Brands should ‘get out of the way’ of their content urges Mahlab Media editor

September 23, 2016 12:54

Marketers looking to engage professional audiences with serious content need to loosen up and approach the task with a view to entertaining their audiences.

James Chalmers: “You want to get people engaged in your content before they even know what they are doing”

Speaking at the Mumbrella Finance Summit in Sydney, James Chalmers, managing editor of Mahlab Media, said that too often the businesses were focused on trying to deliver a professional message but made the fatal mistake of losing their audience in the process.

He said that businesses needed to entertain, citing one example where dry video presentations featuring people talking about complex insurance issues were replaced by short, fun animations, leading to a massive uplift in views that surprised even him.

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Simon Canning

Simon Canning was Mumbrella's marketing and advertising editor from 2015-2017. In a career spanning journalism and communications over more than 30 years Simon has become one of Australia’s most respected analysts and commentators on the advertising, marketing and media industries. A regular commentator on radio and TV, Simon has also worked in media in the US and UK .

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1 COMMENTS

Egils Freimanis 31 May 18

Sharri Markson,
You must be very short on worthwhile topics,when are you going to get of Barnaby back. Why don’t you ask your friend Malcolm when he will start building coal fired Power Stations

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