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Content is definitely king

Cricket Australia has continued to evolve its digital prowess as it splits its corporate web presence from its evolving content arm. Cricket.com.au is now solely devoted to cricket content in the form of coverage, scores, video and live audio match-streaming. A corporate site has been developed at CricketAustralia.com.au which contains the more corporate information which may not be of interest to the casual fan. Cricket-com-au-home-page-600wImportantly, the content site has grown its newsroom from two journalists and editors to 11. Clearly content is king for Cricket Australia and it has seen a return in impressive traffic numbers to its site over the last 12 months with unique visits in 2013/14 almost double that of the previous season. Cricket.com.au is now rivalling the previous undisputed king of cricket websites, Cricinfo, for coverage and analysis particularly in regards to Australian cricket happenings. Some big name writers and journalists have been employed to provide comprehensive reviews, match previews and features. Interestingly these writers are given much free reign in what they cover – the good and the bad of Australian cricket, and the result is balanced coverage – not just written to serve their employers’ interests. This does wonders in the important credibility stakes for Cricket Australia’s content marketing strategy. The goal of content marketing is to attract and retain customers by creating and curating relevant and valuable content. Once the content is created it can be delivered to an audience through relevant platforms including websites and social media. Two corporates that are doing good things with content marketing include GE Money and the Commonwealth Bank. GE Money earlier in 2014 launched its Art of Money online magazine which provides advice and insights from contributors in the key subject areas of Home, Car, Life and Travel. There’s also a Money IQ quiz to see how financially savvy you are. Art of Money is not heavily branded as GE Money, though it doesn’t hide it totally either. Rather it provides advice, tips, real life scenarios – in short: great content and is well worth checking out. It’s a soft sell for relevant GE Money products. Even if you don’t become a customer of GE Money you can’t help but be left with a positive impression of this site as a resource. Similarly the Commonwealth Bank has put much effort into developing valuable content and advice for its blogs including money management, technology, community, business and property. Flight Centre is also significantly ramping up its content creation capabilities as it continues to lead the way as a one-stop travel provider. It has appointed former News Limited Escape editor Brian Crisp to be Editor-in-Chief of its content team. You don’t have to be a large business like these to employ a content marketing strategy. One can be created to suit your budget and resources. But it is clear that it has become an important component of any marketing program. Use the platforms that you own to demonstrate your expertise rather than just relying on third party endorsements which are much harder to control and secure.   *Cricket Australia image and stats sourced from www.marketingmag.com.au