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Corpwrite bucks the trend of scaling back staff during COVID-19

By Nicola Field, Associate Director, Corpwrite 

Corporate communications specialist Corpwrite, is bucking the trend of scaling back staff. By growing its team, Corporate is able to serve the holistic needs of clients, and that’s good for revenue growth. 

Communications specialist Corpwrite, is no stranger to challenging times. As Director and Co-founder Anthony O’Brien explains, “Myself and Chris Walker set up the business in 2008 – just as the global financial crisis was kicking in. Several years later, as the business was really starting to ramp up, Chris was diagnosed with cancer, and was forced to take a backseat in the business to focus on his health.”

Sadly, Chris passed away in 2016. But despite the setbacks, Anthony was determined for Corpwrite to reach its full potential.

“What I took from those tough times was a really clear sense that a small business can get through some tremendous challenges. But it’s up to you – as the owner – to take charge of that survival process. You can’t simply hope the situation will turn itself around.” Continue reading “Corpwrite bucks the trend of scaling back staff during COVID-19”

In hibernation, communication keeps you connected to customers

By Nicola Field, Associate Director, Corpwrite

In hibernation, communication keeps you connected to customers

The best decision I’ve made so far in 2020 was taking my 13-year-old son to London. It was a blast – but amid all the history and hustle of London, it was the squirrels that enchanted Nicholas.

A particular point of interest was the way squirrels hibernate during the UK’s cold winter. Frankly, I suspected the Hyde Park squirrels long ago ditched any notion of hibernation, preferring instead to live off the rich pickings of London’s year-round tourist trade. Nonetheless, I explained that squirrels stock up on nuts in summer to survive the leaner months.

When Nick asked how they know to prepare for hibernation, I was flummoxed. Maybe squirrels hand the message down across generations. Maybe it’s instinctive. Whatever the case, they do it, and it works.

So, I was intrigued when just weeks later, Prime Minister Scott Morrison suggested that Australian businesses should go into hibernation as part of the COVID-19 lockdown.

It was a euphemistic way of saying “shut down until this is all passes by”. The trouble is, hibernation isn’t on the agenda of any business. It’s doubtful that even the best-laid continuity plans anticipate a near-total closure of activities for months on end.

The bottom line is that unlike squirrels, businesses don’t have a proverbial stash of nuts to get through the Coronavirus winter. Continue reading “In hibernation, communication keeps you connected to customers”

How Cricket Australia bounced back from defeat

By Anthony O’Brien for Leadership Matters,  December 2019

For many sports fans and members of the media, 24 March 2018 is a day that will forever live in infamy for Australian cricket.

To recap, Australia was playing a crucial test in Cape Town, South Africa, and the locals were on top. To try and stem the flow of runs, David Warner and Cameron Bancroft hatched a plan to use sandpaper on the red ball to help it swing. Simply put, a swinging cricket ball is harder to hit or can increase the chances of getting unwary batsmen out. The bottom line, whether you take sandpaper, dirt, or Brylcreem to a ball, is that it’s a form of cheating. In other words, it’s just not cricket.

Continue reading “How Cricket Australia bounced back from defeat”

Three top tips for 2019

By Anthony O’Brien, Professional Planner, January 19, 2019

With plenty of Australians still in holiday mode, January is the perfect opportunity to take stock of the wins and losses from last year and rip into fine-tuning the marketing plans for 2019.

Moreover, with plenty of global and local challenges, such as Brexit and the looming federal election, it always makes sense to get a jump on the competition.

Continue reading “Three top tips for 2019”

PR and content marketing work best in tandem

By Anthony O’Brien for Professional Planner, 29 May 2018

Content marketing and public relations are similar beasts and don’t let the marketing cognoscenti tell you any different.

There are those who continue to believe PR is headed the way of the dodo, with the emergence of social media. It hasn’t – and it won’t. What has probably changed is the way savvy companies use PR in tandem with social media to reach more eyeballs.
Why combine PR with content marketing?

Quality PR and content marketing share common ground. Both try to generate content by tracking the latest developments and trends across the industries wherein they operate.

Continue reading “PR and content marketing work best in tandem”

Market your advice to the next generation

By Anthony O’Brien for Professional Planner, 21 May 2018

Millennials are about to surpass baby boomers as America’s most significant living adult generation, according to population projections from the U.S. Census Bureau.
In Australia, it’s fair to say we’re headed in the same direction as the US. We also know the digital generation buy and consume products very differently to older generations, and have more disposable income according to the ABS.

Given the next generation’s burgeoning buying power and the imminent transfer of wealth expected from older to younger generations, the so called Millennial age cohort has become a lucrative client prospect for financial advisors.

For those marketing to Millennial clients, it’s important to ask whether what you’re doing is likely to resonate or is even in the right ballpark.

Continue reading “Market your advice to the next generation”

Ambiguous content is a bad idea

By Anthony O’Brien for Professional Planner, 30 April, 2018

Content marketing has been king for several years now, as companies clamour to reach and engage with their target audience.

The ubiquity of content marketing has subsequently created a fierce debate about what represents content and what is real news.

I read with interest a recent university study of PR professionals in the US that demonstrated 64 per cent of survey respondents believe that, within five years, most people will not be able to tell the difference between paid content, such as an advertorial, and real news journalism.

In the era of fake news, the line has unquestionably been blurred, as content and traditional journalism jostle to reach as many eyeballs as possible.

Continue reading “Ambiguous content is a bad idea”

The long and the short of ‘thought-leadership’ vs sales

By Anthony O’Brien for Professional Planner, 26 February 2018

Agencies have different ideas about how to produce cut-through content. Some will tell you that the key is the quality of the writing or videos you’re dishing up. Others will tell you that if you don’t have your search engine optimisation and reach down pat, you’ll be behind the pack. But this advice addresses only the delivery of your content. You also need to make a decision about its purpose.

You must decide whether the content you are creating is to be used for thought-leadership or as sales.

Continue reading “The long and the short of ‘thought-leadership’ vs sales”

It’s easy to see why video is taking over

By Anthony O’Brien for Professional Planner, December 12, 2017

Video has been a marketing star of 2017 and its future looks even brighter. Cisco researchsuggests audio-visual content will represent 82 per cent of consumer internet traffic by 2021, up from 73 per cent in 2016.

If you don’t have video content on your website, then add it to your to-do list for 2018. A video is perfect for our busy times. It’s easy to consume, engaging and enables your business to tell a story in a short time. It’s also relatively cost-effective.

Continue reading “It’s easy to see why video is taking over”

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