Survey reveals marketers are taking content marketing more seriously

Recent figures released by the Content Marketing Institute shows marketers are having more clarity on what an effective or successful content marketing program looks like

More than half of Australian marketers claim their organisations have clarity on what an effective or successful content marketing program looks like, a new survey the Content Marketing Institute found.

According to the 2016 Content Marketing Benchmark, Budgets and Trends for Australia, Australian marketers rated nearly all of the content marketing tactics, social media platforms, and paid methods of promotion as more effective compared to last year. In addition, the percentage with a documented content marketing strategy increased from 37 per cent to 46 per cent year-on-year.

In addition, 64 per cent of Australian marketers say their content marketing meetings are valuable, and 59 per cent of the least effective marketers say these meetings are valuable.

Despite these trends, the report revealed less than a third of Australian marketers believe their organisations are effective at content marketing, with the figure dipping to 28 per cent, down one per cent from

last year's report.

Meanwhile, 69 per cent of Australian marketers are challenged with producing engaging content, the top challenge cited in the report. Just over half of marketers surveyed cited producing content consistently as another challenge, while other issues include measuring the ROI of content marketing programs, measuring content effectiveness, and producing a variety of content.

Over the next year, the top priority for marketers will be creating more engaging content (84 per cent).

“Australian marketers made progress over the last year with documenting their content marketing strategy and appear to be doing several things well,” CMI founder, Joe Pulizzi, said.

“However, their overall effectiveness with content marketing is stagnant compared with last year. One of the keys to success moving forward will be to ensure that the content they create is consistently delivering value.”

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

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

3 ways customer data can increase online sales conversion

Data has been an increasingly critical factor in improving the efficiency and effectiveness of marketing and business operations.

James Bennett

Chief experience officer, Kalido

Our sharing future is both terrifying and exciting

Discussing the future in a realistic fashion is often a disappointing prospect. For all the talk of hoverboards, jetpacks and lightsabers changing the way we do things, the reality tends to end up being something as mundane as a slightly cheaper way to get around the city.

Jason Dooris

CEO and founder, Atomic 212

Queue experiences that are distinctive, memorable and shareable

Customer service that’s quick, easy and convenient has been shown to boost customer satisfaction. So it’s an odd juxtaposition that customer queues have become a sharable customer experience.

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

Wouldn't reconnecting with younger consumers be in direct contravention of the code on alcohol advertising?

Tim Palmer

Vodka Cruiser reconnects with younger consumers via category-first Facebook Live campaign

Read more

Thanks for the article Jennifer, you raise some interesting points. The supermarket and shopping centre examples particularly struck a c...

Jill Brennan

Why marketers should take note of social robots

Read more

Winning the retail game is really tricky at this point in time. Many retailers have declared themselves as bankrupt. But yes harnessing t...

Vanessa.M.Magers

​Bricks and clicks: Balancing digital and physical to win the retail game

Read more

Excellent article, Thank you.

Steve Beards

How Aprimo hopes to help marketers tackle distribution of content, funds and data

Read more

Latest Podcast

More podcasts

Sign in