Content creation and distribution platform Fabulate secures new distribution partners

Australian startup Fabulate has made a deal with publishing powerhouses, big brands and major media networks.

The announcement:

Australian startup Fabulate has ramped up its offering by securing new distribution partners, as well as inking deals with some of the country’s biggest brands and leading media networks.

Founded by ex-Nine Entertainment directors Ben Gunn and Nathan Powell, OurDeal and Over60 co-founder Toby Kennett and former Qantas Marketing Technology Architect Sachin Singh, the homegrown content management platform’s mission is to create a sustainable content ecosystem for both the creator and the client.

Fabulate chief revenue officer, Gunn, says with a growing number of agencies and marketers looking for efficiencies, ease and scale when it comes to creating and distributing branded content, coupled with the rise of journalists looking for work, the new platform is the missing link in marketing’s increasingly automated mediamix.

“From our own experiences at digital publishers we know how inefficient the back and forth process can be for all parties,” Gunn says. “We knew by introducing automation into the process we could provide benefits to everyone in the ecosystem.”

Launched in July last year, with Kennett as chief executive officer, Powell as chief product and strategy officer and Singh as chief technology officer, the business has seen strong growth in what has been a disruptive year in media, and is now pleased to reveal a slate of new key partners.

In addition to recently setting up foundational partnerships with the likes of GroupM, Publicis, Omnicom, and a slew of independent agencies, the Sydney-headquartered firm has evolved further by rolling out a first of its kind automated distribution capability for client content.

This expansion sees Seven, Nine, Verizon Media, Grazia, Tonic Media, Val Morgan Digital and LoveToKnow all join as launch distribution partners, with several other publishers set to join by the end of 2020.

Fabulate works by giving clients, such as media agencies or marketers, access to a pool of vetted and specialist on-demand creators. The client simply adds a brief to the platform and the creators – many of which are well known and experienced journalists – are alerted to pitch for the work.

Content is then created on the platform through the use of Fabulate’s collaborative workflow management tools and clients can choose to distribute content via Fabulate’s premium publisher network. Campaign results can also be tracked in real time using Fabulate’s proprietary analytics.

Editor, Journalist and Content Strategist, Jane Nicholls, who spent two decades working for Time Inc and has experience across publications ranging from The Guardian, Harper’s Bazaar, Who, Good Weekend, People and more, says brand journalism is an opportunity for marketers to bring high-quality storytelling to their content.

“It requires confidence on the part of the brand to tread more lightly on the ‘sell’ message and instead trust that engaging content will leave a strong impression with consumers and – if the product or service is good – the rest will follow,” Nicholls says.

“Organisations who were early movers to embrace quality storytelling for their brand have shown how powerful it can be. It puts them in control of their own story and smart companies also use their platform – and assign journalists – to tell their customers’ stories, too.”

From Hyundai and Stockland to South Australian Tourism Commission (SATC) and more, many big name brands are already using the Fabulate platform to successfully create and distribute their content.

Amy Stafford, Marketing Manager, Residential Communities, at Stockland, says branded content allows the property giant to connect with its customers and share its messages in an engaging and authentic way.

“It provides us the medium to be able to tell a broader brand story that goes beyond just advertising,” Stafford says.

“We are trying to communicate with our potential future customers across platforms that are growing more and more cluttered. Branded content allows us to create cut through and delivers something of value to the audience rather than hitting them with a hard sales message.

“The platform itself is a marketer’s dream with how quick and simple it is and the team is also great to work with – always on hand to help.”

Edward Brooks, Senior Manager, Digital Marketing at SATC, says written content is a key part of its marketing mix as it plays a crucial role in both the inspiration and planning stages of a potential tourist’s customer journey.

“We don’t have the luxury of a large content team, so we often face bottlenecks in generating engaging written content to meet our various business needs,” Brooks says.

“Fabulate enables us to increase our content velocity by allowing our content team access to a wide range of talented writers, and quickly turnaround new pieces of writing in a cost efficient manner.”

Fabulate allows the client to manage their brief, pitches, communication, feedback, payments and more in one easy cloud-based platform. There are numerous content categories on the platform with new ones regularly emerging.

From popular advertising verticals such as auto, finance, property, telco and retail, as well as more unique topics across the B2C and B2B sectors, Gunn says “the sky’s the limit” when it comes to the type of content and the breadth of writers.

In addition to signing new partners, further integrations on the Fabulate platform allowing content to be published directly into popular CMS and social platforms is also coming soon.

Source: Fabulate media release


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.