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03:20:48','18e72895-7ae0-4231-85ea-d17fe3961228',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(17366,17603,1,'Be heard across vertical markets and sectors','2021-05-18 03:20:48','2021-07-23 06:19:14','4de82002-0481-4b03-82d1-21755e7e2467',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,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),(17367,17604,1,'Be heard across vertical markets and sectors','2021-05-18 03:20:48','2021-05-18 03:20:48','45c637e5-4595-4286-b345-c8a9630ca84d',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'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.\n\nBusinesses 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\n<em>How do they use your product or service? </em>\n\n<em>What specific business benefit are they getting when they use it? </em>\n\n<em>What staff within the organisation use it the most?</em>\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.',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(17368,17605,1,'case-study','2021-05-18 03:20:48','2021-05-18 03:20:48','7fb62060-8e46-4797-a113-f09f95936929',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(17369,17606,1,'client-focus','2021-05-18 03:20:48','2021-05-18 03:20:48','af928794-ea9e-4cac-b6a6-979d9fcf5898',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(17370,17607,1,'client-service','2021-05-18 03:20:48','2021-05-18 03:20:48','00c3a196-9945-49c8-a813-852f40f1abf2',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(17371,17608,1,'State your client’s case','2021-05-18 03:20:48','2021-07-23 06:19:14','88a12588-0064-4434-80dd-c8c4904c56c0',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,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),(17372,17609,1,'State your client’s case','2021-05-18 03:20:48','2021-05-18 03:20:48','b508f90f-f2e7-4422-a285-e36e13fb1283',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'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.\n\nThat’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<ul>\n 	<li> What are they trying to achieve as a business?</li>\n 	<li>What specifically were they trying to achieve when they implemented your product or service?</li>\n 	<li>What was the situation or status quo prior to implementing your product or service?</li>\n 	<li>How did (or do) they find the process?</li>\n 	<li>Did your service meet or exceed their expectations?</li>\n 	<li>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).</li>\n 	<li>What was the final outcome?</li>\n 	<li>Can you put a dollar or other specific value figure on the outcome?</li>\n</ul>\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.',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(17373,17610,1,'project-management','2021-05-18 03:20:48','2021-05-18 03:20:48','6b7d18c9-671b-47da-a82c-ffd3206e5c14',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(17374,17611,1,'Common sense isn’t common','2021-05-18 03:20:48','2021-07-23 06:19:14','b68ad838-373d-4a13-aacc-e0dde99025d2',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,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),(17375,17612,1,'Common sense isn’t common','2021-05-18 03:20:48','2021-05-18 03:20:48','19c47c7d-8dbe-4167-a38a-d3d46e38a87d',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'A great deal of being successful in business is being practical, prepared and dedicated. Seems like common sense.\n\nYou could almost say ‘never put off till tomorrow what you can do today’.\n\nBut 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<em>Look before you leap … He who hesitates is lost.</em>\n\n<em>If at first you don\'t succeed, try, try again … Don\'t beat your head against a brick wall.</em>\n\n<em>Absence makes the heart grow fonder … Out of sight, out of mind.</em>\n\n<em>Haste makes waste … Time waits for no man.</em>\n\n<em>You\'re never too old to learn … You can\'t teach an old dog new tricks.</em>\n\n<em>Do unto others as you would have others do unto you … Nice guys finish last.</em>\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<em>That’s not the way we do things.</em>\n\n<em> It’s not my fault.</em>\n\n<em>That customer’s an idiot.</em>\n\n<em>It’s my way or the highway.</em>\n\n<em>The buck stops with me.</em>\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\n<em>This article first appeared in CCIQ’s Inform. We create, research and write this monthly e-zine, which goes out to businesses across Queensland.</em>',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(17376,17613,1,'How to read the media','2021-05-18 03:20:49','2021-07-23 06:19:15','3e33e559-0ad7-42f5-a97f-213903fbc83f',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,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),(17377,17614,1,'How to read the media','2021-05-18 03:20:49','2021-05-18 03:20:49','5f6ed5ca-66e5-4fb9-895d-30e0205e334c',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'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.\n\n<strong> </strong>\n\nAt 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\nHere’s how:\n\n<strong> </strong>\n\n<strong>Experts and gurus</strong>\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<strong> </strong>\n\n<strong>Bleeds it leads</strong>\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<strong> </strong>\n\n<strong>Chinese whispers</strong>\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<strong>Damn statistics</strong>\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<strong>Agenda and bias</strong>\n\nBack in the Obama-McCain race there was 25 seconds that beautifully demonstrated media bias. You can watch it <a href=\"http://www.youtube.com/watch?v=KTkqosRiyYo\">here</a>.\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<strong>Simple and simplistic</strong>\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<strong>Questioning headlines?</strong>\n\nMy last point is taken verbatim from journalist <a href=\"http://en.wikipedia.org/wiki/Andrew_Marr\">Andrew Marr</a> and his book <em>My Trade</em> 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<strong>What it all means</strong>\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.',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(17378,17615,1,'Corporatese to English','2021-05-18 03:20:49','2021-07-23 06:19:15','31065fca-5bae-49a3-b47a-5a52009b43dc',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,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),(17379,17616,1,'Corporatese to English','2021-05-18 03:20:49','2021-05-18 03:20:49','9a252c0d-2783-4f04-82a6-dcaf75acfb4d',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'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.\n\nWe have built our business on a sensed customer <strong><span>need</span></strong> 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 <strong><span>help</span></strong>ing, leading and connective skills are what we’d offer to any of our thousands of potentials – inclusive of and <strong><span>with</span></strong> regard to prospectives across the Brisbane and Queensland and Australasian <strong><span>business</span></strong> regionality. Therefore, does contacting New Word Order makes a case for your foremost responsibility toward your strategy regarding your business <strong><span>media?</span></strong>\n\nTaking this as a call to revolutionising content, <strong><span>we’d</span></strong> 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 <strong><span>love</span></strong>ly, ever-broadening, and exceptionally cultivated, understanding regarding <strong><span>to</span></strong> every comprehensive aspect within messaging strategies and best practice.\n\nAiding and multiplying the efficacy to <strong><span>give</span></strong> pursuit-led and driven engagement regarding consideration to <strong><span>you</span></strong> on our in-house specialities, strength and market-leading is an outstand.\n\nAttaining <strong><span>a</span></strong> results-based outcome <strong><span>hand</span></strong>-in-hand with dominant-paradigm appropriation and knowledge guarantees absolute marketing and communicated outcomes.\n\nOr, more simply:\n\n<a href=\"http://www.newwordorder.com.au\"><strong><span>Need help with business media? We’d love to give you a hand.</span></strong></a>',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(17380,17617,1,'Management is more than measurement','2021-05-18 03:20:49','2021-07-23 06:19:15','b22257f7-4ad7-4a00-8a8c-ac0a9656c823',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,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),(17381,17618,1,'Management is more than measurement','2021-05-18 03:20:49','2021-05-18 03:20:49','604d4033-139f-4eb5-9382-44ea5c16a262',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'Businesses in the service sectors have taken many management practices straight out of the factories of the 20th Century. Often they don’t work.\n\nLet 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 <em>you can’t manage what you can’t measure</em>. This company’s performance reviews were <em>not </em>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 <em>is </em>where value comes from in the service sector.',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(17382,17619,1,'social-media','2021-05-18 03:20:49','2021-05-18 03:20:49','3688f800-c215-4b80-9fb2-62c4812a1b3f',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(17383,17620,1,'target-audience','2021-05-18 03:20:49','2021-05-18 03:20:49','510c888d-bad1-4edb-8b76-c1434b68ed2d',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(17384,17621,1,'Talking to the kids: tips for marketing to Gen-Y','2021-05-18 03:20:49','2021-07-23 06:19:15','dd3de6b8-b7cd-4d37-88d1-dae5f48e2341',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,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),(17385,17622,1,'Talking to the kids: tips for marketing to Gen-Y','2021-05-18 03:20:50','2021-05-18 03:20:50','8b641dbd-59c9-4db5-b3ab-8de80e0a663b',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'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 <a href=\"http://www.marketingprofs.com/articles/2013/10599/five-steps-to-improve-your-marketing-to-generation-y\">interviews with 21 global marketing executives</a> 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<strong>1. Make it relevant</strong>\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<strong>2. Be where they are</strong>\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<strong>3. Activate conversations</strong>\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<strong>4. Enhance loyalty, be FAIR</strong>\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<strong>5. Have guts</strong>\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.',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(17386,17623,1,'Righting writing','2021-05-18 03:20:50','2023-06-06 03:03:39','9e50db93-0b91-41df-9428-25215059fcdb',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,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\":{\"new1\":{\"type\":\"heading\",\"enabled\":true,\"collapsed\":false,\"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\"}},\"new2\":{\"type\":\"text\",\"enabled\":true,\"collapsed\":false,\"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,'Righting writing','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.',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(17387,17624,1,'Righting writing','2021-05-18 03:20:50','2021-05-18 03:20:50','62084c5c-83d2-4b32-a2b8-ffa87d1d4a0a',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,'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.\n\nBut 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<strong>Trick #1: Talk like your audience</strong>\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<strong>Trick #2: WIRMI</strong>\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<strong>Trick #3: So nice you read it thrice</strong>\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.',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(17388,17625,1,'content-marketing','2021-05-18 03:20:50','2021-05-18 03:20:50','e817a3c8-cc66-48e4-b58e-ed89319f8eb5',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL),(17389,17626,1,'The year of content marketing','2021-05-18 03:20:50','2021-07-23 06:19:15','ce7180c4-9f6a-43a1-a60e-148dec7f056a',NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,NULL,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),