The digital publisher behind SmartCompany, StartupSmart, Crikey.com and The Mandarin, Private Media, has launched a B2B audience engagement agency.
Bureau has been created to help brands attract and connect with SMEs, start-ups and the entrepreneurial community.
The new agency will offer a research and consultancy service, audience engagement strategies, content creation and distribution, events and partnership opportunities, and influencer outreach through its network of journalists and business leaders.
Private Media chair Eric Beecher said: “As brands continue to be affected by the ever-changing landscape of digital marketing, having access to an engaged audience and the insights that offers advertisers is more critical than ever.
“The SmartCompany audience has more than 400,000 small businesses, start-ups and entrepreneurs visiting every month, and while this is a huge commodity for brands to access, the expertise we’ve accrued to achieve that kind of engagement is huge.
“Bureau is the avenue for brands to access that expertise.”
Bureau will offer access to this audience through lead generation campaigns, but also advise brands on how to think like publishers through multi-channel engagement strategies and programs to achieve business objectives and marketing ROI.
“There is no typical small business or start-up in Australia,” Beecher said. “We know and understand the small business sector from the inside because we create and publish hundreds of stories every month. We talk to them every day.”
Bureau is led by Cath Vallence, who was previously managing editor at King Content, and prior to that, head of content marketing at Sensis. She is joined by SmartCompany publisher Zoe Dattner as key adviser.