About us
Paste & Publish is a content marketing capability builder
We help you to get the attention of your ideal audience and have them to take action on what you’re offering by setting up the right foundations to generate results for the long term.
Our offerings are designed to build your team’s marketing/comms capabilities so that you can not only reach your goals but also own the ability to continue succeeding well into the future (even if we stop working together).
But beyond that, we ensure that you know what you’re doing, putting you (or your team) in the driver’s seat, with support to help at every step of your content marketing journey.
Our core competencies are content marketing, growth strategy, upskilling talent, and bringing ideas to life.
Meet the founder
Callum Armstrong (BCom) is a Kiwi social entrepreneur with a passion for marketing strategy, developing businesses, and helping the environment.
Alongside running Paste & Publish, he is the co-founder of Conservation Amplified, a charity that uses content marketing to help change the culture around conservation by sharing the stories of people helping nature.
He loves to think outside the box to find creative solutions for the challenges and opportunities at hand.
“It's rare to find somebody who you can pitch an idea to, and you get 10 more back.”
- Denym Bird, co-founder of Paintvine & Paidnice
Our story
We’ve been through a number of iterations over the years, but one thing has remained consistent above all else: a focus on top-quality content, strategic solutions, and high-quality relationships.
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Callum fell into the world of content marketing by accident. Just before flying to Malaysia to embark on an overseas adventure, he was having dinner with a friend who had recently started a marketing agency.
He offered to write a few blogs for a bit of fun, and it turned out that Callum was quite good at writing (to his surprise). The work started rolling in, which helped to fund his travels.
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Whilst exploring South East Asia, Callum stumbled upon a range of scientific research papers about a native New Zealand plant called mānuka, the bioactive extracts that came from it, and the role it played in bringing native forests back to New Zealand landscapes.
This sparked his curiosity: what if we could use business & marketing to help solve our environmental challenges?
He returned home and founded the personal care brand, Mānuka Essentials, to create demand for native plant extracts - and therefore, reforestation.
(This business was sold to new owners in May 2023.)
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Whilst building Mānuka Essentials, Callum also operated as a content marketing freelancer and consultant.
He helped a diverse range of companies (and marketing agencies) to attract their ideal clients - by creating top-notch articles, social posts, case studies, lead magnets, press releases, newsletters, email sequences, websites, and more.
During this time, his capacity to deliver fantastic content was very limited due to other business commitments. He was repeatedly asked by a number of people to start his own marketing agency and increase the capacity for quality output, but was hesitant to proceed at the time.
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In mid-2020 (soon after the COVID lockdowns), Callum decided to take the plunge and hire a team.
P&P the agency was born.
But there was a catch: Paste & Publish needed to be actively helping the environment to align with Callum's approach. So we created the P&P Environmental Pledge - a way to support community environmental groups by providing free and heavily discounted marketing help.
During the 18 months that followed, we expanded from one person to nine at its peak, to accommodate the expanding pool of client work.
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Whilst the P&P team were delivering fantastic results for clients, Callum wasn’t quite satisfied. As the organisation grew, so did the workload, and this didn’t leave much time available to help environmental projects.
He wanted to spend more time growing Conservation Amplified (and helping other environmental charities), and also felt that there was a better way to help clients reach the outcomes they desired.
To facilitate this end, we scaled down our agency services (and team size) significantly, and Paste & Publish evolved from a marketing agency into a coaching and consulting provider.
We love working in an advisory capacity, and our clients do too. It means that we generate much longer lasting outcomes by building the capabilities of client businesses rather than just providing briefed deliverables.
As the saying goes, teach a person to fish and they will be fed for life...
Our values
When you trust us with your brand, it is our responsibility to treat it with care and look out for your best interests.
Custodianship
Sincerity
We treat others the way we expect to be treated, and show up with a genuine desire to help our clients grow.
Transparency
We are open and honest about the way we do business. Integrity underpins our actions.
We give back to the environment
Aside from behaving with integrity and upholding ethical values, we also give back to the environment by providing free and heavily discounted marketing training and advice for community-based environmental groups.