When I sat down to write my first blog for Content Hype in 2019, I had no idea how much the business—and the content marketing landscape—would change in just a few years. That blog, “The Pursuit of Happiness: Some Content Hype Context”, was me excited and optimistic. I shared my dream of a business built on storytelling, helping brands find and share their story. What started as a simple idea for a copywriting and social media management agency grew more prominent and powerful than I ever thought.
Looking back, I can see just how much we’ve evolved—not just as a business but as a partner to our clients. Today, Content Hype is a full-service marketing agency offering everything from SEO and videography to podcast production and virtual CMO services. This evolution didn’t happen overnight. It was shaped by our clients, our team, and the ever-changing world of marketing. Let me take you through that journey.
The Beginning: Building a Foundation in Storytelling
When I launched Content Hype, I leaned heavily on my background in journalism and marketing. Copywriting was my bread and butter, and social media management was the natural fit. My early clients needed someone to write blogs, create captions, and manage their online presence, and I was happy to step into that role.
We launched in September 2019, just a few months before those words ‘COVID-19’ sent our city into lockdown for two years.
In that time my wife and I welcomed our twin daughters, more than enough motivation to ensure that no global pandemic would slow Content Hype down. We powered through, helping our clients to maintain their connections with their clients and audiecnes through COVID, and we emerged from the pandemic strong, ready to take a lease on our first premises at 270A Maribyrnong Road, Moonee Ponds.
I started with three clients, and to this day, I still work with two of them. That continuity speaks to the relationships we’ve built and the trust we’ve earned.
Those early days weren’t glamorous, but they were the foundation of what Content Hype would become. I was focused on storytelling—on helping businesses connect with their audience through authentic, relatable content.
Listening to Clients and Expanding Our Services
As we grew, one thing became clear: our clients wanted more than words. They didn’t need someone to write their blogs or post on their social media accounts. They wanted a partner who could guide their content strategy and deliver across multiple channels.
The business was growing, and so was the family. My wife and I welcomed our son in 2022. Just the kick up the bum any business owner needs to step up there game.
This was a turning point for Content Hype. Within two years, we had over 10 clients on retainer. We added new services to meet their needs: SEO, videography, podcast production, graphic design and even photography. One of the most exciting was the virtual CMO service. Through this offering, we’ve helped clients ensure their marketing strategies are aligned and that every partner or contractor is working towards the same goals.
This client-first approach has always been at the heart of Content Hype. By listening to what our clients needed, we didn’t just add new services; we deepened our relationships. We became more than a service provider; we became an integral part of their success.
Navigating the Changing Landscape of Content Marketing
The content marketing landscape looks very different today than it did in 2019. The rise of artificial intelligence has changed the way content is created and consumed. Tools that generate copy at the click of a button have made standalone copywriting services less common. But while AI has changed the game, it hasn’t diminished the value of human creativity and strategy.
At Content Hype, we’ve adapted to this new reality. We work with clients to review and enhance AI-generated content or when they prefer to create entirely human-driven content. Our value is in the strategy we bring—helping clients craft a cohesive narrative, align their messaging and deliver content that truly resonates with their audience. AI can produce words but can’t replace the depth of understanding and insight from human connection.
Highlights of Our Journey
Looking back over the past six years, I see a few highlights.
One of the biggest was opening the Content Hype Podcast Studio in Moonee Ponds in 2024. This has been a game changer for us and our clients. It’s a dedicated space for content creation—shooting videos, recording podcasts or collaborating on creative projects. The studio also allowed us to launch Moonee Valley Voices, a podcast sharing local stories from an area of Melbourne close to my heart. Seeing the listenership grow has been excellent.
2024 was also the year we were able to grow our team from one to three, as well as settling on some key contractors we consistently use to ensure a high quality of work for our clients.
Another highlight is our work with the local sports club Essendon Royals. By growing their digital audience, we’ve helped them attract more sponsors and increase their sponsorship revenue significantly. We can’t take all the credit, but it’s great to see the tangible results of our work. Sports, and in particular football/soccer, has always been a big passion of mine and being able to continue working in sports marketing and media is something I never take for granted.
These achievements result from the relationships we’ve built and our clients’ trust in us. That’s why I started Content Hype: to help businesses and organisations tell their stories and achieve their goals.
What Our Clients Say
One of the most rewarding aspects of growing Content Hype has been the feedback from our clients. Every project we take on, whether big or small, reflects our dedication to understanding each client’s unique needs and delivering results that exceed their expectations. Over the years, we’ve been fortunate to receive glowing testimonials that reinforce why we do what we do. These words from our clients tell the story of Content Hype’s impact better than I ever could.
When I think about what makes these testimonials unique, it’s the consistency in the sentiment. Words like “professionalism,” “creativity,” and “attention to detail” come up time and time again. Whether we’re helping a small business overhaul its website, managing a sporting club’s social media strategy, or delivering SEO-optimised product descriptions for an e-commerce client, the results speak for themselves—and so do our clients.
Take Reneh Aziz, for example, who turned to us for help with content for her HR outsourcing business. “The results were nothing short of amazing—my content is now engaging but aligned with my goals,” she wrote. Stories like Reneh’s highlight how we take the time to ask the right questions, truly understand our client’s businesses, and create content that works.
In the world of sports, George Power, Club President of Bombala Cricket Club, shared how our team transformed their digital presence. He noted, “Their innovative approach to our social media content enhanced our online presence and significantly engaged our community and supporters in a way we hadn’t seen before.” For Bombala Cricket Club, the work didn’t stop at boosting engagement; we also helped them refine their sponsorship packages—a vital element of their success.
For clients like Luscombe Tiles, our work has had a measurable impact on their digital channels. As Sally Luscombe shared, “The quality of content delivered has not only met but consistently exceeded our expectations, playing a pivotal role in enhancing the SEO performance of our website.” Helping businesses like Luscombe Tiles turn content into tangible results is a reminder of the power of great storytelling.
Even when our team steps in during critical moments, the feedback is a testament to our adaptability. Sean Nicoll of AusPac Solar noted how we exceeded expectations when the business was temporarily without a designer. He wrote, “His adverts have generated the business more leads than anything generated in-house, which was pleasing.” This kind of agility is a hallmark of how we support our clients, no matter the challenge.
Our reviews also reflect a theme of trust and collaboration. Ying, who has relied on our services for years, shared how we’ve made her business life easier: “We don’t have to think about what to write in our brochures, presentations, and newsletters anymore, as we can leave it in the capable hands of Matt and the team.”
This feedback is echoed by Simon James, who started with a simple LinkedIn profile rewrite and entrusted us with his entire website and ongoing blog content. “Every time I ask for a new item, it’s like they are inside my mind, but they make my thoughts sound way more elegant and professional than I ever could.”
These testimonials aren’t just words to us—they prove that what we’re building at Content Hype is meaningful. They show that our commitment to understanding each client’s needs, providing exceptional service, and delivering accurate results makes a difference. Whether we’re helping a business increase its leads, craft the perfect website, or connect with its audience on social media, the feedback we receive inspires us to keep pushing forward.
For a small business that started with just three clients, having over 20 five-star Google reviews today is an incredible milestone. But more than the numbers, the stories behind those reviews matter. They remind me why I love what I do—and why Content Hype is committed to creating content that drives success.
Looking Forward: Content Hype 2025
As we head into 2025, I’m more bullish than ever about what’s ahead for Content Hype. The marketing landscape will continue to change, and so will we. Our focus will remain on being a strategic partner to our clients, helping them navigate the challenges and opportunities of a fast-changing world.
We’ll continue to use technology while staying true to the power of human creativity. AI will be part of how we work but will never replace the personal touch and strategic insight at the heart of what we do. We’ll keep finding new ways to help our clients stand out—whether through new content formats, new strategies, or simply telling their story in a way that resonates.
We’ll share more tips for what content marketing might look like in 2025 in another blog soon!
For me, Content Hype is about more than just business. It’s about building something of value. It’s about creating a space where creativity can flourish, relationships can grow, and stories can be told in a way that inspires and connects. That’s what gets me out of bed every day.
The Next Chapter
As I look back, I can’t help but think of that first blog in 2019. I had no idea what was ahead, but looking at where we are now, I couldn’t be more proud.
Content Hype has grown from a copywriting business into a full-service marketing agency. We’ve evolved with our clients and the industry. We’ve built a team and a studio I’m proud of. And we’ve stayed true to our purpose: to help businesses tell their story and achieve their goals.
If you’re reading this and thinking about how your business can adapt, evolve and grow, I’d love to talk. Whether you need help with strategy, content creation or something in between, Content Hype is here to be your partner. Let’s write the next chapter.
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