There’s no doubt the appetite for content has never been healthier. In 2021, the global content marketing industry was estimated to be worth US$66 billion in revenue, growing to US$76 billion this year. It’s expected to double by 2026 to US$137 billion.

​After a two-year wait, Scott Brinker and Frans Riemersma have debuted the 2022 edition of their marketing technology supergraphic to coincide with this year’s international martech day, highlighting nearly 10,000 vendors across the ecosystem.

Would you put your brand into the hands of a complete stranger? For a rapidly increasing number of Australian marketers, the answer is yes.

The latest Gartner Magic Quadrant for content marketing platforms has highlighted Optimizely (Welcome), Sprinklr, Skyword and Seismic as leaders both in terms of vision and ability to deliver.

Personalising content more effectively and at scale, refining digital capability using AI and unifying channel experiences are in the sights of Petbarn’s digital chief as the business looks to take the next leap up with its martech stack.

SmileDirectClub, the tele-dentistry platform that connects customers to dentists or orthodontists in its network, wanted to go one step further in linking people with healthcare.

If influencer marketing was the buzz of the last decade, then the creator economy is its successor, supercharged by growing ability for consumers to use social and digital platforms to directly connect with their own communities and audiences. But with such tools to now cut out the middleman, be it media company or advertiser, how do brands fit into this new creative puzzle?

TikTok is dominating the social media platform scene right now at a consumer level. And with that comes a rush of brands looking to get into the game and build engagement through the platform with these far-reaching audiences.

Bricks and mortar are going ever more digital as the Housing Industry Association’s (HIA) traditionally face-to-face membership business model transforms off the back of a website overhaul.

All the latest martech and adtech news from Sitecore, Mailchimp, Convo Ink, Tableau, Hootsuite, Acquia, MessageMedia and Pipeliner CRM.

More extensive and informative customer sentiment analysis, improved engagement through personalised next-best actions and content gap recommendations are the big wins Tourism Australia is seeing after investing in chatbot technology.

Repco Supercars Championship has signed a new three-year partnership with Taboola to add content recommendations to its digital offering.

Clubhouse is the latest social hit, an invite-only audio chat app that just seems to be the right thing at the right time. And having Tesla’s Elon Musk tweeting about it to his 40 million followers doesn’t hurt. Marketers need to know they’ll probably learn more about Clubhouse by reading about it than by using it, at least to begin with. But nonetheless it pays to be ahead of the curve.

​Motor and home insurer, Budget Direct, has acquired Chasing Cars, an automotive content and video platform. Founded by Tom Baker in 2013, Chasing Cars also operates a YouTube channel providing independent, long-form reviews and comparisons of new cars available to Australian buyers and delivering over a million views every month.

Despite the COVID-19 crisis and subsequent clampdown on conferences and seminars, lead generation still needs to come from somewhere.

When COVID-19 hit, Business Australia was days away from launching its planned ‘In the business of better’ messaging, forcing it to drop the planned campaign and instead prioritise business support and survival as the country went into lockdown.

Carsales has wrapped up its brand new social content series, ‘Grey Nomads’, a light-hearted look at the life of caravanning around Australia on the ‘Big Lap’.

With events and roundtables being cancelled in all industries across the globe in the wake of COVID-19, and no indication when they may be able to start up again, content marketing is going to be vital for lead generation. However, according to a new report, only 12 per cent of marketers believe their content marketing programs target the right audiences with relevant and persuasive content.

Nova Entertainment recently built a pop culture, news and entertainment platform, Goat, to appeal to the demands of an increasingly mobile-first youth. The platform was built using digital experience platform, WP Engine to ensure it was fast, user friendly, appealed to young people and took a mobile only approach.

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.