Custom publisher Edge relaunches as content marketing agency

Edge, a custom magazine publishing business, has reinvented itself as a content marketing agency in response for rising demand for digital work.

The company has added new expertise in channel planning, technology and digital production on top of its editorial and ad sales teams.

The first client to use Edge’s services beyond print is St George, for whom the agency will handle content strategy for the web and social media as well as print.

There are no plans yet to move into TV content.

Edge’s commercial director Fergus Stoddart, said: ““We have transformed our business at Edge to give Australian marketers access to the expertise needed to capitalise on these trends, to realise the value of their content assets and to benefit from the effectiveness of content marketing.”

He added: “There is a tidal wave of change as marketers look beyond traditional advertising to find more engaging ways to communicate with their customers. In the US alone, the custom content industry is worth $40bn, and $12.5bn of that is spent on video and mobile content, virtual events and educational content. In the UK, the market is worth more than £1bn and is growing at a rate second only to internet marketing.”

The new work for St George is scheduled to launch next month. This will include a content platform for the bank’s corporate and business customers – called Good Advice – a web-based community for which articles, galleries and video will be published. This will be supported by social media channels to drive customers back to the Good Advice website.


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