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.

Australia’s Great Barrier Reef faces myriad threats, and big one of which is overfishing, WWF’s CMO, Yves Calmette says. Five shark fishing licenses, each with a 1.2km net, trawl the reef every day. These nets kill thousands of juvenile sharks each year, including the endangered hammerhead, and dugongs, turtles and dolphins as bycatch.

Marketing leaders from Berlei, National Australia Bank and Youi took to the stage at YouTube’s Brandcast event this week to highlight how they’re using the video platform and its growing suite of advertiser offerings to build their brands with on-demand audiences. Their stories came amid a raft of new advertising product offerings and updates from YouTube all aimed at improving the robustness, measurability and quality of interaction with the consumer.

Today’s fiercely competitive online shopping environment is driving more ecommerce businesses to find innovative and creative ways to attract and retain customers. One of these is VetShop Group, which is successfully leveraging the power of technology and a unique competitive event to drive digital engagement and boost sales.

Isentia’s acquisition of Brandtology and King Content has ignited media speculation about the future of King Content’s capabilities, but chief executive and managed director John Croll confirmed the move is about prioritising content strategy.