Growing to greatness – have regional newspapers found their white knight, and why should brands care?

Antony Catalano says he’ll grow (not shrink) his newly purchased regional newspaper empire to greatness, but is he really the white knight that many are hoping? And what does the acquisition mean for financial services firms seeking to reach the millions of potential customers living outside Australia’s capital cities?

Last week, journalists at five commercial TV newsrooms in regional Australia were informed of the bad news – they would no longer have jobs from Friday. WIN News said the newsrooms in Orange, Wagga Wagga, Albury, Dubbo and Wide Bay would be closed based on the “commercial viability of funding news in these areas”, or rather the lack thereof. It was just the latest in a string of bad news for regional newspapers and broadcasters, deemed a “devastating blow” for regional Australia by one reporter and dubbed a “crisis that demands government intervention” by the journalists’ union.

However, there was one announcement in recent weeks that seemed to represent some light at the end of the tunnel for regional media. The purchase of 160 regional and rural newspapers from Nine Entertainment in April by Antony Catalano has raised hopes of better times ahead for publishing outside of Australia’s biggest cities – and even increased optimism about the potential for white knights to emerge for the media sector more broadly.

That’s good news for brands trying to reach the large proportion of Australians living in regional areas. However, before we crack the champagne cork to celebrate a new era for local news, we need to see details of Catalano’s plan to turn around the business’s flailing advertising revenue.

With around 8 million people, or around 32% of the population, living outside of capital cities, this is a market too big to ignore.

The $115 million acquisition of Australian Community Media, which includes The Newcastle Herald and Canberra Times, by Catalano and Thorney Investment Group, marks the first major divestment by Nine after it acquired Fairfax last year. Of Fairfax’s newspapers, Nine only wants to keep the metropolitan mastheads — The Sydney Morning Herald, The Age and The Financial Review — as it focuses on high-growth digital assets, leaving the fate of the regionals hanging in the balance.

While few newspapers have had an easy time in recent years in the face of digital disruption, it is regional papers that are doing it particularly tough. ACM’s profits more than halved from $169 million in 2012 to A$67.5 million, as returns from Fairfax’s metro businesses rose by 26%. Regional broadcasters are also doing it tough.

So while the ACM acquisition price is a fraction of the $2.8 billion that Fairfax paid for the newspapers when it acquired rural press in 2007, it is encouraging that the buyers, as well as rival bidders from the world of private equity, have seen value in the business.

Focusing on the big guns

There had been considerable concerns that the business might be broken up, depending on the buyer, and that private equity especially might take the oft-followed route of increasing profitability by cutting costs and jobs. However, Catalano has been quick to say he wants to “grow the business, not shrink it to greatness” .  He said he hopes to avoid shutting any newspaper and doesn’t expect to shed staff, although he told the Sydney Morning Herald there is “some stuff” in the portfolio that doesn’t make sense, signalling some consolidation or closure of mastheads is likely.

Catalano has identified seven of ACM’s larger papers as key players in the group – The Newcastle Herald, Canberra Times, Illawarra Mercury, The Border Mail, The Examiner in Launceston, The Ballarat Courier and Bendigo Advertiser. He believes the populations these mastheads serve makes them valuable assets. He added that he plans to invest aggressively in these papers, noting that advertising sales are based on audience size, which is in turn linked to quality journalism.

Interestingly, Catalano has also said the Canberra Times should be producing its own political coverage. He wants to return the masthead to “its former strengths” as more of a national publication with a bigger influence in federal politics.

Why regional audiences matter to brands

For financial services companies seeking to convey their message to a broad audience, regional papers are an important way to reach people outside the major cities who may not read major metropolitan or national newspapers With around 8 million people, or around 32% of the population, living outside of capital cities, this is a market too big to ignore[i].

For companies targeting the Queensland market, the importance of regional audiences is particularly stark, with more than half of the population living outside of Brisbane, according to the Australian Bureau of Statistics.

For those offering retirement advice or investment services it’s also interesting to look at the varying demographics in regional areas. For instance, 30% of Newcastle Herald readers and 36% of Canberra Times readers are 65 years or older, compared to just 18-19% for the Australian Financial Review and the Sydney Morning Herald.

Achieving national reach

While any move to shore up the future of regional newspapers is positive for brand reach, the transfer of ownership at ACM may impact the way brands achieve coverage in these publications.

At Honner, syndication of stories through Nine (and previously Fairfax) newspapers has helped us achieve national coverage for clients without the need to engage with individual newspapers. An interview conducted by the Sydney Morning Herald for instance, can be simultaneously published across multiple regional publications.

The deal between ACM and Nine preserves the commercial relationships that have existed during Nine’s ownership of the business – including sharing of content between ACM publications and the metro publications – for a short transitional basis only.

Unless an ongoing content sharing deal is negotiated, financial services firms and the communications agencies who represent them will need to pitch stories separately to ACM or rely more on alternative channels for reaching achieving national reach.

The most obvious alternative is News Corp, which owns several regional publications—including The Illawarra Mercury and The Queensland Times—reaching around 3.2 million readers. Strong interviews or exclusive stories in The Australian often run in the publisher’s regional newspapers.

A less obvious  channel for achieving wide reach across metropolitan and regional areas is radio. At Honner, we’ve found that Radio Release, which distributes audio news releases packaged with audio grabs from the company spokesman, is an effective and efficient way of achieving coverage on multiple radio stations on behalf of our clients.

A company spokesperson needs to do only one interview, which will then be delivered to more than 500 commercial and community radio stations across metropolitan and regional Australia.

A pivot to radio is timely for brands given the medium is growing audiences at a time when other forms of “old media” are struggling. Despite the rise of many digital listening alternatives such as podcasts and music streaming services, industry data shows Australian commercial radio audiences reached an all-time high in 2018 and have grown by 12% over the past five years. The Infinite Dial Survey released by Edison Research in May found that radio is still the most popular audio platform, with 83% of the population aged over 12 listening to radio each week.

Grappling with digital will be key

So, back to the question of whether Catalano can save ACM – and develop a model that might be the saving grace of regional newspapers more broadly.

While he is right to believe credible journalism is key to the success of the titles, it is uncertain whether that alone be enough to turn around collapsing advertising revenue.

Earlier this month, Warren Buffett’s declaration that most conventional newspapers are “toast” highlighted the urgent need for publishers to solve the digital conundrum. While Buffet, whose company has acquired a series of mostly small newspapers in 30 different markets since 2011, has now come to the view that it’s the big newspapers, such as The Wall Street JournalThe New York Times and The Washington Post, that are likely to survive because they have devised a digital product and business model that will take them beyond the age of print.

The Washington Post was returned to profitability after Amazon CEO Jeff Bezos purchased the masthead in 2013 and used his internet savvy to turn around its fortunes. Bezos told CNBC in interview in September that his optimism at the time of the deal was based on the view that while the internet had destroyed most newspapers’ advantage, it offered “one gift; free global distribution”. While The Post’s old business model relied on generating a high revenue per reader, Bezos helped it develop a new strategy that focused instead on acquiring more readers.

Catalano told The Guardian he’ll grow revenue through a digital expansion of the newspaper titles he has purchased but hasn’t decided how. He said he’s still grappling with what the right model is for subscription for digital newspapers. He’s looking at a subscription model similar to the free-to-air’s streaming services, which would collect reader information for targeted advertising rather than putting up a paywall.

Whether Catalano is the white knight the sector has been hoping for will be borne out in time. However, it’s refreshing to hear media owners talking about investing in quality journalism, making this deal the brightest light on the horizon for Australian regional media we’ve seen in a long time. Watch this space.

[i] Australian Bureau of Statistics

Finding your authentic voice: Step 3 in the Honner Content Model, to Connect, Converse and Convince

We’re living in an era of low trust in experts – whether they are people, governments or organisations. The Australian financial services industry in particular has come under scrutiny as the fallout from the Royal Commission continues to bite. Yet according to PwC’s Global Consumer Insights Survey , more than one in three consumers surveyed ranked “trust in brand” among the top three factors, other than price, influencing their purchase decision.

So, when the Honner Content Team pulled together an outline of what a firm needs to do to transform its content marketing process – we recognised the need to elevate the idea of authenticity to be a major element of the process.

The Honner infographic: Turning Content Marketing into Conversations details the key steps to executing a winning content marketing program and how to nurture a conversation with your customers.  In last week’s blog we dealt with the Ideation and Mapping stepIn this week’s blog, we’re focusing on the important third stage of the process – Seek Authenticity.

The need for firms to be authentic has altered the content marketing landscape in recent years as consumers are becoming increasingly immune to the traditional communication practices and are fatigued with paid and owned promotions. But many firms are still struggling to understand the importance of integrating authenticity into their content marketing.

So as a content marketer – how do you embrace and embody an authentic approach? Here are eight strategies that bring a more authentic style to your content marketing process:

1. Find your voice: Customers today will ignore self-promotional, and biased or manipulative, content. People want to connect to other people – not bland corporations – and one of the biggest mistakes we see at Honner is a lack of personality with content. A brand voice allows a firm to deliver this personality. It could be entertaining, quirky, or inspiring and help to differentiate your firm – especially in the financial services sector as the language many financial services firms use is notorious for still feeling artificial, convoluted and product focused.

In our observations, fintech companies seem to be more likely to embrace a stronger brand voice with good examples including RevoultMonzo and one of my favourites Atom Bank. Also check out WealthSimple (“This totally jargon-free investing course will turn you into a financial genius in less than 45 minutes”).

2. Harness the power of user-generated content (UGC): Some of the most authentic forms of content you can use are produced by your own customers (user generated content). According to recent research by Stakla, the influence of User Generated Content is unmatched across industries. Nearly 80% of people say user-generated content highly impacts their purchasing decisions (up from 60 percent in 2017), but marketers are still slow to adopt the use of UGC.

Tripadviser is the ultimate example of afirm which grew into a global brand based on the wisdom of the crowds and an ever-growing army of contributors who provide their services for free.

User generated content can also work for financial services brands. A good example of this comes from Mint (the personal finance app) with the #mymintmoment campaign. Mint encouraged submissions of photos of special moments, such as paying off a loan, weddings or a holiday – and offered $1,000 to the winner. This was an excellent way to build authentic content that appealed to people’s emotions.

3. Develop case studies: A personal case study can be an effective way to showcase your firm’s role in solving customer pain points, regardless of the level of sophistication of an audience. When building case studies:

  • Consider using real client examples. In some cases, however, the customer might want to remain anonymous.
  • Try to focus on the customers journey. Start with defining the problem the customer was trying to solve and the process from their viewpoint (rather than the product promotion). Quantify the ultimate benefit a customer received.
  • Use images that reflect real customers (not cliché stock images).

4. Conduct customer insights research: Customer insights studies, done right, reveal an understanding of the behaviours and perceptions of certain customer segments. This is a powerful way to echo the voice of customers and present a true view of the community mindset. This strategy can also bring greater awareness to certain issues in society and start to quantify the social impact of those issues.  As an example, in January 2019 market researcher Momentum Intelligence undertook a survey of 6,000 borrowers, looking at their sentiment towards mortgage brokers in the lead up to the final Royal Commission Report. The research highlighted that Australians are much happier paying commissions than suspected. A white paper was built off the back of the research and generated strong coverage across mainstream and consumer media.

5. Utilise your opinion leaders and influencers: Your target audience is far more likely to trust a person rather than a corporate message. Particularly if that person has already built up a solid reputation. Many firms utilise the profile of their CEOs or other key executives to deliver their content via their LinkedIn connections.

6. Prepare for the hyper-personalised content to redefine the future of content marketing:  AI and personalisation will eventually allow firms to offer consistent, personalised experiences – based on customer preferences and past behaviour. The downside is the investment in technology and resources needed. The underlying premise of personalisation is for financial services firms to not just “flog product” but to become a trusted advisors to their clients. We are already observing the role of AI in content curation where personalised recommendations are based on a user’s interest. Strategies include using online surveys to find out more about customer preferences, the use of geolocation, website behaviour data and email engagement. The State of Marketing Report from SalesForce stated “53% of customers now expect the offers they receive to always be personalised, and 62% expect companies to anticipate their needs”.

7. Highlight the purpose-led approach of your brand: Brands are increasingly expected to make a difference and contribution to our society – not just earn a profit. The 2018 Accenture report To Infinity and Beyond found that “Companies are under the spotlight like never before as they struggle for competitive advantage in the context of this reality. Their customers aren’t just making decisions based on the stalwarts of product selection or price. They’re now assessing what a brand says. What it does. What it stands for.”

8Bring to life your positive corporate culture: This purpose described in the previous point also extends to how firms treat their employees. Many firms are now more overt with exhibiting how their culture is coming to life within a firm. Today customers care less about corporate philanthropy and more how the firm treats their employees and is helping to solve the world’s social problems (e.g. financial literacy). The 2019 Deloitte Global Millennial Survey revealed that “millennials and Gen Zs are putting their money where their mouths are when it comes to supporting businesses that make a positive impact on society.”

Resources and stories to help you harness a more authentic voice

  1. Paul Cheal’s SmokeSignal Blog: in an age of distrust; trust matters


  1. the key: how corporations succeed by solving the world’s toughest problems’ by Lynda Gratton: Organisational change expert Gratton shows that it is now critical that corporations step up to play a more positive role in the world by building inner resilience and leveraging their unique capabilities to address complex global challenges such as climate change, financial literacy and youth unemployment.


  1. rachel botsman is a leading expert and author on trust in the modern world. Her highly acclaimed work Who Can you Trust? explores how technology is revolutionising human trust. Botsman reveals this is the age of “distributed trust” and if we are to benefit from this radical shift, we must understand the mechanics of how trust is built, managed, lost and repaired in the digital age.


  1. Harvard Business School professor Frances Frei gives a crash course in trust: how to build it, maintain it and rebuild it – something she worked on during a recent stint at Uber. “If we can learn to trust one another more, we can have unprecedented human progress,” Frei says.


  1. simon sinek – ‘start with why’: Sinek developed what he calls the “Golden Circle which reinforces that it’s not how you do what you do, but why you choose to do it.  The why is what motivates and inspires us – and it ignites the spark within us”.


  1. The 2015 HBR article ‘the new science of customer emotions’ highlighted…… “when companies connect with customers’ emotions, the payoff can be huge”.


  1. Read our Honner Blog “Purpose is now a comms must-have, but it’s got to right true to label.

Next week we’ll publish the fourth in the eight-part content marketing series, Create. Curate. Multiply
If you’d like help creating a well-researched content marketing strategy, or more information on Honner’s 8-Step Content Marketing Model, contact Honner’s Head of Marketing Solutions Craig Morris.

It’s a wrap – Honner’s quarterly media roundup (Q119)


Some good news for regional newspapers

Nine Entertainment’s sale of 160 regional and rural newspapers to former Domain boss Antony Catalano and Thorney Investment Group raised hopes of better times ahead for regional publishing. The $115 million acquisition of Australian Community Newspapers, including The Newcastle Herald and The Canberra Times, is the first major divestment by Nine after it acquired Fairfax last year.

Catalano says he wants to “grow the business, not shrink it to greatness” , hopes to avoid shutting any newspaper, and doesn’t expect to shed staff, although acknowledging there is “some stuff” in the portfolio that doesn’t make sense. He’s flagged plans to invest heavily in seven of ACM’s larger papers – The Newcastle Herald, The Canberra Times, The Illawarra Mercury, The Border Mail, The Examiner in Launceston, The Ballarat Courier, and The Bendigo Advertiser – and said he wants to return the Canberra Times to producing its own political news and having a greater role in national debate.

Nine brings the subs back

After freeing itself of its regional newspapers assets, a more focused and cashed up Nine Entertainment announced plans to hire 24 sub editors at its major newspapers The Sydney Morning HeraldThe Age and The Australian Financial Review – ending an outsourcing arrangement with Pagemasters introduced by Fairfax in 2011.

James Chessell, editor of The Age and Sydney Morning Herald, said the decision reflects the “strong financial position” of the mastheads and that having all aspects of editorial production in-house will help increase the quality of their journalism.

End of days for Your Money

The news isn’t so rosy in all parts of the media, however. It’s been a short life for the Nine and News Corp joint venture Your Money, which closed on May 17, highlighting the challenges of capturing the attention of self-managed super fund trustees.

The venture had hoped to capitalise on the rise of SMSFs and growing interest in personal finance. However, the JV partners said Your Money failed to attract the level of audience and advertising needed to justify continuing the venture.
Nine and News will look to redeploy staff from the JV within their organisations.

Printing error gives Tele readers a new perspective

News Corp. could be forgiven for rethinking its printing arrangements after pages from its arch- rival The Sydney Morning Herald mistakenly appeared in The Daily Telegraph.

Readers of the tabloid were treated to unusually progressive views including letters calling for more action on climate change and highlighting a need to reform Anzac Day.

After some confusion, it emerged that a printing error at a western Sydney printing plant had resulted in the content of the two mastheads getting mixed up. The two papers struck a deal last year to be printed at the same location in order to save costs.

Rainmaker snaps up Money magazine

Bauer Media sold personal finance magazine Money to Rainmaker, saying it wanted to focus on ‘core consumer brands’. The German company publishes several women’s magazines in Australia including Women’s Weekly and Woman’s Day.

Rainmaker, which is primarily a financial research house and also owns Financial Standard and some smaller B2B titles, said the acquisition fits its longer-term objective of growing its consumer media platform.

Investment Magazine phases out print

Investment Magazine’s May edition will be the last one in print, as it moves to online only. The frequency of the newsletter will be maintained – twice a week on Tuesdays and Thursdays.

Apple’s news app cast as a helping hand for journalism

Apple Inc launched its news subscription service Apple News+, portraying it as part of its “commitment to supporting quality journalism”. Launch partners include The Wall Street Journal, the Los Angeles Times, Vogue, National Geographic Magazine, People and ELLE. However, readers Down Under will have to wait. Apple News+ has launched in the US and Canada so far, with launches in Australia and the UK expected later in the year.

Meanwhile, Apple has also unveiled its own TV streaming service and credit card as it seeks to become an entertainment company and financial services firm, moving beyond its incarnation as a tech firm that makes iPhones, iPads and MacBooks.


Can Apple News kill fake news and save journalism?, asks Danial Eran Dilger at Apple Insider
Newspapers can thrive if they go back to their community roots, says Rachel Matthews, journalism lecturer at Coventry University.
The post Google, Facebook era could be a golden age for media, suggests John McDuling at The Sydney Morning Herald.


“They are morally bankrupt pathological liars who enable genocide (Myanmar), facilitate foreign undermining of democratic institutions. –  New Zealand’s privacy commissioner, John Edwards, lambasting Facebook over its response to the Christchurch terrorist attack.

“If they can write an algorithm to make sure that the ads they want you to see can appear on your mobile phone, then I’m quite confident they can write an algorithm to screen out hate content on social media platforms.” – Australian Prime Minister Scott Morrison calling for a crackdown on social media companies after the Christchurch attack.

“My experience in the past is to protect jobs. I’ve got a history of hiring, not firing. I want to grow the business, not shrink it to greatness. Not my style.” – Antony Catalano after acquiring Australian Community Media.


Effie Zahos and Susan Hely left Money Magazine following its acquisition from Bauer Media by Rainmaker. Michelle Baltazar, current executive director of media at Rainmaker publication Financial Standard, will step into the editor-in-chief role while Financial Standard editor Darren Snyder will move into the managing editor role at Money Magazine.
Zahos, who recently published A Real Girl’s Guide to Money, is staying at Bauer Media in a new role of finance editor, commentator and financial literacy campaigner.

Jamie Williamson,  associate editor of Financial Standard’s magazine FS Advice, will move to the role of editor at Financial Standard. Elizabeth McArthur has also started working at Financial Standard as a journalist.

Aleks Vickovich, former digital editor of the recently closed Your Money, has a new job as news editor of the Australian edition of Business Insider.

Laura Drew has joined Money Management as a senior reporter, having previously worked as deputy news editor at Investment Week in London. Drew is replacing Anastasia Santoreneos who has left Money Management to work as a finance producer with Yahoo Finance.

Stephanie Aikins left Nest Egg/Momentum Media and is now freelancing for travel magazines. She has been replaced by Cameron Micallef from AAP Medianet.

Alice Uribe, editor of Investment Magazine, has left the publication and is moving to US. Elizabeth Fry has taken over as editor of the publication.

Gina Baldassarre, editor of Startup Daily, has left to take up the role of content and communications manager at Qantas Super.
Chris Dastoor started as a journalist at Money Management.

Jackie Edwards of Bloomberg is moving into stock reporting, having previously covered equity markets. Matthew Burgess is now covering superannuation at Bloomberg and has moved to Melbourne.

Scott Murdoch, Data Room co-editor at The Australian, has left the newspaper.

Hrishikesh Joshi, started working as a reporter at Selfmanagedsuper magazine, having previously worked as a correspondent for Business Standard in India.

Tony Kaye has moved on from his role as editor of InvestSMART to start a new position as financial writer with Vanguard Investments, based in Melbourne.

Mia Kwok has started in a new role as Communications and Content Manager at the Association of Superannuation Funds of Australia (ASFA). In this role she will write and edit articles for Superfunds magazine, as well as managing media relations for the association. Previously Kwok was Commercial Content Editor at Business Insider Australia.

Think like a CEO when planning your content: The 8-step Honner content model to connect, converse and convince

The Honner Content Team has pulled together a bumper outline of what a firm needs to do to transform its content marketing process. The Honner infographic: Turning Content Marketing into Conversations details the key steps to executing a winning content marketing program and how to nurture a conversation with your customers.

Over the next few weeks we will put the spotlight on each key stage, outlining key strategies and tips to maximise each step. In the last blog we looked at the need to Listen Deeply. This week we’re focusing on the second stage: Ideation and Mapping. This is all about turning your insights into concrete content ideas that are aligned to the business’s objectives and will therefore delight your CEO.

  1. Who is the content/editorial team? When determining your key content decision makers, an effective and inclusive strategy is to create an editorial board with representation from across the firm – not just marketing. The team should meet at least quarterly and constantly refine the long-term content program – taking the customer insights gathered in the first stage and developing the ideas and opportunities which will form the backbone of your content program.


  1. Think like a CEO. Before you decide what content to create, the best advice we can give you is – ask yourself what is important to your CEO.  Your content marketing goals should be developed off the back of your business goals. Many firms make the mistake of thinking that content marketing is all about acquiring customers, but content should also be designed to drive loyalty with existing customers. The business objectives could fall into one of these four categories:
    1. Be an industry thought leader
    2. Build awareness/perception of the brand/capability
    3. Generate leads/sales
    4. Build customer loyalty/cross sell
  2. The art of brainstorming. Encourage your team to develop ideas beforehand so prior to the session, communicate the purpose/challenge, and any background information that will help orient their thinking. A good starting point when brainstorming is to focus on the pain points of your customers and build a range of ideas off the back of these. The brainstorming process is about encouraging creativity and big ideas, so focus on quanity not quality and don’t judge. Get the participants to think like a journalist – because the role of a journalist to cover stories (not content) that engages and connects. Once the brainstorming session is complete, you can decide which ideas are the best to implement.


  1. Develop the editorial calendar. Once you have identified your best ideas, it is time to map out a dynamic plan which documents the content you will develop over the next 12 months. It will ideally link the content to personas and the business objective and outline success metrics for each piece. It will also help you focus on quality over quantity and ensure you are developing content to support your most important business priorities.


  1. Utilise ‘evergreen’ content: When planning and updating your content, remember it doesn’t always have to be about starting from scratch. Look for interesting and relevant content you already have within your business that will not immediately date and find new ways to use it to engage your audience.


  1. Identify the channels you will use to communicate. You should know from your customer persona analysis where your target audiences are spending the most time and what their pain points are. For example, a financial adviser might appreciate a few slides that explain share market returns to their clients far more than a lengthy online article. For each piece of content, document the format you will use and the channels you will use to promote it.


  1. Plan but also be agile: While planning is great, the content marketing process also needs to be agile and able to quickly respond to emerging themes that are of interest to your customers. Keep an eye on the latest news and developments in your industry so you can keep your audience informed. If you can be timely with your content, clients will appreciate the responsiveness.


  1. Remember it’s not all about blogging: As you plan to develop your content, remember that content can take many different forms including infographics, videos, blog posts, long form research, podcasts, case studies using real people, checklists, photographs, webinars and testimonials. In fact, the more you mix it up, the more interesting it will be for your audience.

Content planning tools

  1. airtable: Along with its calendar feature, Airtable gives you the opportunity to put everything in one place for your team’s ease of collaboration. It’s highly visual and can facilitate meaningful conversation between your team.
  2. content dj: Content DJ is a great choice for people who are developing websites, and is also a good option for people trying to improve their website for their customers. But what’s one of the main things that website needs? Good content, of course! With this content planning option, you can find content from around the web, use your own, and aggregate a lot of different options in order to give your company and your customers the highest level of value. You can also use Content DJ for data collection,  so you’ll be able to see how your content is doing and look at what adjustments you can make.
  3. content idea generator: Hubspot has a simple, free tool that allows you to generate post titles in seconds to inspire your thinking. Simply answer a set of questions about your business and this tool generates hundreds of suggestions for blog posts and social media updates.
  4. gather content: With a central location for everything and the ability to store what you need and collaborate on all of it, Gather Content is another good planning tool. It lets you store content, organise it and can even help to generate ideas and create fresh content. You’ll also get help with rules and guidelines, so you can make sure you’re tailoring content that’s strategically important to your business.

Next week we’ll publish the third in the eight-part content marketing series, Seek Authenticity.

If you’d like help creating a well-researched content marketing strategy, or more information on Honner’s 8-Step Content Marketing Model, contact Honner’s Head of Marketing Solutions Craig Morris.