My First Piece, All Over Again

When I first started out in journalism, my first ever piece was published in Buzz Magazine, the "biggest" street press in South-East Australia (it asked you to take out a ruler and measure.) I remember holding it in my hands, proud as a father taking home his newborn. Of course, as time marched on, the afterglow of publication dimmed. (When you're an editor, you sell the dark lightbulb for ad space.)

I'm chuffed to say I experienced it again over the weekend, as Pascall published a social post I helped create (the post ideas and action copy) for their Better Together campaign. It was a lot of fun to make with the entire Online Circle Digital team - I'm so grateful for my time there and how it turned out! See it below:

Rely on friends to warm up your winter moments. Get cosy with our delicious duo - Pascall Marshmallows and Cadbury Hot Chocolate! #Pascall #Cadbury #lollies #NewZealand #BetterTogether

12 Likes, 1 Comments - Pascall (@pascalllollies) on Instagram: "Rely on friends to warm up your winter moments. Get cosy with our delicious duo - Pascall..."

Drawing Attention: Script for Animated Ad!

Just a short note to showcase this awesome new ad for my friends (and by my friends) at the Animation Company.

Sam and the Animation Company are one of my dearest clients, and I was lucky enough to help write the script for this short attention grabber. I was especially proud of the tagline I came up with - keep an ear out for it!

The Animation Company is a Sydney based corporate and business oriented animation studio. They're always creating engaging, informative and attention-grabbing animation in both 2D and 3D.

To find out more about the Animation Company (with website copy by me!), click here.

Think About It: are you adding content or transforming your business?

Below is a modified version of the Hysteria Magazine industry mailout.

In 2011, I finished my Masters’ thesis, Rock Sells Out: Australian rock journalism—cultural creation,industry influence and electronic evolution. The last part of my thesis dealt with the inevitable—print was in decline and new ways of delivering content and experiences was on the rise. This is before anyone thought of the concepts of 'distributed content' and how to engage Hysteria’s core demographic.

Even back in the doldrums of the early 2000s, the research was clear: people aren’t paying for content if they don’t have to. The onus was on us to innovate. The old models of engagement are over.

Journalists and content creators aren’t simply word monkeys any more: they have to be content producers AND search engine optimisers. There’s no going back to filing copy and putting your feet up after. This new age affords us many benefits. Streamlining a content experience on one device means better and greater opportunities for all.

Analytics. Hysteria Magazine is a completely digital experience. How do you know you’re making a return on investment placing an ad in print? You can guess. In reality, you don’t. By going digital, you tap into analytics. Analytics are cold, hard and accurate facts staring in the face of blind faith. For example:

We gather this information precisely and in real time. The CAB audit might show you how many titles are in circulation, not how many eyeballs are on pages. Do you know for sure your ad made a sale? Online content is an opportunity to refine one of your business' investments.

Engagement. Using our proprietary app and social channels,  you can unique experience tailored around specific media. Do you think about your business as having one function plus content, or does your content transform your business entirely?

Distributed content. Hysteria isn’t a mag, a website, an Instagram, a Twitter, a Facebook. It’s everything. One channel doesn’t drive traffic to the other—it’s the complete package. If you have content that doesn’t fit the traditional 'website as print substitute' model, we get creative. We maximise reach using our social and proprietary channels.
All of it is Hysteria.

Copywriting and content isn't simply "marketing" or having a "presence." If you have a website and social media, it transforms your business. You may not be a "content provider" or "news site," by trade. It's undeniable content forms part of your identity and how you communicate that identity to the world.  Content shouldn't be an afterthought. It should feel as important as what product you sell or what service you deliver. What people see is your business. That's how you should do business!