Content

What is a Fat Funnel? Your guide to the marketing concept sweeping the B2B world

The leading B2B companies in Australia are all focusing on their fat funnels – a unique approach that is essential for any company focused on selling complex, high value products with long sales cycles.

Keeping content original in the age of generative AI

ChatGPT has made it possible to create readable, usually accurate content in seconds, potentially opening the floodgates for companies to create huge volumes of content. But if everyone is doing it, then it stops being a way to stand out. There’s already more content being created than humans will ever have the time to read, so pretty soon the SEO bots will stop rating this sort of content as well.

How to maximise ROI in your B2B marketing

As a business owner or marketer, you want to ensure that your marketing efforts yield a positive return on investment (ROI). In B2B marketing, it’s especially important to be strategic and focused in order to maximise the ROI from your marketing efforts. In this blog post, we’re looking at tips to help you get the most out of your marketing efforts. Identifying your goals The first step in maximising your ROI is to identify your goals. What are you looking to achieve through your marketing efforts? Are you looking to build brand awareness, educate your audience, or generate leads? It’s important to have a clear understanding of what you want to accomplish, so that you can select the right marketing tactics and measure success accordingly. Once you’ve identified your goals, the next step is to ensure that your marketing campaign and measurement methods align with [...]

Did ChatGPT just kill content marketing?

The rise of ChatGPT has led many to question the future of content marketing – and more specifically, how the content that fuels a content marketing strategy is created. With the ability to generate high-quality content quickly and at scale, is there even a place for human-generated content anymore? In this blog post, we’ll explore this question and provide insight into the future of content marketing in 2023. The advantages of AI-generated content It’s true that AI language models like ChatGPT can generate high-quality content that rivals or even surpasses the quality of content generated by SEO agencies or offshore writers. This is due to the advanced algorithms and vast amounts of data that these models are trained on. However, this doesn’t mean that content marketing as we know it is dead. In fact, relying solely on AI-generated content could actually be the kiss of [...]

Debunking common content marketing myths

A few years ago, content marketing was all the rage. While some of the buzz has died down, smart companies in the B2B space continue to use content very effectively, but many others can still get it very wrong. The sheer volume of low-value content out there may have given the concept a bad name, but it creates a better opportunity than ever before to stand out by doing things well. Here we look at what to do and what not to do. What is content anyway? When we talk about content, we mean any information that is valued by the person reading it. Whether it’s blogs and articles, or whitepapers, or graphics, or video – it’s information that goes beyond just getting your sales pitch across, and is something that people would be interested in reading or watching, whether or not they’re immediately planning [...]

How to work with Monkey Media to to educate the market

When your solution is unique or complex, it can be a challenge to get acceptance from the industry. It’s not something that can be done overnight, but by a consistent approach to educating the market you can change hearts and minds and create new demand. Many companies also find that their customers have ‘pigeon-holed’ them for a particular product. An education campaign can help show existing customers that your offerings are much broader. It’s also important to let the market know when you have a new product or service available. We can help you educate both your current customers and new prospects about what you offer.  B2B buying decisions often involve numerous decision makers, so it’s also important to be able to communicate different but consistent messages with different levels. Some of the sector’s most innovative companies work with Monkey Media to educate the market [...]

Webinar content: what value is it offering?

The content of a webinar or Virtual Conference is what will get people to register, so you need to be offering high quality information and engaging speakers. Think about what your identified target audience and potential customers would want to learn about and create a program around their interests and pain points. You need to be thinking about the webinar content in terms of what value you can give the people watching, rather than focusing on direct promotion of your business.  Monkey Media Managing Editor, Laura Harvey, creates the programs for the company’s Virtual Conferences and said the choice of speakers can play a big part in the success.  Monkey Media has run several Virtual Conferences in 2020, including Digital Utilities, Disaster Management, Asset Management for Critical Infrastructure, Flow Technology, and Smart Cities. “You need to decide if you will use an internal speaker from [...]

Spoilt for choice: What it’s like working with marketing experts

We don’t all sit in an office filled with creatives, but I do, and sometimes I forget how lucky I am to just be able to have something produced to help get my message across. The other day we were talking about how helpful a video would be to explain how speed networking works at our conferences. I put some ideas together and mocked up something that was, in all honesty, pretty terrible, then asked my video expert to take over. Next minute we’ve got an instructional video complete with moving graphics, smooth transitions and a professional voiceover. This kind of stuff happens all the time as my newly designed business cards will show you. We’re pitching for a new client? The design team turn my somewhat boring text into a colourful, easy-to-read, well laid out masterpiece. Need to [...]

The most important marketing question

You could be forgiven for thinking the most important marketing question of 2019 is “How many social media followers do you have?” It’s not. Now, as always, the most important marketing question you should ask yourself is not about marketing at all. Marketing should exist to support your business goals, so the first thing you need to be clear on is what they are, then you can plan marketing around helping you achieve them. Monkey Media Operations Manager, Kirsty Hutton, says it’s important to consider a number of factors before creating a marketing plan. “Of course the first step has to be defining your business goals, then making a plan to achieve them. We take a step back and consider the big picture. Things like the state of the industry, your competition and your own strengths are all looked at. Then we work out what [...]

More than just magazines

Monkey Media, the publisher behind some of Australia’s biggest trade magazines does more than just print mags. The growth from creating magazines into full service marketing for businesses within the industry was a natural one. Utility Publisher, Chris Bland, said the marketing services branch of the business grew organically as advertisers began to ask if more could be done to help their brand. “I’d always known our journalists and editors had a unique set of skills, in that they could speak the language of the industry as well as craft this into interesting articles. The businesses who were advertising with us also realised this combination of skills is rare and demand for the marketing services grew from that,” said Chris. How did a magazine publisher become a marketing agency? Initially just doing some content writing for smaller clients, the agency side of Monkey Media has [...]