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.