This week The Brief travels to Content Marketing World Sydney where Jessica Kennedy caught up with the AFL Media’s head of content, Matt Pinkney.

Here Pinkney discusses the challenges facing content marketers as well as the internal and external battles AFL Media must win and the division’s plans to monetize its content.

In 2013 content marketers face an uphill battle to convince consumers that the information and content they consume is “not a Trojan horse” for making a sale, according to Pinkney.

Externally the AFL Media faces a similar challenge as its competitors, News and Fairfax, attempt to discredit AFL Media’s objectivity.

Meanwhile, Pinkney says the division must stand-up against internal pressures to act as brand protector.

“It is a long battle to convince people that we are not about sanitizing or protecting but we are about an objective take on what is happening in the world of football.”

Pinkeny also discusses plans to monetize AFL Media’s content, leaning away from paywalls he instead believes the site could one day be a digital broadcaster of games.

Take a look.