Wednesday, January 15, 2014
Friday, March 22, 2013
When Hawthorn player Cyril Rioli spectacularly marked a football last year he did so in the heat of the moment, for the team, for the game.
But Rioli's effort also provided a rich source of content for the 100 plus communications staff employed by the Australian Football League (AFL).
The flying mark, a unique feature of Australia's own football code, is a highly visual demonstration of the game's athleticism.
The communications staff quickly seized the Rioli moment as a content marketing opportunity to spread the imagery across its own multiple platforms and make sure it was talked about in bars, clubs and taxis throughout the football world..
The League's own online commentary team endlessly talked about it, the imagery was available to fans on their mobile phones and it was plastered across the official website which attracts 3.2 million unique visits every month.
The AFL is one of Australia's pioneers in content marketing. Throughout the coming 2013 season the League and its clubs plan to offer fans a rich sporting smorgasbord of:
- Scores and game highlights
- Breaking news gathered by its in-house journalists
- Videos, images, ladders, tables, ratings and other graphics
- Game analysis from its commentary teams
- Online and on demand TV shows
- Audio captured from the training park and after the final siren
- Player profiles and bios
- Historical information and quirky insights
- Fan comment
- ...plus endless lists categorizing players, game highlights and other data in endless ways
This season the football playbooks will be matched by the content marketing playbooks of the AFL's marketers singularly focused on using compelling content to drive fan loyalty.
Thanks to a presentation by AFL Head of Content Matt Pinkney
at the recent Content Marketing World conference in Sydney.
Saturday, April 30, 2011
A picture is worth a thousand words
Today our lives are so busy and time poor we rely on images as short cuts to help us process information and make decisions.
Media organisations have a constant appetite for images for their screens, on-line pages and portals. Even radio station websites cry out for pictures. That means a not for profit, business or agency that can offer compelling video or digital imagery to communicate its cause increases the likelihood of getting its story told.
Think about the imagery associated with your story before even approaching journalists You can supply your own photos and video to the media. This can work well with local papers and other small outlets with limited staff, however it rarely satisfies larger media organizations that need broadcast or print quality imagery. The best approach with them is to set up deliberate opportunities at your event for their news photographers and TV crews to get good pictures.
Good imagery - whether video or photographs – graphically and emotionally depicts what your organisation does. It might show a client using a service, staff helping someone or some picture-worthy aspect of your operation. The more emotion an image sends, the more likely the media will use it and the more likely they will report your story.
Imagery is so important you need to think through about what you can provide and then how you could describe your imagery over the phone to a TV producer or reporter. If you plan to send imagery to a local outlet regularly it is certainly a good investment in time and money to get a commercial photographer to help you or build up your own in-house skills.
Tuesday, November 30, 2010
I was recently interviewed on the US podcast The Marketing Edge.
The Marketing Edge is among the Internet's longest running marketing and public relations podcasts. It is hosted by Albert Maruggi, a communicator with 25 years experience in marketing and PR in America's business, technology, health and public affairs sectors. Albert is also a frequent speaker and conducts workshop sessions on new media.
We talked about using social media to share stories of the wartime sacrifices of previous generations. This comes from work I'm currently involved in with the Australian War Memorial in Australia's capital, Canberra.