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
As the ‘Asian century’ becomes ever more prevalent and the Fourth Industrial Revolution gathers speed, marketers are having to surf a tidal wave of creative destruction. The choice is stark: Embrace change, or resign yourself to a Darwinian fate.
Many marketers, agencies - and everyone in between - get caught up on bubble references and data points. They’ll use Facebook best practice as the only best practice for Facebook executions and only consider metrics and responses of the one channel they’re expected to deliver on.
A few weeks ago, our Prime Minister, Scott Morrison took it upon himself to tell companies and their CEOs where to go when it came to societal issues. It wasn’t an organisation’s place to get involved. Instead, he said it should be left to governments to solve societies challenges.
In this bonus last episode of this new podcast series, BrandHook MD, Pip Stocks, talks with former ANZ group general manager of marketing, Louise Eyres, talks about the importance of thinking like a customer and using intuition to solve customer painpoints.
Congratulations! So good to see a business turnaround with a good omni channel email lead strategy.Antanthonyidle.com
Anthony Idle
How Total Tools overhauled its omnichannel marketing
Well, you can always improve your service. Your customers will appreciate your efforts.
Mike Thompson
Report: Australian customer experience good but not great
Thanks for sharing! Terracotta Jewellery Online Shopping Ethnic Jewellery Online Shopping
Cotton Sarees Online
How data is driving the customers of a lifetime for BaubleBar
Informative blog. Xero is a well-known revolutionized accounting software, specifically developed to provide best User Experience and mak...
NavkarConsultancyServices
Xero evolves to fit a changing marketplace
>Writes article about how to show diversity in an authentic way>All featured opinions are from white women
Jennifer Metcalfe
Food for Thought: How can brands show diversity in an authentic way?