There is nothing blue about ANZ's push into branded publishing, with its BlueNotes portal close to reaching its yearly visitor target, less than six months after its launch.
The ANZ custom publisher went live in April this year, well stocked with familiar faces including former AFR journalist Andrew Cornell at the helm.
While the launch was met with mixed opinions from traditional publishers, it seems BlueNotes has already become a hit with its audience-base. AdNews reported in June that the portal had exceeded expectations.
Former BRW, Smart Investor and Asset publisher Amanda Gome heads up the bank's publishing unit as group head of strategic content and digital media. She told AdNews that BlueNotes is now close to hitting it's yearly target.
“We're at 70,000 unique views which is 88 percent of the way to achieving our target of 80,000 unique views in the first year, so that's really good,” Gomes enthused.
“We recently went to NY and we visited a number of the banks there and they were quite envious of BlueNotes. While lots of companies are doing different things in this space I think BlueNotes is something quite unique.”
With financial literacy remaining a problem in Australia, Gomes said ANZ was increasingly “looking at customer facing content and doing more stories on small business and entrepreneurship” but said a big focus going forward was further expanding its reach into Asia Pacific.
“[We're] building up with influencers across Asia Pacific," Gomes said.
"Our aim is to deepen the conversations around the finanical industry and the issues that affect us around Asia Pacific, economy and business."
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