneur; they say that “Your brand is your promise to your customer.” By telling your customer what they can expect from you, your company is differentiating itself from your competitors.


On the other hand; others say your ‘branding’ has nothing to do what you give or do for your customers either- but in reality it’s “the perception that a consumer has when they hear or think of your company name, service or product.” According to The Balance it’s the mental picture of your company represented by the elements, words, and creativity that surround it. So it’s easy enough to tell your customers and audience what you’re going to do, or what you’re going to give them.. But how do you make them think of your brand and business the way you want them to?


This is where “branders” like today’s guest, Pia Silva comes into play – where they can break down your business, analyse it and create all the different elements to showcase your brand at its best; clearly delivering your message, emotionally connecting you to your target audience and motivating your customers by creating a powerful loyalty loop.


Newsmodo CEO Rakhal Ebeli discusses how exactly you can reinvent your brand to be the badass that kicks butt in the competitive landscape, and what content can we create that amplifies our message to the masses.



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


Download the episode here


In this episode:

  • What branding means for solopreneurs and small businesses
  • How to build a brand that stands out from the competition
  • Building a badass brand


About the guest:

Pia Silva, entrepreneur, speaker, writer and the Founding Partner and Brand Strategist behind Worstofall Designs; her badass branding skills has helped many companies and business entrepreneurs build their brand strategy, positioning, messaging, logo, marketing and more.

To keep up-to-date with her happenings and daily musings – follow her on Twitter @PiaLovesYourBiz



How Badass Is Your Brand? 




Header image credit: Hermes Rivera