#49 How do you convince the leadership to invest in content marketing?

convince leadership content marketing

In this week’s episode of InTransition, we interview Karl Herger, Digital Marketing Specialist for the City of Sydney. Karl is responsible for implementing the City of Sydney’s digital marketing strategy, including its content strategy, social media, website builds, app development, analytics, online advertising and email marketing. Karl has been with the City of Sydney for over four years now.

Karl previously worked for the Australian Broadcasting Corporation as a Digital Marketing Specialist. He launched and managed the ABC Facebook page, growing it from 2,000 to 40,000+ likes through content strategy and advertising. Karl has over eight year’s digital marketing experience.

In this episode, you will learn:

6:14 What are some of the challenges of working at a large organisation?

7:53 Who is responsibility is it to establish the purpose?

9:00 How do you convince the leadership to invest in content marketing?

14:48 How difficult is it to develop a methodology in a large organisation?

17:52 What are the objectives of the content marketing strategy of the City of Sydney?

21:15 How do you tell the leadership how your content is performing?

Download transcript


  1. Hi David, found this article very interesting. I am involved with a couple of community groups and, for us, the press release is one of the best ways to get something published. I’ve been told journalists are lazy–they don’t want to find the story, they are happy to take what’s presented to them via press release, then top and tail it. I realise that’s a very provocative, generalised statement; maybe it will get some fingers tapping on keyboards! Of course a press release won’t do all your work for you, but at least it gives the bare bones. Then it’s up to you–as a group, organisation–to follow up to make sure your story is out there.

    • contentgroup : March 3, 2016 at 10:10 am

      Thanks for the comment, Betsy. You’re absolutely right. These days, with the culture of immediacy over the web, these journalists have a quota of several articles per day. Who has the time to do all that research when their boss is breathing down the journalist’s neck? By telling them your story over a press release, you are helping them reach their quota. It’s a win-win relationship for both you and the journalist.

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