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The power of the white paper

White papers certainly aren’t new to the content marketing arena – but despite the growing number of tools in the marketing tool kit, white papers can still be one of the most effective. A well-executed white paper can help to set up new relationships, build trust and position organisations and people as critical thought leaders. If a white paper isn’t already a…

Avoiding suffocation by storytelling

There was a day when “death by PowerPoint” was the worst scenario facing business audiences. However, today there is a new danger… suffocation by storytelling! As businesses have awoken to the power of storytelling, customers are now faced with a tsunami of content. The problem is not all of it is useful, helpful or relevant. As communication evolves it’s about time we…

Activating the power of influence

You’ve probably heard the term influencer marketing thrown around more and more often as it’s become increasingly popular with big brands and their marketing strategies. But what is it and how do we leverage it within our own marketing mixes? Influencer marketing involves leveraging well known social influencers to deliver a message to key stakeholders. It typically goes hand-in-hand with social media…

Marketing mini-series Part 4: Driving content marketing success

Latest research found that while 81% of Australian marketers are using a content marketing strategy, only 30% described their content marketing as sophisticated or mature. It’s clear the practice is evolving at a rapid pace as organisations experiment with channels, messages and content. But this Content Marketing Institute research also suggests that while organisations were increasingly adopting content marketing, its efficacy is…

Marketing mini-series Part 3: Components of a content marketing plan

There are many questions to consider when putting together an effective content marketing plan. What do you hope to achieve? What sets you apart? What do our customers need from us and what do we as a company need? To help answer these questions it’s important to put together a thorough plan. Here are seven key components to any effective content marketing…

Marketing mini-series Part 2: The benefits of content marketing

Just because other companies are deploying content marketing strategies, doesn’t necessarily mean you should invest the time and resources into developing your own strategy. However, what should convince you to dive into content marketing are the proven benefits that make it one of the most practical, valuable and useful marketing strategies you can adopt. According to the Content Marketing in Australia 2016:…

Marketing mini-series Part 1: What is content marketing?

Leading international and Australian Business-to-Business (B2B) and Business-to-Consumer (B2C) companies are increasingly turning to content marketing to raise brand awareness and shape stakeholder behaviour. Over the next few weeks, BBS will present a series on content marketing to help you unlock the secrets that can separate your business from others.