What do you do?
I’m a writer and editor with years of experience as a newsroom leader, mainly at the SMH. As a consultant specialising in brand newsrooms, I use my experience to help corporate teams organise their content and produce stories and visuals that appeal to defined audiences.
What mantra are you living by this year?
It’s time for action.
What’s the most important thing marketers can do to drive commercial outcomes?
They need to align their original content with business goals and try to build loyal audiences around it. It’s difficult to create unique content with enough impact to keep audiences coming back for more, but that’s what you need to do to succeed.
What’s a cracking book you’d recommend, or a podcast you swear by?
Killing Marketing by Joe Pulizzi and Robert Rose is a handbook for marketers who want to monetise their content (and perhaps justify their existence!).
I enjoyed the Brand Newsroom podcast by the Lush Content Agency but sadly that recently ended (though it’s worth listening to back episodes). Personally, I enjoy Ian Rankin’s Inspector Rebus detective novels. Rankin uses humour and builds tension while painting dense landscapes in readers’ minds.
Who are your go-to thought leaders, and why?
Robert Rose from The Content Advisory is a great thought-provoker, and I enjoy anything by Ann Handley or Doug Kessler. The missives in Josh Bernoff’s daily Writing Without Bullshit newsletter never miss.
In Australia, I’ve always admired Sarah Mitchell from Typeset and Global Copywriting. Then there’s Matt Allison, of course, whose work and general approach has inspired me (and I mean that). What attracts me are people who see content creation as much more than just a short-term marketing tactic.
Search is my personal favourite as it is data-driven truth serum – a look into what consumers want at any given time.
You should define each keyword into category clusters that allow you to pinpoint your marketing bullseye: a tribe of like-minded people, not a persona.
Social enables you to understand what it takes to be a tribe leader within an interest.
For example, an Instagram influencer or celebrity within the beauty and cosmetics space has built up a tribe of 4 million people based on the hashtag #ethicalbeauty – which has 1 million posts.
Our favourite qu: What’s your top beer or wine recommendation?
I love red wine, and I’m particularly attracted to a great pinot noir, sangiovese and tempranillo.
If this sounds like you too, seek out small Hunter Valley winery Domaine de Binet. Daniel Binet is an outstanding young winemaker.
Other yarns you might enjoy
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We think our eDM Story Lab is pretty cool – hopefully you do too.