Content Marketing in Australia: 2014 Benchmarks, Budgets & Trends

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OVERVIEW: THE STATE OF CONTENT MARKETING IN AUSTRALIA ...

OVERVIEW: THE STATE OF CONTENT MARKETING IN AUSTRALIA

Greetings Marketers,

Content Marketing Institute (CMI) and The Association for data-driven marketing & advertising (ADMA) are pleased to announce the results of our second annual study on content marketing practices in Australia.

This report provides insight into how Australian for-profit marketers—both business-to-business (B2B) and business-to-consumer (B2C)—are using content marketing. It also includes comparisons of Australian marketers with their North American and UK peers,
so marketers can see where they are similar and different.

Key insights include:

Australian marketers (52%) are more likely than North American (43%) and UK (42%) marketers to have a documented content strategy

69% are planning to increase their content marketing budget over the next 12 months, compared with 58% of their North American and 56% of their UK peers
 81% are producing more content than they did one year ago, compared with 72% of their North American and 76% of their UK peers.

While Australian marketers are less challenged with certain areas (e.g., producing enough content and producing engaging content) than their North American and UK peers are, they rate themselves lower in terms of overall effectiveness (33%*). With continued advances in the field, education, and experimentation, we hope to see that confidence rise over the coming year.

On with the content marketing revolution!

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  • 1. Content Marketing IN AUSTRALIA 2014 Benchmarks, Budgets, and Trends SponSored by
  • 2. OVERVIEW: THE STATE OF CONTENT MARKETING IN AUSTRALIA Greetings Marketers, Content Marketing Institute (CMI) and The Association for data-driven marketing & advertising (ADMA) are pleased to announce the results of our second annual study on content marketing practices in Australia. This report provides insight into how Australian for-profit marketers—both business-to-business (B2B) and business-to-consumer (B2C)—are using content marketing. It also includes comparisons of Australian marketers with their North American and UK peers, so marketers can see where they are similar and different. Key insights include:  ustralian marketers (52%) are more likely than North American (43%) and UK (42%) marketers to have a documented A content strategy  9% are planning to increase their content marketing budget over the next 12 months, compared with 58% of their North American 6 and 56% of their UK peers  1% are producing more content than they did one year ago, compared with 72% of their North American and 76% of their UK peers. 8 While Australian marketers are less challenged with certain areas (e.g., producing enough content and producing engaging content) than their North American and UK peers are, they rate themselves lower in terms of overall effectiveness (33%*). With continued advances in the field, education, and experimentation, we hope to see that confidence rise over the coming year. On with the content marketing revolution! Joe Pulizzi Founder Content Marketing Institute Jodie Sangster Chief Executive Officer The Association for data-driven marketing & advertising *Respondents who rated themselves as a 4 or 5 in terms of effectiveness (on a scale of 1 to 5, with 5 being “Very Effective”) 2 SponSored by
  • 3. USAGE 93% of Australian marketers use content marketing. Percentage of Australian Respondents Using Content Marketing 7% do not use content marketing 93% use content marketing Content Marketing in Australia 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA SponSored by 3
  • 4. OVERALL EFFECTIVENESS 33% of Australian marketers say they are effective at content marketing. How Australian Marketers Rate the Effectiveness of Their Organization’s Use of Content Marketing  5% 28% 5 4 3 Very Effective Australian marketers (33%) do not rate themselves as highly in terms of effectiveness as their North American (41%) and UK (48%) peers rate themselves. 51% 13% 2 1 Not At All Effective 0 10 20 30 3% 40 50 60 70 80 90 100 Content Marketing in Australia 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA SponSored by 4
  • 5. AT-A-GLANCE For-Profit (B2B+B2C) Content Marketers At-A-Glance Australia North America United Kingdom Has a documented content strategy 52% 43% 42% Has someone who oversees content marketing strategy 74% 72% 71% Producing more content than one year ago 81% 72% 76% Average number of tactics used 13 13 14 Average number of social media platforms used 5 6 6 Percent of marketing budget spent on content marketing 27% 29% 31% Plans to increase content marketing spend over next 12 months 69% 58% 56% Challenged with producing enough content 44% 53% 46% Challenged with producing engaging content 41% 47% 44% Challenged with producing a variety of content 41% 38% 33% Challenged with lack of budget 38% 41% 38 % Content Marketing in Australia 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA SponSored by 5
  • 6. STRATEGY 52% of Australian marketers have a documented content strategy. Percentage of Australian Marketers Who Have a Documented Content Strategy 4% Unsure 43% No 52%  Australian marketers (52%) are more likely than North American (43%) and UK (42%) marketers to have a documented content strategy. Yes Content Marketing in Australia 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA SponSored by 6
  • 7. STRATEGY 74% of Australian organizations have someone in place to oversee content marketing strategy. Percentage of Australian Organizations With Someone Who Oversees Content Marketing Strategy 3% Unsure 22% No  Australian companies (74%) are more likely than North American (72%) and UK (71%) companies to have someone in place to oversee content marketing strategy. 74% Yes Content Marketing in Australia 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA SponSored by 7
  • 8. CONTENT VOLUME 81% of Australian marketers are producing more content than they did one year ago. Change in Amount of Content Creation Among Australian Marketers (Over Last 12 Months) 4% Less 15% Same Amount 38% Significantly More  Australian marketers increased their content production over the last year more so than North American (72%) and UK (76%) marketers did. 43% More Content Marketing in Australia 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA SponSored by 8
  • 9. TACTIC USAGE Australian marketers use an average of 13 content marketing tactics. 100 Content Marketing Usage in Australia (by Tactic) 80 84% 84% % 82 80% 72%71%  Australian (80%) and UK (86%) marketers use blogs more frequently than North American (75%) marketers do. 70% 64% 60 49% 48% 28% 27% Content Marketing in Australia 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA 9 Games/Gamification 18% 16% Virtual Conferences Podcasts Print Newsletters 20% Books 30% Licensed/Syndicated Content Digital Magazines 30% 30% Annual Reports eBooks 32% 31% Mobile Apps 34% Print Magazines Branded Content Tools Webinars/Webcasts Mobile Content Research Reports Infographics Microsites Online Presentations In-person Events Case Studies Videos Articles on Other Websites Blogs eNewsletters 0 Social Media – Other than Blogs 20 Articles on Your Website 40 White Papers 45% 43% 43% 42% 41% 39%  Australian (64%) and UK (69%) marketers use in-person events less frequently than North American (74%) marketers do. SponSored by
  • 10. TACTIC EFFECTIVENESS Australian marketers say eNewsletters are the most effective tactic they use. Effectiveness Ratings of Tactics Among Australian Marketers Who Use Them Percentage of Respondents that Consider the Following Tactics Effective* 73% eNewsletters In-person Events 66% Research Reports 63% Videos 62% 62% Case Studies 58% Social Media Content 58% Blogs Mobile Content  Australian marketers (73%) rate eNewsletters as more effective than North American (63%) and UK (66%) marketers do.  North American (70%) and UK (74%) marketers rate in-person events as more effective than Australian marketers (66%) do. 56% Articles on Your Website 56% Articles on Other Websites 52% 0 10 20 30 40 50 60 70 80 90 100 *Percentage of respondents who rated these tactics as a 4 or 5 in terms of effectiveness (on a scale of 1 to 5, with 5 being “Very Effective”) Content Marketing in Australia 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA 10 SponSored by
  • 11. SOCIAL MEDIA USAGE Australian marketers cite LinkedIn as the social media platform they use most often to distribute content. Percentage of Australian Marketers Who Use Various Social Media Platforms to Distribute Content LinkedIn Facebook Twitter YouTube Google+ 47% 86% 79% 79% 74% 30% 29% SlideShare 26% Vimeo 20% Flickr 15% 14% StumbleUpon 13% Vine 10% Tumblr 9% Foursquare Instagram Pinterest 0 20 40  Australian marketers use an average of five social media platforms to distribute content.  Australian (86%) and North American (87%) marketers use LinkedIn most often, whereas UK marketers use Twitter (89%) most often. 60 80 100 Content Marketing in Australia 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA SponSored by 11
  • 12. SOCIAL MEDIA EFFECTIVENESS Australian marketers are unsure about the effectiveness of social media. Confidence Gap Effectiveness Ratings of Social Media Platforms Among Australian Marketers Who Use Them Say It’s Effective* 52% 49% 49% 45% 43% Say It’s Less Effective LinkedIn SlideShare YouTube Twitter Facebook 26% 23% 23% 20% Pinterest 48% 51% 51% 55% 57% 74% Vimeo 77% Instagram 77% 80% Google+ 100 90 80 70 60 50 40 30 20 10 10 20 30 40 50 60 70 80 90 100 *Percentage of respondents who rated these tactics as a 4 or 5 in terms of effectiveness (on a scale of 1 to 5, with 5 being “Very Effective”) Content Marketing in Australia 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA 12  Australian, North American, and UK marketers say LinkedIn is the most effective social media platform they use to distribute content.  North American (50%) and UK (61%) marketers rate Twitter as more effective than Australian (45%) marketers do.  Australian marketers rate SlideShare (49%) as more effective than North American (43%) and UK (41%) marketers do. *Percentage of respondents who rated these tactics as a 4 or 5 in terms of effectiveness (on a scale of 1 to 5, with 5 being “Very Effective”) SponSored by
  • 13. ORGANIZATIONAL GOALS Brand awareness is the top goal for content marketing in Australia. Organizational Goals for Content Marketing in Australia 79% Engagement 72% Lead Generation 68% Customer Acquisition 65% Customer Retention/Loyalty 62% Website Traffic 58% Thought Leadership 54% Sales 40% Lead Management/Nurturing 37% Brand Awareness 0 10 20 30  Australian, North American, and UK marketers all cite brand awareness as their top goal for content marketing. 40 50 60 70 80 90 100 Content Marketing in Australia 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA SponSored by 13
  • 14. MEASUREMENT Australian marketers cite Web traffic as their top content marketing metric. Metrics for Content Marketing Success in Australia 58% Social Media Sharing 51% 45% SEO Ranking Sales Lead Quality 44% Sales Lead Quantity 43% Direct Sales 40% Time Spent on Website 40% Website Traffic  Australian, North American, and UK marketers all cite Web traffic as the metric they use most often to measure content marketing success. Qualitative Feedback from Customers 39% Subscriber Growth 38% Benchmark Lift of Company Awareness 33% Inbound Links 32% Increased Customer Loyalty 32% Benchmark Lift of Product/Service Awareness 26% 19% Cost Savings 6% Cross-selling 0 10 20 30 40 50 60 70 80 90 100 Content Marketing in Australia 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA 14 SponSored by
  • 15. BUDGET 69% of Australian marketers plan to increase their content marketing budget over the next 12 months. Content Marketing Spending in Australia (Over Next 12 Months) 3% 7% Unsure Decrease 22% 16%  More Australian marketers plan to increase spend when compared with their North American (58%) and UK (56%) peers. Significantly Increase 53% Increase Remain the Same Content Marketing in Australia 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA SponSored by 15
  • 16. BUDGET On average, Australian marketers allocate 27% of their total budget to content marketing. Percent of Total Marketing Budget Spent on Content Marketing in Australia 5% 4% 6% 100% 75%-99% 50%-74% 25%-49% 10%-24% 5%-9% 1%-4% 4% 0% Unsure 0  Australian marketers allocate slightly less (27%) of their total marketing budget to content marketing when compared with North American (29%) and UK (31%) marketers. 16% 21% 16% 14% 14% 10 20 30 40 Average Spent: 27% Content Marketing in Australia 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA SponSored by 16
  • 17. INSOURCING VS. OUTSOURCING 48% of Australian companies outsource content creation. Insourcing vs. Outsourcing of Content Creation in Australia 49% Outsourced Only 3% In-house Only Both 0 10 20 30  Australian (48%) and UK (46%) marketers outsource content creation slightly more often than North American (44%) marketers do. 48% 40 50 60 70 80 90 100 Content Marketing in Australia 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA SponSored by 17
  • 18. INSOURCING VS. OUTSOURCING Writing and design are the functions that Australian marketers are most likely to outsource. Functions that Australian Marketers Outsource 64% 62% Writing Design Content Distribution/Syndication 30% Editing 28%  Writing and design are the top two content marketing functions outsourced in Australia, North America, and the UK. Measurement/Analytics 21% Content Planning & Strategy 13% Client/Constituent Persona Creation 0 10 20 30 11% 40 50 60 70 80 90 100 Content Marketing in Australia 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA SponSored by 18
  • 19. SEGMENTATION 95% of Australian marketers tailor their content in at least one way. How Australian Organizations Tailor Content 57% 53% Industry Trends Profile of Individual Decision Makers 45% 45% Company Characteristics Stage in the Buying Cycle Personalized Content Preferences Competitors’ Content None 0  These patterns are fairly similar to those in North America and the UK. 28% 13% 4% 10 20 30 40 50 60 Content Marketing in Australia 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA SponSored by 19
  • 20. CHALLENGES Time and content production issues top the list of challenges faced by Australian marketers. Challenges that Australian Content Marketers Face 66% Producing Enough Content 44% Producing a Variety of Content 41% Lack of Time Producing the Kind of Content that Engages Lack of Budget 38% 41% Inability to Measure Content Effectiveness 35% 24% Lack of Integration Across Marketing 23% Lack of Knowledge and Training 22% Lack of Buy-in/Vision 15% Lack of Integration Across HR 11% Finding Trained Content Marketing Professionals 9% Inability to Collect Information from SMEs 0 10 20 30 Australian marketers (44%) are less challenged with producing enough content when compared with their North American (53%) and UK (46%) peers.  Australian marketers (41%) are less challenged with producing engaging content when compared with their North American (47%) and UK (44%) peers.  Australian marketers (41%) are more challenged with producing a variety of content when compared with their North American (38%) and UK (33%) peers. 40 50 60 70 80 90 100 Content Marketing in Australia 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA 20  SponSored by
  • 21. CHALLENGES Lack of time and budget are the biggest content marketing challenges for Australian marketers. Biggest Content Marketing Challenge for Australian Marketers Lack of Time Lack of Budget 16% 28% Producing the Kind of Content that Engages 7% Lack of Knowledge and Training 7% Lack of Buy-In/Vision 5% Producing Enough Content 5% 14% Producing a Variety of Content 0 10 20 30 40  The biggest challenges for Australian, North American, and UK marketers are fairly similar; however, North American marketers (11%) are more likely to cite producing enough content as their biggest challenge. 50 Content Marketing in Australia 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA SponSored by 21
  • 22. Content Marketing in Australia: 2014 Benchmarks, Budgets, and Trends was produced by Content Marketing Institute in partnership with The Association for data-driven marketing & advertising (ADMA) and sponsored by King Content. The fourth annual Content Marketing Survey, from which the results of this report were generated, was mailed electronically to a sample of marketers using lists from Content Marketing Institute, MarketingProfs, Brightcove, Blackbaud, King Content, The Association for data-driven marketing & advertising (ADMA), the Direct Marketing Association UK (DMA), Industry Week, and New Equipment Digest. A total of 4,397 recipients from around the globe—representing a full range of industries, functional areas, and company sizes—responded throughout July and August 2013. Of those 4,397 respondents, 159 identified themselves as for-profit marketers in Australia (116 B2B and 43 B2C); 1,622 identified themselves as for-profit marketers in North America (1,315 B2B and 307 B2C); and 198 identified themselves as for-profit marketers in the UK (155 B2B and 43 B2C). Content Marketing in Australia: 2014 Benchmarks, Budgets, and Trends reports primarily on the findings from the 159 Australian respondents, and, in some areas, provides comparisons against the responses that the North American and UK for-profit marketers provided. Australian Industry Classification Size of Australian Company (by Employees) Australian Job Title/Function Marketing Administration/Support Advertising/ Communications/ Marketing/PR Other 25% 42% Publishing/Media 8% 5% Insurance 22 6% 6% Consulting 8% Internet/Online Services Large (1,000+ Employees) 22% Software Design/ Development/ Distribution Micro (Fewer than 10 Employees) 36% Midsize 6% 6% Consultant 7% 2% Marketing/ Advertising/ Communications/ PR Management 36% General Management 7% (100-999 Employees) 19% Other Sales/Business Management Small (10-99 Employees) 23% Content Creation/ Management 8% Corporate Management/Owner 28% SponSored by
  • 23. About Content Marketing Institute: Content Marketing Institute (CMI) is the leading global content marketing education and training organization. CMI teaches enterprise brands how to attract and retain customers through compelling, multi-channel storytelling. CMI’s Content Marketing World, the largest content marketing-focused event, is held every September, and Content Marketing World Sydney, every March. CMI also produces the quarterly magazine Chief Content Officer, and provides strategic consulting and content marketing research for some of the best-known brands in the world. CMI is a 2012 and 2013 Inc. 500 company. View all original CMI research at www.contentmarketinginstitute.com/research. For more insights on content marketing, register for Content Marketing World Sydney being held 31 March – 02 April, 2014. 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 more than 500 member 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 engaging ADMA is the ultimate authority and go-to resource for creative and effective data-driven marketing across all channels and platforms, providing knowledge, advocacy, insight, and innovation to advance responsive and enlightened marketing. About King Content: Launched in 2010, King Content is Australia’s most awarded digital content marketing agency. King Content plans, creates, and distributes high-quality content for owned assets and social media platforms, working with brands including American Express, NRMA, CBA, Optus, and AMP Capital on their content marketing strategies. King Content has offices in Sydney, Melbourne, and Singapore. SponSored by 23