Content Strategy and Blog Copywriting

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Today’s marketing landscape is shifting. To engage your target market online you need useful, interesting and strategically on-brand content.

Think clips, blogs, social media, animations, podcasts, infographics and more. You don’t want low-quality content doomed for content purgatory, bursting with keywords in the mistaken attempt to appease the SEO gods of 2005. The key is high-quality, professional storytelling. This is because no one is entitled to an audience but if people trust you enough you’ll eventually earn one. Which is where we come in.

We start by understanding your business goals and how to best engage your customer. Then we create the right content strategy to take you there and provide the ongoing services to keep your target market engaged. We produce infographics, analytics, blogs, film clips, animations and curate social media feeds for our online clients. And that’s just for starters. Our sharp, unique and on-brand content will set you apart whether you are in government, business or a digital agency looking to fill a skills gap. So let us take the agony out of creating quality content and give you the kudos of being a high-level brand publisher overnight.

Get in touch and together we can get people talking.

Our Services

Our people are the best journalists, web writers and designers, TV producers/makers, animators, infographic specialists, brand experts and SEO and social media gurus. They specialise in crafting great content that connects you to your community, and your community to your product.

Our Corporate Blogging Kicks Strategy Goals!

Every business needs content. Not the bland, me-too nonsense that so often clutters up our in-boxes and feeds, but genuinely useful, interesting content.

The type of content that lets a business stand out amid the clutter and noise. Below are some extracts from our work with NAB, UBank, Kay and Burton Real Estate, Marshalls Dent Wilmoth Lawyers and others.


Over the course of four years APM produced over 200 weekly, plain English blogs for UBank exploring a wide range of economics and finance issues. APM wrote UBank’s content strategy and also selected and researched each week’s topic. Blogs covered everything from the gyrations of the housing market to federal budget jargon busters to the latest employment, inflation and interest rate data. All written with on-brand UBank cheek, humour and intelligence.

Copy sample:

Change Is The Essence Of Capitalism

Back in 1942, Joseph Schumpeter popularised the idea that creative destruction of economies, and/or sectors of economies, was critical to prosperity and growth. He posited that progress in a capitalist system relied on the destruction of an existing economic order to make room for the next. Capitalism was, essentially, an evolutionary process of continuous innovation. Agents of this creative destruction range from the opening up of new markets to revolutionary technologies like steam engines, electricity, the combustion engine, and the internet.

What Is A Free Trade Agreement (Fta)?

An FTA is an agreement between two countries, or even whole regions, to eliminate things that hinder free trade such as import duties, export bounties, domestic production subsidies, trade quotas, import quotas and trade tariffs. Taxing imports protects domestic industries against competition from cheaper (sometimes better) imports, which encourages us to buy Australian. This is known as protectionism, the upside of which is good because money stays here to fuel employment and other sectors. On the downside, protectionism shields local companies from the real trading world, which can stifle innovation and the pursuit of excellence.

QMV Solutions 

QMV Solutions provides independent advisory and consulting services, technology and legal services across the superannuation, wealth management and insurance industries. APM’s blog for one of its Lead Consultants explained in simple terms what digital to the core means and how it can help superannuation funds. Here’s an extract…

What is digital to the core?

Digital to the core is a holistic, 360-degree solution that embeds technology into a fund’s DNA. I mean full vertical digital, not just at the usual customer touchpoints, but each member form, system, person and process is structured so that end-to-end transactions are integrated and automated. Minimal manual processes means transparent, efficient member service and significantly reduced duplication or risk of human error.

Digital to the core is a whole of fund responsibility 

A revamped website and member portal are important uplifts but that’s not digital to the core. With customer self-service front of mind, every corner of the fund explores how their individual processes and systems can be integrated end-to-end. Technology, culture, member centric mindset and design need to play a key role


MessageX is an innovative cloud B2B integration service provider. It provides solutions to streamline business operations and provide visibility and business insights. APM wrote a series of blogs and provided blogging training to its inhouse writing team. Here’s an extract…

EDI: To in-house or outsource?

When it comes to implementing Electronic Data Interchange (EDI), you have two options. You can do it in-house, but you’ll need to set up a dedicated EDI team with the right software and a secure infrastructure. Or you can outsource it to an EDI service provider – generally a lot easier and more cost effective.

The 4 things to consider in making your decision: 

  1.   How much does your company know about EDI?
  2.   Do you have complex or outdated software?
  3.   How many partners will you be linking into your EDI?
  4.   Do you have enough spare time to do it inhouse?

Now, let’s compare both options to understand what you’ll need and what outcomes to expect.

Option 1: Implementing EDI in-house

Step 1: Put together an expert internal EDI team

An inhouse roll out is a serious undertaking and starts with putting together an expert internal EDI team to plan, implement and maintain your EDI system. This expertise will need to be ongoing to keep it operating effectively.

Step 2. Get all internal departments involved

Talk to all internal departments – procurement, finance, warehouse, IT etc – to work out how each one will be impacted and what’s needed to set your EDI up.

Step 3: Buy the right software, hardware and infrastructure

Expect this to be very costly, not to mention the ongoing maintenance bills. And you’ll need the internal expertise to get it 100% right the first time.

Step 4: Establish a secure and seamless connection with all partners

If your company isn’t experienced working with suppliers or VANs (Value Added Networks) this lengthy, arduous process starts with establishing individual partner connections followed by a laborious testing process of exchanging messages with their EDI provider to make sure messages are being correctly sent and received. 


APM has written over 100 blogs for NAB covering everything from demystifying financial news, to getting a loan to the pros and cons of renting Vs owning.

Copy sample:

Upgrading The Family Home

Your bathroom has more cracks in it than a TV soap opera plot and that 70s kitchen is not going to go away any time soon. And then there’s that concrete slab that passes for a backyard. Something needs to be done but the reality is that few things test a relationship more than a renovation. If this sounds like you, then perhaps it’s time to consider upgrading to a new home. The following article considers some questions around the transition, and managing the purchase and finance.

A Step-by-step Guide To Knocking Down And Rebuilding

You love where you live but no matter how many ways you look at it you just can’t make that renovation work. How about the knock-down and rebuild option? It means no more space constraints and you can put that lap pool in the lounge room like you always wanted! No, but seriously, there’s plenty to know before you start the demolition so read on for our step-by-step how-to guide to knocking down and rebuilding.

Kay & Burton

Kay and Burton real estate wanted to be known as an industry authority and in turn be the “go to” agency for market commentary. Taking a lead nurturing strategy, APM wrote a weekly, thought leading blog for 18 months examining the economics of housing. Useful, engaging and well written, the weekly blogs quickly forged an authentic partnership with the intended audience by empowering them through knowledge. The blog’s success was confirmed by its 20% open rate and the direct leads it generated.

Copy sample:

Mortgage Rates: A Brief History

At an early sixties election rally, a woman screamed at Bob Menzies, “Wotcha gunna do ‘bout ‘ousin’?”
“I’d put an ‘h’ in front of it,” was his swift reply. Their exchange took place over fifty years ago, when interest rates were at record lows. The fact that people were complaining even then, shows how obsessed Australians have always been about ‘ousin’ affordability.

Interest rates and inflation usually move in opposite directions. The RBA uses this relationship to keep inflation under control—if inflation is high, they raise rates to cool demand. The below graphic shows mortgage rates since the 1960s. Notably, they average around 8% — nearly twice today’s. Throughout the sixties, Australian mortgage rates were in the region of 5% and helped the 1970s economy begin strongly. But, a potent mix of the 1973-74 OPEC oil shocks and the Whitlam Government’s inflationary policies, saw mortgage rates take the fast elevator to 11% by 1974.

Marshalls Dent Wilmoth Lawyers

APM produced regular, engaging, relevant and helpful plain English blogs and print articles explaining developments in the law and their impact on strategically targeted segments of marshalls+dent+wilmoth Lawyers’ audience.

The brief was to position MDW as clear thinking, subject matter experts and thought leaders across all its practice areas.

Copy sample:

As Austin Powers Once Said, “Behave”!

So there you are at an after-hours work function, a conference of some sort or a training course and you think to yourself, “Hmm, I might let my hair down and do something completely antisocial”. OK, this might not be your internal dialogue, verbatim (if it is, that’s a worry). But the idea may cross your mind, especially after a few post-training drinkies, that you can relax your normal workplace behaviour standards and treat others and/or their property with perhaps a tad less respect just because you’re “not at work”. Let me stop you there, because what you do next may just get you sacked.

Loan Market

Loan Market is a leading Australia and New Zealand’s mortgage broker.

Copy sample:

Will predicting property prices ever be as easy as falling off a log or taking candy from a baby? There’s just four things you need to know that impact the way our housing prices sway.

Housing credit

This is how much Australian home buyers are loaned each month. As it changes, house prices follow – usually about six months later. Less credit available means prices go down, and vice versa. Credit is tight right now.

Auction clearance rates

Auction clearance rates tell you how keen buyers are. If they back off, prices usually follow two months later. Once the clearance rate dips below 55%, prices really start flying south and Australia’s clearance rates recently settled below that.

People’s expectations

Monthly surveys of what people expect house prices to do are a useful indicator of annual price changes. If buyers fear prices will go up, they rush to buy, causing prices to rise. If people believe prices will go down, like now, they wait. Then prices usually drop. If you’d like to know more, or find out how I can help your clients get a competitive home loan, call me today.

APM helped conceive topics for four blogs a month aimed at engaging its two lead audiences. The Pulse engages referral partners like accountants, lawyers etc and The Insider is aimed at the general public. Both carry a slightly different tone and subject matter but each deal with similar issues relating to the economics of lending, interest rates, changes to tax law and movement in the housing market. We also wrote advertorial orientated blogs aimed at directly funnelling both audiences to Loan Market’s products and services. Its success was reflected in a 40% open rate and the direct leads the blogs generated.

Get in touch and together we can get people talking.