Colin Kennedy is a director of Iron Road Ltd, a marketing strategy and content marketing agency which specialises in helping clients engage their target markets, differentiate their brands and raise awareness.

A former journalist, sales manager, public relations consultant, copywriter and CEO (in the agricultural technology industry), Colin is also a professional speaker and an Auckland director for word of mouth referral organisation, Business Network International (BNI) New Zealand.

"Most buyers nowadays will research their buying decisions. They are also less trusting, cynical and turning off conventional advertising.

"The companies that provide buyers with the objective, truthful and information rich content they are seeking will earn trust and build a reputation for their expertise -- making them far more successful at converting new leads and retaining existing business.

"We help clients market with information. It's called content marketing."