Content marketing is cool, but effectiveness is still an issue

New report on Australian, UK and North American marketers finds content marketing is prevalent and tactics and social media abound, but there are still concerns about its effectiveness

A new study has found 96 per cent of Australian marketers are using content marketing to reach out to customers but just 29 per cent are happy with its effectiveness.

The Association for data-driven marketing and advertising (ADMA) and the Content Marketing Institute's (CMI) new Content Marketing in Australia: 2013 Benchmarks, Budgets and Trends report found Australian companies allocate 25 per cent of their total marketing budget to content marketing, with 61 per cent planning to increase the amount in the next 12 months.

On average, marketers are using 12 different content marketing tactics, led by articles on a company’s website (88 per cent). Rounding out the top five is social media (83 per cent), e-newsletters (82 per cent), in-person events (74 per cent) and case studies (71 per cent). The top four social media platforms for distributing content are Facebook (71 per cent), Twitter (67 per cent), LinkedIn (67 per cent) and YouTube (57 per cent).

Emerging platforms are prominent nonetheless and include Google+ (38 per cent), Pinterest (21 per cent) and Slideshare (14 per cent). Perhaps surprisingly, B2B marketers lead the use of content marketing at 98 per cent, compared with 89 per cent of B2C marketers.

The study claims to be the first allowing Australian marketers to benchmark their content strategy against North American and UK counterparts and overall, the comparison is favourable. For example, B2B marketers in Australia are more involved with content marketing than their UK and North American peers. In addition, 64 per cent of UK marketers plan to increase content marketing spend in the next 12 months, followed by Australians at 61 per cent and North America at 54 per cent.

Despite all these efforts, however, just 29 per cent of Australians surveyed reported content marketing is effective, in contrast with 39 per cent of UK and 37 per cent of North American marketers. The biggest challenge proved to be producing the kind of content that engages. Other top reasons are producing enough content, and a lack of budget.

“Australians have embraced content marketing but we have realised it requires a new skillset and change in mindset,” ADMA CEO Jodie Sangster said. “It is the merging of marketing, journalism and PR. They need to think more like journalists and publishers rather than marketers because content marketing is about providing valuable information rather than selling.”

The ADMA/CMI report also looked into the effectiveness of various tactics and found in-person events lead the way, with 76 per cent of Australian marketers rating them as effective. Mobile also figured prominently led by mobile content (58 per cent), microsites (57 per cent) and mobile apps (51 per cent). Overall, Australians claimed mobile tactics were more effective than both those operating in North American and the UK.

The primary goal for content marketing in Australia is brand awareness, followed by engagement, customer retention/loyalty, customer acquisition and lead generation. In terms of measurement criteria for content marketing success, website traffic was top of the list with 61 per cent of Australian marketers. Social media sharing was the next closest at 47 per cent.

The new report was based on responses from 216 participants across B2B and B2C companies from August 2012 to January 2013.

You can check out the ADMA/CMI report online here.

Follow CMO on Twitter: @CMOAustralia.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Behaviour change, by design

​We’re living in an age of unprecedented change. We experience with Oculus Rift, invest with Acorns, consume video through Hyper, tune into Pandora and navigate with Waze.

Glen Jeffreys

Head of UX, Deepend Group

Chat bots: How to use them commercially right now

I’m sure that many of you out there have heard a lot about chat bots (aka messaging bots) recently, and the fact that they are here to stay is pretty evident by now.

Deniz Nalbantoglu

Managing director, Webling-Interactive

Top tips to uncovering consumer insights for business innovation

An in-depth understanding of consumers sits at the heart of what we all need to do, but we know it’s not always easy to uncover insights that will unlock a true innovation opportunity.

Matt Whale

Managing director, How To Impact

Thanks, Nadia. It was so interesting blog for me because it helps me able to understand well on the basics of business and marketing conc...

MichaelBGreen

3 ways marketers can raise their executive influence

Read more

Having been to the AO on Wednesday for the first time in a number of years I was very impressed with the new branding. The event has evol...

Naomi

Tennis Australia unwraps new brand identity for Australian Open

Read more

This was amazing and so inspiring. Thanks for sharing.

Vijay Kumar

Design thinking: Leading with experience

Read more

Great read, thanks for posting. MR should be seen as the holy grail for marketers and brands, as it offers an unprecedented capability to...

Barney

Interview: The business case for mixed reality in marketing

Read more

what a load of shit, and what a major stuff up... the new brand device is sterile, boring and just plain bad. Would be better suited to a...

James Yoi

Tennis Australia unwraps new brand identity for Australian Open

Read more

Latest Podcast

More podcasts

Sign in