For some motorcycle owners, their bike is their life. For others, it is just the cheapest means of getting from one place to another. For group head of ecommerce at MotorCycle Holdings, Elliot Schoemaker, the diversity of motivations held by motorcycle owners presents a clear challenge in creating and promoting content that will bring would-be buyers to the company’s showrooms.

Social media managers spend a lot of time worrying about the expectations of their external audiences. But they’d also do well to worry about their internal audiences.

​A culture of experimentation has made all the difference to property management software company, Rockend.

BIG4 Holidays Parks has joined forces with popular kids entertainers, The Wiggles, to release a new branded tune, with proceeds going to the leisure park's charity partner, Make-a-Wish Australia.

B2B brand marketers are recognising the difference content can make to the bottom line, but few are clear on how to execute it.

Content is leading Westpac’s latest marketing campaign aimed at helping customers better manage their financial situation after separating from a partner.

‘Boring is brilliant’: It’s a phrase unlikely to trigger excitement in the hearts of many marketing leaders.

​Streamlining disjointed systems and taking content marketing to the next level has seen First National Real Estate​ increase its organic traffic by 50 per cent. And this is just the beginning.

With one of the best known travel retail brands in the country, Flight Centre Travel Group head of creative and content, Luke Wheatley, isn’t exactly worried about traditional brand building.

Telstra and the AFL are teaming up on a new digital content and events play aimed at encouraging stronger engagement between football players and their fans.

There’s no doubt we’re living in a world where content, brand and technology are converging, BBC Studios' global CMO, Jackie Lee-Joe, says. And that’s exactly why she believes data-driven, digitally savvy and customer-aware marketers are in an incredibly strong position to help their organisations succeed.

Digital service consultancy, RXP and its creative agency subsidiary, The Works, have launched a new content and production group after picking up clients and staff off the back of King Content's closure.

Online genealogy company, Ancestry, is using a data-driven approach to capture ‘real-life’ customer moments in Australian-made videos and local digital in order to deliver authentic personalised experiences.

Facebook is no longer just an engagement channel for high-end travel destination business, Luxury Escapes, it’s a sales environment generating as much as 12 per cent of attributed revenue to the bottom line.

Small businesses can be a notoriously difficult group to reach, with business owners often unwilling to part with their funds without an incredibly compelling reason. So when tax accounting specialists H&R Block decided to ramp up its approach to this sector, it decided to go where small businesses already are.

Research shows Australians are a little too lax and uninformed when it comes to hot water and plumbing. So plumbing and bathroom product supplier, Reece, decided it was time to get creative and boost customer awareness and engagement in a fresh and dynamic way.

Iconic Aussie brand, Golden Circle, has invested in its first children’s book and brand ambassador as part of efforts to emphasise its family friendly purpose with Australian consumers.

The majority of Australian companies see the benefits of content marketing for building audiences and long-term relationships provided they deliver high-quality content to customer, according to a Content Marketing Institute (CMI) and ADMA report.

“Our motto is ‘great team, great work’, because if you don’t have the former, you never have the latter,” PayPal Australia marketing director, Elaine Herlihy, says.

As CMO of AIA A/NZ, Renae Smith leads a cross-functional department including brand, product and pricing, digital, marketing communications and the insurance group’s leading wellness program, AIA Vitality. But she also finds herself purposely aligned to the HR chief.

If there’s one thing Domain’s Melina Cruickshank thinks modern marketers should do more of, it’s build the courage to back their own judgement and experience.