brand tales top 20 content marketing brands australia examples

Top 20 content marketing brands in Australia

In Trends by Peter Gearin

Who are the kings of Australian storytelling? NewsCred nominates brands coming up trumps.

What do Australia Post and The Iconic have in common? Their content marketing efforts have been nominated as one of Australia’s best 20 in a list compiled by NewsCred. The content marketing platform has assembled a fine list of brands that it says create impactful stories that drive measurable business results.

“These are the trail-blazers and the risk-takers, and we applaud them for producing world-class content marketing and reaping the rewards,” the report says.

I’d argue a couple of the entries are short-term marketing campaigns instead of content marketing programs, but it’s good to see Australian brands across many categories use storytelling to reach clearly defined audiences.

In its report, NewsCred doesn’t rank its top 20 – they appear in alphabetical order. Here are its top performers and why:

“The platform publishes multiple pieces of content every day — covering topics from the economy, technology, diversity, innovation, business, and finance. While the volume is relatively small, the quality is high. Much of the content is comprised of detailed written pieces authored by journalists or industry experts to demonstrate thought-leadership and boost brand equity.”

“Australia Post shows the many facets of its complex organisation through the People of Post video series, produced by creative video agency, Commoner. Designed primarily for Facebook and YouTube, the People of Post videos feature stories of employees that keep Australia Post’s vital services ticking behind the scenes.”

“The website is the centre of Chemist Warehouse’s well-integrated content universe, targeting a wide range of Australians’ health and wellbeing concerns. The site features articles about everything from natural therapies to parenting advice, which are also included in The House of Wellness magazine, distributed via Chemist Warehouse’s 300-plus retail locations.”

“Cricket Australia invited everyday Australians to share why cricket is important to them and used these stories as the basis for a 20-part video series, “It’s Your Game”. Filmed in everyday locations and often uniquely Australian settings, the videos showed members of the national men’s cricket team paying surprise visits to cricket enthusiasts as they shared the role the game has played in their lives.”

“With a sharp understanding of what new fathers want to know and how they want to hear about it, HBF has clearly developed into a substantive and credible source of advice for dads (with over 1 million visitors) and has also built a safe online community for all those tricky and difficult conversations that may not happen offline.”

“The Journal is a collection of content that reflects Intrepid Travel’s single-minded proposition of selling only small tours led by local tour guides around the world. The articles and visuals created are a direct reflection of this unique take — with profiles of guides and what makes them special, and stories extolling the advantages of travelling in small groups — all without ever veering into ‘sales brochure’ territory.”

“The Summit Journal is Kathmandu’s extensive guide to adventure travel and the gear that helps you take on those adventurous experiences. Why does this content stand out? It makes preparing for challenging travel experiences more accessible, rather than just focusing on inspirational, end-of-travel content. On the other hand, Helpful or Harmful aims to rally the adventure-loving traveller that identifies with Kathmandu around the notion that there is a better, more responsible way to travel.”

“In an increasingly saturated activewear market, Lorna Jane maintains its leadership with an off-domain content hub called Move Nourish Believe. The hub provides high-quality content for active women, with a focus on fitness, wellness, and nutrition.”

You can read my story in Brand Tales about Lorna Jane here.

“Medibank is one of the first Australian brands that comes to mind when thinking about top tier content marketing. The launch of be. magazine, alongside the Live Better app, provides readers with the kind of high-value and non-promotional content associated with successful content marketing. Featuring healthy recipes, fitness tips, and advice for growing families, be. magazine is a trusted source of information for Australians both in and outside of the health insurance buying cycle.”

“Tough Conversations is an integrated campaign for Mercedes-Benz’s first-ever ute that ditches all the regular car marketing conventions. Punk rock icon, Henry Rollins, explores the notion of ‘toughness’ in modern Australia through a series of excellent and well-researched pieces, including a feature-length documentary, a limited podcast series, and snappy behind-the-scenes vignettes.”

“Meritales allows people to bring a little bit of the upscale magic of [Merivale’s hospitality] venues into their daily lives. By providing value to their customers through content, people

might be quicker to think of a Merivale location for their wedding, birthday, or Sunday session.”

“Launched in November 2018, and inspired by the much- loved Humans of New York, the new content brand includes hundreds of stories of Aussies helping other Aussies across NRMA’s website, Instagram, YouTube, and Facebook.”

“With a clean design and stimulating photography, the magazine [for NSW Farmers] covers stories from hard-hitting topics, such as the impact of media coverage of the drought, to inspiring profiles of innovative and resilient farmers. The Farmer has filled the gap for niche content serving Australia’s all-important rural communities.”

“Using the brand’s platform, Born This Way, Nulon launched a two-minute hero film and a series of authentic mini-documentaries, featuring real enthusiasts who have a passion for tinkering with cars in pursuit of an often-elusive perfection.”

“Proving they understand the daily challenges that small business owners face, Officeworks’ WorkWise blog covers the full gamut of topics from starting a business to building team culture and enhancing your workspace. As well as written content, Officeworks has a comprehensive YouTube channel that features inspirational case studies of successful small business owners, as well as thought leadership videos.”

“A mix of social content, long-form articles, and user-generated content makes AWOL an appealing destination for young people dreaming of travelling inside and outside of Australia — hopefully on a Qantas flight.”

You can read my story in Brand Tales about AWOL here.

“Modelled after a classic lookbook format, The Iconic Edition holds its own next to any editorial fashion magazine. Content pillars such as news and advice provide real utility for an audience that wants to know what tops to layer in winter or which dresses will have you on the dance floor all night long. The content experience is seamlessly integrated with [The Iconic’s] e-commerce site, which makes the “Shop the Look” options peppered through the content even more effective.”

“Up has steadily built a substantial body of content across several channels, with the bank’s blog at the heart of much of its activity. Articles on the company’s blog mix product news and company news seamlessly, with some items being more technical in nature, but all of them underscoring Up’s commitment to delivering a more transparent banking experience.”

“Positioning the bank as a helping hand during important life events, Westpac has worked with family and divorce experts to create an information hub with useful resources to support those living through a breakup. The content covers topics such as physical separation, rebuilding financial independence, and regaining financial security, while dotting in relevant product information, like Westpac’s low-interest funds and payment relief packages.”

“While the company has a blog and podcasts, its Small Business Guides stand-out for the highly-practical approach they take to topics that are critical to the success of small businesses — accounting, invoicing, bookkeeping and payroll.”

Links & references

Brand Tales’ list of the top Australian content marketing sites

About the Author
Peter Gearin

Peter Gearin


A former senior editor at The Sydney Morning Herald and The Sun-Herald, Peter is managing editor of Brand Tales and director of Sydney-based content services business Top to Tale Media. He specialises in helping in-house content teams achieve better results.

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