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!

Error: Please check your email address.
Show Comments

Blog Posts

Maintaining trust in a sceptical world: The power of brand trust

The faith people have in brands creates opportunity for those brands to become trusted advisors. In turn, this builds success by increasing the brand’s profile, letting it broaden its product offering and driving stronger customer loyalty.

Dan Ratner

managing director, uberbrand

When growth stalls: How to boost growth in large organisations

The push to start new businesses continues. In Q1 2017, the number of seed and angel deals increased by 1.4 per cent compared to Q1 2016.

Con Frantzeskos

CEO, Penso

Why we need diversity in marketing

​When we read articles about the need for increased diversity in marketing land, it is often through the lens of gender.

Jodie Sangster

CEO, ADMA

We all know that digital marketing in order to promote a brand, products and services is by the use of electronic media. The evolution of...

Helaina Berry

Predictions: 17 digital marketing trends for 2017

Read more

Interesting insight, well explained and the examples are just apt.Thanks for sharing!

FreshMindIdeas

The politics of branding - Brand science - CMO Australia

Read more

When the world that we live in floods with gigabytes of content every day, we have to learn to be selective about it. Such educational we...

Paulina Cameron

ADMA launches education program to tackle viewability, ad fraud and brand safety

Read more

Hi, i am an Aistralian ALK patient, been on xalkori dec 13 to oct 15 and achieved remission of disease, since been on Ceritinib until no...

gary packer

Pfizer Australia adopts AI-powered digital analyst tool for sales and marketing decision making

Read more

Hi James, shouldn't marketers also be focusing on collecting and utilizing up to date first-party profiling data on customers so that mes...

Tom

3 ways customer data can increase online sales conversion

Read more

Latest Podcast

Getting Intimate with CX Ep 5: Tammy Marshall, founder, The B Hive

How much of customer experience is having the foresight to know what those individuals might like, versus asking them? In Episode 5 of this new podcast series, BrandHook MD, Pip Stocks, talks with Tammy Marshall about the importance of asking your customers questions, how consistency plays a role in engagement, but how the unexpected adds extra value.

More podcasts

Sign in