In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?
The Association for Data-driven Marketing and Advertising (ADMA) has taken the wrappers off a new content advisory group aimed at helping brands improve their content marketing smarts.
The ADMA Content Collaboration will focus on providing tools and resources around content marketing practices, including developing an all-important measurement framework to showcase the ROI of content marketing initiatives.
The group’s founding members include a collection of well-known Australian brands including Australian Pacific Touring, REA Group, Bupa, Lend Lease, TAFE NSW, Nestle and Toyota Motor Corporation. Custom content houses such as Edge and Mahlab are also on the list.
The case study library is expected by the end of this year, while the measurement framework should be developed in the next nine to 12 months.
ADMA pointed to the latest Content Marketing Institute study, Content Marketing in Australia 2016, which found producing relevant content to be the number one challenge Australian organisations are facing (69 per cent). Other major issues include measuring the ROI of content marketing activities (54 per cent). In addition, the report found lea than one-third believe their content marketing efforts are currently effective.
“Content marketing plays an increasingly integral role in most organisation’s marketing plans but companies are struggling to fully understand its measure of success and impact on brand performance,” said ADMA CEO, Jodie Sangster.
“The ADMA Content Collaborative will help companies find a means of attributing the impact of their content as a part of the marketing mix while providing a valuable best resource to drive the quality and effectiveness of content marketing in Australia.”