(24671,27874,1,'Seven mistakes people make building websites','2021-07-22 05:55:18','2021-07-22 05:55:18','57e610eb-96e1-4afb-8ba9-dd54f2c3126e',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24673,27876,1,'Seven mistakes people make building websites','2021-07-22 05:56:43','2021-07-22 05:56:43','5eb9d608-b8a1-434d-a067-b1e62f02d279',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-ceS0FthEM6\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-zgzhmh66J7\",\"content\":{\"fields\":{\"backgroundColour\":\"bg-white\",\"sectionHeight\":\"h-auto\",\"plainText\":\"The advertising you’ve done, the marketing budget you’ve spent, the countless planning meetings your team has attended—all that time and money you’ve invested has driven a potential customer to your website.\\n\\nNow is the moment.\\n\\nAfter months—maybe years—of effort, your potential customer will make their decision in seconds.\\n\\nThey may love what they see and continue to be interested. Or they may leave, with their memory of you going up in smoke and your investment with it.\\n\\nThat’s why it’s so important to build an effective website.\\n\\nFraming a website to contain everything you need is challenging. Some websites become too word-heavy, while others lack structure and narrative.\\n\\nGetting your website right from the beginning can save you a lot of pain in the long run.\\n\\nHere\'s our tips to tackling website mistakes.\\n\\n**1. Unacknowledged expectations**\\n\\nWhat do you expect your website to do for you? You want this investment to count, so be informed, decide what you need and be intentional with your allocated budget. There are only two options—either start with careful planning and consultation and spend a realistic budget, or jump in with assumptions … and experience scope-creep, frustration and the need to pour more money in later. Your time and money (and sanity) are too valuable to waste on option two. So, choose wisely.\\n\\nIt’s also important to understand the purpose of your website. A website for a website’s sake helps no-one. Your business is unique so your website should be, too. Make it crystal clear—state who you are, what you do and what you promise your customers. Set yourself up for success by providing your developer with a clear website purpose, an informed plan and a predetermined budget.\\n\\n**2. A guess is no good**\\n\\nAnalytics, metrics or key performance indicators (KPIs)—they’re all clever ways to study the website user journey. What do you need your website to achieve? This will depend on what kind of product or service you offer and the kind of experience you want to create for the user. Lay out your objectives and match them with KPIs.\\n\\nThere are plenty of ways to get insight into your website. Consider bounce rates, session duration or pages per session metrics. Or you could sharpen your content strategy by watching goal conversion rates of passive to active website users. Understanding your metrics and the goals you want to achieve will also help you to understand how your website interacts with its digital ecosystem.\\n\\n**3. It’s not for you**\\n\\nIt might be about you, but the website isn’t for you. Optimising your website starts with learning what your users are responding well to. How are they getting to your website? What kind of content are they reading? When do they read it? How long are they staying?\\n\\nBy understanding your metrics you can shape a truly effective website experience for your customers. It’s all in the detail—from content creation to search engine optimisation (we have some helpful tips [here](http://newwordorder.com.au/top-20-tips-seo/)).\\n\\n**4. Information overload**\\n\\nYour website is where your potential customers will go to check your credibility. Credibility is about trust. One way to build trust is to position yourself and your organisation as experts. However, credibility isn’t just about what you know—it’s about who you are. Include stories and testimonials about you and your organisation to avoid information overload. Then, potential customers will leave your website satisfied that you can be trusted ... and they\'re one step closer to doing business with you.\\n\\n**5. Losing the user**\\n\\nMany people complain about feeling lost on websites. The customer journey should be clear. If the information on your website is simple and structured, you can guide visitors on the path you’d like them to take. Use tabs and sub-pages for different categories, and make it logical. For best results, spend time studying user movements and running trials and tests. Over time your predictions will become more accurate as you get to know your audience.\\n\\n**6. Wasted words**\\n\\nCapture your customers quickly. As we’ve previously discussed in our Writing for (readable) web article, there are some hallmarks we use when writing web copy for our clients. Here are a few of them:\\n\\n- short, effective sentences (say the same information with less)\\n- sub-headings and headings containing keywords\\n- everyday words the average reader can easily understand (plain English)\\n- direct language\\n- consistent, logical structuring of information.\\n\\n**7. Don’t be unfriendly**\\n\\nHow does your website display on mobile devices and tablets? Due to the growth in user visits from non-desktop devices, it’s now safe to say that an unresponsive website—regardless of your industry and demographic—will cost you customers and revenue. When your website isn’t responsive, your customers won’t look for the closest desktop computer ... they’ll look for another website. Instead, make your website as friendly as possible to give your customers the same quality of experience online that they experience offline.\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24675,27878,1,'The building blocks of branding','2021-07-22 05:57:58','2021-07-22 05:57:58','401097d2-d8c4-48e7-86f7-7267826050dd',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-h0rIv02KE0\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-zgzhmh66J7\",\"content\":{\"fields\":{\"backgroundColour\":\"bg-white\",\"sectionHeight\":\"h-auto\",\"plainText\":\"Through 20 years of branding experience, we’ve come to understand stakeholder engagement is essential for a brand to have cut-through.\\n\\nWe’ve engaged with our clients’ stakeholders for many years and in many ways—ranging from formal, formative market research through to in-depth focus groups, workshops, community forums, brand satisfaction surveys and phone interviews.\\n\\nNo matter the method, what really counts is that we capture how people relate to your brand. That relationship leads to relevance and then the ultimate goal: resonance.\\n\\n#### **Relationship**\\n\\nEvery great brand is built on relationship.\\n\\nWhen you form healthy relationships with stakeholders, you open yourself up to a range of opinions. Generally, feedback gets more constructive as the relationship grows healthier.\\n\\nIf you’re the brand manager, it can feel a bit like tough love at first—but it does get easier.\\n\\n#### **Relevance**\\n\\nSo much more than a logo, brands are heavy with meaning for stakeholders. And so if the environment changes but your brand doesn’t, the meaning is lost.\\n\\nA lot of the stakeholder feedback we hear about brands is that they’re outdated or lack appeal. Without relevance, your stakeholders no longer feel the love.\\n\\nConstantly retune yourself to your stakeholders and you’ll keep fulfilling their needs.\\n\\n#### **Resonance**\\n\\nResonance is where understanding meets impact.\\n\\nA brand rich with resonance is the holy grail of marketing and, true to legend, few reach it.\\n\\nThat’s because resonance means your brand is a perfect fit for your stakeholders’ environment, pain points, wants and emotional connection.\\n\\nResonance engenders attention and respect, and turns want to need.\\n\\nAnd when stakeholders can’t live without your brand? Happy days.\\n\\n#### **The 3Rs start here**\\n\\nWhether you’re looking to name and brand or rename and rebrand, your brand journey starts with understanding your stakeholders.\\n\\nTalk to us about how to take your first steps.\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24677,27880,1,'Why you need a six-month comms strategy for your website','2021-07-22 05:59:20','2021-07-22 05:59:20','a5449977-9ded-4bf3-b9f1-8d23e80103a2',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-Ag2Hjm9ifL\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-zgzhmh66J7\",\"content\":{\"fields\":{\"backgroundColour\":\"bg-white\",\"sectionHeight\":\"h-auto\",\"plainText\":\"You know the feeling: an ad promise draws you in, you click through to the website and you’re impressed because it looks super slick.\\n\\nThen you actually read it. And now you’re disappointed because it doesn’t actually say anything other than the surface detail of a business.\\n\\nThese websites are so common they’ve earned the term ‘brochure’ website. They look great, but that’s it.\\n\\nWe see it all the time and think it’s such a shame. Why? Because a website can be so. much. more.\\n\\nHow can your website escape the dreaded brochure effect? In short, don’t set and forget.\\n\\nGood websites move, breathe and live—just like your business does.\\n\\nEveryone knows it’s good practice to regularly update your website messaging and functionality. But you need to actually get around to doing it and—more importantly—have a reason for making a change.\\n\\n#### So, what’s your strategy?\\n\\nA website communication and engagement strategy has so many benefits. But the biggest one by far is SEO.\\n\\nBy biggest we don’t mean the most confusing or time-consuming. It simply boils down to content. Fresh content tells Google: This is who I am! This is what I do! See me! Hear me!\\n\\nGoogle’s algorithms are super clever because they serve up the sort of content people want. But it means Google can only give people the content they want if it knows about your business and what you’re offering.\\n\\nOf course, there are some technical aspects to consider. But your best SEO strategy is a long-term communications plan.\\n\\nDo you know what the next six months for your website content looks like? What can you offer your customers other than opening hours and where you’re located?\\n\\nBy developing a digital communications strategy, your website gets updated regularly, which helps Google share your message with the right people at the right time.\\nPotential customers will find you, engage with you and trust you enough to get in touch.\\n\\nYou have so many options for interesting content. It could be a thought-leadership piece, event, media release, whitepaper, testimonial—the list can go on.\\n\\nWe have a huge amount of communications tools and angles we can develop to bolster your web presence.\\nGoogle also loves a fast, responsive website. Optimising your website by using the latest version of your content management system will ensure your site is running smoothly and as fast as it can.\\n\\nLikewise, this will make your site more secure and help prevent security breaches (particularly important if you use WordPress).\\n\\nWe also offer long-term website maintenance plans. These include detailed server monitoring and ensuring your CMS and plugins are up-to-date.\\n\\nFor more critical sites, we offer zero downtime code-update deployments.\\n\\nTalk to us about a long-term strategy for your website so it can be more than just another ‘brochure site’.\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24679,27882,1,'Top 20 tips for SEO','2021-07-22 06:04:40','2021-07-22 06:04:40','04f4ca4a-392b-459d-9e59-eb785663f1c0',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-O6poAgcqdE\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new1\"],\"blocks\":{\"new1\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"Good SEO starts with a bit of DIY.\",\"headingColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}},{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-ZQX7vXsd49\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-zgzhmh66J7\",\"content\":{\"fields\":{\"backgroundColour\":\"bg-white\",\"sectionHeight\":\"h-auto\",\"plainText\":\"Sure, there are loads of experts and agencies out there that specialise in the field, and many of them do a great job.\\n\\nBut there’s actually plenty you can do yourself before you even need to look for an external supplier to help with your SEO.\\n\\nGet your SEO checklist\\nTo get you started on your next SEO DIY project, we’ve put together a top 20 checklist.\\n\\n1. Do your research—Identify key search terms, words and phrases, and check out competitors’ sites.\\n2. Work out where you are now—As soon as possible, keep a regular record of where your site currently ranks in search results, using various words, phrases and questions.\\n3. Work out where you want to be—Define your goals early on so you can measure your progress and adjust your strategy as you go along.\\n4. Make your content relevant—Search engines provide the most relevant results to a searcher’s query, so write content based on what people might search for.\\n5. Improve the quality of your content—Publish helpful, useful articles, videos and other types of media that people will want to engage with.\\n6. Think about user experience—Make sure your site is easy to navigate, with plenty of relevant internal links to keep users on your page for longer.\\n7. Ensure your site is responsive—Is your website designed to resize for viewing on desktop, tablet and mobile devices? It should be.\\n8. Include plenty of internal links—This helps pushes traffic around your site, building higher ‘trust signals’ for Google, and gives your audience more to read.\\n9. Write meta descriptions—This short paragraph of text under your page’s URL in search results can really improve the chance of someone clicking on it.\\n10. Include title tags—These few key words describing the page and your brand name tell visitors and search engines what your site is about in the most succinct way possible.\\n11. Tag your images—Search engines cannot ‘see’ images but they can ‘read’, so it’s important to describe any pictures you upload to your site.\\n12. Create evergreen content—More thoughtful and practical advice-based articles can create better results over the long term. Top 20 list, anyone?\\n13. Consider your domain name—Having a ‘keyword-rich’ domain name can improve ranking but can also lead to closer scrutiny by search engines.\\n14. Think about headlines—Make headlines as snappy, attractive and descriptive as possible, and stay away from clickbait.\\n15. Turn on comments—This helps generate a community of engaged users and, whatever their opinion of your content, you’ll know it’s being read.\\n16. Go social—By using social media channels as a genuine way to interact with customers, you can help generate interest in your brand and drive traffic to your site.\\n17. Watch your on-site advertising—Intrusive ads can destroy the pleasure of viewing your content and also slow your site down (not good for SEO).\\n18. Avoid keyword stuffing—Some search engines will actually penalise you for obviously overusing certain keywords on your pages.\\n19. Be aware of duplicated content—If two sites publish identical content, search engines will only index one of those pages.\\n20. Don’t hide links and text—Doing things like hiding white keyword-stuffed text on a white background or hiding a link in a full stop is likely to be punished by search engines.\\n\\nFollow these tips and you’ll be well on your way up the rankings in no time!\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24681,27884,1,'Top 20 tips for SEO','2021-07-22 06:05:23','2021-07-22 06:05:23','6d338a9d-4a29-43e2-b735-ed67a353a821',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-ZQX7vXsd49\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-zgzhmh66J7\",\"content\":{\"fields\":{\"backgroundColour\":\"bg-white\",\"sectionHeight\":\"h-auto\",\"plainText\":\"#### Good SEO starts with a bit of DIY.\\n\\nSure, there are loads of experts and agencies out there that specialise in the field, and many of them do a great job.\\n\\nBut there’s actually plenty you can do yourself before you even need to look for an external supplier to help with your SEO.\\n\\nGet your SEO checklist\\nTo get you started on your next SEO DIY project, we’ve put together a top 20 checklist.\\n\\n1. Do your research—Identify key search terms, words and phrases, and check out competitors’ sites.\\n2. Work out where you are now—As soon as possible, keep a regular record of where your site currently ranks in search results, using various words, phrases and questions.\\n3. Work out where you want to be—Define your goals early on so you can measure your progress and adjust your strategy as you go along.\\n4. Make your content relevant—Search engines provide the most relevant results to a searcher’s query, so write content based on what people might search for.\\n5. Improve the quality of your content—Publish helpful, useful articles, videos and other types of media that people will want to engage with.\\n6. Think about user experience—Make sure your site is easy to navigate, with plenty of relevant internal links to keep users on your page for longer.\\n7. Ensure your site is responsive—Is your website designed to resize for viewing on desktop, tablet and mobile devices? It should be.\\n8. Include plenty of internal links—This helps pushes traffic around your site, building higher ‘trust signals’ for Google, and gives your audience more to read.\\n9. Write meta descriptions—This short paragraph of text under your page’s URL in search results can really improve the chance of someone clicking on it.\\n10. Include title tags—These few key words describing the page and your brand name tell visitors and search engines what your site is about in the most succinct way possible.\\n11. Tag your images—Search engines cannot ‘see’ images but they can ‘read’, so it’s important to describe any pictures you upload to your site.\\n12. Create evergreen content—More thoughtful and practical advice-based articles can create better results over the long term. Top 20 list, anyone?\\n13. Consider your domain name—Having a ‘keyword-rich’ domain name can improve ranking but can also lead to closer scrutiny by search engines.\\n14. Think about headlines—Make headlines as snappy, attractive and descriptive as possible, and stay away from clickbait.\\n15. Turn on comments—This helps generate a community of engaged users and, whatever their opinion of your content, you’ll know it’s being read.\\n16. Go social—By using social media channels as a genuine way to interact with customers, you can help generate interest in your brand and drive traffic to your site.\\n17. Watch your on-site advertising—Intrusive ads can destroy the pleasure of viewing your content and also slow your site down (not good for SEO).\\n18. Avoid keyword stuffing—Some search engines will actually penalise you for obviously overusing certain keywords on your pages.\\n19. Be aware of duplicated content—If two sites publish identical content, search engines will only index one of those pages.\\n20. Don’t hide links and text—Doing things like hiding white keyword-stuffed text on a white background or hiding a link in a full stop is likely to be punished by search engines.\\n\\nFollow these tips and you’ll be well on your way up the rankings in no time!\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24683,27886,1,'Top 20 tips for SEO','2021-07-22 06:07:24','2021-07-22 06:07:24','b986c5fe-e606-4f76-ab4b-d734aef248a8',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-ZQX7vXsd49\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-zgzhmh66J7\",\"content\":{\"fields\":{\"backgroundColour\":\"bg-white\",\"sectionHeight\":\"h-auto\",\"plainText\":\"### **GOOD SEO STARTS WITH A BIT OF DIY.**\\n\\nSure, there are loads of experts and agencies out there that specialise in the field, and many of them do a great job.\\n\\nBut there’s actually plenty you can do yourself before you even need to look for an external supplier to help with your SEO.\\n\\nGet your SEO checklist\\nTo get you started on your next SEO DIY project, we’ve put together a top 20 checklist.\\n\\n1. Do your research—Identify key search terms, words and phrases, and check out competitors’ sites.\\n2. Work out where you are now—As soon as possible, keep a regular record of where your site currently ranks in search results, using various words, phrases and questions.\\n3. Work out where you want to be—Define your goals early on so you can measure your progress and adjust your strategy as you go along.\\n4. Make your content relevant—Search engines provide the most relevant results to a searcher’s query, so write content based on what people might search for.\\n5. Improve the quality of your content—Publish helpful, useful articles, videos and other types of media that people will want to engage with.\\n6. Think about user experience—Make sure your site is easy to navigate, with plenty of relevant internal links to keep users on your page for longer.\\n7. Ensure your site is responsive—Is your website designed to resize for viewing on desktop, tablet and mobile devices? It should be.\\n8. Include plenty of internal links—This helps pushes traffic around your site, building higher ‘trust signals’ for Google, and gives your audience more to read.\\n9. Write meta descriptions—This short paragraph of text under your page’s URL in search results can really improve the chance of someone clicking on it.\\n10. Include title tags—These few key words describing the page and your brand name tell visitors and search engines what your site is about in the most succinct way possible.\\n11. Tag your images—Search engines cannot ‘see’ images but they can ‘read’, so it’s important to describe any pictures you upload to your site.\\n12. Create evergreen content—More thoughtful and practical advice-based articles can create better results over the long term. Top 20 list, anyone?\\n13. Consider your domain name—Having a ‘keyword-rich’ domain name can improve ranking but can also lead to closer scrutiny by search engines.\\n14. Think about headlines—Make headlines as snappy, attractive and descriptive as possible, and stay away from clickbait.\\n15. Turn on comments—This helps generate a community of engaged users and, whatever their opinion of your content, you’ll know it’s being read.\\n16. Go social—By using social media channels as a genuine way to interact with customers, you can help generate interest in your brand and drive traffic to your site.\\n17. Watch your on-site advertising—Intrusive ads can destroy the pleasure of viewing your content and also slow your site down (not good for SEO).\\n18. Avoid keyword stuffing—Some search engines will actually penalise you for obviously overusing certain keywords on your pages.\\n19. Be aware of duplicated content—If two sites publish identical content, search engines will only index one of those pages.\\n20. Don’t hide links and text—Doing things like hiding white keyword-stuffed text on a white background or hiding a link in a full stop is likely to be punished by search engines.\\n\\nFollow these tips and you’ll be well on your way up the rankings in no time!\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24685,27888,1,'How to really consult your stakeholders','2021-07-22 06:08:55','2021-07-22 06:08:55','44fd8003-5f6f-4b87-803e-81be78a91389',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-P2IEHpScdx\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-zgzhmh66J7\",\"content\":{\"fields\":{\"backgroundColour\":\"bg-white\",\"sectionHeight\":\"h-auto\",\"plainText\":\"Whether they are inside, outside, removed or closely involved—stakeholders have the insight businesses need for long-term growth and sustainability.\\n\\nIf they are a stakeholder, they have a connection with you.\\n\\nAnd like any other relationship, they need to know their connection, time and opinions are valued.\\n\\nIt often takes an open mind to find what works for you and the stakeholder.\\n\\nFinding this place of mutual benefit can lead to business growth and longevity.\\n\\nWe’ve broken down our approach to nurturing stakeholder relationships for meaningful engagement.\\n\\n#### **Your stakeholder is anyone who can be impacted by your business.**\\n\\nOnce you really understand this, you’ll start to notice the cycle of impact between the stakeholder and your business. And, this is partly why we begin to engage with stakeholders—to understand how different groups are responding, reacting or behaving.\\n\\n#### **But who are they, really?**\\n\\nNow, go deeper to really understand the nuances of your stakeholder groups.\\n\\nYour engagement plan should be detailed enough to allow for different levels of accessibility, and demographic and cultural considerations. The better you nuance, the greater the feeling of respect and care you’ll engender.\\n\\n#### **What do I need to achieve here?**\\n\\nThere are varying degrees of impact across the common types of engagement—inform, consult, involve, collaborate and empower. Every impact is a win for you.\\n\\nBy inviting stakeholders to provide advice and guidance, you are showing interest and genuine regard for their opinions.\\n\\n#### **Let’s talk**\\n\\nA healthy and productive conversation is two-way. We pursue positive and productive conversations with stakeholders because we need to understand stakeholder perspectives, and we need to hear it from them.\\n\\n#### **Bye for now**\\n\\nThe conversation will close, but the relationship isn’t over. Stakeholders have given their time, effort and reflections. It’s your turn to respond with accuracy, timeliness and balance.\\n\\nThe truth is, these conversations take patience, a steadfast commitment to values, sometimes sacrifice, and always an open mind.\\n\\nAt NWO, we care about stakeholder engagement because we regularly witness the impact it has on the health of businesses and organisations.\\n\\nIs it important to you?\\n\\nTalk to us about stakeholder engagement today.\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24686,27889,1,'How to really consult your stakeholders','2021-07-22 06:09:31','2021-07-22 06:09:31','71124a88-3930-42a6-bcee-d7ebb50ea6f4',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-P2IEHpScdx\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-zgzhmh66J7\",\"content\":{\"fields\":{\"backgroundColour\":\"bg-white\",\"sectionHeight\":\"h-auto\",\"plainText\":\"Whether they are inside, outside, removed or closely involved—stakeholders have the insight businesses need for long-term growth and sustainability.\\n\\nIf they are a stakeholder, they have a connection with you.\\n\\nAnd like any other relationship, they need to know their connection, time and opinions are valued.\\n\\nIt often takes an open mind to find what works for you and the stakeholder.\\n\\nFinding this place of mutual benefit can lead to business growth and longevity.\\n\\nWe’ve broken down our approach to nurturing stakeholder relationships for meaningful engagement.\\n\\n#### **Your stakeholder is anyone who can be impacted by your business.**\\n\\nOnce you really understand this, you’ll start to notice the cycle of impact between the stakeholder and your business. And, this is partly why we begin to engage with stakeholders—to understand how different groups are responding, reacting or behaving.\\n\\n#### **But who are they, really?**\\n\\nNow, go deeper to really understand the nuances of your stakeholder groups.\\n\\nYour engagement plan should be detailed enough to allow for different levels of accessibility, and demographic and cultural considerations. The better you nuance, the greater the feeling of respect and care you’ll engender.\\n\\n#### **What do I need to achieve here?**\\n\\nThere are varying degrees of impact across the common types of engagement—inform, consult, involve, collaborate and empower. Every impact is a win for you.\\n\\nBy inviting stakeholders to provide advice and guidance, you are showing interest and genuine regard for their opinions.\\n\\n#### **Let’s talk**\\n\\nA healthy and productive conversation is two-way. We pursue positive and productive conversations with stakeholders because we need to understand stakeholder perspectives, and we need to hear it from them.\\n\\n#### **Bye for now**\\n\\nThe conversation will close, but the relationship isn’t over. Stakeholders have given their time, effort and reflections. It’s your turn to respond with accuracy, timeliness and balance.\\n\\nThe truth is, these conversations take patience, a steadfast commitment to values, sometimes sacrifice, and always an open mind.\\n\\nAt NWO, we care about stakeholder engagement because we regularly witness the impact it has on the health of businesses and organisations.\\n\\nIs it important to you?\\n\\nTalk to us about stakeholder engagement today.\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24691,27894,1,'Top 20 tips for SEO','2021-07-22 06:21:57','2021-07-22 06:21:57','00513150-8db7-40b1-a592-32f0c393e4a4',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-ZQX7vXsd49\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-zgzhmh66J7\",\"content\":{\"fields\":{\"backgroundColour\":\"bg-white\",\"sectionHeight\":\"h-auto\",\"plainText\":\"\",\"sectionTitle\":\"\"}}}}},{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-P9HDvjQfFI\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new1\",\"new2\",\"new3\",\"new4\"],\"blocks\":{\"new1\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"GOOD SEO STARTS WITH A BIT OF DIY\",\"headingColour\":\"text-black\"}},\"new2\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"Sure, there are loads of experts and agencies out there that specialise in the field, and many of them do a great job.\\n\\nBut there’s actually plenty you can do yourself before you even need to look for an external supplier to help with your SEO.\\n\\nGet your SEO checklist\\n\\nTo get you started on your next SEO DIY project, we’ve put together a top 20 checklist.\",\"textSize\":\"text-base\",\"textColour\":\"text-black\"}},\"new3\":{\"type\":\"textGrid\",\"enabled\":\"1\",\"fields\":{\"gridItems\":{\"sortOrder\":[\"new1\",\"new2\",\"new3\",\"new4\",\"new5\",\"new6\",\"new7\",\"new8\",\"new9\",\"new10\",\"new11\",\"new12\",\"new13\",\"new14\",\"new15\",\"new16\",\"new17\",\"new18\",\"new19\",\"new20\"],\"blocks\":{\"new1\":{\"type\":\"6\",\"fields\":{\"heading\":\"1. Do your research\",\"text\":\"Identify key search terms, words and phrases, and check out competitors’ sites.\"}},\"new2\":{\"type\":\"6\",\"fields\":{\"heading\":\"2. Work out where you are now\",\"text\":\"Work out where you are now—As soon as possible, keep a regular record of where your site currently ranks in search results, using various words, phrases and questions.\"}},\"new3\":{\"type\":\"6\",\"fields\":{\"heading\":\"3. Work out where you want to be\",\"text\":\"Define your goals early on so you can measure your progress and adjust your strategy as you go along.\"}},\"new4\":{\"type\":\"6\",\"fields\":{\"heading\":\"4. Make your content relevant\",\"text\":\"Search engines provide the most relevant results to a searcher’s query, so write content based on what people might search for.\"}},\"new5\":{\"type\":\"6\",\"fields\":{\"heading\":\"5. Improve the quality of your content\",\"text\":\"Publish helpful, useful articles, videos and other types of media that people will want to engage with.\"}},\"new6\":{\"type\":\"6\",\"fields\":{\"heading\":\"6. Think about user experience\",\"text\":\"Make sure your site is easy to navigate, with plenty of relevant internal links to keep users on your page for longer.\"}},\"new7\":{\"type\":\"6\",\"fields\":{\"heading\":\"7. Ensure your site is responsive\",\"text\":\"s your website designed to resize for viewing on desktop, tablet and mobile devices? It should be.\"}},\"new8\":{\"type\":\"6\",\"fields\":{\"heading\":\"8. Include plenty of internal links\",\"text\":\"This helps pushes traffic around your site, building higher ‘trust signals’ for Google, and gives your audience more to read.\"}},\"new9\":{\"type\":\"6\",\"fields\":{\"heading\":\"9. Write meta descriptions\",\"text\":\"This short paragraph of text under your page’s URL in search results can really improve the chance of someone clicking on it.\"}},\"new10\":{\"type\":\"6\",\"fields\":{\"heading\":\"10. Include title tags\",\"text\":\"These few key words describing the page and your brand name tell visitors and search engines what your site is about in the most succinct way possible.\"}},\"new11\":{\"type\":\"6\",\"fields\":{\"heading\":\"11. Tag your images\",\"text\":\"Search engines cannot ‘see’ images but they can ‘read’, so it’s important to describe any pictures you upload to your site.\"}},\"new12\":{\"type\":\"6\",\"fields\":{\"heading\":\"12. Create evergreen content\",\"text\":\"More thoughtful and practical advice-based articles can create better results over the long term. Top 20 list, anyone?\"}},\"new13\":{\"type\":\"6\",\"fields\":{\"heading\":\"13. Consider your domain name\",\"text\":\"Having a ‘keyword-rich’ domain name can improve ranking but can also lead to closer scrutiny by search engines.\"}},\"new14\":{\"type\":\"6\",\"fields\":{\"heading\":\"14. Think about headlines\",\"text\":\"Make headlines as snappy, attractive and descriptive as possible, and stay away from clickbait.\"}},\"new15\":{\"type\":\"6\",\"fields\":{\"heading\":\"15. Turn on comments\",\"text\":\"This helps generate a community of engaged users and, whatever their opinion of your content, you’ll know it’s being read.\"}},\"new16\":{\"type\":\"6\",\"fields\":{\"heading\":\"16. Go social\",\"text\":\"By using social media channels as a genuine way to interact with customers, you can help generate interest in your brand and drive traffic to your site.\"}},\"new17\":{\"type\":\"6\",\"fields\":{\"heading\":\"17. Watch your on-site advertising\",\"text\":\"Intrusive ads can destroy the pleasure of viewing your content and also slow your site down (not good for SEO).\"}},\"new18\":{\"type\":\"6\",\"fields\":{\"heading\":\"18. Avoid keyword stuffing\",\"text\":\"Some search engines will actually penalise you for obviously overusing certain keywords on your pages.\"}},\"new19\":{\"type\":\"6\",\"fields\":{\"heading\":\"19. Be aware of duplicated content\",\"text\":\"If two sites publish identical content, search engines will only index one of those pages.\"}},\"new20\":{\"type\":\"6\",\"fields\":{\"heading\":\"20. Don’t hide links and text\",\"text\":\"Doing things like hiding white keyword-stuffed text on a white background or hiding a link in a full stop is likely to be punished by search engines.\"}}}}}},\"new4\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"Follow these tips and you’ll be well on your way up the rankings in no time!\",\"textSize\":\"text-base\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24693,27896,1,'Pretty or powerful? And can you have it all?','2021-07-22 09:36:18','2021-07-22 09:36:18','a44ac49f-f699-41ac-8f45-e21a68bfbafc',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-2kuJmcRRkp\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-zgzhmh66J7\",\"content\":{\"fields\":{\"backgroundColour\":\"bg-white\",\"sectionHeight\":\"h-auto\",\"plainText\":\"#### Being a commercial creative means someone is hoping, expecting and paying for a result.\\n\\nBut just because something is creative in its execution doesn’t mean it’s going to be effective in achieving its goal.\\n\\nHere are five pitfalls to avoid when procuring creative services:\\n\\n- Hiring a single creative, like a designer, to be a whole creative team. Your supplier will end up working in one strength and many weaknesses.\\n- Procuring from a supplier who can use design software but isn’t a designer. The work will miss the mark despite looking okay.\\n- Working with a graphic designer who isn’t skilled in the type of design you need (like brand design). You’ll get a pretty logo lacking in brand story and meaning.\\n- Jumping straight into design without a strategy. You’ll receive design work that’s lovely, even beautiful… but not strategic.\\n- Failing to define what success looks like. Your supplier’s work will lack purpose. Instead, make sure you have a clear goal that measures the biggest outcome of all: return on investment.\\n\\nSo yes, creative work can be both pretty and powerful. And you can have it all… if you invest in a team of strategically focused creatives.\\n\\nCreative agencies cost more but are teams for a reason. We\'re much more powerful together than on our own.\\n\\nJust like a hand of aces vs a single 3.\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24695,27898,1,'Seven mistakes people make building websites','2021-07-22 09:37:59','2021-07-22 09:37:59','cca292de-505b-4fd1-a835-1f543d955e83',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-7Z3z0PQH6c\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-zgzhmh66J7\",\"content\":{\"fields\":{\"backgroundColour\":\"bg-white\",\"sectionHeight\":\"h-auto\",\"plainText\":\"The advertising you’ve done, the marketing budget you’ve spent, the countless planning meetings your team has attended—all that time and money you’ve invested has driven a potential customer to your website.\\n\\nNow is the moment.\\n\\nAfter months—maybe years—of effort, your potential customer will make their decision in seconds.\\n\\nThey may love what they see and continue to be interested. Or they may leave, with their memory of you going up in smoke and your investment with it.\\n\\nThat’s why it’s so important to build an effective website.\\n\\nFraming a website to contain everything you need is challenging. Some websites become too word-heavy, while others lack structure and narrative.\\n\\nGetting your website right from the beginning can save you a lot of pain in the long run.\\n\\nHere\'s our tips to tackling website mistakes.\\n\\n**1. Unacknowledged expectations**\\n\\nWhat do you expect your website to do for you? You want this investment to count, so be informed, decide what you need and be intentional with your allocated budget. There are only two options—either start with careful planning and consultation and spend a realistic budget, or jump in with assumptions … and experience scope-creep, frustration and the need to pour more money in later. Your time and money (and sanity) are too valuable to waste on option two. So, choose wisely.\\n\\nIt’s also important to understand the purpose of your website. A website for a website’s sake helps no-one. Your business is unique so your website should be, too. Make it crystal clear—state who you are, what you do and what you promise your customers. Set yourself up for success by providing your developer with a clear website purpose, an informed plan and a predetermined budget.\\n\\n**2. A guess is no good**\\n\\nAnalytics, metrics or key performance indicators (KPIs)—they’re all clever ways to study the website user journey. What do you need your website to achieve? This will depend on what kind of product or service you offer and the kind of experience you want to create for the user. Lay out your objectives and match them with KPIs.\\n\\nThere are plenty of ways to get insight into your website. Consider bounce rates, session duration or pages per session metrics. Or you could sharpen your content strategy by watching goal conversion rates of passive to active website users. Understanding your metrics and the goals you want to achieve will also help you to understand how your website interacts with its digital ecosystem.\\n\\n**3. It’s not for you**\\n\\nIt might be about you, but the website isn’t for you. Optimising your website starts with learning what your users are responding well to. How are they getting to your website? What kind of content are they reading? When do they read it? How long are they staying?\\n\\nBy understanding your metrics you can shape a truly effective website experience for your customers. It’s all in the detail—from content creation to search engine optimisation (we have some helpful tips [here](http://newwordorder.com.au/top-20-tips-seo/)).\\n\\n**4. Information overload**\\n\\nYour website is where your potential customers will go to check your credibility. Credibility is about trust. One way to build trust is to position yourself and your organisation as experts. However, credibility isn’t just about what you know—it’s about who you are. Include stories and testimonials about you and your organisation to avoid information overload. Then, potential customers will leave your website satisfied that you can be trusted ... and they\'re one step closer to doing business with you.\\n\\n**5. Losing the user**\\n\\nMany people complain about feeling lost on websites. The customer journey should be clear. If the information on your website is simple and structured, you can guide visitors on the path you’d like them to take. Use tabs and sub-pages for different categories, and make it logical. For best results, spend time studying user movements and running trials and tests. Over time your predictions will become more accurate as you get to know your audience.\\n\\n**6. Wasted words**\\n\\nCapture your customers quickly. As we’ve previously discussed in our Writing for (readable) web article, there are some hallmarks we use when writing web copy for our clients. Here are a few of them:\\n\\n- short, effective sentences (say the same information with less)\\n- sub-headings and headings containing keywords\\n- everyday words the average reader can easily understand (plain English)\\n- direct language\\n- consistent, logical structuring of information.\\n\\n**7. Don’t be unfriendly**\\n\\nHow does your website display on mobile devices and tablets? Due to the growth in user visits from non-desktop devices, it’s now safe to say that an unresponsive website—regardless of your industry and demographic—will cost you customers and revenue. When your website isn’t responsive, your customers won’t look for the closest desktop computer ... they’ll look for another website. Instead, make your website as friendly as possible to give your customers the same quality of experience online that they experience offline.\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24697,27900,1,'The building blocks of branding','2021-07-22 09:39:45','2021-07-22 09:39:45','62bd65be-d719-44d2-ac2d-a68dbe3ba9ce',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-h0rIv02KE0\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-zgzhmh66J7\",\"content\":{\"fields\":{\"backgroundColour\":\"bg-white\",\"sectionHeight\":\"h-auto\",\"plainText\":\"Through 20 years of branding experience, we’ve come to understand stakeholder engagement is essential for a brand to have cut-through.\\n\\nWe’ve engaged with our clients’ stakeholders for many years and in many ways—ranging from formal, formative market research through to in-depth focus groups, workshops, community forums, brand satisfaction surveys and phone interviews.\\n\\nNo matter the method, what really counts is that we capture how people relate to your brand. That relationship leads to relevance and then the ultimate goal: resonance.\\n\\n#### **Relationship**\\n\\nEvery great brand is built on relationship.\\n\\nWhen you form healthy relationships with stakeholders, you open yourself up to a range of opinions. Generally, feedback gets more constructive as the relationship grows healthier.\\n\\nIf you’re the brand manager, it can feel a bit like tough love at first—but it does get easier.\\n\\n#### **Relevance**\\n\\nSo much more than a logo, brands are heavy with meaning for stakeholders. And so if the environment changes but your brand doesn’t, the meaning is lost.\\n\\nA lot of the stakeholder feedback we hear about brands is that they’re outdated or lack appeal. Without relevance, your stakeholders no longer feel the love.\\n\\nConstantly retune yourself to your stakeholders and you’ll keep fulfilling their needs.\\n\\n#### **Resonance**\\n\\nResonance is where understanding meets impact.\\n\\nA brand rich with resonance is the holy grail of marketing and, true to legend, few reach it.\\n\\nThat’s because resonance means your brand is a perfect fit for your stakeholders’ environment, pain points, wants and emotional connection.\\n\\nResonance engenders attention and respect, and turns want to need.\\n\\nAnd when stakeholders can’t live without your brand? Happy days.\\n\\n#### **The 3Rs start here**\\n\\nWhether you’re looking to name and brand or rename and rebrand, your brand journey starts with understanding your stakeholders.\\n\\nTalk to us about how to take your first steps.\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24711,27914,1,'Break away from the same-same with custom illustration','2021-07-22 09:43:45','2021-07-22 09:43:45','bac7a30a-6059-4814-9431-af4ac1d2f864',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-tiYExhhMPf\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new1\",\"new2\"],\"blocks\":{\"new1\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"There’s nothing more special than something made just for you.\",\"headingColour\":\"text-black\"}},\"new2\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"You hold it loudly and proudly for all to see—and they notice because there’s nothing else in the world quite like it. And this makes you treasure it that little bit more.\\n\\nThe dream of an illustrator is to have time, budget and ability to craft a bespoke masterpiece for every job that comes across the desk.\\n\\nThat dream doesn’t turn to reality very often. But that doesn’t mean your brand has to revert to using the same old stock illustrations everyone else uses either.\\n\\nThere are so many ways to get over those hurdles when a project doesn’t have time or budget to allow for a custom piece.\\n\\nA lot of the time, stock illustration can be tweaked to give it the edge it needs to stand out from the crowd.\\n\\nChange up the colours, mix up the style and jazz up the faces.\\n\\nSometimes stock forms the base for us to build something fresh. And other times there might already be the perfect stock illustration that tells the right story without much tweaking at all.\\n\\nWhatever the constraints—budget, time, brief—there’s always a way break free. It just takes some thinking outside of the box. If you’re drowning in a sea of same-same, come chat to us and we’ll get you out of there in no time.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24723,27926,1,'Break away from the same-same with custom illustration','2021-07-22 23:34:54','2021-07-22 23:34:54','a1173ea1-127d-49da-a697-142433ecd8aa',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-tiYExhhMPf\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new1\",\"new2\"],\"blocks\":{\"new1\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"There’s nothing more special than something made just for you.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new2\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"You hold it loudly and proudly for all to see—and they notice because there’s nothing else in the world quite like it. And this makes you treasure it that little bit more.\\n\\nThe dream of an illustrator is to have time, budget and ability to craft a bespoke masterpiece for every job that comes across the desk.\\n\\nThat dream doesn’t turn to reality very often. But that doesn’t mean your brand has to revert to using the same old stock illustrations everyone else uses either.\\n\\nThere are so many ways to get over those hurdles when a project doesn’t have time or budget to allow for a custom piece.\\n\\nA lot of the time, stock illustration can be tweaked to give it the edge it needs to stand out from the crowd.\\n\\nChange up the colours, mix up the style and jazz up the faces.\\n\\nSometimes stock forms the base for us to build something fresh. And other times there might already be the perfect stock illustration that tells the right story without much tweaking at all.\\n\\nWhatever the constraints—budget, time, brief—there’s always a way break free. It just takes some thinking outside of the box. If you’re drowning in a sea of same-same, come chat to us and we’ll get you out of there in no time.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24725,27928,1,'Why you need a six-month comms strategy for your website','2021-07-22 23:36:59','2021-07-22 23:36:59','114952d9-8a79-496c-937a-b9b43379862a',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-AgEbVkr4de\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new1\",\"new2\"],\"blocks\":{\"new1\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"YOU KNOW THE FEELING: AN AD PROMISE DRAWS YOU IN, YOU CLICK THROUGH TO THE WEBSITE AND YOU’RE IMPRESSED BECAUSE IT LOOKS SUPER SLICK.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new2\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"Then you actually read it. And now you’re disappointed because it doesn’t actually say anything other than the surface detail of a business.\\n\\nThese websites are so common they’ve earned the term ‘brochure’ website. They look great, but that’s it.\\n\\nWe see it all the time and think it’s such a shame. Why? Because a website can be so. much. more.\\n\\nHow can your website escape the dreaded brochure effect? In short, don’t set and forget.\\n\\nGood websites move, breathe and live—just like your business does.\\n\\nEveryone knows it’s good practice to regularly update your website messaging and functionality. But you need to actually get around to doing it and—more importantly—have a reason for making a change.\\n\\nSo, what’s your strategy?\\n\\nA website communication and engagement strategy has so many benefits. But the biggest one by far is SEO.\\n\\nBy biggest we don’t mean the most confusing or time-consuming. It simply boils down to content. Fresh content tells Google: This is who I am! This is what I do! See me! Hear me!\\n\\nGoogle’s algorithms are super clever because they serve up the sort of content people want. But it means Google can only give people the content they want if it knows about your business and what you’re offering.\\n\\nOf course, there are some technical aspects to consider. But your best SEO strategy is a long-term communications plan.\\n\\nDo you know what the next six months for your website content looks like? What can you offer your customers other than opening hours and where you’re located?\\n\\nBy developing a digital communications strategy, your website gets updated regularly, which helps Google share your message with the right people at the right time.\\n\\nPotential customers will find you, engage with you and trust you enough to get in touch.\\n\\nYou have so many options for interesting content. It could be a thought-leadership piece, event, media release, whitepaper, testimonial—the list can go on.\\n\\nWe have a huge amount of communications tools and angles we can develop to bolster your web presence.\\n\\nGoogle also loves a fast, responsive website. Optimising your website by using the latest version of your content management system will ensure your site is running smoothly and as fast as it can.\\n\\nLikewise, this will make your site more secure and help prevent security breaches (particularly important if you use WordPress).\\n\\nWe also offer long-term website maintenance plans. These include detailed server monitoring and ensuring your CMS and plugins are up-to-date.\\n\\nFor more critical sites, we offer zero downtime code-update deployments.\\n\\nTalk to us about a long-term strategy for your website so it can be more than just another ‘brochure site’.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24727,27930,1,'Why you need a six-month comms strategy for your website','2021-07-22 23:38:56','2021-07-22 23:38:56','a7e978d1-fb49-4318-b090-238a8ad2dfd7',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-AgEbVkr4de\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new1\",\"new2\"],\"blocks\":{\"new1\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"YOU KNOW THE FEELING: AN AD PROMISE DRAWS YOU IN, YOU CLICK THROUGH TO THE WEBSITE AND YOU’RE IMPRESSED BECAUSE IT LOOKS SUPER SLICK.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new2\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"Then you actually read it. And now you’re disappointed because it doesn’t actually say anything other than the surface detail of a business.\\n\\n#### These websites are so common they’ve earned the term ‘brochure’ website. They look great, but that’s it.\\n\\nWe see it all the time and think it’s such a shame. Why? Because a website can be so. much. more.\\n\\nHow can your website escape the dreaded brochure effect? In short, don’t set and forget.\\n\\nGood websites move, breathe and live—just like your business does.\\n\\nEveryone knows it’s good practice to regularly update your website messaging and functionality. But you need to actually get around to doing it and—more importantly—have a reason for making a change.\\n\\n#### So, what’s your strategy?\\n\\nA website communication and engagement strategy has so many benefits. But the biggest one by far is SEO.\\n\\nBy biggest we don’t mean the most confusing or time-consuming. It simply boils down to content. Fresh content tells Google: This is who I am! This is what I do! See me! Hear me!\\n\\nGoogle’s algorithms are super clever because they serve up the sort of content people want. But it means Google can only give people the content they want if it knows about your business and what you’re offering.\\n\\nOf course, there are some technical aspects to consider. But your best SEO strategy is a long-term communications plan.\\n\\nDo you know what the next six months for your website content looks like? What can you offer your customers other than opening hours and where you’re located?\\n\\nBy developing a digital communications strategy, your website gets updated regularly, which helps Google share your message with the right people at the right time.\\n\\nPotential customers will find you, engage with you and trust you enough to get in touch.\\n\\nYou have so many options for interesting content. It could be a thought-leadership piece, event, media release, whitepaper, testimonial—the list can go on.\\n\\nWe have a huge amount of communications tools and angles we can develop to bolster your web presence.\\n\\nGoogle also loves a fast, responsive website. Optimising your website by using the latest version of your content management system will ensure your site is running smoothly and as fast as it can.\\n\\nLikewise, this will make your site more secure and help prevent security breaches (particularly important if you use WordPress).\\n\\nWe also offer long-term website maintenance plans. These include detailed server monitoring and ensuring your CMS and plugins are up-to-date.\\n\\nFor more critical sites, we offer zero downtime code-update deployments.\\n\\nTalk to us about a long-term strategy for your website so it can be more than just another ‘brochure site’.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24745,27948,1,'Break away from the same-same with custom illustration','2021-07-23 00:37:47','2021-07-23 00:37:47','97724f28-d535-4681-8cb8-1c4aee9d3a46',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-tiYExhhMPf\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new1\",\"new2\"],\"blocks\":{\"new1\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"There’s nothing more special than something made just for you.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new2\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"You hold it loudly and proudly for all to see—and they notice because there’s nothing else in the world quite like it. And this makes you treasure it that little bit more.\\n\\nThe dream of an illustrator is to have time, budget and ability to craft a bespoke masterpiece for every job that comes across the desk.\\n\\nThat dream doesn’t turn to reality very often. But that doesn’t mean your brand has to revert to using the same old stock illustrations everyone else uses either.\\n\\nThere are so many ways to get over those hurdles when a project doesn’t have time or budget to allow for a custom piece.\\n\\nA lot of the time, stock illustration can be tweaked to give it the edge it needs to stand out from the crowd.\\n\\nChange up the colours, mix up the style and jazz up the faces.\\n\\nSometimes stock forms the base for us to build something fresh. And other times there might already be the perfect stock illustration that tells the right story without much tweaking at all.\\n\\nWhatever the constraints—budget, time, brief—there’s always a way break free. It just takes some thinking outside of the box. If you’re drowning in a sea of same-same, come chat to us and we’ll get you out of there in no time.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24746,27949,1,'Why you need a six-month comms strategy for your website','2021-07-23 00:38:08','2021-07-23 00:38:08','1b0e40b7-9aa8-45b3-a72d-f96f921432fc',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-AgEbVkr4de\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new1\",\"new2\"],\"blocks\":{\"new1\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"YOU KNOW THE FEELING: AN AD PROMISE DRAWS YOU IN, YOU CLICK THROUGH TO THE WEBSITE AND YOU’RE IMPRESSED BECAUSE IT LOOKS SUPER SLICK.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new2\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"Then you actually read it. And now you’re disappointed because it doesn’t actually say anything other than the surface detail of a business.\\n\\n#### These websites are so common they’ve earned the term ‘brochure’ website. They look great, but that’s it.\\n\\nWe see it all the time and think it’s such a shame. Why? Because a website can be so. much. more.\\n\\nHow can your website escape the dreaded brochure effect? In short, don’t set and forget.\\n\\nGood websites move, breathe and live—just like your business does.\\n\\nEveryone knows it’s good practice to regularly update your website messaging and functionality. But you need to actually get around to doing it and—more importantly—have a reason for making a change.\\n\\n#### So, what’s your strategy?\\n\\nA website communication and engagement strategy has so many benefits. But the biggest one by far is SEO.\\n\\nBy biggest we don’t mean the most confusing or time-consuming. It simply boils down to content. Fresh content tells Google: This is who I am! This is what I do! See me! Hear me!\\n\\nGoogle’s algorithms are super clever because they serve up the sort of content people want. But it means Google can only give people the content they want if it knows about your business and what you’re offering.\\n\\nOf course, there are some technical aspects to consider. But your best SEO strategy is a long-term communications plan.\\n\\nDo you know what the next six months for your website content looks like? What can you offer your customers other than opening hours and where you’re located?\\n\\nBy developing a digital communications strategy, your website gets updated regularly, which helps Google share your message with the right people at the right time.\\n\\nPotential customers will find you, engage with you and trust you enough to get in touch.\\n\\nYou have so many options for interesting content. 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These include detailed server monitoring and ensuring your CMS and plugins are up-to-date.\\n\\nFor more critical sites, we offer zero downtime code-update deployments.\\n\\nTalk to us about a long-term strategy for your website so it can be more than just another ‘brochure site’.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24748,27951,1,'Pretty or powerful? And can you have it all?','2021-07-23 00:40:50','2021-07-23 00:40:50','fe37ae2b-367a-4a62-a7c5-7a10c90994c8',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-UxDAMYmx0G\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new2\",\"new1\"],\"blocks\":{\"new2\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"Being a commercial creative means someone is hoping, expecting and paying for a result.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new1\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"But just because something is creative in its execution doesn’t mean it’s going to be effective in achieving its goal.\\n\\nHere are five pitfalls to avoid when procuring creative services:\\n\\n* Hiring a single creative, like a designer, to be a whole creative team. Your supplier will end up working in one strength and many weaknesses.\\n* Procuring from a supplier who can use design software but isn’t a designer. The work will miss the mark despite looking okay.\\n* Working with a graphic designer who isn’t skilled in the type of design you need (like brand design). You’ll get a pretty logo lacking in brand story and meaning.\\n* Jumping straight into design without a strategy. You’ll receive design work that’s lovely, even beautiful… but not strategic.\\n* Failing to define what success looks like. Your supplier’s work will lack purpose. Instead, make sure you have a clear goal that measures the biggest outcome of all: return on investment.\\n\\nSo yes, creative work can be both pretty and powerful. And you can have it all… if you invest in a team of strategically focused creatives.\\n\\nCreative agencies cost more but are teams for a reason. We\'re much more powerful together than on our own.\\n\\nJust like a hand of aces vs a single 3.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24749,27952,1,'Pretty or powerful? And can you have it all?','2021-07-23 00:42:25','2021-07-23 00:42:25','cf060d18-7a87-4251-8bd2-a1b312347a47',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-UxDAMYmx0G\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new1\",\"new2\"],\"blocks\":{\"new1\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"Being a commercial creative means someone is hoping, expecting and paying for a result.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new2\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"But just because something is creative in its execution doesn’t mean it’s going to be effective in achieving its goal.\\n\\nHere are five pitfalls to avoid when procuring creative services:\\n\\n* Hiring a single creative, like a designer, to be a whole creative team. Your supplier will end up working in one strength and many weaknesses.\\n* Procuring from a supplier who can use design software but isn’t a designer. The work will miss the mark despite looking okay.\\n* Working with a graphic designer who isn’t skilled in the type of design you need (like brand design). You’ll get a pretty logo lacking in brand story and meaning.\\n* Jumping straight into design without a strategy. You’ll receive design work that’s lovely, even beautiful… but not strategic.\\n* Failing to define what success looks like. Your supplier’s work will lack purpose. Instead, make sure you have a clear goal that measures the biggest outcome of all: return on investment.\\n\\nSo yes, creative work can be both pretty and powerful. And you can have it all… if you invest in a team of strategically focused creatives.\\n\\nCreative agencies cost more but are teams for a reason. We\'re much more powerful together than on our own.\\n\\nJust like a hand of aces vs a single 3.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24750,27953,1,'Pretty or powerful? 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Your supplier will end up working in one strength and many weaknesses.\\n* Procuring from a supplier who can use design software but isn’t a designer. The work will miss the mark despite looking okay.\\n* Working with a graphic designer who isn’t skilled in the type of design you need (like brand design). You’ll get a pretty logo lacking in brand story and meaning.\\n* Jumping straight into design without a strategy. You’ll receive design work that’s lovely, even beautiful… but not strategic.\\n* Failing to define what success looks like. Your supplier’s work will lack purpose. Instead, make sure you have a clear goal that measures the biggest outcome of all: return on investment.\\n\\nSo yes, creative work can be both pretty and powerful. And you can have it all… if you invest in a team of strategically focused creatives.\\n\\nCreative agencies cost more but are teams for a reason. We\'re much more powerful together than on our own.\\n\\nJust like a hand of aces vs a single 3.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24752,27955,1,'Seven mistakes people make building websites','2021-07-23 00:43:48','2021-07-23 00:43:48','4c3157dc-3c2e-43b5-9993-9ea87eaaa0a2',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-anLTeFZY0U\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new2\",\"new1\"],\"blocks\":{\"new2\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"The advertising you’ve done, the marketing budget you’ve spent, the countless planning meetings your team has attended—all that time and money you’ve invested has driven a potential customer to your website.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new1\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"Now is the moment.\\n\\nAfter months—maybe years—of effort, your potential customer will make their decision in seconds.\\n\\nThey may love what they see and continue to be interested. Or they may leave, with their memory of you going up in smoke and your investment with it.\\n\\nThat’s why it’s so important to build an effective website.\\n\\nFraming a website to contain everything you need is challenging. Some websites become too word-heavy, while others lack structure and narrative.\\n\\nGetting your website right from the beginning can save you a lot of pain in the long run.\\n\\nHere\'s our tips to tackling website mistakes.\\n\\n**1. Unacknowledged expectations**\\n\\nWhat do you expect your website to do for you? You want this investment to count, so be informed, decide what you need and be intentional with your allocated budget. There are only two options—either start with careful planning and consultation and spend a realistic budget, or jump in with assumptions … and experience scope-creep, frustration and the need to pour more money in later. Your time and money (and sanity) are too valuable to waste on option two. So, choose wisely.\\n\\nIt’s also important to understand the purpose of your website. A website for a website’s sake helps no-one. Your business is unique so your website should be, too. Make it crystal clear—state who you are, what you do and what you promise your customers. Set yourself up for success by providing your developer with a clear website purpose, an informed plan and a predetermined budget.\\n\\n**2. A guess is no good**\\n\\nAnalytics, metrics or key performance indicators (KPIs)—they’re all clever ways to study the website user journey. What do you need your website to achieve? This will depend on what kind of product or service you offer and the kind of experience you want to create for the user. Lay out your objectives and match them with KPIs.\\n\\nThere are plenty of ways to get insight into your website. Consider bounce rates, session duration or pages per session metrics. Or you could sharpen your content strategy by watching goal conversion rates of passive to active website users. Understanding your metrics and the goals you want to achieve will also help you to understand how your website interacts with its digital ecosystem.\\n\\n**3. It’s not for you**\\n\\nIt might be about you, but the website isn’t for you. Optimising your website starts with learning what your users are responding well to. How are they getting to your website? What kind of content are they reading? When do they read it? How long are they staying?\\n\\nBy understanding your metrics you can shape a truly effective website experience for your customers. It’s all in the detail—from content creation to search engine optimisation (we have some helpful tips [here](http://newwordorder.com.au/top-20-tips-seo/)).\\n\\n**4. Information overload**\\n\\nYour website is where your potential customers will go to check your credibility. Credibility is about trust. One way to build trust is to position yourself and your organisation as experts. However, credibility isn’t just about what you know—it’s about who you are. Include stories and testimonials about you and your organisation to avoid information overload. Then, potential customers will leave your website satisfied that you can be trusted ... and they\'re one step closer to doing business with you.\\n\\n**5. Losing the user**\\n\\nMany people complain about feeling lost on websites. The customer journey should be clear. If the information on your website is simple and structured, you can guide visitors on the path you’d like them to take. Use tabs and sub-pages for different categories, and make it logical. For best results, spend time studying user movements and running trials and tests. Over time your predictions will become more accurate as you get to know your audience.\\n\\n**6. Wasted words**\\n\\nCapture your customers quickly. As we’ve previously discussed in our Writing for (readable) web article, there are some hallmarks we use when writing web copy for our clients. Here are a few of them:\\n\\n- short, effective sentences (say the same information with less)\\n- sub-headings and headings containing keywords\\n- everyday words the average reader can easily understand (plain English)\\n- direct language\\n- consistent, logical structuring of information.\\n\\n**7. Don’t be unfriendly**\\n\\nHow does your website display on mobile devices and tablets? Due to the growth in user visits from non-desktop devices, it’s now safe to say that an unresponsive website—regardless of your industry and demographic—will cost you customers and revenue. When your website isn’t responsive, your customers won’t look for the closest desktop computer ... they’ll look for another website. Instead, make your website as friendly as possible to give your customers the same quality of experience online that they experience offline.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24754,27957,1,'The building blocks of branding','2021-07-23 00:45:38','2021-07-23 00:45:38','1429face-bbb1-46ee-b809-f1193239cf07',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-UBcW4IgaI5\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new1\",\"new2\"],\"blocks\":{\"new1\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"Through 20 years of branding experience, we’ve come to understand stakeholder engagement is essential for a brand to have cut-through.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new2\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"We’ve engaged with our clients’ stakeholders for many years and in many ways—ranging from formal, formative market research through to in-depth focus groups, workshops, community forums, brand satisfaction surveys and phone interviews.\\n\\nNo matter the method, what really counts is that we capture how people relate to your brand. That relationship leads to relevance and then the ultimate goal: resonance.\\n\\n#### **Relationship**\\n\\nEvery great brand is built on relationship.\\n\\nWhen you form healthy relationships with stakeholders, you open yourself up to a range of opinions. Generally, feedback gets more constructive as the relationship grows healthier.\\n\\nIf you’re the brand manager, it can feel a bit like tough love at first—but it does get easier.\\n\\n#### **Relevance**\\n\\nSo much more than a logo, brands are heavy with meaning for stakeholders. And so if the environment changes but your brand doesn’t, the meaning is lost.\\n\\nA lot of the stakeholder feedback we hear about brands is that they’re outdated or lack appeal. Without relevance, your stakeholders no longer feel the love.\\n\\nConstantly retune yourself to your stakeholders and you’ll keep fulfilling their needs.\\n\\n#### **Resonance**\\n\\nResonance is where understanding meets impact.\\n\\nA brand rich with resonance is the holy grail of marketing and, true to legend, few reach it.\\n\\nThat’s because resonance means your brand is a perfect fit for your stakeholders’ environment, pain points, wants and emotional connection.\\n\\nResonance engenders attention and respect, and turns want to need.\\n\\nAnd when stakeholders can’t live without your brand? Happy days.\\n\\n#### **The 3Rs start here**\\n\\nWhether you’re looking to name and brand or rename and rebrand, your brand journey starts with understanding your stakeholders.\\n\\nTalk to us about how to take your first steps.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24756,27959,1,'How to really consult your stakeholders','2021-07-23 00:47:31','2021-07-23 00:47:31','9bb093f1-3e8c-48d2-8ef2-2263af0515b9',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-BpDlpLY30k\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new2\",\"new1\"],\"blocks\":{\"new2\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"Whether they are inside, outside, removed or closely involved—stakeholders have the insight businesses need for long-term growth and sustainability.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new1\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"If they are a stakeholder, they have a connection with you.\\n\\nAnd like any other relationship, they need to know their connection, time and opinions are valued.\\n\\nIt often takes an open mind to find what works for you and the stakeholder.\\n\\nFinding this place of mutual benefit can lead to business growth and longevity.\\n\\nWe’ve broken down our approach to nurturing stakeholder relationships for meaningful engagement.\\n\\n#### **Your stakeholder is anyone who can be impacted by your business.**\\n\\nOnce you really understand this, you’ll start to notice the cycle of impact between the stakeholder and your business. And, this is partly why we begin to engage with stakeholders—to understand how different groups are responding, reacting or behaving.\\n\\n#### **But who are they, really?**\\n\\nNow, go deeper to really understand the nuances of your stakeholder groups.\\n\\nYour engagement plan should be detailed enough to allow for different levels of accessibility, and demographic and cultural considerations. The better you nuance, the greater the feeling of respect and care you’ll engender.\\n\\n#### **What do I need to achieve here?**\\n\\nThere are varying degrees of impact across the common types of engagement—inform, consult, involve, collaborate and empower. Every impact is a win for you.\\n\\nBy inviting stakeholders to provide advice and guidance, you are showing interest and genuine regard for their opinions.\\n\\n#### **Let’s talk**\\n\\nA healthy and productive conversation is two-way. We pursue positive and productive conversations with stakeholders because we need to understand stakeholder perspectives, and we need to hear it from them.\\n\\n#### **Bye for now**\\n\\nThe conversation will close, but the relationship isn’t over. Stakeholders have given their time, effort and reflections. It’s your turn to respond with accuracy, timeliness and balance.\\n\\nThe truth is, these conversations take patience, a steadfast commitment to values, sometimes sacrifice, and always an open mind.\\n\\nAt NWO, we care about stakeholder engagement because we regularly witness the impact it has on the health of businesses and organisations.\\n\\nIs it important to you?\\n\\nTalk to us about stakeholder engagement today.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24758,27961,1,'Top 20 tips for SEO','2021-07-23 00:49:19','2021-07-23 00:49:19','a8c7447d-cb44-4c35-b4c3-621ed52cfece',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-P9HDvjQfFI\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new1\",\"new2\",\"new3\",\"new4\"],\"blocks\":{\"new1\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"GOOD SEO STARTS WITH A BIT OF DIY\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new2\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"Sure, there are loads of experts and agencies out there that specialise in the field, and many of them do a great job.\\n\\nBut there’s actually plenty you can do yourself before you even need to look for an external supplier to help with your SEO.\\n\\nGet your SEO checklist\\n\\nTo get you started on your next SEO DIY project, we’ve put together a top 20 checklist.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}},\"new3\":{\"type\":\"textGrid\",\"enabled\":\"1\",\"fields\":{\"gridItems\":{\"sortOrder\":[\"new1\",\"new2\",\"new3\",\"new4\",\"new5\",\"new6\",\"new7\",\"new8\",\"new9\",\"new10\",\"new11\",\"new12\",\"new13\",\"new14\",\"new15\",\"new16\",\"new17\",\"new18\",\"new19\",\"new20\"],\"blocks\":{\"new1\":{\"type\":\"6\",\"fields\":{\"heading\":\"1. Do your research\",\"text\":\"Identify key search terms, words and phrases, and check out competitors’ sites.\"}},\"new2\":{\"type\":\"6\",\"fields\":{\"heading\":\"2. Work out where you are now\",\"text\":\"Work out where you are now—As soon as possible, keep a regular record of where your site currently ranks in search results, using various words, phrases and questions.\"}},\"new3\":{\"type\":\"6\",\"fields\":{\"heading\":\"3. Work out where you want to be\",\"text\":\"Define your goals early on so you can measure your progress and adjust your strategy as you go along.\"}},\"new4\":{\"type\":\"6\",\"fields\":{\"heading\":\"4. Make your content relevant\",\"text\":\"Search engines provide the most relevant results to a searcher’s query, so write content based on what people might search for.\"}},\"new5\":{\"type\":\"6\",\"fields\":{\"heading\":\"5. Improve the quality of your content\",\"text\":\"Publish helpful, useful articles, videos and other types of media that people will want to engage with.\"}},\"new6\":{\"type\":\"6\",\"fields\":{\"heading\":\"6. Think about user experience\",\"text\":\"Make sure your site is easy to navigate, with plenty of relevant internal links to keep users on your page for longer.\"}},\"new7\":{\"type\":\"6\",\"fields\":{\"heading\":\"7. Ensure your site is responsive\",\"text\":\"s your website designed to resize for viewing on desktop, tablet and mobile devices? It should be.\"}},\"new8\":{\"type\":\"6\",\"fields\":{\"heading\":\"8. Include plenty of internal links\",\"text\":\"This helps pushes traffic around your site, building higher ‘trust signals’ for Google, and gives your audience more to read.\"}},\"new9\":{\"type\":\"6\",\"fields\":{\"heading\":\"9. Write meta descriptions\",\"text\":\"This short paragraph of text under your page’s URL in search results can really improve the chance of someone clicking on it.\"}},\"new10\":{\"type\":\"6\",\"fields\":{\"heading\":\"10. Include title tags\",\"text\":\"These few key words describing the page and your brand name tell visitors and search engines what your site is about in the most succinct way possible.\"}},\"new11\":{\"type\":\"6\",\"fields\":{\"heading\":\"11. Tag your images\",\"text\":\"Search engines cannot ‘see’ images but they can ‘read’, so it’s important to describe any pictures you upload to your site.\"}},\"new12\":{\"type\":\"6\",\"fields\":{\"heading\":\"12. Create evergreen content\",\"text\":\"More thoughtful and practical advice-based articles can create better results over the long term. Top 20 list, anyone?\"}},\"new13\":{\"type\":\"6\",\"fields\":{\"heading\":\"13. Consider your domain name\",\"text\":\"Having a ‘keyword-rich’ domain name can improve ranking but can also lead to closer scrutiny by search engines.\"}},\"new14\":{\"type\":\"6\",\"fields\":{\"heading\":\"14. Think about headlines\",\"text\":\"Make headlines as snappy, attractive and descriptive as possible, and stay away from clickbait.\"}},\"new15\":{\"type\":\"6\",\"fields\":{\"heading\":\"15. Turn on comments\",\"text\":\"This helps generate a community of engaged users and, whatever their opinion of your content, you’ll know it’s being read.\"}},\"new16\":{\"type\":\"6\",\"fields\":{\"heading\":\"16. Go social\",\"text\":\"By using social media channels as a genuine way to interact with customers, you can help generate interest in your brand and drive traffic to your site.\"}},\"new17\":{\"type\":\"6\",\"fields\":{\"heading\":\"17. Watch your on-site advertising\",\"text\":\"Intrusive ads can destroy the pleasure of viewing your content and also slow your site down (not good for SEO).\"}},\"new18\":{\"type\":\"6\",\"fields\":{\"heading\":\"18. Avoid keyword stuffing\",\"text\":\"Some search engines will actually penalise you for obviously overusing certain keywords on your pages.\"}},\"new19\":{\"type\":\"6\",\"fields\":{\"heading\":\"19. Be aware of duplicated content\",\"text\":\"If two sites publish identical content, search engines will only index one of those pages.\"}},\"new20\":{\"type\":\"6\",\"fields\":{\"heading\":\"20. Don’t hide links and text\",\"text\":\"Doing things like hiding white keyword-stuffed text on a white background or hiding a link in a full stop is likely to be punished by search engines.\"}}}}}},\"new4\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"Follow these tips and you’ll be well on your way up the rankings in no time!\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24760,27963,1,'Simplifying the complex: Fifteen years of marketing schools','2021-07-23 00:58:41','2021-07-23 00:58:41','a084e3b5-327d-49f3-80d8-7674603da1d5',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-WAYo0QEnCs\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new2\",\"new1\"],\"blocks\":{\"new2\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"After 20 years of marketing—including 15 years working with schools across Queensland and New South Wales—I am steadfast in my belief that there is no marketing challenge as complex as that faced by schools.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new1\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"In what other industry would you find thousands of individual stakeholders—students, parents, teachers, alumni and more—all with do-or-die expectations?\\n\\nOr an environment that can, quite honestly, change the trajectory of children’s lives?\\n\\nThen you have the two very distinct markets—internal and external—often with very different needs that need to be met with minimal budgets.\\n\\nThe experience of school changed little for nearly a century but, in the past 20 years, it has evolved in such leaps and bounds that today’s parents struggle to recognise it.\\n\\nPhilosophically, there are few industries I can think of that have such a strong evidence base to guide practice—here I’m thinking of teaching and learning—yet the required outcome is often diametrically opposed to it. Looking forward to the arrival of ATAR, anyone?\\n\\nIt’s little wonder that I find the business of marketing schools endlessly fascinating.\\n\\nOnly this morning I was in another principal’s office, talking through these very complexities. In our conversation, we touched on what I’ve discovered over the years are three bedrock principles every school needs as their marketing foundation. They’re my way of transforming a little of the complex into the simple.\\n\\n1. Work out what makes you unique\\nMarketing and enrolments teams live and die by their numbers. It is endlessly tempting, then, to try to go wide in your appeal so that you create the biggest possible net. In practice, though, it means no-one knows what you stand for. The better alternative is to embrace what makes you unique and then market that hard. You’ll end up attracting families that are the right fit for you and work hard as your ambassadors. Internally, there’ll be great cohesion, too, because you’ll attract and retain great educators who get what you’re about and support it in their words and actions.\\n\\n2. Don’t be afraid to like you’re unique\\nIf you’re bored one day in your office, try this game. Get ads from three schools, and then block out their hats and uniforms. Can you still tell them apart? It astounds me that we continue to use sterile, look-alike images—hey, here’s a girl in a lab coat with a test tube as proof that we promote girls in STEM!—that don’t reflect the day-to-day experience of what it is to learn at your school. Celebrate your uniqueness—and set yourself apart from your competitors—by choosing unique visual styles and photography.\\n\\n3. Now stay unique\\nOver time, teachers and leaders of schools get to know each other pretty well. Principals, in particular, know other schools like bookies know racehorses. The net result in marketing is that your great idea quickly becomes next year’s norm… and after a few years, what was edgy is simply outdated. Wise schools invest in a middle ground here. They start off strong and then review and refresh their brand every year or two. That way, subtle tweaks don’t destabilise your internal audience but you stay fresh and relevant externally.\\n\\n---\\n\\n**Want to know more?**\\n\\nSuzanne advises schools on sustainable marketing strategy that helps them get the most from their internal resources. To chat, phone 07 3334 8340 or email.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24762,27965,1,'What is marketing automation?','2021-07-23 01:06:04','2021-07-23 01:06:04','d618ad06-2c73-4bf0-85b3-8e2f5f328ca1',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-4WoAgyFTvi\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new2\",\"new1\"],\"blocks\":{\"new2\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"Marketing what? The word automation can sound like a coder’s dream and everyone else’s nightmare.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new1\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"But the truth is that if your business has prospects and customers and communicates with them in any way, then you already have most of the pieces needed to play with marketing automation.\\n\\n**Matching pieces**\\n\\nYou see, marketing automation is actually both a business owner’s dream and a marketer’s dream. Why? Because it’s software that helps sales and marketing to come together in order to grow revenue. Most marketing automation software includes the following components:\\n\\n**CRM (customer relationship management)**\\n\\nThe software will include a built-in CRM for storing your prospects and customers’ data and/or it will integrate with other CRMs such as Salesforce, Pipedrive, Nimble or Zoho.\\n\\n**Campaigns**\\n\\nThese can include any type of lead-gen, lead-nurturing and sales-closing campaigns—not just email but as broad as social, online, trade shows, webinars, Google Adwords, blogs and so on. Basically, it’s anywhere where the call to action leads to someone filling out a form online or liking a page. Once again, marketing automation software will include some or all of these tools built-in and it will play well with other software you’re already using.\\n\\n**Analytics and reports**\\n\\nIn the same way that email marketing software such as Mailchimp and Campaign Monitor provides reports on open rates, clicks and unsubscribes, marketing automation software takes it a step further. You can run reports on all of your online and offline campaigns and track engagement with your website. Then you can combine these statistics with your sales data to measure ROI from the generation of a lead right through to the close of sale.\\n\\n**The kicker**\\n\\nAll of these things exist outside of marketing automation. What makes marketing automation so powerful is how it brings them all together. The software uses triggers and workflows to automate time-consuming sales and marketing processes such as scoring, segmenting leads based on fit and engagement, and matching content to leads’ interests and pain points.\\n\\nThe result is highly personalised marketing that uses tailored and dynamic content to nurture every lead as if it was your most important one—from first touchpoint right through to closing a sale and beyond.\\n\\nAsk us to run a workshop for your team\\nMost marketers we talk to know the need for marketing automation but don’t have time to research the best option for them.\\n\\nRight now, we’re running a limited number of free one-hour workshops to help your team to determine the right fit for your strategy, and the best options available on the market.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24764,27967,1,'Getting the most from motion','2021-07-23 01:08:24','2021-07-23 01:08:24','098a21b4-e5ce-4d8f-a4fc-bdaf41663a55',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-UzdiNWbjFp\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new2\",\"new1\"],\"blocks\":{\"new2\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"Video can be a great way to present information in an engaging format, with very little input required from the viewer. No matter what topic you’re covering, there’s always a way to bring it to life in video.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new1\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"**More bang for your buck**\\n\\nThe thing is, when most people think about creating a video, they think of it being extremely expensive. While that may have been the case years ago, nowadays it can actually be a very cost-effective exercise – particularly thanks to animation.\\n\\nWhen time is of the essence, animated videos can often be created fairly quickly and give you great bang for your buck. They can really grab people’s attention too, as there’s so much you can do with them creatively – they’re only limited by your imagination!\\n\\n**Got some explaining to do?**\\n\\nOne type of video becoming more and more popular with organisations is the explainer video. Generally about 90 seconds in length, explainer videos are often animated and used to communicate a fairly complex topic in an easy-to-understand way.\\n\\nCheck out the explainer video on the decisioning.co site. As well as the site itself, we created the neat little video – it just shows how a well-written and executed explainer can communicate clearly and succinctly, all without a big budget.\\n\\n**Support and simplify**\\n\\nAnother way in which animated videos are being used is to provide guidance to customers, helping them navigate often tricky subject matter. A great example of this is the ‘Better electricity deals for small business’ suite of videos we created for the Department of Energy and Water Supply.\\n\\nThese were used on social media and really communicated the essence of the problem at hand, cutting information down into sound bites that could be easily understood by the audience. The use of fun little characters and infographics were great in getting our message across.\\n\\nTo learn more about our thoughts on video, [check out this blog article](/resources/making-the-most-of-video).\\n\\nTo chat about an upcoming video project, get in touch – we’d love to be involved in the process.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24766,27969,1,'Getting the most from motion','2021-07-23 01:10:23','2021-07-23 01:10:23','cf254edc-e458-4d36-84e8-368b06603b5d',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-UzdiNWbjFp\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new1\",\"new2\"],\"blocks\":{\"new1\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"Video can be a great way to present information in an engaging format, with very little input required from the viewer. No matter what topic you’re covering, there’s always a way to bring it to life in video.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new2\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"##### **More bang for your buck**\\n\\nThe thing is, when most people think about creating a video, they think of it being extremely expensive. While that may have been the case years ago, nowadays it can actually be a very cost-effective exercise – particularly thanks to animation.\\n\\nWhen time is of the essence, animated videos can often be created fairly quickly and give you great bang for your buck. They can really grab people’s attention too, as there’s so much you can do with them creatively – they’re only limited by your imagination!\\n\\n##### **Got some explaining to do?**\\n\\nOne type of video becoming more and more popular with organisations is the explainer video. Generally about 90 seconds in length, explainer videos are often animated and used to communicate a fairly complex topic in an easy-to-understand way.\\n\\nCheck out the explainer video on the decisioning.co site. As well as the site itself, we created the neat little video – it just shows how a well-written and executed explainer can communicate clearly and succinctly, all without a big budget.\\n\\n##### **Support and simplify**\\n\\nAnother way in which animated videos are being used is to provide guidance to customers, helping them navigate often tricky subject matter. A great example of this is the ‘Better electricity deals for small business’ suite of videos we created for the Department of Energy and Water Supply.\\n\\nThese were used on social media and really communicated the essence of the problem at hand, cutting information down into sound bites that could be easily understood by the audience. The use of fun little characters and infographics were great in getting our message across.\\n\\nTo learn more about our thoughts on video, [check out this blog article](/resources/making-the-most-of-video).\\n\\nTo chat about an upcoming video project, get in touch – we’d love to be involved in the process.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24768,27971,1,'Building better brands','2021-07-23 01:13:29','2021-07-23 01:13:29','51132389-2da3-4514-b3b9-b446d5700b37',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-lRz71ReQLs\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new2\",\"new1\"],\"blocks\":{\"new2\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"So, you’re thinking of rebranding? Or branding something new from scratch? Good for you – there’s nothing we love more than brands that go out of their way to portray themselves in an interesting and unique light.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new1\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"But before you start scribbling down new logo ideas, there are a number of things that we think are worth considering. Firstly, and yes we know there’s a lot of info out there on this, but it’s important to remind yourself what exactly a ‘brand’ is.\\n\\n##### **Brand basics**\\n\\nThis is also important when speaking to an agency, but clarifying exactly what you’re after – either a new brand identity or a new brand – can be crucial in your planning, not to mention costs and timings. A ‘brand identity’ typically includes a logo and other graphical devices, along with fonts and colours. But this alone doesn’t make a brand.\\n\\nA ‘brand’ includes all of the above plus so many other elements, which help your customers form an opinion of your organisation. Things such as images, feelings, products, words, sounds, smells, events, people and places, can all make up a brand too.\\n\\n##### **Beginning the brand journey**\\n\\nWith the above definitions in mind, once you’ve clarified what you want to do with your brand, it’s time to think about where to start. Try these steps on for size:\\n\\n1. **Conduct a brand audit** – if you’ve currently got a brand, look at all the elements and see what’s working, and what isn’t. External consultants who aren’t so close to your brand can often give a fresh, unbiased perspective.\\n2. **Do your research** – look at competitors to see what their brands are like, and what opportunities might be available to you. Also, look for inspiration outside your category or industry.\\n3. **Conduct a brand workshop** – this will help you dig up useful insights, and to develop a plan for where you want your brand to go and what you want it to portray.\\n\\nAfter completing these first few steps, you should have plenty of information to brief in your internal comms department or external agency on the job ahead of them. Of course, here at NWO we specialise in branding projects, so get in touch with us today to see how we can get involved.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24770,27973,1,'Overhauling your website','2021-07-23 01:16:03','2021-07-23 01:16:03','16b19419-e4ba-4867-887f-5b3b5097dcda',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-zjgeVEYzo2\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new2\",\"new1\"],\"blocks\":{\"new2\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"There comes a time in every website’s life where things need to change. Usually, in a big way.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new1\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"But it needn’t be all doom and gloom. Yes, it can seem overwhelming and yes, it can take quite some time to implement. But remember to keep your eyes on the prize; don’t lose sight of why you’re doing the update in the first place.\\n\\n##### **So why should you do it?**\\n\\nFirstly, there’s the appearance. If your site looks dated, your customers might have the same perception of your brand. Also, your site should be mobile friendly – search engines are now starting to penalise sites that aren’t optimised for mobile.\\n\\nIt should also be more than an ‘online presence’ – it should add value to your business. So if it’s currently not drawing in customers, it’s worth updating. Analytics tools and SEO are also crucial additions for any efficiently run site, so definitely keep them in mind.\\n\\nThen there’s the engagement factor. Does your content and imagery really grab your audience and make them want to stay on your site? Also, you should be capturing information from your customers whenever possible, via tools such as contact forms, surveys and mailing lists.\\n\\n##### **How do you go about it?**\\n\\nHere are a few simple steps that might help.\\n\\n1. **Undertake an audit of your current site** – note what you think is working and what isn’t.\\n2. **Do a bit of competitor analysis** – see what other brands in your industry are doing online.\\n3. **Start mapping out the pages and sections of your ideal new site** – develop wireframes if you can.\\n4. **Work on content and imagery** – essentially filling in the blanks in your wireframe.\\n5. **Do some testing** – either online or face-to-face tests and focus groups can provide great feedback.\\n6. **Make relevant changes** – listen to what people have said and update your site accordingly.\\n7. **Send it live!** Then sit back and marvel at your new masterpiece.\\n\\nOf course, here at NWO we do offer a specialised website development service – contact us to find out more.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24772,27975,1,'Outsourcing creative services','2021-07-23 01:17:51','2021-07-23 01:17:51','2a9c66e4-5d80-469e-84be-6cc7a690f966',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-N45x3IS2PH\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new2\",\"new1\"],\"blocks\":{\"new2\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"When it comes to finding an external supplier, we understand the challenges many government comms (and non-comms) people face.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new1\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"You need someone who has a good idea of how the government arena works and the demands and limitations you face but still pushes the boundaries to achieve something worth paying external fees for. But where do you start?\\n\\n##### **Take a look at the list**\\n\\nA great place to begin your search for an external creative services supplier is the whole-of-government panel. Here you’ll find a list of large and small advertising and communications agencies that are all pre-qualified and experienced working in your space.\\n\\nWhen perusing the names on the whole-of-government panel, consider the following:\\n\\n- Smaller agencies can do big campaign and project work too. Many have been competing with the top end of town for years and can often ensure you get very senior, experienced people working directly with you on your job.\\n- Find an agency that can fill in the gaps you have. If you’re not used to outsourcing design or campaigns, the right agency can answer every question you have and work with you to develop a brief that will meet all your needs (even the ones you’re not sure of yet!).\\n- Help the agency and yourself by being clear on what’s required and what happens if or when you change your mind. Author’s corrections can amass unexpectedly and everyone needs to be clear on when they kick in and why they are happening.\\n\\nNWO is on the whole-of-government panel, so be sure to drop us a line to see how we can help with your next project or campaign.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24775,27978,1,'Looking beyond the banner','2021-07-23 01:24:26','2021-07-23 01:24:26','e25336fb-30a0-46bb-b7ce-d995dd6acd3c',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-PozxXC4SkM\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new1\"],\"blocks\":{\"new1\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"Banner ads have come a long way over the years. And the fairly recent introduction of HTML5 means they can now be transformed into beautiful little packages of story that work well amidst busy news pages, despite not having audio.\\n\\n##### **Striking the right balance**\\n\\nPre-rolls (which play before feature videos) and social media ads offer other options if you have the budget for video, when a television commercial doesn’t exist, and conventional video is too expensive.\\n\\nOne approach that provides the ideal balance is using video like a ‘banner ad on steroids’. By creating a simple (though still sophisticated) slideshow with a managed level of animation, you can add in story-boosting music and voiceover while keeping costs down.\\n\\n##### **NWO video examples**\\n\\nHere are some recent examples of videos we’ve created, using some of this thinking.\\n\\n\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}},{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-F4a71SFzVH\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-RVIt4Msytq\",\"content\":{\"fields\":{\"videos\":{\"sortOrder\":[\"new1\",\"new2\",\"new3\"],\"blocks\":{\"new1\":{\"type\":\"videos\",\"enabled\":\"1\",\"fields\":{\"videoPlaceholderImage\":\"\",\"videoCode\":\"<style>.embed-container { position: relative; padding-bottom: 56.25%; height: 0; overflow: hidden; max-width: 100%; } .embed-container iframe, .embed-container object, .embed-container embed { position: absolute; top: 0; left: 0; width: 100%; height: 100%; }</style><div class=\'embed-container\'><iframe src=\'https://player.vimeo.com/video/176686850\' frameborder=\'0\' webkitAllowFullScreen mozallowfullscreen allowFullScreen></iframe></div>\"}},\"new2\":{\"type\":\"videos\",\"enabled\":\"1\",\"fields\":{\"videoPlaceholderImage\":\"\",\"videoCode\":\"<style>.embed-container { position: relative; padding-bottom: 56.25%; height: 0; overflow: hidden; max-width: 100%; } .embed-container iframe, .embed-container object, .embed-container embed { position: absolute; top: 0; left: 0; width: 100%; height: 100%; }</style><div class=\'embed-container\'><iframe src=\'https://player.vimeo.com/video/170735464\' frameborder=\'0\' webkitAllowFullScreen mozallowfullscreen allowFullScreen></iframe></div>\"}},\"new3\":{\"type\":\"videos\",\"enabled\":\"1\",\"fields\":{\"videoPlaceholderImage\":\"\",\"videoCode\":\"<style>.embed-container { position: relative; padding-bottom: 56.25%; height: 0; overflow: hidden; max-width: 100%; } .embed-container iframe, .embed-container object, .embed-container embed { position: absolute; top: 0; left: 0; width: 100%; height: 100%; }</style><div class=\'embed-container\'><iframe src=\'https://player.vimeo.com/video/177308827\' frameborder=\'0\' webkitAllowFullScreen mozallowfullscreen allowFullScreen></iframe></div>\"}}}}}}}}},{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-bzpTaK9Jzv\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new1\"],\"blocks\":{\"new1\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"We’d love to know about any banner ads or videos you’re planning. Drop us a line to see how we can help.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24777,27980,1,'Looking beyond the banner','2021-07-23 01:36:15','2021-07-23 01:36:15','d66412c6-b6d3-47cd-a509-c3d0cf329646',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-PozxXC4SkM\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new1\"],\"blocks\":{\"new1\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"Banner ads have come a long way over the years. And the fairly recent introduction of HTML5 means they can now be transformed into beautiful little packages of story that work well amidst busy news pages, despite not having audio.\\n\\n##### **Striking the right balance**\\n\\nPre-rolls (which play before feature videos) and social media ads offer other options if you have the budget for video, when a television commercial doesn’t exist, and conventional video is too expensive.\\n\\nOne approach that provides the ideal balance is using video like a ‘banner ad on steroids’. By creating a simple (though still sophisticated) slideshow with a managed level of animation, you can add in story-boosting music and voiceover while keeping costs down.\\n\\n##### **NWO video examples**\\n\\nHere are some recent examples of videos we’ve created, using some of this thinking.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}},{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-F4a71SFzVH\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-RVIt4Msytq\",\"content\":{\"fields\":{\"videos\":{\"sortOrder\":[\"new1\",\"new2\",\"new3\"],\"blocks\":{\"new1\":{\"type\":\"videos\",\"enabled\":\"1\",\"fields\":{\"videoPlaceholderImage\":\"\",\"videoCode\":\"<style>.embed-container { position: relative; padding-bottom: 56.25%; height: 0; overflow: hidden; max-width: 100%; } .embed-container iframe, .embed-container object, .embed-container embed { position: absolute; top: 0; left: 0; width: 100%; height: 100%; }</style><div class=\'embed-container\'><iframe src=\'https://player.vimeo.com/video/176686850\' frameborder=\'0\' webkitAllowFullScreen mozallowfullscreen allowFullScreen></iframe></div>\"}},\"new2\":{\"type\":\"videos\",\"enabled\":\"1\",\"fields\":{\"videoPlaceholderImage\":\"\",\"videoCode\":\"<style>.embed-container { position: relative; padding-bottom: 56.25%; height: 0; overflow: hidden; max-width: 100%; } .embed-container iframe, .embed-container object, .embed-container embed { position: absolute; top: 0; left: 0; width: 100%; height: 100%; }</style><div class=\'embed-container\'><iframe src=\'https://player.vimeo.com/video/170735464\' frameborder=\'0\' webkitAllowFullScreen mozallowfullscreen allowFullScreen></iframe></div>\"}},\"new3\":{\"type\":\"videos\",\"enabled\":\"1\",\"fields\":{\"videoPlaceholderImage\":\"\",\"videoCode\":\"<style>.embed-container { position: relative; padding-bottom: 56.25%; height: 0; overflow: hidden; max-width: 100%; } .embed-container iframe, .embed-container object, .embed-container embed { position: absolute; top: 0; left: 0; width: 100%; height: 100%; }</style><div class=\'embed-container\'><iframe src=\'https://player.vimeo.com/video/177308827\' frameborder=\'0\' webkitAllowFullScreen mozallowfullscreen allowFullScreen></iframe></div>\"}}}}}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24779,27982,1,'Making the most of video','2021-07-23 01:41:34','2021-07-23 01:41:34','4ea1ca5c-2a1c-4a24-9ed7-9561789ae886',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-93421JnaRh\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new1\"],\"blocks\":{\"new1\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"Right now the web is awash with video. Just look at your Facebook or LinkedIn feed and you’ll get an idea of how much video content is being produced and posted every day. And it’s on the rise, with video expected to account for around 82% of all internet traffic by 2020.\\n\\n##### **Quality is king**\\n\\nThe thing is, we don’t have any more time in our days to view all this extra content, so video quality and relevance is going to play an increasingly important role in what gets watched and what doesn’t. While there are lots of cheap production services available, if you want your video to be successful, it’s worth looking beyond cost alone.\\n\\nThe key purpose of any video communication is to tell a clear and compelling story – something that captures and maintains your audience’s interest. It also needs to be well strategised, use its medium well and, of course, be well crafted.\\n\\n##### **Things to consider**\\n\\nWhen planning your next video, keep these things in mind:\\n\\nIs animation the right approach, or would live action better suit? Budget can be a big factor here because it is often much easier to animate.\\nThink about voiceover versus text on screen. Does the video need to work without sound, on social media or in a noisy display? Will people read enough of the message on screen? Is the voice vital to the communication of the message, through a tone, accent or character?\\nAre you creating a series? If so, can any illustration assets be used again, or can the video be edited for smaller uses such as social media marketing?\\nNWO video examples\\n\\n##### **Here are some recent examples of videos we’ve created, using some of this thinking.**\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}},{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-F8O5gbyyqy\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-RVIt4Msytq\",\"content\":{\"fields\":{\"videos\":{\"sortOrder\":[\"new1\",\"new2\",\"new3\"],\"blocks\":{\"new1\":{\"type\":\"videos\",\"enabled\":\"1\",\"fields\":{\"videoPlaceholderImage\":\"\",\"videoCode\":\"<style>.embed-container { position: relative; padding-bottom: 56.25%; height: 0; overflow: hidden; max-width: 100%; } .embed-container iframe, .embed-container object, .embed-container embed { position: absolute; top: 0; left: 0; width: 100%; height: 100%; }</style><div class=\'embed-container\'><iframe src=\'https://player.vimeo.com/video/141875728\' frameborder=\'0\' webkitAllowFullScreen mozallowfullscreen allowFullScreen></iframe></div>\"}},\"new2\":{\"type\":\"videos\",\"enabled\":\"1\",\"fields\":{\"videoPlaceholderImage\":\"\",\"videoCode\":\"<style>.embed-container { position: relative; padding-bottom: 56.25%; height: 0; overflow: hidden; max-width: 100%; } .embed-container iframe, .embed-container object, .embed-container embed { position: absolute; top: 0; left: 0; width: 100%; height: 100%; }</style><div class=\'embed-container\'><iframe src=\'https://player.vimeo.com/video/186503939\' frameborder=\'0\' webkitAllowFullScreen mozallowfullscreen allowFullScreen></iframe></div>\"}},\"new3\":{\"type\":\"videos\",\"enabled\":\"1\",\"fields\":{\"videoPlaceholderImage\":\"\",\"videoCode\":\"<style>.embed-container { position: relative; padding-bottom: 56.25%; height: 0; overflow: hidden; max-width: 100%; } .embed-container iframe, .embed-container object, .embed-container embed { position: absolute; top: 0; left: 0; width: 100%; height: 100%; }</style><div class=\'embed-container\'><iframe src=\'https://player.vimeo.com/video/145234065\' frameborder=\'0\' webkitAllowFullScreen mozallowfullscreen allowFullScreen></iframe></div>\"}}}}}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24781,27984,1,'Measure your marketing with meaning','2021-07-23 01:43:48','2021-07-23 01:43:48','14254d1c-d1d7-4b98-b526-39f68feb4573',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-SFr1a8qndz\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new1\"],\"blocks\":{\"new1\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"It’s the age-old struggle for marketers – measuring the return on investment (ROI) of your activities and campaigns. The struggle comes in part because it’s difficult to relate concepts like brand awareness directly to sales. But that doesn’t mean there aren’t ways to monitor and measure your marketing and prove its worth. After all, if you don’t measure, how do you know what’s working?\\n\\n##### **Steps for meaningful data**\\n\\n1. define your metrics and develop a plan\\n2. collect the data\\n3. develop reporting guidelines\\n4. analyse and change as needed\\n5. Collecting and analysing meaningful data is about more than finding tools and interpreting charts. It’s about valuing the data and understanding how it can help justify and grow your hard work and campaigns.\\n\\nThere are several tools that will help you measure your marketing data, and Google analytics is probably the most helpful – it’s also free. Bonus!\\n\\n##### **What we look for**\\n\\nWhen measuring our campaigns for clients, we look at engagement and growth.\\n\\n##### **Engagement**\\n\\nStarting with content performance, it’s helpful to measure social shares on Twitter, Facebook and LinkedIn (shares equal love!), and then check your blog and website for bounce rates and visit time. Facebook and Twitter have built-in analytics tools that will help you here. On your website and blog, use Google analytics. High bounce rates and short visits usually mean your audience isn’t finding what they thought they would, or they’re not as engaged as they should be with your content. Pages per visit is another interesting content measure – if visitors are clicking around your site, they’re liking what they find and you’re getting more exposure. Nice work!\\n\\nA specific example of measuring engagement in action can be found in our My Smoking quit smoking campaign. It was targeted at men and women aged 18–29 across TV, radio, print and digital. Data showed that:\\n\\n- 8 in 10 young smokers supported the campaign\\n- 76% contemplated quitting because of the campaign\\n- 50% reported cutting down on cigarettes because of the campaign\\n- 47% tried quitting\\n\\nImagine being able to prove your campaign success to your team and managers? We do it from the start with our work. Do you?\\n\\n##### **Growth**\\n\\nFor growth in marketing, it all starts with click-throughs on your call to action. If your analytics tell you they’re low, then you need to change up your content. Look at the words you’re using, how your e-marketing looks, your subject line on EDMs and even the specific call to action.\\n\\nOther growth indicators will see you linking up with your sales team to measure metrics like how many leads your content is bringing in and turning into customers, cost per lead, average sales cycle duration and revenue per user. Always remember that increasing customer retention is the aim for the sales cycle, too. These things are tougher to measure, but good lead generation processes are a big help, and we find having campaign measurement expectations in place right from the start will make things much easier.\\n\\nA terrific example of analysing the performance and growth of our work was for our client the Chamber of Commerce & Industry Queensland (CCIQ). A review of their key communication channels saw us creating a monthly e-zine to better engage members. As a result of our work, we measured that CCIQ got 3,350 new subscribers in 5 months, grew website traffic by 161% to 76,277 visitors over six months, had 4,171 qualified leads generated over six months and a 110% increase in revenue in a single month. Impressive figures that not only lead to successful relationships with clients, but to high-achieving campaigns and ongoing work. We’re proving what we do is working.\\n\\n[Have a chat with us today](/contact) about your marketing and we’ll have you measured up in no time.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24783,27986,1,'The 6 steps of content creation','2021-07-23 01:47:24','2021-07-23 01:47:24','380f5eec-6f83-47fb-b3fa-906306cfe10f',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-92RCseTSp0\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new2\",\"new1\"],\"blocks\":{\"new2\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"You know what your business is about. You’ve nailed down your story. You’ve worked out who you want to talk to.\\n\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new1\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"Now you need to add some real value.\\n\\nTime poor organisations need their content to work across different channels online – including websites, e-newsletters, blogs and across social media. One way to add value to your existing, more sales-focused, content is through content curation. Content creation means finding useful content online, curating it for your audience and re-telling it in your voice and with your advice.\\n\\n##### **Here’s how to optimise, write and curate content for your target audience.**\\n\\n###### **Defining your goals**\\n\\nEvery good plan starts with defining what it’s trying to achieve. How do you want your content to define your business? What are you offering your target market? Do you want to be a thought leader in your particular area?\\n\\nContent curation is about meeting your customers where they are and offering them something they’re not getting elsewhere. It’s about finding, gathering and sharing information of value with them; positioning your business and brand as an authority both with original content – your sales offering and business learnings – and information you’ve found and shared online. Participating in conversations that are happening about your field leads to more engagement with your target market, the ultimate goal being to give your brand a voice of value that will see your audience come back again and again for your offering.\\n\\n###### **Getting started**\\n\\nIt’s important to remember that well-executed content curation isn’t about regurgitating content that was already published. Instead, it’s your business’s personal re-telling of a story. As Susan Gunelius wrote for Forbes, the human element of content curation is what makes curated content compelling.\\n\\nTherefore, when offering your audience valuable content, remember to tell your story. What are you saying that’s different? What do you know that others might not? Involve your whole team – not just marketing and sales – and that story will evolve to give your business a truly useful and unique voice.\\n\\n###### **Finding content**\\n\\nHere’s where you get amongst it!\\n\\nWant to know where your target market is looking for information online? Go exploring! Ask them! Discover for yourself where the good stories are being shared. Find out what topics matter to your goals and audience, and go after them.\\n\\nIntegrating content curation into your broader marketing strategy is the way to go here – it legitimises the exercise and gets your team thinking about the value of your brand and how they can add to it. The best place to start is probably your social media accounts. Valuable content is being shared every day on platforms like Facebook, Twitter and LinkedIn. There are also Google alerts and news aggregate sites that can be set up with your special business needs in mind.\\n\\n###### **Be authentic to find your voice**\\n\\nThere is nothing like the instant world of social media to add value and timeliness to your content. Social media has changed the term ‘sharing’ forever, and the opportunities for your brand are endless. It’s important to add your own value to social content – as Mark Lerner says, if you just “retweet,” or share an article without including your own voice in the post, you’ll fail to distinguish yourself from everyone else who shared that content.\\n\\nHow do you find your voice? Authentically, of course! Offer your opinion and add your advice in areas you are confident about. Try to be friendly and informative, and adopt an approachable tone. Not so confident? Ask questions! Get your community talking and they’ll come back to you.\\n\\n###### **Context and thought leadership**\\n\\nGood content curation provides your audience with context and convenience – that means filtering and explaining what you find online, and rewording it in your voice so it’s useful to them. You don’t always need to be selling, but you do always need to be mindful of your brand and of offering real value. Knowing who your market is and writing in your ‘voice’ allows you to, as J-P De Clerck says, inform, educate, entertain and engage target audiences.\\n\\n###### **Where to share**\\n\\nThere are many ways to share curated content, but the best way is in a mix of your existing ‘sales’ content. E-newletters and blogs offer an opportunity to share curated and original content, and social media is the most instant way to add your voice to a new idea, and also probably the first place your audience will find you. They’ll also find your website, so don’t forget about the curated content opportunities there. Always remember that you should be providing useful information, not just repeating content or working on the hard sell.\\n\\nContent curation is convenient, but it’s also an important opportunity to add value, develop a business voice and grow an online community. What do you think about content curation? Has it worked for you? Got any tips? Let us know.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24785,27988,1,'B2B is dead','2021-07-23 01:49:44','2021-07-23 01:49:44','a5c87d87-df97-4529-8062-95220826c605',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-luIsqIjBj1\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new2\",\"new1\"],\"blocks\":{\"new2\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"As deaths go, it was a quiet one. Few people knew of its demise.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new1\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"But there it lay still: the artificial divide between B2B and B2C marketing, gone forever.\\n\\nWhy bother lamenting the dead? Dare I say, it’s good riddance to a dodgy invention.\\n\\nThe idea that marketing business-to-business took entirely different skills and strategies to talking to consumers has its roots back in the early Noughties. The notion, which most marketers sadly still hold, was that because the volume of B2B transactions is so much higher than B2C – if you count every transaction required along a manufacturing supply chain, for example – then B2B branding requirements were stronger, too.\\n\\nConversely, the B2C belief held that the consumers of the world needed entirely different marketing strategies to convince them to open their wallets.\\n\\nTrue, where they differ most is in the justification of purchases. In B2C land, I need to convince myself why I should buy yet another pair of red shoes. (It’s a short discussion.) In B2B, I might be lobbying the board to invest in an expensive new CRM system.\\n\\nBut the truth is both groups share more similarities than differences.\\n\\nYour customers – be they businesses, consumers or both – have similar emotional and logical requirements that must be met. The relationship lifecycle between a purchaser and a brand exists with businesses and consumers alike. Both groups also frequent the same social media spheres, are Google-happy and web-savvy, and require strong brand confidence in order to purchase.\\n\\nThe illusion that you’re selling to a company in B2B should be seen for what it is. In retail or in business marketing, you’re selling to individuals. And each wants to feel that you get them.\\n\\n##### **Long live H2H.**\\n\\nWhich is where yet another acronym is starting to make a play: H2H, or human-to-human marketing.\\n\\nIt espouses the belief that we all, business and retail customers alike, are looking for connection, inclusion and to be understood. If you take that as your starting point – and not your burning need to produce another brochure – then the marketing toolbox available to your business automatically grows.\\n\\nIt means the vast strategies already out there like relationship marketing and continuous touchpoints become as relevant to a retail customer as to the business that buys your widgets. And the traditional B2C tools like social media become far more relevant business-to-business because they help build connections better than a sterile product flyer.\\n\\n##### **Let’s make H2H practical.**\\n\\n**1. Open your horizons**\\n\\nSwitching your mindset to focusing on the individual, human needs of your market means you can open your marketing to all sorts of potential tools. Just because you run a hair salon doesn’t mean you can’t start sending out a monthly email newsletter – if your customers are the kind of people that like to know more about you. And just because you’re an accountant doesn’t mean you can’t lead an industry group on LinkedIn or advertise on Facebook – if that’s where you’ll find the types of sales you want. Think about your customers, and let their needs lead you.\\n\\n**2. Make your customers feel**\\n\\nSales overwhelmingly come from relationships in my business, so meeting my clients’ emotional needs is a no-brainer. If my clients are happy, they’ll stay.\\n\\nBut even if your sales rely heavily on good old-fashioned foot traffic, it’s relationships that will lure them and keep them. So, in every tool you use to get to market, make sure you get the emotional kicker in. Empathise and prove you understand their needs.\\n\\n**3. Ask your employees what they think**\\n\\nIt’s one thing to make marketing decisions from an ivory tower. Chances are it’s your staff who really know how your clients think, or how your customers behave. So get their ideas and integrate it into your marketing. Let them drive your innovation.\\n\\n**4. Finally, listen to your customers**\\n\\nThere is marketing gold in every intentional conversation you have with a customer. Ask the ‘why’ that follows the tough questions: Do you feel safe with my business? Do you like dealing with us? Would you refer us to your friends? The answers will revolutionise how you think about marketing to your customers.\\n\\n---\\n\\n*Written for the February 2014 issue of Inform, the monthly magazine of the Chamber of Commerce and Industry in Queensland.*\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24787,27990,1,'Truth without fear','2021-07-23 01:52:04','2021-07-23 01:52:04','c1adec04-b2fe-4e43-8c7e-c9ea283d6327',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-hJ2BsC4HWQ\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new2\",\"new1\"],\"blocks\":{\"new2\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"I’ve always been a big believer that marketing is at its most powerful when you can encourage potential customers to ask an audaciously big question, and know that your offering can answer it indisputably and confidently.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new1\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"Truth-telling doesn’t have to be controversial. Done well, it simply gives you an edge the others can’t match.\\n\\nSpecifically, truth-telling campaigns can be about demystifying doubts or falsehoods in the marketplace by challenging customers to ask you the tough questions, knowing you’ve nothing to hide and every positive answer can be a true one.\\n\\nNow, I don’t know if truth necessarily applies here all the time… but I do love the strategy behind McDonalds’ approach to all the urban myths (truths?) surrounding the content and manufacturing process of their food, and this approach, manifest in this nifty and functional digital solution http://yourquestions.mcdonalds.com.au, captured my interest.\\n\\nA powerful aspect of this approach is permissioning the target group to cut to the chase and bluntly ask anything. No matter how ugly the question, the Maccas guys maintain a friendly and elegant response, and manage to turn even the roughest questions into positive answers. This way, the questioner is the one who looks bad to the rest of the viewing audience, and the credibility of the answer is reinforced. Do we believe them? Is it the whole truth?\\n\\nOne of our clients markets products in a particularly crowded retail sector. Recently, after hearing a competitor was routinely bagging them, they decided to attack the rumours head-on by attaching to their quotes a clever but honest response. We’re helping them get their strategy to market this week, and believe they’ll reap rewards for their honesty.\\n\\n#### **What erroneous facts about your business lurk in your marketplace?**\\n\\nHave you researched your marketplace, either formally or informally, to know? Even if these myths aren’t widespread, addressing the issue in a positive way can provoke interest in your brand, create discussion, and increase the potential for better relationships and new work.\\n\\n##### **The truth is – or should be – out there.**\\n\\nTruth-telling campaigns can be some of the most rewarding to work on.\\n\\nFrom a tagline that challenges the competition to a wholesale campaign addressing porkies, the benefits to your brand can be great if you get the right help to research, strategise and execute it well.\\n\\n[Talk to us](/contact) – we’d love to help.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24789,27992,1,'Promises, promises','2021-07-23 02:57:11','2021-07-23 02:57:11','9931cc08-aaed-4b45-9f1e-e8b2057e3fd3',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-Ekny1wVuy4\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new2\",\"new1\"],\"blocks\":{\"new2\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"Aah, Telstra.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new1\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"If you own a business small enough that it’s your job to do hand-to-hand combat with a telco, these two words say it all. And it doesn’t matter what brand name you insert: nothing brings out a sense of shared suffering better than a tale of a telco stuff-up.\\n\\nI had a story I dined out on regularly that involved a telco sub-contractor turning up to fix a crackle – and ending up severing all of the phone and fax lines running to my business. That was fun.\\n\\nRight now, I’m in my 7th week of hour-long conversations with many truly delightful employees of a certain telco, each of whom is exceedingly articulate and apologetic for all the employees who have gone before them. (One supervisor, in all seriousness, said to me: “You need to expect that we won’t get anything right. In fact, I find it best to have very low expectations.”)\\n\\nMy end of a conversation just a week ago went something like this: “So you’re telling me that you can see that you’ve made a mistake in charging me $700 extra this month, but that it’ll take you another three months to reverse the mistake in billing… so I need to give you $700 now and trust that you’ll give it back to me later?”\\n\\n##### **Not surprisingly, I asked for this once-in-a-lifetime deal in writing.**\\n\\nOf course, stuff-ups, broken promises and disappointments occur every day between businesses and consumers. It’s human nature. It doesn’t have to be a telco – although they do it with panache. And it doesn’t have to be big business – although it often is.\\n\\nSmall businesses can often break faith with customers through the sheer limitations of their size. Flexibility and nimbleness are great benefits of working with small business; but when lots of work hits, there’s no-one spare to get it done. Unfortunately, SMEs also need to fight harder than big corporates to keep consumer faith and love alive – because it can mean the difference between floating or sinking.\\n\\nHere’s a great example. Quite a few weekends ago, a small water filter company I’ve used in the past phoned me. The first guy – who said he was the business owner – gave me the sales spiel, and then handed me off to the junior to take my order. Inwardly, I applaud their decision to go aggressively out to the market and to phone customers one by one for after-hours orders. After all, when cash flow’s tight, you have to work smart. Outwardly, I’ll probably not order from them again: the filter still hasn’t arrived.\\n\\n##### **It’s all very well for marketing managers to talk endlessly about channels, for CEOs to cast vision and for designers to beleaguer brand design.**\\n\\nBut at the heart of every brand experience must be trust, in any of its forms. If you’re a services company, then be a trusted advisor. If you provide products, then provide them to a high standard. And in every transactional stage, keep your promises – whether it’s getting a bill right, delivering a product or following up words with actions.\\n\\nSmall businesses also need to keep promises in order to grow their future markets. Nothing closes doors on future opportunities faster than a disgruntled current customer. Case in point: I’m a hostile captive to my telco. No other telco covers my area – so it’s either their way or no information superhighway. But captivity doesn’t encourage me – it frustrates me, and when added to negative experiences, makes me ready to share my tales with anyone and everyone.\\n\\nLikewise, small businesses need to beware the hostile captives in their business. Is there a customer who’s contractually wedded to you but bitterly unhappy with the service you provide? Beware their rage – it can and will go viral to potential customers in the blink of an eye.\\n\\nCherish the value of trust to your customers. Promises kept will define you and your brand long after your competitors have broken theirs.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24791,27994,1,'Are customers giving up on your website?','2021-07-23 02:59:41','2021-07-23 02:59:41','a5512f3b-c4a4-442a-b544-bd1826a63692',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-gahB36q3Yd\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new2\",\"new1\"],\"blocks\":{\"new2\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"We’ve all been to websites where trying to make a simple purchase can end in frustration with an impossible-to-navigate website, or, worse for the organisation, to us turning to a competitor. Good web design translates to successful conversions, and all of that is dependent on the user experience.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new1\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"A great new infographic has found that we’ll give a website a minute to display what we’re looking for before we give up. Some types of sites are better than others in delivering what we’re after – especially hotel booking sites.\\n\\nThe two biggest complaints about web sites, according to the research, include that there is ‘too much going on’ and also ‘not enough information’, which we can take to mean that many sites drone on and on… but don’t really say much.\\n\\nUsers also complain – across all age groups and online skills – that text is too small and that navigation is difficult on the sites they give up on. Thirty-five per cent of users fail to complete simple tasks on the average website.\\n\\nLet’s improve those stats, shall we? Here’s a plan.\\n\\n##### **1. Design from the user’s perspective, not your own**\\n\\nWe know your company is the greatest thing since Google and you can’t wait to tell everyone all about where it began, who works there and the details of your offering. But the truth is that a user just wants to get to the point, and their interests should override yours. Usability is key. Show them what they’re looking for, and don’t make them search for it. That doesn’t mean sacrificing look and feel for too much simplicity, it just means focusing the layout and design on the search.\\n\\n##### **2. Create a navigation path**\\n\\nIf the information on your website is simple and structured, you can guide visitors on the path you’d like them to take. Use tabs and sub-pages for different categories, and make it logical.\\n\\n##### **3. Content is king**\\n\\nContent is the most important element of your site, really – and it needs to fit the logical and structured navigation. You’ll want to include keywords, page titles, meta tags, and headings for search engine optimisation. As we’ve previously discussed in our Writing for (readable) web article, there are some hallmarks we use when writing web copy for our clients:\\n\\n- short, effective sentences (say the same information with less)\\n- sub-headings and headings containing keywords\\n- everyday words the average reader can easily understand (plain English)\\n- informal voice\\n- common language conventions\\n- direct language\\n- active tense\\n- consistent, logical structuring of information.\\n\\n##### **4. Speed it up and make it simple**\\n\\nLet’s face it, we’re a busy bunch, and a reminder of the old days of dial-up – waiting for your site to load – is going to test the patience of even the most loyal visitor. In fact, many visitors will start to abandon a website after just a few seconds of loading time. Most of that time is the result of design decisions, so simplify some of the fancy effects.\\n\\nWe love web design and working with you on the best and most creative way to present your business. Starting with a structure that appeals to your audience, then adding in some clever design and copy, ensures that your site will be a success. Talk to us about it today.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24793,27996,1,'8 important marketing questions for every business','2021-07-23 03:01:34','2021-07-23 03:01:34','7fc89b68-329c-4bbc-a9cb-7dd60212611a',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-VzKHBkk2Ca\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new1\"],\"blocks\":{\"new1\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"Marketing communications in business is all about attracting and retaining customers. We do it for dozens of Australian companies every day, and the bigger the company, the tighter the marketing strategy governing their communications – because they know customers are fickle, and competitors are waiting to pounce on any weakness.\\n\\nThe same philosophy of tight strategy and execution should drive your business. Effective marketing communications must be an essential part of your core business strategy to ensure you’re pushing the same, consistent message through every aspect of your organisation.\\n\\nBut it’s not always so easy to go it alone. If you’re in a small business and know you need to step up, here’s a handy checklist of the marketing questions you need to answer to keep your customers in tune with you – and your competitors at bay.\\n\\n##### **Who are my existing customers?**\\n\\nThe best way to sell to your customers is to first understand who they are, why they buy from you, and what value they expect from you. And the best way to learn this? Listen to them. Marketing communication begins with good customer relationships, which are almost like your own form of market research.\\n\\nWhen you talk to your customers, you’ll learn things like your customers’ age, income, education, how often they buy from you, what their buying triggers are, and how they’re influenced. This is a valuable step in honing your marketing message, so don’t be tempted to think you already know the information if you’ve been in business for a while. Every customer conversation will add another layer to your understanding.\\n\\n##### **Who are my potential customers?**\\n\\nIt’s just as critical to have a very clear understanding of your desired target market and new customers. Get as detailed as you possibly can. The more specific you are, the better you can develop messages for them.\\n\\n##### **Who are my competitors?**\\n\\nUnderstanding who competes for your customers – and what they’re offering – is vital. Get very familiar with every aspect of your competitors’ businesses – including their reputation, prices and marketing material. This knowledge will help you position your marketing communication relative to how your customers are already being targeted and differentiate yourself in the market.\\n\\n##### **What am I trying to achieve?**\\n\\nUnderstanding why you’re communicating with your customers is essential. Are you purely after quick wins? Or preparing the ground for a new product or stronger relationships? The rationale and potential value for any marketing effort should determine how much money you need to spend, and where it’s best spent.\\n\\n##### **What am I trying to say?**\\n\\nThis is where everything comes together. You must now develop clear, key messages that talk up your product or service, meet the expectations and needs of your new and existing customers, and differentiate yourself from your competition.\\n\\nMake sure you have no more than five key messages – in fact, the fewer the better – and make them specific and meaningful. That’s how you stand out in the crowded market. Ensure your customers are aware of your business and its products or services, and why they should care (e.g. What’s in it for them? And what are the true benefits?). These benefits should be factual and real. It’s important not to overload customers with information, but rather to be clear and articulate.\\n\\nAll of your marketing communications should include a strong call to action: What is it that you want customers to do once they’ve interacted with you? Leave them in no doubt and make it easy for them.\\n\\n##### **What’s the right channel?**\\n\\nThere’s no doubt that it’s a busy marketplace when it comes to finding the perfect place to share your marketing messages. The challenge here is in focusing and narrowing your communication – and finding the right time and place to connect with your customers.\\n\\nMany marketers are now jumping on social media networks, but that might not be where your customers can be found. It’s important that you understand how and when they want to hear from you, and use that information to foster a true customer relationship.\\n\\n##### **Is my strategy integrated?**\\n\\nCommunicating in an integrated way across all channels (such as website, emails and brochures) means your brand will become better known and understood. Integration means that every time your customers hear from you, they get the same feel for who you are. By creating consistent, strong marketing communications, your customers will identify and remember you into the future.\\n\\n##### **Finally: Am I communicating with genuine creativity?**\\n\\nCreativity isn’t about paying your local print shop to pull together a flyer with your logo on it, or using a WordPress template to build your long-overdue website. They might be tactics that you use, but they’re not what creativity is really about.\\n\\nTrue creative thinking pulls together everything you know about your business, your goals and your customers into a single, cohesive package that cuts through, connects and resonates. Creativity distills everything down to the right words, images and design so that your marketing collateral has the right impact. No business can afford to skimp on this stage because getting creativity right means you’ll get the results you’re really after: maximum return on your marketing investment.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24795,27998,1,'What the artist breaks','2021-07-23 03:04:26','2021-07-23 03:04:26','69fea1fa-1deb-4218-916d-a0ce60df4e30',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'\n<p class=\"AAPARAGRAPH\"><span lang=\"en-us\" xml:lang=\"en-us\">It’s arguable that copywriting is at the heart of all advertising and marketing today. We remember taglines and recall jingles; and copy is the beginning of most brand stories. But, boy, is it fantastic to look back at a time when it really was all about the words.</span></p>\n<p class=\"AAPARAGRAPH\"><span lang=\"en-us\" xml:lang=\"en-us\">Bill Bernbach was the founding creative director of legendary Manhattan ad agency Doyle Dane Bernbach. He came out with quotes like:</span></p>\n<p class=\"AAPARAGRAPH\"><span lang=\"en-us\" xml:lang=\"en-us\">“Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art”, <em>and</em></span></p>\n<p class=\"AAPARAGRAPH\"><span lang=\"en-us\" xml:lang=\"en-us\">“Word of mouth is the best medium of all”, <em>and</em></span></p>\n<p class=\"AAPARAGRAPH\"><span lang=\"en-us\" xml:lang=\"en-us\">“Rules are what the artist breaks; the memorable never emerged from a formula.”</span></p>\n<p class=\"AAPARAGRAPH\"><span lang=\"en-us\" xml:lang=\"en-us\">That’s really provocative stuff that makes you nod your head at the truth and simple power of his thinking – and imagine how inspiring but uncompromising a boss he would have been. What an exhilarating time to be writing.</span></p>\n<p class=\"AAPARAGRAPH\"><span lang=\"en-us\" xml:lang=\"en-us\">Bernbach not only had a way with a turn of phrase, but he also really set up the structure of creative teams for marketing and advertising, and was, of course, part of the inspiration for Mad Men. But mostly, he was a writer. And what a writer he was. His firm revolutionised advertising copy and laid out the early foundations for brand storytelling through engaging narrative and brand persona development. We can, and have, all learned from these guys.</span></p>\n<p class=\"AAPARAGRAPH\"><span lang=\"en-us\" xml:lang=\"en-us\">In the 1960s, DDB took on Volkswagen as a client and began creating <a href=\"http://nwo.app:8000/wp-content/uploads/2013/10/vw-lemon-and-think-small-ads.jpg\">a series of print ads</a> that referred to the VW as a “lemon” and encouraged consumers to “think small”. The copy, by the incomparable Julian Koenig, starts out saying “<em>This Volkswagen missed the boat. The chrome strip on the glove compartment is blemished, and must be replaced</em>.” Not exactly sales speak. </span></p>\n<p class=\"AAPARAGRAPH\"><span lang=\"en-us\" xml:lang=\"en-us\">It was funny. It was clever. And it was ground-breaking.</span></p>\n<p class=\"AAPARAGRAPH\"><span lang=\"en-us\" xml:lang=\"en-us\">For the rest of the decade, VW kept their unconventional campaign rolling. DDB’s strategy of turning seeming faults into benefits was a huge hit. One ad didn\'t even include a picture of the little lemon: “<em>No point in showing you the 1962 Volkswagen. It still looks the same</em>.”</span></p>\n<p class=\"AAPARAGRAPH\"><span lang=\"en-us\" xml:lang=\"en-us\">Much has been written about the ads, and you can take a look at a bunch of them <a href=\"http://www.visualnews.com/2013/09/03/20-best-volkswagen-ads-1960s-campaign/\">here</a> if you like. It was ranked the best advertising campaign of the twentieth century by Ad Age, and it deserves the title. This sort of brand bravery is rare and may be a little of its time, too. The truth is that the power is all right there, in the copy, which exists to inspire us. Last words to Mr Bernbach himself:</span></p>\n<p class=\"AAPARAGRAPH\"><em><span lang=\"en-us\" xml:lang=\"en-us\">You can say the right thing about a product and nobody will listen. You\'ve got to say it in such a way that people will feel it in their gut. Because if they don\'t feel it, nothing will happen.</span></em></p>\n<p class=\"AAPARAGRAPH\"><span lang=\"en-us\" xml:lang=\"en-us\">What is your brand really saying?</span></p>',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-QjbPRQcxAH\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new2\",\"new1\"],\"blocks\":{\"new2\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"It’s arguable that copywriting is at the heart of all advertising and marketing today. We remember taglines and recall jingles; and copy is the beginning of most brand stories. But, boy, is it fantastic to look back at a time when it really was all about the words.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new1\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"Bill Bernbach was the founding creative director of legendary Manhattan ad agency Doyle Dane Bernbach. He came out with quotes like:\\n\\n“Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art”, and\\n\\n“Word of mouth is the best medium of all”, and\\n\\n“Rules are what the artist breaks; the memorable never emerged from a formula.”\\n\\nThat’s really provocative stuff that makes you nod your head at the truth and simple power of his thinking – and imagine how inspiring but uncompromising a boss he would have been. What an exhilarating time to be writing.\\n\\nBernbach not only had a way with a turn of phrase, but he also really set up the structure of creative teams for marketing and advertising, and was, of course, part of the inspiration for Mad Men. But mostly, he was a writer. And what a writer he was. His firm revolutionised advertising copy and laid out the early foundations for brand storytelling through engaging narrative and brand persona development. We can, and have, all learned from these guys.\\n\\nIn the 1960s, DDB took on Volkswagen as a client and began creating a series of print ads that referred to the VW as a “lemon” and encouraged consumers to “think small”. The copy, by the incomparable Julian Koenig, starts out saying “This Volkswagen missed the boat. The chrome strip on the glove compartment is blemished, and must be replaced.” Not exactly sales speak.\\n\\nIt was funny. It was clever. And it was ground-breaking.\\n\\nFor the rest of the decade, VW kept their unconventional campaign rolling. DDB’s strategy of turning seeming faults into benefits was a huge hit. One ad didn\'t even include a picture of the little lemon: “No point in showing you the 1962 Volkswagen. It still looks the same.”\\n\\nMuch has been written about the ads, and you can take a look at a bunch of them here if you like. It was ranked the best advertising campaign of the twentieth century by Ad Age, and it deserves the title. This sort of brand bravery is rare and may be a little of its time, too. The truth is that the power is all right there, in the copy, which exists to inspire us. Last words to Mr Bernbach himself:\\n\\nYou can say the right thing about a product and nobody will listen. You\'ve got to say it in such a way that people will feel it in their gut. Because if they don\'t feel it, nothing will happen.\\n\\nWhat is your brand really saying?\",\"textSize\":\"text-base\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24797,28000,1,'What the artist breaks','2021-07-23 03:06:02','2021-07-23 03:06:02','b427eec4-a8f2-451d-b11e-292fd5d924d4',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-QjbPRQcxAH\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new1\",\"new2\"],\"blocks\":{\"new1\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"It’s arguable that copywriting is at the heart of all advertising and marketing today. We remember taglines and recall jingles; and copy is the beginning of most brand stories. But, boy, is it fantastic to look back at a time when it really was all about the words.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new2\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"Bill Bernbach was the founding creative director of legendary Manhattan ad agency Doyle Dane Bernbach. He came out with quotes like:\\n\\n“Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art”, and\\n\\n“Word of mouth is the best medium of all”, and\\n\\n“Rules are what the artist breaks; the memorable never emerged from a formula.”\\n\\nThat’s really provocative stuff that makes you nod your head at the truth and simple power of his thinking – and imagine how inspiring but uncompromising a boss he would have been. What an exhilarating time to be writing.\\n\\nBernbach not only had a way with a turn of phrase, but he also really set up the structure of creative teams for marketing and advertising, and was, of course, part of the inspiration for Mad Men. But mostly, he was a writer. And what a writer he was. His firm revolutionised advertising copy and laid out the early foundations for brand storytelling through engaging narrative and brand persona development. We can, and have, all learned from these guys.\\n\\nIn the 1960s, DDB took on Volkswagen as a client and began creating a series of print ads that referred to the VW as a “lemon” and encouraged consumers to “think small”. The copy, by the incomparable Julian Koenig, starts out saying “This Volkswagen missed the boat. The chrome strip on the glove compartment is blemished, and must be replaced.” Not exactly sales speak.\\n\\n##### **It was funny. It was clever. And it was ground-breaking.**\\n\\nFor the rest of the decade, VW kept their unconventional campaign rolling. DDB’s strategy of turning seeming faults into benefits was a huge hit. One ad didn\'t even include a picture of the little lemon: “No point in showing you the 1962 Volkswagen. It still looks the same.”\\n\\nMuch has been written about the ads, and you can take a look at a bunch of them here if you like. It was ranked the best advertising campaign of the twentieth century by Ad Age, and it deserves the title. This sort of brand bravery is rare and may be a little of its time, too. The truth is that the power is all right there, in the copy, which exists to inspire us. Last words to Mr Bernbach himself:\\n\\nYou can say the right thing about a product and nobody will listen. You\'ve got to say it in such a way that people will feel it in their gut. Because if they don\'t feel it, nothing will happen.\\n\\nWhat is your brand really saying?\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24799,28002,1,'The tender pitch','2021-07-23 03:08:45','2021-07-23 03:08:45','e9186c5a-1698-4eab-805d-47f32282262c',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-1LjriJPkD9\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new2\",\"new1\"],\"blocks\":{\"new2\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"If networking nights are like professional speed dates, then tenders and pitches are like fast and furious flings that shotgun quickly to marriage or – mostly – burn out with little said between the two parties.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new1\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"And in pitch season, that unofficial period of the year where you seem to do little paid work and an awful lot of these tenders and pitches, one can get a little down at the sheer amount of time and expense expended, not to mention the quick but brilliant creative that won’t see the light of day.\\n\\n##### **‘I’ve met someone else’**\\n\\nSo, with pitches in full swing, I thought I’d continue the metaphor and shed some light on what it feels like to be the eager party still sparkly with romance and ready to commit to a long-term relationship, only to be told it’s over before it even began. It’s not much fun to be cast as the best friend and not the star.\\n\\nEarlier in my career, I was a member of the Australian Graphic Design Association (AGDA). AGDA had an unambiguous policy against free pitching, equating it to professional prostitution (though, oddly enough, prostitutes get paid for what they do). Their policy was built on the idea that our ideas are everything, and that giving them away was the worst thing we could do.\\n\\nIt’s a good, strong ethic that I still wholeheartedly espouse – but I compete in an industry where free pitching, often on top of an extensive and expensive tender process, is the norm. If only my industry had the same rule about free pitching, then we might all get hired for our potential and value without the massive time and IP giveaway.\\n\\n##### **‘It’s over’**\\n\\nThe biggest challenge, though, about free pitching is not the cost or the time. It’s the requirement to develop creative without the ability to properly research, develop the brief or fully explore the clients’ needs.\\n\\nWhile all pitchers (except incumbents) are under the same restrictions, nobody can really develop a campaign under a free pitch that will work as well as one developed with the serious time and effort it takes to truly know a brief and provide a solution.\\n\\nSubstance should matter more than flash. Didn’t our mothers always warn us about girls like that? But sadly, another agency’s flash can mean a budding relationship is over before it even had a chance to begin.\\n\\n##### **‘There are plenty more fish in the sea’**\\n\\nSo the answer is, of course, to not try and meet new professional flames this way. Nobody is forcing us to participate and there are plenty of potential lovers who will choose you based on referral and credentials. But the sad fact is that whole sectors don’t procure that way and if you want to work with them – and we do – you need to be ready to date their way.\\n\\n##### **Creative house seeks new relationship**\\n\\nI admit it: we’ve been playing the field. And yes, from time to time, the dating game has meant we’ve been a bit burned, but never bitter.\\n\\nIn our adventures, though, we’ve found love – and if past experience can teach us anything, it’s that we’re built for a love that lasts. We want the kind of client relationship that grows and builds over time, bringing with it joy, rewards, results... and a bit of fidelity.\\n\\nCare for a date?\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24801,28004,1,'Writing for (readable) web','2021-07-23 03:12:29','2021-07-23 03:12:29','dd69ab5c-943d-4f2d-b6d0-216fd1d4715c',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-AWtBdVK79w\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new2\",\"new1\"],\"blocks\":{\"new2\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"Just as website navigation is a unique narrative structure, writing web content follows unique writing conventions.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new1\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"Why? Because that’s the way we work as readers.\\n\\nWhen we pick up our tablet or our website, we rarely read word for word. Research has shown the average reading time is 25 per cent slower on a screen, so we skim, searching for keywords.\\n\\nAnd, because we don’t want to scroll, we won’t.\\n\\nThe result? Your web copy had better be short, concise and very easy to navigate. Otherwise, you’ll lose your readers in less time than it takes them to click their mouse.\\n\\nThe way your readers read demands your web and other digital content should be written to suit.\\n\\nTo take a practical example: The length of copy and type of language used in a corporate letter or marketing communications are too long and formal for a digital environment. Aim instead for half the words you’d use in a paper document. And then cut in half again.\\n\\nAnd to take another example: Think of a news story. It has the main info up the top, short and snappy sentences, and clear headings. Web and digital writing follows the same convention.\\n\\nAt New Word Order, we have established eight hallmarks for effective web writing, and we use these to assess our clients’ site and the work we provide them:\\n\\n- Short, effective sentences (say the same information with less)\\n- Sub-headings and headings containing keywords\\n- Everyday words the average reader can easily understand (plain English)\\n- Informal voice\\n- Common language conventions\\n- Direct language\\n- Active tense\\n- Consistent, logical structuring of information.\\n\\n##### **1. Write in short sentences and paragraphs**\\n\\nAim for short sentences, each with one or two clauses.\\n\\nEach paragraph should contain no more than 2–3 sentences, and altogether a page of content should fit comfortably within the web page without requiring the reader to scroll. The optimum line length is 8–12 words.\\n\\nIncluding useful and interesting facts keeps readers’ attention longer than ‘motherhood’ or general statements. They’re more believable, too.\\n\\n##### **2. Use headlines and sub-headings**\\n\\nHeadlines and sub-headings are an effective way to guide a reader through their skimming of a web page. Since research tells us readers rarely read every word on a website, it makes sense to prioritise what they see – and headlines and sub-headings do this well.\\n\\nMake headlines and sub-headings factual, not fanciful. This enables readers to rapidly scan useful keywords.\\n\\n##### **3. Write in plain English**\\n\\nWhile plain English should be the aim of all of your publications, it’s especially important in a digital environment.\\n\\nPlain English means using words the average Australian reader can easily understand.\\n\\nThat means you should:\\n\\n- include useful headings\\n- use the simplest form of a word possible e.g. said (not announced or discussed); try (not endeavour)\\n- define tricky terms\\n- delete unnecessary verbiage\\n- use familiar, easily understood words\\n- include lists and tables to simplify content and reduce word count.\\n\\n##### **4. Use informal voice**\\n\\nUnlike general corporate writing, digital environments demand a more informal voice.\\n\\nThis means using ‘you’, ‘we’ and other pronouns to speak directly to the reader within the text. Formal language is out.\\n\\n##### **5. Use common language conventions**\\n\\nEffective web writing uses language conventions found more commonly in conversation.\\n\\nThis means using:\\n\\n- contractions (isn’t, that’s)\\n- common bridging words to begin sentences (and, but, because)\\n- short statements of fact\\n- links to longer explanations (e.g. PDFs, minutes, fact sheets).\\n\\n##### **6. Get to the point**\\n\\nWriting for digital environments takes discipline, because readers have little tolerance for fluffy language, repetition, ‘happy talk’ or unnecessary explanations of what’s already evident on the page.\\n\\nTo write direct, straight-to-the-point copy:\\n\\n- stick to the topic\\n- cut unnecessary adverbs (e.g. completely finish, tentatively plan)\\n- delete tautologies (e.g. whole of the country; for a period of six months)\\n- use simple present tense when possible (e.g. uses instead of ‘is utilised by’, conducts instead of ‘is conducted by’)\\n- avoid clichés.\\n\\n##### **7. Use active voice**\\n\\nActive voice is a way of structuring information that allows you to focus on the subject and cut excess words. Following this method enables quick readability.\\n\\nActive voice places the subject first in a sentence, followed by the action.\\n\\ne.g. Active voice: New Word Order opened in 1998.\\n\\nPassive voice: New Word Order was opened in 1998.\\n\\n##### **8. Structure content well**\\n\\nThe most important information should always be placed first on a web page, and the web layout and navigation should be consistent and logical to a reader.\\n\\nA good rule of thumb for navigation is organise the content to suit how the reader needs to discover it.\\n\\nWith only a few exceptions, your website should go no deeper than three levels of navigation. Too many websites go down rabbit warrens.\\n\\nTo structure new web content, follow this checklist:\\n\\n- Plan what you need to write, and stick to the topic.\\n- Lead with the most important information – this means placing these details first on a page.\\n- Keep each section simple and clear – don’t try to achieve too much in one place.\\n- Use meaningful links – rather than repeating information found elsewhere on the website, link to it.\\n- Put the most recent information at the top – for example, when you’re archiving minutes or reports.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24803,28006,1,'Photography and your brand','2021-07-23 03:13:18','2021-07-23 03:13:18','bfdcbb38-99fc-4523-8f6b-4febc5f47ca5',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-Y0QyW1M0Xw\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new1\"],\"blocks\":{\"new1\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"Using visuals and imagery are essential parts of any campaign. When you take a look at our lives and consider our love of infographics, Pinterest and Instagram, as well as our preference for fast, digestible information, using pictures well in your marketing mix makes good sense.\\n\\nMost marketers turn to stock photography when they want to illustrate their idea or campaign. That’s because it can be cost-effective and fast. But there are risks with stock photos, and smart marketers should know them.\\n\\nThe reason we use stock photos most often here at New Word Order is to create mock-ups and ideas for our clients, giving them a better representation of our idea and what we have in mind. Stock photography can also be faster and cheaper than a photo shoot, and it’s instantly available. So, for brochures and smaller pieces, stock photography can be the way to go.\\n\\nBut there are also many, many reasons why investing in a proper photo shoot is better for your business and brand. For starters, stock photography is pretty generic, impersonal and unrealistic. Probably not the look you were after for your new campaign or your brand.\\n\\nStock photos are never taken with a specific idea in mind, and that means they can be bought by anyone and have no particular alignment with any brand. If you use stock photos, you risk looking like any other business – unoriginal, and quite possibly uninspired. If you want to look unique, only images unique to you can achieve this… not the clichés and overused images of your competitors, nor the unrelated stock images you might try to shoehorn into your idea.\\n\\nAt NWO, we love a photo shoot. It’s not just that we’re all about an original idea, either. We believe that when you work with a photographer, you get far more than an image file. You get the benefit of experience, creativity, knowledge and insight.\\n\\nYou also get to say something unique, present something instantly recognisable to the market, and really stand out. You get a professional who listens to and understands your brief, knows what you’re trying to say and what you want to achieve. If you want to make changes on the day, you can, and the final decision on the final image is also in your hands. Complete control.\\n\\nSo while stock photos may be cheap and fast, they can also make your brand look unfocused and unoriginal. A photo shoot is the only solution for a company that wants to visually stand apart from the competition.\\n\\nWith the help of our trusted photography partners, we’ve directed photos shoots for many of our clients – some of them on tight budgets – from Mosaic Chartered Accountants through to Embertec’s very own Power Saviour. For every client, it’s been well worth the investment to truly stand out.\\n\\n[Talk to us today](/contact) about how you can use photography to bring life to your next campaign.\",\"textSize\":\"text-base\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24805,28008,1,'Mums mean business','2021-07-23 03:14:01','2021-07-23 03:14:01','956ed9c2-1c2d-4e87-a2c6-909b76ebf4e5',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-jTl3w1cGNC\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new1\"],\"blocks\":{\"new1\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"Twelve years ago, I turned my back on a promising career at News Limited and became part of what is now a significant movement in small business: the mumpreneurs.\\n\\nFaced with inflexible working conditions, shift work and only average pay as a subeditor, the option to build a business through freelancing was alluring. My husband and I had also walked a long, hard road to have our kids; turning around and putting them in full-time childcare felt like a betrayal of the journey.\\n\\nWorking from home with a young child, of course, had drawbacks. I remember clearly the day my monitor went dead during a pressing deadline… because my baby had crawled underneath the desk and chewed through the connection cord. The horror that she could have just easily chomped on the power cord sent me out to buy a playpen.\\n\\nSocial isolation was also a significant issue. I didn’t join mother’s groups or lunch with the ladies while any of my three children were at home because every sleeping moment for a child was a working opportunity for me. No other woman in my wide circle of acquaintances worked for themselves or, if they did, it looked nothing like my level of enterprise. I became – and remain – the queen of speed because there was simply no time to waste.\\n\\nSince expanding the business and no longer working from home, I look back on those years with a mixture of amusement and dread. It tickles me that so few clients knew I worked from home, and that my business grew just as fast as my children did. Sometimes faster. I also remember, very clearly, the deadlines worked all night and the stress of needing far more hours than I had capacity. Quite literally, I pressed ‘send’ on work to clients on my way to hospital to deliver a baby. Twice. By the time my third child arrived, thankfully, I’d hired another writer.\\n\\nLast week, memories of my early years in small business came flooding back with a Sydney Morning Herald article on mumpreneurs. The women interviewed were driven to begin home businesses by similar factors: childcare costs and a desire for flexible parenting while generating an income.\\n\\nBut that’s where the similarities end. Today’s mumpreneur is part of a growing army. A BankWest study in 2011 found women are starting businesses at twice the rate of men, thanks to the benefits of better technology. Mumpreneurs Online surveyed UK women last year to find that 73 per cent had started their own business – and they knew another woman who was doing the same. AusMumpreneur claims 16,000 members nationwide. And in October, a two-day conference called Mumpreneurs on Fire is drawing hundreds of women to Melbourne. One of the plenary sessions is on how to build a multi-million dollar business. These mums mean business.\\n\\nIt’s about time. With Baby Boomers fast exiting the small business – half of all businesses are owned by people over 45 – there will be a glaring gap in our economy unless Generation Y, mums included, steps up to the plate.\\n\\nLong live the entrepreneurial spirit enshrined in small business, and best of luck to this rising mummy army. I just hope they get more sleep than I did.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24807,28010,1,'Photography and your brand','2021-07-23 03:14:11','2021-07-23 03:14:11','38c5dd0e-bacb-4e87-beca-f641eb8b059a',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-Y0QyW1M0Xw\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new1\"],\"blocks\":{\"new1\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"Using visuals and imagery are essential parts of any campaign. When you take a look at our lives and consider our love of infographics, Pinterest and Instagram, as well as our preference for fast, digestible information, using pictures well in your marketing mix makes good sense.\\n\\nMost marketers turn to stock photography when they want to illustrate their idea or campaign. That’s because it can be cost-effective and fast. But there are risks with stock photos, and smart marketers should know them.\\n\\nThe reason we use stock photos most often here at New Word Order is to create mock-ups and ideas for our clients, giving them a better representation of our idea and what we have in mind. Stock photography can also be faster and cheaper than a photo shoot, and it’s instantly available. So, for brochures and smaller pieces, stock photography can be the way to go.\\n\\nBut there are also many, many reasons why investing in a proper photo shoot is better for your business and brand. For starters, stock photography is pretty generic, impersonal and unrealistic. Probably not the look you were after for your new campaign or your brand.\\n\\nStock photos are never taken with a specific idea in mind, and that means they can be bought by anyone and have no particular alignment with any brand. If you use stock photos, you risk looking like any other business – unoriginal, and quite possibly uninspired. If you want to look unique, only images unique to you can achieve this… not the clichés and overused images of your competitors, nor the unrelated stock images you might try to shoehorn into your idea.\\n\\nAt NWO, we love a photo shoot. It’s not just that we’re all about an original idea, either. We believe that when you work with a photographer, you get far more than an image file. You get the benefit of experience, creativity, knowledge and insight.\\n\\nYou also get to say something unique, present something instantly recognisable to the market, and really stand out. You get a professional who listens to and understands your brief, knows what you’re trying to say and what you want to achieve. If you want to make changes on the day, you can, and the final decision on the final image is also in your hands. Complete control.\\n\\nSo while stock photos may be cheap and fast, they can also make your brand look unfocused and unoriginal. A photo shoot is the only solution for a company that wants to visually stand apart from the competition.\\n\\nWith the help of our trusted photography partners, we’ve directed photos shoots for many of our clients – some of them on tight budgets – from Mosaic Chartered Accountants through to Embertec’s very own Power Saviour. For every client, it’s been well worth the investment to truly stand out.\\n\\n[Talk to us today](/contact) about how you can use photography to bring life to your next campaign.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24809,28012,1,'The problem of creativity','2021-07-23 03:14:59','2021-07-23 03:14:59','bacf4da5-5ccb-4c26-adc5-b53067f0463b',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-TgHcrFPn5p\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new2\",\"new1\"],\"blocks\":{\"new2\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"Explaining what it is we do at New Word Order, working in a creative agency, can be a little tough.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new1\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"We’ve come to realise it’s the word ‘creative’ that probably throws people.\\n\\nCreative means something different to everyone. It even means something different to each of us here at NWO. Our project managers, marketers, designers and writers each work in different disciplines and are inspired by different things. And each of our clients and their projects are, too.\\n\\nSo we took some time to ask around the office and try to define what creative means to us. What we found was interesting – some fascinating definitions and insights, inspired by work and from outside of it. It seems that working in a building with ‘creative’ written on the side does encourage us to be so. And what was amusing was the insight into our staff their responses elicited.\\n\\nFor our designer Rebekah, creativity means letting go of what you think you know. Isn’t that kind of perfect? At the same time, our resident wordsmith Suzanne finds creativity in beautifully crafted words. Suzanne says she can be star-struck by beautiful phrases the same way someone else can be affected by visual art or fashion.\\n\\nTo feel creative, our strategic marketer Nikala says she likes to consider the problem at hand and then take time out to think – go for a walk, have a drink with friends, relax. Scott, our Creative Director, says he also likes a change of pace and headspace to ignite creativity – he even finds airports and planes inspiring because they’re so different to his normal place. Scott feels most creative, though, when a worthy challenge or brief comes our way. Rebekah also feels most creative when inspired by a great brief.\\n\\nAnd what of true creativity? According to Suzanne, at its heart creativity is about seeing the world differently and pursuing the new. She says that writing with great creativity is the hardest work she does, and she finds creative copywriting demands the most energy but also gives her the greatest satisfaction.\\n\\nScott says creativity is the generation of something new that contributes to the shared human experience. It\'s sometimes original that spans every aspect of what a human mind is capable of – science, art, you name it.\\n\\nNikala agrees that creativity isn’t necessarily about art. Paving the way for our clients and their projects, she points out that creativity can be seen anywhere and is probably best defined by someone thinking differently about a problem and coming up with a solution that is not only new, but also works.\\n\\nAnd so, in a building labelled ‘a creative agency’, there are as many different ideas as people when it comes to defining what characterises our work. Last words to Scott:\\n\\nTrue creativity is unique, incredibly clever, transforming to humanity, and startling in its (metaphorical) beauty. I\'m hooked on the link between creativity and beauty in all its possible meanings.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24811,28014,1,'Learning to lead','2021-07-23 03:19:27','2021-07-23 03:19:27','38e1aed6-92a1-4e14-abb6-efd434e863ea',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-uWsaVfK1Sl\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new1\"],\"blocks\":{\"new1\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"Most of us have leadership potential, but not all of us are true leaders. Have you ever thought about what true leadership is? Let\'s take a look at how to inspire and motivate yourself and a team to follow your vision.\\n\\n##### **A vision**\\n\\nLeadership starts with vision. A survey by Harvard Business Review found that being forward-thinking is the attribute that most distinguishes leaders from non-leaders. The consensus is that envisioning exciting possibilities and sharing them with others is the most inspiring way to lead a team.\\n\\nGreat leaders, John Ryan wrote in Forbes, give real thought to the values, ideas and activities they’re most passionate about. These should be challenging to put in action, and success should only be reached by setting realistic, demanding goals and going after them relentlessly.\\n\\nWith the help of other engaged and talented men and women, a leader is born.\\n\\n##### **Balance vision and action**\\n\\nWhile your vision is the destination, action is how you get there. Creating a balance only happens when the directions or instructions to reach that vision are clear.\\n\\nA leader needs to understand their team and what motivates them. David Lavinsky wrote in Forbes that true leaders recognise talent and work with those with skills to complement their own, celebrating small victories with the team while staying focused on the big goal.\\n\\n##### **A personal statement**\\n\\nA useful personal leadership vision, focused on action and direction, is a compelling image of an achievable future. Stew Friedman suggested in the Harvard Business Review that to grow as a leader, you should compose your own personal leadership vision, drafted and practised until it’s true and inspiring.\\n\\nFriedman also recommended asking staff to do the same, building on the trust that comes from being aware of what really drives one another.\\n\\n“You’ll be better equipped to capitalise on a critical, often overlooked, aspect of diversity – the remarkable variety that exists in the aspirations of the people around you,” Friedman said.\\n\\n##### **Communicating your vision**\\n\\nKnowing what you want to accomplish may seem clear to you, but as Tanya Price wrote in Forbes, explaining and motivating others is a different story. Clearly and succinctly describing what you want done is important. If you can’t relate your vision to your team, you won’t all be working toward the same goal.\\n\\nCreating a productive work environment depends on clear communication. Your team will learn to trust and depend on you, and will be less hesitant to work harder.\\n\\n##### **Values and delegation**\\n\\nYour team is a reflection of yourself, and if you make honest and ethical behavior a key value, they\'ll follow suit.\\n\\nDelegating tasks is one of the most important skills you can develop for leadership. And the key to delegation is identifying the strengths of your team, and capitalising on them.\\n\\n##### **Confident and committed**\\n\\nPart of your job as a leader is to keep up your confidence and focus on the larger goal.\\n\\n“Remember, your team will take cues from you, so if you exude a level of calm damage control, your team will pick up on that feeling,” said Price.\\n\\nOf course, if you expect your team to work hard and produce quality results, you must lead by example. There’s no greater motivation than seeing hard work done at every level.\\n\\n##### **Leadership, not management**\\n\\nManagement is a set of processes, like planning, budgeting, staffing and problem-solving. That’s different to leadership, which is about taking a team or organisation into the future, finding opportunity, and producing useful change.\\n\\nWhile management is about attributes, leadership is about behaviour. Are you behaving like a leader?\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24813,28016,1,'The year of content marketing','2021-07-23 03:20:39','2021-07-23 03:20:39','902a6c69-fbc0-4fa4-9178-01262ba92eda',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-5uJhJG0gB5\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new2\",\"new1\"],\"blocks\":{\"new2\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"We’re halfway through the year already. When did that happen? For marketers, this was going to be the ‘year of content marketing’. Has it been for you?\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new1\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"Many brands have had a great time putting together content marketing campaigns – Marketing Mag cites Red Bull and Mitre 10’s efforts on The Block. But there’s always an extra worry that overloading customers with content can do more harm than good.\\n\\nThink of how you engage online and use social media yourself. We all have those friends who overpost and overshare, and you end up either ignoring or blocking them. Don’t run the risk of bombarding your customers with inconsistent or non-engaging content just to keep up a social media presence. It’s a guaranteed way put them off completely.\\n\\nWith LinkedIn and Facebook used to distribute the most marketing content, it’s not just the frequency of posts that can let your company down. It’s about what you’re saying, too. And the balance between pushing your message and producing good content is tough, as is maintaining consistency. It’s a balance, really, and the key is creating informative, engaging and sharable content.\\n\\nSo, what’s the trick? Well… there is none. Sorry. It’s old-school. Understand your market’s likes and expectations, and especially understand how much they want to hear from you. A common sense approach. How are you surviving in the year of content marketing?\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24815,28018,1,'Talking to the kids: tips for marketing to Gen-Y','2021-07-23 03:22:12','2021-07-23 03:22:12','e12499e0-ebcb-4703-b46d-ff13f620c41e',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-33RxHlAlsf\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new1\"],\"blocks\":{\"new1\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"Generation-Y is the first generation that grew up with the internet, and so marketing and speaking to those whippersnappers can be a challenge. We found when we worked on our My Smoking and Feeling Good campaigns with Queensland Health that Gen-Y doesn’t like being preached at – they prefer being spoken to, sharing stories, and honest marketing experiences.\\n\\nKeeping in mind that half of the NWO team fits into that pesky generation, we’ve taken a good look at global researcher Joeri Van den Bergh interviews with 21 global marketing executives from big brands, like Converse, Heineken and BBC about improving their marketing to Gen-Y customers. Here’s what he - and we - learned.\\n\\n##### **1. Make it relevant**\\n\\nFor Gen-Y, it’s all about price/quality: Are you offering something valuable? Are you only selling product, or facilitating and endorsing their life? Being true to who you are is also key. Van den Bergh found storytelling, authenticity, and uniqueness add more than you would expect: They reflect Gen-Y\'s core values and sustain your corporate identity.\\n\\nHe also says that creating an actual experience around your product, online and offline, elevates your brand experience. To stay relevant for Millennials, Van den Bergh says marketers should endorse inclusive brands with exclusive experiences.\\n\\n##### **2. Be where they are**\\n\\nVan den Bergh says that above-the-line campaigns still create awareness, but integration with social media and interaction is vital to connect with Gen-Y.\\n\\nHe recommends that websites be used to engage with Gen-Y customers on a deeper level, with contests, games, or ads. Van den Bergh says your website should be a portal where everything your consumer needs to know is presented in an intuitive and engaging way.\\n\\nOf course, he considers social media a must. Facebook, for example, enables interaction and inspiration and is a great platform for trying new things. Van den Bergh recommends going mobile to connect with your consumers, and to connect them with each other.\\n\\nHe also says events are the way to go when you want to create an ultimate customer experience. The result is word-of-mouth—sharing stories online and long-lasting memories.\\n\\n##### **3. Activate conversations**\\n\\nSurprising your consumers is the best way to shake them awake and make sure they stay focused. Van den Bergh says a surprise can be anything and as long it’s relevant and you don\'t stalk them, Gen-Y will love it.\\n\\nHe also says not to underestimate the power of stories. Tell a story about yourself, let your consumers share stories about their personal life, or combine both.\\n\\n##### **4. Enhance loyalty, be FAIR**\\n\\nYou have to keep your Gen-Y consumers involved. Van den Bergh says to follow the FAIR model: FAst, Innovative, and Rewarding.\\n\\nThe faster you react to your consumers, the more likely you are to have a bond with them. By innovating, you are showing interest, creativity, and initiative. Showing Gen-Y consumers your appreciation for having chosen you is key.\\n\\n##### **5. Have guts**\\n\\nGo out there and create a daring but relevant appeal.\\n\\nHow have you marketed to Gen-Y? What’s worked, and what hasn’t? We’d love to hear from you! Let us know and join the conversation in the comments below.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24817,28020,1,'Righting writing','2021-07-23 03:26:01','2021-07-23 03:26:01','1bd91bbb-aa47-488f-a399-94839f330082',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-WiIX62eIQK\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new2\",\"new1\"],\"blocks\":{\"new2\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"Uni was when I found my purpose in life. A passionate lecture on the very first day was my ‘eureka!’ moment that then propelled me through a double major in communications, 10 years in a newsroom and countless more in corporate writing.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new1\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"But it all could have come tumbling down in the stern and unyielding face of just one lecturer: Ros Petelin.\\n\\nLike most kids who gravitated toward the arts in school, I’d been feted as a bit of a writer. I wrote installments of unreasonably sappy romance novels late at night and distributed copies to peers on the train the next morning. I won an academic scholarship for my writing (although nearly lost it many times for my maths).\\n\\nIt was left to Ros – now an associate professor in the School of English, Media Studies and Art History at UQ, and a well-respected writer in business communication – to tear my self-made kingdom down, word by word, until I could rebuild it on more solid foundations.\\n\\nHere’s what I now know to be true about writing effective business words.\\n\\nThanks, Ros. I hope you’re grading more kindly these days.\\n\\n##### **Trick #1: Talk like your audience**\\n\\nIf you’re writing for your business, forget formal words and don’t allow fear of failure – or grammar – to stop you writing. Instead, a trick I’ve long used in business writing is to hear a typical customer’s voice in my head, and then to write like they talk.\\n\\nLike acting, the craft of writing involves immersing yourself in the character. In this case, the character is your customer – and by sounding like them, you’re more likely to draw them in.\\n\\n##### **Trick #2: WIRMI**\\n\\nI have Ros and her fondness for US author Linda Flowers to thank for WIRMI. The acronym ‘What I Really Mean Is’ is extraordinarily helpful in bringing clarity to business writing, and it’s a tool I still use daily.\\n\\nYou can use WIRMI as a catchphrase at any point of your writing – when you’re trying to work out exactly what you want to say, and when you’ve written something and you need to ensure it says what you want, clearly and well.\\n\\nIf you’re not comfortable with writing – and plenty of people would rather line up for a root canal than write an essay – this is a great way to check you’re on track.\\n\\n##### **Trick #3: So nice you read it thrice**\\n\\nFinally, if you’re satisfied that what you’ve written is the best you can do, read it through once more – and then put it down.\\n\\nAfter a few hours – or a few days, if you have the time – pick it up and critically read it again. Make a few adjustments. Delete a few words. Then hide it again.\\n\\nOn the third go, after another break, pretend you’re the customer and read it aloud to yourself as though you’re seeing it for the first time. If you have no more changes to make to it, it’s good to go. But chances are, you’ll think of a few.\\n\\nWhy at least three reads? Professional writers and editors know better than anyone that great writing comes from multiple drafts, not a single session of inspiration. Taking a break in between drafts – although hard to do in a busy work day – can be the key to achieving great results.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24819,28022,1,'Management is more than measurement','2021-07-23 03:26:58','2021-07-23 03:26:58','34e8236c-aa3c-4646-9bba-ec6cae1700f3',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-4GZRkIUT1L\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new2\",\"new1\"],\"blocks\":{\"new2\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"Businesses in the service sectors have taken many management practices straight out of the factories of the 20th Century. Often they don’t work.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new1\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"Let me use one of my staff’s previous performance reviews as a case study.\\n\\nHe worked for a large corporation and its performance review policy was worker and boss would sit down once a year for 20 minutes.\\n\\nThe boss had a set checklist for everyone – the same one.\\n\\nIt was a single A4 page covered with metrics along which each staff member would receive a score from ‘subpar’ through ‘needs improvement’ and ‘meets expectations’ to ‘exceeds expectations’.\\n\\nMy employee told me that his boss ticked ‘meets expectations’ for everything … regardless of who he was scoring.\\n\\nFor people who have worked in large corporations, nothing would be surprising so far. However, my employee and his boss had an unusually candid relationship.\\n\\nWhen my employee asked his old boss what he had to do to ‘exceed expectations’, the boss intimated that head office had decreed that no-one was allowed to ‘exceed expectations’.\\n\\nYou could surmise that this might have merely been an attempt to keep things simple. If everyone is average and everything works well enough, then no-one gets a raise, no-one needs leadership coaching, no budgets are stressed, and everyone remains motivated to ‘exceed expectations’.\\n\\nHowever, this case study skewers the saying you can’t manage what you can’t measure. This company’s performance reviews were not measuring, though they looked a lot like it. Their measurement tools and practices didn’t match the nature of their staff’s tasks in a services industry.\\n\\nSo this company was using an unreliable yardstick – a single A4 of tick-and-cross – and an unreliable measurer: the manager’s judgment in that one 20-minute block once a year.\\n\\nPlus they had kneecapped both with a rule that no-one can be better than just ‘good enough’.\\n\\nHere’s the rub. Most jobs these days aren’t on conveyor belts. Most create ‘value’ – the unmeasurable flipside of ROI – through services. Performance in these jobs can be accurately judged and appraised by involved and well-trained managers, but job performance in these sorts of roles cannot be accurately summed up with numbers.\\n\\nHere are the crucial toolkit words – and these words are a great hammer and anvil to crack so many things apart: qualitative and quantitative.\\n\\nManagement by measurement is quantitative. It is accountancy played with people. It fits neatly with the MBA approach to business.\\n\\nManagement by attention, involvement and open dialogue is qualitative. It understands and then secures consensus. It doesn’t fit anything neatly.\\n\\nWorking with people’s qualities isn’t neat, but it is where value comes from in the service sector.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24821,28024,1,'Corporatese to English','2021-07-23 03:27:34','2021-07-23 03:27:34','0f6933f5-72aa-4e72-a82f-c2f7ad0fbd37',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-HTh3V8VYub\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new2\",\"new1\"],\"blocks\":{\"new2\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"Our business, a prominent leading boutique South East Queensland digital, media, full service and mixed creative agency whose track record puts forth successes and achievement, is New Word Order.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new1\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"We have built our business on a sensed customer need to elucidate and provide services and solutions from depth-wise passions toward maximizing, engaging and touching base with expert decision-makers and leading experts across our metropolitan networks and even internationally.\\n\\nThese helping, leading and connective skills are what we’d offer to any of our thousands of potentials – inclusive of and with regard to prospectives across the Brisbane and Queensland and Australasian business regionality. Therefore, does contacting New Word Order makes a case for your foremost responsibility toward your strategy regarding your business media?\\n\\nTaking this as a call to revolutionising content, we’d arrange to respond to results-based briefing documentation in solutionised offerings right through to customisable tailored service solutions, meaning the customers is always directly involved within the provision of every consultative gathering of resources, attaining full and effective impacts.\\n\\nSynergising professionally written, artfully designed and productionised media communiqués aligns with our lovely, ever-broadening, and exceptionally cultivated, understanding regarding to every comprehensive aspect within messaging strategies and best practice.\\n\\nAiding and multiplying the efficacy to give pursuit-led and driven engagement regarding consideration to you on our in-house specialities, strength and market-leading is an outstand.\\n\\nAttaining a results-based outcome hand-in-hand with dominant-paradigm appropriation and knowledge guarantees absolute marketing and communicated outcomes.\\n\\nOr, more simply:\\n\\nNeed help with business media? We’d love to give you a hand.\",\"textSize\":\"text-base\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24823,28026,1,'How to read the media','2021-07-23 03:30:27','2021-07-23 03:30:27','1ab50905-52d6-4bf3-afe9-95c1909137c1',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-ZQ8GkHzE9z\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new2\",\"new1\"],\"blocks\":{\"new2\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"With so much sensationalist news out there competing with valid journalism for your attention – and often winning – being able to tell the exploitative from the illuminative is a valuable skill.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new1\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"At the moment, the ideal of an informed public is suffering in something of a perfect news storm.\\n\\nThe interdependent weather fronts colliding are the 24-hour news cycle, Google’s diversity of sources, a global panic culture and political coverage that paints one side as uniformly outrageous and the other as cringingly ineffective: Abbott vs. Gillard, Newman vs. Palaszczuk, Romney vs. Obama.\\n\\nNews companies have found their new news audiences are always switched on, always hungry and, through Google, able to choose facts to suit their preceding opinions.\\n\\nSo used to being shocked, so prepared for it, the audience is anxiously tensed to leap on the tawdry or gory or disastrous.\\n\\nHeadlines such as “Australia actually unpopular destination for refugees” don’t sell.*\\n\\nPeople crave certainty in uncertain times. And there’s profit in that. At its worst, that led to the goings-on at News in the UK, but in its garden-variety form it has led news devolving from knowledge, analysis and consideration to information, opinion and soundbites.\\n\\nOr, more often in the case of financial and business news, an addiction to data (which sits one rung of below information, and two below knowledge) and whichever statistic is most alarming at that hour.\\n\\nBut now, a caveat before we unload on journalism: largely speaking, journalists do their best and care passionately about doing what they do and about doing it well and accurately. But, as every business knows, where there is passion there is overwork. And news is business.\\n\\nThus, these days reading news is, more than ever, about reading between the lines.\\n\\n##### **Here’s how:**\\n\\n###### **Experts and gurus**\\n\\nIn general there are three ways journalists establish the veracity of their stories they appeal to your mind, your heart or your respect for someone’s reputation.\\n\\nIt’s roughly the same idea as academic referencing in research, but it is perverted by placing the angle before the evidence. A quick way to clock a true expert is to research their credentials.\\n\\nLook for markers of success and that they practice what they preach. Would you go to a financial planner who was broke? If a story really gets you thinking, it worth doing some digging into who is quoted.\\n\\n###### **Bleeds it leads**\\n\\nOne of the oldest sayings in journalism is ‘if it bleeds it leads’: essentially, bad news sells. These days news services are struggling to find a business model that works when so much content is free online.\\n\\nMany simply try to drive maximum traffic through their sites. Shock tactics and so-called beat-ups are one way of grabbing attention.\\n\\nMost of the time, bad news is not nearly so bad. For example, remember the hullabaloo that preceded the activation of the Large Hadron Collider?\\n\\n###### **Chinese whispers**\\n\\nDo you hear what was said or what you want to hear? There is no way to avoid it, communication misfires almost constantly.\\n\\nA speaker can think one thing but accidentally say another, the listener can misunderstand what they say, the note taker can make a mistake, the tape recorder can pick up the sound of papers rustling at a crucial time. And that’s just communication across one link of the chain from brain-to-mouth, mouth-to-ear, ear-to-brain, brain-to-hand, pen-to-paper. Multiply these each time the information passes to the next actor in the sequence – including journalist, editor, proof reader, sub-editor and printer – and it is a wonder anything is even largely accurate.\\n\\n###### **Damn statistics**\\n\\n‘Lies, damn lies and statistics’ is true!\\n\\nStats are compressions of mathematical data into pieces of information. Compression always loses something. And there are big loopholes through which data can be pushed to get the result you like.\\n\\nFor example, if a study on income has a sample of 1000 people of whom 999 earn $1 a year and one Clive Rinehart who earns $1 billion a year, then the average wage – mathematically speaking – is just over $1 million. Prosperity for all!\\n\\nStats, facts and figures have their place. Generally, that place is not the centre.\\n\\n###### **Agenda and bias**\\n\\nBack in the Obama-McCain race there was 25 seconds that beautifully demonstrated media bias. You can watch it here.\\n\\nIf you don’t want to watch, this is what happens: the reporter asks a group of diners if they are going to vote for McCain – no one puts their hand up (one couple fights about it); then he asks who is going to vote for Obama – everyone puts their hand up. Then he turns to the camera and says, “See, it’s split.”\\n\\nAustralian mainstream media doesn’t seem embrace such gasp-inducing chutzpah, but there are definite leans to many of our outlets. Keep an eye out for them.\\n\\n###### **Simple and simplistic**\\n\\nEdward De Bono – regardless of what you think of him – wrote something useful about the difference between simple and simplistic.\\n\\n“If you do not seek to understand a situation or process, your efforts will be ‘simplistic’ rather than simple. Simplicity before understanding is worthless.”\\n\\nTime poor generalist journalists often never get a true and deep understanding what they are writing about. (Dedicated subject-matter journos, such as Laurie Oakes, absolutely understand what they are talking about). The average newshound just has to get the story down on paper, compressed by time, and move to the next thing.\\n\\nThey simply lack the time – and very often the inclination – to pore over details. Confronted with 4000 words of research for a 500-word space they prune things off. Often that simplification ends up simplistic and vital, subtle accuracies are accidentally lost.\\n\\n###### **Questioning headlines?**\\n\\nMy last point is taken verbatim from journalist Andrew Marr and his book My Trade because it can’t really be said any better.\\n\\n“If the headline asks a question, try answering ‘no’. “Is This the True Face of Britain’s Young?” (Sensible reader: No.) “Have We Found the Cure for AIDS?” (No; or you wouldn\'t have put the question mark in.) “Does This Map Provide the Key for Peace?” (Probably not.) A headline with a question mark at the end means, in the vast majority of cases, that the story is tendentious or over-sold.\\n\\n“It is often a scare story, or an attempt to elevate some run-of-the-mill piece of reporting into a national controversy and, preferably, a national panic.”\\n\\n##### **What it all means**\\n\\nJournalism is a tricky trade. The tricks cut both ways: you can foist them upon the audience or you can be caught out by them.\\n\\nAs long as attention spans continue to shorten – or as long as pandering to short attention spans makes more money – news is only going to get ‘trickier’ – in both senses of the word.\\n\\n*According to 2011 research form the UN, Australia ranks as the 46th most popular destination for asylum seekers.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24825,28028,1,'Common sense isn’t common','2021-07-23 03:32:57','2021-07-23 03:32:57','19791ed1-a1dc-41f7-bc16-e66d0571ee3f',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-pEGVOX2A5Z\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new2\",\"new1\"],\"blocks\":{\"new2\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"A great deal of being successful in business is being practical, prepared and dedicated. Seems like common sense.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new1\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"You could almost say ‘never put off till tomorrow what you can do today’.\\n\\n##### **But things aren’t ever that simple.**\\n\\nWhile old sayings knock around forever, quite often all they do is put a situation into a little box so it stops nagging on our limited attention. In business, however, those nags – technically known as ‘thought-terminating clichés’ – often desperately need to be heeded.\\n\\nIn my work this week, I’ve seen what happens when an otherwise impressive company becomes blinded by its own clichés. In this case, it’s made senior management myopic, staff stifled, and the owners so consumed by their own narrative they’re unwilling to take responsibility for their failures. It’s not pretty, and the effects are wide-ranging.\\n\\nSo, how can you tell if you’re thinking clearly or caught up in your own clichés? For one, consider the terrifying thing about common clichés: pretty much all of them have an equally popular contradictory saying. Chances are the ones you favour in your business do, too.\\n\\n##### **Look before you leap … He who hesitates is lost.**\\n\\nIf at first you don\'t succeed, try, try again … Don\'t beat your head against a brick wall.\\n\\nAbsence makes the heart grow fonder … Out of sight, out of mind.\\n\\n##### **Haste makes waste … Time waits for no man.**\\n\\nYou\'re never too old to learn … You can\'t teach an old dog new tricks.\\n\\n##### **Do unto others as you would have others do unto you**\\n\\n… Nice guys finish last.\\n\\nReal common sense comes from combining logic, understanding and intuition. Most importantly, in a business sense, it comes from owners and managers operating with honesty, integrity and a good dose of self-awareness.\\n\\nSo while the problem you’re tackling in your business might well be better solved by putting your brain in gear, nose to the grindstone, shoulder to the wheel and keeping your eyes peeled – chances are that what you really need is the guts to be brutally honest with yourself.\\n\\nIt begs the question: What are the ways you use common language to brush over problems in your business? Are there common catchphrases or clichés buffering you from a dose of reality?\\n\\nHere are some examples:\\n\\n- That’s not the way we do things.\\n- It’s not my fault.\\n- That customer’s an idiot.\\n- It’s my way or the highway.\\n- The buck stops with me.\\n\\nIf you stopped to consider the situation and the automatic response within your business, I wonder if there’d be a nugget of genuine insight there that’s being hidden by a cliché? An opportunity to improve, rather than deny?\\n\\nIt’s worth considering. After all, it’s better to be safe than sorry.\\n\\nThis article first appeared in CCIQ’s Inform. We create, research and write this monthly e-zine, which goes out to businesses across Queensland.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24827,28030,1,'State your client’s case','2021-07-23 03:34:21','2021-07-23 03:34:21','ead1a3f4-e61d-4e58-b4b1-f58cf484fe2c',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-wwyHcPmT7W\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new2\",\"new1\"],\"blocks\":{\"new2\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"We all know how much easier it is to see the path if someone else has cleared it for us first. Your clients and potential clients are no different. Comparing can help them comprehend the value to their own business.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new1\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"That’s the value of a case study.\\n\\nThe trick is producing an interesting, well-written, balanced story that makes audiences believe and want to read it.\\n\\nSo how do you put together a great case study?\\n\\nFirst, you need a happy (and preferably interesting) client who agrees to let you tell their story.\\n\\nNext you need to listen to their story. It’s not good enough that you know where your product and services sit in their business. That’s not the story, that’s your marketing copy.\\n\\nStep away from your own business perspective for a moment and think about your clients’.\\n\\n- What are they trying to achieve as a business?\\n- What specifically were they trying to achieve when they implemented your product or service?\\n- What was the situation or status quo prior to implementing your product or service?\\n- How did (or do) they find the process?\\n- Did your service meet or exceed their expectations?\\n- Were there any hiccups or learning experiences that can be included? (We figure if you’ve chosen this story it’s a pretty happy one. But there’s nothing wrong with including an honest teething problem, especially one that has a happy ending. If you addressed and resolved the issue quickly, then it’s a positive reflection on your business).\\n- What was the final outcome?\\n- Can you put a dollar or other specific value figure on the outcome?\\n\\nYou need detail to paint a picture, but don’t get bogged down by it. Keep it sharp, informative and interesting to the audience, and make sure your tone suits them too. Include constant subtle reminders of your product or service\'s involvement in the success, but avoid making it sound like advertorial.\\n\\nGetting it right is worth the effort. At New Word Order, we’ve been producing case studies for client web sites, brochures, presentations, publications and other collateral for over 9 years. We get the brief right, we know what questions to ask and we know how to conduct a phone interview. Because we do them every day.\\n\\nIf your product or service adds value, a great client case study is going to be the most effective sales tools you ever invested in.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24829,28032,1,'Be heard across vertical markets and sectors','2021-07-23 03:34:56','2021-07-23 03:34:56','f475dafe-29c7-48d1-b470-70c6979590d3',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-miFonpEY6W\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new2\",\"new1\"],\"blocks\":{\"new2\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"Everyone wants a product or service that meets their needs. We’re time-poor, so that means we want to work with businesses that get us, that know what we do and can service us accordingly.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new1\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"Businesses with specialised, vertically oriented products have been marketing this strength for years.\\n\\nSo how do you capitalise if your product isn’t niche-market specific?\\n\\nI’m not about to tell you to start touting your product as market specific or specialised if it’s not. But if clients from a particular industry sector are benefiting from your product or service, why not tell other potential, similar clients? It’s much easier to get an audience to listen if you’re speaking directly to them.\\n\\nCustomising your message can build confidence in your service and help you to build market share.\\n\\nChoose one or two major industry sectors you service, and then ask yourself (or better still, ask them) a few questions.\\n\\nHow do they use your product or service?\\n\\nWhat specific business benefit are they getting when they use it?\\n\\nWhat staff within the organisation use it the most?\\n\\nArmed with that knowledge, you can produce messages and communications collateral that directly engages the audience.\\n\\nIt doesn’t have to be complicated. You don’t have to build a whole new campaign for every industry you service. Your brand and product remains consistent, but the way you structure your message changes.\\n\\nThere’s no better way to show potential clients how much you appreciate their specific needs.\",\"textSize\":\"text-base\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24837,28040,1,'Hear the equality stories from NWO women','2021-07-23 05:37:29','2022-05-30 01:17:28','e9bcfc96-af38-479d-a39c-69e0155745d3',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-Wernf3qqvS\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"new1\":{\"type\":\"heading\",\"enabled\":true,\"collapsed\":false,\"fields\":{\"headingText\":\"International Women\'s Day 2021\",\"headingColour\":\"text-black\",\"headingSize\":\"text-5xl\"}},\"new2\":{\"type\":\"text\",\"enabled\":true,\"collapsed\":false,\"fields\":{\"text\":\"We can all choose to challenge and call out inequality. We can all choose to seek out and celebrate women\'s achievements. Collectively, we can all help create an inclusive world. \\n\\nFrom challenge comes change, so let\'s all choose to challenge.\\n\\nThe 2021 theme for International Women\'s Day is #choosetochallenge. We asked the women of NWO what this means for them.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}},\"buttons\":[],\"sectionTitle\":null}}}}},{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-dQqtfQZh3I\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-xgBpfxj8HD\",\"content\":{\"fields\":{\"images\":[\"17131\"]}}}}},{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-ZSm70uSTq5\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"new1\":{\"type\":\"heading\",\"enabled\":true,\"collapsed\":false,\"fields\":{\"headingText\":\"Jo Penney: We don\'t need titles\",\"headingColour\":\"text-black\",\"headingSize\":\"text-5xl\"}},\"new2\":{\"type\":\"heading\",\"enabled\":true,\"collapsed\":false,\"fields\":{\"headingText\":\"As a female with short hair, I am often referred to as ‘sir’.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new3\":{\"type\":\"text\",\"enabled\":true,\"collapsed\":false,\"fields\":{\"text\":\"This occurs mostly by flight attendants who take a quick glance and assume, rather than just offering a friendly ‘good morning’ or ‘good evening’ and avoiding their own embarrassment when they realise their mistake.\\n\\nOnce, the same flight attendant who greeted me to the plane was so embarrassed she could barely offer me tea or coffee later in the flight.\\n\\nIt’s silly and avoidable, and I find it quite funny and entertaining to see which way it will go.\\n\\nFor others, though, it can be an awful embarrassment that can easily be avoided by removing titles.\\n\\nSo, this International Women’s Day, I’m choosing to challenge all of us to end their use.\\n\\nI’m a proud female but I don’t feel the need to be referred to as madame, ma’am, mademoiselle, etc. It’s old-fashioned and classist.\\n\\nAnd as a proud LGBTI woman, I am extra aware that titles can isolate and sideline—not encourage and respect—people for whom gender and identity has been hard-won.\\n\\nLet’s talk our walk. Let’s end titles for good.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}},\"buttons\":[],\"sectionTitle\":null}}}}},{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-oVs7jOKhCm\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-xgBpfxj8HD\",\"content\":{\"fields\":{\"images\":[\"17127\"]}}}}},{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-823iS7DNes\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"new1\":{\"type\":\"heading\",\"enabled\":true,\"collapsed\":false,\"fields\":{\"headingText\":\"Kat Scott: The courage to listen\",\"headingColour\":\"text-black\",\"headingSize\":\"text-5xl\"}},\"new2\":{\"type\":\"heading\",\"enabled\":true,\"collapsed\":false,\"fields\":{\"headingText\":\"I’ve always thought the conversation around challenges women face was about finding your voice and speaking up; that strong, independent women needed to find the confidence to make their voices heard.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new3\":{\"type\":\"text\",\"enabled\":true,\"collapsed\":false,\"fields\":{\"text\":\"The older I get and the more the modern world allows us to see through the structures of society, economics and politics, I realise the conversation is really about finding the confidence to listen to those voices.\\n\\nYou see it every day in business, TV, music, media and social situations that when there is a woman who stands up and says how she feels, she is perceived as “too much”.\\n\\nI am guilty at times of not hearing other female voices and, worse than anything, sometimes of not even hearing my own voice.\\n\\nDespite thinking of myself as a very headstrong, intelligent and confident person, I tell myself to “tone it down” because I’m being “too much”.\\n\\nI want to see people rising to the challenge of actively listening to those female voices and perspectives, not because they are female but because they are equal.\\n\\nEvery person should be offered the same platform, the same ears and the same opportunities—if we choose to take them.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}},\"buttons\":[],\"sectionTitle\":null}}}}},{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-YdYo9ey7f6\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-xgBpfxj8HD\",\"content\":{\"fields\":{\"images\":[\"17124\"]}}}}},{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-jXUudS4IzN\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"new1\":{\"type\":\"heading\",\"enabled\":true,\"collapsed\":false,\"fields\":{\"headingText\":\"Rebecca Holman: Let\'s keep choosing to challenge\",\"headingColour\":\"text-black\",\"headingSize\":\"text-5xl\"}},\"new2\":{\"type\":\"heading\",\"enabled\":true,\"collapsed\":false,\"fields\":{\"headingText\":\"Here’s to the great women who kicked it all off.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new3\":{\"type\":\"text\",\"enabled\":true,\"collapsed\":false,\"fields\":{\"text\":\"They challenged previously held societal norms, at great personal and physical cost, to give us the right to vote, the right to marry who we like, the right to choose our own careers, to be independent and to move closer to gender equality.\\n\\nThe spirit of these pioneers lives on, and the hard and uncomfortable work continues in many forms with each of us.\\n\\nAll of us can keep choosing to challenge each other—woman to man, woman to woman, man to man—in our everyday lives.\\n\\nHere’s to the mums, dads and those very special teachers who nurture our kids, lead by example and challenge the next generation to grow into people who treat each other with respect, patience and compassion.\\n\\nLet’s keep championing and supporting each other to achieve true gender equality.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}},\"buttons\":[],\"sectionTitle\":null}}}}},{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-RUzEpjpFMZ\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-xgBpfxj8HD\",\"content\":{\"fields\":{\"images\":[\"17119\"]}}}}},{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-7wTrhTk0Ps\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"new1\":{\"type\":\"heading\",\"enabled\":true,\"collapsed\":false,\"fields\":{\"headingText\":\"Kimi Schieren: Deeper than the dollar amount\",\"headingColour\":\"text-black\",\"headingSize\":\"text-5xl\"}},\"new2\":{\"type\":\"heading\",\"enabled\":true,\"collapsed\":false,\"fields\":{\"headingText\":\"Revealing you have a side hustle always brings up questions about success.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new3\":{\"type\":\"text\",\"enabled\":true,\"collapsed\":false,\"fields\":{\"text\":\"“What kind of a profit are you making?”\\n\\n“Is it worth it?”\\n\\nEspecially if you, like myself, also work a full-time job and the side hustle itself is almost equally as full-time—the questions surrounding the value of your extracurricular will frequently plague you.\\n\\nHolding the worth of something solely on whether or not it’s profitable can be a slippery slope of creating unattainable goals and unrealistic expectations on yourself and your business.\\n\\nWhat I get out of my side hustle both professionally and personally far surpasses any financial goals.\\n\\nIt’s an outlet for my creativity and a way to express myself. Plus, it helps me to be more creative in my day job.\\n\\nThe two jobs feed into each other and without either or both I would struggle to feel like myself.\\n\\nSuccess from my side hustle is measured in the praise of happy customers, the smiles and comments I get from people who pass my stuff in the streets, and the self-satisfaction I get from creating something from an idea in my head to something you can physically wear or hold.\\n\\nSure, getting paid is also great and I dream of the day when it can become my full-time job. But, for now, my success is much deeper than a dollar amount.\\n\\nThis International Women’s Day, I’m choosing to challenge the notion that wealth equals success.\\n\\nLet’s choose to open our mind to what success looks like and celebrate the amazing things we’re doing.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}},\"buttons\":[],\"sectionTitle\":null}}}}},{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-TAZHDkM6ny\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-xgBpfxj8HD\",\"content\":{\"fields\":{\"images\":[\"17115\"]}}}}},{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-EVYfpAlzzL\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"new1\":{\"type\":\"heading\",\"enabled\":true,\"collapsed\":false,\"fields\":{\"headingText\":\"Kate Wood: Because they challenged, I get to choose\",\"headingColour\":\"text-black\",\"headingSize\":\"text-5xl\"}},\"new2\":{\"type\":\"heading\",\"enabled\":true,\"collapsed\":false,\"fields\":{\"headingText\":\"I’m in the grey area between Gen Y and Z, so I’m a product of the many Gen X women who raised me, inspired me and challenged me.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new3\":{\"type\":\"text\",\"enabled\":true,\"collapsed\":false,\"fields\":{\"text\":\"Gen X women were born in the 70s and 80s when the ideals of having it all—stable marriage, perfect family, lucrative work—came disguised as female empowerment. What crippling expectations.\\n\\nThese women defied mathematics. There are only 24 hours in a day and having it all takes at least 36.\\n\\nThey challenged the gender norms of the time and proved that, in fact, you can have it all.\\n\\nBecause of that, I don’t have to be the perfect mum with the perfect kids. I don’t have to be married to the dreamiest spouse. I don’t have to cook like Nigella or clean like Marie Kondo. I don’t have to climb the corporate ladder and smash through glass ceilings.\\n\\nI certainly don’t need to do all of that at the same time.\\n\\nAnd because I’m lucky enough to work for an incredible Gen X woman, I don’t have to work twice as hard to earn the same as my male colleague.\\n\\nInstead, I get to choose my values and the kind of woman I want to be.\\n\\nTo all you Gen X women who bravely went before: thank you. 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challenge and call out inequality. We can all choose to seek out and celebrate women\'s achievements. Collectively, we can all help create an inclusive world. \\n\\nFrom challenge comes change, so let\'s all choose to challenge.\\n\\nThe 2021 theme for International Women\'s Day is #choosetochallenge. 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that strong, independent women needed to find the confidence to make their voices heard.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new2\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"The older I get and the more the modern world allows us to see through the structures of society, economics and politics, I realise the conversation is really about finding the confidence to listen to those voices.\\n\\nYou see it every day in business, TV, music, media and social situations that when there is a woman who stands up and says how she feels, she is perceived as “too much”.\\n\\nI am guilty at times of not hearing other female voices and, worse than anything, sometimes of not even hearing my own voice.\\n\\nDespite thinking of myself as a very headstrong, intelligent and confident person, I tell myself to “tone it down” because I’m being “too much”.\\n\\nI want to see people rising to the challenge of actively listening to those female voices and perspectives, not because they are female but because they are equal.\\n\\nEvery person should be offered the same platform, the same ears and the same opportunities—if we choose to take them.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}},{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-YdYo9ey7f6\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-xgBpfxj8HD\",\"content\":{\"fields\":{\"images\":[\"17124\"]}}}}},{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-jXUudS4IzN\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new1\",\"new2\",\"new3\"],\"blocks\":{\"new1\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"Rebecca Holman: Let\'s keep choosing to challenge\",\"headingColour\":\"text-black\",\"headingSize\":\"text-5xl\"}},\"new2\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"Here’s to the great women who kicked it all off.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new3\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"They challenged previously held societal norms, at great personal and physical cost, to give us the right to vote, the right to marry who we like, the right to choose our own careers, to be independent and to move closer to gender equality.\\n\\nThe spirit of these pioneers lives on, and the hard and uncomfortable work continues in many forms with each of us.\\n\\nAll of us can keep choosing to challenge each other—woman to man, woman to woman, man to man—in our everyday lives.\\n\\nHere’s to the mums, dads and those very special teachers who nurture our kids, lead by example and challenge the next generation to grow into people who treat each other with respect, patience and compassion.\\n\\nLet’s keep championing and supporting each other to achieve true gender equality.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}},{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-RUzEpjpFMZ\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-xgBpfxj8HD\",\"content\":{\"fields\":{\"images\":[\"17119\"]}}}}},{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-7wTrhTk0Ps\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new1\",\"new2\",\"new3\"],\"blocks\":{\"new1\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"Kimi Schieren: Deeper than the dollar amount\",\"headingColour\":\"text-black\",\"headingSize\":\"text-5xl\"}},\"new2\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"Revealing you have a side hustle always brings up questions about success.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new3\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"“What kind of a profit are you making?”\\n\\n“Is it worth it?”\\n\\nEspecially if you, like myself, also work a full-time job and the side hustle itself is almost equally as full-time—the questions surrounding the value of your extracurricular will frequently plague you.\\n\\nHolding the worth of something solely on whether or not it’s profitable can be a slippery slope of creating unattainable goals and unrealistic expectations on yourself and your business.\\n\\nWhat I get out of my side hustle both professionally and personally far surpasses any financial goals.\\n\\nIt’s an outlet for my creativity and a way to express myself. 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But, for now, my success is much deeper than a dollar amount.\\n\\nThis International Women’s Day, I’m choosing to challenge the notion that wealth equals success.\\n\\nLet’s choose to open our mind to what success looks like and celebrate the amazing things we’re doing.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}},{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-TAZHDkM6ny\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-xgBpfxj8HD\",\"content\":{\"fields\":{\"images\":[\"17115\"]}}}}},{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-EVYfpAlzzL\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new1\",\"new2\",\"new3\"],\"blocks\":{\"new1\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"Kate Wood: Because they challenged, I get to choose\",\"headingColour\":\"text-black\",\"headingSize\":\"text-5xl\"}},\"new2\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"I’m in the grey area between Gen Y and Z, so I’m a product of the many Gen X women who raised me, inspired me and challenged me.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new3\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"Gen X women were born in the 70s and 80s when the ideals of having it all—stable marriage, perfect family, lucrative work—came disguised as female empowerment. What crippling expectations.\\n\\nThese women defied mathematics. There are only 24 hours in a day and having it all takes at least 36.\\n\\nThey challenged the gender norms of the time and proved that, in fact, you can have it all.\\n\\nBecause of that, I don’t have to be the perfect mum with the perfect kids. I don’t have to be married to the dreamiest spouse. I don’t have to cook like Nigella or clean like Marie Kondo. I don’t have to climb the corporate ladder and smash through glass ceilings.\\n\\nI certainly don’t need to do all of that at the same time.\\n\\nAnd because I’m lucky enough to work for an incredible Gen X woman, I don’t have to work twice as hard to earn the same as my male colleague.\\n\\nInstead, I get to choose my values and the kind of woman I want to be.\\n\\nTo all you Gen X women who bravely went before: thank you. Because you worked so hard to challenge, I get to choose.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}},{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-PCfYuBrUwo\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-xgBpfxj8HD\",\"content\":{\"fields\":{\"images\":[\"17114\"]}}}}},{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-aX0BZHIT5e\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new1\",\"new2\",\"new3\"],\"blocks\":{\"new1\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"Suzanne Oxford: Let\'s not mistake peace-keeping for peace-making\",\"headingColour\":\"text-black\",\"headingSize\":\"text-5xl\"}},\"new2\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"As a person of faith, I’ve always been challenged by a verse that says, “as far as it depends on you, live at peace”. I consider this my mandate.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new3\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"But don’t mistake peace-keeping for peace-making.\\n\\nPeace-keeping keeps factions apart with no expectation of resolution. It’s maximum effort expended in a passive, zero sum game. It reinforces apathy, privilege and anger.\\n\\nMe? I’m a peace-maker. The very act of making peace—and making peace, and making peace—is dynamic and potent, shining a light where inequality and injustice rob people of true peace.\\n\\nPeace-making drives me to lean in and bear witness to people’s stories with compassion and empathy.\\n\\nIt compels me to respond with strategies and actions that can create lasting change.\\n\\nIt urges me to have uncomfortable conversations to elicit greater understanding.\\n\\nIt impels me own my blind spots so I can grow in gentleness—and, in turn, create even greater peace.\\n\\nThere’s nothing passive about being a peace-maker, and peace-making never ends.\\n\\nIn fact, as I consider the broken world my children are now entering as young adults, my peace-making is only increasing in volume—as is my understanding that peace is a human right and that, as far as it depends on me, I must give it voice and life.\\n\\nAnd so I do.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}},{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-OM2HjsMtPT\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-xgBpfxj8HD\",\"content\":{\"fields\":{\"images\":[\"17108\"]}}}}},{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-Knak12weJl\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new1\",\"new2\",\"new3\"],\"blocks\":{\"new1\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"Bree Leitch: Our voice carries weight, even when it wavers\",\"headingColour\":\"text-black\",\"headingSize\":\"text-5xl\"}},\"new2\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"I grew up posting everything on social media, compiling a collage of my perfect life.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new3\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"Every photo is meticulously chosen out of hundreds taken, every smile critiqued, and every caption drafted and redrafted. Anything less than perfection simply won’t do—I have an audience to please, you see.\\n\\nWomen have fought since the beginning of time to have our voices heard and taken seriously. And now we have an audience, they’re out for blood. It’s the little things—misusing terminology, Facetune gone wrong, dating too many people or not enough—the list goes on. Our audience will fault us for anything in order to discredit us.\\n\\nThe worst part? Often, that audience is me. Sometimes it’s you. It’s all of us women at one point or another, not because we mean to, but because we are trained to. We are taught we must tear other women down in order to lift ourselves up.\\n\\nWhen we let ourselves believe that our own success—or self-security, or popularity, or whatever validation we seek—is dependent on the destruction of other women, we all suffer.\\n\\nWe don’t have to be perfect to be valid. Our voice carries weight, even when it wavers.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24840,28043,1,'Be heard across vertical markets and sectors','2021-07-23 06:19:14','2021-07-23 06:19:14','65bea69b-ffd0-4e6d-a1cf-2dd59d9b2aaf',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-miFonpEY6W\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new2\",\"new1\"],\"blocks\":{\"new2\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"Everyone wants a product or service that meets their needs. We’re time-poor, so that means we want to work with businesses that get us, that know what we do and can service us accordingly.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new1\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"Businesses with specialised, vertically oriented products have been marketing this strength for years.\\n\\nSo how do you capitalise if your product isn’t niche-market specific?\\n\\nI’m not about to tell you to start touting your product as market specific or specialised if it’s not. But if clients from a particular industry sector are benefiting from your product or service, why not tell other potential, similar clients? It’s much easier to get an audience to listen if you’re speaking directly to them.\\n\\nCustomising your message can build confidence in your service and help you to build market share.\\n\\nChoose one or two major industry sectors you service, and then ask yourself (or better still, ask them) a few questions.\\n\\nHow do they use your product or service?\\n\\nWhat specific business benefit are they getting when they use it?\\n\\nWhat staff within the organisation use it the most?\\n\\nArmed with that knowledge, you can produce messages and communications collateral that directly engages the audience.\\n\\nIt doesn’t have to be complicated. You don’t have to build a whole new campaign for every industry you service. Your brand and product remains consistent, but the way you structure your message changes.\\n\\nThere’s no better way to show potential clients how much you appreciate their specific needs.\",\"textSize\":\"text-base\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24841,28044,1,'State your client’s case','2021-07-23 06:19:14','2021-07-23 06:19:14','ba71f934-9f83-4495-ab52-51a71d406d7f',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-wwyHcPmT7W\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new2\",\"new1\"],\"blocks\":{\"new2\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"We all know how much easier it is to see the path if someone else has cleared it for us first. Your clients and potential clients are no different. Comparing can help them comprehend the value to their own business.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new1\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"That’s the value of a case study.\\n\\nThe trick is producing an interesting, well-written, balanced story that makes audiences believe and want to read it.\\n\\nSo how do you put together a great case study?\\n\\nFirst, you need a happy (and preferably interesting) client who agrees to let you tell their story.\\n\\nNext you need to listen to their story. It’s not good enough that you know where your product and services sit in their business. That’s not the story, that’s your marketing copy.\\n\\nStep away from your own business perspective for a moment and think about your clients’.\\n\\n- What are they trying to achieve as a business?\\n- What specifically were they trying to achieve when they implemented your product or service?\\n- What was the situation or status quo prior to implementing your product or service?\\n- How did (or do) they find the process?\\n- Did your service meet or exceed their expectations?\\n- Were there any hiccups or learning experiences that can be included? (We figure if you’ve chosen this story it’s a pretty happy one. But there’s nothing wrong with including an honest teething problem, especially one that has a happy ending. If you addressed and resolved the issue quickly, then it’s a positive reflection on your business).\\n- What was the final outcome?\\n- Can you put a dollar or other specific value figure on the outcome?\\n\\nYou need detail to paint a picture, but don’t get bogged down by it. Keep it sharp, informative and interesting to the audience, and make sure your tone suits them too. Include constant subtle reminders of your product or service\'s involvement in the success, but avoid making it sound like advertorial.\\n\\nGetting it right is worth the effort. At New Word Order, we’ve been producing case studies for client web sites, brochures, presentations, publications and other collateral for over 9 years. We get the brief right, we know what questions to ask and we know how to conduct a phone interview. Because we do them every day.\\n\\nIf your product or service adds value, a great client case study is going to be the most effective sales tools you ever invested in.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24842,28045,1,'Common sense isn’t common','2021-07-23 06:19:14','2021-07-23 06:19:14','330e35ce-3994-419a-83d8-adf4759cdc25',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-pEGVOX2A5Z\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new2\",\"new1\"],\"blocks\":{\"new2\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"A great deal of being successful in business is being practical, prepared and dedicated. Seems like common sense.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new1\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"You could almost say ‘never put off till tomorrow what you can do today’.\\n\\n##### **But things aren’t ever that simple.**\\n\\nWhile old sayings knock around forever, quite often all they do is put a situation into a little box so it stops nagging on our limited attention. In business, however, those nags – technically known as ‘thought-terminating clichés’ – often desperately need to be heeded.\\n\\nIn my work this week, I’ve seen what happens when an otherwise impressive company becomes blinded by its own clichés. In this case, it’s made senior management myopic, staff stifled, and the owners so consumed by their own narrative they’re unwilling to take responsibility for their failures. It’s not pretty, and the effects are wide-ranging.\\n\\nSo, how can you tell if you’re thinking clearly or caught up in your own clichés? For one, consider the terrifying thing about common clichés: pretty much all of them have an equally popular contradictory saying. Chances are the ones you favour in your business do, too.\\n\\n##### **Look before you leap … He who hesitates is lost.**\\n\\nIf at first you don\'t succeed, try, try again … Don\'t beat your head against a brick wall.\\n\\nAbsence makes the heart grow fonder … Out of sight, out of mind.\\n\\n##### **Haste makes waste … Time waits for no man.**\\n\\nYou\'re never too old to learn … You can\'t teach an old dog new tricks.\\n\\n##### **Do unto others as you would have others do unto you**\\n\\n… Nice guys finish last.\\n\\nReal common sense comes from combining logic, understanding and intuition. Most importantly, in a business sense, it comes from owners and managers operating with honesty, integrity and a good dose of self-awareness.\\n\\nSo while the problem you’re tackling in your business might well be better solved by putting your brain in gear, nose to the grindstone, shoulder to the wheel and keeping your eyes peeled – chances are that what you really need is the guts to be brutally honest with yourself.\\n\\nIt begs the question: What are the ways you use common language to brush over problems in your business? Are there common catchphrases or clichés buffering you from a dose of reality?\\n\\nHere are some examples:\\n\\n- That’s not the way we do things.\\n- It’s not my fault.\\n- That customer’s an idiot.\\n- It’s my way or the highway.\\n- The buck stops with me.\\n\\nIf you stopped to consider the situation and the automatic response within your business, I wonder if there’d be a nugget of genuine insight there that’s being hidden by a cliché? An opportunity to improve, rather than deny?\\n\\nIt’s worth considering. After all, it’s better to be safe than sorry.\\n\\nThis article first appeared in CCIQ’s Inform. We create, research and write this monthly e-zine, which goes out to businesses across Queensland.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24843,28046,1,'How to read the media','2021-07-23 06:19:15','2021-07-23 06:19:15','95fdd16b-d67e-412a-84b9-af3064760fa2',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-ZQ8GkHzE9z\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new2\",\"new1\"],\"blocks\":{\"new2\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"With so much sensationalist news out there competing with valid journalism for your attention – and often winning – being able to tell the exploitative from the illuminative is a valuable skill.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new1\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"At the moment, the ideal of an informed public is suffering in something of a perfect news storm.\\n\\nThe interdependent weather fronts colliding are the 24-hour news cycle, Google’s diversity of sources, a global panic culture and political coverage that paints one side as uniformly outrageous and the other as cringingly ineffective: Abbott vs. Gillard, Newman vs. Palaszczuk, Romney vs. Obama.\\n\\nNews companies have found their new news audiences are always switched on, always hungry and, through Google, able to choose facts to suit their preceding opinions.\\n\\nSo used to being shocked, so prepared for it, the audience is anxiously tensed to leap on the tawdry or gory or disastrous.\\n\\nHeadlines such as “Australia actually unpopular destination for refugees” don’t sell.*\\n\\nPeople crave certainty in uncertain times. And there’s profit in that. At its worst, that led to the goings-on at News in the UK, but in its garden-variety form it has led news devolving from knowledge, analysis and consideration to information, opinion and soundbites.\\n\\nOr, more often in the case of financial and business news, an addiction to data (which sits one rung of below information, and two below knowledge) and whichever statistic is most alarming at that hour.\\n\\nBut now, a caveat before we unload on journalism: largely speaking, journalists do their best and care passionately about doing what they do and about doing it well and accurately. But, as every business knows, where there is passion there is overwork. And news is business.\\n\\nThus, these days reading news is, more than ever, about reading between the lines.\\n\\n##### **Here’s how:**\\n\\n###### **Experts and gurus**\\n\\nIn general there are three ways journalists establish the veracity of their stories they appeal to your mind, your heart or your respect for someone’s reputation.\\n\\nIt’s roughly the same idea as academic referencing in research, but it is perverted by placing the angle before the evidence. A quick way to clock a true expert is to research their credentials.\\n\\nLook for markers of success and that they practice what they preach. Would you go to a financial planner who was broke? If a story really gets you thinking, it worth doing some digging into who is quoted.\\n\\n###### **Bleeds it leads**\\n\\nOne of the oldest sayings in journalism is ‘if it bleeds it leads’: essentially, bad news sells. These days news services are struggling to find a business model that works when so much content is free online.\\n\\nMany simply try to drive maximum traffic through their sites. Shock tactics and so-called beat-ups are one way of grabbing attention.\\n\\nMost of the time, bad news is not nearly so bad. For example, remember the hullabaloo that preceded the activation of the Large Hadron Collider?\\n\\n###### **Chinese whispers**\\n\\nDo you hear what was said or what you want to hear? There is no way to avoid it, communication misfires almost constantly.\\n\\nA speaker can think one thing but accidentally say another, the listener can misunderstand what they say, the note taker can make a mistake, the tape recorder can pick up the sound of papers rustling at a crucial time. And that’s just communication across one link of the chain from brain-to-mouth, mouth-to-ear, ear-to-brain, brain-to-hand, pen-to-paper. Multiply these each time the information passes to the next actor in the sequence – including journalist, editor, proof reader, sub-editor and printer – and it is a wonder anything is even largely accurate.\\n\\n###### **Damn statistics**\\n\\n‘Lies, damn lies and statistics’ is true!\\n\\nStats are compressions of mathematical data into pieces of information. Compression always loses something. And there are big loopholes through which data can be pushed to get the result you like.\\n\\nFor example, if a study on income has a sample of 1000 people of whom 999 earn $1 a year and one Clive Rinehart who earns $1 billion a year, then the average wage – mathematically speaking – is just over $1 million. Prosperity for all!\\n\\nStats, facts and figures have their place. Generally, that place is not the centre.\\n\\n###### **Agenda and bias**\\n\\nBack in the Obama-McCain race there was 25 seconds that beautifully demonstrated media bias. You can watch it here.\\n\\nIf you don’t want to watch, this is what happens: the reporter asks a group of diners if they are going to vote for McCain – no one puts their hand up (one couple fights about it); then he asks who is going to vote for Obama – everyone puts their hand up. Then he turns to the camera and says, “See, it’s split.”\\n\\nAustralian mainstream media doesn’t seem embrace such gasp-inducing chutzpah, but there are definite leans to many of our outlets. Keep an eye out for them.\\n\\n###### **Simple and simplistic**\\n\\nEdward De Bono – regardless of what you think of him – wrote something useful about the difference between simple and simplistic.\\n\\n“If you do not seek to understand a situation or process, your efforts will be ‘simplistic’ rather than simple. Simplicity before understanding is worthless.”\\n\\nTime poor generalist journalists often never get a true and deep understanding what they are writing about. (Dedicated subject-matter journos, such as Laurie Oakes, absolutely understand what they are talking about). The average newshound just has to get the story down on paper, compressed by time, and move to the next thing.\\n\\nThey simply lack the time – and very often the inclination – to pore over details. Confronted with 4000 words of research for a 500-word space they prune things off. Often that simplification ends up simplistic and vital, subtle accuracies are accidentally lost.\\n\\n###### **Questioning headlines?**\\n\\nMy last point is taken verbatim from journalist Andrew Marr and his book My Trade because it can’t really be said any better.\\n\\n“If the headline asks a question, try answering ‘no’. “Is This the True Face of Britain’s Young?” (Sensible reader: No.) “Have We Found the Cure for AIDS?” (No; or you wouldn\'t have put the question mark in.) “Does This Map Provide the Key for Peace?” (Probably not.) A headline with a question mark at the end means, in the vast majority of cases, that the story is tendentious or over-sold.\\n\\n“It is often a scare story, or an attempt to elevate some run-of-the-mill piece of reporting into a national controversy and, preferably, a national panic.”\\n\\n##### **What it all means**\\n\\nJournalism is a tricky trade. The tricks cut both ways: you can foist them upon the audience or you can be caught out by them.\\n\\nAs long as attention spans continue to shorten – or as long as pandering to short attention spans makes more money – news is only going to get ‘trickier’ – in both senses of the word.\\n\\n*According to 2011 research form the UN, Australia ranks as the 46th most popular destination for asylum seekers.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24844,28047,1,'Corporatese to English','2021-07-23 06:19:15','2021-07-23 06:19:15','e8b82460-7074-4458-b41f-3f8964251ef0',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-HTh3V8VYub\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new2\",\"new1\"],\"blocks\":{\"new2\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"Our business, a prominent leading boutique South East Queensland digital, media, full service and mixed creative agency whose track record puts forth successes and achievement, is New Word Order.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new1\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"We have built our business on a sensed customer need to elucidate and provide services and solutions from depth-wise passions toward maximizing, engaging and touching base with expert decision-makers and leading experts across our metropolitan networks and even internationally.\\n\\nThese helping, leading and connective skills are what we’d offer to any of our thousands of potentials – inclusive of and with regard to prospectives across the Brisbane and Queensland and Australasian business regionality. Therefore, does contacting New Word Order makes a case for your foremost responsibility toward your strategy regarding your business media?\\n\\nTaking this as a call to revolutionising content, we’d arrange to respond to results-based briefing documentation in solutionised offerings right through to customisable tailored service solutions, meaning the customers is always directly involved within the provision of every consultative gathering of resources, attaining full and effective impacts.\\n\\nSynergising professionally written, artfully designed and productionised media communiqués aligns with our lovely, ever-broadening, and exceptionally cultivated, understanding regarding to every comprehensive aspect within messaging strategies and best practice.\\n\\nAiding and multiplying the efficacy to give pursuit-led and driven engagement regarding consideration to you on our in-house specialities, strength and market-leading is an outstand.\\n\\nAttaining a results-based outcome hand-in-hand with dominant-paradigm appropriation and knowledge guarantees absolute marketing and communicated outcomes.\\n\\nOr, more simply:\\n\\nNeed help with business media? We’d love to give you a hand.\",\"textSize\":\"text-base\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24845,28048,1,'Management is more than measurement','2021-07-23 06:19:15','2021-07-23 06:19:15','766d7730-e749-43cd-8559-029f23d21d38',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-4GZRkIUT1L\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new2\",\"new1\"],\"blocks\":{\"new2\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"Businesses in the service sectors have taken many management practices straight out of the factories of the 20th Century. Often they don’t work.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new1\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"Let me use one of my staff’s previous performance reviews as a case study.\\n\\nHe worked for a large corporation and its performance review policy was worker and boss would sit down once a year for 20 minutes.\\n\\nThe boss had a set checklist for everyone – the same one.\\n\\nIt was a single A4 page covered with metrics along which each staff member would receive a score from ‘subpar’ through ‘needs improvement’ and ‘meets expectations’ to ‘exceeds expectations’.\\n\\nMy employee told me that his boss ticked ‘meets expectations’ for everything … regardless of who he was scoring.\\n\\nFor people who have worked in large corporations, nothing would be surprising so far. However, my employee and his boss had an unusually candid relationship.\\n\\nWhen my employee asked his old boss what he had to do to ‘exceed expectations’, the boss intimated that head office had decreed that no-one was allowed to ‘exceed expectations’.\\n\\nYou could surmise that this might have merely been an attempt to keep things simple. If everyone is average and everything works well enough, then no-one gets a raise, no-one needs leadership coaching, no budgets are stressed, and everyone remains motivated to ‘exceed expectations’.\\n\\nHowever, this case study skewers the saying you can’t manage what you can’t measure. This company’s performance reviews were not measuring, though they looked a lot like it. Their measurement tools and practices didn’t match the nature of their staff’s tasks in a services industry.\\n\\nSo this company was using an unreliable yardstick – a single A4 of tick-and-cross – and an unreliable measurer: the manager’s judgment in that one 20-minute block once a year.\\n\\nPlus they had kneecapped both with a rule that no-one can be better than just ‘good enough’.\\n\\nHere’s the rub. Most jobs these days aren’t on conveyor belts. Most create ‘value’ – the unmeasurable flipside of ROI – through services. Performance in these jobs can be accurately judged and appraised by involved and well-trained managers, but job performance in these sorts of roles cannot be accurately summed up with numbers.\\n\\nHere are the crucial toolkit words – and these words are a great hammer and anvil to crack so many things apart: qualitative and quantitative.\\n\\nManagement by measurement is quantitative. It is accountancy played with people. It fits neatly with the MBA approach to business.\\n\\nManagement by attention, involvement and open dialogue is qualitative. It understands and then secures consensus. It doesn’t fit anything neatly.\\n\\nWorking with people’s qualities isn’t neat, but it is where value comes from in the service sector.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24846,28049,1,'Talking to the kids: tips for marketing to Gen-Y','2021-07-23 06:19:15','2021-07-23 06:19:15','1757fb2b-d29a-4dea-b42a-e7b1ce2f4367',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-33RxHlAlsf\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new1\"],\"blocks\":{\"new1\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"Generation-Y is the first generation that grew up with the internet, and so marketing and speaking to those whippersnappers can be a challenge. We found when we worked on our My Smoking and Feeling Good campaigns with Queensland Health that Gen-Y doesn’t like being preached at – they prefer being spoken to, sharing stories, and honest marketing experiences.\\n\\nKeeping in mind that half of the NWO team fits into that pesky generation, we’ve taken a good look at global researcher Joeri Van den Bergh interviews with 21 global marketing executives from big brands, like Converse, Heineken and BBC about improving their marketing to Gen-Y customers. Here’s what he - and we - learned.\\n\\n##### **1. Make it relevant**\\n\\nFor Gen-Y, it’s all about price/quality: Are you offering something valuable? Are you only selling product, or facilitating and endorsing their life? Being true to who you are is also key. Van den Bergh found storytelling, authenticity, and uniqueness add more than you would expect: They reflect Gen-Y\'s core values and sustain your corporate identity.\\n\\nHe also says that creating an actual experience around your product, online and offline, elevates your brand experience. To stay relevant for Millennials, Van den Bergh says marketers should endorse inclusive brands with exclusive experiences.\\n\\n##### **2. Be where they are**\\n\\nVan den Bergh says that above-the-line campaigns still create awareness, but integration with social media and interaction is vital to connect with Gen-Y.\\n\\nHe recommends that websites be used to engage with Gen-Y customers on a deeper level, with contests, games, or ads. Van den Bergh says your website should be a portal where everything your consumer needs to know is presented in an intuitive and engaging way.\\n\\nOf course, he considers social media a must. Facebook, for example, enables interaction and inspiration and is a great platform for trying new things. Van den Bergh recommends going mobile to connect with your consumers, and to connect them with each other.\\n\\nHe also says events are the way to go when you want to create an ultimate customer experience. The result is word-of-mouth—sharing stories online and long-lasting memories.\\n\\n##### **3. Activate conversations**\\n\\nSurprising your consumers is the best way to shake them awake and make sure they stay focused. Van den Bergh says a surprise can be anything and as long it’s relevant and you don\'t stalk them, Gen-Y will love it.\\n\\nHe also says not to underestimate the power of stories. Tell a story about yourself, let your consumers share stories about their personal life, or combine both.\\n\\n##### **4. Enhance loyalty, be FAIR**\\n\\nYou have to keep your Gen-Y consumers involved. Van den Bergh says to follow the FAIR model: FAst, Innovative, and Rewarding.\\n\\nThe faster you react to your consumers, the more likely you are to have a bond with them. By innovating, you are showing interest, creativity, and initiative. Showing Gen-Y consumers your appreciation for having chosen you is key.\\n\\n##### **5. Have guts**\\n\\nGo out there and create a daring but relevant appeal.\\n\\nHow have you marketed to Gen-Y? What’s worked, and what hasn’t? We’d love to hear from you! Let us know and join the conversation in the comments below.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24847,28050,1,'Righting writing','2021-07-23 06:19:15','2021-07-23 06:19:15','fcd6dd8a-33be-4ec5-8ddc-0f21b1f94196',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-WiIX62eIQK\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new2\",\"new1\"],\"blocks\":{\"new2\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"Uni was when I found my purpose in life. A passionate lecture on the very first day was my ‘eureka!’ moment that then propelled me through a double major in communications, 10 years in a newsroom and countless more in corporate writing.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new1\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"But it all could have come tumbling down in the stern and unyielding face of just one lecturer: Ros Petelin.\\n\\nLike most kids who gravitated toward the arts in school, I’d been feted as a bit of a writer. I wrote installments of unreasonably sappy romance novels late at night and distributed copies to peers on the train the next morning. I won an academic scholarship for my writing (although nearly lost it many times for my maths).\\n\\nIt was left to Ros – now an associate professor in the School of English, Media Studies and Art History at UQ, and a well-respected writer in business communication – to tear my self-made kingdom down, word by word, until I could rebuild it on more solid foundations.\\n\\nHere’s what I now know to be true about writing effective business words.\\n\\nThanks, Ros. I hope you’re grading more kindly these days.\\n\\n##### **Trick #1: Talk like your audience**\\n\\nIf you’re writing for your business, forget formal words and don’t allow fear of failure – or grammar – to stop you writing. Instead, a trick I’ve long used in business writing is to hear a typical customer’s voice in my head, and then to write like they talk.\\n\\nLike acting, the craft of writing involves immersing yourself in the character. In this case, the character is your customer – and by sounding like them, you’re more likely to draw them in.\\n\\n##### **Trick #2: WIRMI**\\n\\nI have Ros and her fondness for US author Linda Flowers to thank for WIRMI. The acronym ‘What I Really Mean Is’ is extraordinarily helpful in bringing clarity to business writing, and it’s a tool I still use daily.\\n\\nYou can use WIRMI as a catchphrase at any point of your writing – when you’re trying to work out exactly what you want to say, and when you’ve written something and you need to ensure it says what you want, clearly and well.\\n\\nIf you’re not comfortable with writing – and plenty of people would rather line up for a root canal than write an essay – this is a great way to check you’re on track.\\n\\n##### **Trick #3: So nice you read it thrice**\\n\\nFinally, if you’re satisfied that what you’ve written is the best you can do, read it through once more – and then put it down.\\n\\nAfter a few hours – or a few days, if you have the time – pick it up and critically read it again. Make a few adjustments. Delete a few words. Then hide it again.\\n\\nOn the third go, after another break, pretend you’re the customer and read it aloud to yourself as though you’re seeing it for the first time. If you have no more changes to make to it, it’s good to go. But chances are, you’ll think of a few.\\n\\nWhy at least three reads? Professional writers and editors know better than anyone that great writing comes from multiple drafts, not a single session of inspiration. Taking a break in between drafts – although hard to do in a busy work day – can be the key to achieving great results.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24848,28051,1,'The year of content marketing','2021-07-23 06:19:15','2021-07-23 06:19:15','91d5b204-c9cd-48fe-bd08-ee9d8f2a2c63',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-5uJhJG0gB5\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new2\",\"new1\"],\"blocks\":{\"new2\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"We’re halfway through the year already. When did that happen? For marketers, this was going to be the ‘year of content marketing’. Has it been for you?\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new1\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"Many brands have had a great time putting together content marketing campaigns – Marketing Mag cites Red Bull and Mitre 10’s efforts on The Block. But there’s always an extra worry that overloading customers with content can do more harm than good.\\n\\nThink of how you engage online and use social media yourself. We all have those friends who overpost and overshare, and you end up either ignoring or blocking them. Don’t run the risk of bombarding your customers with inconsistent or non-engaging content just to keep up a social media presence. It’s a guaranteed way put them off completely.\\n\\nWith LinkedIn and Facebook used to distribute the most marketing content, it’s not just the frequency of posts that can let your company down. It’s about what you’re saying, too. And the balance between pushing your message and producing good content is tough, as is maintaining consistency. It’s a balance, really, and the key is creating informative, engaging and sharable content.\\n\\nSo, what’s the trick? Well… there is none. Sorry. It’s old-school. Understand your market’s likes and expectations, and especially understand how much they want to hear from you. A common sense approach. How are you surviving in the year of content marketing?\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24849,28052,1,'Learning to lead','2021-07-23 06:19:16','2021-07-23 06:19:16','7ea494bc-b951-4669-87ef-6c0c0b45a7bc',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-uWsaVfK1Sl\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new1\"],\"blocks\":{\"new1\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"Most of us have leadership potential, but not all of us are true leaders. Have you ever thought about what true leadership is? Let\'s take a look at how to inspire and motivate yourself and a team to follow your vision.\\n\\n##### **A vision**\\n\\nLeadership starts with vision. A survey by Harvard Business Review found that being forward-thinking is the attribute that most distinguishes leaders from non-leaders. The consensus is that envisioning exciting possibilities and sharing them with others is the most inspiring way to lead a team.\\n\\nGreat leaders, John Ryan wrote in Forbes, give real thought to the values, ideas and activities they’re most passionate about. These should be challenging to put in action, and success should only be reached by setting realistic, demanding goals and going after them relentlessly.\\n\\nWith the help of other engaged and talented men and women, a leader is born.\\n\\n##### **Balance vision and action**\\n\\nWhile your vision is the destination, action is how you get there. Creating a balance only happens when the directions or instructions to reach that vision are clear.\\n\\nA leader needs to understand their team and what motivates them. David Lavinsky wrote in Forbes that true leaders recognise talent and work with those with skills to complement their own, celebrating small victories with the team while staying focused on the big goal.\\n\\n##### **A personal statement**\\n\\nA useful personal leadership vision, focused on action and direction, is a compelling image of an achievable future. Stew Friedman suggested in the Harvard Business Review that to grow as a leader, you should compose your own personal leadership vision, drafted and practised until it’s true and inspiring.\\n\\nFriedman also recommended asking staff to do the same, building on the trust that comes from being aware of what really drives one another.\\n\\n“You’ll be better equipped to capitalise on a critical, often overlooked, aspect of diversity – the remarkable variety that exists in the aspirations of the people around you,” Friedman said.\\n\\n##### **Communicating your vision**\\n\\nKnowing what you want to accomplish may seem clear to you, but as Tanya Price wrote in Forbes, explaining and motivating others is a different story. Clearly and succinctly describing what you want done is important. If you can’t relate your vision to your team, you won’t all be working toward the same goal.\\n\\nCreating a productive work environment depends on clear communication. Your team will learn to trust and depend on you, and will be less hesitant to work harder.\\n\\n##### **Values and delegation**\\n\\nYour team is a reflection of yourself, and if you make honest and ethical behavior a key value, they\'ll follow suit.\\n\\nDelegating tasks is one of the most important skills you can develop for leadership. And the key to delegation is identifying the strengths of your team, and capitalising on them.\\n\\n##### **Confident and committed**\\n\\nPart of your job as a leader is to keep up your confidence and focus on the larger goal.\\n\\n“Remember, your team will take cues from you, so if you exude a level of calm damage control, your team will pick up on that feeling,” said Price.\\n\\nOf course, if you expect your team to work hard and produce quality results, you must lead by example. There’s no greater motivation than seeing hard work done at every level.\\n\\n##### **Leadership, not management**\\n\\nManagement is a set of processes, like planning, budgeting, staffing and problem-solving. That’s different to leadership, which is about taking a team or organisation into the future, finding opportunity, and producing useful change.\\n\\nWhile management is about attributes, leadership is about behaviour. Are you behaving like a leader?\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24850,28053,1,'The problem of creativity','2021-07-23 06:19:16','2021-07-23 06:19:16','c677b1d8-225a-4e23-b9cc-735f32604e53',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-TgHcrFPn5p\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new2\",\"new1\"],\"blocks\":{\"new2\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"Explaining what it is we do at New Word Order, working in a creative agency, can be a little tough.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new1\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"We’ve come to realise it’s the word ‘creative’ that probably throws people.\\n\\nCreative means something different to everyone. It even means something different to each of us here at NWO. Our project managers, marketers, designers and writers each work in different disciplines and are inspired by different things. And each of our clients and their projects are, too.\\n\\nSo we took some time to ask around the office and try to define what creative means to us. What we found was interesting – some fascinating definitions and insights, inspired by work and from outside of it. It seems that working in a building with ‘creative’ written on the side does encourage us to be so. And what was amusing was the insight into our staff their responses elicited.\\n\\nFor our designer Rebekah, creativity means letting go of what you think you know. Isn’t that kind of perfect? At the same time, our resident wordsmith Suzanne finds creativity in beautifully crafted words. Suzanne says she can be star-struck by beautiful phrases the same way someone else can be affected by visual art or fashion.\\n\\nTo feel creative, our strategic marketer Nikala says she likes to consider the problem at hand and then take time out to think – go for a walk, have a drink with friends, relax. Scott, our Creative Director, says he also likes a change of pace and headspace to ignite creativity – he even finds airports and planes inspiring because they’re so different to his normal place. Scott feels most creative, though, when a worthy challenge or brief comes our way. Rebekah also feels most creative when inspired by a great brief.\\n\\nAnd what of true creativity? According to Suzanne, at its heart creativity is about seeing the world differently and pursuing the new. She says that writing with great creativity is the hardest work she does, and she finds creative copywriting demands the most energy but also gives her the greatest satisfaction.\\n\\nScott says creativity is the generation of something new that contributes to the shared human experience. It\'s sometimes original that spans every aspect of what a human mind is capable of – science, art, you name it.\\n\\nNikala agrees that creativity isn’t necessarily about art. Paving the way for our clients and their projects, she points out that creativity can be seen anywhere and is probably best defined by someone thinking differently about a problem and coming up with a solution that is not only new, but also works.\\n\\nAnd so, in a building labelled ‘a creative agency’, there are as many different ideas as people when it comes to defining what characterises our work. Last words to Scott:\\n\\nTrue creativity is unique, incredibly clever, transforming to humanity, and startling in its (metaphorical) beauty. I\'m hooked on the link between creativity and beauty in all its possible meanings.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24851,28054,1,'Mums mean business','2021-07-23 06:19:16','2021-07-23 06:19:16','c8da5532-dd44-4566-b028-4ba151dc4ab6',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-jTl3w1cGNC\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new1\"],\"blocks\":{\"new1\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"Twelve years ago, I turned my back on a promising career at News Limited and became part of what is now a significant movement in small business: the mumpreneurs.\\n\\nFaced with inflexible working conditions, shift work and only average pay as a subeditor, the option to build a business through freelancing was alluring. My husband and I had also walked a long, hard road to have our kids; turning around and putting them in full-time childcare felt like a betrayal of the journey.\\n\\nWorking from home with a young child, of course, had drawbacks. I remember clearly the day my monitor went dead during a pressing deadline… because my baby had crawled underneath the desk and chewed through the connection cord. The horror that she could have just easily chomped on the power cord sent me out to buy a playpen.\\n\\nSocial isolation was also a significant issue. I didn’t join mother’s groups or lunch with the ladies while any of my three children were at home because every sleeping moment for a child was a working opportunity for me. No other woman in my wide circle of acquaintances worked for themselves or, if they did, it looked nothing like my level of enterprise. I became – and remain – the queen of speed because there was simply no time to waste.\\n\\nSince expanding the business and no longer working from home, I look back on those years with a mixture of amusement and dread. It tickles me that so few clients knew I worked from home, and that my business grew just as fast as my children did. Sometimes faster. I also remember, very clearly, the deadlines worked all night and the stress of needing far more hours than I had capacity. Quite literally, I pressed ‘send’ on work to clients on my way to hospital to deliver a baby. Twice. By the time my third child arrived, thankfully, I’d hired another writer.\\n\\nLast week, memories of my early years in small business came flooding back with a Sydney Morning Herald article on mumpreneurs. The women interviewed were driven to begin home businesses by similar factors: childcare costs and a desire for flexible parenting while generating an income.\\n\\nBut that’s where the similarities end. Today’s mumpreneur is part of a growing army. A BankWest study in 2011 found women are starting businesses at twice the rate of men, thanks to the benefits of better technology. Mumpreneurs Online surveyed UK women last year to find that 73 per cent had started their own business – and they knew another woman who was doing the same. AusMumpreneur claims 16,000 members nationwide. And in October, a two-day conference called Mumpreneurs on Fire is drawing hundreds of women to Melbourne. One of the plenary sessions is on how to build a multi-million dollar business. These mums mean business.\\n\\nIt’s about time. With Baby Boomers fast exiting the small business – half of all businesses are owned by people over 45 – there will be a glaring gap in our economy unless Generation Y, mums included, steps up to the plate.\\n\\nLong live the entrepreneurial spirit enshrined in small business, and best of luck to this rising mummy army. I just hope they get more sleep than I did.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24852,28055,1,'The tender pitch','2021-07-23 06:19:16','2021-07-23 06:19:16','e0cdfaaf-41d2-476b-8eee-a41992daf2d8',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-1LjriJPkD9\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new2\",\"new1\"],\"blocks\":{\"new2\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"If networking nights are like professional speed dates, then tenders and pitches are like fast and furious flings that shotgun quickly to marriage or – mostly – burn out with little said between the two parties.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new1\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"And in pitch season, that unofficial period of the year where you seem to do little paid work and an awful lot of these tenders and pitches, one can get a little down at the sheer amount of time and expense expended, not to mention the quick but brilliant creative that won’t see the light of day.\\n\\n##### **‘I’ve met someone else’**\\n\\nSo, with pitches in full swing, I thought I’d continue the metaphor and shed some light on what it feels like to be the eager party still sparkly with romance and ready to commit to a long-term relationship, only to be told it’s over before it even began. It’s not much fun to be cast as the best friend and not the star.\\n\\nEarlier in my career, I was a member of the Australian Graphic Design Association (AGDA). AGDA had an unambiguous policy against free pitching, equating it to professional prostitution (though, oddly enough, prostitutes get paid for what they do). Their policy was built on the idea that our ideas are everything, and that giving them away was the worst thing we could do.\\n\\nIt’s a good, strong ethic that I still wholeheartedly espouse – but I compete in an industry where free pitching, often on top of an extensive and expensive tender process, is the norm. If only my industry had the same rule about free pitching, then we might all get hired for our potential and value without the massive time and IP giveaway.\\n\\n##### **‘It’s over’**\\n\\nThe biggest challenge, though, about free pitching is not the cost or the time. It’s the requirement to develop creative without the ability to properly research, develop the brief or fully explore the clients’ needs.\\n\\nWhile all pitchers (except incumbents) are under the same restrictions, nobody can really develop a campaign under a free pitch that will work as well as one developed with the serious time and effort it takes to truly know a brief and provide a solution.\\n\\nSubstance should matter more than flash. Didn’t our mothers always warn us about girls like that? But sadly, another agency’s flash can mean a budding relationship is over before it even had a chance to begin.\\n\\n##### **‘There are plenty more fish in the sea’**\\n\\nSo the answer is, of course, to not try and meet new professional flames this way. Nobody is forcing us to participate and there are plenty of potential lovers who will choose you based on referral and credentials. But the sad fact is that whole sectors don’t procure that way and if you want to work with them – and we do – you need to be ready to date their way.\\n\\n##### **Creative house seeks new relationship**\\n\\nI admit it: we’ve been playing the field. And yes, from time to time, the dating game has meant we’ve been a bit burned, but never bitter.\\n\\nIn our adventures, though, we’ve found love – and if past experience can teach us anything, it’s that we’re built for a love that lasts. We want the kind of client relationship that grows and builds over time, bringing with it joy, rewards, results... and a bit of fidelity.\\n\\nCare for a date?\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24853,28056,1,'Photography and your brand','2021-07-23 06:19:16','2021-07-23 06:19:16','4a75b21e-4210-4d8a-941f-2045c6d71bd3',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-Y0QyW1M0Xw\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new1\"],\"blocks\":{\"new1\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"Using visuals and imagery are essential parts of any campaign. When you take a look at our lives and consider our love of infographics, Pinterest and Instagram, as well as our preference for fast, digestible information, using pictures well in your marketing mix makes good sense.\\n\\nMost marketers turn to stock photography when they want to illustrate their idea or campaign. That’s because it can be cost-effective and fast. But there are risks with stock photos, and smart marketers should know them.\\n\\nThe reason we use stock photos most often here at New Word Order is to create mock-ups and ideas for our clients, giving them a better representation of our idea and what we have in mind. Stock photography can also be faster and cheaper than a photo shoot, and it’s instantly available. So, for brochures and smaller pieces, stock photography can be the way to go.\\n\\nBut there are also many, many reasons why investing in a proper photo shoot is better for your business and brand. For starters, stock photography is pretty generic, impersonal and unrealistic. Probably not the look you were after for your new campaign or your brand.\\n\\nStock photos are never taken with a specific idea in mind, and that means they can be bought by anyone and have no particular alignment with any brand. If you use stock photos, you risk looking like any other business – unoriginal, and quite possibly uninspired. If you want to look unique, only images unique to you can achieve this… not the clichés and overused images of your competitors, nor the unrelated stock images you might try to shoehorn into your idea.\\n\\nAt NWO, we love a photo shoot. It’s not just that we’re all about an original idea, either. We believe that when you work with a photographer, you get far more than an image file. You get the benefit of experience, creativity, knowledge and insight.\\n\\nYou also get to say something unique, present something instantly recognisable to the market, and really stand out. You get a professional who listens to and understands your brief, knows what you’re trying to say and what you want to achieve. If you want to make changes on the day, you can, and the final decision on the final image is also in your hands. Complete control.\\n\\nSo while stock photos may be cheap and fast, they can also make your brand look unfocused and unoriginal. A photo shoot is the only solution for a company that wants to visually stand apart from the competition.\\n\\nWith the help of our trusted photography partners, we’ve directed photos shoots for many of our clients – some of them on tight budgets – from Mosaic Chartered Accountants through to Embertec’s very own Power Saviour. For every client, it’s been well worth the investment to truly stand out.\\n\\n[Talk to us today](/contact) about how you can use photography to bring life to your next campaign.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24854,28057,1,'Writing for (readable) web','2021-07-23 06:19:16','2021-07-23 06:19:16','140db3cb-6ac3-4af8-abe2-7710e7bbda29',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-AWtBdVK79w\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new2\",\"new1\"],\"blocks\":{\"new2\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"Just as website navigation is a unique narrative structure, writing web content follows unique writing conventions.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new1\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"Why? Because that’s the way we work as readers.\\n\\nWhen we pick up our tablet or our website, we rarely read word for word. Research has shown the average reading time is 25 per cent slower on a screen, so we skim, searching for keywords.\\n\\nAnd, because we don’t want to scroll, we won’t.\\n\\nThe result? Your web copy had better be short, concise and very easy to navigate. Otherwise, you’ll lose your readers in less time than it takes them to click their mouse.\\n\\nThe way your readers read demands your web and other digital content should be written to suit.\\n\\nTo take a practical example: The length of copy and type of language used in a corporate letter or marketing communications are too long and formal for a digital environment. Aim instead for half the words you’d use in a paper document. And then cut in half again.\\n\\nAnd to take another example: Think of a news story. It has the main info up the top, short and snappy sentences, and clear headings. Web and digital writing follows the same convention.\\n\\nAt New Word Order, we have established eight hallmarks for effective web writing, and we use these to assess our clients’ site and the work we provide them:\\n\\n- Short, effective sentences (say the same information with less)\\n- Sub-headings and headings containing keywords\\n- Everyday words the average reader can easily understand (plain English)\\n- Informal voice\\n- Common language conventions\\n- Direct language\\n- Active tense\\n- Consistent, logical structuring of information.\\n\\n##### **1. Write in short sentences and paragraphs**\\n\\nAim for short sentences, each with one or two clauses.\\n\\nEach paragraph should contain no more than 2–3 sentences, and altogether a page of content should fit comfortably within the web page without requiring the reader to scroll. The optimum line length is 8–12 words.\\n\\nIncluding useful and interesting facts keeps readers’ attention longer than ‘motherhood’ or general statements. They’re more believable, too.\\n\\n##### **2. Use headlines and sub-headings**\\n\\nHeadlines and sub-headings are an effective way to guide a reader through their skimming of a web page. Since research tells us readers rarely read every word on a website, it makes sense to prioritise what they see – and headlines and sub-headings do this well.\\n\\nMake headlines and sub-headings factual, not fanciful. This enables readers to rapidly scan useful keywords.\\n\\n##### **3. Write in plain English**\\n\\nWhile plain English should be the aim of all of your publications, it’s especially important in a digital environment.\\n\\nPlain English means using words the average Australian reader can easily understand.\\n\\nThat means you should:\\n\\n- include useful headings\\n- use the simplest form of a word possible e.g. said (not announced or discussed); try (not endeavour)\\n- define tricky terms\\n- delete unnecessary verbiage\\n- use familiar, easily understood words\\n- include lists and tables to simplify content and reduce word count.\\n\\n##### **4. Use informal voice**\\n\\nUnlike general corporate writing, digital environments demand a more informal voice.\\n\\nThis means using ‘you’, ‘we’ and other pronouns to speak directly to the reader within the text. Formal language is out.\\n\\n##### **5. Use common language conventions**\\n\\nEffective web writing uses language conventions found more commonly in conversation.\\n\\nThis means using:\\n\\n- contractions (isn’t, that’s)\\n- common bridging words to begin sentences (and, but, because)\\n- short statements of fact\\n- links to longer explanations (e.g. PDFs, minutes, fact sheets).\\n\\n##### **6. Get to the point**\\n\\nWriting for digital environments takes discipline, because readers have little tolerance for fluffy language, repetition, ‘happy talk’ or unnecessary explanations of what’s already evident on the page.\\n\\nTo write direct, straight-to-the-point copy:\\n\\n- stick to the topic\\n- cut unnecessary adverbs (e.g. completely finish, tentatively plan)\\n- delete tautologies (e.g. whole of the country; for a period of six months)\\n- use simple present tense when possible (e.g. uses instead of ‘is utilised by’, conducts instead of ‘is conducted by’)\\n- avoid clichés.\\n\\n##### **7. Use active voice**\\n\\nActive voice is a way of structuring information that allows you to focus on the subject and cut excess words. Following this method enables quick readability.\\n\\nActive voice places the subject first in a sentence, followed by the action.\\n\\ne.g. Active voice: New Word Order opened in 1998.\\n\\nPassive voice: New Word Order was opened in 1998.\\n\\n##### **8. Structure content well**\\n\\nThe most important information should always be placed first on a web page, and the web layout and navigation should be consistent and logical to a reader.\\n\\nA good rule of thumb for navigation is organise the content to suit how the reader needs to discover it.\\n\\nWith only a few exceptions, your website should go no deeper than three levels of navigation. Too many websites go down rabbit warrens.\\n\\nTo structure new web content, follow this checklist:\\n\\n- Plan what you need to write, and stick to the topic.\\n- Lead with the most important information – this means placing these details first on a page.\\n- Keep each section simple and clear – don’t try to achieve too much in one place.\\n- Use meaningful links – rather than repeating information found elsewhere on the website, link to it.\\n- Put the most recent information at the top – for example, when you’re archiving minutes or reports.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24855,28058,1,'What the artist breaks','2021-07-23 06:19:17','2021-07-23 06:19:17','d1efc970-0b62-4310-8c1c-e3b8424e3088',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-QjbPRQcxAH\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new1\",\"new2\"],\"blocks\":{\"new1\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"It’s arguable that copywriting is at the heart of all advertising and marketing today. We remember taglines and recall jingles; and copy is the beginning of most brand stories. But, boy, is it fantastic to look back at a time when it really was all about the words.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new2\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"Bill Bernbach was the founding creative director of legendary Manhattan ad agency Doyle Dane Bernbach. He came out with quotes like:\\n\\n“Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art”, and\\n\\n“Word of mouth is the best medium of all”, and\\n\\n“Rules are what the artist breaks; the memorable never emerged from a formula.”\\n\\nThat’s really provocative stuff that makes you nod your head at the truth and simple power of his thinking – and imagine how inspiring but uncompromising a boss he would have been. What an exhilarating time to be writing.\\n\\nBernbach not only had a way with a turn of phrase, but he also really set up the structure of creative teams for marketing and advertising, and was, of course, part of the inspiration for Mad Men. But mostly, he was a writer. And what a writer he was. His firm revolutionised advertising copy and laid out the early foundations for brand storytelling through engaging narrative and brand persona development. We can, and have, all learned from these guys.\\n\\nIn the 1960s, DDB took on Volkswagen as a client and began creating a series of print ads that referred to the VW as a “lemon” and encouraged consumers to “think small”. The copy, by the incomparable Julian Koenig, starts out saying “This Volkswagen missed the boat. The chrome strip on the glove compartment is blemished, and must be replaced.” Not exactly sales speak.\\n\\n##### **It was funny. It was clever. And it was ground-breaking.**\\n\\nFor the rest of the decade, VW kept their unconventional campaign rolling. DDB’s strategy of turning seeming faults into benefits was a huge hit. One ad didn\'t even include a picture of the little lemon: “No point in showing you the 1962 Volkswagen. It still looks the same.”\\n\\nMuch has been written about the ads, and you can take a look at a bunch of them here if you like. It was ranked the best advertising campaign of the twentieth century by Ad Age, and it deserves the title. This sort of brand bravery is rare and may be a little of its time, too. The truth is that the power is all right there, in the copy, which exists to inspire us. Last words to Mr Bernbach himself:\\n\\nYou can say the right thing about a product and nobody will listen. You\'ve got to say it in such a way that people will feel it in their gut. Because if they don\'t feel it, nothing will happen.\\n\\nWhat is your brand really saying?\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24856,28059,1,'8 important marketing questions for every business','2021-07-23 06:19:17','2021-07-23 06:19:17','b4c9f78e-1aa8-417b-beb4-1e6d20ed85a3',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-VzKHBkk2Ca\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new1\"],\"blocks\":{\"new1\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"Marketing communications in business is all about attracting and retaining customers. We do it for dozens of Australian companies every day, and the bigger the company, the tighter the marketing strategy governing their communications – because they know customers are fickle, and competitors are waiting to pounce on any weakness.\\n\\nThe same philosophy of tight strategy and execution should drive your business. Effective marketing communications must be an essential part of your core business strategy to ensure you’re pushing the same, consistent message through every aspect of your organisation.\\n\\nBut it’s not always so easy to go it alone. If you’re in a small business and know you need to step up, here’s a handy checklist of the marketing questions you need to answer to keep your customers in tune with you – and your competitors at bay.\\n\\n##### **Who are my existing customers?**\\n\\nThe best way to sell to your customers is to first understand who they are, why they buy from you, and what value they expect from you. And the best way to learn this? Listen to them. Marketing communication begins with good customer relationships, which are almost like your own form of market research.\\n\\nWhen you talk to your customers, you’ll learn things like your customers’ age, income, education, how often they buy from you, what their buying triggers are, and how they’re influenced. This is a valuable step in honing your marketing message, so don’t be tempted to think you already know the information if you’ve been in business for a while. Every customer conversation will add another layer to your understanding.\\n\\n##### **Who are my potential customers?**\\n\\nIt’s just as critical to have a very clear understanding of your desired target market and new customers. Get as detailed as you possibly can. The more specific you are, the better you can develop messages for them.\\n\\n##### **Who are my competitors?**\\n\\nUnderstanding who competes for your customers – and what they’re offering – is vital. Get very familiar with every aspect of your competitors’ businesses – including their reputation, prices and marketing material. This knowledge will help you position your marketing communication relative to how your customers are already being targeted and differentiate yourself in the market.\\n\\n##### **What am I trying to achieve?**\\n\\nUnderstanding why you’re communicating with your customers is essential. Are you purely after quick wins? Or preparing the ground for a new product or stronger relationships? The rationale and potential value for any marketing effort should determine how much money you need to spend, and where it’s best spent.\\n\\n##### **What am I trying to say?**\\n\\nThis is where everything comes together. You must now develop clear, key messages that talk up your product or service, meet the expectations and needs of your new and existing customers, and differentiate yourself from your competition.\\n\\nMake sure you have no more than five key messages – in fact, the fewer the better – and make them specific and meaningful. That’s how you stand out in the crowded market. Ensure your customers are aware of your business and its products or services, and why they should care (e.g. What’s in it for them? And what are the true benefits?). These benefits should be factual and real. It’s important not to overload customers with information, but rather to be clear and articulate.\\n\\nAll of your marketing communications should include a strong call to action: What is it that you want customers to do once they’ve interacted with you? Leave them in no doubt and make it easy for them.\\n\\n##### **What’s the right channel?**\\n\\nThere’s no doubt that it’s a busy marketplace when it comes to finding the perfect place to share your marketing messages. The challenge here is in focusing and narrowing your communication – and finding the right time and place to connect with your customers.\\n\\nMany marketers are now jumping on social media networks, but that might not be where your customers can be found. It’s important that you understand how and when they want to hear from you, and use that information to foster a true customer relationship.\\n\\n##### **Is my strategy integrated?**\\n\\nCommunicating in an integrated way across all channels (such as website, emails and brochures) means your brand will become better known and understood. Integration means that every time your customers hear from you, they get the same feel for who you are. By creating consistent, strong marketing communications, your customers will identify and remember you into the future.\\n\\n##### **Finally: Am I communicating with genuine creativity?**\\n\\nCreativity isn’t about paying your local print shop to pull together a flyer with your logo on it, or using a WordPress template to build your long-overdue website. They might be tactics that you use, but they’re not what creativity is really about.\\n\\nTrue creative thinking pulls together everything you know about your business, your goals and your customers into a single, cohesive package that cuts through, connects and resonates. Creativity distills everything down to the right words, images and design so that your marketing collateral has the right impact. No business can afford to skimp on this stage because getting creativity right means you’ll get the results you’re really after: maximum return on your marketing investment.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24857,28060,1,'Promises, promises','2021-07-23 06:19:17','2021-07-23 06:19:17','fed1fbb5-c06e-464d-825c-5d0eb27cf0ff',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-Ekny1wVuy4\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new2\",\"new1\"],\"blocks\":{\"new2\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"Aah, Telstra.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new1\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"If you own a business small enough that it’s your job to do hand-to-hand combat with a telco, these two words say it all. And it doesn’t matter what brand name you insert: nothing brings out a sense of shared suffering better than a tale of a telco stuff-up.\\n\\nI had a story I dined out on regularly that involved a telco sub-contractor turning up to fix a crackle – and ending up severing all of the phone and fax lines running to my business. That was fun.\\n\\nRight now, I’m in my 7th week of hour-long conversations with many truly delightful employees of a certain telco, each of whom is exceedingly articulate and apologetic for all the employees who have gone before them. (One supervisor, in all seriousness, said to me: “You need to expect that we won’t get anything right. In fact, I find it best to have very low expectations.”)\\n\\nMy end of a conversation just a week ago went something like this: “So you’re telling me that you can see that you’ve made a mistake in charging me $700 extra this month, but that it’ll take you another three months to reverse the mistake in billing… so I need to give you $700 now and trust that you’ll give it back to me later?”\\n\\n##### **Not surprisingly, I asked for this once-in-a-lifetime deal in writing.**\\n\\nOf course, stuff-ups, broken promises and disappointments occur every day between businesses and consumers. It’s human nature. It doesn’t have to be a telco – although they do it with panache. And it doesn’t have to be big business – although it often is.\\n\\nSmall businesses can often break faith with customers through the sheer limitations of their size. Flexibility and nimbleness are great benefits of working with small business; but when lots of work hits, there’s no-one spare to get it done. Unfortunately, SMEs also need to fight harder than big corporates to keep consumer faith and love alive – because it can mean the difference between floating or sinking.\\n\\nHere’s a great example. Quite a few weekends ago, a small water filter company I’ve used in the past phoned me. The first guy – who said he was the business owner – gave me the sales spiel, and then handed me off to the junior to take my order. Inwardly, I applaud their decision to go aggressively out to the market and to phone customers one by one for after-hours orders. After all, when cash flow’s tight, you have to work smart. Outwardly, I’ll probably not order from them again: the filter still hasn’t arrived.\\n\\n##### **It’s all very well for marketing managers to talk endlessly about channels, for CEOs to cast vision and for designers to beleaguer brand design.**\\n\\nBut at the heart of every brand experience must be trust, in any of its forms. If you’re a services company, then be a trusted advisor. If you provide products, then provide them to a high standard. And in every transactional stage, keep your promises – whether it’s getting a bill right, delivering a product or following up words with actions.\\n\\nSmall businesses also need to keep promises in order to grow their future markets. Nothing closes doors on future opportunities faster than a disgruntled current customer. Case in point: I’m a hostile captive to my telco. No other telco covers my area – so it’s either their way or no information superhighway. But captivity doesn’t encourage me – it frustrates me, and when added to negative experiences, makes me ready to share my tales with anyone and everyone.\\n\\nLikewise, small businesses need to beware the hostile captives in their business. Is there a customer who’s contractually wedded to you but bitterly unhappy with the service you provide? Beware their rage – it can and will go viral to potential customers in the blink of an eye.\\n\\nCherish the value of trust to your customers. Promises kept will define you and your brand long after your competitors have broken theirs.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24858,28061,1,'Are customers giving up on your website?','2021-07-23 06:19:17','2021-07-23 06:19:17','5a94954b-9c5a-4e9d-92f3-05d7df4734a5',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-gahB36q3Yd\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new2\",\"new1\"],\"blocks\":{\"new2\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"We’ve all been to websites where trying to make a simple purchase can end in frustration with an impossible-to-navigate website, or, worse for the organisation, to us turning to a competitor. Good web design translates to successful conversions, and all of that is dependent on the user experience.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new1\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"A great new infographic has found that we’ll give a website a minute to display what we’re looking for before we give up. Some types of sites are better than others in delivering what we’re after – especially hotel booking sites.\\n\\nThe two biggest complaints about web sites, according to the research, include that there is ‘too much going on’ and also ‘not enough information’, which we can take to mean that many sites drone on and on… but don’t really say much.\\n\\nUsers also complain – across all age groups and online skills – that text is too small and that navigation is difficult on the sites they give up on. Thirty-five per cent of users fail to complete simple tasks on the average website.\\n\\nLet’s improve those stats, shall we? Here’s a plan.\\n\\n##### **1. Design from the user’s perspective, not your own**\\n\\nWe know your company is the greatest thing since Google and you can’t wait to tell everyone all about where it began, who works there and the details of your offering. But the truth is that a user just wants to get to the point, and their interests should override yours. Usability is key. Show them what they’re looking for, and don’t make them search for it. That doesn’t mean sacrificing look and feel for too much simplicity, it just means focusing the layout and design on the search.\\n\\n##### **2. Create a navigation path**\\n\\nIf the information on your website is simple and structured, you can guide visitors on the path you’d like them to take. Use tabs and sub-pages for different categories, and make it logical.\\n\\n##### **3. Content is king**\\n\\nContent is the most important element of your site, really – and it needs to fit the logical and structured navigation. You’ll want to include keywords, page titles, meta tags, and headings for search engine optimisation. As we’ve previously discussed in our Writing for (readable) web article, there are some hallmarks we use when writing web copy for our clients:\\n\\n- short, effective sentences (say the same information with less)\\n- sub-headings and headings containing keywords\\n- everyday words the average reader can easily understand (plain English)\\n- informal voice\\n- common language conventions\\n- direct language\\n- active tense\\n- consistent, logical structuring of information.\\n\\n##### **4. Speed it up and make it simple**\\n\\nLet’s face it, we’re a busy bunch, and a reminder of the old days of dial-up – waiting for your site to load – is going to test the patience of even the most loyal visitor. In fact, many visitors will start to abandon a website after just a few seconds of loading time. Most of that time is the result of design decisions, so simplify some of the fancy effects.\\n\\nWe love web design and working with you on the best and most creative way to present your business. Starting with a structure that appeals to your audience, then adding in some clever design and copy, ensures that your site will be a success. Talk to us about it today.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24859,28062,1,'Truth without fear','2021-07-23 06:19:17','2021-07-23 06:19:17','e7036b59-3a7e-46fc-8135-09ec7f785d79',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-hJ2BsC4HWQ\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new2\",\"new1\"],\"blocks\":{\"new2\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"I’ve always been a big believer that marketing is at its most powerful when you can encourage potential customers to ask an audaciously big question, and know that your offering can answer it indisputably and confidently.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new1\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"Truth-telling doesn’t have to be controversial. Done well, it simply gives you an edge the others can’t match.\\n\\nSpecifically, truth-telling campaigns can be about demystifying doubts or falsehoods in the marketplace by challenging customers to ask you the tough questions, knowing you’ve nothing to hide and every positive answer can be a true one.\\n\\nNow, I don’t know if truth necessarily applies here all the time… but I do love the strategy behind McDonalds’ approach to all the urban myths (truths?) surrounding the content and manufacturing process of their food, and this approach, manifest in this nifty and functional digital solution http://yourquestions.mcdonalds.com.au, captured my interest.\\n\\nA powerful aspect of this approach is permissioning the target group to cut to the chase and bluntly ask anything. No matter how ugly the question, the Maccas guys maintain a friendly and elegant response, and manage to turn even the roughest questions into positive answers. This way, the questioner is the one who looks bad to the rest of the viewing audience, and the credibility of the answer is reinforced. Do we believe them? Is it the whole truth?\\n\\nOne of our clients markets products in a particularly crowded retail sector. Recently, after hearing a competitor was routinely bagging them, they decided to attack the rumours head-on by attaching to their quotes a clever but honest response. We’re helping them get their strategy to market this week, and believe they’ll reap rewards for their honesty.\\n\\n#### **What erroneous facts about your business lurk in your marketplace?**\\n\\nHave you researched your marketplace, either formally or informally, to know? Even if these myths aren’t widespread, addressing the issue in a positive way can provoke interest in your brand, create discussion, and increase the potential for better relationships and new work.\\n\\n##### **The truth is – or should be – out there.**\\n\\nTruth-telling campaigns can be some of the most rewarding to work on.\\n\\nFrom a tagline that challenges the competition to a wholesale campaign addressing porkies, the benefits to your brand can be great if you get the right help to research, strategise and execute it well.\\n\\n[Talk to us](/contact) – we’d love to help.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24860,28063,1,'B2B is dead','2021-07-23 06:19:17','2021-07-23 06:19:17','262a634e-0f22-46d9-9b17-4e5991bcab85',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-luIsqIjBj1\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new2\",\"new1\"],\"blocks\":{\"new2\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"As deaths go, it was a quiet one. Few people knew of its demise.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new1\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"But there it lay still: the artificial divide between B2B and B2C marketing, gone forever.\\n\\nWhy bother lamenting the dead? Dare I say, it’s good riddance to a dodgy invention.\\n\\nThe idea that marketing business-to-business took entirely different skills and strategies to talking to consumers has its roots back in the early Noughties. The notion, which most marketers sadly still hold, was that because the volume of B2B transactions is so much higher than B2C – if you count every transaction required along a manufacturing supply chain, for example – then B2B branding requirements were stronger, too.\\n\\nConversely, the B2C belief held that the consumers of the world needed entirely different marketing strategies to convince them to open their wallets.\\n\\nTrue, where they differ most is in the justification of purchases. In B2C land, I need to convince myself why I should buy yet another pair of red shoes. (It’s a short discussion.) In B2B, I might be lobbying the board to invest in an expensive new CRM system.\\n\\nBut the truth is both groups share more similarities than differences.\\n\\nYour customers – be they businesses, consumers or both – have similar emotional and logical requirements that must be met. The relationship lifecycle between a purchaser and a brand exists with businesses and consumers alike. Both groups also frequent the same social media spheres, are Google-happy and web-savvy, and require strong brand confidence in order to purchase.\\n\\nThe illusion that you’re selling to a company in B2B should be seen for what it is. In retail or in business marketing, you’re selling to individuals. And each wants to feel that you get them.\\n\\n##### **Long live H2H.**\\n\\nWhich is where yet another acronym is starting to make a play: H2H, or human-to-human marketing.\\n\\nIt espouses the belief that we all, business and retail customers alike, are looking for connection, inclusion and to be understood. If you take that as your starting point – and not your burning need to produce another brochure – then the marketing toolbox available to your business automatically grows.\\n\\nIt means the vast strategies already out there like relationship marketing and continuous touchpoints become as relevant to a retail customer as to the business that buys your widgets. And the traditional B2C tools like social media become far more relevant business-to-business because they help build connections better than a sterile product flyer.\\n\\n##### **Let’s make H2H practical.**\\n\\n**1. Open your horizons**\\n\\nSwitching your mindset to focusing on the individual, human needs of your market means you can open your marketing to all sorts of potential tools. Just because you run a hair salon doesn’t mean you can’t start sending out a monthly email newsletter – if your customers are the kind of people that like to know more about you. And just because you’re an accountant doesn’t mean you can’t lead an industry group on LinkedIn or advertise on Facebook – if that’s where you’ll find the types of sales you want. Think about your customers, and let their needs lead you.\\n\\n**2. Make your customers feel**\\n\\nSales overwhelmingly come from relationships in my business, so meeting my clients’ emotional needs is a no-brainer. If my clients are happy, they’ll stay.\\n\\nBut even if your sales rely heavily on good old-fashioned foot traffic, it’s relationships that will lure them and keep them. So, in every tool you use to get to market, make sure you get the emotional kicker in. Empathise and prove you understand their needs.\\n\\n**3. Ask your employees what they think**\\n\\nIt’s one thing to make marketing decisions from an ivory tower. Chances are it’s your staff who really know how your clients think, or how your customers behave. So get their ideas and integrate it into your marketing. Let them drive your innovation.\\n\\n**4. Finally, listen to your customers**\\n\\nThere is marketing gold in every intentional conversation you have with a customer. Ask the ‘why’ that follows the tough questions: Do you feel safe with my business? Do you like dealing with us? Would you refer us to your friends? The answers will revolutionise how you think about marketing to your customers.\\n\\n---\\n\\n*Written for the February 2014 issue of Inform, the monthly magazine of the Chamber of Commerce and Industry in Queensland.*\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24861,28064,1,'The 6 steps of content creation','2021-07-23 06:19:18','2021-07-23 06:19:18','6d42a9e2-c24b-4c64-bc53-bd9f328c1a0b',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-92RCseTSp0\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new2\",\"new1\"],\"blocks\":{\"new2\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"You know what your business is about. You’ve nailed down your story. You’ve worked out who you want to talk to.\\n\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new1\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"Now you need to add some real value.\\n\\nTime poor organisations need their content to work across different channels online – including websites, e-newsletters, blogs and across social media. One way to add value to your existing, more sales-focused, content is through content curation. Content creation means finding useful content online, curating it for your audience and re-telling it in your voice and with your advice.\\n\\n##### **Here’s how to optimise, write and curate content for your target audience.**\\n\\n###### **Defining your goals**\\n\\nEvery good plan starts with defining what it’s trying to achieve. How do you want your content to define your business? What are you offering your target market? Do you want to be a thought leader in your particular area?\\n\\nContent curation is about meeting your customers where they are and offering them something they’re not getting elsewhere. It’s about finding, gathering and sharing information of value with them; positioning your business and brand as an authority both with original content – your sales offering and business learnings – and information you’ve found and shared online. Participating in conversations that are happening about your field leads to more engagement with your target market, the ultimate goal being to give your brand a voice of value that will see your audience come back again and again for your offering.\\n\\n###### **Getting started**\\n\\nIt’s important to remember that well-executed content curation isn’t about regurgitating content that was already published. Instead, it’s your business’s personal re-telling of a story. As Susan Gunelius wrote for Forbes, the human element of content curation is what makes curated content compelling.\\n\\nTherefore, when offering your audience valuable content, remember to tell your story. What are you saying that’s different? What do you know that others might not? Involve your whole team – not just marketing and sales – and that story will evolve to give your business a truly useful and unique voice.\\n\\n###### **Finding content**\\n\\nHere’s where you get amongst it!\\n\\nWant to know where your target market is looking for information online? Go exploring! Ask them! Discover for yourself where the good stories are being shared. Find out what topics matter to your goals and audience, and go after them.\\n\\nIntegrating content curation into your broader marketing strategy is the way to go here – it legitimises the exercise and gets your team thinking about the value of your brand and how they can add to it. The best place to start is probably your social media accounts. Valuable content is being shared every day on platforms like Facebook, Twitter and LinkedIn. There are also Google alerts and news aggregate sites that can be set up with your special business needs in mind.\\n\\n###### **Be authentic to find your voice**\\n\\nThere is nothing like the instant world of social media to add value and timeliness to your content. Social media has changed the term ‘sharing’ forever, and the opportunities for your brand are endless. It’s important to add your own value to social content – as Mark Lerner says, if you just “retweet,” or share an article without including your own voice in the post, you’ll fail to distinguish yourself from everyone else who shared that content.\\n\\nHow do you find your voice? Authentically, of course! Offer your opinion and add your advice in areas you are confident about. Try to be friendly and informative, and adopt an approachable tone. Not so confident? Ask questions! Get your community talking and they’ll come back to you.\\n\\n###### **Context and thought leadership**\\n\\nGood content curation provides your audience with context and convenience – that means filtering and explaining what you find online, and rewording it in your voice so it’s useful to them. You don’t always need to be selling, but you do always need to be mindful of your brand and of offering real value. Knowing who your market is and writing in your ‘voice’ allows you to, as J-P De Clerck says, inform, educate, entertain and engage target audiences.\\n\\n###### **Where to share**\\n\\nThere are many ways to share curated content, but the best way is in a mix of your existing ‘sales’ content. E-newletters and blogs offer an opportunity to share curated and original content, and social media is the most instant way to add your voice to a new idea, and also probably the first place your audience will find you. They’ll also find your website, so don’t forget about the curated content opportunities there. Always remember that you should be providing useful information, not just repeating content or working on the hard sell.\\n\\nContent curation is convenient, but it’s also an important opportunity to add value, develop a business voice and grow an online community. What do you think about content curation? Has it worked for you? Got any tips? Let us know.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24862,28065,1,'Measure your marketing with meaning','2021-07-23 06:19:18','2021-07-23 06:19:18','b5c5d669-feb7-4506-9ad4-43fbcf4d8b67',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-SFr1a8qndz\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new1\"],\"blocks\":{\"new1\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"It’s the age-old struggle for marketers – measuring the return on investment (ROI) of your activities and campaigns. The struggle comes in part because it’s difficult to relate concepts like brand awareness directly to sales. But that doesn’t mean there aren’t ways to monitor and measure your marketing and prove its worth. After all, if you don’t measure, how do you know what’s working?\\n\\n##### **Steps for meaningful data**\\n\\n1. define your metrics and develop a plan\\n2. collect the data\\n3. develop reporting guidelines\\n4. analyse and change as needed\\n5. Collecting and analysing meaningful data is about more than finding tools and interpreting charts. It’s about valuing the data and understanding how it can help justify and grow your hard work and campaigns.\\n\\nThere are several tools that will help you measure your marketing data, and Google analytics is probably the most helpful – it’s also free. Bonus!\\n\\n##### **What we look for**\\n\\nWhen measuring our campaigns for clients, we look at engagement and growth.\\n\\n##### **Engagement**\\n\\nStarting with content performance, it’s helpful to measure social shares on Twitter, Facebook and LinkedIn (shares equal love!), and then check your blog and website for bounce rates and visit time. Facebook and Twitter have built-in analytics tools that will help you here. On your website and blog, use Google analytics. High bounce rates and short visits usually mean your audience isn’t finding what they thought they would, or they’re not as engaged as they should be with your content. Pages per visit is another interesting content measure – if visitors are clicking around your site, they’re liking what they find and you’re getting more exposure. Nice work!\\n\\nA specific example of measuring engagement in action can be found in our My Smoking quit smoking campaign. It was targeted at men and women aged 18–29 across TV, radio, print and digital. Data showed that:\\n\\n- 8 in 10 young smokers supported the campaign\\n- 76% contemplated quitting because of the campaign\\n- 50% reported cutting down on cigarettes because of the campaign\\n- 47% tried quitting\\n\\nImagine being able to prove your campaign success to your team and managers? We do it from the start with our work. Do you?\\n\\n##### **Growth**\\n\\nFor growth in marketing, it all starts with click-throughs on your call to action. If your analytics tell you they’re low, then you need to change up your content. Look at the words you’re using, how your e-marketing looks, your subject line on EDMs and even the specific call to action.\\n\\nOther growth indicators will see you linking up with your sales team to measure metrics like how many leads your content is bringing in and turning into customers, cost per lead, average sales cycle duration and revenue per user. Always remember that increasing customer retention is the aim for the sales cycle, too. These things are tougher to measure, but good lead generation processes are a big help, and we find having campaign measurement expectations in place right from the start will make things much easier.\\n\\nA terrific example of analysing the performance and growth of our work was for our client the Chamber of Commerce & Industry Queensland (CCIQ). A review of their key communication channels saw us creating a monthly e-zine to better engage members. As a result of our work, we measured that CCIQ got 3,350 new subscribers in 5 months, grew website traffic by 161% to 76,277 visitors over six months, had 4,171 qualified leads generated over six months and a 110% increase in revenue in a single month. Impressive figures that not only lead to successful relationships with clients, but to high-achieving campaigns and ongoing work. We’re proving what we do is working.\\n\\n[Have a chat with us today](/contact) about your marketing and we’ll have you measured up in no time.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24863,28066,1,'Making the most of video','2021-07-23 06:19:18','2021-07-23 06:19:18','305bb45b-e1b4-48f0-8fff-8b5eae988dbf',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-93421JnaRh\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new1\"],\"blocks\":{\"new1\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"Right now the web is awash with video. Just look at your Facebook or LinkedIn feed and you’ll get an idea of how much video content is being produced and posted every day. And it’s on the rise, with video expected to account for around 82% of all internet traffic by 2020.\\n\\n##### **Quality is king**\\n\\nThe thing is, we don’t have any more time in our days to view all this extra content, so video quality and relevance is going to play an increasingly important role in what gets watched and what doesn’t. While there are lots of cheap production services available, if you want your video to be successful, it’s worth looking beyond cost alone.\\n\\nThe key purpose of any video communication is to tell a clear and compelling story – something that captures and maintains your audience’s interest. It also needs to be well strategised, use its medium well and, of course, be well crafted.\\n\\n##### **Things to consider**\\n\\nWhen planning your next video, keep these things in mind:\\n\\nIs animation the right approach, or would live action better suit? Budget can be a big factor here because it is often much easier to animate.\\nThink about voiceover versus text on screen. Does the video need to work without sound, on social media or in a noisy display? Will people read enough of the message on screen? Is the voice vital to the communication of the message, through a tone, accent or character?\\nAre you creating a series? If so, can any illustration assets be used again, or can the video be edited for smaller uses such as social media marketing?\\nNWO video examples\\n\\n##### **Here are some recent examples of videos we’ve created, using some of this thinking.**\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}},{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-F8O5gbyyqy\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-RVIt4Msytq\",\"content\":{\"fields\":{\"videos\":{\"sortOrder\":[\"new1\",\"new2\",\"new3\"],\"blocks\":{\"new1\":{\"type\":\"videos\",\"enabled\":\"1\",\"fields\":{\"videoPlaceholderImage\":\"\",\"videoCode\":\"<style>.embed-container { position: relative; padding-bottom: 56.25%; height: 0; overflow: hidden; max-width: 100%; } .embed-container iframe, .embed-container object, .embed-container embed { position: absolute; top: 0; left: 0; width: 100%; height: 100%; }</style><div class=\'embed-container\'><iframe src=\'https://player.vimeo.com/video/141875728\' frameborder=\'0\' webkitAllowFullScreen mozallowfullscreen allowFullScreen></iframe></div>\"}},\"new2\":{\"type\":\"videos\",\"enabled\":\"1\",\"fields\":{\"videoPlaceholderImage\":\"\",\"videoCode\":\"<style>.embed-container { position: relative; padding-bottom: 56.25%; height: 0; overflow: hidden; max-width: 100%; } .embed-container iframe, .embed-container object, .embed-container embed { position: absolute; top: 0; left: 0; width: 100%; height: 100%; }</style><div class=\'embed-container\'><iframe src=\'https://player.vimeo.com/video/186503939\' frameborder=\'0\' webkitAllowFullScreen mozallowfullscreen allowFullScreen></iframe></div>\"}},\"new3\":{\"type\":\"videos\",\"enabled\":\"1\",\"fields\":{\"videoPlaceholderImage\":\"\",\"videoCode\":\"<style>.embed-container { position: relative; padding-bottom: 56.25%; height: 0; overflow: hidden; max-width: 100%; } .embed-container iframe, .embed-container object, .embed-container embed { position: absolute; top: 0; left: 0; width: 100%; height: 100%; }</style><div class=\'embed-container\'><iframe src=\'https://player.vimeo.com/video/145234065\' frameborder=\'0\' webkitAllowFullScreen mozallowfullscreen allowFullScreen></iframe></div>\"}}}}}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24864,28067,1,'Looking beyond the banner','2021-07-23 06:19:18','2021-07-23 06:19:18','00b0415d-715b-4c55-8bba-3a5b512191c5',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-PozxXC4SkM\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new1\"],\"blocks\":{\"new1\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"Banner ads have come a long way over the years. And the fairly recent introduction of HTML5 means they can now be transformed into beautiful little packages of story that work well amidst busy news pages, despite not having audio.\\n\\n##### **Striking the right balance**\\n\\nPre-rolls (which play before feature videos) and social media ads offer other options if you have the budget for video, when a television commercial doesn’t exist, and conventional video is too expensive.\\n\\nOne approach that provides the ideal balance is using video like a ‘banner ad on steroids’. By creating a simple (though still sophisticated) slideshow with a managed level of animation, you can add in story-boosting music and voiceover while keeping costs down.\\n\\n##### **NWO video examples**\\n\\nHere are some recent examples of videos we’ve created, using some of this thinking.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}},{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-F4a71SFzVH\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-RVIt4Msytq\",\"content\":{\"fields\":{\"videos\":{\"sortOrder\":[\"new1\",\"new2\",\"new3\"],\"blocks\":{\"new1\":{\"type\":\"videos\",\"enabled\":\"1\",\"fields\":{\"videoPlaceholderImage\":\"\",\"videoCode\":\"<style>.embed-container { position: relative; padding-bottom: 56.25%; height: 0; overflow: hidden; max-width: 100%; } .embed-container iframe, .embed-container object, .embed-container embed { position: absolute; top: 0; left: 0; width: 100%; height: 100%; }</style><div class=\'embed-container\'><iframe src=\'https://player.vimeo.com/video/176686850\' frameborder=\'0\' webkitAllowFullScreen mozallowfullscreen allowFullScreen></iframe></div>\"}},\"new2\":{\"type\":\"videos\",\"enabled\":\"1\",\"fields\":{\"videoPlaceholderImage\":\"\",\"videoCode\":\"<style>.embed-container { position: relative; padding-bottom: 56.25%; height: 0; overflow: hidden; max-width: 100%; } .embed-container iframe, .embed-container object, .embed-container embed { position: absolute; top: 0; left: 0; width: 100%; height: 100%; }</style><div class=\'embed-container\'><iframe src=\'https://player.vimeo.com/video/170735464\' frameborder=\'0\' webkitAllowFullScreen mozallowfullscreen allowFullScreen></iframe></div>\"}},\"new3\":{\"type\":\"videos\",\"enabled\":\"1\",\"fields\":{\"videoPlaceholderImage\":\"\",\"videoCode\":\"<style>.embed-container { position: relative; padding-bottom: 56.25%; height: 0; overflow: hidden; max-width: 100%; } .embed-container iframe, .embed-container object, .embed-container embed { position: absolute; top: 0; left: 0; width: 100%; height: 100%; }</style><div class=\'embed-container\'><iframe src=\'https://player.vimeo.com/video/177308827\' frameborder=\'0\' webkitAllowFullScreen mozallowfullscreen allowFullScreen></iframe></div>\"}}}}}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24865,28068,1,'Outsourcing creative services','2021-07-23 06:19:18','2021-07-23 06:19:18','56778457-82d9-4e11-9a98-1a62584aa937',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-N45x3IS2PH\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new2\",\"new1\"],\"blocks\":{\"new2\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"When it comes to finding an external supplier, we understand the challenges many government comms (and non-comms) people face.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new1\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"You need someone who has a good idea of how the government arena works and the demands and limitations you face but still pushes the boundaries to achieve something worth paying external fees for. But where do you start?\\n\\n##### **Take a look at the list**\\n\\nA great place to begin your search for an external creative services supplier is the whole-of-government panel. Here you’ll find a list of large and small advertising and communications agencies that are all pre-qualified and experienced working in your space.\\n\\nWhen perusing the names on the whole-of-government panel, consider the following:\\n\\n- Smaller agencies can do big campaign and project work too. Many have been competing with the top end of town for years and can often ensure you get very senior, experienced people working directly with you on your job.\\n- Find an agency that can fill in the gaps you have. If you’re not used to outsourcing design or campaigns, the right agency can answer every question you have and work with you to develop a brief that will meet all your needs (even the ones you’re not sure of yet!).\\n- Help the agency and yourself by being clear on what’s required and what happens if or when you change your mind. Author’s corrections can amass unexpectedly and everyone needs to be clear on when they kick in and why they are happening.\\n\\nNWO is on the whole-of-government panel, so be sure to drop us a line to see how we can help with your next project or campaign.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24866,28069,1,'Overhauling your website','2021-07-23 06:19:19','2021-07-23 06:19:19','03e5553b-c95f-4550-8b3e-f0f306fbd697',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-zjgeVEYzo2\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new2\",\"new1\"],\"blocks\":{\"new2\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"There comes a time in every website’s life where things need to change. Usually, in a big way.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new1\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"But it needn’t be all doom and gloom. Yes, it can seem overwhelming and yes, it can take quite some time to implement. But remember to keep your eyes on the prize; don’t lose sight of why you’re doing the update in the first place.\\n\\n##### **So why should you do it?**\\n\\nFirstly, there’s the appearance. If your site looks dated, your customers might have the same perception of your brand. Also, your site should be mobile friendly – search engines are now starting to penalise sites that aren’t optimised for mobile.\\n\\nIt should also be more than an ‘online presence’ – it should add value to your business. So if it’s currently not drawing in customers, it’s worth updating. Analytics tools and SEO are also crucial additions for any efficiently run site, so definitely keep them in mind.\\n\\nThen there’s the engagement factor. Does your content and imagery really grab your audience and make them want to stay on your site? Also, you should be capturing information from your customers whenever possible, via tools such as contact forms, surveys and mailing lists.\\n\\n##### **How do you go about it?**\\n\\nHere are a few simple steps that might help.\\n\\n1. **Undertake an audit of your current site** – note what you think is working and what isn’t.\\n2. **Do a bit of competitor analysis** – see what other brands in your industry are doing online.\\n3. **Start mapping out the pages and sections of your ideal new site** – develop wireframes if you can.\\n4. **Work on content and imagery** – essentially filling in the blanks in your wireframe.\\n5. **Do some testing** – either online or face-to-face tests and focus groups can provide great feedback.\\n6. **Make relevant changes** – listen to what people have said and update your site accordingly.\\n7. **Send it live!** Then sit back and marvel at your new masterpiece.\\n\\nOf course, here at NWO we do offer a specialised website development service – contact us to find out more.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24867,28070,1,'Building better brands','2021-07-23 06:19:19','2021-07-23 06:19:19','ac571f9c-9718-4055-962e-8b9cdf979a4e',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-lRz71ReQLs\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new2\",\"new1\"],\"blocks\":{\"new2\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"So, you’re thinking of rebranding? Or branding something new from scratch? Good for you – there’s nothing we love more than brands that go out of their way to portray themselves in an interesting and unique light.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new1\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"But before you start scribbling down new logo ideas, there are a number of things that we think are worth considering. Firstly, and yes we know there’s a lot of info out there on this, but it’s important to remind yourself what exactly a ‘brand’ is.\\n\\n##### **Brand basics**\\n\\nThis is also important when speaking to an agency, but clarifying exactly what you’re after – either a new brand identity or a new brand – can be crucial in your planning, not to mention costs and timings. A ‘brand identity’ typically includes a logo and other graphical devices, along with fonts and colours. But this alone doesn’t make a brand.\\n\\nA ‘brand’ includes all of the above plus so many other elements, which help your customers form an opinion of your organisation. Things such as images, feelings, products, words, sounds, smells, events, people and places, can all make up a brand too.\\n\\n##### **Beginning the brand journey**\\n\\nWith the above definitions in mind, once you’ve clarified what you want to do with your brand, it’s time to think about where to start. Try these steps on for size:\\n\\n1. **Conduct a brand audit** – if you’ve currently got a brand, look at all the elements and see what’s working, and what isn’t. External consultants who aren’t so close to your brand can often give a fresh, unbiased perspective.\\n2. **Do your research** – look at competitors to see what their brands are like, and what opportunities might be available to you. Also, look for inspiration outside your category or industry.\\n3. **Conduct a brand workshop** – this will help you dig up useful insights, and to develop a plan for where you want your brand to go and what you want it to portray.\\n\\nAfter completing these first few steps, you should have plenty of information to brief in your internal comms department or external agency on the job ahead of them. Of course, here at NWO we specialise in branding projects, so get in touch with us today to see how we can get involved.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24868,28071,1,'Getting the most from motion','2021-07-23 06:19:19','2021-07-23 06:19:19','45b3eb1a-afbd-47df-b134-ffd77c9beadf',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-UzdiNWbjFp\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new1\",\"new2\"],\"blocks\":{\"new1\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"Video can be a great way to present information in an engaging format, with very little input required from the viewer. No matter what topic you’re covering, there’s always a way to bring it to life in video.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new2\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"##### **More bang for your buck**\\n\\nThe thing is, when most people think about creating a video, they think of it being extremely expensive. While that may have been the case years ago, nowadays it can actually be a very cost-effective exercise – particularly thanks to animation.\\n\\nWhen time is of the essence, animated videos can often be created fairly quickly and give you great bang for your buck. They can really grab people’s attention too, as there’s so much you can do with them creatively – they’re only limited by your imagination!\\n\\n##### **Got some explaining to do?**\\n\\nOne type of video becoming more and more popular with organisations is the explainer video. Generally about 90 seconds in length, explainer videos are often animated and used to communicate a fairly complex topic in an easy-to-understand way.\\n\\nCheck out the explainer video on the decisioning.co site. As well as the site itself, we created the neat little video – it just shows how a well-written and executed explainer can communicate clearly and succinctly, all without a big budget.\\n\\n##### **Support and simplify**\\n\\nAnother way in which animated videos are being used is to provide guidance to customers, helping them navigate often tricky subject matter. A great example of this is the ‘Better electricity deals for small business’ suite of videos we created for the Department of Energy and Water Supply.\\n\\nThese were used on social media and really communicated the essence of the problem at hand, cutting information down into sound bites that could be easily understood by the audience. The use of fun little characters and infographics were great in getting our message across.\\n\\nTo learn more about our thoughts on video, [check out this blog article](/resources/making-the-most-of-video).\\n\\nTo chat about an upcoming video project, get in touch – we’d love to be involved in the process.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24869,28072,1,'What is marketing automation?','2021-07-23 06:19:19','2021-07-23 06:19:19','696d3b58-ef7c-4ca6-9aea-598ad8e674d5',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-4WoAgyFTvi\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new2\",\"new1\"],\"blocks\":{\"new2\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"Marketing what? The word automation can sound like a coder’s dream and everyone else’s nightmare.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new1\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"But the truth is that if your business has prospects and customers and communicates with them in any way, then you already have most of the pieces needed to play with marketing automation.\\n\\n**Matching pieces**\\n\\nYou see, marketing automation is actually both a business owner’s dream and a marketer’s dream. Why? Because it’s software that helps sales and marketing to come together in order to grow revenue. Most marketing automation software includes the following components:\\n\\n**CRM (customer relationship management)**\\n\\nThe software will include a built-in CRM for storing your prospects and customers’ data and/or it will integrate with other CRMs such as Salesforce, Pipedrive, Nimble or Zoho.\\n\\n**Campaigns**\\n\\nThese can include any type of lead-gen, lead-nurturing and sales-closing campaigns—not just email but as broad as social, online, trade shows, webinars, Google Adwords, blogs and so on. Basically, it’s anywhere where the call to action leads to someone filling out a form online or liking a page. Once again, marketing automation software will include some or all of these tools built-in and it will play well with other software you’re already using.\\n\\n**Analytics and reports**\\n\\nIn the same way that email marketing software such as Mailchimp and Campaign Monitor provides reports on open rates, clicks and unsubscribes, marketing automation software takes it a step further. You can run reports on all of your online and offline campaigns and track engagement with your website. Then you can combine these statistics with your sales data to measure ROI from the generation of a lead right through to the close of sale.\\n\\n**The kicker**\\n\\nAll of these things exist outside of marketing automation. What makes marketing automation so powerful is how it brings them all together. The software uses triggers and workflows to automate time-consuming sales and marketing processes such as scoring, segmenting leads based on fit and engagement, and matching content to leads’ interests and pain points.\\n\\nThe result is highly personalised marketing that uses tailored and dynamic content to nurture every lead as if it was your most important one—from first touchpoint right through to closing a sale and beyond.\\n\\nAsk us to run a workshop for your team\\nMost marketers we talk to know the need for marketing automation but don’t have time to research the best option for them.\\n\\nRight now, we’re running a limited number of free one-hour workshops to help your team to determine the right fit for your strategy, and the best options available on the market.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24870,28073,1,'Simplifying the complex: Fifteen years of marketing schools','2021-07-23 06:19:19','2021-07-23 06:19:19','e60bda19-1c35-4074-83e9-1ef0550dbd08',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-WAYo0QEnCs\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new2\",\"new1\"],\"blocks\":{\"new2\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"After 20 years of marketing—including 15 years working with schools across Queensland and New South Wales—I am steadfast in my belief that there is no marketing challenge as complex as that faced by schools.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new1\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"In what other industry would you find thousands of individual stakeholders—students, parents, teachers, alumni and more—all with do-or-die expectations?\\n\\nOr an environment that can, quite honestly, change the trajectory of children’s lives?\\n\\nThen you have the two very distinct markets—internal and external—often with very different needs that need to be met with minimal budgets.\\n\\nThe experience of school changed little for nearly a century but, in the past 20 years, it has evolved in such leaps and bounds that today’s parents struggle to recognise it.\\n\\nPhilosophically, there are few industries I can think of that have such a strong evidence base to guide practice—here I’m thinking of teaching and learning—yet the required outcome is often diametrically opposed to it. Looking forward to the arrival of ATAR, anyone?\\n\\nIt’s little wonder that I find the business of marketing schools endlessly fascinating.\\n\\nOnly this morning I was in another principal’s office, talking through these very complexities. In our conversation, we touched on what I’ve discovered over the years are three bedrock principles every school needs as their marketing foundation. They’re my way of transforming a little of the complex into the simple.\\n\\n1. Work out what makes you unique\\nMarketing and enrolments teams live and die by their numbers. It is endlessly tempting, then, to try to go wide in your appeal so that you create the biggest possible net. In practice, though, it means no-one knows what you stand for. The better alternative is to embrace what makes you unique and then market that hard. You’ll end up attracting families that are the right fit for you and work hard as your ambassadors. Internally, there’ll be great cohesion, too, because you’ll attract and retain great educators who get what you’re about and support it in their words and actions.\\n\\n2. Don’t be afraid to like you’re unique\\nIf you’re bored one day in your office, try this game. Get ads from three schools, and then block out their hats and uniforms. Can you still tell them apart? It astounds me that we continue to use sterile, look-alike images—hey, here’s a girl in a lab coat with a test tube as proof that we promote girls in STEM!—that don’t reflect the day-to-day experience of what it is to learn at your school. Celebrate your uniqueness—and set yourself apart from your competitors—by choosing unique visual styles and photography.\\n\\n3. Now stay unique\\nOver time, teachers and leaders of schools get to know each other pretty well. Principals, in particular, know other schools like bookies know racehorses. The net result in marketing is that your great idea quickly becomes next year’s norm… and after a few years, what was edgy is simply outdated. Wise schools invest in a middle ground here. They start off strong and then review and refresh their brand every year or two. That way, subtle tweaks don’t destabilise your internal audience but you stay fresh and relevant externally.\\n\\n---\\n\\n**Want to know more?**\\n\\nSuzanne advises schools on sustainable marketing strategy that helps them get the most from their internal resources. To chat, phone 07 3334 8340 or email.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24871,28074,1,'Top 20 tips for SEO','2021-07-23 06:19:20','2021-07-23 06:19:20','a6a5c03b-0e4f-4589-8de0-e8f13a7a98c6',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-P9HDvjQfFI\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new1\",\"new2\",\"new3\",\"new4\"],\"blocks\":{\"new1\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"GOOD SEO STARTS WITH A BIT OF DIY\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new2\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"Sure, there are loads of experts and agencies out there that specialise in the field, and many of them do a great job.\\n\\nBut there’s actually plenty you can do yourself before you even need to look for an external supplier to help with your SEO.\\n\\nGet your SEO checklist\\n\\nTo get you started on your next SEO DIY project, we’ve put together a top 20 checklist.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}},\"new3\":{\"type\":\"textGrid\",\"enabled\":\"1\",\"fields\":{\"gridItems\":{\"sortOrder\":[\"new1\",\"new2\",\"new3\",\"new4\",\"new5\",\"new6\",\"new7\",\"new8\",\"new9\",\"new10\",\"new11\",\"new12\",\"new13\",\"new14\",\"new15\",\"new16\",\"new17\",\"new18\",\"new19\",\"new20\"],\"blocks\":{\"new1\":{\"type\":\"6\",\"fields\":{\"heading\":\"1. Do your research\",\"text\":\"Identify key search terms, words and phrases, and check out competitors’ sites.\"}},\"new2\":{\"type\":\"6\",\"fields\":{\"heading\":\"2. Work out where you are now\",\"text\":\"Work out where you are now—As soon as possible, keep a regular record of where your site currently ranks in search results, using various words, phrases and questions.\"}},\"new3\":{\"type\":\"6\",\"fields\":{\"heading\":\"3. Work out where you want to be\",\"text\":\"Define your goals early on so you can measure your progress and adjust your strategy as you go along.\"}},\"new4\":{\"type\":\"6\",\"fields\":{\"heading\":\"4. Make your content relevant\",\"text\":\"Search engines provide the most relevant results to a searcher’s query, so write content based on what people might search for.\"}},\"new5\":{\"type\":\"6\",\"fields\":{\"heading\":\"5. Improve the quality of your content\",\"text\":\"Publish helpful, useful articles, videos and other types of media that people will want to engage with.\"}},\"new6\":{\"type\":\"6\",\"fields\":{\"heading\":\"6. Think about user experience\",\"text\":\"Make sure your site is easy to navigate, with plenty of relevant internal links to keep users on your page for longer.\"}},\"new7\":{\"type\":\"6\",\"fields\":{\"heading\":\"7. Ensure your site is responsive\",\"text\":\"s your website designed to resize for viewing on desktop, tablet and mobile devices? It should be.\"}},\"new8\":{\"type\":\"6\",\"fields\":{\"heading\":\"8. Include plenty of internal links\",\"text\":\"This helps pushes traffic around your site, building higher ‘trust signals’ for Google, and gives your audience more to read.\"}},\"new9\":{\"type\":\"6\",\"fields\":{\"heading\":\"9. Write meta descriptions\",\"text\":\"This short paragraph of text under your page’s URL in search results can really improve the chance of someone clicking on it.\"}},\"new10\":{\"type\":\"6\",\"fields\":{\"heading\":\"10. Include title tags\",\"text\":\"These few key words describing the page and your brand name tell visitors and search engines what your site is about in the most succinct way possible.\"}},\"new11\":{\"type\":\"6\",\"fields\":{\"heading\":\"11. Tag your images\",\"text\":\"Search engines cannot ‘see’ images but they can ‘read’, so it’s important to describe any pictures you upload to your site.\"}},\"new12\":{\"type\":\"6\",\"fields\":{\"heading\":\"12. Create evergreen content\",\"text\":\"More thoughtful and practical advice-based articles can create better results over the long term. Top 20 list, anyone?\"}},\"new13\":{\"type\":\"6\",\"fields\":{\"heading\":\"13. Consider your domain name\",\"text\":\"Having a ‘keyword-rich’ domain name can improve ranking but can also lead to closer scrutiny by search engines.\"}},\"new14\":{\"type\":\"6\",\"fields\":{\"heading\":\"14. Think about headlines\",\"text\":\"Make headlines as snappy, attractive and descriptive as possible, and stay away from clickbait.\"}},\"new15\":{\"type\":\"6\",\"fields\":{\"heading\":\"15. Turn on comments\",\"text\":\"This helps generate a community of engaged users and, whatever their opinion of your content, you’ll know it’s being read.\"}},\"new16\":{\"type\":\"6\",\"fields\":{\"heading\":\"16. Go social\",\"text\":\"By using social media channels as a genuine way to interact with customers, you can help generate interest in your brand and drive traffic to your site.\"}},\"new17\":{\"type\":\"6\",\"fields\":{\"heading\":\"17. Watch your on-site advertising\",\"text\":\"Intrusive ads can destroy the pleasure of viewing your content and also slow your site down (not good for SEO).\"}},\"new18\":{\"type\":\"6\",\"fields\":{\"heading\":\"18. Avoid keyword stuffing\",\"text\":\"Some search engines will actually penalise you for obviously overusing certain keywords on your pages.\"}},\"new19\":{\"type\":\"6\",\"fields\":{\"heading\":\"19. Be aware of duplicated content\",\"text\":\"If two sites publish identical content, search engines will only index one of those pages.\"}},\"new20\":{\"type\":\"6\",\"fields\":{\"heading\":\"20. Don’t hide links and text\",\"text\":\"Doing things like hiding white keyword-stuffed text on a white background or hiding a link in a full stop is likely to be punished by search engines.\"}}}}}},\"new4\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"Follow these tips and you’ll be well on your way up the rankings in no time!\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24872,28075,1,'How to really consult your stakeholders','2021-07-23 06:19:20','2021-07-23 06:19:20','308b3a00-fe3a-433b-8c5e-bf9890e999ae',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-BpDlpLY30k\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new2\",\"new1\"],\"blocks\":{\"new2\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"Whether they are inside, outside, removed or closely involved—stakeholders have the insight businesses need for long-term growth and sustainability.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new1\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"If they are a stakeholder, they have a connection with you.\\n\\nAnd like any other relationship, they need to know their connection, time and opinions are valued.\\n\\nIt often takes an open mind to find what works for you and the stakeholder.\\n\\nFinding this place of mutual benefit can lead to business growth and longevity.\\n\\nWe’ve broken down our approach to nurturing stakeholder relationships for meaningful engagement.\\n\\n#### **Your stakeholder is anyone who can be impacted by your business.**\\n\\nOnce you really understand this, you’ll start to notice the cycle of impact between the stakeholder and your business. And, this is partly why we begin to engage with stakeholders—to understand how different groups are responding, reacting or behaving.\\n\\n#### **But who are they, really?**\\n\\nNow, go deeper to really understand the nuances of your stakeholder groups.\\n\\nYour engagement plan should be detailed enough to allow for different levels of accessibility, and demographic and cultural considerations. The better you nuance, the greater the feeling of respect and care you’ll engender.\\n\\n#### **What do I need to achieve here?**\\n\\nThere are varying degrees of impact across the common types of engagement—inform, consult, involve, collaborate and empower. Every impact is a win for you.\\n\\nBy inviting stakeholders to provide advice and guidance, you are showing interest and genuine regard for their opinions.\\n\\n#### **Let’s talk**\\n\\nA healthy and productive conversation is two-way. We pursue positive and productive conversations with stakeholders because we need to understand stakeholder perspectives, and we need to hear it from them.\\n\\n#### **Bye for now**\\n\\nThe conversation will close, but the relationship isn’t over. Stakeholders have given their time, effort and reflections. It’s your turn to respond with accuracy, timeliness and balance.\\n\\nThe truth is, these conversations take patience, a steadfast commitment to values, sometimes sacrifice, and always an open mind.\\n\\nAt NWO, we care about stakeholder engagement because we regularly witness the impact it has on the health of businesses and organisations.\\n\\nIs it important to you?\\n\\nTalk to us about stakeholder engagement today.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24873,28076,1,'The building blocks of branding','2021-07-23 06:19:20','2021-07-23 06:19:20','3fbfe25e-0866-45e1-9fdd-96049b4472dd',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-UBcW4IgaI5\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new1\",\"new2\"],\"blocks\":{\"new1\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"Through 20 years of branding experience, we’ve come to understand stakeholder engagement is essential for a brand to have cut-through.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new2\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"We’ve engaged with our clients’ stakeholders for many years and in many ways—ranging from formal, formative market research through to in-depth focus groups, workshops, community forums, brand satisfaction surveys and phone interviews.\\n\\nNo matter the method, what really counts is that we capture how people relate to your brand. That relationship leads to relevance and then the ultimate goal: resonance.\\n\\n#### **Relationship**\\n\\nEvery great brand is built on relationship.\\n\\nWhen you form healthy relationships with stakeholders, you open yourself up to a range of opinions. Generally, feedback gets more constructive as the relationship grows healthier.\\n\\nIf you’re the brand manager, it can feel a bit like tough love at first—but it does get easier.\\n\\n#### **Relevance**\\n\\nSo much more than a logo, brands are heavy with meaning for stakeholders. And so if the environment changes but your brand doesn’t, the meaning is lost.\\n\\nA lot of the stakeholder feedback we hear about brands is that they’re outdated or lack appeal. Without relevance, your stakeholders no longer feel the love.\\n\\nConstantly retune yourself to your stakeholders and you’ll keep fulfilling their needs.\\n\\n#### **Resonance**\\n\\nResonance is where understanding meets impact.\\n\\nA brand rich with resonance is the holy grail of marketing and, true to legend, few reach it.\\n\\nThat’s because resonance means your brand is a perfect fit for your stakeholders’ environment, pain points, wants and emotional connection.\\n\\nResonance engenders attention and respect, and turns want to need.\\n\\nAnd when stakeholders can’t live without your brand? Happy days.\\n\\n#### **The 3Rs start here**\\n\\nWhether you’re looking to name and brand or rename and rebrand, your brand journey starts with understanding your stakeholders.\\n\\nTalk to us about how to take your first steps.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24874,28077,1,'Seven mistakes people make building websites','2021-07-23 06:19:20','2021-07-23 06:19:20','5d1101ad-8a03-4b4b-856a-5cd3c9724d51',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-anLTeFZY0U\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new2\",\"new1\"],\"blocks\":{\"new2\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"The advertising you’ve done, the marketing budget you’ve spent, the countless planning meetings your team has attended—all that time and money you’ve invested has driven a potential customer to your website.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new1\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"Now is the moment.\\n\\nAfter months—maybe years—of effort, your potential customer will make their decision in seconds.\\n\\nThey may love what they see and continue to be interested. Or they may leave, with their memory of you going up in smoke and your investment with it.\\n\\nThat’s why it’s so important to build an effective website.\\n\\nFraming a website to contain everything you need is challenging. Some websites become too word-heavy, while others lack structure and narrative.\\n\\nGetting your website right from the beginning can save you a lot of pain in the long run.\\n\\nHere\'s our tips to tackling website mistakes.\\n\\n**1. Unacknowledged expectations**\\n\\nWhat do you expect your website to do for you? You want this investment to count, so be informed, decide what you need and be intentional with your allocated budget. There are only two options—either start with careful planning and consultation and spend a realistic budget, or jump in with assumptions … and experience scope-creep, frustration and the need to pour more money in later. Your time and money (and sanity) are too valuable to waste on option two. So, choose wisely.\\n\\nIt’s also important to understand the purpose of your website. A website for a website’s sake helps no-one. Your business is unique so your website should be, too. Make it crystal clear—state who you are, what you do and what you promise your customers. Set yourself up for success by providing your developer with a clear website purpose, an informed plan and a predetermined budget.\\n\\n**2. A guess is no good**\\n\\nAnalytics, metrics or key performance indicators (KPIs)—they’re all clever ways to study the website user journey. What do you need your website to achieve? This will depend on what kind of product or service you offer and the kind of experience you want to create for the user. Lay out your objectives and match them with KPIs.\\n\\nThere are plenty of ways to get insight into your website. Consider bounce rates, session duration or pages per session metrics. Or you could sharpen your content strategy by watching goal conversion rates of passive to active website users. Understanding your metrics and the goals you want to achieve will also help you to understand how your website interacts with its digital ecosystem.\\n\\n**3. It’s not for you**\\n\\nIt might be about you, but the website isn’t for you. Optimising your website starts with learning what your users are responding well to. How are they getting to your website? What kind of content are they reading? When do they read it? How long are they staying?\\n\\nBy understanding your metrics you can shape a truly effective website experience for your customers. It’s all in the detail—from content creation to search engine optimisation (we have some helpful tips [here](http://newwordorder.com.au/top-20-tips-seo/)).\\n\\n**4. Information overload**\\n\\nYour website is where your potential customers will go to check your credibility. Credibility is about trust. One way to build trust is to position yourself and your organisation as experts. However, credibility isn’t just about what you know—it’s about who you are. Include stories and testimonials about you and your organisation to avoid information overload. Then, potential customers will leave your website satisfied that you can be trusted ... and they\'re one step closer to doing business with you.\\n\\n**5. Losing the user**\\n\\nMany people complain about feeling lost on websites. The customer journey should be clear. If the information on your website is simple and structured, you can guide visitors on the path you’d like them to take. Use tabs and sub-pages for different categories, and make it logical. For best results, spend time studying user movements and running trials and tests. Over time your predictions will become more accurate as you get to know your audience.\\n\\n**6. Wasted words**\\n\\nCapture your customers quickly. As we’ve previously discussed in our Writing for (readable) web article, there are some hallmarks we use when writing web copy for our clients. Here are a few of them:\\n\\n- short, effective sentences (say the same information with less)\\n- sub-headings and headings containing keywords\\n- everyday words the average reader can easily understand (plain English)\\n- direct language\\n- consistent, logical structuring of information.\\n\\n**7. Don’t be unfriendly**\\n\\nHow does your website display on mobile devices and tablets? Due to the growth in user visits from non-desktop devices, it’s now safe to say that an unresponsive website—regardless of your industry and demographic—will cost you customers and revenue. When your website isn’t responsive, your customers won’t look for the closest desktop computer ... they’ll look for another website. Instead, make your website as friendly as possible to give your customers the same quality of experience online that they experience offline.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24875,28078,1,'Pretty or powerful? And can you have it all?','2021-07-23 06:19:20','2021-07-23 06:19:20','2a579841-1c7f-400a-88fb-09e723f8a625',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-UxDAMYmx0G\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new1\",\"new2\"],\"blocks\":{\"new1\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"Being a commercial creative means someone is hoping, expecting and paying for a result.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new2\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"But just because something is creative in its execution doesn’t mean it’s going to be effective in achieving its goal.\\n\\nHere are five pitfalls to avoid when procuring creative services:\\n\\n* Hiring a single creative, like a designer, to be a whole creative team. Your supplier will end up working in one strength and many weaknesses.\\n* Procuring from a supplier who can use design software but isn’t a designer. The work will miss the mark despite looking okay.\\n* Working with a graphic designer who isn’t skilled in the type of design you need (like brand design). You’ll get a pretty logo lacking in brand story and meaning.\\n* Jumping straight into design without a strategy. You’ll receive design work that’s lovely, even beautiful… but not strategic.\\n* Failing to define what success looks like. Your supplier’s work will lack purpose. Instead, make sure you have a clear goal that measures the biggest outcome of all: return on investment.\\n\\nSo yes, creative work can be both pretty and powerful. And you can have it all… if you invest in a team of strategically focused creatives.\\n\\nCreative agencies cost more but are teams for a reason. We\'re much more powerful together than on our own.\\n\\nJust like a hand of aces vs a single 3.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24876,28079,1,'Why you need a six-month comms strategy for your website','2021-07-23 06:19:21','2021-07-23 06:19:21','cdbb181b-7e3f-47ed-8591-c99a4b875a9d',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-AgEbVkr4de\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new1\",\"new2\"],\"blocks\":{\"new1\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"YOU KNOW THE FEELING: AN AD PROMISE DRAWS YOU IN, YOU CLICK THROUGH TO THE WEBSITE AND YOU’RE IMPRESSED BECAUSE IT LOOKS SUPER SLICK.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new2\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"Then you actually read it. And now you’re disappointed because it doesn’t actually say anything other than the surface detail of a business.\\n\\n#### These websites are so common they’ve earned the term ‘brochure’ website. They look great, but that’s it.\\n\\nWe see it all the time and think it’s such a shame. Why? Because a website can be so. much. more.\\n\\nHow can your website escape the dreaded brochure effect? In short, don’t set and forget.\\n\\nGood websites move, breathe and live—just like your business does.\\n\\nEveryone knows it’s good practice to regularly update your website messaging and functionality. But you need to actually get around to doing it and—more importantly—have a reason for making a change.\\n\\n#### So, what’s your strategy?\\n\\nA website communication and engagement strategy has so many benefits. But the biggest one by far is SEO.\\n\\nBy biggest we don’t mean the most confusing or time-consuming. It simply boils down to content. Fresh content tells Google: This is who I am! This is what I do! See me! Hear me!\\n\\nGoogle’s algorithms are super clever because they serve up the sort of content people want. But it means Google can only give people the content they want if it knows about your business and what you’re offering.\\n\\nOf course, there are some technical aspects to consider. But your best SEO strategy is a long-term communications plan.\\n\\nDo you know what the next six months for your website content looks like? What can you offer your customers other than opening hours and where you’re located?\\n\\nBy developing a digital communications strategy, your website gets updated regularly, which helps Google share your message with the right people at the right time.\\n\\nPotential customers will find you, engage with you and trust you enough to get in touch.\\n\\nYou have so many options for interesting content. It could be a thought-leadership piece, event, media release, whitepaper, testimonial—the list can go on.\\n\\nWe have a huge amount of communications tools and angles we can develop to bolster your web presence.\\n\\nGoogle also loves a fast, responsive website. Optimising your website by using the latest version of your content management system will ensure your site is running smoothly and as fast as it can.\\n\\nLikewise, this will make your site more secure and help prevent security breaches (particularly important if you use WordPress).\\n\\nWe also offer long-term website maintenance plans. These include detailed server monitoring and ensuring your CMS and plugins are up-to-date.\\n\\nFor more critical sites, we offer zero downtime code-update deployments.\\n\\nTalk to us about a long-term strategy for your website so it can be more than just another ‘brochure site’.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24877,28080,1,'Break away from the same-same with custom illustration','2021-07-23 06:19:21','2021-07-23 06:19:21','6282e2a0-8c22-413f-a43f-804931d2364a',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-tiYExhhMPf\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new1\",\"new2\"],\"blocks\":{\"new1\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"There’s nothing more special than something made just for you.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new2\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"You hold it loudly and proudly for all to see—and they notice because there’s nothing else in the world quite like it. And this makes you treasure it that little bit more.\\n\\nThe dream of an illustrator is to have time, budget and ability to craft a bespoke masterpiece for every job that comes across the desk.\\n\\nThat dream doesn’t turn to reality very often. But that doesn’t mean your brand has to revert to using the same old stock illustrations everyone else uses either.\\n\\nThere are so many ways to get over those hurdles when a project doesn’t have time or budget to allow for a custom piece.\\n\\nA lot of the time, stock illustration can be tweaked to give it the edge it needs to stand out from the crowd.\\n\\nChange up the colours, mix up the style and jazz up the faces.\\n\\nSometimes stock forms the base for us to build something fresh. And other times there might already be the perfect stock illustration that tells the right story without much tweaking at all.\\n\\nWhatever the constraints—budget, time, brief—there’s always a way break free. It just takes some thinking outside of the box. If you’re drowning in a sea of same-same, come chat to us and we’ll get you out of there in no time.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24879,28082,1,'Break away from the same-same with custom illustration','2021-07-23 06:26:23','2021-07-23 06:26:23','6958a7d3-bffc-4731-98b1-4ecff3483a01',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-tiYExhhMPf\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new1\",\"new2\"],\"blocks\":{\"new1\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"There’s nothing more special than something made just for you.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new2\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"You hold it loudly and proudly for all to see—and they notice because there’s nothing else in the world quite like it. And this makes you treasure it that little bit more.\\n\\nThe dream of an illustrator is to have time, budget and ability to craft a bespoke masterpiece for every job that comes across the desk.\\n\\nThat dream doesn’t turn to reality very often. But that doesn’t mean your brand has to revert to using the same old stock illustrations everyone else uses either.\\n\\nThere are so many ways to get over those hurdles when a project doesn’t have time or budget to allow for a custom piece.\\n\\nA lot of the time, stock illustration can be tweaked to give it the edge it needs to stand out from the crowd.\\n\\nChange up the colours, mix up the style and jazz up the faces.\\n\\nSometimes stock forms the base for us to build something fresh. And other times there might already be the perfect stock illustration that tells the right story without much tweaking at all.\\n\\nWhatever the constraints—budget, time, brief—there’s always a way break free. It just takes some thinking outside of the box. \",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}},{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-amC4hnZM56\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-K9ZnVvlNxN\",\"content\":{\"fields\":{\"heading\":\"If you’re drowning in a sea of same-same, come chat to us and [we’ll get you out of there in no time](/contact).\",\"plainText\":\"\",\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-red\",\"textColour\":\"text-black\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24881,28084,1,'Break away from the same-same with custom illustration','2021-07-23 06:27:18','2021-07-23 06:27:18','b2bb88f7-1635-4c06-b7b2-02171c2305f1',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-tiYExhhMPf\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new1\",\"new2\"],\"blocks\":{\"new1\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"There’s nothing more special than something made just for you.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new2\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"You hold it loudly and proudly for all to see—and they notice because there’s nothing else in the world quite like it. And this makes you treasure it that little bit more.\\n\\nThe dream of an illustrator is to have time, budget and ability to craft a bespoke masterpiece for every job that comes across the desk.\\n\\nThat dream doesn’t turn to reality very often. But that doesn’t mean your brand has to revert to using the same old stock illustrations everyone else uses either.\\n\\nThere are so many ways to get over those hurdles when a project doesn’t have time or budget to allow for a custom piece.\\n\\nA lot of the time, stock illustration can be tweaked to give it the edge it needs to stand out from the crowd.\\n\\nChange up the colours, mix up the style and jazz up the faces.\\n\\nSometimes stock forms the base for us to build something fresh. And other times there might already be the perfect stock illustration that tells the right story without much tweaking at all.\\n\\nWhatever the constraints—budget, time, brief—there’s always a way break free. It just takes some thinking outside of the box.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}},{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-amC4hnZM56\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-K9ZnVvlNxN\",\"content\":{\"fields\":{\"heading\":\"If you’re drowning in a sea of same-same, come chat to us and [we’ll get you out of there in no time](/contact).\",\"plainText\":\"\",\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-red\",\"textColour\":\"text-black\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24882,28085,1,'Break away from the same-same with custom illustration','2021-07-23 06:28:16','2021-07-23 06:28:16','d84e1915-33de-4320-9fda-6b13c3e7e1be',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-tiYExhhMPf\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new1\",\"new2\"],\"blocks\":{\"new1\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"There’s nothing more special than something made just for you.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new2\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"You hold it loudly and proudly for all to see—and they notice because there’s nothing else in the world quite like it. And this makes you treasure it that little bit more.\\n\\nThe dream of an illustrator is to have time, budget and ability to craft a bespoke masterpiece for every job that comes across the desk.\\n\\nThat dream doesn’t turn to reality very often. But that doesn’t mean your brand has to revert to using the same old stock illustrations everyone else uses either.\\n\\nThere are so many ways to get over those hurdles when a project doesn’t have time or budget to allow for a custom piece.\\n\\nA lot of the time, stock illustration can be tweaked to give it the edge it needs to stand out from the crowd.\\n\\nChange up the colours, mix up the style and jazz up the faces.\\n\\nSometimes stock forms the base for us to build something fresh. And other times there might already be the perfect stock illustration that tells the right story without much tweaking at all.\\n\\nWhatever the constraints—budget, time, brief—there’s always a way break free. It just takes some thinking outside of the box.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}},{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-amC4hnZM56\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-K9ZnVvlNxN\",\"content\":{\"fields\":{\"heading\":\"If you’re drowning in a sea of same-same, come chat to us and [we’ll get you out of there in no time](/contact).\",\"plainText\":\"\",\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-red\",\"textColour\":\"text-black\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24884,28087,1,'Pretty or powerful? And can you have it all?','2021-07-23 06:33:59','2021-07-23 06:33:59','0085caa7-e9c9-4fc9-8976-109960f3163e',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-UxDAMYmx0G\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new1\",\"new2\"],\"blocks\":{\"new1\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"Being a commercial creative means someone is hoping, expecting and paying for a result.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new2\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"But just because something is creative in its execution doesn’t mean it’s going to be effective in achieving its goal.\\n\\nHere are five pitfalls to avoid when procuring creative services:\\n\\n* Hiring a single creative, like a designer, to be a whole creative team. Your supplier will end up working in one strength and many weaknesses.\\n* Procuring from a supplier who can use design software but isn’t a designer. The work will miss the mark despite looking okay.\\n* Working with a graphic designer who isn’t skilled in the type of design you need (like brand design). You’ll get a pretty logo lacking in brand story and meaning.\\n* Jumping straight into design without a strategy. You’ll receive design work that’s lovely, even beautiful… but not strategic.\\n* Failing to define what success looks like. Your supplier’s work will lack purpose. Instead, make sure you have a clear goal that measures the biggest outcome of all: return on investment.\\n\\nSo yes, creative work can be both pretty and powerful. And you can have it all… if you invest in a team of strategically focused creatives.\\n\\nCreative agencies cost more but are teams for a reason. **We\'re much more powerful together than on our own.**\\n\\nJust like a hand of aces vs a single 3.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(24886,28089,1,'How to really consult your stakeholders','2021-07-23 06:47:17','2021-07-23 06:47:17','e75a1ac9-c433-4e29-af7f-8422d12a6580',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-pb6yRuUQJr\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":\"\",\"buttons\":\"\",\"sectionTitle\":\"\"}}}}},{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-BpDlpLY30k\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new1\",\"new2\"],\"blocks\":{\"new1\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"Whether they are inside, outside, removed or closely involved—stakeholders have the insight businesses need for long-term growth and sustainability.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new2\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"If they are a stakeholder, they have a connection with you.\\n\\nAnd like any other relationship, they need to know their connection, time and opinions are valued.\\n\\nIt often takes an open mind to find what works for you and the stakeholder.\\n\\nFinding this place of mutual benefit can lead to business growth and longevity.\\n\\nWe’ve broken down our approach to nurturing stakeholder relationships for meaningful engagement.\\n\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}},{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-023wqZnDwH\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-K9ZnVvlNxN\",\"content\":{\"fields\":{\"heading\":\"Your stakeholder is anyone who can be impacted by your business.\",\"plainText\":\"Once you really understand this, you’ll start to notice the cycle of impact between the stakeholder and your business. And, this is partly why we begin to engage with stakeholders—to understand how different groups are responding, reacting or behaving.\",\"sectionHeight\":\"h-screen\",\"backgroundColour\":\"bg-white\",\"textColour\":\"text-black\"}}}}},{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-ZC7YPx4oyi\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-K9ZnVvlNxN\",\"content\":{\"fields\":{\"heading\":\"But who are they, really?\",\"plainText\":\"Now, go deeper to really understand the nuances of your stakeholder groups.\\n\\nYour engagement plan should be detailed enough to allow for different levels of accessibility, and demographic and cultural considerations. The better you nuance, the greater the feeling of respect and care you’ll engender.\",\"sectionHeight\":\"h-screen\",\"backgroundColour\":\"bg-white\",\"textColour\":\"text-black\"}}}}},{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-4fsgssb3iu\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-K9ZnVvlNxN\",\"content\":{\"fields\":{\"heading\":\"What do I need to achieve here?\",\"plainText\":\"There are varying degrees of impact across the common types of engagement—inform, consult, involve, collaborate and empower. Every impact is a win for you.\\n\\nBy inviting stakeholders to provide advice and guidance, you are showing interest and genuine regard for their opinions.\",\"sectionHeight\":\"h-screen\",\"backgroundColour\":\"bg-white\",\"textColour\":\"text-black\"}}}}},{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-zK1GdW2Vy7\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-K9ZnVvlNxN\",\"content\":{\"fields\":{\"heading\":\"Let’s talk\",\"plainText\":\"A healthy and productive conversation is two-way. We pursue positive and productive conversations with stakeholders because we need to understand stakeholder perspectives, and we need to hear it from them.\",\"sectionHeight\":\"h-screen\",\"backgroundColour\":\"bg-white\",\"textColour\":\"text-black\"}}}}},{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-wWO0nagqvx\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-K9ZnVvlNxN\",\"content\":{\"fields\":{\"heading\":\"Bye for now\",\"plainText\":\"The conversation will close, but the relationship isn’t over. Stakeholders have given their time, effort and reflections. 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the complex: Fifteen years of marketing schools','2021-07-23 07:26:56','2021-07-23 07:26:56','9d5cb43f-0a00-48bb-9d48-568c84fcfa3a',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'[{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-WAYo0QEnCs\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-0jFlVakMTB\",\"content\":{\"fields\":{\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-white\",\"textBuilder\":{\"sortOrder\":[\"new1\",\"new2\"],\"blocks\":{\"new1\":{\"type\":\"heading\",\"enabled\":\"1\",\"fields\":{\"headingText\":\"After 20 years of marketing—including 15 years working with schools across Queensland and New South Wales—I am steadfast in my belief that there is no marketing challenge as complex as that faced by schools.\",\"headingColour\":\"text-black\",\"headingSize\":\"text-2xl\"}},\"new2\":{\"type\":\"text\",\"enabled\":\"1\",\"fields\":{\"text\":\"In what other industry would you find thousands of individual stakeholders—students, parents, teachers, alumni and more—all with do-or-die expectations?\\n\\nOr an environment that can, quite honestly, change the trajectory of children’s lives?\\n\\nThen you have the two very distinct markets—internal and external—often with very different needs that need to be met with minimal budgets.\\n\\nThe experience of school changed little for nearly a century but, in the past 20 years, it has evolved in such leaps and bounds that today’s parents struggle to recognise it.\\n\\nPhilosophically, there are few industries I can think of that have such a strong evidence base to guide practice—here I’m thinking of teaching and learning—yet the required outcome is often diametrically opposed to it. Looking forward to the arrival of ATAR, anyone?\\n\\nIt’s little wonder that I find the business of marketing schools endlessly fascinating.\\n\\nOnly this morning I was in another principal’s office, talking through these very complexities. In our conversation, we touched on what I’ve discovered over the years are three bedrock principles every school needs as their marketing foundation. They’re my way of transforming a little of the complex into the simple.\",\"textSize\":\"text-xl\",\"textColour\":\"text-black\"}}}},\"buttons\":\"\",\"sectionTitle\":\"\"}}}}},{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-Esbo1iQq5g\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-K9ZnVvlNxN\",\"content\":{\"fields\":{\"heading\":\"1. Work out what makes you unique\",\"plainText\":\"Marketing and enrolments teams live and die by their numbers. \\n\\nIt is endlessly tempting, then, to try to go wide in your appeal so that you create the biggest possible net. \\n\\nIn practice, though, it means no-one knows what you stand for. \\n\\nThe better alternative is to embrace what makes you unique and then market that hard. You’ll end up attracting families that are the right fit for you and work hard as your ambassadors. \\n\\nInternally, there’ll be great cohesion, too, because you’ll attract and retain great educators who get what you’re about and support it in their words and actions.\",\"sectionHeight\":\"h-screen\",\"backgroundColour\":\"bg-white\",\"textColour\":\"text-black\"}}}}},{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-v1FFRTuEFs\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-K9ZnVvlNxN\",\"content\":{\"fields\":{\"heading\":\"2. Don’t be afraid to like you’re unique\",\"plainText\":\"If you’re bored one day in your office, try this game. \\n\\nGet ads from three schools, and then block out their hats and uniforms. Can you still tell them apart? \\n\\nIt astounds me that we continue to use sterile, look-alike images—hey, here’s a girl in a lab coat with a test tube as proof that we promote girls in STEM!—that don’t reflect the day-to-day experience of what it is to learn at your school. \\n\\nCelebrate your uniqueness—and set yourself apart from your competitors—by choosing unique visual styles and photography.\",\"sectionHeight\":\"h-screen\",\"backgroundColour\":\"bg-white\",\"textColour\":\"text-black\"}}}}},{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-cMg5IvARdG\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-K9ZnVvlNxN\",\"content\":{\"fields\":{\"heading\":\"3. Now stay unique\",\"plainText\":\"Over time, teachers and leaders of schools get to know each other pretty well. \\n\\nPrincipals, in particular, know other schools like bookies know racehorses. The net result in marketing is that your great idea quickly becomes next year’s norm… and after a few years, what was edgy is simply outdated. \\n\\nWise schools invest in a middle ground here. \\n\\nThey start off strong and then review and refresh their brand every year or two. \\n\\nThat way, subtle tweaks don’t destabilise your internal audience but you stay fresh and relevant externally.\",\"sectionHeight\":\"h-screen\",\"backgroundColour\":\"bg-white\",\"textColour\":\"text-black\"}}}}},{\"type\":\"vizyBlock\",\"attrs\":{\"id\":\"vizy-block-3XrIiJiL9w\",\"enabled\":true,\"collapsed\":false,\"values\":{\"type\":\"type-K9ZnVvlNxN\",\"content\":{\"fields\":{\"heading\":\"Want to know more?\",\"plainText\":\"Suzanne advises schools on sustainable marketing strategy that helps them get the most from their internal resources. To chat, phone 07 3334 8340 or email suzanne@newwordorder.com.au.\",\"sectionHeight\":\"h-auto\",\"backgroundColour\":\"bg-red\",\"textColour\":\"text-black\"}}}}}]',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(27207,30410,1,'Ryan Murray - Brand Audit Submission - 26 Jul, 2021','2021-07-26 03:59:06','2021-07-26 03:59:06','79ade245-e036-4f61-9497-61956cc58f9e',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'Test','another test','I have great values','about our culture','This is about my people',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),