As Australians increasingly scroll, stream, and swipe their way through the news, the battleground for attention has shifted. In this high-speed digital era, traditional ads alone no longer cut through the noise.
Instead, content marketing—authentic, story-driven, and audience-focused—has become a cornerstone for digital news publishers seeking to stay relevant, build trust, and drive real results. Far from being just a buzzword, content marketing is now a strategic powerhouse shaping the future of news advertising in Australia.
The shift to digital and the rise of content marketing
With Australians increasingly consuming news online, traditional media outlets have had to adapt to changing consumer behaviors. The decline in print media has led to a significant reduction in traditional advertising revenues, prompting news organisations to explore digital avenues.
Content marketing has become a key component of this digital transformation, allowing publishers to create engaging material that resonates with their audiences.
For instance, the Commonwealth Bank of Australia (CBA) has evolved beyond its traditional banking model by investing in media and content platforms. Their CommBank Connect network includes 2,000 digital screens across 660 branches, offering hyper-localised advertising.
Additionally, CBA’s Brighter content platform and TV series engage millions of viewers, demonstrating the effectiveness of content-driven strategies in enhancing customer engagement and expanding advertising opportunities.
Effectiveness of content marketing in news advertising
Research indicates that advertising within news content is more effective than on social media platforms. The Benchmark Series, Australia’s largest cross-media advertising effectiveness study, found that ads placed in news environments consistently outperform those on Facebook and YouTube in terms of brand and sales impact. This underscores the value of quality content in driving advertising success.
Integration with social media
Social media plays a crucial role in content distribution and audience engagement. A recent report revealed that almost 78 per cent of Australians use social media for brand discovery, leading to a 12 per cent rise in advertising spend to USD 4.26 billion.
Influencer marketing investments have also surged to USD $520 million, marking a 13 per cent increase from the previous year. This highlights the growing importance of integrating content marketing with social media strategies to reach wider audiences.
Challenges and opportunities
Despite the effectiveness of content marketing, news organisations face challenges in monetising their digital platforms. The Australian Competition and Consumer Commission found that over 80 per cent of digital advertising revenue is captured by Google, Facebook, and YouTube, leaving less than 20 per cent for news and other websites. This concentration poses a challenge for news publishers seeking to maximise their share of digital advertising spend.
However, opportunities exist for news organisations to leverage content marketing effectively. By focusing on creating high-quality, engaging content and utilising data insights to inform strategies, publishers can enhance their appeal to advertisers. Emphasising the credibility and trust associated with news platforms can also differentiate them from other digital advertising channels.
Content marketing plays a vital role in the Australian digital news advertising ecosystem. By producing valuable content and integrating with social media platforms, news organisations can engage audiences more effectively and create attractive opportunities for advertisers.