— Interviews

Staff Q&A: Amanda Gross


What opportunities does the future of content marketing hold for New Zealand brands? To find out, we checked in with krunch.co Managing Editor and resident content marketing guru, Amanda Gross.


Hailing from the East Coast of the United States, Amanda moved to Auckland in 2013 for a job at a then-startup content marketing agency working on content strategy and creation. After growing the department of writers, editors and designers to about 30 strong, she pivoted to broader digital communication and her central role at krunch.co.

What do you do at krunch.co?

Along with our team of graphic designers and copywriters, I help create krunch’s “thumbstopping” content!

A lot of what I personally do on the team is around content strategy and using all of our krunchy data and insights to create relevant and engaging storytelling for our clients, whether it’s for a short-term campaign or always on activity.

What does content marketing have to do with what you do now?

The philosophy of content marketing, which encompasses both paid and organic activity, is as relevant as ever: build a brand experience that earns you customer loyalty, develops thought leadership, and keeps your business front of mind for your customers. You can only do that if you create an awesome customer experience, and you can only create an awesome customer experience with great content and smart tech. Fortunately, we have both at krunch.

We also have so many tools and so much data to inform the content we create, which means we can make our messaging, imagery and general execution highly personalised and targeted – be it on someone’s interests, their location, their household makeup… We then employ the tech to get the right message, to the right person, in the right place, at the right time. This sort of data-driven, smart content is a content marketer’s dream.

How would that play out in a real life scenario?

In a recent campaign, we used Facebook and Google tools to pull data on several of our client’s various databases – from their email and phone lists alone, we could check out the ages, genders, geographical locations, household makeup, job titles, digital habits and various interests of the group to define four distinct customer personas. We could then be a lot more targeted when we came up with the concepts and messaging behind the first campaign – we ended up doing some pretty whacky meme-based stuff for our Millennial audience, but when speaking to the client’s older audience, changed tack to a more serious tone.

What’s the next big thing in content?

I think the next big thing for our clients is going to be interactive content, like chatbots, quizzes and games. There’s so much we can do with our data to personalise this type of content and make it really effective, and from a creative standpoint, the possibilities are endless.

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