Craig Mack is a social media and content strategist, speaker, lecturer, blogger, copywriter, model and Ambassador for suicide prevention charity R U OK?.
Social Media, Content and Influencer Strategy
My experiences from over 9 years working in social media, content and digital - as client, agency, freelancer and talent - are as diverse as the brands and campaigns I’ve worked with.
For me, content isn’t king and digital isn’t first. The audience is both royal and a brands first priority. I believe that truly understanding and speaking to the needs and interests of your audiences - not simply defining and targeting them - is one of the strongest keys to reaching and engaging them, and creating success. What you say and how you say it should organically blend the brands goals, identity and messaging with your audiences interests, preferences and needs, and the platforms you activate to reach them should always be informed by where they are.
Content might not be king, but it is extremely powerful for capturing the attention of your audiences. Great content, strategy and messaging are essential ingredients for success. The strongest, most effective - and most interesting - content and strategies follow 7 Simple Strategic Principles that combine the science of data and insights, the art of content and messaging and the spark of creative thinking -
Unite: audiences, influencers, communities and brands - to grow awareness, reach and opportunities.
Activate: audiences to perform desired behaviours, and different platforms and content types - to maximise reach, engagement and achieve strategic goals and objectives.
Educate: about the brand and product/s - to create credibility ,relevance, interest and curiousity to discover more.
Inform: of offers, news, updates, campaigns, causes and opportunities - creating reasons to connect, engage, participate, share and purchase.
Entertain: with a rich mix of content that tells stories, evokes emotions and provokes tears of all types, from laughter to empathy - creating a sense of genuine understanding, care and personal connection, and break up the brand focussed education and information.
Surprise: by giving or doing something fresh, unexpected, bold and different for the brand, competitors and category - to stand out, be unique, create a brand personality that is memorable, attract the desired audiences and generate positive attention.
Grow; the brand by planning data driven business goals, strategies, tactics and content that deliver meaningful business outcomes - ensuring time, effort and budget are maximised, and that all activities have a clear strategic purpose that creates real, measurable business benefits.
Model, Talent and Influencer
Signing with Wink Models in 2014 I’ve featured in campaigns for many brands including Masterfoods, Red Rooster, YouI Car Insurance, CBA, Weight Watchers, LG, Aussie Home Loans, BOC Gas, Rebel Sports, Blackwoods, Prospa, Nutrilife and Hydralyte.
As an influencer and blogger I’ve partnered with brands including Polished Man, Cupid’s Undies Run, The Bearded Chap, ADMA, ListenUp music, Teamm8, Sydney Gay and Lesbian Mardi Gras.
Secretly though, I’m waiting and training for my big break as a swimwear model and influencer ;)
Mental Health and R U OK?
As an Ambassador for R U OK? I share my own experiences of living with depression, and my attempts to ‘check out early’, to demystify some of the complexity of mental health, and what it means to support friends, family and those around us.
Noticing the signs that someone is not loving life and asking 'Are you OK' are easier and more powerful than we think, and there are many ways to help, from simply being a friend who takes the time when one is needed to online resources and services or seeking professional help.
Talking more openly and honestly, encouraging everyday conversations, sharing experiences, resources, contacts and ways to help is valuable for creating more confidence in being able to help - whether it’s just listening on a bad hair day, or being there for the real challenges.
I’m also a member of the NSW Mental Health Commission Community Action Council ( CAC)
