The CMO Show

What does 2017 hold in store? How is content marketing changing? Why does it even matter any more? In the last episode of The CMO Show for 2016, Mark and JV sit down with bestselling author and content marketing legend, Andrew Davis, to discuss all things content marketing.

A firm believer in the power of content marketing to change the outlook of an entire product or category, rather than a single brand, Andrew reckons it's the way marketers target content that will matter most in the coming year.

“A lot of people think that, ‘If we just do this slow slog of blog posts and email newsletters we'll eventually find our golden ticket’. When, in fact, I think if you're just smarter about the audience you're targeting and grow down the tree from the small branches that have highly passionate, high margin, potential audiences to go after, you eventually get to the trunk where everybody knows you."

The CEO of Monumental Shift, Andrew watches today's marketers trying to target every identified persona, spreading their budgets far and thin across each new channel. “In the online world we have this belief we should target everyone when, in fact, targeting everyone reaches no one. It's a terrible paradox,” he says.

Tune in for an episode full of insight from the content marketing oracle himself. Listen along as Andrew shares stories of marketing hits and misses, and explains why less content leaves room for better quality. We're rounding out the year with a bang.

How do you crack a foreign market that shifts your business values, depends on local partnerships, and has a work culture of “close enough”?

At the age of 27, Australia’s Andrew Collins arrived in China to do just this, acquiring the ‘Postkard Media’ agency Mailman Group. He now admits if he knew more at the time, he probably wouldn’t have gone.

“The reality is [you’re] dealing on different terms. The approach is very different. The quicker you understand that, the quicker you're going to start to realise where it is that you're going to find value and create a business in China.”

Collins has established Mailman as a Chinese advisory and gatekeeper for Western brands looking to plunder this lucrative audience.

Navigating China’s unique online environment, Mailman has engaged 100 million+ Chinese fans for Manchester United, produced 26 million Weibo reads for UFC, and garnered 140 million media impressions for GoUSA.

With numbers like these, many see the ‘Middle Kingdom’ as an unchartered land of opportunity, but Collins cautions the voyage. “Expect you'll lose. Expect it's going to be difficult. Expect that you won't win without local support. Expect that the market is not designed for you. It's designed for them.”

With a warning like this, would you still take on the dragon? In this episode of The CMO Show, JV and Mark share the story of the man who broke into China’s accelerated market, thrived, and survived to tell the tale.

The times they are a changing but when it comes to social media, change is constant and inevitable. So how do you harness the force of a platform that is shifting and disrupting itself? And what will 2016 look like for social media marketing?

In our final episode for 2015, Richard Spencer, head of agency at Isentia TwoSocial, drops by to chat with Mark and JV about who nailed and failed it in social media marketing this year. Richard also shares his thoughts on long-form content, the rise of the vertical video and wearable technology.

"I think the one defining constant is change effectively, and I think we as organisations are still learning how to use direct contact with consumers and stakeholders to great effect - we’re still getting our head around how that fits as users," Richard said. "I think that’s blurring the lines between how we’re using the channel from an organisational perspective, from an HR point of view, from a customer service perspective, from a marketing and a communications perspective, from a direct sales perspective and all of those are, in effect blending into one."

On this episode of The CMO Show, Mark is joined by Emily McReynolds, Head of Global AI Strategy at Adobe, and Jodie Sangster, Board Director and CMO.

Marketers and CX professionals are navigating a new era of customer experience.

Innovations, like generative AI, are redefining personalised interactions across the board.

Listen in as we examine the digital trends impacting marketers in 2024, courtesy of Adobe's Digital Trends Report.

You might also like:

• How WithYouWith Me amplifies diversity in tech talent
• How The Conversation is rising above the chatter
• How Adobe is driving dynamite digital experiences

The CMO Show is produced by ImpactInstitute, in partnership with Adobe. Visit our websites to learn more about what we do.

www.impactinstitute.com.au

https://business.adobe.com/au/

Ashley Killeen, Head of Impact at OzHarvest, sits down with host Mark Jones to discuss authentic brand storytelling, spreading messages of hope, and driving supporter engagement during COVID-19.

Resources

• OzHarvest
• OzHarvest #HereForHope
• OzHarvest's response to Coronavirus (COVID-19)

You might also like...

• Belinda Dimovski on the Australian Red Cross story
• Teresa Sperti on marketing a poverty-free future
• Chris Taylor on marketing Australia's biggest serial killer