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Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends 
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TABLE OF CONTENTS 
2 
 Welcome................................................................................................................................................. 3 
 Usage & Overall Effectiveness.............................................................................................................. 4 
 Strategy & Organization........................................................................................................................ 6 
 Goals & Metrics..................................................................................................................................... 10 
 Content Creation & Distribution........................................................................................................ 13 
 Budgets & Spending............................................................................................................................ 22 
 Challenges & Initiatives...................................................................................................................... 24 
 Comparison Chart: Comparison of Most Effective vs. 
Least Effective Australian Content Marketers.................................................................................. 29 
 Comparison Chart: Documented vs. Verbal-Only Content Marketing Strategy.......................... 30 
 Demographics...................................................................................................................................... 31 
 About..................................................................................................................................................... 32 
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WELCOME 
Hello Content Marketers, 
Welcome to Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends. 
This is the third year that Content Marketing Institute and the Association for Data-driven 
Marketing and Advertising (ADMA) have partnered to produce this report. This 
year, we look at how Australian for-profit marketers (both business-to-business and 
business-to-consumer) approach content marketing as compared with last year. 
The findings this year point to experimentation with content marketing tactics. For 
example, we found that fewer marketers are using blogs, but at the same time the 
effectiveness rating for blogs has increased. On the other hand, more marketers are 
using in-person events, which is positive, considering it’s rated the most effective tactic. 
While the percentage of marketers who consider their companies to be effective at 
content marketing decreased slightly (33% said they were effective last year vs. 29% 
this year), the survey points to a solution: a documented contented marketing strategy. 
Clearly, there is work to be done. We’re looking forward to providing you with 
resources as you move onward. 
Yours in content, 
Joe & Jodie 
Joe Pulizzi 
Founder 
Content Marketing Institute 
Jodie Sangster 
Chief Executive Officer 
The Association for 
Data-driven Marketing 
and Advertising 
3 
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USAGE & OVERALL EFFECTIVENESS Does your organization 
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use content marketing? 
89% say yes 
Last year, 93% of Australian respondents said 
they use content marketing. Back then, we 
defined content marketing as the “creation and 
distribution of educational and/or compelling 
content in multiple media formats to attract and/ 
or retain customers.” 
This year, we defined content marketing 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.” 
The new definition—crafted by Content 
Marketing Institute in early 2014—better reflects 
how content marketing has grown from the mere 
“creation and distribution” of content to a formal 
business discipline. 
Percentage of Australian Respondents 
Using Content Marketing 
89% 
Yes 
11% 
No 
Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
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USAGE & OVERALL EFFECTIVENESS 
5 
Overall, how effective is 
your organization at 
content marketing? 
29% say they are effective 
Note: For purposes of our annual survey, 
we define effectiveness as “accomplishing 
your overall objectives.” Those who rate their 
organizations a 4 or 5 (on a scale of 1 to 5, with 
5 being “Very Effective” and 1 being “Not at all 
Effective”) become our “most effective” or “best-in- 
class.” The 1s and 2s are considered “least 
effective,” while the 3s are neutral. 
Last year, 33% of Australian marketers said they 
were effective. Having a documented content 
marketing strategy helps in this regard: 44% of 
those who possess one say they are effective. 
How Australian Marketers Rate the 
Effectiveness of Their Organization’s 
Use of Content Marketing 
Very Effective 5% 
24% 
0 10 20 30 40 50 
50% 
18% 
Not At All Effective 3% 
5 
4 
3 
2 
1 
Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
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STRATEGY & ORGANIZATION 
6 
Does your organization 
have a content marketing 
strategy? 
37% say they have a 
documented strategy 
Percentage of Australian Marketers 
Who Have a Content Marketing Strategy 
Last year, we asked marketers for the first time 
Yes, and it is documented 37% 
whether or not they had a documented content 
marketing strategy. The high percentage who 
Yes, but it is not documented 46% 
said no (43%) left us wondering whether some 
had a strategy but had simply not taken the 
No 12% 
time to document it. So this year we worded 
the question differently and discovered that 
Unsure 5% 
46% of marketers are using a verbal-only 
strategy. The 37% who have documented their 
strategy are more effective in nearly all aspects 
of content marketing when compared with 
Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA 
those who have not. 0 10 20 30 40 50
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STRATEGY & ORGANIZATION 
Very closely 40% 
Somewhat 56% 
We rarely use it 3% 
Unsure 1% 
0 10 20 30 40 50 60 
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How closely does your 
content marketing strategy 
guide your organization’s 
content marketing efforts? 
40% say very closely 
Having a strategy is one thing—following it 
is another. The more effective the Australian 
marketer, the more likely it is that his or her 
organization follows the strategy very closely 
(65% of the most effective follow their strategy 
very closely). 
Percentage of Australian Marketers 
Who Say Strategy Guides Efforts 
Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
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STRATEGY & ORGANIZATION 
Yes, and it functions independently as its own unit 12% 
Yes, and it works horizontally across the organization silos 27% 
No, but planning to have one 23% 
No, and no plans to have one that I know of 38% 
0 10 20 30 40 50 60 
8 
Does your organization 
have a dedicated content 
marketing group? 
39% say yes 
This is a new question on our annual survey. 
The most effective marketers are more likely to 
have a dedicated group (54%) when compared 
with the total sample (39%). The same is true 
for those who have a documented content 
marketing strategy (60%). 
Percentage of Australian Marketers Who 
Have a Dedicated Content Marketing Group 
Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
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STRATEGY & ORGANIZATION 
9 
Which area in your 
organization is accountable 
for content marketing? 
25% say product marketing 
Smaller companies are more likely than larger 
ones to report directly to the owner/C-level. 
Areas Accountable for 
Australian Content Marketing 
Product Marketing 
Owner/C-level 
Demand Gen Marketing 
PR/Corporate Communications 
Social Team/Social CRM 
Other 
No one, Unsure, or No Answer 
25% 
23% 
6% 
11% 
17% 
7% 
12% 
Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
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GOALS & METRICS 
10 
How important is each 
of the following content 
marketing goals to your 
organization? 
87% say engagement 
is important 
Note: Percentages shown represent marketers who 
rated each goal a 4 or 5 on a 5-point scale where 
5 = “Very Important” and 1 = “Not at all Important.” 
As they did last year, Australian marketers most 
often cited engagement, brand awareness, and 
lead generation as goals for content marketing. 
The most effective Australian marketers place 
higher importance on all the goals shown here 
when compared with the total sample. 
Customer evangelism was a new option on the 
survey this year. 
Organizational Goals for 
Australian Content Marketing 
Engagement 
Brand Awareness 
Lead Generation 
Customer Retention/Loyalty 
Sales 
Lead Nurturing 
Upsell/Cross-sell 
Customer Evangelism 
87% 
85% 
79% 
78% 
74% 
73% 
62% 
59% 
0 10 20 30 40 50 60 70 80 90 
Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
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Which metrics does your 
organization use to assess 
content marketing success? 
60% say website traffic 
Note: Fewer than 30% cited the following 
metrics: Sales Lead Quantity (29%), Benchmark 
Lift of Company Awareness (29%), Inbound 
Links (28%), Benchmark Lift of Product/Service 
Awareness (21%), Customer Renewal Rates (19%), 
and Cost Savings (8%). 
Regardless of how effective they are at content 
marketing, Australian marketers cite website 
traffic as the metric they use most often to 
gauge content marketing success. Website 
traffic topped this list last year as well. 
GOALS & METRICS 
Metrics for Australian 
Content Marketing Success 
Website Traffic 
Higher Conversion Rates 
Sales 
SEO Ranking 
Time Spent on Website 
Sales Lead Quality 
Qualitative Feedback from Customers 
Subscriber Growth 
60% 
46% 
46% 
39% 
38% 
37% 
37% 
32% 
0 10 20 30 40 50 60 70 
Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
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12 
How successful is your 
organization at tracking 
the ROI of its content 
marketing program? 
20% say they 
are successful 
As these percentages show, many Australian 
marketers have a difficult time tracking ROI. 
Having a documented content marketing strategy 
helps, though, as 33% of those who possess one 
are successful in this area, compared with the 
20% average for the total sample. 
GOALS & METRICS 
How Australian Marketers Rate 
Their Organization’s Success 
at Tracking ROI 
Very Successful 5% 
15% 
32% 
24% 
Not At All Successful 9% 
We Do Not Track 13% 
0 10 20 30 40 50 
5 
4 
3 
2 
1 
Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
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Change in Australian Content Creation 
13 
Compared with one year 
ago, how much content is 
your organization creating? 
74% are creating more 
This percentage decreased from last year, when 
81% said they were creating more content. 
Of the total sample, however, the marketers 
who have a documented content marketing 
strategy reported an increase (87% say they are 
creating more content). 
CONTENT CREATION & DISTRIBUTION 
(Over Last 12 Months) 
Significantly More 
More 
Same Amount 
Less 
Unsure 
32% 
2% 
4% 
42% 
18% 
Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
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How many different 
audiences does your 
organization target 
with separate content 
marketing strategies? 
The average number is 4 
In general, the larger the Australian 
organization, the more audiences it targets. 
Enterprise firms (1,000+ employees) target 
an average of 5. 
CONTENT CREATION & DISTRIBUTION 
Number of Audiences 
that Australian Marketers Target 
7% 
5% 
29% 
45% 
5% 
10% 
0 10 20 30 40 50 
10+ 
7-10 
4-6 
2-3 
1 
Unsure 
Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
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15 
Which content marketing 
tactics does your 
organization use? 
Use of in-person events has 
increased, while blog usage 
has decreased 
Average Number Used: 12 
Note: Fewer than 45% said they use the following tactics: Print 
Magazines (43%), Branded Content Tools (40%), White Papers (40%), 
Webinars (39%), Mobile Apps (38%), Digital Magazines (32%), Print 
Newsletters (29%), eBooks (28%), Books (24%), Podcasts (22%), 
Virtual Conferences (20%), and Games/Gamification (15%). 
Australian marketers are using fewer content marketing tactics, 
on average, than they did last year (12 this year vs. 13 last year). 
The same three tactics top the list of most widely used: social 
media content (other than blogs), articles on your website, and 
eNewsletters. 
The biggest decrease in usage has been with blogs (80% last year vs. 
68% this year). Yet at the same time, the effectiveness rating for blogs 
increased (from 58% last year to 62% this year). 
The biggest increases in usage have been with: 
• Infographics (43% last year vs. 61% this year) 
• In-person Events (64% last year vs. 74% this year) 
• Microsites (48% last year vs. 54% this year). 
Illustrations/photos was a new option on the survey this year. 
CONTENT CREATION & DISTRIBUTION 
Australian Content Marketing Tactic Usage 
Social Media Content – other than blogs 
Articles on Your Website 
eNewsletters 
In-person Events 
Case Studies 
Videos 
Blogs 
Illustrations/Photos 
Infographics 
Microsites 
Online Presentations 
Research Reports 
86% 
85% 
83% 
74% 
72% 
72% 
68% 
66% 
61% 
54% 
47% 
45% 
0 10 20 30 40 50 60 70 80 90 100 
Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
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How effective are the 
following tactics that 
you use? 
65% say in-person events 
are effective 
These are the 10 tactics that Australian 
marketers find most effective. 
Enewsletters, which came in first last year at 
73%, decreased to 62% this year. In-person 
events stayed about the same (66% last year). 
Research reports decreased from 63% last 
year to 50% this year. Videos decreased from 
62% to 53%. 
White papers and microsites are both new to 
the top 10 effective list this year. 
CONTENT CREATION & DISTRIBUTION 
Effectiveness Ratings 
for Australian Tactics 
65% 
62% 
62% 
61% 
57% 
57% 
53% 
53% 
52% 
50% 
In-person Events 
eNewsletters 
Blogs 
White Papers 
Microsites 
Case Studies 
Social Media Content – other than blogs 
Videos 
Articles on Your Website 
Research Reports 
0 10 20 30 40 50 60 70 80 
Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
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Which social media 
platforms does your 
organization use to 
distribute content? 
83% use LinkedIn 
Average Number Used: 6 
Note: Fewer than 25% said they use the following 
platforms: Vimeo (24%), SlideShare (23%), Flickr 
(13%), Tumblr (10%), StumbleUpon (8%), 
Foursquare (8%), SnapChat (7%), and Vine (6%). 
Last year, Australian marketers used an average 
of 5 social media platforms, compared with 
6 this year. 
The percentages shown here are similar to last 
year’s with one notable exception: usage of 
Google+ has increased by 12 percentage points 
(47% last year vs. 59% this year). 
CONTENT CREATION & DISTRIBUTION 
LinkedIn 
Facebook 
Twitter 
YouTube 
Google+ 
Instagram 
Pinterest 
Vimeo 
SlideShare 
Australian Content Marketing 
Social Media Platform Usage 
83% 
81% 
79% 
70% 
59% 
33% 
31% 
24% 
23% 
0 10 20 30 40 50 60 70 80 90 100 
Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
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How effective are the 
social media platforms 
that you use? 
57% say LinkedIn is effective 
These are the 7 social media platforms that 
Australian marketers find most effective. 
The percentages shown here are fairly similar 
to those reported last year. The most notable 
change is with Twitter (45% last year vs. 53% 
this year). 
CONTENT CREATION & DISTRIBUTION 
Effectiveness Ratings for 
Australian Social Media Platforms 
LinkedIn 
Twitter 
YouTube 
Facebook 
31% 
25% 
19% 
Instagram 
Pinterest 
Google+ 
57% 
53% 
48% 
46% 
0 10 20 30 40 50 60 70 
Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
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19 
How often does your 
organization publish new 
content that supports 
its content marketing 
program? 
49% say daily or multiple 
times per week 
72% of the most effective Australian marketers 
publish new content daily or multiple times per 
week, compared with 49% of the total sample. 
CONTENT CREATION & DISTRIBUTION 
How Often Australian Marketers 
Publish New Content 
Daily 
Multiple Times per Week 
Weekly 
Multiple Times per Month 
Monthly 
Less than Once per Month 
Unsure 
18% 
31% 
7% 
8% 
15% 
4% 
15% 
Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
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20 
Which paid advertising 
methods do you use to 
promote/distribute 
content? 
68% say they use search 
engine marketing (SEM) 
Average Number Used: 4 
This was a new question on the survey. 
The most effective content marketers were 
more likely than the total sample to say 
they use online banner ads (65% vs. 58%), 
native advertising (54% vs. 42%) and content 
discovery tools (23% vs. 16%); their usage of the 
other methods was fairly similar. 
In addition, there is a correlation between 
company size and the number of paid methods 
used. For example, small organizations (1-10 
employees) use an average of 3 paid methods, 
whereas enterprise companies (1,000+ 
employees) use an average of 5. 
CONTENT CREATION & DISTRIBUTION 
Australian Paid Advertising Usage 
68% 
63% 
62% 
58% 
50% 
Search Engine Marketing (SEM) 
Social Ads (e.g., LinkedIn ads) 
Print or Other Offline Promotion 
Traditional Online Banner Ads 
Promoted Posts (e.g., promoted Tweets) 
Native Advertising 
Content Discovery Tools 
42% 
16% 
0 10 20 30 40 50 60 70 
Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
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21 
How effective are the 
paid advertising methods 
that you use to distribute 
content? 
Australian marketers have 
the most confidence in 
search engine marketing 
Note: Percentages shown represent marketers who 
rated each method a 4 or 5 on a 5-point scale where 
5 = “Very Effective” and 1 = “Not at all Effective.” 
Not only is search engine marketing (SEM) the 
paid method that Australian marketers use most 
to promote content, it’s also the one they view as 
most effective. 
The most effective Australian marketers are much 
more likely to say print or other offline promotion 
is effective when compared with the total sample 
(63% vs. 42%); they also look more favorably upon 
social ads (52% vs. 42%). 
CONTENT CREATION & DISTRIBUTION 
Effectiveness Ratings for 
Australian Paid Advertising Methods 
Search Engine Marketing (SEM) 
Print or Other Offline Promotion 
Social Ads (e.g., LinkedIn ads) 
Promoted Posts (e.g., promoted Tweets) 
Content Discovery Tools 
Native Advertising 
Traditional Online Banner Ads 
61% 
42% 
42% 
40% 
33% 
33% 
32% 
0 10 20 30 40 50 60 70 
Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
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22 
Approximately what 
percentage of your 
organization’s total 
marketing budget (not 
including staff) is spent on 
content marketing? 
The average is 27% 
This figure remains the same as last year. 
However, there are differences based on: 
• Effectiveness—the most effective marketers 
spend 36% and the least effective spend 14% 
• Strategy—those who have a documented 
content marketing strategy spend 31%, those 
who have a verbal strategy spend 25%, and 
those without a strategy spend 13% 
• Company size—enterprise companies (1,000+ 
employees) spend 19% and small companies 
(10-99 employees) spend 28% 
BUDGETS & SPENDING 
Percentage of Total Marketing Budget 
Spent on Australian Content Marketing 
100% 
75-99% 
50-74% 
25-49% 
10-24% 
1-9% 
0% 
Unsure 
2% 
3% 
11% 
13% 
21% 
29% 
1% 
18% 
0 10 20 30 40 50 
Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
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23 
How do you expect your 
organization’s content 
marketing budget to 
change in the next 12 
months? 
63% say they will increase 
spending 
Last year, 69% said they would increase 
spending, compared with 63% this year. 
73% of those who have a documented content 
marketing strategy plan to increase spending, 
as do 70% of marketers who work for enterprise 
companies (1,000+ employees). 
BUDGETS & SPENDING 
Australian Content Marketing Spending 
(Over Next 12 Months) 
Significantly Increase 14% 
Increase 
Remain the Same 
Decrease 1% 
49% 
30% 
Unsure 4% 
0 10 20 30 40 50 
Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
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24 
With regard to content 
marketing, how challenged 
are you with each of the 
following? 
50% say producing engaging 
content is a challenge 
Note: Percentages shown represent marketers who 
rated each challenge a 4 or 5 on a 5-point scale where 
5 = “Very Challenged” and 1 = “Not at all Challenged.” 
The percentage of marketers who cited each of these 
challenges increased this year, with the exception 
of producing a variety of content (41% last year vs. 
37% this year). Technology-related challenges was 
a new choice on the survey, and producing content 
consistently replaced producing enough content. 
The biggest increases are with finding trained content 
marketing professionals (9% last year vs. 31% this 
year) and lack of buy-in/vision from higher-ups (15% 
last year vs. 32% this year). 
CHALLENGES & INITIATIVES 
Challenges that Australian Marketers Face 
50% 
48% 
46% 
44% 
Producing Engaging Content 
Lack of Budget 
Producing Content Consistently 
Measuring Content Effectiveness 
Gaps in Knowledge and Skills of Internal Team 
Producing a Variety of Content 
Lack of Integration Across Marketing 
Lack of Buy-in/Vision from Higher-Ups 
Finding Trained Content Marketing Professionals 
Technology-related Challenges 
0 10 20 30 40 50 60 70 
37% 
37% 
35% 
32% 
31% 
26% 
Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
CHALLENGES & INITIATIVES 
Which content marketing initiatives are you working on? 
A high percentage are focused on audience-centered activities. 
New this year, we presented marketers with a list of 28 initiatives. We asked them to select one of three options for each: 
working on now, plan to begin working on within 12 months, and not a priority . 
Australian marketers are working on an aver age of 14 initiatives, and plan t o begin working on 9 mor e, on average, over the 
next 12 months. 
The highest percentages of Australian marketers are presently working on: 
 Better understanding of audience: 67% 
 Creating more engaging/higher-quality content: 67% 
 Organizing content on website: 65% 
 Creating visual content: 61% 
 Better converting website visitors: 60% 
As for which they plan to begin working on within 12 months, the highest percentages selected: 
 Measuring content marketing ROI: 41% 
 Content curation strategies: 40% 
 Creating a channel plan for social media: 38% 
 Understanding/using content marketing technology: 38% 
 Content personalization: 35% 
The initiatives appearing on the following pages are the 10 that received the highest combined percentages of 
“working on now” and “plan t o begin working on within 12 months.” 
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CHALLENGES & INITIATIVES 
Better Understanding of What 
Content is Effective—and What Isn’t 
26 
Better Understanding 
of Audience 
Creating More 
Engaging Content 
5% 6% 
58% 23% 67% 22% 67% 
Now Within 12 Months Not a Priority No Answer 
4% 
33% 
5% 5% 5% 
Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA 
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CHALLENGES & INITIATIVES 
27 
Optimizing Content 
Organizing Content 
on Website 
Better Converting 
Website Visitors 
7% 8% 
55% 27% 60% 22% 65% 
Now Within 12 Months Not a Priority No Answer 
33% 
4% 6% 5% 8% 
Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA 
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CHALLENGES & INITIATIVES 
28 
Measuring Content Marketing ROI 
Finding More/Better Ways 
Creating Visual Content to Repurpose Content 
10% 11% 
46% 25% 61% 56% 
28% 
Now Within 12 Months 
Not a Priority No Answer 
9% 
41% 
4% 
Tying Content to Business Goals 
54% 
12% 
30% 
4% 
4% 4% 
Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA 
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COMPARISON CHART 
Comparison of Most Effective vs. Least Effective 
Australian Content Marketers Total 
 Has a documented content marketing strategy.........................................................................................55%................... 37%................... 13% 
 Has a content marketing strategy, but it’s not documented.....................................................................37%................... 46%................... 46% 
 Content marketing strategy very closely guides efforts.............................................................................65%................... 40%................... 19% 
 Content marketing strategy somewhat guides efforts...............................................................................35%................... 56%................... 63% 
 Has a dedicated content marketing group.................................................................................................54%................... 39%................... 14% 
 Is successful at tracking ROI........................................................................................................................47%................... 20%.................... 9% 
 Average number of tactics used................................................................................................................... 14...................... 12........................9 
 Average number of social platforms used.....................................................................................................6........................ 6.........................5 
 Publishes new content daily or multiple times per week..........................................................................72%................... 49%................... 19% 
 Percentage of total budget allocated to content marketing......................................................................36%................... 27%................... 14% 
 Average number of initiatives working on now........................................................................................... 16...................... 14.......................10 
 Average number of initiatives planning to begin working on within 12 months.........................................7........................ 9........................11 
29 
Most 
Effective 
Sample 
Least 
Effective 
Chart term definitions: A “best-in-class” content marketer (aka “most effective”) is one who rates his or her organization a 4 or 5 in terms of effectiveness on a scale of 1 to 5, 
with 5 being “Very Effective” and 1 being “Not at all Effective.” Those who rate themselves 1 or 2 are the “least effective.” 
Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA 
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COMPARISON CHART 
Documented vs. Verbal-Only 
Content Marketing Strategy Verbal 
 Considers organization to be effective at content marketing.............................................................................................. 44%................... 23% 
 Content marketing strategy very closely guides efforts....................................................................................................... 56%................... 27% 
 Content marketing strategy somewhat guides efforts......................................................................................................... 44%................... 65% 
 Has a dedicated content marketing group........................................................................................................................... 60%................... 27% 
 Is successful at tracking ROI.................................................................................................................................................. 33%................... 15% 
 Average number of tactics used.............................................................................................................................................. 14.......................11 
 Average number of social platforms used............................................................................................................................... 6.........................5 
 Publishes new content daily or multiple times per week.................................................................................................... 62%................... 49% 
 Percentage of total budget allocated to content marketing................................................................................................ 32%................... 25% 
 Challenged with producing engaging content..................................................................................................................... 43%................... 51% 
 Challenged with producing content consistently................................................................................................................. 34%................... 50% 
 Average number of initiatives working on now...................................................................................................................... 17.......................12 
 Average number of initiatives planning to begin working on within 12 months................................................................... 6........................10 
30 
Documented 
Strategy 
Strategy 
Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA 
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DEMOGRAPHICS 
Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends is produced by Content Marketing Institute in partnership with the Association 
for Data-driven Marketing and Advertising (ADMA) and sponsored by Brightcove. 
The fifth annual content marketing survey, from which the results of this third annual Australia report were generated, was mailed electronically to a 
sample of marketers using lists from Content Marketing Institute, ADMA, MarketingProfs, Brightcove, Blackbaud, the Business Marketing Association 
(BMA), EnVeritas Group (EVG), the Direct Marketing Association UK (DMA), Industry Week, New Equipment Digest, WTWH Media, and Corporate Financial 
Group. 
A total of 5,167 recipients from around the globe—representing a full range of industries, functional areas, and company sizes—responded to the annual 
survey throughout July and A ugust 2014. This r eport presents the findings fr om the 251 r espondents who said the y were for-profit marketers in Australia 
(136 B2B, 40 B2C, and 75 both B2B+B2C). Additional r eports based on the annual sur vey 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. 
31 
Size of Australian Company 
Australian Industry Classification (by Employees) 
Australian Job Title/Function 
19% 
22% 
51% 
13% 
4% 
8% 
13% 
11% 
32% 
21% 25% 
11% 
10% 
8% 9% 
37% 
6% 
■ Advertising/Communications/ 
Marketing/PR 
■ Banking/Accounting/Financial 
■ Publishing/Media 
■ Technology 
■ Consulting 
■ Education 
■ Other 
■ Marketing/Advertising/ 
Communications/PR Management 
■ Corporate Management/Owner 
■ Marketing Administration/Support 
■ Content Creation/Management 
■ Consultant 
■ Other 
■ Micro (Fewer than 10 Employees) 
■ Small (10-99 Employees) 
■ Midsize (100-999 Employees) 
■ Large (1,000+ Employees) 
SponSored by
ABOUT 
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 event, 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, 2013, and 2014 Inc. 500 company. View all CMI research at www.contentmarketinginstitute.com/research. Learn how to create a 
documented content marketing strategy, a key component for improving overall content marketing effectiveness. 
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 lar gest marketing and advertising body in A ustralia with more than 600 member or ganisations. 
ADMA represents the new era of marketing and advertising—a 360 vie w 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 Brightcove 
Brightcove Inc. (NASDAQ:BCOV) is a leading global provider of powerful cloud solutions for delivering and monetizing video across 
connected devices. The company offers a full suite of products and services that reduce the cost and complexity associated with publishing, 
distributing, measuring and monetizing video across devices. Brightcove has more than 5,500 customers in over 70 countries that rely on the 
company’s cloud solutions to successfully publish high-quality video experiences to audiences everywhere. 
To learn more, visit www.brightcove.com. 
For more information about this report, contact research@contentinstitute.com. 
32 
SponSored by

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Content Marketing in Australia 2015: Benchmarks, Budgets and Trends - by Content Marketing Institute and ADMA, sponsored by Brightcove

  • 1. Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends SponSored by
  • 2. TABLE OF CONTENTS 2  Welcome................................................................................................................................................. 3  Usage & Overall Effectiveness.............................................................................................................. 4  Strategy & Organization........................................................................................................................ 6  Goals & Metrics..................................................................................................................................... 10  Content Creation & Distribution........................................................................................................ 13  Budgets & Spending............................................................................................................................ 22  Challenges & Initiatives...................................................................................................................... 24  Comparison Chart: Comparison of Most Effective vs. Least Effective Australian Content Marketers.................................................................................. 29  Comparison Chart: Documented vs. Verbal-Only Content Marketing Strategy.......................... 30  Demographics...................................................................................................................................... 31  About..................................................................................................................................................... 32 SponSored by
  • 3. WELCOME Hello Content Marketers, Welcome to Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends. This is the third year that Content Marketing Institute and the Association for Data-driven Marketing and Advertising (ADMA) have partnered to produce this report. This year, we look at how Australian for-profit marketers (both business-to-business and business-to-consumer) approach content marketing as compared with last year. The findings this year point to experimentation with content marketing tactics. For example, we found that fewer marketers are using blogs, but at the same time the effectiveness rating for blogs has increased. On the other hand, more marketers are using in-person events, which is positive, considering it’s rated the most effective tactic. While the percentage of marketers who consider their companies to be effective at content marketing decreased slightly (33% said they were effective last year vs. 29% this year), the survey points to a solution: a documented contented marketing strategy. Clearly, there is work to be done. We’re looking forward to providing you with resources as you move onward. Yours in content, Joe & Jodie Joe Pulizzi Founder Content Marketing Institute Jodie Sangster Chief Executive Officer The Association for Data-driven Marketing and Advertising 3 SponSored by
  • 4. USAGE & OVERALL EFFECTIVENESS Does your organization SponSored by 4 use content marketing? 89% say yes Last year, 93% of Australian respondents said they use content marketing. Back then, we defined content marketing as the “creation and distribution of educational and/or compelling content in multiple media formats to attract and/ or retain customers.” This year, we defined content marketing 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.” The new definition—crafted by Content Marketing Institute in early 2014—better reflects how content marketing has grown from the mere “creation and distribution” of content to a formal business discipline. Percentage of Australian Respondents Using Content Marketing 89% Yes 11% No Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
  • 5. SponSored by USAGE & OVERALL EFFECTIVENESS 5 Overall, how effective is your organization at content marketing? 29% say they are effective Note: For purposes of our annual survey, we define effectiveness as “accomplishing your overall objectives.” Those who rate their organizations a 4 or 5 (on a scale of 1 to 5, with 5 being “Very Effective” and 1 being “Not at all Effective”) become our “most effective” or “best-in- class.” The 1s and 2s are considered “least effective,” while the 3s are neutral. Last year, 33% of Australian marketers said they were effective. Having a documented content marketing strategy helps in this regard: 44% of those who possess one say they are effective. How Australian Marketers Rate the Effectiveness of Their Organization’s Use of Content Marketing Very Effective 5% 24% 0 10 20 30 40 50 50% 18% Not At All Effective 3% 5 4 3 2 1 Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
  • 6. SponSored by STRATEGY & ORGANIZATION 6 Does your organization have a content marketing strategy? 37% say they have a documented strategy Percentage of Australian Marketers Who Have a Content Marketing Strategy Last year, we asked marketers for the first time Yes, and it is documented 37% whether or not they had a documented content marketing strategy. The high percentage who Yes, but it is not documented 46% said no (43%) left us wondering whether some had a strategy but had simply not taken the No 12% time to document it. So this year we worded the question differently and discovered that Unsure 5% 46% of marketers are using a verbal-only strategy. The 37% who have documented their strategy are more effective in nearly all aspects of content marketing when compared with Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA those who have not. 0 10 20 30 40 50
  • 7. SponSored by STRATEGY & ORGANIZATION Very closely 40% Somewhat 56% We rarely use it 3% Unsure 1% 0 10 20 30 40 50 60 7 How closely does your content marketing strategy guide your organization’s content marketing efforts? 40% say very closely Having a strategy is one thing—following it is another. The more effective the Australian marketer, the more likely it is that his or her organization follows the strategy very closely (65% of the most effective follow their strategy very closely). Percentage of Australian Marketers Who Say Strategy Guides Efforts Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
  • 8. SponSored by STRATEGY & ORGANIZATION Yes, and it functions independently as its own unit 12% Yes, and it works horizontally across the organization silos 27% No, but planning to have one 23% No, and no plans to have one that I know of 38% 0 10 20 30 40 50 60 8 Does your organization have a dedicated content marketing group? 39% say yes This is a new question on our annual survey. The most effective marketers are more likely to have a dedicated group (54%) when compared with the total sample (39%). The same is true for those who have a documented content marketing strategy (60%). Percentage of Australian Marketers Who Have a Dedicated Content Marketing Group Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
  • 9. SponSored by STRATEGY & ORGANIZATION 9 Which area in your organization is accountable for content marketing? 25% say product marketing Smaller companies are more likely than larger ones to report directly to the owner/C-level. Areas Accountable for Australian Content Marketing Product Marketing Owner/C-level Demand Gen Marketing PR/Corporate Communications Social Team/Social CRM Other No one, Unsure, or No Answer 25% 23% 6% 11% 17% 7% 12% Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
  • 10. SponSored by GOALS & METRICS 10 How important is each of the following content marketing goals to your organization? 87% say engagement is important Note: Percentages shown represent marketers who rated each goal a 4 or 5 on a 5-point scale where 5 = “Very Important” and 1 = “Not at all Important.” As they did last year, Australian marketers most often cited engagement, brand awareness, and lead generation as goals for content marketing. The most effective Australian marketers place higher importance on all the goals shown here when compared with the total sample. Customer evangelism was a new option on the survey this year. Organizational Goals for Australian Content Marketing Engagement Brand Awareness Lead Generation Customer Retention/Loyalty Sales Lead Nurturing Upsell/Cross-sell Customer Evangelism 87% 85% 79% 78% 74% 73% 62% 59% 0 10 20 30 40 50 60 70 80 90 Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
  • 11. SponSored by 11 Which metrics does your organization use to assess content marketing success? 60% say website traffic Note: Fewer than 30% cited the following metrics: Sales Lead Quantity (29%), Benchmark Lift of Company Awareness (29%), Inbound Links (28%), Benchmark Lift of Product/Service Awareness (21%), Customer Renewal Rates (19%), and Cost Savings (8%). Regardless of how effective they are at content marketing, Australian marketers cite website traffic as the metric they use most often to gauge content marketing success. Website traffic topped this list last year as well. GOALS & METRICS Metrics for Australian Content Marketing Success Website Traffic Higher Conversion Rates Sales SEO Ranking Time Spent on Website Sales Lead Quality Qualitative Feedback from Customers Subscriber Growth 60% 46% 46% 39% 38% 37% 37% 32% 0 10 20 30 40 50 60 70 Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
  • 12. SponSored by 12 How successful is your organization at tracking the ROI of its content marketing program? 20% say they are successful As these percentages show, many Australian marketers have a difficult time tracking ROI. Having a documented content marketing strategy helps, though, as 33% of those who possess one are successful in this area, compared with the 20% average for the total sample. GOALS & METRICS How Australian Marketers Rate Their Organization’s Success at Tracking ROI Very Successful 5% 15% 32% 24% Not At All Successful 9% We Do Not Track 13% 0 10 20 30 40 50 5 4 3 2 1 Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
  • 13. SponSored by Change in Australian Content Creation 13 Compared with one year ago, how much content is your organization creating? 74% are creating more This percentage decreased from last year, when 81% said they were creating more content. Of the total sample, however, the marketers who have a documented content marketing strategy reported an increase (87% say they are creating more content). CONTENT CREATION & DISTRIBUTION (Over Last 12 Months) Significantly More More Same Amount Less Unsure 32% 2% 4% 42% 18% Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
  • 14. SponSored by 14 How many different audiences does your organization target with separate content marketing strategies? The average number is 4 In general, the larger the Australian organization, the more audiences it targets. Enterprise firms (1,000+ employees) target an average of 5. CONTENT CREATION & DISTRIBUTION Number of Audiences that Australian Marketers Target 7% 5% 29% 45% 5% 10% 0 10 20 30 40 50 10+ 7-10 4-6 2-3 1 Unsure Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
  • 15. SponSored by 15 Which content marketing tactics does your organization use? Use of in-person events has increased, while blog usage has decreased Average Number Used: 12 Note: Fewer than 45% said they use the following tactics: Print Magazines (43%), Branded Content Tools (40%), White Papers (40%), Webinars (39%), Mobile Apps (38%), Digital Magazines (32%), Print Newsletters (29%), eBooks (28%), Books (24%), Podcasts (22%), Virtual Conferences (20%), and Games/Gamification (15%). Australian marketers are using fewer content marketing tactics, on average, than they did last year (12 this year vs. 13 last year). The same three tactics top the list of most widely used: social media content (other than blogs), articles on your website, and eNewsletters. The biggest decrease in usage has been with blogs (80% last year vs. 68% this year). Yet at the same time, the effectiveness rating for blogs increased (from 58% last year to 62% this year). The biggest increases in usage have been with: • Infographics (43% last year vs. 61% this year) • In-person Events (64% last year vs. 74% this year) • Microsites (48% last year vs. 54% this year). Illustrations/photos was a new option on the survey this year. CONTENT CREATION & DISTRIBUTION Australian Content Marketing Tactic Usage Social Media Content – other than blogs Articles on Your Website eNewsletters In-person Events Case Studies Videos Blogs Illustrations/Photos Infographics Microsites Online Presentations Research Reports 86% 85% 83% 74% 72% 72% 68% 66% 61% 54% 47% 45% 0 10 20 30 40 50 60 70 80 90 100 Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
  • 16. SponSored by 16 How effective are the following tactics that you use? 65% say in-person events are effective These are the 10 tactics that Australian marketers find most effective. Enewsletters, which came in first last year at 73%, decreased to 62% this year. In-person events stayed about the same (66% last year). Research reports decreased from 63% last year to 50% this year. Videos decreased from 62% to 53%. White papers and microsites are both new to the top 10 effective list this year. CONTENT CREATION & DISTRIBUTION Effectiveness Ratings for Australian Tactics 65% 62% 62% 61% 57% 57% 53% 53% 52% 50% In-person Events eNewsletters Blogs White Papers Microsites Case Studies Social Media Content – other than blogs Videos Articles on Your Website Research Reports 0 10 20 30 40 50 60 70 80 Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
  • 17. SponSored by 17 Which social media platforms does your organization use to distribute content? 83% use LinkedIn Average Number Used: 6 Note: Fewer than 25% said they use the following platforms: Vimeo (24%), SlideShare (23%), Flickr (13%), Tumblr (10%), StumbleUpon (8%), Foursquare (8%), SnapChat (7%), and Vine (6%). Last year, Australian marketers used an average of 5 social media platforms, compared with 6 this year. The percentages shown here are similar to last year’s with one notable exception: usage of Google+ has increased by 12 percentage points (47% last year vs. 59% this year). CONTENT CREATION & DISTRIBUTION LinkedIn Facebook Twitter YouTube Google+ Instagram Pinterest Vimeo SlideShare Australian Content Marketing Social Media Platform Usage 83% 81% 79% 70% 59% 33% 31% 24% 23% 0 10 20 30 40 50 60 70 80 90 100 Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
  • 18. SponSored by 18 How effective are the social media platforms that you use? 57% say LinkedIn is effective These are the 7 social media platforms that Australian marketers find most effective. The percentages shown here are fairly similar to those reported last year. The most notable change is with Twitter (45% last year vs. 53% this year). CONTENT CREATION & DISTRIBUTION Effectiveness Ratings for Australian Social Media Platforms LinkedIn Twitter YouTube Facebook 31% 25% 19% Instagram Pinterest Google+ 57% 53% 48% 46% 0 10 20 30 40 50 60 70 Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
  • 19. SponSored by 19 How often does your organization publish new content that supports its content marketing program? 49% say daily or multiple times per week 72% of the most effective Australian marketers publish new content daily or multiple times per week, compared with 49% of the total sample. CONTENT CREATION & DISTRIBUTION How Often Australian Marketers Publish New Content Daily Multiple Times per Week Weekly Multiple Times per Month Monthly Less than Once per Month Unsure 18% 31% 7% 8% 15% 4% 15% Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
  • 20. SponSored by 20 Which paid advertising methods do you use to promote/distribute content? 68% say they use search engine marketing (SEM) Average Number Used: 4 This was a new question on the survey. The most effective content marketers were more likely than the total sample to say they use online banner ads (65% vs. 58%), native advertising (54% vs. 42%) and content discovery tools (23% vs. 16%); their usage of the other methods was fairly similar. In addition, there is a correlation between company size and the number of paid methods used. For example, small organizations (1-10 employees) use an average of 3 paid methods, whereas enterprise companies (1,000+ employees) use an average of 5. CONTENT CREATION & DISTRIBUTION Australian Paid Advertising Usage 68% 63% 62% 58% 50% Search Engine Marketing (SEM) Social Ads (e.g., LinkedIn ads) Print or Other Offline Promotion Traditional Online Banner Ads Promoted Posts (e.g., promoted Tweets) Native Advertising Content Discovery Tools 42% 16% 0 10 20 30 40 50 60 70 Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
  • 21. SponSored by 21 How effective are the paid advertising methods that you use to distribute content? Australian marketers have the most confidence in search engine marketing Note: Percentages shown represent marketers who rated each method a 4 or 5 on a 5-point scale where 5 = “Very Effective” and 1 = “Not at all Effective.” Not only is search engine marketing (SEM) the paid method that Australian marketers use most to promote content, it’s also the one they view as most effective. The most effective Australian marketers are much more likely to say print or other offline promotion is effective when compared with the total sample (63% vs. 42%); they also look more favorably upon social ads (52% vs. 42%). CONTENT CREATION & DISTRIBUTION Effectiveness Ratings for Australian Paid Advertising Methods Search Engine Marketing (SEM) Print or Other Offline Promotion Social Ads (e.g., LinkedIn ads) Promoted Posts (e.g., promoted Tweets) Content Discovery Tools Native Advertising Traditional Online Banner Ads 61% 42% 42% 40% 33% 33% 32% 0 10 20 30 40 50 60 70 Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
  • 22. SponSored by 22 Approximately what percentage of your organization’s total marketing budget (not including staff) is spent on content marketing? The average is 27% This figure remains the same as last year. However, there are differences based on: • Effectiveness—the most effective marketers spend 36% and the least effective spend 14% • Strategy—those who have a documented content marketing strategy spend 31%, those who have a verbal strategy spend 25%, and those without a strategy spend 13% • Company size—enterprise companies (1,000+ employees) spend 19% and small companies (10-99 employees) spend 28% BUDGETS & SPENDING Percentage of Total Marketing Budget Spent on Australian Content Marketing 100% 75-99% 50-74% 25-49% 10-24% 1-9% 0% Unsure 2% 3% 11% 13% 21% 29% 1% 18% 0 10 20 30 40 50 Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
  • 23. SponSored by 23 How do you expect your organization’s content marketing budget to change in the next 12 months? 63% say they will increase spending Last year, 69% said they would increase spending, compared with 63% this year. 73% of those who have a documented content marketing strategy plan to increase spending, as do 70% of marketers who work for enterprise companies (1,000+ employees). BUDGETS & SPENDING Australian Content Marketing Spending (Over Next 12 Months) Significantly Increase 14% Increase Remain the Same Decrease 1% 49% 30% Unsure 4% 0 10 20 30 40 50 Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
  • 24. SponSored by 24 With regard to content marketing, how challenged are you with each of the following? 50% say producing engaging content is a challenge Note: Percentages shown represent marketers who rated each challenge a 4 or 5 on a 5-point scale where 5 = “Very Challenged” and 1 = “Not at all Challenged.” The percentage of marketers who cited each of these challenges increased this year, with the exception of producing a variety of content (41% last year vs. 37% this year). Technology-related challenges was a new choice on the survey, and producing content consistently replaced producing enough content. The biggest increases are with finding trained content marketing professionals (9% last year vs. 31% this year) and lack of buy-in/vision from higher-ups (15% last year vs. 32% this year). CHALLENGES & INITIATIVES Challenges that Australian Marketers Face 50% 48% 46% 44% Producing Engaging Content Lack of Budget Producing Content Consistently Measuring Content Effectiveness Gaps in Knowledge and Skills of Internal Team Producing a Variety of Content Lack of Integration Across Marketing Lack of Buy-in/Vision from Higher-Ups Finding Trained Content Marketing Professionals Technology-related Challenges 0 10 20 30 40 50 60 70 37% 37% 35% 32% 31% 26% Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
  • 25. CHALLENGES & INITIATIVES Which content marketing initiatives are you working on? A high percentage are focused on audience-centered activities. New this year, we presented marketers with a list of 28 initiatives. We asked them to select one of three options for each: working on now, plan to begin working on within 12 months, and not a priority . Australian marketers are working on an aver age of 14 initiatives, and plan t o begin working on 9 mor e, on average, over the next 12 months. The highest percentages of Australian marketers are presently working on:  Better understanding of audience: 67%  Creating more engaging/higher-quality content: 67%  Organizing content on website: 65%  Creating visual content: 61%  Better converting website visitors: 60% As for which they plan to begin working on within 12 months, the highest percentages selected:  Measuring content marketing ROI: 41%  Content curation strategies: 40%  Creating a channel plan for social media: 38%  Understanding/using content marketing technology: 38%  Content personalization: 35% The initiatives appearing on the following pages are the 10 that received the highest combined percentages of “working on now” and “plan t o begin working on within 12 months.” 25 SponSored by
  • 26. CHALLENGES & INITIATIVES Better Understanding of What Content is Effective—and What Isn’t 26 Better Understanding of Audience Creating More Engaging Content 5% 6% 58% 23% 67% 22% 67% Now Within 12 Months Not a Priority No Answer 4% 33% 5% 5% 5% Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA SponSored by
  • 27. CHALLENGES & INITIATIVES 27 Optimizing Content Organizing Content on Website Better Converting Website Visitors 7% 8% 55% 27% 60% 22% 65% Now Within 12 Months Not a Priority No Answer 33% 4% 6% 5% 8% Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA SponSored by
  • 28. CHALLENGES & INITIATIVES 28 Measuring Content Marketing ROI Finding More/Better Ways Creating Visual Content to Repurpose Content 10% 11% 46% 25% 61% 56% 28% Now Within 12 Months Not a Priority No Answer 9% 41% 4% Tying Content to Business Goals 54% 12% 30% 4% 4% 4% Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA SponSored by
  • 29. COMPARISON CHART Comparison of Most Effective vs. Least Effective Australian Content Marketers Total  Has a documented content marketing strategy.........................................................................................55%................... 37%................... 13%  Has a content marketing strategy, but it’s not documented.....................................................................37%................... 46%................... 46%  Content marketing strategy very closely guides efforts.............................................................................65%................... 40%................... 19%  Content marketing strategy somewhat guides efforts...............................................................................35%................... 56%................... 63%  Has a dedicated content marketing group.................................................................................................54%................... 39%................... 14%  Is successful at tracking ROI........................................................................................................................47%................... 20%.................... 9%  Average number of tactics used................................................................................................................... 14...................... 12........................9  Average number of social platforms used.....................................................................................................6........................ 6.........................5  Publishes new content daily or multiple times per week..........................................................................72%................... 49%................... 19%  Percentage of total budget allocated to content marketing......................................................................36%................... 27%................... 14%  Average number of initiatives working on now........................................................................................... 16...................... 14.......................10  Average number of initiatives planning to begin working on within 12 months.........................................7........................ 9........................11 29 Most Effective Sample Least Effective Chart term definitions: A “best-in-class” content marketer (aka “most effective”) is one who rates his or her organization a 4 or 5 in terms of effectiveness on a scale of 1 to 5, with 5 being “Very Effective” and 1 being “Not at all Effective.” Those who rate themselves 1 or 2 are the “least effective.” Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA SponSored by
  • 30. COMPARISON CHART Documented vs. Verbal-Only Content Marketing Strategy Verbal  Considers organization to be effective at content marketing.............................................................................................. 44%................... 23%  Content marketing strategy very closely guides efforts....................................................................................................... 56%................... 27%  Content marketing strategy somewhat guides efforts......................................................................................................... 44%................... 65%  Has a dedicated content marketing group........................................................................................................................... 60%................... 27%  Is successful at tracking ROI.................................................................................................................................................. 33%................... 15%  Average number of tactics used.............................................................................................................................................. 14.......................11  Average number of social platforms used............................................................................................................................... 6.........................5  Publishes new content daily or multiple times per week.................................................................................................... 62%................... 49%  Percentage of total budget allocated to content marketing................................................................................................ 32%................... 25%  Challenged with producing engaging content..................................................................................................................... 43%................... 51%  Challenged with producing content consistently................................................................................................................. 34%................... 50%  Average number of initiatives working on now...................................................................................................................... 17.......................12  Average number of initiatives planning to begin working on within 12 months................................................................... 6........................10 30 Documented Strategy Strategy Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA SponSored by
  • 31. DEMOGRAPHICS Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends is produced by Content Marketing Institute in partnership with the Association for Data-driven Marketing and Advertising (ADMA) and sponsored by Brightcove. The fifth annual content marketing survey, from which the results of this third annual Australia report were generated, was mailed electronically to a sample of marketers using lists from Content Marketing Institute, ADMA, MarketingProfs, Brightcove, Blackbaud, the Business Marketing Association (BMA), EnVeritas Group (EVG), the Direct Marketing Association UK (DMA), Industry Week, New Equipment Digest, WTWH Media, and Corporate Financial Group. A total of 5,167 recipients from around the globe—representing a full range of industries, functional areas, and company sizes—responded to the annual survey throughout July and A ugust 2014. This r eport presents the findings fr om the 251 r espondents who said the y were for-profit marketers in Australia (136 B2B, 40 B2C, and 75 both B2B+B2C). Additional r eports based on the annual sur vey 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. 31 Size of Australian Company Australian Industry Classification (by Employees) Australian Job Title/Function 19% 22% 51% 13% 4% 8% 13% 11% 32% 21% 25% 11% 10% 8% 9% 37% 6% ■ Advertising/Communications/ Marketing/PR ■ Banking/Accounting/Financial ■ Publishing/Media ■ Technology ■ Consulting ■ Education ■ Other ■ Marketing/Advertising/ Communications/PR Management ■ Corporate Management/Owner ■ Marketing Administration/Support ■ Content Creation/Management ■ Consultant ■ Other ■ Micro (Fewer than 10 Employees) ■ Small (10-99 Employees) ■ Midsize (100-999 Employees) ■ Large (1,000+ Employees) SponSored by
  • 32. ABOUT 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 event, 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, 2013, and 2014 Inc. 500 company. View all CMI research at www.contentmarketinginstitute.com/research. Learn how to create a documented content marketing strategy, a key component for improving overall content marketing effectiveness. 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 lar gest marketing and advertising body in A ustralia with more than 600 member or ganisations. ADMA represents the new era of marketing and advertising—a 360 vie w 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 Brightcove Brightcove Inc. (NASDAQ:BCOV) is a leading global provider of powerful cloud solutions for delivering and monetizing video across connected devices. The company offers a full suite of products and services that reduce the cost and complexity associated with publishing, distributing, measuring and monetizing video across devices. Brightcove has more than 5,500 customers in over 70 countries that rely on the company’s cloud solutions to successfully publish high-quality video experiences to audiences everywhere. To learn more, visit www.brightcove.com. For more information about this report, contact research@contentinstitute.com. 32 SponSored by