Welcome to the sixth annual Content Marketing in Australia: Benchmarks, Budgets, and Trends report. One of the most striking findings was the increased percentage of Australian content marketers who have become more focused on building an audience (85%) compared with last year’s survey results (69%). This finding was not unique to Australia; the Content Marketing Institute team observed it among all groups of content marketers studied. Building a subscriber base is a key content marketing goal. However, what you do with that list is equally as important. The quality of content you create (does it speak to your audience’s wants and needs?) … how efficiently you produce it … whether it’s credible … how/when/where you distribute it – these are just a handful of factors that impact overall content marketing success. And let us not forget the
importance of a documented strategy and a strong commitment to the approach (see page 4 for a glimpse at commitment’s influence). We wish you success with using content marketing to provide meaningful, long-term value for your audience – and business results for your organisation. If you need educational resources, please let us know.
There is a huge opportunity for marketers to get more from the content they’re developing. That’s the conclusion the Content Marketing Institute (CMI) research team came to after
conducting its first-ever content management and strategy survey.
Our team surveyed 411 marketers from the CMI audience to learn how they manage content within their organizations. Read on to see the results.
Welcome to Technology Content Marketing 2020: Benchmarks, Budgets, and Trends. This report is based on the findings from our 10th annual content marketing survey. Technology marketers continue to make progress with content marketing. Approximately one-third rate their organization’s overall content marketing as extremely or very successful, and 76% report they are much more or somewhat more successful compared with one year ago. What makes them successful? When we look at the top performers, we see they treat content marketing as a strategic business function, craft content thoughtfully, experiment with distribution, and measure their results. They use content marketing not only to create brand awareness and generate leads, but also to build loyalty and subscribed audiences.
Greetings Marketers,
Welcome to B2C Content Marketing Benchmarks, Budgets, and Trends—North America. This is the companion report to the B2B research we released in September 2017. The data presented in both reports was generated from our eighth annual content marketing survey. One of our key observations this year is that while B2C marketers reported slightly higher levels of overall content marketing success compared with last year, there was a decrease among those who agreed their organization has realistic expectations about what content marketing can achieve. A documented content marketing strategy can help, as it sets expectations for what teams should prioritize; yet, only 38% of B2C marketers reported having one.
Our annual research has consistently shown that those who document their content marketing strategy get better results than those who don’t. Another important key to success is an efficient workflow process (page 4 shows how top-performing B2C marketers rate their project management flow and other distinguishing characteristics that set them apart from their peers). We hope these research findings will be helpful as you consider which content marketing priorities to focus on in the year ahead.
Interactive content enables you to deliver engaging, educational,differentiated content experiences. Discover what other marketersare learning and start your climb.
Welcome to our ninth annual B2B Content Marketing Benchmarks, Budgets, and Trends—North America report. We surveyed content marketers worldwide about a range of content marketing topics including strategy, audience development, technology proficiency, and content types. This report presents the data from the B2B content marketers in North America.
Although issues such as changes in SEO and social media algorithms are top-of-mind for B2B content marketers, they are accustomed to rapid changes in technology that often enable them to do their jobs faster, with better results. When the process-related components of the content marketer’s job are efficient, time is freed up to better serve the audience, discovering and developing the types of content they truly want and need.
We hope you find this research helpful as you plan for 2019!
Greetings Technology Marketers,
Welcome to our annual Technology Content Marketing: Benchmarks, Budgets, and Trends—North America report.
I’m pleased to announce the percentage of technology marketers that reported high levels of overall content marketing
success increased from 24% last year to 31% this year—another 50% reported moderate success. Like last year, nearly 70%
said their organization is much/somewhat more successful with content marketing compared with one year ago.
For a glimpse into how the top-performing content marketers operate, see the chart on page 4. You’ll note that these
marketers report high levels of commitment; document their content marketing strategy; are focused on building audiences;
and are given ample time to produce content marketing results, among other distinguishing factors.
Technology is rapidly changing the processes around content marketing. We look forward to watching how things progress
and reporting back to you again next year.
B2B Content Marketing 2018 - Benchmarks, Budgets & Trends - North America MarketingProfs
Our annual content marketing research with new insights useful for 2018 budget planning and benchmarketing. This new report focuses on business-to-business (B2B) marketers and their content marketing benchmarks, budgets, and trends.
There is a huge opportunity for marketers to get more from the content they’re developing. That’s the conclusion the Content Marketing Institute (CMI) research team came to after
conducting its first-ever content management and strategy survey.
Our team surveyed 411 marketers from the CMI audience to learn how they manage content within their organizations. Read on to see the results.
Welcome to Technology Content Marketing 2020: Benchmarks, Budgets, and Trends. This report is based on the findings from our 10th annual content marketing survey. Technology marketers continue to make progress with content marketing. Approximately one-third rate their organization’s overall content marketing as extremely or very successful, and 76% report they are much more or somewhat more successful compared with one year ago. What makes them successful? When we look at the top performers, we see they treat content marketing as a strategic business function, craft content thoughtfully, experiment with distribution, and measure their results. They use content marketing not only to create brand awareness and generate leads, but also to build loyalty and subscribed audiences.
Greetings Marketers,
Welcome to B2C Content Marketing Benchmarks, Budgets, and Trends—North America. This is the companion report to the B2B research we released in September 2017. The data presented in both reports was generated from our eighth annual content marketing survey. One of our key observations this year is that while B2C marketers reported slightly higher levels of overall content marketing success compared with last year, there was a decrease among those who agreed their organization has realistic expectations about what content marketing can achieve. A documented content marketing strategy can help, as it sets expectations for what teams should prioritize; yet, only 38% of B2C marketers reported having one.
Our annual research has consistently shown that those who document their content marketing strategy get better results than those who don’t. Another important key to success is an efficient workflow process (page 4 shows how top-performing B2C marketers rate their project management flow and other distinguishing characteristics that set them apart from their peers). We hope these research findings will be helpful as you consider which content marketing priorities to focus on in the year ahead.
Interactive content enables you to deliver engaging, educational,differentiated content experiences. Discover what other marketersare learning and start your climb.
Welcome to our ninth annual B2B Content Marketing Benchmarks, Budgets, and Trends—North America report. We surveyed content marketers worldwide about a range of content marketing topics including strategy, audience development, technology proficiency, and content types. This report presents the data from the B2B content marketers in North America.
Although issues such as changes in SEO and social media algorithms are top-of-mind for B2B content marketers, they are accustomed to rapid changes in technology that often enable them to do their jobs faster, with better results. When the process-related components of the content marketer’s job are efficient, time is freed up to better serve the audience, discovering and developing the types of content they truly want and need.
We hope you find this research helpful as you plan for 2019!
Greetings Technology Marketers,
Welcome to our annual Technology Content Marketing: Benchmarks, Budgets, and Trends—North America report.
I’m pleased to announce the percentage of technology marketers that reported high levels of overall content marketing
success increased from 24% last year to 31% this year—another 50% reported moderate success. Like last year, nearly 70%
said their organization is much/somewhat more successful with content marketing compared with one year ago.
For a glimpse into how the top-performing content marketers operate, see the chart on page 4. You’ll note that these
marketers report high levels of commitment; document their content marketing strategy; are focused on building audiences;
and are given ample time to produce content marketing results, among other distinguishing factors.
Technology is rapidly changing the processes around content marketing. We look forward to watching how things progress
and reporting back to you again next year.
B2B Content Marketing 2018 - Benchmarks, Budgets & Trends - North America MarketingProfs
Our annual content marketing research with new insights useful for 2018 budget planning and benchmarketing. This new report focuses on business-to-business (B2B) marketers and their content marketing benchmarks, budgets, and trends.
For three years we’ve looked at B2B content marketing trends, and this year, we are excited to bring you these compelling B2C findings.
According to our research, both B2B and B2C marketers are still struggling with the effectiveness of their content marketing. So while we are happy that more marketers are engaging in content marketing to attract and retain customers, we also realize we have a ways to go.
Research shows that marketers from large companies (1,000 employees) use more content marketing tactics and outsource content creation more frequently than their peers do. Learn more about how enterprise marketers approach content marketing.
Welcome to the Manufacturing Content Marketing Benchmarks, Budgets, and Trends with Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
This year’s research suggested that the pandemic awoke a sleeping giant – content marketing, that is. Without in-person events and face-to-face selling, many who had previously paid little attention to content marketing suddenly became aware of its power. More content marketers got a seat at the table and helped keep many businesses on their audiences’ radar. Some discovered new audiences altogether.
Videos and virtual events/webinars were big over the last 12 months with the manufacturing marketers we surveyed. In addition, 85% expect continued investment in video in 2022, making it the top area of predicted investment.
Yet manufacturing marketers continue to face content marketing challenges within their organizations: 51% said they are challenged with creating valuable content instead of sales-oriented content as well as with overcoming the traditional marketing and sales mindset. Fifty percent said they are challenged with accessing subject matter experts to create content. If manufacturing marketers can overcome these challenges, they’ll improve their odds of achieving greater content marketing success in the coming year.
Welcome to our annual Enterprise Content Marketing Benchmarks, Budgets, and Trends report. Here we present the findings from enterprise marketers (those who work in organizations with 1,000+ employees) who replied to our 11th Annual Content Marketing Survey.
At the time of the survey, content marketers had just made it through the first half of 2020. Most reported that their organization made quick changes when the pandemic hit, most notably by changing their targeting/messaging strategy, adjusting their editorial calendar, and changing their content distribution/promotion strategy. The majority (57%) expected to spend about the same on content marketing during the second half of 2020 as they spent in the first half (17% expected a decrease).
Team size hadn’t changed drastically compared with the previous year (48% said it stayed the same); yet, another 35% reported an increase.
Overall, one-third of the enterprise respondents reported high levels of content marketing success. These top performers said the top two factors contributing to that success in the last 12 months were “the value our content provides” (79%) and “website changes” (62%).
Looking forward, 74% of respondents felt the pandemic would have a major or moderate long- term impact on their organization’s overall content marketing success. It will be interesting to see how enterprise marketers rise to the challenges in 2021.
When Content Marketing Institute (CMI) first reported on manufacturing in 2014, we noted that manufacturers were later to adopt content marketing than other industries we studied. They’ve certainly come a long way since then.
As you’ll see in this report—based on the results of our 10th annual content marketing survey—manufacturing marketers have become more strategic with their content marketing and are feeling less challenged with communicating complex content. Many are reporting success with their overall approach to content marketing. The ability to craft content for different audiences across various stages of the buyer’s journey—and distribute that content with precision—will be important to continued success in 2020.
Business-to-Business manufacturing marketers have made great progress over the last year with content marketing. That’s one of the key findings in the Manufacturing Content Marketing: 2017 Benchmarks, Budgets, and Trends—North America report released by Content Marketing Institute, a UBM company, along with MarketingProfs. The report is sponsored by IEEE Engineering360 Media Solutions.
2015 B2B Content Marketing Benchmarks, Budgets, and Trends for North AmericaMarketingProfs
This is the fifth year that MarketingProfs and Content Marketing Institute have put together this report on how marketers use content in their marketing mix. With changes in the industry, the report may look a little different than you remember. Dive in, and enjoy!
When it's time for that conversation to get buy-in on your content marketing ideas and initiatives, how do you proceed? Do you have all of the resources you need? The research and support to justify your programs? We're here to help. Download our "Mastering the Buy-In Conversation on Content Marketing: The Essential Starter Kit" now to help you. We've done the legwork so you can focus on your content marketing. Good luck, and let us know how else we can help.
Many organizations struggle with content—the surprising volume needed, the lack of a central strategy, the huge investment in time and resources, inconsistent quality or voice, cross-silo logistics, new channel paralysis, or the seeming lack of attributable ROI. When harnessed correctly, however, and successfully connecting content to business and brand goals, content can be a valuable working asset build relevancy and grow your business.
This was my keynote presentation at this year's ContentTech virtual event. It talks through the layered approach to technology strategy to help de-silo content, marketing and the digital technology teams. It ends with a selection process.
Welcome to our fifth annual report on the content marketing practices of manufacturers. Content Marketing Institute (CMI) has been conducting annual content marketing research since 2010, but because our data indicated that manufacturers were slower than other industries to adopt content marketing, we didn’t begin producing a manufacturing report until 2014.
It’s been exciting to watch more and more manufacturers launch content marketing initiatives with each passing year. And for those that are just starting out – or are at a standstill – there are lessons to learn from companies that are further along in their content marketing maturity.
B2C Content Marketing: 2013 Benchmarks, Budgets, and Trends—North AmericaMarketingProfs
MarketingProfs produced B2C Content Marketing: 2013 Benchmarks, Budgets, and Trends (North America) in partnership with the Content Marketing Institute. Our goal was to give you a clear view of the State of B2C Content Marketing. Among the questions this report answers: What's really happening? What are your biggest content marketing challenges? What slice of the budget will be dedicated to content next year, and what social channels are most relevant?
2016 B2B Content Marketing Benchmarks, Budgets and Trends ReportMarketingProfs
For six years, MarketingProfs and Content Marketing Institute have put together this report on how marketers use content and how they develop content strategies (if at all). Dive in to learn more about the state of content marketing in B2B organizations!
2017 B2C Content Marketing Benchmarks, Budgets, and TrendsMarketingProfs
Our fifth annual B2C content marketing report is here. Sponsored by Hightail, this report shows where B2C marketers will spend their budget, how much budget businesses are allocating to content marketing efforts, and what kind of strategies we will see in 2017.
While there’s a lot you could be doing, sometimes it’s hard to know which tracks to start, stop, or pause. To help you find the right mix to meet your marketing goals, we consolidated responses from the 2015 Content Marketing Benchmarks, Budgets, and Trends research report section — “Which content marketing initiatives are you working on now, and in the next 12 months?” We broke out the results as follows:
• By priority
• By business type (B2B, B2C and nonprofit)
• By geography (North America, Australia, United Kingdom)
Part I covers two “playlists”:
Internal Processes and Content Marketing Strategy Tactics. From channels to platforms to audience segmentation, learn how you can best establish your content marketing strategy and structure your team internally for more efficient processes.
Part II: Playlist 3 (coming soon) is where you can mix things up a bit with different Execution Tactics. See how to create and deliver the best content to meet your business objectives. While some geographies and business types have similar priorities, others are finding their own unique beats — and the differences may surprise you. We hope you find the following findings insightful and inspirational as you make your plans for the year ahead.
Enjoy!
Joe Pulizzi
Welcome to B2C Content Marketing 2019—Benchmarks, Budgets, and Trends. This report presents the results from the B2C marketers who took our ninth annual content marketing survey.
Our research has consistently shown that creating brand awareness is a top goal for B2C content marketing. However, many of this year’s survey respondents also reported strong concern for using content to solidify existing relationships (see page 13).
Content that can be effective at building loyalty takes many shapes and forms today, for example:
- Videos and social media stories that entertain
- In-person events that create a sense of community and belonging
- Podcasts that inspire
- Live or virtual experiences that evoke emotion
- Articles, guides, newsletters, etc., that provide information
Obviously, the list goes on. The point is, that while driving people to content is critical, giving them reasons to keep coming back will grow long-term success!
Back to the Future: Four Marketing Tactics Essential to Your Success in 2013MarketingProfs
Want to boost your marketing efforts in 2013? To help you, MarketingProfs put together four info-packed articles highlighting essential marketing tactics.
How to Build Your B2B Marketing Empire From the Ground UpMarketingProfs
As we celebrate and reflect on our 10th anniversary at the MarketingProfs B2B Marketing Forum, let's look to the future with hope and excitement. Let's learn from what has worked, and abandon what hasn't. Let's challenge one another to achieve epic results. Let's build to last.
Greetings Marketers,
Welcome to B2B Content Marketing 2018: Benchmarks, Budgets, and Trends—North America. Our latest research indicates B2B marketers are finding content marketing success as they explore ways to work more creatively and build their audiences.
Content marketing is no longer the shiny new object. Those who have caught on are no longer asking “should we do this,” but rather “how do we really dig in and get results?” One of the most convincing pieces of evidence of this maturation? We saw an 18% year-over-year increase in respondents who say they are focused on using content marketing to build their audience (one or more subscriber bases). And that’s what differentiates content marketing from other forms of marketing – its intent is to offer valuable information so people want to hear from your business ... so they subscribe to your content because they are interested in it.
Read on for all the findings from our annual survey and consider how your organization stacks up against your peers. To take your content marketing to the next level, check out the resources on the last page of this report.
For three years we’ve looked at B2B content marketing trends, and this year, we are excited to bring you these compelling B2C findings.
According to our research, both B2B and B2C marketers are still struggling with the effectiveness of their content marketing. So while we are happy that more marketers are engaging in content marketing to attract and retain customers, we also realize we have a ways to go.
Research shows that marketers from large companies (1,000 employees) use more content marketing tactics and outsource content creation more frequently than their peers do. Learn more about how enterprise marketers approach content marketing.
Welcome to the Manufacturing Content Marketing Benchmarks, Budgets, and Trends with Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
This year’s research suggested that the pandemic awoke a sleeping giant – content marketing, that is. Without in-person events and face-to-face selling, many who had previously paid little attention to content marketing suddenly became aware of its power. More content marketers got a seat at the table and helped keep many businesses on their audiences’ radar. Some discovered new audiences altogether.
Videos and virtual events/webinars were big over the last 12 months with the manufacturing marketers we surveyed. In addition, 85% expect continued investment in video in 2022, making it the top area of predicted investment.
Yet manufacturing marketers continue to face content marketing challenges within their organizations: 51% said they are challenged with creating valuable content instead of sales-oriented content as well as with overcoming the traditional marketing and sales mindset. Fifty percent said they are challenged with accessing subject matter experts to create content. If manufacturing marketers can overcome these challenges, they’ll improve their odds of achieving greater content marketing success in the coming year.
Welcome to our annual Enterprise Content Marketing Benchmarks, Budgets, and Trends report. Here we present the findings from enterprise marketers (those who work in organizations with 1,000+ employees) who replied to our 11th Annual Content Marketing Survey.
At the time of the survey, content marketers had just made it through the first half of 2020. Most reported that their organization made quick changes when the pandemic hit, most notably by changing their targeting/messaging strategy, adjusting their editorial calendar, and changing their content distribution/promotion strategy. The majority (57%) expected to spend about the same on content marketing during the second half of 2020 as they spent in the first half (17% expected a decrease).
Team size hadn’t changed drastically compared with the previous year (48% said it stayed the same); yet, another 35% reported an increase.
Overall, one-third of the enterprise respondents reported high levels of content marketing success. These top performers said the top two factors contributing to that success in the last 12 months were “the value our content provides” (79%) and “website changes” (62%).
Looking forward, 74% of respondents felt the pandemic would have a major or moderate long- term impact on their organization’s overall content marketing success. It will be interesting to see how enterprise marketers rise to the challenges in 2021.
When Content Marketing Institute (CMI) first reported on manufacturing in 2014, we noted that manufacturers were later to adopt content marketing than other industries we studied. They’ve certainly come a long way since then.
As you’ll see in this report—based on the results of our 10th annual content marketing survey—manufacturing marketers have become more strategic with their content marketing and are feeling less challenged with communicating complex content. Many are reporting success with their overall approach to content marketing. The ability to craft content for different audiences across various stages of the buyer’s journey—and distribute that content with precision—will be important to continued success in 2020.
Business-to-Business manufacturing marketers have made great progress over the last year with content marketing. That’s one of the key findings in the Manufacturing Content Marketing: 2017 Benchmarks, Budgets, and Trends—North America report released by Content Marketing Institute, a UBM company, along with MarketingProfs. The report is sponsored by IEEE Engineering360 Media Solutions.
2015 B2B Content Marketing Benchmarks, Budgets, and Trends for North AmericaMarketingProfs
This is the fifth year that MarketingProfs and Content Marketing Institute have put together this report on how marketers use content in their marketing mix. With changes in the industry, the report may look a little different than you remember. Dive in, and enjoy!
When it's time for that conversation to get buy-in on your content marketing ideas and initiatives, how do you proceed? Do you have all of the resources you need? The research and support to justify your programs? We're here to help. Download our "Mastering the Buy-In Conversation on Content Marketing: The Essential Starter Kit" now to help you. We've done the legwork so you can focus on your content marketing. Good luck, and let us know how else we can help.
Many organizations struggle with content—the surprising volume needed, the lack of a central strategy, the huge investment in time and resources, inconsistent quality or voice, cross-silo logistics, new channel paralysis, or the seeming lack of attributable ROI. When harnessed correctly, however, and successfully connecting content to business and brand goals, content can be a valuable working asset build relevancy and grow your business.
This was my keynote presentation at this year's ContentTech virtual event. It talks through the layered approach to technology strategy to help de-silo content, marketing and the digital technology teams. It ends with a selection process.
Welcome to our fifth annual report on the content marketing practices of manufacturers. Content Marketing Institute (CMI) has been conducting annual content marketing research since 2010, but because our data indicated that manufacturers were slower than other industries to adopt content marketing, we didn’t begin producing a manufacturing report until 2014.
It’s been exciting to watch more and more manufacturers launch content marketing initiatives with each passing year. And for those that are just starting out – or are at a standstill – there are lessons to learn from companies that are further along in their content marketing maturity.
B2C Content Marketing: 2013 Benchmarks, Budgets, and Trends—North AmericaMarketingProfs
MarketingProfs produced B2C Content Marketing: 2013 Benchmarks, Budgets, and Trends (North America) in partnership with the Content Marketing Institute. Our goal was to give you a clear view of the State of B2C Content Marketing. Among the questions this report answers: What's really happening? What are your biggest content marketing challenges? What slice of the budget will be dedicated to content next year, and what social channels are most relevant?
2016 B2B Content Marketing Benchmarks, Budgets and Trends ReportMarketingProfs
For six years, MarketingProfs and Content Marketing Institute have put together this report on how marketers use content and how they develop content strategies (if at all). Dive in to learn more about the state of content marketing in B2B organizations!
2017 B2C Content Marketing Benchmarks, Budgets, and TrendsMarketingProfs
Our fifth annual B2C content marketing report is here. Sponsored by Hightail, this report shows where B2C marketers will spend their budget, how much budget businesses are allocating to content marketing efforts, and what kind of strategies we will see in 2017.
While there’s a lot you could be doing, sometimes it’s hard to know which tracks to start, stop, or pause. To help you find the right mix to meet your marketing goals, we consolidated responses from the 2015 Content Marketing Benchmarks, Budgets, and Trends research report section — “Which content marketing initiatives are you working on now, and in the next 12 months?” We broke out the results as follows:
• By priority
• By business type (B2B, B2C and nonprofit)
• By geography (North America, Australia, United Kingdom)
Part I covers two “playlists”:
Internal Processes and Content Marketing Strategy Tactics. From channels to platforms to audience segmentation, learn how you can best establish your content marketing strategy and structure your team internally for more efficient processes.
Part II: Playlist 3 (coming soon) is where you can mix things up a bit with different Execution Tactics. See how to create and deliver the best content to meet your business objectives. While some geographies and business types have similar priorities, others are finding their own unique beats — and the differences may surprise you. We hope you find the following findings insightful and inspirational as you make your plans for the year ahead.
Enjoy!
Joe Pulizzi
Welcome to B2C Content Marketing 2019—Benchmarks, Budgets, and Trends. This report presents the results from the B2C marketers who took our ninth annual content marketing survey.
Our research has consistently shown that creating brand awareness is a top goal for B2C content marketing. However, many of this year’s survey respondents also reported strong concern for using content to solidify existing relationships (see page 13).
Content that can be effective at building loyalty takes many shapes and forms today, for example:
- Videos and social media stories that entertain
- In-person events that create a sense of community and belonging
- Podcasts that inspire
- Live or virtual experiences that evoke emotion
- Articles, guides, newsletters, etc., that provide information
Obviously, the list goes on. The point is, that while driving people to content is critical, giving them reasons to keep coming back will grow long-term success!
Back to the Future: Four Marketing Tactics Essential to Your Success in 2013MarketingProfs
Want to boost your marketing efforts in 2013? To help you, MarketingProfs put together four info-packed articles highlighting essential marketing tactics.
How to Build Your B2B Marketing Empire From the Ground UpMarketingProfs
As we celebrate and reflect on our 10th anniversary at the MarketingProfs B2B Marketing Forum, let's look to the future with hope and excitement. Let's learn from what has worked, and abandon what hasn't. Let's challenge one another to achieve epic results. Let's build to last.
Greetings Marketers,
Welcome to B2B Content Marketing 2018: Benchmarks, Budgets, and Trends—North America. Our latest research indicates B2B marketers are finding content marketing success as they explore ways to work more creatively and build their audiences.
Content marketing is no longer the shiny new object. Those who have caught on are no longer asking “should we do this,” but rather “how do we really dig in and get results?” One of the most convincing pieces of evidence of this maturation? We saw an 18% year-over-year increase in respondents who say they are focused on using content marketing to build their audience (one or more subscriber bases). And that’s what differentiates content marketing from other forms of marketing – its intent is to offer valuable information so people want to hear from your business ... so they subscribe to your content because they are interested in it.
Read on for all the findings from our annual survey and consider how your organization stacks up against your peers. To take your content marketing to the next level, check out the resources on the last page of this report.
How well do you know Facebook? Lots of marketers use the platform to promote their content and drive new business, but how good is your knowledge, really? Is Facebook advertising proving successful for you or your clients business? Facebook have made an incredible amount of changes to their advertising platform since 2004, creating a host of different options to target customers including – Lookalike audiences, Dark Posts and Retargeting ads.
As Facebook continues to evolve the advertising platform presents marketers with a huge amount of opportunity to provide contextual advertising for dream segments of their customers. In this slideshare we set out to chart the evolution of Facebook as an advertising giant and what the future may hold for it.
While every brand brings a unique set of goals, values, assets, and circumstances to the content marketing table, at least one thing is universal: We can all learn from the experiences of those who faced the same challenges and came out on top. Fortunately, when it comes to content marketing, there are plenty of amazing brands we can look to for guidance.
Companies of various sizes, locations, and industries created these efforts and delivered them in a wide variety of formats. We hope they will give you a feel for the tremendous things brands can accomplish with content marketing — and inspire you to explore some new content marketing ideas of your own.
Hello, Content Marketers,
It is our pleasure to present the fifth annual Content Marketing in Australia: Benchmarks, Budgets, and Trends report.
As Australian marketers continue to grow in experience and content marketing maturity, so too does their overall success with the approach.
In addition, many who are just starting out appear to have the right idea: 71% whose companies are in the young/ first steps phase agree that their company is focused more on building long-term relationships than on getting quick results from content marketing.
Our hope is that your company views content marketing as an opportunity to build an audience and create ongoing value—versus just another method to generate leads and sales. The right vision—along with a documented content marketing strategy and a strong commitment to content marketing—are the first steps toward tangible business results.
This Social Media Survival Guide will give you the tools you need to make smart content marketing decisions as your brand explores the diverse social media landscape. This collection of expert insights, advice, and brand examples outlines the unique characteristics of each channel, helps you identify which platforms and practices are likely to work best for your particular business goals, and offers creative inspiration to ignite more successful and sustainable conversations with your target audience. Read on for an in-depth discussion on 12 of the top social media platforms content marketers are using right now.
Marketers are trained to put their best foot forward and ignore the downsides of their products. This is about doing the exact opposite: finding your weakest points and showcasing them for all to see.
In this e-book, you'll see over 50 predictions from thought leaders who share their views on brand strategy, organizational structure, emerging technology and platforms, and other big developments that may be on the horizon for content marketing.
Welcome to our fifth annual report on the content marketing practices of manufacturers. Content Marketing Institute (CMI) has been conducting annual
content marketing research since 2010, but because our data indicated that manufacturers were slower than other industries to adopt content marketing,
we didn’t begin producing a manufacturing report until 2014.
It’s been exciting to watch more and more manufacturers launch content marketing initiatives with each passing year. And for those that are just starting
out – or are at a standstill – there are lessons to learn from companies that are further along in their content marketing maturity (see page 4). For example,
most content marketing progress is built on a foundation of a strong commitment to the approach and a documented content marketing strategy.
Welcome to our annual report on the content marketing practices of technology marketers. This report focuses on the North American technology marketers who participated in our seventh annual content marketing survey. New for this year, we asked technology marketers about their success with content marketing:
• 24% said their organization’s overall approach to content marketing is “extremely” or “very” successful
• 64% said that compared with one year ago, their organizations are “much more” or “somewhat more” successful with content marketing
• 92% of those reporting increased success attributed that success to doing a better job with content creation.
Seventy-four percent said their organization always or frequently prioritizes delivering content quality over content quantity. That stat is even higher (92%) among the top-performing technology marketers (see the chart on page 4 for our definition of a “top performer”).
Read on for more insights into how your peers are approaching their content marketing—and where they are heading over the next 12 months.
Thank you for your interest in Content Marketing in the UK 2017: Benchmarks, Budgets, and Trends.
The annual content marketing survey, from which the results of this report were generated, revealed many new insights this year. We asked more questions about content marketing strategy, factors that in uence content marketing success, marketers’ attitudes about content creation and content marketing in general, and much more.
We also asked respondents about their commitment level to content marketing. To see the types of content marketing activities that those who are more committed are prioritizing, see the chart on page 4. Enjoy!
B2C Content Marketing 2018 - Benchmarks, Budgets & Trends - North America MarketingProfs
Our annual content marketing research with new insights useful for 2018 budget planning and benchmarketing. This new report focuses on business-to-consumer (B2C) marketers and their content marketing benchmarks, budgets, and trends.
The most wanted content marketing research fruitful for every B2B marketer to effectively develop a budget plan and benchmarking strategies. Full insights in to leading B2B marketer's budgets, trends and benchmarks.
Our annual content marketing research, with this report focusing on B2C marketers and their content marketing budgets and trends. New questions, an interesting twist to our research, and valuable budgets and trends as we head into 2017 planning season.
Welcome to the
7th Annual B2B Content Marketing Benchmarks, Budgets, and Trends—North
America
report. We’ve made quite a few changes to our annual survey this year to reflect the
maturing content marketing industry.
This year’s research paints a brighter picture than the last few years, indicating that content
marketing is alive and well! Content marketers are on track—with 62% reporting that their
organizations are much more or somewhat more successful with their overall content marketing
approach compared with one year ago.
Like last year, those who are further along with their approach are the most successful, while
the vast majority of the least successful are in the young/early phases of content marketing.
With time, a documented strategy, creativity, meaningful goals and metrics, a willingness to
experiment, and perhaps most importantly,
a commitment to content marketin
g, those
marketers will succeed.
Please watch for continuing editorial coverage of our research findings throughout 2017.
We hope you will find the insights useful as you prepare for the year ahead
Welcome to the 7th Annual B2B Content Marketing Benchmarks, Budgets, and Trends—North
America report. We’ve made quite a few changes to our annual survey this year to reflect the
maturing content marketing industry.
This year’s research paints a brighter picture than the last few years, indicating that content
marketing is alive and well! Content marketers are on track—with 62% reporting that their
organizations are much more or somewhat more successful with their overall content marketing
approach compared with one year ago.
Like last year, those who are further along with their approach are the most successful, while
the vast majority of the least successful are in the young/early phases of content marketing.
With time, a documented strategy, creativity, meaningful goals and metrics, a willingness to
experiment, and perhaps most importantly, a commitment to content marketing, those
marketers will succeed.
Please watch for continuing editorial coverage of our research findings throughout 2017.
We hope you will find the insights useful as you prepare for the year ahead
It's back! The annual Content Marketing Institute/Content Marketing research returns again to dissect content marketing benchmarks, budgets and trends for B2B marketers in North America.
2017 B2B Content Marketing Benchmarks, Budgets, and TrendsMarketingProfs
The seventh annual B2B content marketing report is here. Sponsored by Brightcove, this report shows where B2B marketers will spend their budget, how much budget businesses are allocating to content marketing efforts, and what kind of strategies will see in 2017.
Throughout this report, you’ll see how technology marketers have changed their content
marketing practices over the last year and how they compare with the overall sample of B2B
marketers who completed our annual content marketing survey
B2B Technology Content Marketing Benchmarks Budgets and Trends North AmericaRajkumar Seo
This report presents the findings fr om the 420
respondents who said they were B2B technology
marketers in North America.
Many of the B2B companies are using content marketing as a lead generation.
B2B Content Marketing 2015 Benchmarks, Budgets & Trends - North America
Hello Content Marketers, Welcome to the fifth annual B2B Content Marketing Benchmarks, Budgets, and Trends—North America report. It’s hard to believe that it’s been five years since we first surveyed marketers on how they use content as part of the marketing mix. Since then, the survey has grown to reach marketers all across the globe. This year, we heard from more than 5,000 marketers—in 25 industries in 109 countries—from for-profit and nonprofit organizations. In this report, you’ll learn how the B2B marketers from North America responded. As you’ll notice, we made some changes to this year’s survey to better reflect how the industry is growing. We added new questions, changed the way we asked some of the prior ones, and even removed a few. We also asked content marketers about the initiatives they’re working on—and the list is long, as you will see… We’re thrilled to be with you on this journey.
Yours in content,
Joe & Ann
Joe Pulizzi
Founder
Content Marketing Institute
Ann Handley
Chief Content Officer
MarketingProfs
Sponsored by Brightcove
Welcome to our annual B2B Content Marketing Benchmarks, Budgets, and Trends—North America report. We’re excited to present you with the findings from our latest content marketing survey.
Content marketing has changed a lot since we launched this research nearly a decade ago. We marketers are still focused on content creation, but our thinking about the audiences for whom we create that content has evolved. So, too, have the ways we distribute, measure, and improve upon our content marketing. Technology has played a big role, along with the knowledge we’ve gained through our content marketing experiences.
As you’ll see in this report, some organizations are more developed than others with their content marketing. But you’ll also recognize your own practices reflected in many of the findings. Where does your company stand? What do you need to get to where you want to be? If you need help, let us know!
Similar to 2018 Content Marketing in Australia: Benchmarks, Budgets, and Trends (20)
There’s one question on every marketer’s mind: “How do I connect?”
We’ve all been seeking connection since the pandemic struck. Stuck at home, working from kitchen tables and converted closets, marketers have been fighting to create and maintain connections with their audiences.
Despite all the upheaval, content remains a tried-and-true way to generate demand. After all, it’s content-driven experiences that build those precious connections, no matter what’s going on in the world outside.
Connection is more important than ever. And as you’ll find out in this report, successful marketers are beginning to make it easier for prospects to purchase at any stage of the buyer’s journey — messages are shifting from why to buy to how to buy.
This has been another tough year. One negative headline after another has drained audiences’ emotional reserves. They need an escape. Marketing content can offer that empathetic, emotionally stirring olive branch they’re searching for.
As you read on, you’ll discover that blogs, podcasts, and videos are the content types that are most effective at the early stages of the buyer’s journey, where brands are fighting to establish customer awareness and audience interest.
The reason is simple: These content types foster connection. They tell a story, they evoke emotion, and they present a face that the audience can relate to. And the strength of the connections that these content types create helps carry buyers through the rest of their journey on a wave of engagement and investment.
In conclusion: Connection lies in content. The last Content Marketing for Demand Generation survey report (2020) talked about creating desire and holding attention. This year, we talk about making it easier for customers to purchase across all stages of the buyer’s journey.
By providing audiences with earnest and engaging content, you can build lasting connections in 2022 and beyond that drive demand to new heights.
Welcome to the Technology Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
The research suggested that due to lockdowns and work-from-home mandates, content marketing piqued the interest of many who were previously unaware of its power. With more people than ever spending time online, content marketing presented a prime opportunity to get and stay in front of audiences.
As in the previous year, nearly one in three technology marketers said their organization was extremely or very successful with content marketing. These marketers, our “top performers,” have certain characteristics that set them apart from their peers (see page 4). Some of the biggest things they do differently than their peers:
◾ Document their content marketing strategy
◾ Do an excellent/very good job demonstrating the ROI of their content marketing initiatives
◾ Prioritize their audience’s informational needs over their organization’s sales message
◾ Differentiate their content from the competition
◾ Nurture subscribers/audiences/leads
No matter how successful they are at content marketing, most respondents plan to invest in video in 2022: 72% of all technology respondents forecast investment in this area followed by investment in events (69%), paid media (65%), and owned-media assets (63%).
And, yes, challenges remain. The top challenges are:
◾ Creating content that appeals to multi-level roles within the target audience
◾ Accessing subject matter experts to create content
◾ Internal communication among teams/silos
These internal challenges point to a greater need for technology marketers to formalize content operations within their organizations.
Welcome to the Enterprise Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
The research suggested that, due to lockdowns and work-from-home mandates, content marketing piqued the interest of many who were previously unaware of its power. With more people than ever spending time online, content marketing presented a prime opportunity to get and stay in front of audiences.
As in the previous year, nearly one in three enterprise marketers said their organization was extremely or very successful with content marketing. These marketers, our “top performers,” have certain characteristics that set them apart from their peers (see page 4). A few of the biggest things they do are to differentiate their content and use content collaboration/calendaring/workflow tools.
No matter how successful they are at content marketing, most respondents plan to invest in video in 2022: 72% of all enterprise respondents forecast investment in this area followed by investment in events (62%), paid media (59%), and owned-media assets (55%).
And, yes, challenges remain. The top challenge, which is the same as it was two years ago, is internal communication between teams/silos (57%). It indicates a pressing need to formalize content operations in enterprises that have not yet done so.
Welcome to the B2C Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
Our research suggested that, due to work-from-home requirements, content marketing piqued the interest of many who were previously unaware of its power. With more people than ever spending time online, content marketing presented a prime opportunity for businesses to get and stay in front of audiences. Some B2C marketers discovered new audiences altogether.
Short articles and videos were big over the last 12 months with the B2C marketers we surveyed. In addition, expect a lot of B2C investment in video in 2022: 72% forecast investment in this area. Paid media came in a distant second.
Although most B2C marketers reported success with content marketing in the last 12 months, there are still challenges. Respondents said their top two content marketing challenges were creating content that appeals to multi-level roles within the target audience (42%) and internal communication between teams/silos (41%).
If B2C marketers can overcome these challenges, they’ll improve their odds of achieving greater content marketing success in 2022.
Welcome to Content Marketing Institute’s first Video & Visual Storytelling Survey. In this report, you’ll learn how content marketers are using videos, how they’re getting them produced, where they’re seeing results, and more.
Are you using video strategically? Are you paying as much attention to your video distribution plan as you are to video creation? Are you measuring results to see what works? All are important to overall video marketing success. Here’s to yours!
Welcome to the 12th Annual Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. What a year it has been.
This edition of our report looks back on the last 12 months and includes expectations for 2022. Throughout, you will see quotes from the many rich, qualitative responses we received to the question, “What did the pandemic change most about your organization’s content marketing strategy/approach?” In all, 75% of respondents took the time to answer this question and we are ever so grateful. What amazing insights it yielded!
The key theme that emerged was this: The pandemic awoke a sleeping giant – content marketing, that is. Without in-person events and face-to-face selling, many who had previously paid little attention to content marketing suddenly became aware of its power. More content marketers got a seat at the table and helped keep many businesses on their audiences’ radar. Some discovered new audiences altogether.
The research also confirmed what many of us already knew: Content marketers are some of the fiercest business pros around. In the most difficult of times, they get the job done – and many come through more creative and stronger than before.
Congratulations, content marketers, for a job well done in the most difficult of times. Our entire team salutes you!
By day, you’re in the office, cooking up content. By night, you’re in the kitchen, preparing a satisfying meal. But what if we combined the two?
Developing a content marketing strategy is like creating a dinner menu. You start with the basic ingredients and build upon them. You perfect your technique, exercising balance while adding a dash of flavor. And don’t forget, presentation is key. You must distribute and plate your meal beautifully.
So, what are people making and how are they making it? We asked the Content Marketing Institute team to share their favorite content-inspired dishes. Whether you are a first-time cook or a seasoned chef, these recipes will give you new perspective on processes, measurement and ROI, technology, and more. They are definitely ones you want in your repertoire.
We’ve put together the ultimate cookbook for content marketers, filled with tasty (and mildly entertaining) recipes. We hope you enjoy it. Bon appétit!
The 2021 Content Management & Strategy survey gives a snapshot of how marketers use tech to help create, manage, deliver, and scale enterprise content and marketing.
Welcome to our annual Technology Content Marketing Benchmarks, Budgets, and Trends report, based on our latest annual content marketing survey conducted in July 2020.
The study showed that technology marketers, in the throes of adjusting to business changes presented by a global pandemic, put more emphasis on using content marketing to generate demand and leads than they had the previous year. They also were looking more closely at conversion and marketing qualified lead (MQL) metrics to track the performance of their content.
These insights suggest that tech marketers were increasingly called upon to use content marketing for demand and lead generation. It makes sense, then, that their use of virtual events (83%) increased by nine percentage points over the previous year, as virtual relationship-building and selling took a front seat. In addition, livestreaming video finally took off (one-third of all tech respondents—and 53% of those working in large companies—reported using it).
It’s too soon to tell if these will be lasting shifts. Priorities are likely to change again as restrictions caused by the pandemic ease up. We look forward to exploring these topics in our next round of annual content marketing research.
Welcome to our annual B2C Content Marketing Benchmarks, Budgets, and Trends report. Here we present the results from B2C marketers who replied to our 11th Annual Content Marketing Survey. The events of 2020 have certainly reshaped how organizations conduct their marketing. At the time of this survey, content marketers were still reeling from the events that took place during the first half of 2020. As we usher in 2021, we are still facing constant change and uncertainty.
Many B2C marketers reported adjusting quickly when the pandemic hit; perhaps their companies were doubling down on digital, heavily engaging in virtual events, or trying to keep on top of rapidly changing analytics resulting from more people being at home and online. All these scenarios created the need for new content, formats, and strategies.
As we move into 2021 in a world where most gatherings are still limited, direct-to-consumer will continue to drive B2C. Successful B2C marketers will focus on creating content experiences and building relationships in the digital world.
What makes CMWorld special? The people. Our speakers, attendees, and sponsors are smart, witty, and fun to be around. Networking is something we all are wanting right now, and CMWorld Bingo gives you a way to have those conversations that make CMWorld great.
Welcome to the 11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends report. You may notice this year’s report feels different than past years and that’s by design. A year like no other required an approach like no other.
As in past years, we fielded the survey during the summer. We asked many of the same questions as last year but added new ones to see how content marketers were faring several months into the pandemic.
Although the data did not reveal drastic reductions in content marketing resources, many respondents shared in the fill-in comments their challenges of having to do more with less. Others shared their concerns about trying to reach audiences in an overcrowded virtual world.
Nevertheless, one thing stood out: Content marketers are resilient. Most have met the challenges of the pandemic head-on: They’re adapting quickly—and they believe in the value their content provides.
Virtual conferences and events provide new opportunities for you
to showcase your product or service, meet 1:1 with your current
and potential customers, and listen to the needs of the industry. With such a large investment of time, money, and human resources, it’s no surprise that management expects great returns on each event that your company sponsors.
On behalf of the Content Marketing Institute team, we’re all here to help you. We’re ready for exciting experiences, great ROI for sponsors, and new ways for customers to advance the practice of content marketing because of partner relationships built at our events.
Unpredictable algorithm shifts. Falling reach and lower engagement rates. Growing consumer mistrust from fake news and data breaches.
Despite woes like these, people still use social media platforms – and marketers are still drawn to their relationship-building powers. In fact, in 2019 research from Content Marketing Institute and MarketingProfs, 61% of B2B marketers and 69% of B2C marketers say they’ve increased their use of social media for content marketing compared with one year ago.
However, navigating the social media landscape is like entering a dark forest without a map. If you aren’t familiar with the terrain and don’t have a solid plan, you can’t expect to reach your destination, let alone make it out of the woods unscathed.
This guide is full of tools that will help you find the best path to success, from planning your social media explorations, to growing legions of brand fans, to engaging them in meaningful ways.
We’ll cover the top content marketing opportunities in the social sphere, including:
- Landmark locations like Facebook, Twitter, and LinkedIn
- Video viewing-centric channels like YouTube and Twitch
- Streaming media sites like Snapchat Stories and Instagram Stories
- Emerging social platforms like Vero True Social and WeGather Online
What are some of the changes content marketers are likely to encounter over the next 12 months and beyond? Find out what dozens of experts see on the horizon in Content Marketing Institute's 11th annual e-book of content marketing predictions.
It's back! Content Marketing World's annual conference ebook featuring a large number of our incredible speakers offering their insights on content marketing, how to level up and advance, how best to amplify your message and so much more. Check out what your favorite content marketers have to say on these topics and also meet some new faces to CMWorld. CMWorld 2018 is going to be epic - be sure to join us there! Game On!
Connected, interactive content experiences deliver more trusted data, and more measurable results. Original research illuminates how marketersare making big, beautiful music.
Your company has committed to sponsor and exhibit at an industry event (namely, hopefully, Content Marketing World and Intelligent Content Conference). Congratulations! Event teams are committed to bringing you exactly what you signed up for: qualified leads, great conversations, sales and much more. In order to do that, exhibitors must also put their best foot forward to make the most of the investment. Simply showing up won't cut it. If you really truly "show up", maximize your time at an event, build relationships and respect your customers, the return on your investment will be that much greater. The CMI team has put together a checklist for you to examine once you commit. Good luck, and let us know how we can help you!
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
2. Welcome
Differences Between Australian Marketers
by Organisation’s Commitment to
Content Marketing
Usage & Team Organisation
Commitment & Overall Success
Content Marketing Strategy & Technologies
Content Creation & Distribution
Goals & Metrics
Budgets & Spending
Methodology/Demographics
About
TABLE OF CONTENTS
3
4
5
10
16
19
34
37
38
29
2
SPONSORED BY
3. WELCOME
3
SPONSORED BY
Greetings Marketers,
Welcome to the sixth annual Content Marketing in Australia: Benchmarks, Budgets, and Trends report.
One of the most striking findings was the increased percentage of Australian content marketers who have become more focused
on building an audience (85%) compared with last year’s survey results (69%). This finding was not unique to Australia; the Content
Marketing Institute team observed it among all groups of content marketers studied.
Building a subscriber base is a key content marketing goal. However, what you do with that list is equally as important. The quality of
content you create (does it speak to your audience’s wants and needs?) … how efficiently you produce it … whether it’s credible … how/
when/where you distribute it – these are just a handful of factors that impact overall content marketing success. And let us not forget the
importance of a documented strategy and a strong commitment to the approach (see page 4 for a glimpse at commitment’s influence).
We wish you success with using content marketing to provide meaningful, long-term value for your audience – and business results for
your organisation. If you need educational resources, please let us know.
Yours in content,
Lisa
Murton Beets
Research Director
Content Marketing Institute
Special thanks to: CMI team members Joe Pulizzi, founder; Stephanie Stahl, general manager; Robert Rose, chief strategy advisor; Kim Moutsos,
vice president of content; Michele Linn, editorial strategy advisor; Nancy Reese, research consultant; Joseph Kalinowski, creative director; and
Ann Handley, chief content officer, MarketingProfs. Thanks also to our report sponsor, LinkedIn Marketing Solutions.
Jodie
Sangster
Chief Executive Officer
The Association for Data-driven Marketing and Advertising
4. SPONSORED BY
4
COMPARISON CHART
Most
Committed
All
Respondents
Somewhat
Committed
Organisation’s overall content marketing approach is extremely or very successful 43% 22% 6%
Organisation’s content marketing is sophisticated/mature 43% 28% 18%
Has a documented content marketing strategy 68% 43% 27%
Percentage of total marketing budget spent on content marketing (average) 30% 23% 19%
Rates project management flow during content-creation process as excellent/very good 52% 31% 14%
Agrees that organisation values creativity and craft in content creation
and production
88% 66% 54%
Agrees that organisation has realistic expectations about what content marketing
can achieve
84% 54% 35%
Agrees that leadership team gives ample time to produce content marketing results 80% 55% 43%
Always/frequently delivers content consistently 77% 48% 31%
Always/frequently crafts content based on specific points of the buyer’s journey 55% 37% 29%
Differences Between Australian Marketers by
Organisation’s Commitment* to Content Marketing
2018 Content Marketing Trends—Australia: Content Marketing Institute/ADMA
*Chart term definitions: The “most committed” respondents are those who describe their organisation’s commitment level to content marketing as extremely or very committed.
The “somewhat committed” describe it as somewhat committed.
Base: Australian content marketers.
5. 5
ATRALIAN CONTENT MARKETING
SPONSORED BY
USAGE & TEAM
ORGANISATION
The larger the organisation, the more likely it is to have both a centralised
content marketing group as well as individual teams throughout the
organisation.
A higher percentage of respondents than last year reported their
organisation is in the adolescent phase of content marketing (38% vs.
28%); fewer reported being in the young/first steps phase (32% vs. 38%)
or the sophisticated/mature phase (28% vs. 35%).
Approximately three out of five respondents (59%) outsource at least one
content marketing activity; conversely, 41% do not outsource any content
marketing activities.
AUSTRALIAN CONTENT MARKETING
6. SPONSORED BY
6
USAGE & TEAM ORGANISATION
2018 Content Marketing Trends—Australia: Content Marketing Institute/ADMA
Does your organisation use content marketing?
Content marketing is defined as “a strategic
marketing approach focused on creating
and distributing valuable, relevant, and
consistent content to attract and retain a
clearly defined audience—and, ultimately, to
drive profitable customer action.”
Base: All Australian respondents.
Yes
No
Percentage of Australian Respondents
Who Use Content Marketing
85%
15%
7. SPONSORED BY
7
USAGE & TEAM ORGANISATION
2018 Content Marketing Trends—Australia: Content Marketing Institute/ADMA
How would you describe your organisation’s
content marketing maturity level?
HowAustralianMarketersAssessTheirOrganisation’s
ContentMarketingMaturityLevel
SOPHISTICATED MATURE ADOLESCENT YOUNG FIRST STEPS
3% 25% 38% 28% 4%Providing accurate
measurement
to the business,
scaling across the
organisation
Finding success,
yet challenged with
integration across the
organisation
Have developed
a business case,
seeing early success,
becoming more
sophisticated with
measurement
and scaling
Growing pains,
challenged with
creating a cohesive
strategy and a
measurement plan
Doing some aspects
of content, but
have not yet begun
to make content
marketing a process
Base: Australian content marketers; aided list.
8. SPONSORED BY
8
USAGE & TEAM ORGANISATION
2018 Content Marketing Trends—Australia: Content Marketing Institute/ADMA
How is content marketing structured
within your organisation?
Australian Content Marketing
Organisational Structure
Centralised content marketing group
that works with multiple brands/product
lines throughout the organisation
Each brand (product line/property)
has its own content marketing team
Both: A centralised group as well
as individual teams throughout
the organisation
Small (or one-person) marketing/
content marketing team
serves the entire organisation
Other
26%
7%
22%
42%
3%
Base: Australian content marketers; aided list.
9. SPONSORED BY
9
USAGE & TEAM ORGANISATION
2018 Content Marketing Trends—Australia: Content Marketing Institute/ADMA
What content marketing activities does your
organisation outsource?
Content Marketing Activities Australian Marketers Outsource
55%
28%
17%
12%
0%
Content Creation
(e.g., writers, designers,
video production)
Do not outsource any
content marketing activities
Content Promotion/Distribution
Content Marketing Measurement
Content Marketing Strategy
Other
41%
Note: Approximately three
out of five (59%) respondents
outsource at least one of the
content marketing activities
listed.
Base: Australian content
marketers. Aided list; multiple
responses permitted.
10. 10
SPONSORED BY
COMMITMENT &
OVERALL SUCCESS
AUSTRALIAN CONTENT MARKETING
43% of respondents described their organisation’s commitment level
to content marketing as extremely or very committed; 48% described
it as somewhat committed; and 9% described it as not very or not at all
committed.
Nearly 60% of respondents characterised their organisation’s overall content
marketing approach as moderately successful.
66% of respondents reported that their organisation’s overall content
marketing success increased (much more/somewhat more) compared with
one year ago.
11. SPONSORED BY
11
COMMITMENT & OVERALL SUCCESS
2018 Content Marketing Trends—Australia: Content Marketing Institute/ADMA
How would you describe your organisation’s
commitment level to content marketing?
Base: Australian content marketers; aided list.
48%
1%
34%
9%
AustralianOrganisations’CommitmenttoContentMarketing
Extremely
Committed
Very Committed
Somewhat
Committed
Not Very
Committed
Not At All
Committed
8%
12. SPONSORED BY
12
2018 Content Marketing Trends—Australia: Content Marketing Institute/ADMA
COMMITMENT & OVERALL SUCCESS
How would you characterise the success
of your organisation’s current overall
content marketing approach?
Base: Australian content marketers; aided list.
Note: The survey defined success as
achieving your organisation’s desired/
targeted results.
57%
19%3%
18%
4%
How Australian Marketers Rate the Success of Their
Organisation’s Overall Content Marketing Approach
Extremely
Successful
Very
Successful
Moderately
Successful
Minimally
Successful
Not At All
Successful
13. SPONSORED BY
13
2018 Content Marketing Trends—Australia: Content Marketing Institute/ADMA
COMMITMENT & OVERALL SUCCESS
How does the success of your organisation’s
current overall content marketing approach
compare with one year ago?
How Australian Marketers Rate Their
Organisation’s Content Marketing Approach
Compared With One Year Ago
18%
48%
23%
4% 2%
6%
Much More
Successful
Somewhat
More
Successful
About the
Same as
One Year
Ago
Somewhat
Less
Successful
Much Less
Successful
Does Not
Apply
(program is less than
one year old)
Base: Australian content marketers; aided list.
14. SPONSORED BY
14
2018 Content Marketing Trends—Australia: Content Marketing Institute/ADMA
COMMITMENT & OVERALL SUCCESS
To what factors do you attribute your organisation’s
increase in overall success with content marketing?
Other factors cited: Content Measurement
(growing in ability to show results) (37%);
Spending More Time on Content Marketing
(36%); More Budget for Content Marketing (24%);
Content Marketing Technologies/Tools (24%);
We Have Given Our Efforts Time to Bear Fruit
and Are Now Getting Results (22%); Content
Marketing Training/Education (16%); Assistance
of Outside Expertise (16%); Changes in Our
Target Audience(s) (4%); and Other (1%).
Base: Australian content marketers who said
their organisation’s overall content marketing
approach is much more or somewhat more
successful compared with one year ago.
Note: Due to the low number of Australian
respondents who said their organisation’s
content marketing success had decreased
compared with one year ago, this report does
not include a chart showing factors contributing
to decreased success.
Factors Contributing to Australian Marketers’
Increased Success Over the Last Year
75%
72%
55%
48%
Content Creation (higher
quality, more efficient)
Strategy (development
or adjustment)
Content Marketing Has
Become a Greater Priority
Content Distribution (better
targeting, identification
of what works)
Management/HR (organisational
changes, staffing, new content
marketing roles)
54%
15. SPONSORED BY
15
OPINIONS ABOUT CONTENT MARKETING
2018 Content Marketing Trends—Australia: Content Marketing Institute/ADMA
Indicate your level of agreement with the following statements
concerning content marketing in your organisation.
Australian Marketers’ Opinions About Content Marketing
85% 9% 6%
66% 12% 22%
61% 25% 14%
55% 26% 19%
54% 24% 22%
47% 33% 20%
17% 23% 60%
Our organisation is focused on building audiences
(building one or more subscriber bases)
We are discontinuing specific content marketing
activities that we’ve found to be ineffective, so we
can concentrate on those that yield the best results
Our organisation values creativity and craft
in content creation and production
Over the last year, it has become increasingly
difficult to capture our audience’s attention
Our organisation has realistic expectations
about what content marketing can achieve
Our leadership team gives us ample
time to produce content marketing results
We are creating less content than one year ago,
but that content is driving greater results
■ Agree ■ Neither Agree Nor Disagree ■ Disagree
Base: Australian content marketers; aided list.
16. 16
SPONSORED BY
AUSTRALIAN CONTENT MARKETING
The percentage of respondents that said their
organisation has a documented content marketing
strategy is nearly the same as last year (43% vs. 44%).
Respondents reported their organisations use an average of
four digital technologies specifically for managing content marketing
efforts.
The two types of technology with the highest reported use are analytics
tools (88%) and email marketing-focused technology (78%).
CONTENT MARKETING
STRATEGY & TECHNOLOGIES
17. SPONSORED BY
17
CONTENT MARKETING STRATEGY & TECHNOLOGIES
2018 Content Marketing Trends—Australia: Content Marketing Institute/ADMA
Does your organisation have a
content marketing strategy?
38%
14%
43%
5%
Percentage of Australian Marketers Who Have
a Content Marketing Strategy
Yes, and it is
documented
No, with no plans
to have one within
12 months
Yes, but it is not
documented
No, but plan to have
one within 12 months
43%
38%
Base: Australian content marketers; aided list.
18. 18
SPONSORED BY
2018 Content Marketing Trends—Australia: Content Marketing Institute/ADMA
Which type(s) of digital technologies does your organisation
use specifically for managing its content marketing efforts?
Base: Australian content marketers. Aided list; multiple responses permitted.
Other technologies used: Video
Tools/Platforms (24%); Webinar/
Online Presentation Platforms
(22%); Content Promotion/
Distribution Software (19%);
Content Collaboration/Workflow
Software (17%); Content Planning/
Creation Software (12%); Digital
Asset Management (DAM) System/
File Storage (11%); Content
Optimisation Software (6%);
and Other (4%).
Technologies Australian Marketers Use to
Manage Content Marketing Efforts
(Top 4)
88%
Content Management System
Email Marketing Technology (email-focused)
Analytics Tools
78%
68%
49%Marketing Automation Software (automation-focused)
AVERAGE NUMBER USED:
Most Committed............. 4.7
All Respondents.............. 4.0
SomewhatCommitted.... 3.5
CONTENT MARKETING STRATEGY & TECHNOLOGIES
19. 19
CONTENTCREATION
&DISTRIBUTION
AUSTRALIAN CONTENT MARKETING
When asked how well content-creation projects flow within
their organisations, 31% of respondents rated the flow as
excellent or very good; 35% rated it as good; and 34% rated it as fair or poor.
Among the content types, distribution formats, and social media platforms
that respondents use, they rated social media posts, email, and LinkedIn as
most effective in helping their organisations achieve specific objectives.
48% of respondents use monthly enewsletters for content marketing purposes.
SPONSORED BY
20. 20
SPONSORED BY
CONTENT CREATION & DISTRIBUTION
2018 Content Marketing Trends—Australia: Content Marketing Institute/ADMA
How often do you take the following concepts into
account while creating content for your organisation?
Base: Australian content marketers; aided list.
How Often Australian Marketers Consider
Various Concepts While Creating Content
84%
69%
67%
66%
64%
58%
48%
37% 38% 25%
35% 17%
28% 14%
27% 9%
19% 15%
22%
25% 8%
9%
11% 5%
Ensure that our content is
fact-based and/or credible
Consider how our content impacts the overall
experience a person has with our organisation
Prioritise delivering content quality
over content quantity
Focus on creating content for our
audience versus our brand
Differentiate our content from
our competition’s content
Prioritise providing the right content to
the right person at the right time
Deliver content consistently
(e.g., on a defined, regularly scheduled basis)
Craft content based on specific
points of the buyer’s journey
■ Always/Frequently ■ Sometimes ■ Rarely/Never
21. 21
SPONSORED BY
21
CONTENT CREATION & DISTRIBUTION
How would you rate the project management flow during the
content creation process (from concept through completion)
within your organisation?
How Australian Marketers Rate the Project Management Flow
During the Content Creation Process
EXCELLENT VERYGOOD GOOD FAIR POOR
9% 11%22% 35% 23%
Thevast
majorityofour
projects move
alongefficiently
Most of our
projects
move along
efficiently
Some of our
projects move
along efficiently,
but we face
bottlenecks
Most of our
projects are
held up by
bottlenecks
Many of our
projects
move along
efficiently
2018 Content Marketing Trends—Australia: Content Marketing Institute/ADMA Base: Australian content marketers; aided list.
22. 22
SPONSORED BY
2018 Content Marketing Trends—Australia: Content Marketing Institute/ADMA
CONTENT CREATION & DISTRIBUTION
Which types of content does your organisation use
for content marketing purposes?
Base: Australian content marketers. Aided list; multiple responses permitted.
Other types of content used:
Podcasts(14%);MobileApps(13%);
Videos (live-streaming) (11%);
Film/TV (e.g., documentaries,
short films) (11%); Virtual Reality/
Augmented Reality (VR/AR)
Experiences (10%); and Other (8%).
Types of Content Australian Marketers
Use for Content Marketing Purposes
(Top 8)
90%
75%
67%
66%
64%
49%
39%
31%
Social Media Posts – excluding videos (e.g., tweets, pins)
Videos (pre-produced)
Illustrations/Photos
Case Studies
Infographics
Ebooks/White Papers
Research Reports
Interactive Tools (e.g., quizzes, assessments)
AVERAGE NUMBER USED:
Most Committed............. 6.0
All Respondents.............. 5.5
SomewhatCommitted.... 5.2
23. 23
SPONSORED BY
2018 Content Marketing Trends—Australia: Content Marketing Institute/ADMA
CONTENT CREATION & DISTRIBUTION
Of the content types you use, select up to three
that are the most effective in helping your
organisation achieve specific objectives.
Base: Australian content marketers who use the types listed. Maximum of three
responses permitted. Results shown based on response frequencies.
Other content types rated
as top three most effective:
Ebooks/WhitePapers(29%);
Infographics(28%);Illustrations/
Photos(22%);InteractiveTools
(e.g.,quizzes,assessments)(14%);
ResearchReports(12%);Other(7%);
andNone(ofthoseused)(2%).
Top 3 Most Effective Types of
Content Australian Marketers Use
56%
Videos (pre-produced)
Case Studies
Social Media Posts – excluding videos (e.g., tweets, pins)
46%
43%
24. 24
SPONSORED BY
2018 Content Marketing Trends—Australia: Content Marketing Institute/ADMA
Which formats does your organisation use to
distribute content for content marketing purposes?
Base: Australian content marketers. Aided list; multiple responses permitted.
Other formats used: Print
Magazines (29%); Digital Magazines
(25%); Separate Content Hubs (e.g.,
microsites, resource centers) (25%);
Webinars/Webcasts/Virtual Events
(25%); Print (other than magazines)
(22%); Online Presentations (19%);
and Other (3%).
AVERAGE NUMBER USED:
Most Committed............. 5.0
All Respondents.............. 4.5
SomewhatCommitted.... 4.1
CONTENT CREATION & DISTRIBUTION
Formats Australian Marketers Use to Distribute
Content for Content Marketing Purposes
(Top 4)
91%Email (e.g., newsletters, welcome emails)
Social Media Platforms (e.g., LinkedIn, Twitter)
Blogs
In-Person Events
90%
72%
50%
25. 25
SPONSORED BY
2018 Content Marketing Trends—Australia: Content Marketing Institute/ADMA
CONTENT CREATION & DISTRIBUTION
Of the formats you use, select up to three that are
the most effective in helping your organisation
achieve specific objectives.
Base: Australian content marketers who use the formats listed. Maximum of
three responses permitted. Results shown based on response frequencies.
Other formats rated as top
three most effective: In-Person
Events (34%); Print Magazines
(9%); Separate Content Hubs (e.g.,
microsites, resource centers) (9%);
Webinars/Webcasts/Virtual Events
(8%); Digital Magazines (6%); Print
(other than magazines) (5%);
Other (5%); and None (of those
used) (2%).
Top 3 Most Effective Formats
Australian Marketers Use to Distribute Content
73%Email (e.g., newsletters, welcome emails)
Social Media Platforms (e.g., LinkedIn, Twitter)
Blogs
58%
49%
26. 26
SPONSORED BY
CONTENT CREATION & DISTRIBUTION
2018 Content Marketing Trends—Australia: Content Marketing Institute/ADMA
Which social media platforms does your organisation
use as part of its content marketing efforts?
Base: Australian content marketers who use social media platforms to distribute content.
Aided list; multiple responses permitted.
Social Media Platforms Australian Marketers
Use for Content Marketing Purposes
(Top 6)
93%Facebook
LinkedIn
Twitter
YouTube
Instagram
Google+
87%
74%
47%
30%
64%
Other social media
platforms used: Pinterest
(16%); Snapchat (8%);
SlideShare (7%); Medium
(3%); and Other (2%).
AVERAGE NUMBER USED:
Most Committed............. 4.7
All Respondents.............. 4.3
SomewhatCommitted.... 4.0
27. 27
SPONSORED BY
2018 Content Marketing Trends—Australia: Content Marketing Institute/ADMA
CONTENT CREATION & DISTRIBUTION
Of the social media platforms you use, select up
to three that are the most effective in helping your
organisation achieve specific objectives.
Base: Australian content marketers who use the social media platforms listed.
Maximum of three responses permitted. Results shown based on response
frequencies.
Other social media platforms
rated as top three most
effective: Twitter (23%);
Instagram (22%); Google+ (5%);
Pinterest (2%); Other (2%); and
None (of those used) (4%).
Top 3 Most Effective Social Media Platforms
Australian Marketers Use for Content
Marketing Purposes
64%LinkedIn
Facebook
YouTube
63%
27%
28. 28
SPONSORED BY
CONTENT CREATION & DISTRIBUTION
2018 Content Marketing Trends—Australia: Content Marketing Institute/ADMA
Which type(s) of email does your organisation use as
part of its content marketing efforts?
Base: Australian content marketers who use email to distribute content for content
marketing purposes. Aided list; multiple responses permitted.
53%
51%
48%
35%
34%
33%
30%
Types of Email Australian Marketers
Use for Content Marketing Purposes
(Top 7)
Automated Confirmation Emails
(e.g., a welcome email)
Ad hoc Newsletters
(i.e., no set schedule)
Drip Campaigns (e.g., welcome series)
Promotional Emails
Lead Nurturing
Event Emails
Monthly Newsletters
Other types of email used:
Bi-weekly Newsletters (every other
week) (15%); Partnership Emails
(15%); Weekly Newsletters (14%);
Daily Newsletters (3%); and Other
(10%).
AVERAGE NUMBER USED:
Most Committed............. 4.0
All Respondents.............. 3.5
SomewhatCommitted.... 3.0
29. GOALS&METRICS
AUSTRALIAN CONTENT MARKETING
48% of respondents reported that their organisation does an
excellent, very good, or good job in terms of aligning metrics with content
marketing goals; however, another 44% rated their organisation as doing a fair
or poor job.
Respondents who do not measure content marketing ROI (41%) cited the
top two reasons as “we need an easier way to do this” and “we don’t know
how to do this.”
More than 70% of respondents agreed they can demonstrate, with metrics,
how content marketing has increased audience engagement and number of
leads. They are less likely to be able to show how it has increased sales (47%)
and decreased the cost of customer acquisition (34%).
29
SPONSORED BY
30. 30
SPONSORED BY
GOALS & METRICS
What type of job does your organisation do in terms of
aligning metrics with content marketing goals (i.e., are
you measuring the “right things”)?
How Australian Marketers Rate Alignment
Between Content Marketing Metrics and Goals
EXCELLENT VERYGOOD GOOD FAIR POOR
3% 23%12% 33% 21%
TOOSOONTOTELL DON’TUSE CONTENT
MARKETINGMETRICS
UNSURE
3%4% 2%
2018 Content Marketing Trends—Australia: Content Marketing Institute/ADMA Base: Australian content marketers; aided list.
31. 31
SPONSORED BY
GOALS & METRICS
Does your organisation measure the return on
investment (ROI) of its content marketing efforts?
41%
41%
17%
Percentage of Australian Marketers
That Measure Content Marketing ROI
Unsure
No
Yes
2018 Content Marketing Trends—Australia: Content Marketing Institute/ADMA Base: Australian content marketers; aided list.
32. 32
SPONSORED BY
GOALS & METRICS
Why doesn’t your organisation measure the return on
investment (ROI) of its content marketing efforts?
Base: Australian content marketers whose organisations do not measure
content marketing ROI. Aided list; multiple responses permitted.
46%
32%
27%
15%
17%
5%
Why Australian Marketers
Don’t Measure Content Marketing ROI
We need an easier way to do this
We don't know how to do this
No formal justification required
Too time-consuming
Other
Unsure
2018 Content Marketing Trends—Australia: Content Marketing Institute/ADMA
33. 33
SPONSORED BY
GOALS & METRICS
Indicate your level of agreement with each statement
concerning the content marketing metrics used
in your organisation.
Australian Marketers’ Metrics Agreement Statements
77% 12% 11%
73% 14% 13%
47% 29% 24%
34% 37% 29%
I/my team can demonstrate how content marketing has…
Increased audience
engagement
Increased our
number of leads
Increased our
organisation’s sales
Decreased our cost of
customer acquisition
■ Agree ■ Neither Agree Nor Disagree ■ Disagree
Base: Australian content marketers who use metrics to determine content
marketing results. Aided list.2018 Content Marketing Trends—Australia: Content Marketing Institute/ADMA
34. 34
SPONSORED BY
BUDGETS&SPENDING
AUSTRALIAN CONTENT MARKETING
Respondents said their organisations spend 23% (on average)
of their total marketing budget on content marketing, which
is less than what was reported last year (30%).
Organisations that are more committed to content marketing
tend to spend more of their total marketing budget on
content marketing: the most committed report spending 30%,
on average, whilst those that are somewhat committed spend 19%.
Compared with last year, fewer respondents reported that they expect their
content marketing budget to increase in the next 12 months (36% this year
vs. 47% last year).
35. 35
SPONSORED BY
BUDGETS & SPENDING
Approximately what percentage of your organisation’s
total marketing budget (not including staff) is spent
on content marketing?
Percentage of Total Marketing Budget Spent
on Australian Content Marketing
1%
3%
6%
14%
26%
29%
20%
1%
100% 75-99% 50-74% 25-49% 10-24% 1-9% 0% Unsure
AVERAGE SPENT:
Most Committed...........30%
All Respondents............23%
SomewhatCommitted....19%
Base: Australian content marketers; aided list.2018 Content Marketing Trends—Australia: Content Marketing Institute/ADMA
36. 36
SPONSORED BY
BUDGETS & SPENDING
2018 Content Marketing Trends—Australia: Content Marketing Institute/ADMA
How do you expect your organisation’s content
marketing budget to change in the next 12 months?
Base: Australian content marketers; aided list.
Australian Content Marketing Spending
(Over Next 12 Months)
Increase
Remain
the Same
Decrease
Unsure
52%
5%
7%
36%
37. 37
SPONSORED BY
METHODOLOGY/DEMOGRAPHICS
Content Marketing in Australia 2018: Benchmarks, Budgets, and Trends was produced by Content Marketing Institute in partnership with the Association for
Data-driven Marketing and Advertising (ADMA) and sponsored by LinkedIn Marketing Solutions.
The eighth 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, ADMA, MarketingProfs, WTWH Media, and Technology for Marketing (TFM).
A total of 2,190 recipients from around the globe—representing a full range of industries, functional areas, and company sizes—responded to the survey during June
and July 2017. This report presents the findings from the 120 respondents who indicated their organisation is for-profit in Australia.
Additional reports based on the annual survey are available at www.contentmarketinginstitute.com/research. Special thanks to MarketingProfs for their assistance with
the annual survey and the B2B North America and B2C North America reports.
Note: The Australian content marketers referred to in the base lines and bullet points in this report are respondents who indicated their organisation uses content marketing.
Australian
Industry Classification
Size of
Australian Company
(by Employees)
Australian
Organisation 2016
Total Annual Revenue
Australian
Job Title/Function
17%
32%
27% 13%
■ Small (10-99 Employees)
■ Micro(Fewerthan10Employees)
■ Midsize (100-999 Employees)
■ Large (1,000+ Employees)
■ Agency (Advertising, Digital Marketing,
Content Marketing, PR, Marcom)
■ Technology/IT/Software/Hardware
■ Manufacturing
■ Professional Services
■ Consulting
■ Healthcare/Medical/Pharmaceuticals
■ Travel/Tourism/Hospitality
■ Financial Services
■ Other
5%
3%
3%
■ Marketing/Advertising/
Communications/PR Management
■ Corporate Management
(Owner, President, CEO, CMO)
■ General Management (GM/VP)
■ Content Creation/Management
■ Marketing – Staff/Support/Administration
■ Sales and Business Management
■ Consultant
■ Other
■ More than $1 Billion
■ $500,000,001 - $1 Billion
■ $100,000,001 - $500,000,000
■ $50,000,001 - $100,000,000
■ $10,000,001 - $50,000,000
■ $1,000,000 - $10,000,000
■ Less than $1,000,000
■ Unsure
17%
26%
12%
12%
7% 11%
6%
5%
4% 24%
47%
12%12%
12%
6%
16%
6%
11%
9%15%
15%
14%
38. SPONSORED BY
38
ABOUT
Thanks to all the survey distribution partners and respondents who made this research possible,
and to everyone who disseminates and shares the findings across the industry.
About Content Marketing Institute (CMI)
Content Marketing Institute is the leading global content marketing education and training organization, teaching enterprise brands how
to attract and retain customers through compelling, multichannel storytelling. CMI’s Content Marketing World event, the largest content
marketing-focused event, is held every September in Cleveland, Ohio, USA, and the Intelligent Content Conference event is held every spring.
CMI publishes the bi-monthly magazine Chief Content Officer, and provides strategic consulting and content marketing research for some of the
best-known brands in the world. Watch this video to learn more about CMI. To view all research and subscribe to our emails, visit
www.contentmarketinginstitute.com.
About the Association for Data-driven Marketing and Advertising
The Association for Data-driven Marketing and 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 600 member organisations. 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 LinkedIn Marketing Solutions
LinkedIn connects the world’s professionals to make them more productive and successful and transforms the ways companies hire, market,
and sell. Our vision is to create economic opportunity for every member of the global workforce through the ongoing development of the world’s
first Economic Graph. LinkedIn has more than 450 million members worldwide and over 8 million in Australia.
With LinkedIn Marketing Solutions, brands can build a presence, establish relationships, and reach the people that matter most through content
marketing and advertising solutions.