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Digital-first strategy positions AHRI as a thought leader

AHRI’s primary method of communicating with its members was a print magazine. Since we began working with them in 2014, we’ve helped them fully transition into a multi-channel publisher with a digital-first strategy.

Key objectives

  • Establish AHRI as a cross-platform publisher
  • Launch content hub website and other digital properties
  • Extend reach of content to attract new members and find new sources of revenue

Background

For a long time, the Australian Human Resources Institute (AHRI) primarily communicated with its members via a well-established print magazine – HRMonthly. Highly regarded among the membership, HRMonthly was a good industry read. In fact, it is so well regarded that we were once contacted by the Prime Minister’s office to ask if they could reproduce a piece in their internal staff communications. However, the magazine didn’t have much of a life after the month was out, and was only available to members.

AHRI had long seen HRMontly as a key member benefit – which it undoubtedly still is. However, for the content to not only retain but attract new members, we needed to widen the readership. Particularly as wider industry trends show that print revenue is declining.

Our approach

We overhauled the print magazine and created a new content hub, hrmonline.com.au. The mountain of content that lived and died in print has been brought back to life, while new content is posted daily.

The move to cross-platform publishing ensured AHRI could reach HR professionals whether they were members or non-members. The new assets’ broadened reach would allow new sources of revenue and the possibility of converting online readers into members. Where appropriate, in all content on and offline, we highlight benefits of AHRI membership, to encourage members to make the most of their membership and non-members to sign up.

A new weekly enewsletter, HRMWeekly, was launched to drive more traffic to the website.

The outcome

  • The new approach has gained excellent feedback from AHRI and the HR sector as a whole.
  • HRMOnline is now reaching more unique users per month than the corporate site AHRI.com.au.
  • HRMOnline is the top referral source for AHRI.com.au, helping AHRI extend the reach of their content to attract new members.
  • Digital revenue has increased by 8% year-on-year.
  • The audience is continuing to grow. In January 2018, we reached almost 50,000 users compared to 35,000 in January 2017.

Links:

Content hub
HRM TV

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