A Sydney content marketing agency, King Content, (and occasional employer of this journo — disclaimer) is setting up an office in Melbourne.

This is good news for journalists (so far, most content marketing jobs have been in Sydney), and for Melbourne businesses that are struggling to find an agency to handle their content marketing campaigns.

Meanwhile, content marketing is catching on in the sportswear industry, with a major European brand launching a new campaign with a suite of printed travel books. Interestingly, Thames & Hudson was a partner in the print project, suggesting that content marketing in the traditional print publishing industry is entering a new era.

Is content marketing advertising? Not if it is done properly, I reckon, so it is interesting to see The Guardian newspaper discuss this issue, and arriving at a conclusion that I am in agreement with.