Survey reveals more investment in content marketing

Aussie and Kiwi businesses are planning to invest more time and resources to content marketing in the next financial year, report says

Video investment is on the rise and social media is in focus as A/NZ marketers ramp up their content strategies in the next financial year.

The latest Australia and New Zealand Content Marketing Survey released by Castleford revealed 97 per cent of respondents plan to maintain or increase the time and resources they commit to content marketing in the next financial year. Crucially, 64 per cent said they would be spending more, up from 47 per cent last year.

While paid promotion of content was the most popular emerging trend for 2015/16, social media topped the survey as the most popular marketing tactic, with 81 per cent of respondents using it. This was followed by press releases (64 per cent), video (61 per cent), blogging (59 per cent) and AdWords (59 per cent).

Guest blogging continued to decline with just 6 per cent using it compared to 11 per cent last year. Almost half of respondents said they were using five or more different online marketing channels as part of their overall strategy.

“A big change from last year was the number of respondents investing in video as part of their marketing activity,” Castleford’s commercial director, Kate Davidson, said. “Almost two-thirds are using video up from less than half a year ago. We’re certainly seeing more demand for video and it was one of the popular predictions for growth in our 2014 survey.”

The most significant hurdles to doing more content marketing remain time (45 per cent) and budget (29 per cent), which was broadly in line with last year's survey. This was followed by production expertise, understanding and success of other channels.

In contrast, only 3 per cent said lack of c-level buy in was the biggest barrier to content marketing, while overall c-level support for content marketing remained solid, with 76 per cent of respondents taking either a "quite positive" or "very positive" view on it.

"In my experience, content marketing is claiming an increasingly large share of overall marketing budgets, which is going to mean more pressure to show how it's benefiting the bottom line," Castleford director, Rob Cleave, said.

Read more: 7 CMOs share their content marketing dos and don’ts
6 ways marketers are using technology in content marketing

The report also showed a significant drop in the number of businesses failing to properly measure their return on content marketing investment.

"I was particularly pleased to see a big drop in the proportion of respondents who said they didn't measure their return from content marketing. That's a clear signal that content marketing has moved off the periphery and into the mainstream," Cleave concluded.

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

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