The New Daily shows the new way for content marketing
The launch of The New Daily, which has controversially been bankrolled by super funds, is just the latest example of the growing trend towards content marketing, argues Helen O’Neil.
Australian superannuation funds are picking up on content marketing.
In light of Fairfax Media’s decision to focus on content marketing, another giant has arrived. But don’t worry, there’s still plenty of room at the table.
Three leading superannuation funds have partnered to launch a free news web site The New Daily.
Glad it’s not my super
I just cannot start how this venture, that aims to be a serious & free play in the local news market, is being relegated to the term ‘content-marketing’.
It’s content. Ideally good content will bring in an audience and – somehow – enough dollars to stand on its own two feet. Whether The New Daily will be able to do that under the stewardship of someone who was well known for putting digital last is another matter.
Having listened to the Guardian editors discuss their “newstopia” last week (being able to break big stories via six-month long investigations while still losing 37 million pounds last year) – I can’t see how many local ventures will be able to succeed in such a crowded market…