- 93% of Australian marketers use content marketing, but only 33% rate themselves as effective.
- Australian marketers are more likely than their North American and UK peers to have a documented content strategy and someone overseeing the strategy.
- 81% of Australian marketers are producing more content than the previous year, and brand awareness is the top goal of their content marketing efforts.
The Content Marketing Institute (CMI) and the Direct Marketing Association UK (DMA) are pleased to present this premier study of content
marketing in the UK. Whilst the primary focus of this report is on the UK, you’ll note some interesting comparisons with North America and
Australia throughout.
The document summarizes the results of a study on content marketing practices in Australia. Some key findings include:
- 52% of Australian marketers have a documented content strategy compared to 43% in North America and 42% in the UK.
- 81% of Australian marketers increased their content production over the last year more so than peers in other countries.
- Australian marketers rate eNewsletters as the most effective tactic and LinkedIn as the most used social media platform.
- 69% of Australian marketers plan to increase their content marketing budget over the next year.
OVERVIEW: THE STATE OF CONTENT MARKETING IN THE UK
Greetings Marketers,
Welcome to our second annual report on the content marketing practices of UK marketers. In this report, we provide comparisons of for-profit UK, North American, and Australian marketers. One of the key findings is that UK marketers (48%) consider themselves to be more effective at content marketing* when compared with their North American (41%) and Australian (33%) peers.
Among the other findings:
Only 42% of UK marketers say they have a documented content strategy; however, 10% of those answering this question were unsure. This is the highest rate of uncertainty we saw around this question when comparing responses across continents.
76% of UK marketers are producing more content than they did one year ago, compared with 72% of North American and 81% of Australian marketers.
UK marketers (89%) use Twitter more often than their North American (84%) and Australian (79%) peers do; however, like those peers, they rate LinkedIn highest in terms of effectiveness.
UK marketers allocate more of their total marketing budget (31%) to content marketing when compared with North American (29%) and Australian (27%) marketers.
UK marketers are fairly challenged in regard to producing enough content (46%) and producing engaging content (44%). However, they use more content marketing tactics on average than their peers across the globe, and they use those tactics more frequently.
That—in addition to their confidence in their effectiveness—leads us to conclude that content marketing is alive and well in the UK.
On with the content marketing revolution!
1) The document summarizes the findings of a survey of 361 marketing executives and managers about online marketing measurement.
2) It found that marketers are demanding more rigorous online measurement tools to determine the return on investment and effectiveness of marketing spending. Being able to prove the value of online marketing through data helped it survive the economic downturn.
3) However, many marketers are still not taking a holistic approach to measurement and examining overall campaign performance. More frequent measurement and adjusting campaigns based on data is correlated with greater success.
Influencer Marketing : COVID-19 Stay-at-Home Impacts on Consumption TrendsTed Murphy
IZEA surveyed over 1,000 US internet users confined to their homes to understand changing consumer behaviors during COVID-19 lockdowns. Key findings include: 45% purchased non-essential items; 26% are researching new products more; 23% plan to subscribe to meal kit services; and 36% plan to use grocery/retail delivery or curbside pickup. Social media users and influencers are more likely to purchase online and use delivery services.
The document defines strategy and tactics for strategic planning. Strategy provides long-term direction and includes vision, objectives, policies and resource allocation. Tactics are short-term guidelines for implementing strategy through day-to-day decisions. Strategic planning considers the product market, investment levels, functional strategies, and core competencies. It involves analyzing external environment factors like customers and competitors as well as internal resources and capabilities. The strategic planning process includes setting objectives, analyzing environment and resources, defining strategy, implementing tactics, and evaluating performance.
Consumer confidence fell in February according to a Prosper survey. Only 38.2% of adults felt confident or very confident in the economy, down from January. Sentiment has improved since the recession but remains below pre-recession levels. Purchase strategies focused more on practicality and necessities in February. Over half of consumers narrowed their shopping to just what they need, and plans to pay down debt and increase savings reached high levels. Amazon received the highest "shopper security score" of retailers rated, while department stores scored lower on average.
B2C marketers are increasingly strategic in their approach to content marketing. While over half still have small content marketing teams, many outsource content creation. Livestreaming video saw a significant increase in use among B2C marketers compared to the previous year. Analytics tools, social media publishing, and email marketing software are the most commonly used technologies to support content marketing.
The Content Marketing Institute (CMI) and the Direct Marketing Association UK (DMA) are pleased to present this premier study of content
marketing in the UK. Whilst the primary focus of this report is on the UK, you’ll note some interesting comparisons with North America and
Australia throughout.
The document summarizes the results of a study on content marketing practices in Australia. Some key findings include:
- 52% of Australian marketers have a documented content strategy compared to 43% in North America and 42% in the UK.
- 81% of Australian marketers increased their content production over the last year more so than peers in other countries.
- Australian marketers rate eNewsletters as the most effective tactic and LinkedIn as the most used social media platform.
- 69% of Australian marketers plan to increase their content marketing budget over the next year.
OVERVIEW: THE STATE OF CONTENT MARKETING IN THE UK
Greetings Marketers,
Welcome to our second annual report on the content marketing practices of UK marketers. In this report, we provide comparisons of for-profit UK, North American, and Australian marketers. One of the key findings is that UK marketers (48%) consider themselves to be more effective at content marketing* when compared with their North American (41%) and Australian (33%) peers.
Among the other findings:
Only 42% of UK marketers say they have a documented content strategy; however, 10% of those answering this question were unsure. This is the highest rate of uncertainty we saw around this question when comparing responses across continents.
76% of UK marketers are producing more content than they did one year ago, compared with 72% of North American and 81% of Australian marketers.
UK marketers (89%) use Twitter more often than their North American (84%) and Australian (79%) peers do; however, like those peers, they rate LinkedIn highest in terms of effectiveness.
UK marketers allocate more of their total marketing budget (31%) to content marketing when compared with North American (29%) and Australian (27%) marketers.
UK marketers are fairly challenged in regard to producing enough content (46%) and producing engaging content (44%). However, they use more content marketing tactics on average than their peers across the globe, and they use those tactics more frequently.
That—in addition to their confidence in their effectiveness—leads us to conclude that content marketing is alive and well in the UK.
On with the content marketing revolution!
1) The document summarizes the findings of a survey of 361 marketing executives and managers about online marketing measurement.
2) It found that marketers are demanding more rigorous online measurement tools to determine the return on investment and effectiveness of marketing spending. Being able to prove the value of online marketing through data helped it survive the economic downturn.
3) However, many marketers are still not taking a holistic approach to measurement and examining overall campaign performance. More frequent measurement and adjusting campaigns based on data is correlated with greater success.
Influencer Marketing : COVID-19 Stay-at-Home Impacts on Consumption TrendsTed Murphy
IZEA surveyed over 1,000 US internet users confined to their homes to understand changing consumer behaviors during COVID-19 lockdowns. Key findings include: 45% purchased non-essential items; 26% are researching new products more; 23% plan to subscribe to meal kit services; and 36% plan to use grocery/retail delivery or curbside pickup. Social media users and influencers are more likely to purchase online and use delivery services.
The document defines strategy and tactics for strategic planning. Strategy provides long-term direction and includes vision, objectives, policies and resource allocation. Tactics are short-term guidelines for implementing strategy through day-to-day decisions. Strategic planning considers the product market, investment levels, functional strategies, and core competencies. It involves analyzing external environment factors like customers and competitors as well as internal resources and capabilities. The strategic planning process includes setting objectives, analyzing environment and resources, defining strategy, implementing tactics, and evaluating performance.
Consumer confidence fell in February according to a Prosper survey. Only 38.2% of adults felt confident or very confident in the economy, down from January. Sentiment has improved since the recession but remains below pre-recession levels. Purchase strategies focused more on practicality and necessities in February. Over half of consumers narrowed their shopping to just what they need, and plans to pay down debt and increase savings reached high levels. Amazon received the highest "shopper security score" of retailers rated, while department stores scored lower on average.
B2C marketers are increasingly strategic in their approach to content marketing. While over half still have small content marketing teams, many outsource content creation. Livestreaming video saw a significant increase in use among B2C marketers compared to the previous year. Analytics tools, social media publishing, and email marketing software are the most commonly used technologies to support content marketing.
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.
Content marketing tactics effectiveness vs. difficultyDominik Suter
The document discusses content marketing tactics and their effectiveness versus difficulty. It summarizes statistics from a survey of over 5,000 marketers on what the most and least effective content marketers do. The most effective marketers have a documented content marketing strategy, focus on engagement, and are successful tracking ROI. Marketers want to produce more consistent and engaging content while better measuring effectiveness and ROI. The top challenges they face are creating high-quality engaging content and measuring ROI.
The document discusses key findings from a survey on e-marketing trends in India for 2013. Some of the main points are:
- Customer acquisition remains the top marketing goal for over 50% of Indian marketers, though this is declining as customer retention and brand awareness increase.
- Email marketing and social media are seen as the most effective online marketing channels and will receive increased investment. Close to half of emails are expected to be viewed on mobile phones.
- Integrating email, social media and SMS is most commonly used for promotions. Email effectiveness remains high, with 99% of marketers finding it meets goals. Behavioral targeting can increase email impact.
This document proposes an integrated marketing campaign for the national launch of Lutein Blue, a dietary supplement from Nature's Bounty. The objectives are to generate $8-10 million in sales within 12 months by reaching an average of 6 million consumers aged 18-60, increasing brand awareness by 25% among younger adults and 10% among older adults, and enabling repeat purchases from at least 170,000 consumers. The proposed strategy uses mass media like traditional, digital and direct marketing tactics to educate consumers on the harmful effects of blue light and position Lutein Blue as protecting eye health. Success will be evaluated based on website traffic, brand lift, social engagement, leads, sales and other metrics.
The document provides information about Yorke Communications, a digital and content marketing agency. It discusses Yorke's services such as content creation, social media management, and design. It also notes that Yorke has over 120 customers and a team of writers, designers, and digital marketing specialists. The document highlights that Yorke helps customers generate better business leads and ROI through quality, relevant content delivered through best practices. It also summarizes comments from Yorke's CEO about the importance of content marketing and its ability to generate leads and build brands.
The 2017 Scrip Awards are accepting entries.
For the last 12 years, the Scrip Awards has applauded the essential role the pharmaceutical, biotech and other allied industries play in improving healthcare, with trophies spanning the entire range of industry activities, from new drug launches and clinical trials, to innovative deals, outsourcing and fundraising.
This year we have an exciting new category to reward the successes of business development teams, whether they are from a pharma or biotech company or a cross-company team responsible for a specific deal or collaborative project.
The Scrip Awards has carved out a unique place in the industry calendar, with attendees coming far and wide to the prestigious ceremony, which this year will take place in the London Hilton on Park Lane in Mayfair on 29 November.
Our panel of 16 highly respected and independent experts from across the sector is waiting to judge the entries from the 16 categories in contention this year. Now is the time to prepare your entry and make sure you take your opportunity to shine.
Find out more information here http://www.scripawards.com/enter/
Okimo Clinic Roundtable: Social Media Content Trends 2016Okimo Clinic
As the year 2015 concludes, we have completed some social media content forecasts at Okimo Clinic. What are the most significant challenges for social media content for B2B and B2C organisations in the upcoming year?
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!
E marketer video_advertising_benchmarks-key_data_trends_and_metricsAdCMO
The document provides an overview and analysis of key metrics and trends related to digital video advertising. It discusses various metrics used to measure video ad effectiveness like completion rates, clickthrough rates, and engagement. It also reviews trends in these metrics across different ad lengths, content lengths, device types, and times of day. Additionally, it examines characteristics of the growing digital video audience like time spent viewing and favorite content destinations.
Optimising online video agenda21 event - videologyagenda21
The document discusses optimizing online video advertising. It notes that we now live in digital times where ownership of smartphones, tablets, and smart TVs is increasing. It also discusses how audiences for online video have evolved from Audience 1.0 focused on reach, to Audience 2.0 focused on engagement, to Audience 3.0 focused on optimized advertising outcomes. The document advocates centralizing and controlling the advertising narrative across different screens and platforms using centralized data and advertising servers.
The document provides an outline for a presentation on Google AdWords. It discusses why to use Google AdWords, what AdWords is and its features, how to set up an AdWords account including campaigns, ad groups, keywords and ads. It also covers types of ads, keywords, bidding strategies and how to link AdWords to Google Analytics for tracking conversions. The key aspects covered include the basics of the Google AdWords platform, how to set up an effective AdWords account and campaign, and how to measure results.
Russell Cummings provides a strategic business development worksheet to help businesses plan for the next 3-5 years, 1 year, and 90 days. The document outlines key questions and areas for businesses to focus on, including defining their destination and priorities for the next 12 months, examining their products/services, processes, people, and profits, and identifying specific actions they must take in the next 90 days to move toward their goals. It emphasizes the importance of having a clear vision, taking action, and collaborating with a support team.
How to find and leverage a virtual assistant (or two) in your businessRussell Cummings
This document outlines how to find and leverage virtual assistants for a business. It discusses the author's positive experience using virtual assistants for tasks like graphic design, app development, translation, and as a personal assistant. It then provides details on what virtual assistants are, common tasks they can perform, tips for engaging them, and a 10-step process for recruiting virtual assistants that involves defining a role, researching talent pools, posting jobs, screening applicants, conducting interviews, and onboarding new hires. The document aims to provide business owners with guidance on determining if and how to utilize virtual assistants.
Russell Cummings hosted a webinar about developing an effective annual operating plan (AOP) and 90-day plans to guide business execution. The webinar focused on creating a high-level destination and framework, engaging the team, cascading the plan to the right level of detail, and establishing implementation guidelines. Attendees were prompted to identify their top goals and challenges for 2017. Cummings also promoted a 30-day accelerator program and intensive coaching to help businesses develop and execute their plans within tight timeframes.
The 2016 EMEA Benchmarks Report provides brands and agencies with key insights into the complex world of converging TV and digital video. Whilst broadcast TV continued to command the lion’s share of media spend in all European markets, digital video investments
were at an all-time high.
This document discusses different dimensions and customers that are important for a business. It lists primary customers as operations and finance, and secondary customers as suppliers, leadership, and the board. It also lists reliability, assurance, tangibles, empathy, and responsiveness as key dimensions.
In this short 30 minute webinar, Russell will cover proven, simple tools, techniques and concepts that you can directly apply to become more productive in your day.
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.
Content marketing tactics effectiveness vs. difficultyDominik Suter
The document discusses content marketing tactics and their effectiveness versus difficulty. It summarizes statistics from a survey of over 5,000 marketers on what the most and least effective content marketers do. The most effective marketers have a documented content marketing strategy, focus on engagement, and are successful tracking ROI. Marketers want to produce more consistent and engaging content while better measuring effectiveness and ROI. The top challenges they face are creating high-quality engaging content and measuring ROI.
The document discusses key findings from a survey on e-marketing trends in India for 2013. Some of the main points are:
- Customer acquisition remains the top marketing goal for over 50% of Indian marketers, though this is declining as customer retention and brand awareness increase.
- Email marketing and social media are seen as the most effective online marketing channels and will receive increased investment. Close to half of emails are expected to be viewed on mobile phones.
- Integrating email, social media and SMS is most commonly used for promotions. Email effectiveness remains high, with 99% of marketers finding it meets goals. Behavioral targeting can increase email impact.
This document proposes an integrated marketing campaign for the national launch of Lutein Blue, a dietary supplement from Nature's Bounty. The objectives are to generate $8-10 million in sales within 12 months by reaching an average of 6 million consumers aged 18-60, increasing brand awareness by 25% among younger adults and 10% among older adults, and enabling repeat purchases from at least 170,000 consumers. The proposed strategy uses mass media like traditional, digital and direct marketing tactics to educate consumers on the harmful effects of blue light and position Lutein Blue as protecting eye health. Success will be evaluated based on website traffic, brand lift, social engagement, leads, sales and other metrics.
The document provides information about Yorke Communications, a digital and content marketing agency. It discusses Yorke's services such as content creation, social media management, and design. It also notes that Yorke has over 120 customers and a team of writers, designers, and digital marketing specialists. The document highlights that Yorke helps customers generate better business leads and ROI through quality, relevant content delivered through best practices. It also summarizes comments from Yorke's CEO about the importance of content marketing and its ability to generate leads and build brands.
The 2017 Scrip Awards are accepting entries.
For the last 12 years, the Scrip Awards has applauded the essential role the pharmaceutical, biotech and other allied industries play in improving healthcare, with trophies spanning the entire range of industry activities, from new drug launches and clinical trials, to innovative deals, outsourcing and fundraising.
This year we have an exciting new category to reward the successes of business development teams, whether they are from a pharma or biotech company or a cross-company team responsible for a specific deal or collaborative project.
The Scrip Awards has carved out a unique place in the industry calendar, with attendees coming far and wide to the prestigious ceremony, which this year will take place in the London Hilton on Park Lane in Mayfair on 29 November.
Our panel of 16 highly respected and independent experts from across the sector is waiting to judge the entries from the 16 categories in contention this year. Now is the time to prepare your entry and make sure you take your opportunity to shine.
Find out more information here http://www.scripawards.com/enter/
Okimo Clinic Roundtable: Social Media Content Trends 2016Okimo Clinic
As the year 2015 concludes, we have completed some social media content forecasts at Okimo Clinic. What are the most significant challenges for social media content for B2B and B2C organisations in the upcoming year?
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!
E marketer video_advertising_benchmarks-key_data_trends_and_metricsAdCMO
The document provides an overview and analysis of key metrics and trends related to digital video advertising. It discusses various metrics used to measure video ad effectiveness like completion rates, clickthrough rates, and engagement. It also reviews trends in these metrics across different ad lengths, content lengths, device types, and times of day. Additionally, it examines characteristics of the growing digital video audience like time spent viewing and favorite content destinations.
Optimising online video agenda21 event - videologyagenda21
The document discusses optimizing online video advertising. It notes that we now live in digital times where ownership of smartphones, tablets, and smart TVs is increasing. It also discusses how audiences for online video have evolved from Audience 1.0 focused on reach, to Audience 2.0 focused on engagement, to Audience 3.0 focused on optimized advertising outcomes. The document advocates centralizing and controlling the advertising narrative across different screens and platforms using centralized data and advertising servers.
The document provides an outline for a presentation on Google AdWords. It discusses why to use Google AdWords, what AdWords is and its features, how to set up an AdWords account including campaigns, ad groups, keywords and ads. It also covers types of ads, keywords, bidding strategies and how to link AdWords to Google Analytics for tracking conversions. The key aspects covered include the basics of the Google AdWords platform, how to set up an effective AdWords account and campaign, and how to measure results.
Russell Cummings provides a strategic business development worksheet to help businesses plan for the next 3-5 years, 1 year, and 90 days. The document outlines key questions and areas for businesses to focus on, including defining their destination and priorities for the next 12 months, examining their products/services, processes, people, and profits, and identifying specific actions they must take in the next 90 days to move toward their goals. It emphasizes the importance of having a clear vision, taking action, and collaborating with a support team.
How to find and leverage a virtual assistant (or two) in your businessRussell Cummings
This document outlines how to find and leverage virtual assistants for a business. It discusses the author's positive experience using virtual assistants for tasks like graphic design, app development, translation, and as a personal assistant. It then provides details on what virtual assistants are, common tasks they can perform, tips for engaging them, and a 10-step process for recruiting virtual assistants that involves defining a role, researching talent pools, posting jobs, screening applicants, conducting interviews, and onboarding new hires. The document aims to provide business owners with guidance on determining if and how to utilize virtual assistants.
Russell Cummings hosted a webinar about developing an effective annual operating plan (AOP) and 90-day plans to guide business execution. The webinar focused on creating a high-level destination and framework, engaging the team, cascading the plan to the right level of detail, and establishing implementation guidelines. Attendees were prompted to identify their top goals and challenges for 2017. Cummings also promoted a 30-day accelerator program and intensive coaching to help businesses develop and execute their plans within tight timeframes.
The 2016 EMEA Benchmarks Report provides brands and agencies with key insights into the complex world of converging TV and digital video. Whilst broadcast TV continued to command the lion’s share of media spend in all European markets, digital video investments
were at an all-time high.
This document discusses different dimensions and customers that are important for a business. It lists primary customers as operations and finance, and secondary customers as suppliers, leadership, and the board. It also lists reliability, assurance, tangibles, empathy, and responsiveness as key dimensions.
In this short 30 minute webinar, Russell will cover proven, simple tools, techniques and concepts that you can directly apply to become more productive in your day.
In this short 30-minute webinar, Russell Cummings, explains how to understand your own Business Model and how to make the changes that can give you an edge on the competition and improve your competitive advantage.
In this short 30-minute webinar Russell Cummings, Business Coach, explores how to set simple Revenue targets and then link them to your marketing and sales activities so that you have a process for conversion.
Facebook Video Advertising Rewind: Benchmarks and Trends from 2016Nanigans
Direct response advertisers in all industries are harnessing the power of video ads to drive meaningful actions. Whether they aim to increase purchases, app downloads, or lead form submissions, marketers benefiting by increasing their video ad spend on Facebook, Audience Network and Instagram.
As CMOs scale investment in video advertising, it's important to understand how the market is trending. This SlideShare features data and insights from our recent report of 2016 video advertising benchmarks in order to provide you with the knowledge you need to create successful campaigns this year and beyond.
Pay to Play: Using Facebook Advertising to Drive Impact #17NTCWhole Whale
This document summarizes a presentation about using Facebook ads to drive impact for non-profits. It discusses how organic Facebook reach is declining while internet ad spending is increasing, making paid ads on Facebook necessary. It provides tips on choosing goals for ads, both on and off Facebook's platform. The document also covers topics like targeting audiences, budgeting, ad types, measurements and analytics. The overall message is that non-profits need to use paid Facebook ads strategically to achieve their goals and drive real-world impact.
This panel proposes discussing how to properly gamify education using elements of game design. It describes how the presenters revamped their social media certification curriculum by adding goals and voluntary participation, which are two of the four core elements missing from many gamification efforts. They accomplished this by developing an alternate reality game (ARG) in the form of a crime story that students had to solve using social media tools. This engaged students and encouraged cooperation, providing compelling reasons for voluntary participation. Quantitative and qualitative measures showed this gamified approach vastly improved learning outcomes. The presenters were also awarded an industry prize for their work and are eager to discuss effective gamification design.
Australian content marketing research 2014King Content
81% of Australian marketers are producing more content than the previous year and allocate on average 27% of their budget to content marketing. While content marketing adoption has increased to 93% of Australian businesses, only 33% feel they are effective. The top challenges are lack of time to produce enough varied and engaging content. Having a documented content strategy is linked to increased effectiveness, yet only 52% of Australian marketers have one. Developing a content strategy is recommended to define objectives and better plan, implement and measure content marketing programs.
This document provides a summary of key findings from IZEA's 2017 State of the Creator Economy study. Some of the main findings include:
- Influencer and content marketing were rated as highly effective approaches by both marketers and consumers in the US and Canada. Traditional advertising across other media was seen as less effective.
- Quick/visual content like videos and photos are preferred approaches for both influencer and content marketing.
- Most marketers have dedicated budgets for influencer and content marketing and see these approaches as increasingly important.
- For influencer marketing, content quality, metrics, and creator credibility are top priorities for marketers. Accountability for content marketing spans multiple departments in many companies.
Data and insights about influencer marketing and content marketing in the United States and in Canada. Influencer marketing stats from the perspective of the marketer, creator and consumer.
Greetings Content Marketers,
Welcome to this year's report on the content marketing practices of business-to-business technology marketers in North America.
In this report we highlight key areas of difference between the most effective technology marketers and their less-effective peers. We also show some differences between those who have a documented content strategy and those who do not.
Technology marketers use a good mix of tactics and continue to invest in content marketing, with 58% planning to increase spend over the next 12 months. We look forward to seeing how this continued investment pays off over the next year.
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.
1) 46% of technology marketers have a documented content strategy, which is associated with greater effectiveness, use of more tactics/platforms, and fewer challenges.
2) The most effective technology marketers allocate more budget to content (35% vs 28% overall) and are more likely to increase spending over the next year.
3) Lead generation is the top goal of content marketing for technology companies, while website traffic is the primary metric for measuring success.
This document is a report on nonprofit content marketing practices in North America. Some key findings include:
- 61% of nonprofit professionals surveyed said they use content marketing.
- 35% said their organization is effective at content marketing.
- Only 23% said they have a documented content marketing strategy.
- Common goals for nonprofit content marketing include brand awareness (87%), engagement (84%), and client/constituent retention (82%).
- Popular metrics used to assess success include increased event attendance/participation (55%) and engagement metrics like social shares (53%).
B2B Content Marketing 2014 Benchmarks, Budgets & Trends - North America by Co...Quynh LE
The document summarizes key findings from a report on content marketing trends among B2B marketers in North America in 2014. Some of the main findings include:
- 42% of B2B marketers consider themselves effective at content marketing, up from 36% the previous year. Having a documented content strategy and person overseeing strategy are linked to increased effectiveness.
- Common goals of B2B content include brand awareness, lead generation, and customer acquisition. The most effective marketers prioritize lead generation more.
- Popular tactics include social media, articles, blogs, videos and more. Best-in-class marketers rate blogs as most effective while others rate in-person events highest.
1) A survey of B2B content marketers in North America found that more marketers now have documented content strategies (44%) and assign someone to oversee their content strategy (73%). As a result, more marketers consider themselves effective (42% up from 36% last year).
2) The survey identifies characteristics of highly effective content marketers, including having documented strategies (66%) and oversight (86%), using more tactics on average (15 vs 10) and social media platforms (7 vs 4), and allocating more budget to content (39% vs 16%) compared to less effective marketers.
3) While adoption of content marketing is high at 93%, the survey found that many marketers
The Big UK Content Marketing Benchmarks Study 2015Axonn Media
Highlights of the annual report "Content Marketing in the UK: 2015 Benchmarks, Budgets and Trends" by Content Marketing Institute and DMA UK, sponsored by Axonn Media.
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.
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.
This document discusses the results of a survey of B2B technology content marketers in North America. Some key findings include:
- 93% of technology marketers use content marketing, focusing on lead generation as a top goal.
- Only 33% have a documented content marketing strategy, though those who do see better results.
- Lead generation, engagement, and lead nurturing are the most important goals. Common metrics for success include website traffic, sales lead quality and quantity.
- Only 24% feel successful at tracking ROI of content marketing, though initiatives aim to improve measurement and content engagement.
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!
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.
This document contains an index and sections on the introduction, statement of the problem, objectives of the study, methodology, discussion and analysis, findings of the study, conclusion, and recommendations regarding a study on product placement in Indian reality television shows. The methodology section describes a sample of 120 students, with data collected through a structured questionnaire. Several tables in the discussion and analysis section show high levels of awareness and recall of product placements among viewers. Key findings include most viewers watching reality shows regularly and having good awareness and recall of brand placements. The conclusion states that placements can be an effective communication vehicle if integrated properly. Recommendations include further study of placements in other media and long-term memory effects.
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 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.
This document summarizes the key points from a webinar presentation about attracting and converting new patients through digital marketing. It discusses developing a social media strategy, providing examples of content and metrics from client case studies in the medical industry. It also covers how social media and search marketing intersect, and analyzes the website performance of over 70 medical sites to evaluate metrics like speed, mobile-friendliness, and technical SEO issues. The presentation concludes by offering a free website performance analysis to attendees.
The webinar provided guidance to business leaders on pivoting and adapting their businesses during the COVID-19 crisis. It outlined a three-phase model of surviving, pivoting/adapting, and thriving. Participants learned tools for conducting competitor analyses and reworking their product offerings. They worked in breakout groups to apply these tools and get feedback. The webinar emphasized the need for ongoing review of market trends and strategies as restrictions are lifted and businesses look to recover and capitalize on opportunities from what they've learned.
Russell Cummings provides tips for setting goals and developing an action plan for 2019. He discusses reflecting on strengths and weaknesses from the previous year. The document outlines developing 3-4 key goals or "Big Rocks" for the new year linked to objectives. Strategies and actions are then developed for each goal, identifying who is responsible and target dates. Templates are provided for documenting the action plan. Tips are given for engaging employees in the planning process through input sessions and planning days. Additional support options are outlined for working through the planning process.
This document outlines an agenda for a webinar on making the most of opportunities. The webinar covers setting expectations with teams, giving good instructions, being mindful of opportunities, and collecting information. Tips are provided for setting expectations in writing, engaging teams, focusing on tasks not methods, and ensuring resources. Good instruction involves explaining purpose, logical steps, feedback, responsibility, and follow up. Feedback should be both positive, praising specifics and context, and negative, reprimanding facts and encouraging changes. The webinar encourages keeping an open mind, listening to self talk, understanding concepts, and looking at innovation across industries. Information from the event can be collected through photos, notes, shared notebooks, and daily
Russell Cummings hosted a webinar on innovative thinking and decision making. He discussed asking great questions by focusing on purpose and intent, as well as framing questions clearly and following up. For making good decisions, he outlined defining the problem, gathering information, defining alternatives, criteria for evaluation, selecting an option, and reflecting on the process and outcome. Participants were asked to identify personal "shackles" and "shields" holding them back from potential. The webinar provided tools for reflective practice over the holidays to improve performance in 2019.
The webinar covered planning for 2019 sales, including developing a sales canvas and 90-day plan. It discussed sales competencies and the challenger sales method. Attendees were given homework tasks including creating a sales canvas and 90-day plan, identifying strengths/areas for improvement, and reading The Challenger Sale book. The goal is to help attendees improve their sales performance and planning in the new year.
The document appears to be notes from a sales training workshop conducted by Russell Cummings of Shifft for employees of Lowes. It covers various topics related to sales such as the changing business environment, challenger sales, sales mindset, competencies, resilience, time management, and developing a plan. Most of the document consists of blank pages intended for participants to take notes.
This document outlines a sales training workshop conducted by Russell Cummings. The workshop covered topics such as the changing sales environment, spot buying trends, high performance sales skills and building sales resilience. It provided exercises for participants to assess their business environment, identify their competitive advantages, craft discovery questions and build sales packages. Cummings emphasized developing a challenger sales mindset and using a tailored, consultative sales approach focused on teaching customers. Participants were encouraged to strengthen competencies like customer knowledge and develop personal resilience strategies.
This document outlines a sales training workshop delivered by Russell Cummings. The workshop covers high performance sales topics including the changing sales environment, spot buying trends, developing a challenger sales mindset, building resilience, and time management strategies. Cummings emphasizes adopting a growth mindset, using a challenger sales process of teaching customers, tailoring the message, and taking control of discussions. Exercises encourage participants to assess their own sales competencies and develop tailored packages to overcome potential objections. The workshop aims to help participants shift their sales approach to succeed in today's business environment.
This document outlines a sales training workshop conducted by Russell Cummings. The workshop covered various topics related to high performance sales such as the changing sales environment, spot buying trends, the challenger sales model, building trust and resilience. It also provided exercises for participants to assess their own sales competencies, time management, and creating an action plan. The workshop emphasized developing a growth mindset and emphasized the importance of teaching customers, tailoring the message to individual needs, and taking control of the sales process.
The document outlines the role, responsibilities, and key competencies of a Business Unit Coordinator position at a company. The Coordinator is responsible for managing business unit operations to ensure growth, profitability, and shareholder expectations. Key responsibilities include developing budgets and analyzing financial performance, building and managing a team, ensuring compliance with laws and managing risk, creating business plans, and overseeing safety. The goal is to improve productivity while maintaining quality standards.
This document outlines a job role including internal and external relationships, key tasks, competencies, inputs, and outputs. The position title and date are not provided due to placeholders in the document. The purpose and specific responsibilities of the role are not clearly defined.
This role profile outlines the tasks and competencies for a <Position> position. The role will work internally with other teams and externally with clients. The <Position> is responsible for various tasks to achieve the purpose of the role and produce key outputs while utilizing necessary inputs.
The document outlines tips for planning and onboarding team members. It discusses making planning a daily ritual using one system like a bullet journal. Strategic plans should cover 3-5 years while 90 day plans cascade down from annual operating plans. Onboarding involves getting new employees up to speed quickly through role profiles, administration processes, and a coaching approach that varies by person. Coaching keys include instructing, motivating, trusting, supervising, and building skill and enthusiasm.
This document outlines a 7 step digital marketing blueprint. The 7 steps are: 1) develop a digital marketing strategy, 2) create a website that works, 3) implement email marketing, 4) optimize search engine optimization, 5) engage in social media, 6) expand into broadcast media, and 7) leverage tools, automation, and outsourcing. Each step provides key elements to focus on such as developing customer avatars, creating lead magnets, setting up auto-responders, developing a social media strategy, and measuring digital marketing performance. The goal is to acquire customer contact details and move prospects through nurturing processes to build trust and demonstrate capabilities.
This document outlines an agenda for a webinar on coaching team members, having difficult conversations, and finding waste. It discusses change management models, coaching skills, mapping difficult conversations, slowing down to speed up, the seven types of waste, and basic accounting definitions for profit/loss statements and balance sheets. Financial levers like price, costs, overheads, and sales volume are presented as ways to increase profits. Key drivers of cash flow are identified as sales, costs of goods sold, overheads, work in progress, debtors/creditors, and debt movements.
The document outlines the agenda and notes for a planning session. The agenda includes discussions around the current plan, strategic imperatives, team engagement, annual operating plans, and managing change. Notes provide additional context on topics like developing annual operating plans, the importance of change readiness and capabilities, and tips for improving time management. The overall purpose is to review progress, determine next steps, and provide strategies and tools to improve performance and change management.
To Export or not to Export? Growing an export market for your businessTo Expo...Russell Cummings
The document discusses factors to consider when determining export readiness and provides a framework for evaluating potential new export markets. It outlines a four gate process for initial market assessment, feasibility analysis, detailed market evaluation, and rollout planning. Key factors for export readiness include domestic market performance, production capacity, financial strength, and international experience. The document recommends rating these factors and prioritizing the three lowest scores to focus on. It also provides examples of how to research potential new markets and build financial models to estimate export costs, margins, and minimum order volumes.
10 Must Have Capabilities for Business Leaders in 2017Russell Cummings
This webinar explores the 10 must-have capabilities of business leaders in 2017 to ensure that you develop not only yourself as a leader for today but ensure that you have a strong leadership team alongside you.
10 Must Have Capabilities for Business Leaders in 2017Russell Cummings
This webinar explores the 10 must-have capabilities of business leaders in 2017, shows you how to develop a Personal Development Plan for key leaders in your business and focus on the capabilities that will drive your business in 2017
In this short 30 minute webinar, Russell will cover the essential elements of finding, hiring and working closely with a Virtual Assistant to improve your productivity and theirs.
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In this article, we will dive into the extraordinary life of Ellen Burstyn, where the curtains rise on a story that's far more attractive than any script.
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During the budget session of 2024-25, the finance minister, Nirmala Sitharaman, introduced the “solar Rooftop scheme,” also known as “PM Surya Ghar Muft Bijli Yojana.” It is a subsidy offered to those who wish to put up solar panels in their homes using domestic power systems. Additionally, adopting photovoltaic technology at home allows you to lower your monthly electricity expenses. Today in this blog we will talk all about what is the PM Surya Ghar Muft Bijli Yojana. How does it work? Who is eligible for this yojana and all the other things related to this scheme?
Cover Story - China's Investment Leader - Dr. Alyce SUmsthrill
In World Expo 2010 Shanghai – the most visited Expo in the World History
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China’s official organizer of the Expo, CCPIT (China Council for the Promotion of International Trade https://en.ccpit.org/) has chosen Dr. Alyce Su as the Cover Person with Cover Story, in the Expo’s official magazine distributed throughout the Expo, showcasing China’s New Generation of Leaders to the World.
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OVERVIEW: THE STATE OF CONTENT MARKETING IN AUSTRALIA
Greetings Marketers,
Content Marketing Institute (CMI) and The Association for data-driven marketing & advertising (ADMA) are pleased to announce the
results of our second annual study on content marketing practices in Australia.
This report provides insight into how Australian for-profit marketers—both business-to-business (B2B) and business-to-consumer
(B2C)—are using content marketing. It also includes comparisons of Australian marketers with their North American and UK peers,
so marketers can see where they are similar and different.
Key insights include:
Australian marketers (52%) are more likely than North American (43%) and UK (42%) marketers to have a documented
content strategy
69% are planning to increase their content marketing budget over the next 12 months, compared with 58% of their North American
and 56% of their UK peers
81% are producing more content than they did one year ago, compared with 72% of their North American and 76% of their UK peers.
While Australian marketers are less challenged with certain areas (e.g., producing enough content and producing engaging content)
than their North American and UK peers are, they rate themselves lower in terms of overall effectiveness (33%*). With continued
advances in the field, education, and experimentation, we hope to see that confidence rise over the coming year.
On with the content marketing revolution!
Jodie Sangster
Chief Executive Officer
The Association for data-driven marketing & advertising
Joe Pulizzi
Founder
Content Marketing Institute
*Respondents who rated themselves as a 4 or 5 in terms of effectiveness (on a scale of 1 to 5, with 5 being “Very Effective”)
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Percentage of Australian Respondents
Using Content Marketing
93%use content
marketing
7%do not
use content
marketing
Content Marketing in Australia 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
93% of Australian marketers use content marketing.
USAGE
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33% of Australian marketers say they are
effective at content marketing.
Australian marketers (33%) do not rate
themselves as highly in terms of
effectiveness as their North American (41%)
and UK (48%) peers rate themselves.
OVERALL EFFECTIVENESS
How Australian Marketers Rate the
Effectiveness of Their Organization’s
Use of Content Marketing
5%
28%
51%
13%
3%
Very Effective
Not At All Effective
100 20 30 40 50 60 70 80 90 100
5
4
3
2
1
Content Marketing in Australia 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
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52% of Australian marketers have a documented
content strategy.
Australian marketers (52%) are more likely
than North American (43%) and UK (42%)
marketers to have a documented content
strategy.
STRATEGY
Percentage of Australian Marketers
Who Have a Documented Content Strategy
52%Yes
4%Unsure
43%No
Content Marketing in Australia 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
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74% of Australian organizations have someone in place
to oversee content marketing strategy.
Australian companies (74%) are more likely
than North American (72%) and UK (71%)
companies to have someone in place to
oversee content marketing strategy.
STRATEGY
Percentage of Australian
Organizations With
Someone Who Oversees
Content Marketing Strategy
74%Yes
22%No
3%Unsure
Content Marketing in Australia 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
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81% of Australian marketers are producing more
content than they did one year ago.
Australian marketers increased their
content production over the last year
more so than North American (72%)
and UK (76%) marketers did.
CONTENT VOLUME
Change in Amount of Content Creation
Among Australian Marketers
(Over Last 12 Months)
38%Significantly
More
43%More
15%Same Amount
4%Less
Content Marketing in Australia 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
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Australian marketers use an average of 13 content
marketing tactics.
Australian (80%) and
UK (86%) marketers use
blogs more frequently than
North American (75%)
marketers do.
Australian (64%) and
UK (69%) marketers
use in-person events
less frequently than
North American (74%)
marketers do.
TACTIC USAGE
Content Marketing Usage in Australia
(by Tactic)
0
20
40
60
80
100
SocialMedia–OtherthanBlogs
ArticlesonYourWebsite
eNewsletters
Blogs
CaseStudies
Videos
ArticlesonOtherWebsites
WhitePapers
Webinars/Webcasts
ResearchReports
Microsites
Infographics
BrandedContentTools
MobileContent
eBooks
PrintMagazines
Books
Podcasts
MobileApps
DigitalMagazines
PrintNewsletters
AnnualReports
Licensed/SyndicatedContent
Games/Gamification
84%
80%
In-personEvents
64%
45%
OnlinePresentations
49%
43%
48%
43%
39%
31%
34%
28%
VirtualConferences
30%32%
27%
16%
70%71%
84%
82%
72%
41%42%
30%30%
20%
18%
Content Marketing in Australia 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
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Australian marketers say eNewsletters are the
most effective tactic they use.
Australian marketers (73%) rate eNewsletters
as more effective than North American (63%)
and UK (66%) marketers do.
North American (70%) and UK (74%)
marketers rate in-person events as more
effective than Australian marketers (66%) do.
TACTIC EFFECTIVENESS
Effectiveness Ratings of Tactics Among
Australian Marketers Who Use Them
Percentage of Respondents that Consider the FollowingTactics Effective*
73%
66%
63%
62%
62%
58%
56%
58%
56%
52%
100 20 30 40 50 60 70 80 90 100
eNewsletters
In-personEvents
ResearchReports
Videos
CaseStudies
Blogs
SocialMediaContent
MobileContent
ArticlesonYourWebsite
ArticlesonOtherWebsites
*Percentage of respondents who rated these tactics as a 4 or 5
in terms of effectiveness (on a scale of 1 to 5, with 5 being “Very Effective”)
Content Marketing in Australia 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
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Australian marketers cite LinkedIn as the social media
platform they use most often to distribute content.
Australian marketers use an average of five
social media platforms to distribute content.
Australian (86%) and North American (87%)
marketers use LinkedIn most often, whereas
UK marketers use Twitter (89%) most often.
SOCIAL MEDIA USAGE
0 20 40 60 80 100
86%
79%
79%
74%
47%
29%
20%
30%
15%
14%
13%
26%
10%
LinkedIn
Facebook
Twitter
YouTube
Google+
Pinterest
Instagram
Vimeo
Flickr
StumbleUpon
Vine
SlideShare
Tumblr
9% Foursquare
PercentageofAustralianMarketers
WhoUseVariousSocialMediaPlatforms
toDistributeContent
Content Marketing in Australia 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
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Australian marketers are unsure about the
effectiveness of social media.
Australian, North American, and UK
marketers say LinkedIn is the most effective
social media platform they use to distribute
content.
North American (50%) and UK (61%)
marketers rate Twitter as more effective than
Australian (45%) marketers do.
Australian marketers rate SlideShare (49%)
as more effective than North American (43%)
and UK (41%) marketers do.
*Percentage of respondents who rated these tactics as a 4 or 5 in terms of
effectiveness (on a scale of 1 to 5, with 5 being “Very Effective”)
SOCIAL MEDIA EFFECTIVENESS
Content Marketing in Australia 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
Confidence Gap
Effectiveness Ratings of Social Media Platforms
Among Australian Marketers Who Use Them
52% 48%
51%
51%
55%
74%
57%
77%
77%
80%
49%
49%
45%
43%
26%
23%
23%
20%
SayIt’sEffective* SayIt’sLessEffective
100 90 80 70 60 50 40 30 20 10 10 20 30 40 50 60 70 80 90 100
LinkedIn
SlideShare
YouTube
Twitter
Facebook
Pinterest
Instagram
Google+
Vimeo
*Percentage of respondents who rated these tactics as a 4 or 5
in terms of effectiveness (on a scale of 1 to 5, with 5 being “Very Effective”)
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Brand awareness is the top goal for content
marketing in Australia.
Australian, North American, and UK
marketers all cite brand awareness as their
top goal for content marketing.
ORGANIZATIONAL GOALS
Organizational Goals for
Content MarketinginAustralia
72%
68%
65%
54%
40%
62%
58%
37%
79%
100 20 30 40 50 60 70 80 90 100
BrandAwareness
Engagement
LeadGeneration
CustomerAcquisition
CustomerRetention/Loyalty
WebsiteTraffic
ThoughtLeadership
Sales
LeadManagement/Nurturing
Content Marketing in Australia 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
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Australian marketers cite Web traffic as their
top content marketing metric.
Australian, North American, and UK marketers
all cite Web traffic as the metric they use most
often to measure content marketing success.
MEASUREMENT
Content Marketing in Australia 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
Metrics for Content Marketing
Success in Australia
58%
51%
45%
44%
43%
40%
40%
39%
38%
32%
32%
26%
19%
6%
33%
100 20 30 40 50 60 70 80 90 100
WebsiteTraffic
SocialMediaSharing
SEORanking
SalesLeadQuality
SalesLeadQuantity
DirectSales
TimeSpentonWebsite
QualitativeFeedbackfromCustomers
SubscriberGrowth
BenchmarkLiftofCompanyAwareness
InboundLinks
IncreasedCustomerLoyalty
BenchmarkLiftofProduct/ServiceAwareness
Cross-selling
CostSavings
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69% of Australian marketers plan to increase their
content marketing budget over the next 12 months.
More Australian marketers plan to increase
spend when compared with their North
American (58%) and UK (56%) peers.
BUDGET
Content Marketing Spending in Australia
(Over Next 12 Months)
53%Increase
22%Remain the
Same
7%Unsure
3%Decrease
16%Significantly
Increase
Content Marketing in Australia 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
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On average, Australian marketers allocate 27% of
their total budget to content marketing.
Australian marketers allocate slightly
less (27%) of their total marketing budget
to content marketing when compared with
North American (29%) and UK (31%)
marketers.
BUDGET
Percent of Total Marketing Budget Spent
onContentMarketinginAustralia
4%
6%
16%
21%
16%
14%
4%
5%
0 10 20 30 40
100%
75%-99%
50%-74%
25%-49%
10%-24%
5%-9%
1%-4%
0%
14%Unsure
Average Spent: 27%
Content Marketing in Australia 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
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Australian (48%) and UK (46%) marketers
outsource content creation slightly
more often than North American (44%)
marketers do.
INSOURCING VS. OUTSOURCING
Insourcingvs. Outsourcingof
Content Creation in Australia
49%
3%
48%
In-house Only
Both
Outsourced Only
100 20 30 40 50 60 70 80 90 100
Content Marketing in Australia 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
48% of Australian companies outsource content creation.
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Writing and design are the functions that Australian
marketers are most likely to outsource.
INSOURCING VS. OUTSOURCING
Functionsthat
Australian Marketers Outsource
64%
62%
30%
28%
21%
13%
11%
Writing
Design
ContentDistribution/Syndication
Editing
Measurement/Analytics
ContentPlanning&Strategy
Client/ConstituentPersonaCreation
100 20 30 40 50 60 70 80 90 100
Content Marketing in Australia 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
Writing and design are the top two content
marketing functions outsourced in Australia,
North America, and the UK.
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95% of Australian marketers tailor their content
in at least one way.
These patterns are fairly similar to those in
North America and the UK.
SEGMENTATION
How Australian Organizations
Tailor Content
53%
45%
45%
0 10 20 30 40 50 60
IndustryTrends
ProfileofIndividualDecisionMakers
CompanyCharacteristics
StageintheBuyingCycle
PersonalizedContentPreferences
Competitors’Content
None
57%
4%
13%
28%
Content Marketing in Australia 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
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Time and content production issues top the list of
challenges faced by Australian marketers.
Australian marketers (44%) are less
challenged with producing enough content
when compared with their North American
(53%) and UK (46%) peers.
Australian marketers (41%) are less
challenged with producing engaging content
when compared with their North American
(47%) and UK (44%) peers.
Australian marketers (41%) are more
challenged with producing a variety of
content when compared with their
North American (38%) and UK (33%) peers.
CHALLENGES
Challengesthat Australian
Content Marketers Face
66%
44%
41%
41%
38%
35%
24%
23%
22%
15%
9%
11%
LackofTime
ProducingEnoughContent
ProducingaVarietyofContent
ProducingtheKindofContentthatEngages
LackofBudget
InabilitytoMeasureContentEffectiveness
InabilitytoCollectInformationfromSMEs
LackofIntegrationAcrossMarketing
LackofKnowledgeandTraining
LackofBuy-in/Vision
LackofIntegrationAcrossHR
FindingTrainedContentMarketingProfessionals
100 20 30 40 50 60 70 80 90 100
Content Marketing in Australia 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
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Lack of time and budget are the biggest content
marketing challenges for Australian marketers.
CHALLENGES
The biggest challenges for Australian,
North American, and UK marketers are
fairly similar; however, North American
marketers (11%) are more likely to cite
producing enough content as their
biggest challenge.
Biggest Content Marketing
Challenge for AustralianMarketers
28%
16%
14%
7%
7%
5%
5%
LackofTime
LackofBudget
ProducingtheKindofContentthatEngages
ProducingaVarietyofContent
LackofKnowledgeandTraining
LackofBuy-In/Vision
ProducingEnoughContent
0 10 20 30 40 50
Content Marketing in Australia 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
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Content Marketing in Australia: 2014 Benchmarks, Budgets, and Trends was produced by Content Marketing Institute in partnership with
The Association for data-driven marketing & advertising (ADMA) and sponsored by King Content.
The fourth annual Content Marketing Survey, from which the results of this report were generated, was mailed electronically to a sample of
marketers using lists from Content Marketing Institute, MarketingProfs, Brightcove, Blackbaud, King Content, The Association for data-driven
marketing & advertising (ADMA), the Direct Marketing Association UK (DMA), Industry Week, and New Equipment Digest. A total of 4,397 recipients
from around the globe—representing a full range of industries, functional areas, and company sizes—responded throughout July and August
2013.
Of those 4,397 respondents, 159 identified themselves as for-profit marketers in Australia (116 B2B and 43 B2C); 1,622 identified themselves as for-profit
marketers in North America (1,315 B2B and 307 B2C); and 198 identified themselves as for-profit marketers in the UK (155 B2B and 43 B2C).
Content Marketing in Australia: 2014 Benchmarks, Budgets, and Trends reports primarily on the findings from the 159 Australian respondents, and,
in some areas, provides comparisons against the responses that the North American and UK for-profit marketers provided.
Australian Industry
Classification
25%
Advertising/
Communications/
Marketing/PR
8%
Publishing/Media
8%
6%6%
Software Design/
Development/
Distribution
Internet/Online
Services
Consulting
5%
Insurance
42%
Other
SizeofAustralian Company
(by Employees)
Micro
(Fewer than
10 Employees)
36%
Small
(10-99 Employees)
23%
Midsize
(100-999
Employees)
Large
(1,000+ Employees)
19%
22%
Australian
Job Title/Function
7%
7%
6%
6%
2%
Corporate Management/Owner
28%
Content Creation/
Management
8%
Marketing/
Advertising/
Communications/
PR Management
36%General Management
Consultant
Sales/Business
Management
Marketing Administration/Support
Other
23. 23
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About Content Marketing Institute:
Content Marketing Institute (CMI) is the leading global content marketing education and
training organization. CMI teaches enterprise brands how to attract and retain customers
through compelling, multi-channel storytelling. CMI’s Content Marketing World, the largest
content marketing-focused event, is held every September, and Content Marketing World
Sydney, every March. CMI also produces the quarterly magazine Chief Content Officer, and
provides strategic consulting and content marketing research for some of the best-known
brands in the world. CMI is a 2012 and 2013 Inc. 500 company. View all original CMI research at
www.contentmarketinginstitute.com/research.
About ADMA:
The Association for data-driven marketing & advertising (ADMA) is the principal industry body for information-based
marketing and advertising and is the largest marketing and advertising body in Australia with more than 500 member
organisations.
ADMA represents the new era of marketing and advertising—a 360 view from end-to-end.
• From marketing to advertising
• From effective to creative
• From above to below
• From measurable to engaging
ADMA is the ultimate authority and go-to resource for creative and effective data-driven marketing across all channels and
platforms, providing knowledge, advocacy, insight, and innovation to advance responsive and enlightened marketing.
About King Content:
Launched in 2010, King Content is Australia’s most awarded digital content marketing agency. King Content plans, creates,
and distributes high-quality content for owned assets and social media platforms, working with brands including American
Express, NRMA, CBA, Optus, and AMP Capital on their content marketing strategies. King Content has offices in Sydney,
Melbourne, and Singapore.
For more insights on content
marketing, register for Content
Marketing World Sydney being held
31 March – 02 April, 2014.