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We’ve seen one of our food delivery clients grow, reporting their second straight week in record sales. They are using the time to reach new customers, re-engage previous customers and acquire more sales than ever before.

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Some businesses are thriving right now

We also have clients in industries that naturally thrive during lockdowns. For example,  we’ve seen one of our food delivery clients grow, reporting their second  straight week in record sales. They are  using the time to reach new customers, re-engage previous customers and acquire more sales than ever before. 

However, simply being in the right industry at the right time isn’t enough. We’ve supported this particular food delivery client with a carefully curated digital strategy, timely social media executions and an excessive level of detail and  personalisation  being integrated into direct customer communications. Leading their overall marketing strategy, McKenzie Partners  are  working with this client on a  minute-by-minute  basis to ensure they remain ahead of their competition and anticipate their  consumers’ next desire.

Take the time to enhance your offering

Some of our clients are using this unique window of time to enhance their offerings. One client, a  specialist cruise company,  is planning to renovate their boats  when construction works are permitted again. That way, the team will ensure that they can safely support trades and  help  other industries survive. It’s a rare opportunity as the works won’t impact bookings and take away from their own potential earnings. Plus, McKenzie Partners are right there with them, documenting progress on on their social channels  and ensuring we are across the details,  so  we’ll be  ready to broadcast the new and improved vessels when they are once again ready to cruise.   

Come out the other side, bigger and better!

We are also working with clients that are currently closed to plan for their future success. That could mean designing  a new menu,  finessing  a show-stopping events  brochure or even  crafting  their next big piece of content. From drafting scripts, editing footage and recording voiceovers – there’s so much that can be done virtually.  Our creative team can access all their resources  with ease  –  McKenzie  Partners has  long  been  a cloud-centric agency ready to pivot with the times.   

 

 

We are here to communicate, collaborate and support

At McKenzie Partners, our teams in every state  are meeting daily to talk through priorities, collaborate on ideas and, of course, support one another through  shifting deadlines and the harsh realities of being an incredibly agile support service to our clients  at  this time.   

So, what has this latest lockdown taught McKenzie Partners? We truly are a versatile team who has one another’s support. Our clients might have a dedicated Account Director, but those  Account Directors  of ours are backed by a unified and collaborative bunch that are ready and willing to jump in and assist any of our clients. At this time, we’ve learned that small businesses across Australia, just like ours,  need to  work together and work harder than ever to  ensure that  the loudest story that comes out of 2021 is not the latest COVID wave, but rather a story of  business survival and success.   

In today’s media landscape, content really is king. With so many platforms available, brands are finding new ways to tell their stories. Anthea England is the content director at McKenzie Partners. She helps clients share their unique perspectives.

 

In a nutshell, what does a content director actually do?

My job involves implementing, executing and optimising paid search marketing accounts. The core objective is to generate brand and product awareness for the clients, which in turn My area of expertise is written content, particularly longer-form work like blogs, SEO content strategy, website copywriting and PR content. However, my role also involves shorter copywriting jobs like EDMs, social copy, Google AdWords and radio scripts. The challenge is always to think more holistically and ensure each piece of content for any given brand is on brief and engaging.

 

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The core objective is to generate brand awareness and product awareness for our clients.

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What does your day look like?

On any given day, I’ll make sure accounts are performing and on budget. I’ll also analyse paid search and look for growth opportunities. The other part of my job is reporting and Briefs come into me and I juggle them throughout the day depending on the deadline and the scale of the job. Content like website copy or a blog will take more research, so I’ll block out time for that in advance. Same goes for regular content like social calendars or weekly EDMs, for instance.

 

How did you become a content director?

I’ve always liked writing, so I started with a media and communications degree. My first job was as a writer at a tween magazine. It was a lot of fun and very useful as it taught me to write for a different audience and interview well. I wanted to hone my editing skills, so I took a job at Women’s Health magazine as a sub-editor. Sub-editing requires a lot of attention to detail and I still use these skills daily. The team there was exceptionally talented, open-minded and wrote nuanced stories – everything you want in an editorial team. I eventually became the features writer and then a digital content editor. From there, I moved in-house at a wellness company to work on their content. After three years, I made the move to the agency world.

 

 

Why is good content and copywriting important for brands?

How many times do you read a brand’s website, socials or emails and think, what do they actually do? What do they stand for? How does this company even work? I think that all the time. The key is clear and clever communication. Many brands try to say too much, they’re vague or they use very technical language that is alienating to potential customers.

Editorial-style content like blogs are absolutely critical. Many people dismiss it as fluff, but this kind of content gives brands integrity. It can make them an authority in their industry and reiterates their core values. Plus, if blogs are used as part of a broader SEO strategy, they can be incredibly powerful for increasing visibility in search results. If I can give businesses one tip, it would be to invest in SEO content – you won’t see results overnight, but long-term it will make a huge difference.

Ultimately, in a world where there’s a crippling amount of choice, people need something else to connect with beyond the simple product or service. Content helps make brands more human.

 

What’s the best and worst thing about your job?

The best thing is that I love helping people and I feel my skill set can be really useful for clients. Sometimes just a few simple edits or words can convey a message more clearly and it can make a tangible difference. I also like that I can spend my day writing all kinds of copy. There’s actually not much admin involved in my job. The worst part is that it’s hard to let go of jobs. I’m a perfectionist and I always want to keep editing, in case I can make the copy better. That is a downside that is entirely of my own making.