Aussie marketers struggling to be effective with content marketing

New CMI and ADMA report finds local marketers are feeling less effectiveness about their content marketing programs this year, but that having a documented strategy is of huge benefit

Australian marketers are feeling less effective when it comes to content marketing, and many are still struggling to demonstrate its ROI to the organisation, a new report claims.

According to the fifth annual Content Marketing in Australia 2015: Benchmarks, Budgets and trends, produced by the Content Marketing Institute (CMI) and ADMA, 29 per cent of Australian marketers rated their use of content marketing as effective, down from 33 per cent last year.

However, the ratio rose to 44 per cent across those with a document content marketing strategy (37 per cent of total respondents). A further 46 per cent said they had a content marketing strategy that it was verbal only.

The report also found 39 per cent of respondents now maintain a dedicated content marketing group, 27 per cent of which work horizontally across the organisation and 12 per cent as an independent unit. The report authors noted the most effective marketers are more likely to have a dedicated group for content marketing (54 per cent).

Across the pool of respondents, the largest percentage (25 per cent) said product marketing is responsible for content marketing . On average, content marketing accounts for 27 per cent of the total marketing budget, and nearly two-thirds will increase spending in the next 12 months.

Key objectives for content marketing activities are engagement (87 per cent), brand awareness (85 per cent) and lead generation (79 per cent). Rounding out the top five were customer retention/loyalty (78 per cent) and sales (74 per cent). The report noted the most effective marketers placed a higher importance on the full spectrum of organisational goals, which also included lead nurturing, upsell/cross-sell and customer evangelism.

The top metric being used to gauge content marketing’s success is website traffic (60 per cent), followed by higher conversion rates (46 per cent) and sales (46 per cent). Overall, however, only 20 per cent believe they are successful at tracking content marketing’s ROI, and 13 per cent said they still did not track at all.

Having a documented content marketing strategy clearly drove positivity, and 33 per cent of those who maintained such a strategy said they were successful at understanding’s content’s ROI to the business.

Across the board, 74 per cent of respondents created more content in the last 12 months, a decrease of 7 per cent year-on-year. On average, Australian marketers are targeting four audiences, increasing to five audiences in organisations with at least 1000 employees.

On average, 12 tactics are being used in content marketing, a list topped by social media content – other than blogs, articles on the brand website, and email newsletters. A rising star this year was in-person events, which are being used by 74 per cent of respondents and also ranked highest tactic in terms of effectiveness by 65 per cent of those surveyed.

Other strong content types for effectiveness included email newsletters (62 per cent), blogs (62 per cent), and whitepapers (61 per cent).

Read more: 7 CMOs share their content marketing dos and don'ts

When it comes to their challenges, half of Australian marketers said producing engaging content is the biggest hurdle. Other major inhibitors included lack of budget (48 per cent), producing content consistently (46 per cent) and measuring effectiveness (44 per cent).

Just shy of half of all respondents publish new content daily or multiple times per week, a figure that rose to 72 per cent across the most effective marketers surveyed.

The report also asked marketers to choose from a list of options on content marketing initiatives they’re working on now. Sixty-seven per cent are working on a better understanding of audience, as well as creating more engaging and higher-quality content, and 65 per cent are organising content on websites.

On the to-do list for the next year are measuring content marketing ROI, content curation strategy, and understanding/using content marketing technology.

The report was based on a global survey undertaken by CMI and ADMA which attracted 5167 recipients globally. The Australian breakdown was based on 251 responses.

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

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

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

More Videos

It's an interesting direction, and fair play that they've backed what their service differentiator in the market is. It's a bit clunky bi...

Jeff

Versa launches bot-activated website

Read more

Algorithms that can make sense of unstructured data is the future. It's great to see experts in the field getting together to discuss AI.

Sumit Takim

In pictures: Harnessing AI for customer engagement - CMO roundtable Melbourne

Read more

Real digital transformation requires reshaping the way the business create value for customers. Achieving this requires that organization...

ravi H

10 lessons Telstra has learnt through its T22 transformation

Read more

thanks

Lillian Juliet

How Winedirect has lifted customer recency, frequency and value with a digital overhaul

Read more

Having an effective Point of Sale system implemented in your retail store can streamline the transactions and data management activities....

Sheetal Kamble

​Jurlique’s move to mobile POS set to enhance customer experience

Read more

Blog Posts

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

You’re doing it wrong: Emotion doesn’t mean emotional

If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.

Zac Martin

Senior planner, Ogilvy Melbourne

Why does brand execution often kill creativity?

The launch of a new brand, or indeed a rebrand, is a transformation to be greeted with fanfare. So why is it that once the brand has launched, the brand execution phase can also be the moment at which you kill its creativity?

Rich Curtis

CEO, FutureBrand A/NZ

Sign in