Content Strategist
Duncan Croker is the content strategist at iOnline, a role that encompasses everything from writing web copy to directing large-scale content programs.
Duncan began his marketing career during university by founding Chevron Editing, a content marketing business that served some of Australia’s largest brands. After supporting the iOnline team externally for a number of months, he made the decision to permanently join the team in 2025. Increasing pressure from AI meant that content programs would be best delivered as part of an integrated team – one with capabilities that spanned every digital touchpoint.
Duncan’s approach to content is grounded in quality. AI has commodified basic information – the opportunity for brands now lies in bridging the digital gap through original research. Winning will rely on being intimately connected to customers and being willing to do things that LLMs can’t.
Outside of work, Duncan loves spending time hiking with his wife, learning about health, and working on his marketing newsletter. He holds a Bachelor of Arts, majoring in Creative Writing and Islam–West Relations, from Griffith University.
Healthcare
Legal Services
Financial Services
Nutrition
Automotive
The simplest litmus test for any content asset is: is it interesting? Is it something that seizes and holds my attention? Is it something I would bookmark and share?
The answer should always be yes.
Duncan Croker
Good marketing is about helping buyers.
Tactics like gating information and disruptive advertising are outdated, ineffective, and harmful to your brand.
Content hinges on original value addition.
If your content doesn’t contain some unique element, it won’t win in an AI-first searchscape.
Attribution is essential.
Without hybrid revenue attribution, you can’t tell what marketing activities are actually working.
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