AUSTRALIAN CONTENT MARKETING
benchmarks, BUDGETS AND TRENDS 2014
How are Australian marketers keeping up with the content marketing
revolution? Let’s explore the findings from the Content Marketing
Institute’s latest research into content marketing practices in Australia.
81% of Australian marketers
say they are producing more
content now than they were
allocate 27% of
their total budget to
B2B and B2C
marketers are now
planning to increase
in the next 12
of marketers surveyed now
have a dedicated content
AUSTRALIAN MARKETERS USE AN AVERAGE OF 13 CONTENT MARKETING TACTICS:
Article on website
Social media content
84% 84% 82% 80% 72% 71% 70% 64% 49% 48% 45% 43% 43%
Articles on other websites
But which do
they rate as
In-person events Research reports
It’s clear Australians marketers have embraced content marketing,
but what are their organisational goals?
has in eneration
12% creased b
last ye y
ORGANISATIONAL GOALS FOR CONTENT MARKETING
80% 72% 68% 65% 62% 58% 54% 40% 37%
retention / loyalty
is still the top
Which social media channels are they using to amplify their content?
social media platforms
Social media platforms
used by marketers.
Australian content marketers have
fallen in love with LinkedIn!
producing lots of
content, using a
variety of tactics and
social media platforms,
but are they
Only 33% of Australian
A little effective
Not at all effective
So Australian marketers are increasing budgets, hiring Content Managers and planning on
producing more content, but they don’t feel like they’re effective at content marketing?
TOP SIX CHALLENGES FACED BY AUSTRALIAN MARKETERS
Lack of time
Producing enough content
Producing a variety of content
Many of these
down to planning
and the strategic
Only 52% of Australian marketers
have a documented content strategy.
Producing engaging content
Lack of budget
Inability to measure effectiveness
So what are the other 43% doing?
You wouldn’t build a house without a blueprint;
nor should you create and distribute content without a content strategy.
DO DOCUMENTED CONTENT STRATEGIES INCREASE EFFECTIVENESS? YES!
So why aren’t Australian marketers developing
They’re in a rush to produce more content…
AUSTRALIAN MARKETERS NEED TO STOP CREATING CONTENT FOR CONTENT’S SAKE.
Developing a content strategy enables you to define your content objectives, target
audience, format and style, distribution tactics and KPIs from the outset. You can
therefore effectively implement and most importantly measure your content marketing
program. After all, how can you measure ROI if you don’t understand why you’re
producing content in the first place?
The key takeaway from this year’s research…
This infographic was produced by King Content, Australia's most awarded content
marketing agency. For more content marketing articles and advice visit our website:
The conversation starts here.
Disclaimer: The statistics used in this infographic were originally published in the ‘Content Marketing in Australia: 2014 Budgets, Benchmarks and
Trends’ research report conducted by the Content Marketing Institute and ADMA.
This report can be found at http://contentmarketinginstitute.com/2013/11/australia-2014-content-marketing-research/