PR Fail Files: Ryan Lochte’s Good Morning America Interview

U.S. Olympic medallist and ultimate-bro Ryan Lochte has a catchline he blasts at every media opportunity post the Rio ‘robbery’ scandal: “I over-exaggerated.”

This would be OK if you’re a five-year-old fibbing about the size of your Peppa Pig collection, but when you’re a 12-time Olympic gold medallist with an image to uphold, it only takes one “over-exaggeration” for you to be labelled a liar.. Forever… Across the world.

And just like that, the plug is pulled on your career, and the pool water gurgles down the drain taking your millions in sponsorships with it. Bye bye, Ralph Lauren. So long, Speedo USA.

Such was the case with Lochte after Rio authorities revealed that the swimming sensation’s initial recount of being “robbed” and “having a gun at his forehead” was false.

During his Good Morning America interview in the weeks following, Lochte owned up to his blunder but also rapidly blamed journalists for reporting his “huge mistake” and turning it into “the worst weeks of his life.”

Said Lochte; “I have a great team. They are dealing with it, all the legal issues. We’re just trying to get this over with. It’s been dragged out way [for] too long. The media has taken this to a whole new level. I want to put this behind me and move on and move forward, and I think the rest of the world wants that, too. There are other, bigger issues that this world is facing..”

There’s a lot wrong with his interview – for example, blaming everything on the media is a great way to attract even further negative press – but the one standout way Lochte made this a PR disaster can be generally summed up in one way.

He waited too long to say sorry.

And I’m not just talking about the big picture timeline of events. In this interview, Lochte made sure to correct his version of events, made an effort to thank his team, fans and family, and discuss the negative impact of the events on both his teammates and Team USA.

His semi-apology – “I’m taking full responsibility” – then came later. By this time, though, it’s too late in the discourse.

Lochte’s apologies were also peppered with elements of self-defense. For example, Lochte wasn’t sorry for the incident, he was simply sorry for “not being more careful” in explaining the “traumatic” events. See the difference?

Lochte has lost an estimated $1m in sponsorship agreements since the Rio incident, including been dropped from leading brands like Speedo USA and Ralph Lauren, that many hard-working, deserving athletes would jump hurdles for.

His swimming career is over, but his recent drama is likely to fuel strong interest in his reality television switch when he appears on US ‘Dancing with the Stars’.

In light of this, here’s a sentence that I never thought I’d find myself uttering:

Can ‘Dancing with the Stars’ redeem Ryan Lochte?

Here’s the crazy part… With the right PR strategy and media training, it actually could.

Adding steak to the sizzle to make an effective communications strategy

Words, content

When developing a communications strategy it may be tempting, especially for a communications specialist answering to a higher authority, to come up with dozens of different marketing and PR delivery tactics or to get sucked into the latest piece of marketing automation tech. This is usually done in order to make a strategy seem more impressive, but having pages of points in your strategy that say things like, ‘we’ll use social media outlets’, or, ‘we’ll send a media release to all the major newspapers’ is not so impressive. If these tactics don’t have quality content backing them up, it can be counter-productive to the overall goal.

Some of the most effective strategies often take a simple ‘quality over quantity’ approach, by spending a little more time on the story that needs to be told, rather than focusing all the effort on the latest marketing and PR trends to distribute that story.

There are a few easy tips to ensure a communications strategy is not ‘all flash and no substance’.

Know the platforms – match your content to their language

Choosing communication channels for your strategy is only half the battle. The next challenge is how to communicate through those channels.

For example, wanting a media release on an online news platform or in the newspaper means making sure the content is ‘news ready’. This means the release needs to be interesting, informative and written in an appropriate news style. Journalists go through a gargantuan amount of media releases, but a large number end up lining bird cages because they appear more advertorial than informative, like promoting a business rather than what the business’ accomplishments mean for news readers.

Another example is using social media, where content needs to be suitable for interaction, discussion, sharing/social interaction and have character limits.

Know the audience – how do they absorb content?

This is one of the most important factors because it’s where the most can go wrong. An off-putting message or message delivery is a business-killer. Taking the time to understand your audience leads to knowing what they want to hear, and how they want to hear it.

This does not encourage lying or spin; it simply means knowing how to engage correctly.

For example, young adults are likely to lose interest with long and text-heavy emails or articles that contain unnecessarily pretentious vocabulary. It’s important to know how they absorb messages before delivering one. In the case of young adults, tailoring content to them may involve writing short and sweet pieces that get the message across in a light and conversational tone. Even a small video that can visually illustrate a point help drive a message home for this particular group.

Similarly, a political or executive audience is far more likely to take you seriously if you communicate though formal and professional content, rather than an informal ‘hey, wassup?’ piece of marketing.

Know the product – how should you talk about yourself?

Understanding the value of a product or service is the biggest element in dictating how to talk about it. A communications strategy should weigh the impact of the product or service it’s supporting, and then the content should present a tone or style that reflects that weight.

For example, trying to write a glittering academic feature for the Australian about your company’s new brand of toaster might be excessive and unrealistic, but similarly the promotion of a state-wide awards gala shouldn’t be limited to a paragraph on Wikipedia and a casual post on Twitter.


The best way to remember these points is to consider a simple truth: Before you communicate, you have to have something to say.

5 Social Media Tips For Tourism

If you’re in the tourism industry and looking to enhance or begin your social media and online presence, then there’s some key considerations to think through and some planning required. Have a look at what other successful businesses are doing and learn from their efforts.


Think about what types of online media your audience is likely to use. Is it Snapchat, Facebook or Twitter? Or something else? And don’t forget about TripAdvisor. Many consumers rely on online reviews for their decision making. Peer influence is very important in the process. Over 50% of Facebook users say their friends’ photos have inspired their choice of holiday and shaped their travel plans.

Here are five key considerations to shape your tourism social media efforts:

1. Be informative

Your goal should be to become an authority on your region and its attractions. Avoid the temptation to simply plug your own business at every opportunity. You will win a loyal following if you’re able to provide a regular flow of useable information that provides advice and tips for visitors.

Provide accurate updates on local happenings and interesting events, new tourism product, travel conditions and yes, even the weather.

Suggest a list of key things to visit, great photo spots, provide maps and amazing photos.

If you employ an imaginative and informative content strategy it will help in SEO and have your business rank more highly on search results.

If you give potential visitors value in terms of superior content, they are more likely to have a connection with your brand.

2. Be authentic

Be real and believable.

The effect of ‘gilding the lily’ can be a loss of confidence in your business by visitors and result in negative online reviews and an erosion of trust with your audience.

Show what the experience is that visitors can truly expect – accommodation, activities, scenery, food and most importantly the character and characters around you.

A rising tide floats all boats, so the more you can accurately enhance the profile of your region the better for you. There’s not a finite amount of success available.

3. Involve your audience

Social media is very much a two-way street. Interact with and have a conversation with your online community. Ask questions, ask for feedback and invite them to contribute content. You’ll be amazed at how many gorgeous photos, stories and experiences can be shared from your own visitors.

Feeding time at Lovers Cove 🐠🐟💦 #fishfeeding #daydreamisland #lovewhitsundays #thisisqueensland 📷

A photo posted by Daydream Island Resort And Spa (@daydreamislandresortandspa) on

They’ll give you honest feedback and recommendations. Thank them for their reviews and don’t ignore their communication – good, bad or otherwise.

Consider what competitions, promotions or incentives you can run on your platforms, big or small. Encourage guests to tag your accounts on their posts on their own pages.

4. Employ a content marketing strategy

A lot of great content doesn’t happen by accident. Much of it is planned and thought out.

A simple but effective tool is to utilise a content marketing strategy and it can be as simple as using a calendar. This can be a spreadsheet, online doc, or paper diary.

  • What advice pieces can we create?
  • Consider the time of year e.g. Christmas, Easter or school holidays
  • List local events we can post about
  • Look at seasonal opportunities
  • Are we running any promotions for specific booking periods?
  • Look at a theme for a certain period – e.g. to coincide with Mothers’ Day, or a local food festival.

Once you start its pretty easy to brainstorm a whole list of topics and specific pieces that can form your content platform.

You will also need to consider what medium it’s best for – your website, blog, newsletter, Facebook, Instagram, local or national media, or all of these.

Don’t forget to include video. It’s one of the most powerful forms of delivery and all platforms are embracing it. Your videos don’t need to be long or elaborately produced productions.

Once you’ve got a calendar settled it will help drive your activity and keep you focused and motivated. It needs to be flexible but with a bit of effort should help fuel your content creation.

Here’s an example of what a calendar may look like:



5. Post regularly across all channels

Don’t allow your content or online presence to wither on the vine.

Post regularly across all your social and online assets. It doesn’t need to be every day for each medium but you should feature regularly and make sure you are responding to messages and thanking your community for their involvement. They will like being appreciated. And, don’t forget to share…


3 Easy, Afforable Tools To Produce Great Video Content


Video is massive. It is quickly becoming the main weapon in any marketers social or content marketing toolbox. If you’re not convinced the stats speak for themselves.

  • Facebook users watch more than 4 billion video clips a day
  • 64% of marketers expect video to dominate their strategies in the near future
  • By 2019, 80% of all internet traffic will be video.

Still not convinced here are 31 Video marketing Statistics To Inform Your Strategy

Jamming hard up against this opportunity is the clear challenge of producing video content in a simple, cost effective way. For most SMBs the days of hiring a camera operator, sound guy, producer and editor to produce 60 seconds of video for $30,000 are well and truly in the past. Thankfully, like many industries, there are lots of smart people out there finding ways to let companies produce relatively affordable video content.


Hobart-based startup Biteable is not only slicing down that time to less than 10 minutes, but also making the process as simple as it is to create graphics on Canva and as cheap as creating professional videos can get.

So how does it work? You create a free account on; and then start making videos by selecting a ‘scene’, customising the colours and text, adding more scenes to your heart’s content, and pressing done.

A watermarked version of the video will be sent to your email in 15 minutes or less; and if you’re happy with your creation, you can purchase a High Definition non-watermarked version for $99, which can then be posted anywhere online. If you’re not happy, you can always go back and edit as many times as you like.

We used Biteable to create our explainer for Content on Demand. Took me one hour to create the initial video and will take half as long again next time.


The Shootsta platform provides large companies with the necessary training and camera kits for them to shoot their own videos, with the footage then sent back to the startup for post-production. In just six months the company has secured more than 20 clients, including Qantas, Bank of Queensland and Toyota. It has also scored a $1 million investment from AdCorp.

In their own words.

“We came from the corporate video production world and constantly had clients tell us they wanted to produce internal, marketing or promotional videos every week but it was just too hard and too expensive. We realised if we could equip companies with the right gear and training they could film their own content and we could do all the heavy lifting with the post production. And that’s when Shootsta was born.”

Shootsta offers packages starting at $2,000 per month on a 12 month plan which includes 2 videos per month. The $9,800/month package includes unlimited videos, 24-hour turnaround as well asa  range of add-ons.

Big Review TV

Big Review TV Ltd is an ASX-listed group providing online video content, video reviews and online marketing services to small and medium enter- prise through is a brand new video review platform aimed at consumers. It is a video review platform that integrates video review shows, video marketing, and user- generated video content with social media via the Big Review TV app. The Big Review TV App is a free video review mobile phone application that allows consumers to search and view video reviews of places of interest, and produce their own video reviews that upload automatically to and can be shared via social media networks.

The app can also be used by merchants as a video marketing tool to communicate with customers by uploading video news and updates to their business profile page on

It then uploads the videos to its tech platform, allowing customers hungry for reviews of products, events, restaurants and more, to actually see what they want in living colour – a big edge over a written review.

Following the initial video, the company then charges subscription fees to the merchant for a place on this online eco-system – providing exposure and customer engagement for businesses while giving people access to slick video content that helps them to decide where to spend their cash. A win for everyone.

Customers can then upload their own video reviews to this company’s website, adding to the community conversation and to the value of the service.



FIIG Securities’ Managed Portfolio Service For Bonds hits $100 million


Australia’s first of its type managed portfolio service for bonds has now exceeded  $100 million in investments, with a range of individual, institutional and not-for-profits (NFPs) embracing the service for its high level of control, transparency and performance.

FIIG Securities launched the Managed Income Portfolio Service (MIPS) in mid 2015 as a way for investors to retain direct ownership of their bond portfolio and either receive fixed income or reinvest it while delegating the portfolio’s day-to-day management.

FIIG developed four different Investment Programs for MIPS, from which investors can select depending on their requirements for return and tolerance for risk, with the minimum investment starting at $250,000. Customised programs are available for larger investors ($5 million+). 

Performance has been a key driver of demand for MIPS with average performance, net of fees, for each of each program for the three months to end of May 2016, outlined below. 


Month ended
May 31, 2016

to May 31, 2016

Annualised (quarterly)


Launched May 2016

Core Income




Income Plus




Inflation Linked





Since launching, more than over 50 investors with an average investment of around $1.75 million have utilised MIPS with total investments passing $100 million last week, with the most popular being the ‘Income Plus’ program.

FIIG Head of Institutional Markets John Cummins said the service provided clients with direct access to a well-diversified portfolio of direct bonds combined with professional management and oversight.

“Direct ownership of bonds has many advantages over buying them indirectly through a bond fund,” he said. “MIPS gives you all the benefits of beneficial ownership while delegating the day-to-day running of your portfolio to our fixed income experts.”

“Since launching we have experienced a steady inflow of investments with many investors increasing their programs once they fully understand the benefits,” he said. The success of the service over the last 12 months has gives us confidence there is a strong market for the MIPS and we will continue to grow well into the future.”

Under the MIPS offering investors simply set a mandate and FIIG’s portfolio management team manages the portfolio for them.

Investors through MIPS receive full professional investment management, retain beneficial ownership of their bonds, can choose to receive  or reinvest income,  and enjoy full transparency, with online access to details of their portfolio such as portfolio performance, valuations and transactions. (cont’d)        

FIIG Securities Limited, which is licensed by the Australian Securities and Investments Commission (ASIC), is Australia’s largest specialist fixed-income dealer. FIIG now facilitates over $1 billion of corporate Bond transactions per month for individuals and corporate investors.

FIIG has more than $11 billion in term deposits and corporate bonds under advice in its short-term money market, bonds and custody business.  The company has offices in Sydney, Melbourne, Brisbane and Perth. For more information about FIIG Securities please visit

ENDS: Media enquiries to Ben Ready on 0415 743 838.


Collect Cash Faster With IntegraPay and ezyCollect


Collecting money with Xero is now faster and easier than ever with a new partnership between two of Australia’s most innovative software companies.

Leading payments technology innovators IntegraPay has teamed up with cloud-based collections automation business ezyCollect to accelerate accounts receivables recovery for small businesses using the Xero accounting platform.

Under the new partnership, businesses that have signed up for ezyCollect’s automated invoice reminder add-on can integrate with the IntegraPay add-on to make it easier for their customers to make payments using a range of different options including credit card, BPAY and bank debit.

The combination of regular reminders and easy payment options offered by the new solution can have a dramatic impact on accounts receivable with some clients reducing overdue debt by more than 50% and reducing bad debts by more than 90%.

IntegraPay Chief Executive Officer Chris Urry said the partnership brought together two solutions with a shared goal of helping clients to collect payments faster and more efficiently.

“Collecting outstanding invoices is one of the biggest challenges for small and medium sized business,” he said. “By combining regular, automated reminders using ezyCollect and giving clients a range of payment options using IntegraPay, debtor days are smashed and cash flow become much easier for businesses.”

“Individually, we have both been able to demonstrate the value of our systems… combining them together on the Xero platform will give businesses a great opportunity to get ahead of their receivables and improve their bottom line.”

According to a study from Dun & Bradstreet, more than 90% of business fail due to poor cash flow. The leading cause is bad receivables management.

ezyCollects software solves this problem by intelligently automating unproductive, manual and repetitive tasks done by accounting departments. This allows businesses to focus on the most important part of their business – growing sales and building customer relationships.

The results speak for themselves, with most customers seeing a 50% reduction in overdue debts in under three months.

ezyCollect CEO Arjun Singh said the partnership with IntegraPay brings together two unique platforms.

“We both understand the importance of cashflow to business success and have developed solutions that unblock the payment pipeline at key points,” he said. “The combination of ezyCollect and IntegraPay has the potential to slash your overdue debtors in weeks.”

The IntegraPay Xero add-on brings together a number of important features, including utilising all the most popular payment methods, and for the first time allows you to include BPAY as a payment option.

IntegraPay allows customers to pay Xero one-off invoices or recurring payments using a range of other options including credit card, bank transfer or regular direct debit, straight from the invoice.

Customers click on the Pay Now button on their invoice to be directed to a menu of payment options. From there they simply select the solution that works for them and make the payment.

IntergaPay’s Xero payment solution automatically reconciles payments from the invoice in Xero to reduce manual data entry and administrative costs while removing the risk of reconciling a payment with the wrong invoice.

Four Easy Ways To Engage Media (Without Being Annoying)

Whether you’re an individual or company with a product or message, maintaining a relationship with media – either through yourself or through a public relations agency – is vital in shaping your message and sharing your story.

There are endless ways to engage with earned media owners.

Screen Shot 2016-06-28 at 10.51.47 AM

It’s crucial to harness knowledge, professionalism, and to never be that pushy, 10-times-a-day-follow-up caller. Equally, it’s important to effectively craft your company communication in a way that’s valuable and meaningful for both your audience and the journalist.

Below we share four (of many!) ways you can deliver information and connect with media.

1. The Opinion Piece

Media outlets are increasingly happy to publish your content in its entirety if it contains content that’s valuable to an audience. Put aside all self-serving and advertising-esque writing, though, because that’s a sure fire way to land your pitch in the ‘junk’ folder.A value-packed, educational opinion piece can be a great way to get your name or product out there, particularly if it offers a differing or alternative perspective.

2. The Tip Off

Just as Daily Planet’s mild-mannered reporter Clark Kent *always* seems to land breaking news on Superman, tipping off your best stories to the media provides them with an exclusive and gives you plenty of space to prepare your information in advance. Perry White would be proud!

3. The Backgrounder

Making a journalist’s job easy with a simple backgrounder about who you are and what you do makes their job a million times easier. Who wouldn’t love that?Journalists are busy people. And just like Gordon Ramsay, they prefer everything handed to them on a plate, deconstructed, so they can serve it all out..

…Stay with me.

The backgrounder serves the purpose of parsing out information for media. You don’t want to leave writers digging around for your story; you want to hand them all your information, complete, with the proverbial cocktail umbrella on the side, right? The backgrounder exists as a separate, discrete piece of information that you can distribute alongside other PR collateral.

4. The Media Release aka The Elder Wand of PR

If you’re a Harry Potter fan, you’ll know I’m kidding… There’s no way anything can be as powerful as the most powerful thing in the history of Wizardkind! GOSH.But seriously, the media release is definitely up there.This tool still remains by far the number one way for brands to communicate with media. It allows you to cleverly construct your key messages and deliver them in journalistic format.

A smashing, well-timed, value-packed, efficient media release truly is half the job done.


Whether it’s media releases, media engagement or simply content you’re after… Please get in touch with us!

Header image:’>alexpokusay

Is sourcing great content, without the hassle, possible?

content on demand

Like many traditional public relations firms RG Communications has seen first hand the growth of content marketing from a small niche player in the marketing world to all-pervasive monster. We have also seen first hand how companies have sometimes struggled to deal with the large volume of content required to feed the beast.

Content can get complex, painful and expensive very quickly; particularly in a small team where resources are scarce and priorities numerous. We wanted to find a way to ease the pain for marketers who know what they want and when they want it. We wanted to be able to provide content on demand.

Over time we developed the idea for a portal that provided organisations with the ability to refine their content ideas and out-source the hard yakka to professional writers, giving them the chance to focus on more important things. We call it ‘short order’ content, and naturally, we called the site Content on Demand.

Briefing is the key

As part of the planning process we quickly realised that to make developing one-off content pieces cost effective you need a briefing system that provides writers with a clear, unambiguous brief about the project. Understanding the purpose and style of your content from the outset is the easiest way to streamline the content production process.

Much of the frustration with content production comes from the endless iterations that are a direct result of having limited consensus among stakeholders about the purpose of the piece.

That is why Content on Demand is underpinned by an intuitive briefing system we’ve called EziBrief. EziBrief allows customers to order a range of different content types by completing a simple briefing form. The brief is then assessed by one of our in-house editors and assigned to either an in-house writer or external subject matter expert.

Think of it as your inspiration, and our perspiration. You develop the idea and we bring it to fruition.

A range of standard content pieces are available to be ordered through the site, including media releases, feature articles, advertorial/editorial, testimonials, white papers, blogs and case studies. Each project is priced based on the quality of the brief and the expertise required to produce the content.

What we believe

In developing Content on Demand we were cognisant of the fact that there are already numerous marketplaces available that provide a link between brands and the masses of freelance writers.

Our vision was a bit different and we based our business on four founding principles:

Quality content, requires quality writers
We believe the skills required to produce high quality content that engages customers takes many years to develop and expert practitioners are hard to find; and extremely valuable.

Technology has an important role to play
We believe traditional methods of sourcing content can be improved by utilising technology to streamline the process, making it more efficient and affordable.

Great briefs = great content
We believe that by streamlining the content briefing process while maintaining high standards we can help business maximise the opportunity of content marketing.

Speed is of the essence
We believe good content producers should be able to quickly understand your business and content needs quickly and deliver high quality content in a timely and cost effective manner.


A bit about us

Content on Demand was designed and built by RG Communication’s in-house digital design business Villain Designs using WordPress and Gravity Forms. RG Communications was established in 2014 by Ben Ready and Brenton Gibbs and services a range of clients across the tourism, travel and property industries. Clients include AirAsiaX, Aquis Australia, Oliver Hume, Daydream Island, Devine Limited, FIIG Securities and Tourism and Events Queensland (TEQ).

3 Time-Saving Tips to Manage Your Social Media

Manage your social media community before it begins to manage you.

This is good advice if you’re building your social media presence and intend to use it as a useful marketing tool and a source of information for your audience including potential customers.

A dedicated social media presence takes time and requires daily attention and some planning.

Don’t feel you need a presence on all social media accounts, especially if your resources and time are limited (Do you really need that Pinterest account?), but narrow down the key ones to a manageable few and make a concerted effort on those. It’s better to do a few channels well than a lot poorly.

Here’s some other key tips to help you save time and be more effective.

Implement a content management plan
A proactive social media presence requires a solid content marketing plan. Your audience will respond more positively if your content is well thought out and timely.

It doesn’t need to be complicated. Maybe call it an editorial calendar and identify key dates, events, holidays or seasons. Work out a monthly plan and break it down into weeks. Is there a specific theme for the month? Is it a holiday or a summer related activity you wish to promote?

Try and mix up your content so it’s not too repetitive but make sure it’s all relevant.  Indicate which platform it will be posted on and what external resources are required e.g. images, video etc.

Identify your clear target audience for each post and keep them in mind when you create the content.

social media

Use a social media management platform
There are various tools that help you manage multiple social media accounts and platforms. Some of these include Hootsuite, SproutSocial and TweetDeck.

There are others but these are three popular suites that can integrate your Twitter, Facebook and LinkedIn accounts (and others), enable posting to different accounts from one central dashboard, view numerous feeds and schedule posts in advance, which can be a lifesaver.

These tools also have the added advantage of giving you metrics of all your accounts in one place like your reach and levels of engagement.

SproutSocial also has a nifty service called Landscape for resizing an image beautifully for each social media platform.

Practice social media listening
Social listening is the art of listening in to conversations taking place and being willing to engage or join in the conversations.

If you’re not monitoring your accounts then you will be missing out on important feedback and insights into your community and customers.

It’s important to note that many customers may not say exactly what they feel directly to you or on your page; their criticism may be on an anonymous page or competitor profile. Put simply, you need to expand your efforts in just looking in the obvious places for feedback.

The above companies also incorporate social media monitoring into their tools where you can monitor sentiment and search for key words or terms.

Put simply, there’s no point in engaging in a social media marketing effort if you’re not going to monitor and interact with your audience.

Image copyrights: rvlsoft / 123RF Stock Photo and 2nix / 123RF Stock Photo

RG Communications Launches Short Order Content Portal Content On Demand

content on demand

Leading Queensland communications firm RG Communications (RGC) has today launched a short-order content portal designed to streamline one-off, custom content sourcing.

Content on Demand has been more than six months in development and is underpinned by an intuitive content briefing system called EziBrief.

The site allows customers to order a range of content types by completing the briefing form. The brief is then assessed by one of RGC’s in-house editors and assigned to either an in-house writer or external subject matter expert.

RGC is one of Queensland’s most experienced communications, content and creative firms with extensive experience in brand publishing and content. The company owns and publishes MBA News Australia and the primary content partner for a range of independent publishers, including

Content on Demand Founder Ben Ready said the portal was designed to provide large brands and SME’s with efficient access to quality content producers, without the hassle of auctions or constantly sourcing new suppliers.

A range of content pieces are available to be ordered through the site, including media releases, feature articles, advertorial/editorial, testimonials, white papers, blogs and case studies.

“The site was borne out of our own frustrations with peer-to-peer marketplaces where expectations around quality are rarely met by the reality,” he said.

“Content on Demand is designed to fill the gap for clients who know what they want and want it done at an affordable price by local writers with local knowledge.”

Each Content on Demand project is priced based on the quality of the brief and the expertise required to produce the content.

“Our writers and editors are professional content experts with many years experience with pricing reflecting that expertise…there are plenty of freelancing sites where you can get content cheaper but at what cost?”

Mr Ready said smaller companies increasingly understood the importance and value of content marketing, but lacked the internal resources to generate consistently, high quality content.

“Many SMEs struggle to keep up with the volume of content required to feed effective content, social and digital marketing strategies,” he said.

“Good quality content that engages an audience

The new site was designed and built by RGC’s in-house digital design business Villain Designs.

RG Communications was established in 2014 by Ben Ready and Brenton Gibbs and services a range of clients across the tourism, travel and property industries. Clients include AirAsiaX, Oliver Hume, Daydream Island, Devine Limited, FIIG Securities and Tourism and Events Queensland (TEQ).