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Jonathan Crossfield
Works at Self Employed
Lives in Sydney, Australia
770 followers|35,505 views
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Will Rogers (look him up) once said, "When you go fishing you bait the hook, not with what you like, but with what the fish likes."

So how well do you know your customers? Are you baiting your marketing with the right content?
Marketers love to talk about ‘relationships’. Sure, we want to sell stuff, but we want to be the customer’s friend too (or at least a trusted contemporary or colleague).
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My latest post for Cirrus Media Australia argues why it's Marketing's fault when the Sales team starts demanding things or - heaven forbid - starts producing their own content resources!
In many businesses, sales and marketing square off against each other like the Sharks and the Jets at a flick-knife convention. Both see themselves as top gang in a constant turf war over who does more to drive the company’s bottom line.
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C'mon PR and Content Marketing. Put down the knives. Time to kiss and make up.

(This is my latest column for Cirrus Media. Lemme know what you think in the comments. Do your PR and content strategies dovetail together?)
PR experts and content marketers can achieve far more by putting aside their differences and finding more opportunities in the areas where both disciplines overlap.
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Do you approach B2B and B2C content marketing differently? There are differences, true. But it's the similarities that expose where a lot of B2B marketing gets it wrong!
Marketers regularly insist that B2B and B2C marketing are different disciplines requiring a different approach. That’s true to a point, but there are similarities too, and these should not be discounted.
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My latest column for Chief Content Officer Magazine is now on the CMI blog. This time I'm ranting against too much social media automation. 

What do you think? Is  automation best practice for scalability and effectiveness, or does it go against the grain of what social media should be about?
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Jonathan Crossfield

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My latest post for +Cirrus Media Australia explores why mere facts, product info and tech specs are not enough to convince a potential customer without a story to provide the context.
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We all know our content has to be well-written. But what does that actually mean in a practical sense? What characterises well written content? And how can marketers identify what's missing when their content doesn't seem to inspire the kind of readership they hoped for?
No single pillar is any less important than the others. All four should be present if you want your content to have the best chance of success.
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C'mon PR and Content Marketing. Put down the knives. Time to kiss and make up. 
PR experts and content marketers can achieve far more by putting aside their differences and finding more opportunities in the areas where both disciplines overlap.
1
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Jonathan Crossfield

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“True experts recognise the limits of what they know and what they do not know. If they find themselves outside their circle of competence, they keep quiet or simply say ‘I don’t know’.”
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Jonathan Crossfield

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Planning a content strategy? Watch Star Wars! 

My latest post for +Cirrus Media Australia  explains how the classic storytelling three-act structure can improve your content and form the backbone of your overall strategy.
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My latest column for Chief Content Officer Magazine is now on the CMI blog. This time I'm ranting against too much social media automation. 

What do you think? Is  automation best practice for scalability and effectiveness, or does it go against the grain of what social media should be about?
1
Add a comment...
 
 
I regularly hear marketers talk about 'strategy' and 'tactics' as if the two words are synonymous. No, no and thrice NO!

This week's overstretched analogy explains content strategy with chess. Not racoons. Chess.
93 per cent of Australian marketers say they use content marketing; with online articles, social media, blogs and email newsletters easily the most popular formats. But only 52 per cent of Australian marketers claim to have a documented content strategy.
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People
Have him in circles
770 people
Joseph Kelly's profile photo
Quenton Veldman's profile photo
Juan Thai's profile photo
Melissa David's profile photo
Chris Yeoh's profile photo
Scott Drummond's profile photo
AgungpumA ngobrolbasket's profile photo
Sarah-Jayne Lofthouse's profile photo
Joanna Penn's profile photo
Work
Occupation
Writer, Content Marketer
Employment
  • Self Employed
    Content Marketing Consultant & Writer, 2012 - present
  • Ninefold
    Community Manager, 2010 - 2012
  • Netregistry
    Writer, Content Manager, 2007 - 2010
  • IPC Employment
    Office Manager, 2004 - 2007
  • The Salvation Army Employment Plus
    Senior Employment Consultant, 2001 - 2004
  • Jobfind
    Senior Employment Consultant, 2000 - 2001
  • Employment national
    1998 - 2000
  • Level One Nightclub
    1994 - 1998
Basic Information
Gender
Male
Relationship
Married
Story
Tagline
Storyteller, writer and content marketer, fighting a constant battle with Mr Pickles the cat for the keyboa^cdf9786afvno87uuuuuuuuuuu
Introduction
The name's Crossfield. Jonathan Crossfield. Known widely online as Kimota! Content marketer, digital communications strategist and ruthless word wrangler. Some folk say I rant a lot, but someone's gotta put the rest of you straight!  

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Places
Map of the places this user has livedMap of the places this user has livedMap of the places this user has lived
Currently
Sydney, Australia
Previously
Stockport, England - Heaton Moore, England - Handforth, England - Gosford, Australia - Parramatta, Australia
Jonathan Crossfield's +1's are the things they like, agree with, or want to recommend.
How top brands tell a story through their content marketing
blog.cirrusmedia.com.au

Storytelling has become a marketing buzzword. Read our article on how content marketing should tell stories and the brands we think are doin

Getting to know you: 5 ways to befriend your audience
blog.cirrusmedia.com.au

Marketers love to talk about ‘relationships’. Sure, we want to sell stuff, but we want to be the customer’s friend too (or at least a truste

Marketing vs sales: let’s get ready to rumble
blog.cirrusmedia.com.au

In many businesses, sales and marketing square off against each other like the Sharks and the Jets at a flick-knife convention. Both see the

When is an expert not an expert?
www.jonathancrossfield.com

Today, everyone seems to be an expert. There's so much (warning: buzzword incoming) 'thought leadership' around, it becomes extremely hard t

B2B customers are people too!
blog.cirrusmedia.com.au

Marketers regularly insist that B2B and B2C marketing are different disciplines requiring a different approach. That’s true to a point, but

The three-act content strategy
blog.cirrusmedia.com.au

Stories have structure. That structure can help you improve the effectiveness of your content, and even form the framework of your entire st

The art of storytelling: What’s your story?
blog.cirrusmedia.com.au

By understanding your role in the customer story, your content can become more relevant and persuasive to the right audience.

Word counts: is less really more?
blog.cirrusmedia.com.au

There are plenty of articles out there offering advice on the optimal word count for your content. These are often based on broad research f

Why the Last Thing You Want is a Sales-Driven Organisation | Global Copy...
www.globalcopywriting.com

Are you sales-driven company? That's a big problem. The last thing you want is your sales department setting the agenda for content marketin

A content strategy isn’t just for Christmas
blog.cirrusmedia.com.au

Content marketing works. Many, many businesses have created amazing things using exactly the same resources and challenged by exactly the sa

Is Content Marketing Lost in Translation?
www.jonathancrossfield.com

One theme that cropped up again and again at this year's Sydney Content Marketing World was how marketers need to understand their audience—

Why content marketing needs journalists
blog.cirrusmedia.com.au

The internet and an increasing demand for online content of every stripe has spawned a huge industry with many competing disciplines. Copywr

The myth of brand awareness
blog.cirrusmedia.com.au

According to a recent report by the Content Marketing Institute and ADMA, 79 per cent of Australian marketers claim ‘brand awareness’ as a k

Maslow’s Hammer and why it’s time to smash your marketing silos
blog.cirrusmedia.com.au

In the 1960s, psychologist Abraham Maslow famously said, “it is tempting, if the only tool you have is a hammer, to treat everything as if i

Post Dating: Is your content timeless or dated? | Content Marketing
www.jonathancrossfield.com

Do dates on blog posts limit their ability to become evergreen? Or can you use dates on your content to reinforce relevance? Learn why 'post

Is your social media strategy headed for DISASTER? | The Copy Detective
www.copywritematters.com.au

If your social media marketing strategy relies on one platform, or even a few platforms, you could be headed for DISASTER. Learn how to avoi

Rules for Freelancers
www.incidentalcomics.com

This is the second of a set of comics I drew for Red Lemon Club, a site with articles and resources for creative professionals started by il

Webinar: 10 Content Marketing Tips from the Nightclub Dancefloor | Jonat...
www.jonathancrossfield.com

My presentation at Content Marketing World Sydney has been popular enough for the Content Marketing Institute to ask for an encore as a free

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