ADMA launches content marketing advisory group

Association hopes to launch a framework for measuring the ROI on content marketing in the next 9-12 months

The Association for Data-driven Marketing and Advertising (ADMA) has taken the wrappers off a new content advisory group aimed at helping brands improve their content marketing smarts.

The ADMA Content Collaboration will focus on providing tools and resources around content marketing practices, including developing an all-important measurement framework to showcase the ROI of content marketing initiatives.

The group’s founding members include a collection of well-known Australian brands including Australian Pacific Touring, REA Group, Bupa, Lend Lease, TAFE NSW, Nestle and Toyota Motor Corporation. Custom content houses such as Edge and Mahlab are also on the list.

The case study library is expected by the end of this year, while the measurement framework should be developed in the next nine to 12 months.

ADMA pointed to the latest Content Marketing Institute study, Content Marketing in Australia 2016, which found producing relevant content to be the number one challenge Australian organisations are facing (69 per cent). Other major issues include measuring the ROI of content marketing activities (54 per cent). In addition, the report found lea than one-third believe their content marketing efforts are currently effective.

“Content marketing plays an increasingly integral role in most organisation’s marketing plans but companies are struggling to fully understand its measure of success and impact on brand performance,” said ADMA CEO, Jodie Sangster.

“The ADMA Content Collaborative will help companies find a means of attributing the impact of their content as a part of the marketing mix while providing a valuable best resource to drive the quality and effectiveness of content marketing in Australia.”

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

5 things marketers need to do to get better in buy in when presenting

Presentations are a marketer’s best friend. They can be a concise, targeted and effective form of communication with the potential to make a real impact on your audience.

Emma Bannister

Founder and CEO, Presentation Studio

How to overcome negative habitual thinking

One of the greatest challenges facing senior leaders today is what’s going on in their own head.

Lisa Stephenson

Author, success coach, consultant

The purpose of purpose

Everyone knows the 4 P’s of marketing: Price, product, promotion and place. There is now a fifth ‘P’ in the marketing mix.

Thanks Nadia for sharing this blog. It has really useful and amazing information about Salesforce Commerce Cloud and digital engagement w...

Holly Smith

Adidas taps data and technology smarts to build personalised digital engagement with consumers

Read more

clearly someone who's jealous and only comments from the safety of being behind their keyboard

Peter Sibson

The purpose of purpose - Brand science - CMO Australia

Read more

haters gonna hate

David Bentley

The purpose of purpose - Brand science - CMO Australia

Read more

Social Media is platform where people get connected to each other from the world and share their views and thoughts on any product. Socia...

Tejas Potfode

6 Ways to ramp up Social Media to Your Web Design

Read more

We can't overlook mobile. Each passing day people are on their phones more and more

This Is My South Bay

What the 5G revolution will do to mobile marketing

Read more

Latest Podcast

More podcasts

Sign in