Content Marketing

James has a pretty simple philosophy when it comes to content marketing: create content that your customers want to see, and they’ll reward you.

Leveraging years of insight and passion from journalism, James has been able to adapt his skills to create content that will get audiences clicking, and leave them wanting more.

He's then piled head-long into the data to make sure what he creates next leaves audiences with an even better experience.

He's written in both acquisition and brand campaigns, and can bring the insight born of his experience to your organisation.

Below, you'll find a case study on how he was able to leverage key audience insights to create cracking content to engage and convert.

James was employed as a content editor and journalist for two-and-a-half years, mainly taking care of the myob blog, The Pulse.

But he did a whole bunch of other stuff, including creating podcasts and video.

Here’s how he helped the company attract 2.1 million unique visitors during his time with the company (including 1.4 million under his own byline), using two distinct strategies:

Branding

When James joined myob, the main challenge for its marketing department was getting its brand seen as the cool tech play it is — not the desktop software company it was.

To do this, James collaborated with key players in Australia’s tech startup scene to help shift brand perceptions — while still providing value to readers.

Click on the images below to be taken to blog posts aimed at shifting brand perception

Acquisition

Branding is a lot of fun, but at some point the rubber needs to meet the road and brand equity needs to be converted into sales.

To do this, the company commissioned research which indicated that business owners from the retail, hospitality, trade and construction, and professional services sectors were more likely to buy new accounting software than others.

So to produce an audience from those industries the marketing department could re-target, it was up to me to produce low sales message content to attract people from those industries.

Click on the images below to be taken to blog posts which demonstrate how James and myob did just that

But that’s not all!

James has worked with dozens of ASX companies to produce content for a variety of channels to help attract new eyeballs and engage existing shareholders — often a challenge when a company has little to no news flow.

If you want to talk to James about he can help plan and execute a content strategy designed to help you stand out from the pack, get in touch below: