Simone Lenneberg’s innate ability to identify an audience’s emotional drivers and meld a cohesive paid, owned and earned strategy has seen her become one of Queensland’s most respected content marketers.
The breadth of her 20-year career – spanning content marketing, social media, marketing communication, brand, PR and public affairs – is one of her biggest assets.
She’s recently taken a greenfield gig as the Head of Content and Communication at RSL Queensland, and she’s charged with modernising its content, social and PR offering.
This includes helping people understand what RSL Qld really is – and debunking misconceptions that it’s about pubs and clubs – as well as showcasing the support and services it provides to veterans, and maximising participation in the RSL Art Union, Australia’s largest home lottery.
She previously helped transform Brisbane City Council’s marcomms culture, steering it away from a predominantly paid approach and instead leveraging insights and data to personalise how it engaged with residents.
This included championing engaging content experiences Brisbetter Days Out and
Brisbane: Better Together, which collectively helped position the council as the ‘go-to’ destination for all things to see and do in Brisbane.
What do you do?
This means creating the optimum piece of content, for the right person, in the most relevant channel, at the right time.
Just like a successful and long-lasting relationship, the connection needs to be underpinned by authenticity and trust, as well as identifying your audience’s emotive drivers, behaviours, wants and needs.
In a practical sense, at RSL Qld we’re creating a universal view of our audiences and adopting a truly integrated approach to our marketing activity with a purposeful payload.
My team focus on enhancing our content marketing to build better brand awareness, growing our social communities and creating purposeful connections with veterans and their families to help them build better lives.
What mantra are you living by this year?
Given that I kickstarted 2021 in a new role, my theme is new beginnings: learning new things, taking on new challenges and finding new ways to help people.
I’m also challenging my lack of coordination in a physical sense by taking up paddleboarding and learning the drums. The beauty of the world today is that it’s never too late to learn new tricks! Or at least have fun trying.
What’s the most important thing that marketers can do to drive commercial outcomes?
I’ll give you three.
Do fewer things extremely well; I’d pick quality content over quantity any day of the week.
Truly understand your customer’s journey through every touchpoint of your business.
What’s a cracking book you’d recommend or podcast you swear by?
I love Sarah Wilson’s This One Wild and Precious Life. It takes you on the journey of her nomadic adventures, with observations about people she meets and the common things that connect us.
I also recommend Excerpts from Experts: Marketing. I particularly love this quote by Cheryl Calverley, CEO of Eve Sleep: “For every hour you spend looking at data, spend at least two with other people… Get close to people’s actual lives, the ones you never see on Instagram or the TV, and create a ‘big data set’ for your gut instinct.”
Who are your go-to thought leaders, and why?
My best teachers are the people around me, particularly the talented people I’ve been lucky to work with throughout my career, and my two gorgeous children, Jack and Sophie.
I’ve also learnt a tremendous amount from the one and only Matt Allison throughout the years.
Our favourite qu: What’s your top beer or wine recommendation?
A well-mixed cocktail never escapes my attention, particularly a nicely done margarita. And I’m always up for a sneaky pinot.
Lately, I’ve also been exploring the myriad fabulous brands that are offering a new twist on non-alcoholic beverages, including Melbourne-based NON and Swedish company Gnista.
They deliver all the delicious flavour of a spirit, without the calories or alcohol hit. (Sorry Matt, I know this recommendation will disappoint you!)