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

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

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

Hey there! Very interesting article, thank you for your input! I found particularly interesting the part where you mentioned that certain...

Martin Valovič

Companies don’t have policies to disrupt traditional business models: Forrester’s McQuivey

Read more

I too am regularly surprised at how little care a large swathe of consumers take over the sharing and use of their personal data. As a m...

Catherine Stenson

Have customers really changed? - Marketing edge - CMO Australia

Read more

The biggest concern is the lack of awareness among marketers and the most important thing is the transparency and consent.

Joe Hawks

Data privacy 2021: What should be front and centre for the CMO right now

Read more

Thanks for giving these awesome suggestions. It's very in-depth and informative!sell property online

Joe Hawks

The new rules of Millennial marketing in 2021

Read more

In these tough times finding an earning opportunity that can be weaved into your lifestyle is hard. Doordash fits the bill nicely until y...

Fred Lawrence

DoorDash launches in Australia

Read more

Blog Posts

Highlights of 2020 deliver necessity for Circular Economies

The lessons emerging from a year like 2020 are what make the highlights, not necessarily what we gained. One of these is renewed emphasis on sustainability, and by this, I mean complete circular sustainability.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Have customers really changed?

The past 12 months have been a confronting time for marketers, with each week seemingly bringing a new challenge. Some of the more notable impacts have been customer-centric, driven by shifting priorities, new consumption habits and expectation transfer.

Emilie Tan

Marketing strategist, Alpha Digital

Cultivating engaging content in Account-based Marketing (ABM)

ABM has been the buzzword in digital marketing for a while now, but I feel many companies are yet to really harness its power. The most important elements of ABM are to: Identify the right accounts; listen to these tracked accounts; and hyper-personalise your content to these accounts to truly engage them. It’s this third step where most companies struggle.

Joana Inch

Co-founder and head of digital, Hat Media Australia

Sign in