Content done differently

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Starting out in the newsroom of a regional daily, I learned early on that tight deadlines were no excuse for poor quality journalism. Fearing the wrath of salt-of-the-earth subeditors, we young cadets honed the skill of being able to write accurate, error free copy under the pump. That core skill has served me well over the years.

Unlike many aspiring journos, I found my niche in the Advertising Features department, which was an unusual combination of customer service and journalism. I loved the challenge of working with clients to write copy that promoted their products and services without obviously promoting their products and services. The trick? Find the story within the story. Trust me, everyone has a story to tell – you just have to ask the right questions. 

As editor for RACQ for almost a decade, I've edited and proofread countless pages of content for both print and digital. I'm a stickler for consistency and accuracy with (I've been told) an uncanny eye for detail. 

Over the last 25+ years, I'm fortunate to have worked at the coalface of print and digital communications and gained extensive experience in adapting to the constant changes – not only in what content people want to consume, but how they want to consume it.

What have I learned?

That it has never been harder for businesses to achieve cut through in a world of information overload. And there's no "one size fits all" approach to good content. Now, more than ever, people want to feel that their needs and wants are understood – and the best way to achieve that is through meaningful communication.

Unicorn Content exists to help businesses connect through impactful storytelling, strategic campaigns, and media coverage that delivers real results. 

Strategy is just a fancy word used to describe how you get from here to there. When developing a content strategy, I focus on three things:

1. Fulfilling the needs and wants of your audience.
2. Achieving organisational objectives.
3. Making connections that count.

To kick things off, we'll sit down and talk about your hopes and dreams, the organisation's hopes and dreams and how we can align the two. This isn't going to be death by PowerPoint – armed with coloured markers, we'll cover a whiteboard in ideas and be amazed by what we discover. 

I'll collate our discoveries into a strategy document that will be your team's yellow brick road towards success.