Top 20 Australian content marketing brands

Chris Pash
By Chris Pash | 21 September 2020

NewsCred, a content marketing platform, has announced its Top 20 content marketing brands.

The list includes marketing powerhouses Telstra, Coles and NRMA Insurance as well as specialist organisations such as The Australian Red Cross and Dairy Australia and emerging brands including Spirits Platform and SWEAT.

“As we all grapple with the impact of the global pandemic Australian marketers have shown that the best way to connect with their customers is to create useful, authoritative digital content that serves their audience,” says Esti Frischling, regional manager, APAC, at NewsCred.


What’s for Dinner by Coles. Coles is a content marketing powerhouse and when the first wave of the pandemic sparked panic buying in March the supermarket chain ramped up its content strategy to inspire calm and provide practical guidance to customers stuck at home.

Stories of Help by NRMA Insurance. When the COVID-19 crisis hit, NRMA Insurance pivoted quickly to use its established Stories of Help platform to showcase stories of Australians helping other Australians in small and significant ways in real time and in doing so reflected the seismic changes that were happening in Australian society.

At Home with Studios by The Australian Ballet. The Australian Ballet stood for its quick reinvention of its business model while leveraging the strengths of Instagram video. As well as a series of free class videos teaching some of the basics of ballet, the ballet offered a teaser to a full class series starting at $25 per class.

Noteworthy by Officeworks. Using search insights Officeworks launched a new content hub, Noteworthy, in March just before Australia’s first lockdown left everyone scrambling to create a home office while grappling with how to home school their kids.

The Australian NewsCred Top 20 (in alphabetical order):

Australian Red Cross
Australian Seniors
Beyond Blue
Dairy Australia
Macquarie Group
Macquarie University
NRMA Insurance
PwC Australia
Spirits Platform
Telstra Enterprise
The Australian Ballet
The Iconic
The National Farmers Federation
Uber Eats

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