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...