Aussie marketers keep spending on content marketing despite creation constraints

New survey finds only 18 per cent of Australian organisations have someone with 'content' or 'content marketing' in their title even as 93 per cent look to invest in content marketing next year

Nearly half of all Australian marketers plan to spend more on content marketing activities next year, but less than one in five have a dedicated content chief working in their organisation today, a new report reveals.

According to the Content Marketing Survey May 2014 survey of Australia and New Zealand marketers and senior business executives conducted by content marketing agency, Castleford, 93 per cent of organisations will either maintain or increase resources allocated to content marketing in the next financial year.

In addition, 75 per cent of c-level executives viewed content-based activities as either ‘quite positive’ or ‘very positive’.

However, only 18 per cent of those surveyed have someone in their organisation with ‘content’ or content marketing’ in their job title, and just under two-thirds have internal marketing experts. One-quarter of respondents are relying on a content agency to fuel content marketing activities, and 60 per cent are using in-house resources.

Related: 7 CMOs share their content marketing dos and don’ts

Time was the biggest inhibitor to content marketing activity for 39 per cent of respondents, followed by money.

The type of content gaining the most investment is video (48 per cent), followed by case studies (40 per cent), infographics (28 per cent) and whitepapers (26 per cent). Over the next year, blogging came up trumps as the most popular tactic for further investment (44 per cent), followed by video (36 per cent) and thought leadership (35 per cent).

In a statement, Castleford commercial director, Kate Davidson, said she expected to see significant change across the market over the next 12 months as more brands invest in their own content.

“It’s really encouraging that c-level execs are getting on board,” she said. “I’ve seen previous surveys where resistance from upstairs was a significant limiting factor, but as content marketing goes mainstream that’s much less of an issue.

“A lot of verticals are already getting crowded, so the big challenge will be creating regular, relevant content and being really smart about how you share, promote and leverage it.”

The report also found 60 per cent of total respondents are investing in at least five online marketing tactics, the most common being social media, email and AdWords.

The most popular metrics for measuring the return in investment on content marketing is website traffic (63 per cent), followed by conversion metrics such as leads (54 per cent), sales (41 per cent), social shares (40 per cent) and comments (41 per cent).

Related: How to make your content marketing more effective

The Castleford report was based on a survey of 133 marketers and senior decision makers from Australian and New Zealand organisations undertaken in March and April 2014.

Story frenzy: Brands getting into content

Content Marketing Survey May 2014

Castleford

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

Read more

AI Leasing Assistants have finally arrived for the multifamily industry. With so many to choose from it can be hard to figure out which i...

Alice Labs Pte. Ltd.

CMO's top 8 martech stories for the week - 6 May 2021

Read more

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Blog Posts

Why if marketing is all you do, you’ll never be very good at it

OK, so you’re probably thinking: “Here comes another article to badger me about living in my bubble.” And also, “I bet this bubble-bashing piece will go on to explain how I can achieve better results through some heady dose of new life experiences, new routines and annoyingly different opinions on social media.”

Dane Smith

Behavioural science lead and regional consulting partner, Ogilvy

A leader’s role in rebuilding a culture of confidence

Every day, there are new predictions and studies on the future of work, the state of the economy and the unfolding global pandemic. All of which creates uncertainty and heightens the imperative of effective leadership.

Michelle Gibbings

Workplace expert, author

Confused About Your Customers?​

​I've worked in brand and marketing for more than 20 years. But there’s one area where I’ve found myself going around in circles and I must admit I'm becoming increasingly confused.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in