Content marketing in Australia: lessons from ANZ, Woolworths and CPA

Andrea Sophocleous

This year's Mumbrella360 conference in Sydney featured a lot of discussion on the rising popularity of content marketing among Australian clients, with a number of sessions devoted to the topic. In one of these, delegates heard the story behind three successful content marketing initiatives.

The newest of the three initiatives presented was Blue Notes, an online media publication launched by one of Australia's "big four" banks, ANZ, in mid-April. To head up its foray into brand journalism, the bank hired high-profile journalist and publisher Amanda Gome as group head of strategic content and digital media and former Australian Financial Review senior journalist Andrew Cornell as editor.

Cornell told Mumbrella360 delegates that the "complete upheaval in traditional media" paved the way for brands to step in and provide valuable content. "I was 20 years on The Australian Financial Review. When I started, every day we had seven or eight pages on financial services – on banking news, on financial markets," he said.