The Step Change Blog

The latest thinking on business, strategy, marketing and sales

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April 26, 2018

What Makes a Great Marketing Plan? [Template]

Marketing Strategy

Have you ever tried driving to a new place for the holidays without a map? Going about with your business without a marketing plan can feel like that. Sure, you might eventually get to your destination — but you risk making some costly and time-consuming turns along the way.

Wrong turns like creating a product only to find out there was no substantial demand for it or pricing your services too low.

Having a great marketing plan and executing it well can give you the confidence that you’re on the right path and that you’ll get to your goal effectively.

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April 24, 2018

The Change Chain: A Model for Moving Minds

Branding, Marketing Strategy

What really makes people decide to buy? And no, it doesn't have a lot to do with singing kittens riding bikes. Find out what does work here:

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April 19, 2018

Supercharge Your Customer Planning to Transform Your Marketing


Every year, businesses spend thousands of dollars on campaigns that would just fail. Why? Because they missed to focus on one vital thing: relevance.

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April 17, 2018

How to Create an Internal Comms Strategy that Works

Business Strategy, Branding, Creativity

One of the many challenges businesses face today more than ever is connecting with their audiences, whether it's their customers or employees.

What may be a significant policy update that can lead to positive change, if delivered in the wrong tone, or using the wrong language, could end up being received poorly by the team.

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April 12, 2018

Why Your Marketing Plan Will Fail [Marketing Plan Template]

Marketing Strategy, Scale

Marketing without a plan is like trying to chop down a tree with a crowbar. You might get there in the end, but there’s a better way.

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April 10, 2018

The Content Marketing Roundup: 20 Stats, Tips, Trends in 2018

Digital, Content Marketing

In today’s fast-paced digital world, businesses operate in a time where attention is scarce and content is everywhere. Businesses who are serious about reaching out to their consumers are upping their game to win their attention.

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April 5, 2018

The Content Marketing Funnel Playbook: A Systematic Approach to Promoting Your Brand

Digital, Content Marketing

Marketers are facing a dilemma today. On one hand, it’s becoming clear that creating content is not only an effective way to raise publicity for their companies, but it’s also essential to do so. On the other hand, so many companies are using content that consumers have become overexposed to.

The typical consumer sees hundreds of articles, blog posts, videos, and other forms of content per day and only manage to fully consume or remember a small fraction of them.

Unless your content marketing strategy can stand out from the rest, there’s no way to convert viewers and readers to consumers.

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April 4, 2018

How To Create A Sustainable Competitive Advantage

Business Strategy, History's Greatest Strategists

Sustainable competitive advantages are becoming harder to find and harder to maintain. There are really only 2 ways that you can define these. What are they?

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April 3, 2018

6 Books about Behavioural Economics CMOs Should Read

Invisible Marketing, invisible communications

The best marketers know when to make and not to make decisions. This is why understanding Behavioural Economics as a science of decision-making and looking into the human behaviour is a must for CMOs. Here are 6 Step Change-recommended books on Behavioural Economics that CMOs should be reading.

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March 29, 2018

Digital Marketing KPIs You Should be Tracking


Throughout the Director’s Guide to Digital series, we’ve established the need for digital to be fully integrated into your marketing strategy. Still, you can’t add any real value to your digital marketing efforts until you can measure performance and track how digital has added to the success of your overall strategy.

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March 28, 2018

Email Analytics: 5 Email Marketing Metrics You Need to Measure Your Success

Marketing Strategy, Digital

If you think that email marketing is dead and that using email to reach your audience is an outdated approach, here are some statistics to prove that it’s here to stay and it’s not slowing down anytime in the future.

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March 23, 2018

Brand Storytelling Examples: How to Hold Customers’ Attention

Branding, Creativity

The heart of every business is human connections. At the end of the day, our work boils down to dealing with people: we exist to solve their problems and mitigate their pain points.

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March 20, 2018

Insights from Kevin Roberts: Creativity and Innovation

Step Change, Creativity

Former Saatchi & Saatchi CEO Kevin Roberts sheds light on essential matters like organisational growth, change, and creativity in this one-of-a-kind interview with Head of Strategy, Glenn Bartlett. This is the first post of the five-part video series. 

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March 15, 2018

5 Innovative Australian Companies You Should Know About

Business Strategy, Innovation, Business Growth

Many organisations today are under pressure in the relentless race of being ahead of the curve.

Whether it’s needing to enter new markets, achieve a sales breakthrough, expand margins, or deliver high-quality and low-cost products, businesses need to have an innovation imperative if they want to get ahead and stay relevant.

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March 13, 2018

When Is It Right to Use Public Relations to Build Your Brand?

Marketing Strategy

Public relations is a very important tool when you want to build brand awareness and be recognised as an expert. But is it right for your business now?

In 2017, a mattress war exploded when local mattress seller Koala threw massive shade at high-end bedding giant De Rucci. If you’ve been travelling from Sydney to Melbourne, you may have seen these somewhere near the airports...

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March 9, 2018

Why People Buy: Here's What You Need to Know about Buyer Psychology

Marketing Strategy, Invisible Marketing

KitKat wasn’t always the behemoth brand that it is today. It used to be floating around with all other Nestlé products, struggling to gain traction and make a name for itself. Like KitKat, many businesses often have a great idea or product but often find it difficult to get people to buy. Because the truth is, it’s often the best marketing, and not the best product, that wins.

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March 8, 2018

Australian Economic Outlook 2018

Business Growth

The Australian Bureau of Statistics and the Reserve Bank of Australia are predicting continued strong growth for the Australian economy this year. Businesses all throughout Australia have much to celebrate and look forward to.

If you’re a business owner waiting for the right time to maximise your bottom line or shift your focus this year to driving long-term value while increasing revenue, now may be just the time.

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March 1, 2018

Who Says You Can’t Use Digital in Government?


Let me start by thanking all our clients who have given us the chance to prove this and believed in us. You know who you are.

Many still believe that some of today’s modern marketing techniques, particularly in digital, just won’t work when communicating with government departments.

To this, we say: Rubbish!

Digital marketing knows no bounds. And when we talk about modern marketing techniques that can be used in government, these can refer to content marketing, performance media, social media marketing, and marketing automation, amongst others.

Here’s why we think digital has a place in government.

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February 27, 2018

How to Identify Clear Business Opportunities

Business Strategy

Matthew Osborne has always been on the lookout for different money-making opportunities. He had just started a family of his own, and he was earning less than $6 an hour — it just wasn’t enough to make ends meet.

And when you cant see that ends are meeting, your observation skills suddenly become heightened.

So he did find his opportunity. And in the most unusual of places.

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February 22, 2018

Where Do CEOs Plan to Invest for Growth in 2018?

Business Strategy, Digital, Business Growth

We recently surveyed 133 CEOs, Directors of Marketing and Sales, and CMOs to find out where companies are likely to invest for growth. 

We found that most young executives are aiming to increase investment across the board more than older executives. We also found it interesting that smaller cities like Adelaide are more adventurous in terms of virtual reality or augmented reality than Sydney or Melbourne.

The highlight of our survey reveals the key areas where business leaders plan to invest to grow their businesses this year.

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February 21, 2018

Key Explainer Video Metrics Marketers Should Be Obsessing Over

Business Strategy

So you’ve produced a great video explainer that will help your target audience easily understand what it is that you do. You’ve thought about where to strategically embed it on your website to gain traction. You had it pinned on top of your social media account. You shared the link to your team.

Now all that’s left to do is track its success.

But how do you know your message is getting across? What key metrics should you be looking at?

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February 16, 2018

What Makes a Great Digital Marketing Campaign?


In an ever-changing and highly competitive digital environment, not having a solid digital marketing campaign is a lost opportunity to attract new leads, engage your audience, and drive them through the funnel for actual conversion.

Still, so many businesses out there do not have a digital marketing strategy or know how to run an effective marketing campaign online. 

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February 15, 2018

Why CFOs Play a Critical Role in Strategic Decision-Making

Business Strategy

The Chief Financial Officer is a key player in any organisation and is someone you need to successfully engage with if you want to create positive change in an organisation. A CFO can be your biggest ally — or your greatest nemesis.

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February 8, 2018

Step Change News: Movie Night Success | Powerful Presence Leadership Course

Step Change, Powerful Presence

With our popcorn boxes ready and our digital thinking caps on, we stepped into The Dendy for Step Change Movie Night last week. We welcomed more than 200 clients and friends — our biggest audience ever.

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February 6, 2018

How Would Warren Buffett and Jack Welch Launch Your New Brand?

Business Strategy, History's Greatest Strategists

There are many different ways to launch a new brand, and any one of them can jumpstart your products from scratch. But it helps to take inspiration from some of the world’s greatest strategists because, after all, their success has been tried and tested.

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February 1, 2018

The Hierarchy of Content Engagement


With today’s digital space overloaded with so much content, cutting through the noise is only half the battle won.

You need to get your audience to complete the content engagement hierarchy to drive actual conversion.

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January 30, 2018

4 Pharmaceutical Marketing Strategies to Make Your Product Stand Out

Marketing Strategy

On a degree of difficulty scale, marketing prescription pharmaceuticals rates high on the list. It’s an industry like no other — categorised by heavy restrictions, a shed load of data, and an audience that is limited and hugely intelligent.

To top that off, there’s also limited time to monetise the new drug before generics flood the market.

So in a few short years, your marketing campaigns need to shift choice away from the incumbent, educate those at the upper end of the knowledge chain, build brand loyalty and value above just price, and remain within the confines of the MA code.

It’s not a task for the faint of heart.

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January 25, 2018

Transform Your UX Design through a Customer-Centric Strategy


We have recently seen an interplay between design and business strategy in the digital landscape. With key players setting the pace for how we can tailor design towards the user experience, we then ask, does it really make a difference?

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January 24, 2018

How Would Florence Nightingale or Che Guevara Grow a Business in a Recession?

Business Strategy, History's Greatest Strategists

Growing a business is hard in the best of times. However, in the worst of times, such as the conditions found during a recession, growing a business is next to impossible unless the right strategy is developed.

A prime example is the modern-day Great Recession where more than 170,000 small businesses closed their doors between 2008 and 2010, according to the US Census Bureau.

While the loss of over three million small-business jobs was catastrophic for many individuals, there is an opportunity to learn lessons in an effort to remain prepared should a future lengthy recession occur.

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January 19, 2018

5 Reasons You Shouldn’t Miss Out on the Practice of Powerful Presence

Powerful Presence, Culture & Leadership

The Practice of Powerful Presence is a series of concepts and exercises that let you consistently bring out the best in you so you can be the best leader for others.

This is not another leadership tool or app you can simply download — it’s the complete operating system you need if you want to think clearly, think creatively, be powerfully present, and have an edge in your communications.

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