Top 20 content marketing brands in Australia

Chris Pash
By Chris Pash | 8 August 2019

Some of Australia’s most recognisable brands have been recognised as champions of content marketing in the first NewsCred Australian Top 20.

The list by enterprise content marketing platform NewsCred acknowledges the brands that in the last 12 months have effectively used content to connect with audiences.

The top 20, includes marketing powerhouses such the ANZ bank, Chemist Warehouse, Medibank, Officeworks and Qantas as well as specialist organisations and emerging brands Intrepid Travel, NSW Farmers, Nulon and Up.

“While many of these brands are from very different industries and are targeting very different audiences and commercial outcomes, they all share a common theme of committing their marketing to delivering powerful, commercially-effective content,” says Esti Frischling, Regional Manager, APAC, at NewsCred.


People of Post by Australia Post
The People of Post videos feature stories of employees that keep Australia Post’s vital services ticking. This content shows that Australia Post still plays a pivotal role in Australian society and delivers a tangible, positive impact on the lives of all Australians.

The House of Wellness by Chemist Warehouse
Chemist Warehouse has developed an authoritative and accessible editorial brand in The House of Wellness that not only creates regular, credible reasons to engage with customers, but also delivers on the personal connection that’s so important for Australians to have with their local pharmacy.

Tough Conversations by Mercedes-Benz
Tough Conversations is an integrated content campaign for Mercedes-Benz’s first ever ute that foregoes all the regular car marketing conventions. The content was built from the ground up and seamlessly integrated across a range of channels that matched the new ute’s target audience.

WorkWise by Officeworks
Proving that they understand the daily challenges that small business owners face, Officeworks’ WorkWise blog covers a full gamut of topics from starting a business to building team culture and enhancing your workspace.

The top 20 brands listed in alphabetical order:

  1. ANZ (Bluenotes)
  2. Australia Post (People of Post)
  3. Chemist Warehouse (The House of Wellness)
  4. Cricket Australia (It’s Your Game)
  5. HBF (Direct Advice 4 Dads)
  6. Intrepid Travel (The Journal)
  7. Kathmandu (The Summit Journal)
  8. Lorna Jane (Move Nourish Believe)
  9. Medibank (be. Magazine & Live Better)
  10. Mercedes-Benz (Tough Conversations)
  11. Merivale (Meritales)
  12. NRMA (Stories of Help)
  13. NSW Farmers (The Farmer)
  14. Nulon (Born This Way)
  15. Officeworks (WorkWise)
  16. Qantas (AWOL)
  17. The Iconic (The Iconic Edition)
  18. Up (Up blog)
  19. Westpac (Content hub)
  20. Xero (Xero blog)


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