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How we’re using PR to get even better at telling your story

Content marketing is constantly changing, and so are we. Meet our new head of PR.

The only constant in the marketplace is change. Audiences are increasingly harder to find, and speak to, in a meaningful way. So Mahlab has expanded its offering to include PR, as part of a fully integrated communications package to our clients.

Senior PR specialist Lily Carlyon joined the Mahlab team in February. She brings  significant experience from her work in markets across the Asia-Pacific region. Lily has been working with our editorial and social media teams to develop a complementary, integrated campaign approach.

She has already begun work with Thomson Reuters Tax and Accounting as a foundation client, creating a powerful, multi-channel platform strategy.

“Earned media coverage plays a key role in raising awareness and helping to educate the people that you’re trying to reach. But it’s not enough on its own,” she said.

“It should complement the information you’re providing audiences through your owned, paid and social channels – as well as the events, activations and other audience touchpoints your brand has created.”

Mahlab founder and Managing Director Bobbi Mahlab agrees. “While the fundamentals of quality storytelling have not changed, the way that we deliver that content to audiences has changed dramatically,” she said. “Simply publishing great content doesn’t cut it anymore – you need to get this content to your audiences in the channels that they’re engaging with. Traditional media is just one of these channels.”

“We are developing white papers that are launched to media, promoted through paid social channels and used to create content for the company blog. This means a single asset is being used to raise awareness, drive audience engagement and generate marketing qualified leads,” Lily says.

“We’re looking forward to showing more of our clients the benefits of a fully integrated comms strategy, and how effective it can be when you get it right.”

The results for Thomson Reuters? Over a 10-week campaign, Mahlab delivered 77 leads, including 20 who requested immediate contact with a Thomson Reuters specialist.

We generated 3893 clicks from the core audience of CFOs, finance, IT and taxation professionals across facebook and LinkedIn.

The content we created placed Thomson Reuters in leading thought-leadership platforms like The Australian Financial Review, Public Accountant and Accountants Daily.

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