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From the Publisher’s desk (or mobile)…

A year ago, ANZ’s digital forum for insight, analysis, opinion and news was just an idea.

"We still have a lot to do to keep driving that conversation but it’s incredibly satisfying that we managed to have a first birthday."
Paul Edwards, Group General Manager Corporate Communications, ANZ

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We saw an opportunity in the media and technology landscape but it was very much an idea – there were no models capturing exactly what we wanted to do and of course the earth was, and still is, constantly shifting under our feet.

Traditional media was changing and in our sphere of interest – business, economics, Asia, leadership – was shrinking.

The audience we wanted to reach, a sophisticated business audience, was discerning but also becoming more engaged in actually steering the debate, not just listening to it.

So the first hurdle for BlueNotes was credible content. If the content we published wasn’t of a high standard it would simply be dismissed as big bank marketing and wouldn’t even get us a foot in the door.

But quality content, while necessary, is not sufficient. In this modern, social media landscape it is not enough just to publish interesting material, to broadcast.

Turning one way communication into two way is a not just a challenge for BlueNotes but a challenge for all media – especially non-traditional publishers like ANZ.

To allow our audience to be more deeply engaged we have crowd-sourced stories, sounded out our audience in advance of publishing, encouraged them to comment.

We are in the process of a major survey of what our readers want – please take it here if you haven’t already – and we are aware that while we are delighted you, our audience, have come along with us so far, the world continues to change.

To date, we have had around 200,000 unique visitors to BlueNotes and our best read stories are getting 7,000 to 8,000 unique views. 

And we have won a few awards including an International award from the International Association of Business Communicators.

It’s well beyond our expectations and well beyond our stretch targets.

We still have a lot to do to keep driving that conversation but it’s incredibly satisfying that we managed to have a first birthday – with a pretty reasonable prospect of having a second!

The views and opinions expressed in this communication are those of the author and may not necessarily state or reflect those of ANZ.

editor's picks

15 Apr 2015

A Note from the BlueNotes Publisher...

Paul Edwards | Manager Operations Strategy, ANZ

We have been publishing BlueNotes for a year and it has been an extraordinary venture. But not just for us here at BlueNotes, more broadly in the world of communications – of all hues.

08 Apr 2015

BlueNotes awarded for excellence

Shane White | Senior production editor, bluenotes

ANZ's BlueNotes has received a major international accolade, the Excellence Award for Multi-audience Communication from the International Association for Business Communicators. BlueNotes celebrates its first birthday this month and this is the publication's second major award.

10 Oct 2014

BlueNotes is brand site of the year

Shane White | Senior production editor, bluenotes

ANZ’s BlueNotes has won its first award, after being named Brand Site of the Year at the BEfest 2014 Awards at Sydney’s Luna Park on Thursday in front of a who’s who of the content marketing industry.