B2B publisher Cirrus Media has seen quarter one sales of content marketing programmes grow by 250 per cent over the same period last year.

Matt Rowley, head of content marketing at Cirrus, said: “It’s a great result, and we believe it’s part of a shift in Australian Content Marketing. Where agencies and in-house teams took the lead, clients are now savvier in wanting to make sure expert level content actually gets in front of sizeable, engaged audiences – and quickly. This is something publishers like us can do better than anyone else.

“One of our challenges is gearing up for the even more explosive growth that we’re expecting in the back half of the year. As a publisher in Content Marketing, you’re no longer just providing ad space, but becoming a marketing partner for your clients as well. This means you need strategic and account handling capabilities to go with the sales and editorial ones we’ve traditionally held.”