Fairfax Media on brand-building with content marketing in Australia

This article outlines for Fairfax Media, a media publisher in Australia, with growing its revenue with content marketing and native advertising solutions for brands.

Fairfax Media on brand-building with content marketing in Australia

Brooke Hemphill

A recent Content Marketing Institute survey of Australian marketers found 81% of organisations are using content marketing, but only 46% have a clear and documented strategy behind it.

According to Simon Smith, managing director of Made - Fairfax Media's content marketing arm - investing in content without a strategy is a complete waste of a brand's time.

"Strategy has got to come first - if you don't have the right strategy, your content will just be another piece of content on the internet that's never seen," he said, in...

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