Content Marketing for Apps
The Psychology of Content Marketing
Classic vs. Evergreen – By Robert Rose
In a series we’re calling ‘Inside the Inbox of…’ we’re asking industry leaders to let us delve into their most private of places… their emails!
Today we’re exploring the inbox of Matt Pinkney, Head of Content at the Australian Football League.
56 unread (I attempt to read everything I receive – part FOMO, part respect for the sender.)
13 drafts (90% of which are furious responses to various provocations, sent to the Drafts folder to cool down.)
21 flagged (too boring to read, too important to delete, too easy to put off for another day.)
One with gamification expert Zac Fitz-Walter who brings academic rigour to the question of rewarding desired customer behaviours through principles of gaming. Work meets my guilty pleasure.
A back and forth with the team about designing the newsroom of the future. It’s a massive challenge that needs to anticipate and respond to platforms and behaviours that we haven’t yet imagined.
I’ll probably sound like a wanker, but my team. They love their work and it’s apparent in the 24/7 emails about how to best present, polish, refine and improve our content.
AFL newsletter, MOG and Pandora music services, Virgin and Qantas Frequent Flyers, Dr Jason Fox’s Leadership and Motivation missives, Zac Fitz-Walter’s Gamification bulletin, Hawthorn Football Club, Strava, Cell Bikes and a bunch of sales and marketing ones from organisations who I assume bought my address from someone I innocently dealt with.
LinkedIn requests from people trying to sell me things. It’s the modern Trojan Horse.
Strava sends a beautiful email if you manage to become the fastest cyclist on some obscure stretch of suburban bike-path. I’ve always wanted to be a sporting hero and this is as close as I’ll get. Alternatively; ‘Your order has shipped!’
Ways to protect our brand and intellectual IP from the countless pirates of our content. It’s already widespread and bound to grow. The questions are; how do we prevent or mitigate it? And should we care?
Too quickly when I’m angry, too slowly if I’m bored.
When I go to bed and when I go on holidays (although this is a discipline that I’m famously bad at).
Such a hard one. I tried Googling it and found a poignant Robin Williams quote: ‘’No matter what people tell you, words and ideas can change the world.’’ So the email would be an invitation to talk for any friends or family who felt they’d run out of options.