CHE enters content marketing fray with launch of The Newsroom
Creative agency CHE Proximity has launched a content marketing venture as it seeks to cash in on the appetite of brands to look beyond traditional advertising.
The Melbourne-based agency has created a division called The Newsroom, with the promise of delivering “targeted content” through a team of recently-hired journalists.
CHE has already launched artofmoney.com.au for finance company GE Money and claimed other brands have expressed an interest in following suit.
The move is the latest sign that companies see value in creating their own content as a way of forging relationships with consumers.
ANZ launched Blue Notes in April, where the bank, through a team of journalists led by former Australian Financial Review associate editor Andrew Cornell and former Private Media publisher Amanda Gome, provides commentary and analysis on financial and economic issues.
And the NRMA launched Live4.com.au with a focus on lifestyle.
Both seek to engage with the public but without forcing an overt branding message onto readers.
CHE said its own creative, digital and analytics expertise, coupled with those of its team of journalists and writers, will deliver a return on investment “on par with and incremental to traditional advertising”.
Managing director Chris Howatson claimed The Newsroom was a “market first content offering”.
“We’ve all been schooled to believe that share of voice drives share of market, but the model of The Newsroom flips that on its head,” he said.
“We brought in journalists and professional writers because it was important we get the right skillset to create the strongest, most compelling content. Pairing bespoke, not mass procured content with other parts of the business ensures that platforms are optimised, measurable and have the highest chance at facilitating conversation.”
Four journalists have so far been recruited with CHE aiming to build a 12-strong editorial team over time. It is currently advertising for an editor-in-chief of digital content.
The content on artofmoney – and any subsequent sites – will, Howatson added, be “tight and targeted to clients’ customers, before they even know they’re customers”.
The Newsroom is being led by Tony Chilvers, CHE’s planning director, interactive.
Steve Jones
Proper innovation within an agency, awesome to see.
Well done and best of luck Howie/Tony/team, can’t wait to see the results.
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Excellent.
Like I always said. The best content creators will always be ad agencies.
Its obvious really.
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@Andrew Bolt & Gina Rineharts Lovechild
……come on, we all know publishers create the best content.
Its obvious really.
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