Sydney content marketing agency, Filtered Media, must qualify for the prize: Most Unlikely Start.
In 2007, IT editor Mark Jones explained to his boss, Glenn Burge, then the editor of The Australian Financial Review, that he had enrolled in “bible college” – Tabor College in the Sydney suburb of Miranda.
“What does that mean?” Burge asked.
Compared to buying space for advertisements in media mastheads, content marketing is an incredibly cheap way of getting your message to the people who matter to you. For less money, you get way more value, too, because as consumers, we never really like being “sold to” anyway.
But content marketing isn’t free. And the bar is getting higher – as more brands adopt content marketing, quality and quantity is increasing (yay!).
Women are among the leading lights of the emerging field of content marketing, says Sarah Mitchell, a former journalist, who is one among those women.
Mitchell, the head of content strategy at Perth agency Lush Digital, can instantly produce a list of 16 women she follows who are “at the top of their game”, including seven in Australia [see list at the end of this story].
Mitchell, an American who moved with her husband to Australia in 2002, was an early adopter of content as a marketing tool.
Like a train without breaks, content marketing is on the brink of careering out of control.
I don’t want to rain on your parade. In principle, everything about content marketing is good.