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Big news for creators, brands, and marketers: your Instagram content is now officially discoverable on search engines. You heard right: Instagram is leaning into Social search engine optimisation  meaning your content caption, copy and creative will be indexed by the likes of Google, Bing, Chat GPT and other search engines. So, what’s changed? Instagram will […]
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Laptop with notepad and coffee
Content marketing strategy is akin to hosting a dinner party— for success, you need the perfect mix of flavours, atmosphere and variety to keep your audience hungry for more. Here’s how to serve up a winning content strategy (silver platter optional): 1. Know Your Audience If you’re not leveraging audience insights, you’re basically throwing spaghetti […]
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Maximising our favourite digital currency: engagement Instagram remains one of the most powerful platforms for connecting with your audience and growing your brand. However, it’s challenging to keep up with the ever-changing algorithm updates, trends and features (hello 4:5 grids) – the one constant though, is that Instagram’s currency will always stay the same: engagement! […]
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Did you know that 75% of people list public speaking as their biggest fear? While it can seem daunting, public speaking is an essential part of life in business. Whether it’s a conference, panel, or internal presentation, public speaking is one of the most valuable ways to build your brand’s credibility, position your experts as […]
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We sat down with our Strategy & Operations Director, Nate, and asked him nine questions to unpack what he’s learned working in a boutique PR turned to full-service agency over the last nine years. Q: Nate, what’s the biggest difference in Papermill when you started in 2016 versus the Papermill you know in -2025? A: […]
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What was once known as ‘that slightly-cringe dance app’, TikTok has rapidly become the world’s favourite entertainment platform, engaging audiences with its fun, snappy (and sometimes unhinged) approach to content. Unlike traditional social media, TikTok’s algorithm is designed to deliver content based on user interests rather than who they follow. While its main use in […]
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