Australian marketers ramp up content marketing spend despite effectiveness issues

New report from the Content Marketing Institute and ADMA finds Australian marketers are investing in content marketing at a higher rate than US and UK peers, yet only a third are finding it effective

More than two-thirds of Australian marketers investing in content marketing tactics plan to increase the amount of budget spent on these activities in the next year, a new report claims.

The new Content Marketing in Australia: 2014 Benchmarks, Budgets and Trendsreport from the Content Marketing Institute (CMI) and Association for Data-driven Marketing and Advertising (ADMA) found 93 per cent of Australian organisations are using content marketing today, with 81 per cent producing more content than they did just one year ago.

Top reasons cited include brand awareness, engagement, and lead generation.

Just shy of three-quarters of respondents (74 per cent) said they had a staff member in place to oversee their content marketing strategy. The report was based on a survey of 159 Australian organisations across July and August.

Most notably, 69 per cent of Australian marketers plan to increase the amount of budget they allocate to content marketing activities in the next 12 months. This compared with 58 per cent of US marketers and 56 per cent of UK marketers surveyed separately by CMI.

CMI founder, Joe Pulizzi, pointed out its global research showed Australian marketers were increasing their content output at a higher rate than their US and UK counterparts.

“Content marketing has clearly taken hold in Australia, with 52 per cent of respondents saying they have a documented content marketing strategy, which is around 10 per cent higher than in North America and the UK,” he commented.

What’s interesting though is that Australian marketers are less assured of themselves than their UK and US colleagues when it comes to overall effectiveness. Just 33 per cent rated themselves as either ‘very effective’ or ‘effective’, compared with 41 per cent in the US and 48 per cent in the UK.

7 CMOs share their content marketing dos and don’ts
Adopting the right content marketing principles
Why your b2B content marketing strategy isn’t working

The top three content marketing tactics are articles on their corporate website (84 per cent), social media excluding blogs (84 per cent), and e-newsletters (80 per cent). Least popular are podcasts (20 per cent), virtual conferences (18 per cent) and gamification (16 per cent).

E-newsletters proved the most effective method for Australian marketers (73 per cent), followed by in-person events (66 per cent) and research reports (63 per cent). In contrast, US and UK marketers rated in-person events more effective, while e-newsletters were less (63 per cent of US respondents and 66 per cent of UK respondents respectively).

“The fact that 69 per cent of Australian marketers plan to increase the amount of budget they allocate to content marketing indicates they are beginning to see how content marketing can benefit clients, consumers and the bottom line,” added ADMA CEO, Jodie Sangster.

When it comes to the hurdles, 44 per cent of respondents in Australia admitted they were challenged with producing enough content, and 41 per cent find producing engaging content to be a challenge. Thirty-eight per cent are also challenged by a lack of budget.

King Content CEO, Craig Hodges, has experienced the surge in interest around content marketing first-hand, and said clients were investing in both content strategies as well as content for their owned assets and social platforms.

“We’ve also seen the growth of Linkedin as our clients look to amplify the content they are developing,” he told CMO.

“The one statistic that certainly stands out is that one in two marketers don’t have a documented content strategy. I think as an industry that will need to be addressed to drive further effectiveness. In our opinion it’s very difficult to be effective at content marketing without a documented content strategy.”


Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Disruption Down Under – What’s Amazon’s real competitive advantage?

Savvy shoppers wait in anticipation, while Australian retailers are gearing up for the onslaught. Amazon’s arrival is imminent.

Change across the board: Why boards need to digitally evolve

Traditionally the non-executive board of a company acts in an advisory capacity - attending monthly board meetings to offer overarching advice and guidance typically focusing on:

Jodie Sangster

CEO, ADMA

The most desirable customers you’ve overlooked

“What will really move the needle?” This is a question that keeps leaders awake at night. And at the intersection of some of their top priorities – finding pockets of growth, redefining the customer experience, and making an emotional impact – lies a latent market: Their diverse customers.

Really inspiring !

Goldenboy Media

Jaywing sets sights on Australian growth with digital and data-driven agency model

Read more

Being aware of regulations or guidlines is just the start. As our CEO Emma Lo Russo stated exactly two weeks ago at an event we supported...

Alan Smith

​Are the Wild West days of influencer collaboration over?

Read more

Rebranding is always nice solution to get better organisation. Businessman may apply certain special services (for example, https://www.l...

David Hill

CMO interview: Spearheading the global rebranding of OFX

Read more

Thank you so much for sharing this article.Top Digital Marketing company in Bangalore

Way To DM

Predictions: 17 digital marketing trends for 2017

Read more

Thanks for the great article Jodie, agree many boards and senior execs are operating in outdated modes, just as we need some reverse soci...

sharyn

Change across the board: Why boards need to digitally evolve - Data-driven marketing - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in