Content marketing moves to centre stage

tim burrowes landscapeLast night ANZ launched one of Australia’s biggest branded content plays to date. Mumbrella’s Tim Burrowes was at the launch.

It took a few minutes too long last night for it to dawn on me why there was a jazz band in the corner of the room at ANZ’s Melbourne conference suite. Blue Notes – gerrit?

And what last night’s event did make clear is that the opportunities of that developing subset of branded content, brand journalism, are beginning to dawn on local brands.

The movement – embraced early on by Australia’s big sporting codes – is now going mainstream. As it begins to look less like a fad, the question is instead shifting to that of: how big will it be?

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