1. HOW CIGARS CAN HELP YOUR BUSINESS
Samuel Spurr - Inlumino Communications – sam@inlumino.com.au - @inlumino

2. TRUTH BE TOLD

Ok, so cigars themselves won’t help your
business – unless you work in a similar
lifestyle sector, but my knowledge of content
marketing, developed from publishing
Australia’s first and longest running cigar
blog, Inlumino Cigar News Australia, will.
Samuel Spurr - Inlumino Communications – sam@inlumino.com.au - @inlumino

3. WHY?

I started Inlumino Cigar News Australia in
2006, just after I had my first feature
published by European cigar magazine Cigar
Journal. I spotted a gap in the market and
wanted to share my love of cigars on a local
level.
Samuel Spurr - Inlumino Communications – sam@inlumino.com.au - @inlumino

4. CIGARS & CONTENT MARKETING

I was the first to set up anything like it in
Australia and over the years, developed the
skills and knowledge to be able to now
deliver to clients the buzzword of the
moment: Content Marketing.
Samuel Spurr - Inlumino Communications – sam@inlumino.com.au - @inlumino

5. MY RESULTS

Over 6 ½ years, I published:
 379

posts
which garnered:
 84,504
page views
 Over 200 comments.
Samuel Spurr - Inlumino Communications – sam@inlumino.com.au - @inlumino

6. MY TOPICS

By blogging about:
 cigars
 industry
personalities,
 cigar events and
 what was happening internationally,

I developed a following and positioned
myself as an independent expert on cigars in
Australia.
Samuel Spurr - Inlumino Communications – sam@inlumino.com.au - @inlumino

7. I PUBLISHED
At least one post per week or fortnight,
 wrote about current issues,
 Asked questions to create engagement,
 Ran polls and surveys,
 and asked for guests to post.

Samuel Spurr - Inlumino Communications – sam@inlumino.com.au - @inlumino

8. ADDING VALUE
I shared a lot of other people’s content and
commented on it.
 I was authentic, giving negative cigar reviews
when warranted.
 I was critical of some aspects of the industry
and government interference.
 All these tactics made Inlumino Cigar News
Australia relevant and engaging.

Samuel Spurr - Inlumino Communications – sam@inlumino.com.au - @inlumino

9. OK – SO CIGARS AREN’T YOUR THING
Establish a content marketing program
based around your personal ‘thing’,
or
 Your organisation’s products or services.
 It WILL help establish yourself as an industry
expert.

the cash won’t start rolling in just because of
your blog, videos or podcasts, but it will help the
income-producing parts of your business.
 NB
Samuel Spurr - Inlumino Communications – sam@inlumino.com.au - @inlumino

10. THE BENEFITS
Great relationships
 Engaged customers
 Being known as a ‘Thought Leader’

Help your business stay relevant, especially as
social sharing increasingly becomes the new
digital currency.
Samuel Spurr - Inlumino Communications – sam@inlumino.com.au - @inlumino

11. SOME TIPS

Some tips about Content Marketing are
within these slides:
 Authenticity
 Engagement
 Frequency
 Sharing
Samuel Spurr - Inlumino Communications – sam@inlumino.com.au - @inlumino