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Australian Regional Media giving national brands new content marketing solutions

Australian Regional Media (ARM) has launched a suite of content marketing solutions to give national brands local relevance and the capacity to create community connections.

ARM’s strength in connecting with local audiences is unparalleled, demonstrated by a recent campaign with Australia’s largest outdoor retailer, BCF, which delivered exceptional results in campaign markets. See how it worked for BCF; click here.

ARM’s strategy was to use local, credible and engaging content to generate interest in outdoor activities during a six week campaign in five selected markets across all ARM platforms; print, online, mobile and social.

Bryce Johns, Editorial Director for ARM explains: “We wrote a lot of stories about things we knew our readers cared about, such as the best places to go fishing, and the best camping spots in our patch. The appeal of this local content delivered twice the levels of engagement from our audience versus the industry average with an average read time of over 3 minutes per article. And then you had BCF talking about the best tent to go camping with or the best fishing rod to take. By delivering reader value we created brand value for BCF.”

All content produced was done to help create conversations for both the category and BCF, stimulating people’s behaviour to get outdoors, and as a result, built demand for BCF products.

Social media was used heavily to extend, amplify and create conversations around the campaign.

“Some of the posts were getting thousands of responses on Facebook and online. We created a conversation that people wanted to be involved in.” Mr Johns said.

The campaign delivered talkability for BCF in ARM markets, and even resulted in notoriety for local managers.

“I felt like a rock star during the 6 weeks of the campaign” Rod Sealy, Manager BCF Gladstone said.

Ben McConnell, BCF Marketing Manager said: “The campaign was really, really successful. What we found was this really credible, localised content was just so effective in driving reader engagement, and best of all we achieved better sales results.”

According to the American Marketing Association, one third of marketing budgets are now allocated to content marketing; presenting a real opportunity in Australia to capitalise on this growing overseas strategy.

Content marketing allows brands to talk to consumers on a one to one level, forging a deeper connection with audiences. ARM have developed two solutions to deliver mass localisation. 

Brand Amplify is ARM’s premium content marketing solution, providing a reader first, editorial led platform to deeply engage readers with brands (Learn More).

Brand Insight is ARM’s native advertising solution, giving national brands a trusted environment to speak directly with a locally engaged audience. 

About Australian Regional Media;

Australian Regional Media is the leading publisher in regional Queensland and Northern New South Wales. Our portfolio includes 12 daily newspapers, 58 non-daily newspapers and an online Regional News Network of over 30 web and mobile sites. Every week we engage with over 1.4 million unique locals via print, online and mobile.

Our titles represent over half of all regional daily newspapers sold in Queensland. ARM has the top performing daily newspaper in Australia, and five of the six top performing daily newspapers in Australia.