Content strategy, content creation

Small businesses are a significant part of Telstra’s success story. Smarter Business helps Telstra deliver value back to the community, helping them “Be that business”.

For many brands, “content” is something that’s rapidly put together with desktop research to improve SEO or drive leads. For Telstra, it is fundamental to their small business marketing - and so warranted a genuine brand publication.

Smarter Business Ideas was built in collaboration with real journos who knew their industry and what was going to help SMBs in Australia achieve their potential.

With 30 stories a month being created - including video, editorial and infographics - and additional bolt-on applications and utilities, Smarter Business is one of the most advanced and rigorous content programs in the country.

The Smarter Business program was underpinned by an advanced content strategy that focused on smart segmentation, a brand strategy that gave it a place to own among publishers, and a lead-nuture program that took people from exploration to innovation, and then into store to make the dream a reality. It was a truly omnichannel approach that delivered personalised journeys, a single connected narrative and delivered real value to the users, and to the broader Telstra business.