Publisher of Climate Control News and one of Australia's largest independent media companies Yaffa Media, has launched a content marketing division known as Yaffa Custom Content.
The move is in line with the breathless evolution of the media sector and the myriad ways brands can now target and engage customers via content marketing solutions.
It will certainly benefit CCN clients seeking to leverage Yaffa's expertise to develop content marketing solutions that reach customers in uniquely memorable ways.
The unit will also operate across all 28 of Yaffa Media’s consumer and business-to-business titles to leverage their highly engaged and targeted audiences on behalf of brands.
It will be headed up by Matt Porter, former editor of Yaffa Media’s flagship title AdNews.
Prior to his role at AdNews he had a number of years as managing editor on a suite of Yaffa’s business–to-business titles.
Porter will report to Yaffa Media group sales director James Yaffa.
“The lines between owned, earned and paid-for media are increasingly blurring and content marketing is the place where they intersect across all media platforms,” Yaffa said in a statement.
“Yaffa Custom Content will harness our unparalleled IP and capability to give brands access to their customers and engage them in new and compelling ways.
“Porter has been around the media game for a long time as both a journalist and communications specialist and has an intimate knowledge of the Yaffa business and its properties. His blend of editorial and commercial makes him the ideal person to
lead this exciting new direction for us.”
Commenting on his appointment, Porter said he feels privileged to be entrusted with this venture, adding that he is "wildly optimistic" about its potential.
“Yaffa Media is a great company that has continually evolved through the generations, so this is an amazing opportunity to help steer it on yet another new and exciting course," he said.
For nearly a century Yaffa Media has built up an unrivalled IP as the communications experts, deeply entrenched in Australia’s media landscape.