content marketing

B2B marketing leaders seem to be at a bit of a crossroads when it comes to addressing COVID-19, and the uncertainty it is creating for customers, through content marketing. Marketers are trained to write content that aligns to topics that capture customer attention, and there is no other topic that

As the COVID-19 forces companies to halt trade shows, gatherings and events globally, digital content has become essential in driving business opportunities, marketing education and customer engagement , according to a new report from the CMO Council. The report, Making Content Marketing Convert noted marketing organisations lack the necessary capabilities

More often than not, start-ups acquire customers by leveraging the network of the leadership team. But scaling the business requires generating demand for new products through formal product launch programs. Sign up to Which-50’s Digital Marketing Newsletter When speaking with Gartner clients that are embarking on these efforts, I’m often

Content marketing leaders are seeking better ways to maximize their content marketings impact. And, no matter how creative, memorable, or popular your content may become, every piece you create and publish will ultimately be judged by the impact it makes on your business’ outcomes. Sign up to Which-50’s Digital Marketing Newsletter To boost the value

Content marketing

Leading conference company Ashton Media and publisher Which-50 Media have announced a strategic partnership. The two companies say that the new relationship will provide Australia’s adtech and martech businesses with a simple and effective one-stop-shop to maximise their ROI from conferences and content marketing. Over the last five years Ashton Media


Isenita, which acquired King Content two years ago for $48 million (which included the management earn out), will fully write down the value of the content marketing business. In a trading update today, Isentia said it is discontinuing the King Content brand and taking a $37.8 million impairment charge. The

Brands trying to attract and engage with customers using content – be it explicitly a content marketing strategy or more broadly all marketing content (which includes advertising, product and support content) – are facing an exponentially growing set of content needs. This explosion stems from several shifts: Customer demands to be in

Michael Stephenson, Nine Entertainment’s Chief Sales Officer, says his company has a simple mission. “At Nine our strategy is simple, we create the best content, we distribute it broadly across every channel and platform to engage audiences and advertisers.” Bringing together platforms is what Stephenson sees as being Nine Entertainment’s


Brands want to be thought of as storytellers, and with good reason. Given the choice, wouldn’t you rather be on the receiving end of a good story — especially one that engages you with interesting or helpful ideas on a regular basis, almost like a serialised novel? Sounds a lot

Felix Krueger, director, Which-50 Media

Five years ago content marketing was in its infancy in Australia with little to no knowledge about the philosophy behind this new approach to marketing communication.  Fast forward to 2016 and content marketing is not only huge; it’s widely considered to be the saviour of customer engagement in times of