{"id":15773,"date":"2016-08-02T04:00:00","date_gmt":"2016-08-02T09:00:00","guid":{"rendered":"https:\/\/aquent.com\/?p=15773"},"modified":"2016-08-02T04:00:00","modified_gmt":"2016-08-02T09:00:00","slug":"how-to-win-the-content-marketing-game","status":"publish","type":"post","link":"https:\/\/aquent.com\/en-au\/blog\/how-to-win-the-content-marketing-game","title":{"rendered":"How to win the content marketing game"},"content":{"rendered":"

What was the last piece of content<\/a> you or your team produced? Why did you do it and did it work?<\/p>\n

Most content disappears down the content marketing<\/a> black hole never to be seen again and this is why there is increasing disillusionment with the content game<\/a>.<\/p><\/blockquote>\n

The question is where is content moving and how do you start winning at the content game?<\/strong><\/p>\n

To answer this I will profile an individual — social media influencer, Jeff Bullas<\/a> — and a multi-national EY<\/a> (formerly Ernst & Young), both of whom are playing the content game extremely well.<\/p>\n

Producing less content but doing a lot more with it<\/h2>\n

In EY’s case they took the brave step of cutting back on their content. Merryn Stewart<\/a>, EY Oceania’s brand marketing and communications (BMC) director said “We’re producing a lot less content, but doing a lot more with it. This required refocusing the team<\/a> and the partners, not only on cutting back on the volume of content, but personalising it as far as possible.”<\/em><\/p>\n

EY’s last report, Digital Australia: State of the Nation 2014<\/a>, which will soon be benchmarked with their 2015 report, captures everything the BMC team set out to achieve and more. In EY’s case one of the best learnings was how they leverage, or, as I like to say ‘sweat’ their content. Says Merryn “We needed something from which we could run a year-long content and engagement program”.<\/em><\/p>\n

Content fractionalising — what is it and are you doing it?<\/h2>\n

EY cut down on their content but then superbly implemented what I call ‘content fractionalising' i.e. breaking it down into multi-format, digestible, client-friendly chunks. In EY’s case this included:<\/p>\n