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Jonathan Crossfield
Works at Self Employed
Lives in Sydney, Australia
867 followers|175,958 views


Jonathan Crossfield

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My NY resolution for 2016 was to get back to posting on my blog once a week, after it became increasingly neglected over the last year or so. Here's the first off the block, on brand storytelling and how to improve the focus of your content.
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Jonathan Crossfield

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Last year, I wrote an article that was highly critical of social media automation (or rather the overuse of it). On the other hand, Jeff Bullas has built a highly successful following and business that is totally reliant on social media automation. So what should two chaps do when they have a disagreement?

I invited Jeff to lunch. 
An influential social media marketer sees social media as a distribution channel first and a discussion mode a distant second. – Content Marketing Institute
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Jonathan Crossfield

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My presentation from yesterday's ATC conference in Sydney is now online. How story is actually the language of the brain and why marketers should think about how every brand communication fits into the story.
Storytelling isn't just one of many creative options in the marketing toolkit. It is an essential part of communication. If your content doesn't guide the story, the reader's brain will create its own — and it might not be the story you want. An exploration of how our brains really work, why story is the grammar of our minds and how you can get your message across more effectively by integrating storytelling techniques acroos everything you do.
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Jonathan Crossfield

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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.
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Jonathan Crossfield

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I had far too much fun cough 'researching' my latest column for CCO magazine. And now it's available online.

What do dead parrots, broken guitars and Vegemite have in common?
A social media attack can be a surreal experience, leaving you bewildered and frustrated. Here’s how to find the best punchlines. – Content Marketing Institute
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Jonathan Crossfield

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My latest column for Chief Content Officer magazine is now available online. As usual, I get my soapbox out to unleash some rage on certain sections of the marketing community...
Forget the carnival-barker lessons that BuzzFeed’s success offers. Here are five steps to gain real traction in social – Content Marketing Institute.
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Jonathan Crossfield

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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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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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Storyteller, writer and content marketer, fighting a constant battle with Mr Pickles the cat for the keyboa^cdf9786afvno87uuuuuuuuuuu
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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Map of the places this user has livedMap of the places this user has livedMap of the places this user has lived
Sydney, Australia
Stockport, England - Heaton Moore, England - Handforth, England - Gosford, Australia - Parramatta, Australia
Writer, Content Marketer
  • 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
Jonathan Crossfield's +1's are the things they like, agree with, or want to recommend.
Three Questions Your Story Must Answer

Just because you’re telling stories on behalf of a brand doesn’t mean the rules are any different than if you were telling fairy tales to yo

Successful Storytelling Is Quick, Not Fast

Better management of digital assets allows you to be agile, adapting to situations and engaging more fluidly with the audience – Content Mar

How top brands tell a story through their content marketing

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

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

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?

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!

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

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?

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?

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...

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

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?

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

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

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

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

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

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

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