As the 2000 participants at the global conference Content Marketing World, wing their way home from Cleveland, Ohio, few will be boarding flights for Melbourne.

If the job ads are anything to go by, Sydney businesses are getting the drop on Melbourne ones when it comes to content marketing. Search “content marketing” and Sydney on and you get 488 results. Melbourne, you get just 216.

Try “digital marketing”, “Online content editor” or “Website editor”. Fewer results, but the trend holds: there are more jobs in Sydney.

Content marketing — creating and sharing content such to woo customers – might be gathering the world’s attention as a way to converse with customers and build a trusting relationship with them, but Melbourne is asleep at the wheel.

World-famous blogger and author, Seth Godin, really set the ball rolling with his book  — All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World, and books like The Thank You Economy by Gary Vaynerchuck revealed how the internet is changing the way we do business, in a good way.

My recent post shows the increasing body of evidence to support the move being made by more than 61% of marketers surveyed earlier this year, who intend to increase the amount spent on content marketing.

There are two content marketing agencies in Sydney – EdgeCustom and King Content — and only one in Melbourne that is in any way out and proud is CuratedContent. (Hey there Melbourne agencies: prove me wrong!)

With all the content marketing jobs in Sydney, businesses there are getting a competitive advantage over their Melbourne rivals in this digital age if you believe the trend to content marketing is a sustained one.

And just to reward those brassy Sydneysiders for being ahead of the trend (and to punish us Melbournians) the Content Marketing Institute’s next conference on the subject, Content Marketing World, will be held in Sydney, March 31 – April 2, 2014.