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Content Marketing in Australia: 2013 Benchmarks, Budgets, and Trends.

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The Content Marketing Institute (CMI) and The Association for data-driven marketing & advertising (ADMA) are pleased to present this …

The Content Marketing Institute (CMI) and The Association for data-driven marketing & advertising (ADMA) are pleased to present this
premier study of content marketing in Australia. This landmark study provides new insight into how B2B and B2C marketers are using
content marketing to engage with customers and prospects, and gives Australian marketers the ability to benchmark their content
marketing efforts against their North American and UK counterparts.

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  • 1. Content Marketing in Australia:2013 Benchmarks, Budgets, and Trends
  • 2. OVERVIEW: THE STATE OF CONTENT MARKETING IN AUSTRALIAHello Marketers!Welcome to Content Marketing in Australia: 2013 Benchmarks, Budgets, and Trends.The Content Marketing Institute (CMI) and The Association for data-driven marketing & advertising (ADMA) are pleased to present thispremier study of content marketing in Australia. This landmark study provides new insight into how B2B and B2C marketers are usingcontent marketing to engage with customers and prospects, and gives Australian marketers the ability to benchmark their contentmarketing efforts against their North American and UK counterparts.Here are some of the key research results: 96% of Australian marketers use content marketing, with businesses using 12 individual tactics on average. Both B2B and B2C Australian marketers use an average of four social media platforms. Currently, Australian businesses outsource content more often than their North American and UK peers. On average, Australian marketers allocate 25% of their marketing budgets to content marketing, and 61% of them plan to increase their content marketing spend over the next 12 months.According to our research, the major challenge facing Australian content marketers is ensuring the effectiveness of their contentmarketing: Only 29% believe their content marketing is “very effective” or “effective.” However, Australian businesses are continuing toinvest in content marketing, with many planning to increase their spend in the coming year. It seems that content marketingDown Under has nowhere to go but up.On with the content marketing revolution! Joe Pulizzi Jodie Sangster Founder & Executive Director Chief Executive Officer Content Marketing Institute The Association for data-driven marketing & advertising (ADMA) 2
  • 3. 96% of Australian marketers use content marketing. Percentage of Australian Respondents Using Content Marketing 4%do not use content  98% of Australian B2B marketers are marketing using content marketing, versus 89% of their B2C peers. 96% use content  Australian B2B marketers use content marketing (98%) more often than their North American (91%) marketing and UK B2B (95%) peers do. Content Marketing in Australia: 2013 Trends – Content Marketing Institute/The Association for data-driven marketing & advertising (ADMA) 3
  • 4. CONTENT MARKETING BY TACTICAustralian marketers use an average of12 content marketing tactics.Number of Tactics Australian Marketers Use  Australian and North American marketers use an average of 12 20+ Tactics 12% content marketing tactics, whereas 16-19 Tactics 13% UK marketers use an average of 13. 13-15 Tactics 17% 10-12 Tactics 20%  While both B2B and B2C marketers 5-9 Tactics 29% in Australia use an average of 12 1-4 Tactics 8% Average: 12 tactics, B2B marketers are slightly ahead percentage-wise (12.2 tactics 0 10 20 30 40 versus 11.8 tactics). Content Marketing in Australia: 2013 Trends – Content Marketing Institute/The Association for data-driven marketing & advertising (ADMA) 4
  • 5. CONTENT MARKETING BY TACTIC Content Marketing Usage in Australia100 (by Tactic)  As with their peers in North America and the UK: 88% 83% 82%  Australian B2C marketers use more80 mobile apps, mobile content, and 74% 71% 70% print magazines/newsletters than their 69% B2B counterparts do; 63%60  Australian B2B marketers use more case studies, white papers, webinars/ 50% 49% 46% webcasts, and research reports than 43% 43% their B2C counterparts do.40 39% 35% 35% 35%  Australian and UK B2C marketers 33% 23% 30% 30% 29% use mobile apps and mobile content Social Media–Other than Blogs Licensed/Syndicated Content 27% more often than their North American Articles on Other Websites 17% 15% Articles on Your Website Branded Content Tools20 B2C peers do. Webinars/ Webcasts Games/Gamification Virtual Conferences 17% Research Reports Digital Magazines Print Newsletters In-person Events Print Magazines Annual Reports Mobile Content White Papers eNewsletters Case Studies Infographics Mobile Apps Microsites Podcasts eBooks Videos Books Blogs 0 Content Marketing in Australia: 2013 Trends – Content Marketing Institute/The Association for data-driven marketing & advertising (ADMA) 5
  • 6. CONTENT MARKETING BY TACTIC Effectiveness Ratings of Tactics Percentage of Respondents that Consider the Following Tactics Effective Australia North America United Kingdom In-person Events 76% 67% 61% 67% Case Studies 63% 68% 62% eNewsletters 59% 62% 59% Research Reports 56% 66%  Australian and UK marketers Mobile Content 44% 58% 59% consider mobile content, mobile 57% apps, and microsites to be more Microsites 49% 52% effective than their North American White Papers 55% 56% peers do. 58% 54% Blogs 46% 57%  North American and UK marketers 54% consider webinars/webcasts and Videos 60% 60% videos to be more effective than eBooks 53% 54% their Australian peers do. 43% 51% Mobile Apps 42% 60% 47%Webinars/Webcasts 60% 61% 0 10 20 30 40 50 60 70 80 Content Marketing in Australia: 2013 Trends – Content Marketing Institute/The Association for data-driven marketing & advertising (ADMA) 6
  • 7. Percentage of Australian Marketersthat Use Various Social Media Platforms to Distribute Content Facebook 71% Twitter 67% LinkedIn 67% YouTube 57%  B2B and B2C content marketers in Australia and the UK, along with B2C Google+ 38% marketers in North America, use an Pinterest 21% average of four social media platforms 14% SlideShare to distribute content, whereas B2B 10% Instagram marketers in North America use five. 8% Flickr  Australian B2B marketers use LinkedIn 8% Vimeo (76%) the most, whereas their B2C peers 5% StumbleUpon use Facebook (85%) the most. 3% Quora 2% Foursquare 2% Tumblr 5% Other 0 20 40 60 80 100Content Marketing in Australia: 2013 Trends – Content Marketing Institute/ The Association for data-driven marketing & advertising (ADMA) 7
  • 8. Overall, Australian marketers cite brand awareness as theirtop content marketing goal. Organizational Goals for Content Marketing in Australia  Australian B2B marketers cite brand awareness as their top content marketing Brand Awareness 73% goal (75%), whereas their B2C peers cite Engagement 71% customer retention/loyalty (80%). Customer Retention/Loyalty 68% Customer Acquisition 67%  North American and UK firms rank website Lead Generation 56% traffic higher on their list of goals than Thought Leadership 56% Australian marketers do. And while they do Website Traffic 48% not rank website traffic as a top goal, Australian companies use website traffic as their primary Sales 42% tool for measuring content marketing Lead Management/Nurturing 29% effectiveness (see page 9), indicating a conflict 0 10 20 30 40 50 60 70 80 90 100 between goals and measurement tools. Content Marketing in Australia: 2013 Trends – Content Marketing Institute/The Association for data-driven marketing & advertising (ADMA) 8
  • 9. Australian marketers most often use website traffic to measurecontent marketing success. Measurement Criteria for Content Marketing Success in Australia Website Traffic 62% Social Media Sharing 47% Qualitative Feedback from Customers 46%  B2B and B2C content marketers – no matter Time Spent on Website 45% whether they are from Australia, North America, SEO Ranking 43% Direct Sales 38% or the UK – consistently rank website traffic as Increased Customer Loyalty 33% their top measurement criterion. Inbound Links32% Sales Lead Quality 31%  Like their North American peers, Australian Sales Lead Quantity 28% B2C marketers place more emphasis on direct Benchmark Lift of Product/Service Awareness 27% sales, whereas B2B marketers place more Benchmark Lift of Company Awareness 21% emphasis on the quality and quantity of Cross-selling 15% Affiliate Sales 12% sales leads. None 5% Other 4% Cost Savings 3% 0 10 20 30 40 50 60 70 80 90 100 Content Marketing in Australia: 2013 Trends – Content Marketing Institute/ The Association for data-driven marketing & advertising (ADMA) 9
  • 10. Overall, 61% of Australian marketers plan to increasetheir content marketing budget over the next 12 months. Content Marketing Spending in Australia (Over Next 12 Months) Unsure  64% of UK marketers plan to increase Decrease 2% 9% spending, followed by 61% of Australian marketers, and 54% of North American marketers. Increase Remain the 49%  70% of Australian B2C marketers will Same increase spending, compared with 59% 28% of their B2B peers. Significantly Increase 12 % Content Marketing in Australia: 2013 Trends – Content Marketing Institute/The Association for data-driven marketing & advertising (ADMA) 10
  • 11. On average, 25% of marketing budgets in Australia areallocated to content marketing. Total Marketing Budget Spent on Content Marketing in Australia Micro (Fewer than 10 Employees) 34%  Just as in North America and the UK, Australian B2B marketers allocate a higher Small (10-99 Employees) 27% percentage of budget for content marketing Midsize (100-999 Employees) 19% (25%) than their B2C counterparts (20%) do. Large (1000+ Employees) 19%  Overall, North American (31%) and UK (27%) companies allocate more budget to content Overall 25% marketing than Australian companies do. 0 10 20 30 40 50 60 Content Marketing in Australia: 2013 Trends – Content Marketing Institute/The Association for data-driven marketing & advertising (ADMA) 11
  • 12. On average, 57% of Australian companies outsourcecontent creation. Insourcing vs. Outsourcing of Content Creation in Australia  Overall, Australian marketers (57%) outsource content more often than their In-House Only 42% North American (45%) and UK (55%) peers do. Outsourced Only 0%  Australian B2C marketers (74%) Both 57% outsource content more often than their B2B peers (54%) do. 0 10 20 30 40 50 60 70 Content Marketing in Australia: 2013 Trends – Content Marketing Institute/The Association for data-driven marketing & advertising (ADMA) 12
  • 13. Large companies outsource content creationmore often than smaller companies. Percentage of Australian Companies that Outsource Content Creation in Australia (by Size) Micro (Fewer than 10 Employees) 36%  Just as in North America and the UK, Small (10-99 Employees) 48% the larger an Australian company is, the more likely it is to outsource content Midsize (100-999 Employees) 59% creation. Large (1000+ Employees) 80% Average 57% 0 10 20 30 40 50 60 70 80 Content Marketing in Australia: 2013 Trends – Content Marketing Institute/The Association for data-driven marketing & advertising (ADMA) 13
  • 14. Most Australian marketers tailor their content. How Australian Organizations Tailor Content Industry Trends 60%  97% of Australian B2C marketers tailor their content in at least one way – this Company Characteristics 49% is more often than all other content Profile of Individual Decision Makers 47% marketers in Australia, North America, and the UK. Stage in the Buying Cycle 38% Personalized Content Preferences 25%  88% of Australian B2B marketers tailor their content in at least one way – this Competitor’s Content 7% is less often than their UK (96%) and None 7% North American (91%) B2B peers. Other 3% 0 10 20 30 40 50 60 70 80 Content Marketing in Australia: 2013 Trends – Content Marketing Institute/The Association for data-driven marketing & advertising (ADMA) 14
  • 15. Producing the kind of content that engages is thetop challenge cited by Australian content marketers. Challenges that Australian Content Marketers Face  Australian B2C marketers (63%) Producing the Kind of Content that Engages 53% more often cite producing the kind of Producing Enough Content 51% content that engages as a challenge, Lack of Budget 43% whereas their B2B peers more often cite producing enough content (60%). Producing a Variety of Content 41% Inability to Measure Content Effectiveness36%  Producing the kind of content that Lack of Knowledge, Training, and Resources 35% engages and producing enough content are universal challenges for Lack of Integration Across Marketing 32% Australian, North American, and UK Lack of Buy-in/Vision 26% marketers alike. Finding Trained Content Marketing Professionals 14% 0 10 20 30 40 50 60 70 80 90 100 Content Marketing in Australia: 2013 Trends – Content Marketing Institute/ The Association for data-driven marketing & advertising (ADMA) 15
  • 16. Biggest Content MarketingChallenge for Australian Companies Producing the Kind of Content that Engages 21% Lack of Budget 18%  Australian B2B marketers are more Producing Enough Content 18% challenged with producing enough content than their B2C peers are. Lack of Buy-in/Vision 13% Lack of Knowledge, Training, and Resources 7%  Australian marketers are more challenged by a lack of buy-in/vision (13%) than their Lack of Integration Across Marketing 6% North American (8%) and UK (7%) peers are; Producing a Variety of Content 5% otherwise, the challenges among the three are fairly similar. Inability to Measure Content Effectiveness 4% Finding Trained Content Marketing Professionals 1% 0 10 20 30 40 50 60 Content Marketing in Australia: 2013 Trends – Content Marketing Institute/ The Association for data-driven marketing & advertising (ADMA) 16
  • 17. Just 29% of Australian marketers believe they areeffective at content marketing. How Australian Marketers Rate the Effectiveness of Their Organization’s Use of Content Marketing  More B2B marketers (31%) than 5 Very Effective 4% B2C marketers (20%) believe they are “effective” or “very effective” at 4 25% content marketing (defined as an 3 49% answer of 4 or 5 on a scale of 1 to 5). 2 16%  Australian marketers rank themselves lowest in terms of effectiveness when 1 Not At All Effective 4% compared to their UK (39%) and North American (37%) peers. 0 10 20 30 40 50 60 70 80 90 100 Content Marketing in Australia: 2013 Trends – Content Marketing Institute/The Association for data-driven marketing & advertising (ADMA) 17
  • 18. Profile of a best-in-class Australian content marketer. Comparison of Most Effective Australian Content Marketers with Least Effective Australian Content Marketers Most Effective Overall/Average Least Effective Percentage of marketing budget allocated to content marketing 36% 25% 16% Average number of tactics used 15 12 9 Average number of social platforms used 5 4 2 Plan to increase content marketing spend in the next year 47% 61% 67% Tailor content to profile of decision maker 66% 46% 33% Challenged with producing engaging content 37% 53% 77% Challenged with lack of buy-in/vision from higher-ups 12% 26% 37% Content Marketing in Australia: 2013 Trends – Content Marketing Institute/The Association for data-driven marketing & advertising (ADMA) 18
  • 19. Profile of a best-in-class Australian content marketer. Just as in North America and the UK, best-in-class Australian content marketers, when compared with their peers:  Allocate a greater share of their marketing budgets to content marketing  Use more content marketing tactics  Use more social media platforms to distribute content  Tailor content more often to specific personas/decision makers  Are slightly more challenged with producing enough content, but far less challenged with producing engaging content 19
  • 20. Content Marketing in Australia: 2013 Benchmarks, Budgets, and Trends was produced by ContentMarketing Institute (CMI) and The Association for data-driven marketing & advertising (ADMA). Thesurvey was mailed electronically to a sample of marketers from among members, subscribers, andpartner lists of CMI and ADMA. Special thanks to MarketingProfs for their participation in the NorthAmerican comparisons used in this report.A total of 216 participants responded from Australian companies (including 139 B2B companies and 45B2C companies) during the time period of August 2012 through January 2013, representing a range ofindustries, functional areas, and company sizes.Industry Classification, Australia Size of Company, Australia Job Title/Function, Australia (by Employees) Consultant Other 4% 1% Sales/Business Management Advertising/ 5% Marketing Micro (Fewer than Other 23% Large 10 Employees) General Management (1000+ Employees) 23% 7% 43% Banking/Accounting/ 30% Content Creation/Management Financial 8% Marketing/Advertising/ 11% Small Marketing Communications/PR Midsize (10-99 Employees) Administration/Support 9% 49% 7% (100-999 Employees) 27% Corporate 5% 5% 6% Internet/Online 20% Management/Owner Services 16% Publishing/ Software Consulting Media 20
  • 21. The Premier Content Marketing Event in Sydney, produced by CMI and ADMAAbout Content Marketing Institute:The Content Marketing Institute (CMI) is the leading global content marketing education and trainingorganization. CMI teaches enterprise brands how to attract and retain customers through compelling, multi-channel storytelling. CMI’s Content Marketing World event is the largest content marketing-focused event.CMI also produces the quarterly magazine Chief Content Officer, and provides strategic consulting and contentmarketing research for some of the best-known brands in the world. Get more content marketing resources atContentMarketingInstitute.com. CMI is a division of Z Squared Media, a 2012 Inc. 500 company.About ADMA:The Association for data-driven marketing & advertising (ADMA) is the principal industry body for information-based marketing and advertising and is the largest marketing and advertising body in Australia with over 500member organisations.ADMA represents the new era of marketing and advertising – a 360 view from end-to-end.• From marketing to advertising• From effective to creative• From above to below• From measurable to engagingADMA is the ultimate authority and go-to resource for creative and effective data-driven marketing across allchannels and platforms, providing knowledge, advocacy, insight, and innovation to advance responsive andenlightened marketing. 21