News Corp and Xero launch podcast series
News Corp and Xero will launch a new podcast series, aiming to tackle the biggest pressures small to medium businesses face today.
The announcement:
News Corp Australia and Xero, global leader in online accounting software, have joined forces to launch an original six-part podcast series unearthing and discussing the biggest pain points faced today by Australia’s 2.1 million small-to-medium businesses (SMEs), in the hope it will help them on the path to success.
I am not a fan of these branded series but found the one on financial forecasting really helpful. In agency land the smaller you are the more reactive you have to be in market and it was good for clarity to understand the difference between book keepers and financial controllers. No one really explains this when you start your own business. The other thing is, it’s good to have a clearer understanding on options for an investor to be seen as a partner even if you can service a loan. Growing your pie one was a bit wishy washy.
Good move to help SME’s with insights into what keeps them up at night and not what you want to talk to them about. That’s the beginning of building affinity and an emotional connection with the brand.