FY 2018 Credentials
Who is Bureau? Bureau is a content and audience engagement agency helping brands attract and connect with small businesses, startups and entrepreneurs. We are the agency arm of SmartCompany, which has more than 450,000 SMEs and startups visit each month. As an established digital publisher of 15 years, our journalists have expert knowledge that is invaluable for our clients marketing programs. We ll create content for your owned channels as well as content strategies (audits, competitor reviews and multichannel strategies), events and partnership opportunities and influencer outreach through our network of journalists and business leaders. Source 1. Deloitte Economics SMEs make an important contribution to the Australian economy, accounting for over half of private sector economic activity in Australia and over two thirds of private sector employment. 1 Bureau Credentials 2
Why is Bureau different from other agencies? Over the past ten years there has been an evolution of digital marketing. No longer is it just about the creation and distribution of content assets. It s about having access to an engaged audience and a deep knowledge around how they think and what they re looking for insights that go beyond general market research. Having a direct line to the journalists who know this audience better than any other publisher combined with an extensive network of influential business leaders is what sets our content apart. This is our point of differentiation. We create client content that is not only on brand, but is relevant and informative for your small business customers. In Australia, the top priorities for B2B marketers are lead generation and engagement.2 Not only can we provide access to this audience through lead generation campaigns, but unlike others, we offer insightful research, podcasts and tailored events with access to influential business leaders. Source 2. Content Marketing Institute Bureau Credentials 3
SmartCompany audience snapshots 20182 650,000 Monthly impressions Employ up to 20 people 15,000 Daily unique visitors 40% Started up in the last 10 years 38,000 SmartCompany newsletter subscribers (Mon-Fri) 51% Male 28,000 StartupSmart newsletter subscribers (Mon-Thur) 49% Female 60,000 WeekendSmarts newsletter subscribers (Saturday) 41% Planning on strategic financial investment in next 12 months 33,000 Solus opt-in subscribers 16,000 SmartCompany Facebook followers 50,000 SmartCompany Twitter followers 61% Business owners & decision makers 49% 61% 45-49 Expect their business to grow in the next 12 months Average age When Bureau creates content for your channels, we can design amplification plans that are broadreaching but can also include distribution to the SmartCompany audience through its site, database and social channels. Source 2. Google Analytics 2018 March, SME Reader Survey 2017 4,000 SmartCompany LinkedIn followers 26,000 StartupSmart Facebook followers 30,000 StartupSmart Twitter followers 4,000 StartupSmart LinkedIn followers Bureau Credentials 4
What we do While we offer access to our audience of SMEs and startups, we also teach brands how to think like publishers to improve their ROI. Owned channels are key to B2B content marketing in Australia, with 72% of B2B marketers actively publishing content on their own channels in 20173. Our services will help you do this and achieve your business and marketing objectives at the same time. Research & Consultancy Audience Engagement Strategy Content Creation Our research will offer unrivalled insights into SMEs and startups informed by owned channels and partnerships. We ll review your business objectives and create detailed audience content strategies that are measurable and achieve ROI. We create high quality feature articles, profiles, case studies, ebooks, short courses, videos, infographics, webinars, podcast series and live events. These multi-channel strategies will have tangible examples of best practice so that you can reach your audience with the right content. Source 3. CMI Content Marketing Benchmarks Australia 2017 (Written, Visual, Audio & Live) We also offer solus EDMs to generate leads for your marketing. Events & Partnerships Thought Leadership & Influencer Outreach Distribution & Optimisation SmartCompany and StartupSmart - hosted events, such as the Smart50 awards, are an opportunity to put your brand in front of an engaged, bespoke audience. We have experts in various sectors who can create content in your brand s tone of voice offering you unique thought leadership opportunities. We ll use the best distribution approach for your audience including SmartCompany, StartupSmart, social media, native platforms Outbrain, Tabloola and Plista or influencer partnerships. Our network of partners will offer you access to new audiences to broaden your brand s reach. Our network of influencers in various industries offers an unrivalled opportunity to leverage your brand further. Our distribution experts will continually optimise your activity and recommend best practice. Bureau Credentials 5
Format We work to create content solutions that fit the brief, and this means conceiving of many bespoke executions, however our standard offering is generally comprised of the following: Audits & Strategies Surveys & Content Ebooks & Articles Podcasts & Webinars Audits of existing marketing with recommendations for SEO, UX, social & content. Multi-channel strategies personas, pillars, content and social approach with distribution. A survey of our audience based on your brand s objectives. We then create content for you (ebooks, infographics, socials) with amplification options. We create articles and ebooks. These 3,000-word PDFs are downloadable and can be used for lead generation with our audience. Podcast series created for brands using our talent and story expertise as well as distribution strategies. Webinars can involve a panel of guests with pre-arranged questions. Infographics Videos Short Courses + more Designed content assets that can be hosted on client channels such as EDMs, website, social and native. Bureau can create online video series, animations, pre-rolls, event assets, social media content and more. A short course is a set of up to 10 consecutive email lessons sent to registrants on a daily or weekly basis. Branded content hubs, training on best practice for your marketing team, sponsored content on SmartCompany and sponsorships for events such as Smart50. Bureau Credentials 6
Our work Bureau Credentials 7
Our team Cath Vallence Zoe Dattner Carly Greenwood Lana Busby Eric Beecher Head of Content Programs & Strategy Publisher SmartCompany, Head Advisor Content Marketing Manager Content Producer Chairman Cath was previously Managing Editor at King Content and prior to that, head of content marketing at Sensis, specialising in the small business sector. She has more than 18 years' experience in journalism and PR in Australia and the UK and more recently in content marketing, helping B2B and B2C brands achieve their business objectives with their target audiences. Zoe is the publisher at SmartCompany, Australia s premiere publication for SMEs and startups. A publishing professional who has been working in the Australian book and digital publishing industries since 2000, Zoe has lectured and consulted extensively in digital media and publishing strategies at universities and for the small and independent press sector. Carly is a passionate content marketer, who thrives on finding ways to use storytelling to drive brand and commercial outcomes in clever and thought-provoking ways that have an "audience first" focus. Carly has worked in the publishing industry since 2004, ranging in experience from entertainment and news publications through to financial services and most recently B2B publishing. Lana is a communications specialist with a focus on translating evidence-based insights into engaging and strategically-aligned content that addresses brand challenges. With a combined passion for creative strategy and behavioural science, Lana has worked in publishing and research roles since 2007, with experience spanning the media, academic, health and marketing science sectors. Eric started his career as a journalist on The Age before moving to The Sunday Times and The Observer in London and The Washington Post in the US. At age 33, he became the youngest-ever editor of the Sydney Morning Herald, before becoming editor-in-chief of the Herald and Weekly Times newspaper group. He founded the Text Media Group, which was acquired by Fairfax Media in 2003 before forming Private Media Partners, which publishes Crikey, SmartCompany, StartupSmart and the Mandarin. He was awarded the Walkley Award for Journalistic Leadership in 2007 and became a member of the Magazine Hall of Fame last year. Bureau Credentials 8
Our partnerships with clients come in all shapes and sizes. Get in touch, we look forward to speaking with you. Cath Vallence Head of Content Programs & Strategy Bureau cvallence@engagement.com.au 0418 795 105 Bureau is a part of the Private Media Network