Great Southern Press’ (GSP) new Industry Marketing Solutions division, managed by Jacinta Hannaford, provides customised marketing services to businesses in the pipeline industry to deliver integrated marketing communications that drive revenue and growth.

“I look forward to bringing together my marketing knowledge with GSP’s strong understanding of the industry to create campaigns that solve pipeline businesses’ unique problems in a new and exciting way,” said Ms Hannaford.

“As marketing now seeks to be more seamless for the customer and moves toward tailored techniques, such as content marketing, the boundaries of publishers and marketers are becoming less defined.”

Content marketing is a marketing technique in which unique and compelling content is developed and delivered to customers in order to cut through the daily marketing clutter and deliver strong, targeted marketing results.

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“With our unique expertise in marketing and industry affairs, GSP is in a great position to provide integrated marketing communication campaigns across a variety of platforms such as microsites, custom magazines and webinars,” said Ms Hannaford.

The US is seeing a growth in publishers that offer marketing services to clients. The American Business Media said that 20 per cent of its members are now engaged with developing marketing solutions for their clients. This is because publishers can offer specialist knowledge and insight that is often lacking in marketing and advertising agencies that spread themselves across many disciplines.

And the trend is now starting to reach Australian shores, with GSP leading the way.

Managing Director of Great Southern Press Chris Bland said “Extensive knowledge of the pipeline industry’s sales cycle, buyers’ behaviours, products and services, goes a long way toward creating marketing that delivers results. We have been working closely with the pipeline industry for many years and it’s a natural progression for us to assist our clients, with our marketing skills with our industry expertise.”

Pipeline Industry Marketing Services include:

  • Audience and market research
  • Strategic planning
  • Marketing materials and copywriting
  • Graphic design
  • Lead generation
  • Website and social media audits
  • Custom publishing
  • Project management.

Traditional marketing

This is the form of marketing that many audiences are familiar with and is sometimes called offline marketing. It includes advertising, direct mail, telemarketing and directories.

Content marketing

Content marketing is the creation of unique content that is relevant to the targeted audience and designed to elicit a reaction from current and prospective buyers, such as lead generation, brand awareness or customer education. Examples of content marketing are branded micro-sites, custom publications and Whitepapers.