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!

Error: Please check your email address.
Show Comments

Blog Posts

How challenger brands can win at biddable media

Challenger brands, especially in highly competitive markets, generally can’t match established players for media spend.

Chris Pittham

Managing director, Jaywing

The competitive advantage Australian retailers have over Amazon

With all of the hype around Amazon, many online retailers have been trying to understand how they can compete with the American retail giant.

Joel Milligan

Performance manager, Columbus Agency

How to become the customer experience custodian

The number one objective enterprises give for embarking on a digital transformation is to improve customer experiences with new engagement models, according to IDC’s 2017 global study.

Insightful article from an AdTech perspective

Mehdi Partika

Predictions 2018: 5 ways the CMO role will change

Read more

Sounds like a bunch of convoluted business bullshit with no real substance or value. Business people deluding themselves into thinking th...

Bupa Customer

Best CX Companies List profiles: Bupa's Voice of the Customer project

Read more

This partnership seems to bring a lot of benefits.

Uk Driver

Deloitte announces new agency partnership to expand digital reality capabilities

Read more

It's all about the experience and it seems that understanding is finally full tilt!

Danny Mack

Building a robust digital customer experience

Read more

I am going to visit Australia))) nice place ... one of the most attractive

Carly Julia

Tourism Australia aims for youth travel market with dedicated news channel

Read more

Latest Podcast

More podcasts

Sign in