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 newsletter!

Or
Error: Please check your email address.
Show Comments

Blog Posts

Social purpose: Oxygen for your brand health vitals

If trust is the new currency, then we’re in deep trouble. Here's why.

Carolyn Butler-Madden

Founder and CEO, Sunday Lunch

Customer experience disruption: Healthcare faces a bitter pill

Over the past decade, disruptors such as Amazon, Apple and Australia’s Atlassian have delivered technology enhanced customer experiences, which for the most part, have improved customers’ lives and delivered unparalleled growth. Can they do the same for healthcare?

Alex Allwood

Principal, All Work Together

How can a brand remain human in a digital world?

Some commentators estimate that by 2020, 85 per cent of buyer-seller interactions will happen online through social media and video*. That’s only two years away, and pertinent for any marketer.

James Kyd

Global head of brand strategy and marketing, Xero

https://bit.ly/2qLgzmR Transform your life a proven digital blueprint

Okitoi Steven

How this banking group tackled a digital marketing transformation

Read more

Its great to hear that companies including JCDecaux, oOh!media, Omnicom and Posterscope Australia have all partnered with Seedooh inorder...

Blue Mushroom Infozone Pvt Ltd

Out of home advertising companies strive for greater metrics and transparency

Read more

Much ado about nothingAnother fluff piece around what it could possibly do rather than what it is doing

gve

How AMP is using AI to create effortless ‘experiences’

Read more

is it true that Consumer expectations are also changing as a result. If we trust someone with our data there is also an expectation that ...

Sunita Madan

Society will decide where digital marketing takes us next: Oracle

Read more

This Blog is Very interesting to read and thank you for sharing the valuable information about Machine Learning. The information you prov...

johny blaze

What machine learning has done for the Virgin Velocity program

Read more

Latest Podcast

More podcasts

Sign in