4 Aussie tech startups killing the content marketing game

Startup tech

The complex nature of tech services makes content development a powerful marketing strategy. Content marketing can help software companies communicate their service or product offering more clearly, engage better with their customers, create a brand community and position themselves as industry leaders.

To inspire our tech clients, we've rounded up some of Australia’s most content savvy tech startups. These firms prove you do not need to be big to be brilliant. You also don’t need to be a large and long standing company to be content superstars.

From tutorials to case studies, ebooks to webinars, these content strategies are paving the way for other tech startups.


Canva is a graphic design platform that allows users to design beautiful graphics for a range of purposes. It is a leader in the content marketing game, going above and beyond to serve the needs of its audience.

Canva’s content strategy encompasses the company’s DIY focus. With its extensive Design School, Canva offers users free articles, teaching materials and design courses. Packed with tips, guides and interactive tutorials, Canva helps its customers get the most out of the platform. The topics covered are specifically targeted towards the needs of its different users, for business and personal activities. On top of this, Canva’s social media strategy is also a winner. Canva’s #MyDesignStory campaign tells the stories of businesses and individuals who have used Canva to make their dreams a reality.

Canva’s content strategy complements its organisational goals, empowering every day people to create beautiful things.

Lesson – help your audience succeed.


Bugcrowd is a comprehensive crowdsourced cybersecurity platform. Bugcrowd uses content marketing to translate its complex software into engaging content.

Bugcrowd's blog keeps its customers informed and updated on the cybersecurity industry and the Bugcrowd platform. Its content arsenal also includes helpful webinars, case studies and reports. The content is targeted towards the audience of businesses and researchers, helping them learn and improve. Some of the content is gated, allowing Bugcrowd to access more information from its audience before handing over content.

Bugcrowd’s content strategy communicates the complex service in an engaging way and establishes it as an industry leader.

Lesson – position your company as an industry leader.

Local Measure

Local Measure is a location-based software company that streams customer social posts in real time. Local Measure’s content is interesting and stimulating with a strategic combination of visual and written content. The website content combines clear and concise copy with colourful visual aids to explain the Local Measure software.

Local Measure further helps customers with articles, insights and case studies, from which users can download free ebooks and checklists. The content is focused on helping businesses leverage customer data to gain valuable insights.

Local Measure’s content strategy hits the mark with an ideal balance of informative content and interesting visuals.

Lesson – complement copy with visuals.


Envato is a global marketplace for designers around the world to sell digital assets. Envato’s content marketing strategy aims to connect its global customer base through its content.

Envato’s blog is full of helpful articles targeted towards its users with a predominant business focus. But what makes Envato’s content activities unique is its community building. Envato facilitates a user forum, and a community blog. Together they connect everyday users with experts and create conversations around the company.

Envato’s digital community culture is entrenched in its content strategy.

Lesson – build a brand community.

Which startups top your list of tech companies doing content marketing right? Let us know your thoughts in the comments below.