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 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

Blog Posts

Using artificial intelligence to surprise your customers

​We have expected artificial intelligence (AI) will become part of our everyday lives for quite some time.

Katja Forbes

Founder and chief, sfyte

Is customer segmentation dead?

Ginni Rometty, the CEO of IBM, announced the death of customer segmentation five years ago saying, "The shift is to go from the segment to the individual. She might have been a bit premature for most marketers, but if customer segmentation isn't dead yet, it's definitely on life support.

Richard Taylor

Senior digital strategist, Spinach

How people buy brands

Andrew Ehrenberg was a giant in the field of marketing science. He believed scientific methods could reveal law-like patterns of how people buy. In this post, I summarise one of Ehrenberg’s most important discoveries and its implications on how people buy brands.

Kyle Ross

Strategist, TRP

What a great article. Thanks for sharing. Today Digital Marketing is the basic need for a business to survive. As online presence is very...

Ecomsolver Private Limited

Want to master digital transformation? Stop thinking about your own problems

Read more

Feeling grateful that customer led digital transformation could improve business and generate more business growth. Many companies are no...

Lilly Lawrence

How a customer-led digital transformation has helped this CMO generate $6m in incremental business

Read more

If a business games me happy than there is a higher chance I will go to them.

Martinez

The Iconic: becoming customer-focussed transformed our business

Read more

That’s a great example of surprising AR ad that went viral because it was first of its kind. Probably a similar effect to some scale can ...

Natasha Kvitka

Using artificial intelligence to surprise your customers

Read more

Hey there! it is a really meaningful post. I too have written a few similar articles about SEM, SEO, Social Media, Digital Marketing Tren...

Rohit

Digital advertising continues to dominate marketing budgets

Read more

Latest Podcast

More podcasts

Sign in