Back

Content Rebels wins international acclaim for bold B2B campaign putting Sydney on the global business events map

Content Rebels

Australian content marketing agency Content Rebels has claimed a prestigious global honour, winning Best Use of an eBook (One or a Series) at the 2025 Content Marketing Awards, presented by the Content Marketing Institute (CMI).

The winning campaign, developed for Business Events Sydney (BESydney), has catapulted the agency onto the international stage, with recognition for its journalistic storytelling, human insight, and smart, scalable content strategy.

The win places Content Rebels alongside global marketing heavyweights and supports the agency’s growing reputation for creating bold, strategy-led campaigns that challenge the status quo, particularly in the often conservative B2B space.

Content Rebels founder and CEO Sarah Spence said: 

“This campaign was about telling a bigger story, not just about place, but about purpose. We set out to shift perceptions of Sydney as a city, showing we’re not just a beautiful destination but we’re also a business events powerhouse where global innovation thrives. The client trusted us to tell Sydney’s story authentically, and it really paid off. The campaign results speak for themselves.” 

The winning campaign, Change Starts Here - B2B Thought Leadership eBook Content Campaign, featured a suite of five industry-specific content ecosystems anchored by long-form eBooks, supported by SEO articles and strategic landing pages. 

Content Rebels conducted more than 50 interviews with experts across technology, science, health and professional services. These interviews formed the heart of the campaign, alongside compelling visual storytelling and rich research insights, highlighting the five high-growth industries where Sydney has a global edge: 

1. Technology and innovation

2. Health and life sciences

3. Financial and professional services

4. Science and engineering

5. Aerospace and defence 

The campaign’s impressive results included: 

• 3.5 million+ impressions

• 100+ marketing qualified leads via gated downloads

• 43% increase in web traffic and a 50% lift in session duration

“From five comprehensive eBooks and 20 targeted SEO articles to a bespoke landing page and an award submission, Content Rebels delivered the content for our Change Starts Here campaign with clarity, creativity and confidence. They didn’t just respond to our briefs, they embraced them - helping us build a global campaign that’s shifting perceptions and setting new benchmarks for business event storytelling,” said Sarah Griffin, Head of Marketing, BESydney.

The campaign has also been shortlisted at the upcoming Australian Marketing Institute Awards for Best Public Sector Campaign.

While many B2B campaigns remain dry and overly cautious, Content Rebels believes in doing things differently.

“We’re not afraid to push boundaries,” said Spence. 

“Too often, B2B content forgets that there are humans on the other side, real people who want to feel something. Our goal is always to create meaningful content ecosystems that connect, inspire and convert.”

This is just the latest in a string of accolades for Content Rebels, including:

• Certified Practising Marketer of the Year (Sarah Spence)

• Global CMI Finalist – Best Multi-Year Content Marketing Program

• Smart 50 Workplaces

• Top 50 Small Business Leaders

• Multiple Australian Marketing Institute wins and finalist placements

Founded in 2014, Content Rebels has grown from a one-woman operation into a team delivering content marketing that sparks conversations and drives change. Clients include Lendlease, Toni & Guy, Impulse, Open Universities Australia, WWF, Afterpay, Koala, Modibodi, Westpac, David Jones and healthylife.

Find out more: https://contentrebels.com.au

About us:

Content Rebels is a rebellious content marketing agency, delivering bold ideas for brave brands. At the forefront of the ideas economy, Content Rebels is a strategic content marketing agency delivering content marketing that demands attention and starts conversations. Now firmly focused on leveraging Generative and Agentic AI platforms to deliver incredible results and quality for its clients, Content Rebels is, once again, pushing boundaries on behalf of their clients. Current and past clients include  Lendlease, Toni & Guy, Impulse, Open Universities Australia, WWF, Afterpay, Koala, Modibodi, Westpac, David Jones and healthylife. https://contentrebels.com.au/

Contact details:

Media contact:
Erin Huckle, [email protected]  0432 213 506