Hello, Content Marketers,
It is our pleasure to present the fifth annual Content Marketing in Australia: Benchmarks, Budgets, and Trends report.
As Australian marketers continue to grow in experience and content marketing maturity, so too does their overall success with the approach.
In addition, many who are just starting out appear to have the right idea: 71% whose companies are in the young/ first steps phase agree that their company is focused more on building long-term relationships than on getting quick results from content marketing.
Our hope is that your company views content marketing as an opportunity to build an audience and create ongoing value—versus just another method to generate leads and sales. The right vision—along with a documented content marketing strategy and a strong commitment to content marketing—are the first steps toward tangible business results.
This overview is informed greatly by the discussion at our Executive Forum in March 2015, but it also is
the culmination of our observations from Content Marketing World 2014 and our advisory client work in
the past year.
Our objective is to report on the key challenges faced by marketers, the vital insights being realized, and
the general health of content marketing as a strategic business approach. As was the case last year, this overview ultimately asks more questions than it answers; our goal is not to settle debates or provide trite answers to complex business challenges, but to update and inform.
At the two-day Executive Forum, CMI leaders and senior marketing executives from more than 30 enterprise brands came together to collaborate and to discuss and report on their own organizations’ efforts in integrating content marketing as a strategic approach.
The extraordinary insights and the identification of challenges could not have been possible without the
generous contributions of this forum class, as well as last year’s forum participants. Their input doesn’t represent their tacit endorsement of the ideas, but as a collective group they are responsible for the value contained in this report.
Greetings Marketers,
Welcome to B2B Content Marketing 2018: Benchmarks, Budgets, and Trends—North America. Our latest research indicates B2B marketers are finding content marketing success as they explore ways to work more creatively and build their audiences.
Content marketing is no longer the shiny new object. Those who have caught on are no longer asking “should we do this,” but rather “how do we really dig in and get results?” One of the most convincing pieces of evidence of this maturation? We saw an 18% year-over-year increase in respondents who say they are focused on using content marketing to build their audience (one or more subscriber bases). And that’s what differentiates content marketing from other forms of marketing – its intent is to offer valuable information so people want to hear from your business ... so they subscribe to your content because they are interested in it.
Read on for all the findings from our annual survey and consider how your organization stacks up against your peers. To take your content marketing to the next level, check out the resources on the last page of this report.
In 2013, Content Marketing Institute released its first Content Marketing Framework. At the time, its purpose was to serve as a high-level view of the principles that govern the world of brand storytelling. Since then, CMI has worked with more than 100 brands, helping them put these core principles into practice. These partnerships have taught us a lot about which parts of the framework worked, which didn’t, and where we still needed to provide greater clarity and transparency. To reflect the insights we gained – as well as the many shifts that have occurred across the entire digital ecosystem – we’ve streamlined our original discussion, and have added a distinct new process model to each node. What follows is our redesigned Content Marketing Framework.
Web Content Strategy - How to Plan for, Create and Publish Online Content for...Joe Pulizzi
A presentation from Joe Pulizzi (Junta42) and Kristina Halvorson (Brain Traffic) on February 6, 2009 Online Marketing Summit in San Diego.
The presentation goes into detail about why marketers have to develop a publishing mindset, why web content strategy is so difficult, and what you can do now to create an effective content strategy and plan within your own organization.
The CMO's Content Marketing Report Card: 5 Steps to Operationalize a Content ...Caitlin Roberson
How CMOs can spark profit-generating conversations with technology decision makersby operationalizing content marketing.
Includes a 5-step self assessment, report card, and 10-step action plan for creating, deploying, and optimizing a content marketing program at scale.
In this on-demand webinar, SilverTech’s Principal Strategist, Samantha Maltais, and Content Strategist, Ian Hughes, review the results of our industry-wide State of Digital Marketing survey. They discuss the main challenges and opportunities marketers face and share what they believe will be the most effective digital strategies of 2018.
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!
Success in B2B Marketing starts with an intense focus on creating value for the B2B buyer.
In this presentation for the BMA Carolinas, I talk about how marketing can help drive change across the business by creating content people want, like to share, and might even love!
I provide the tips, tools and templates you need to create your own content marketing program that drives conversion for your business.
This overview is informed greatly by the discussion at our Executive Forum in March 2015, but it also is
the culmination of our observations from Content Marketing World 2014 and our advisory client work in
the past year.
Our objective is to report on the key challenges faced by marketers, the vital insights being realized, and
the general health of content marketing as a strategic business approach. As was the case last year, this overview ultimately asks more questions than it answers; our goal is not to settle debates or provide trite answers to complex business challenges, but to update and inform.
At the two-day Executive Forum, CMI leaders and senior marketing executives from more than 30 enterprise brands came together to collaborate and to discuss and report on their own organizations’ efforts in integrating content marketing as a strategic approach.
The extraordinary insights and the identification of challenges could not have been possible without the
generous contributions of this forum class, as well as last year’s forum participants. Their input doesn’t represent their tacit endorsement of the ideas, but as a collective group they are responsible for the value contained in this report.
Greetings Marketers,
Welcome to B2B Content Marketing 2018: Benchmarks, Budgets, and Trends—North America. Our latest research indicates B2B marketers are finding content marketing success as they explore ways to work more creatively and build their audiences.
Content marketing is no longer the shiny new object. Those who have caught on are no longer asking “should we do this,” but rather “how do we really dig in and get results?” One of the most convincing pieces of evidence of this maturation? We saw an 18% year-over-year increase in respondents who say they are focused on using content marketing to build their audience (one or more subscriber bases). And that’s what differentiates content marketing from other forms of marketing – its intent is to offer valuable information so people want to hear from your business ... so they subscribe to your content because they are interested in it.
Read on for all the findings from our annual survey and consider how your organization stacks up against your peers. To take your content marketing to the next level, check out the resources on the last page of this report.
In 2013, Content Marketing Institute released its first Content Marketing Framework. At the time, its purpose was to serve as a high-level view of the principles that govern the world of brand storytelling. Since then, CMI has worked with more than 100 brands, helping them put these core principles into practice. These partnerships have taught us a lot about which parts of the framework worked, which didn’t, and where we still needed to provide greater clarity and transparency. To reflect the insights we gained – as well as the many shifts that have occurred across the entire digital ecosystem – we’ve streamlined our original discussion, and have added a distinct new process model to each node. What follows is our redesigned Content Marketing Framework.
Web Content Strategy - How to Plan for, Create and Publish Online Content for...Joe Pulizzi
A presentation from Joe Pulizzi (Junta42) and Kristina Halvorson (Brain Traffic) on February 6, 2009 Online Marketing Summit in San Diego.
The presentation goes into detail about why marketers have to develop a publishing mindset, why web content strategy is so difficult, and what you can do now to create an effective content strategy and plan within your own organization.
The CMO's Content Marketing Report Card: 5 Steps to Operationalize a Content ...Caitlin Roberson
How CMOs can spark profit-generating conversations with technology decision makersby operationalizing content marketing.
Includes a 5-step self assessment, report card, and 10-step action plan for creating, deploying, and optimizing a content marketing program at scale.
In this on-demand webinar, SilverTech’s Principal Strategist, Samantha Maltais, and Content Strategist, Ian Hughes, review the results of our industry-wide State of Digital Marketing survey. They discuss the main challenges and opportunities marketers face and share what they believe will be the most effective digital strategies of 2018.
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!
Success in B2B Marketing starts with an intense focus on creating value for the B2B buyer.
In this presentation for the BMA Carolinas, I talk about how marketing can help drive change across the business by creating content people want, like to share, and might even love!
I provide the tips, tools and templates you need to create your own content marketing program that drives conversion for your business.
Creativity is the skill necessary to differentiate your content. It’s the innovative spark that helps your brand stand out to your audience. At Content Marketing World 2013, Coca-Cola’s Jonathan Mildenhall shared his tips for forming a more
creative content culture.
How do brands like Puma, Red Bull, Oracle, and Marks and Spencer lead in content marketing? How do they leverage video and rich media to amplify their brand and cut through the noise in the market? This webinar will analyze the challenges of reaching the "always-on" consumer, discuss how video fits into a content marketing strategy, and showcase highlights from Puma's historic campaign at the London Olympics in 2012. We'll also examine winning strategies from B2C and B2B that effectively deploy video across all platforms to engage larger audiences and convert more customers.
Join Shiri Friedman of Brightcove to learn how to amplify your content marketing strategy with video.
http://www.b2bmarketinginsider.com/content-marketing/content-marketing-that-converts
How Do You Create Content Marketing That Converts?
There’s been a fundamental shift in the way marketers and customers create, consume, and share content. Every day, billions of photos are uploaded, tweets are posted, snapchats are sent, and pieces of content are shared.
As marketers, we need to consider how our customers are consuming content and where, when, and how to engage them.
A content marketing strategy should be designed to engage your audience throughout the buyer’s journey. Producing relevant content for each lifecycle stage and delivering it at the right time and place is crucial to successful content marketing.
Welcome to B2C Content Marketing 2019—Benchmarks, Budgets, and Trends. This report presents the results from the B2C marketers who took our ninth annual content marketing survey.
Our research has consistently shown that creating brand awareness is a top goal for B2C content marketing. However, many of this year’s survey respondents also reported strong concern for using content to solidify existing relationships (see page 13).
Content that can be effective at building loyalty takes many shapes and forms today, for example:
- Videos and social media stories that entertain
- In-person events that create a sense of community and belonging
- Podcasts that inspire
- Live or virtual experiences that evoke emotion
- Articles, guides, newsletters, etc., that provide information
Obviously, the list goes on. The point is, that while driving people to content is critical, giving them reasons to keep coming back will grow long-term success!
With content from Brad Geddes, author of Advanced Google AdWords, Matt Heinz of Heinz Marketing, Terry Whalen and Joey Muller of CPC Search and Brad Cohen of Janrain, pay-per-click pioneer Trada has worked with the pros in the PPC world to find the underrated tools the most successful marketers are using today. Come prepared to learn, leave prepared to get to work!
This webinar is for marketing leaders in sophisticated marketing organizations–or marketers who are looking to step up their game.
- Where you're losing impressions and WHY: this report and pivot table will change the way you measure PPC
- A/B testing, micro-targeting on keywords and user intent: this tool does it all AND it's affordable
-The social sharing site that creative directors use to pioneer ad copy content
- Segmentations based on your actual buyers: tools that pull social and custom profile data allows you to reach more customers who will BUY NOW
The Content Marketing Imperative For The Argyle Executive ClubMichael Brenner
Presented to some of the top CMOs and Marketing Executives in the Financial Services Industry, this deck walks through the declining contact rates of traditional marketing and the power of content marketing and storytelling to win the battle of customer attention.
As we prepare for landing, we hope you've enjoyed our Content Marketing World conference ebook series, a great and fun project with our friends at TopRank Marketing. We hope to see you in September when you'll have a chance to listen to these great CMWorld 2017 speakers and industry authorities. Thanks for being on this journey with us!
Welcome to the 12th Annual Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. What a year it has been.
This edition of our report looks back on the last 12 months and includes expectations for 2022. Throughout, you will see quotes from the many rich, qualitative responses we received to the question, “What did the pandemic change most about your organization’s content marketing strategy/approach?” In all, 75% of respondents took the time to answer this question and we are ever so grateful. What amazing insights it yielded!
The key theme that emerged was this: The pandemic awoke a sleeping giant – content marketing, that is. Without in-person events and face-to-face selling, many who had previously paid little attention to content marketing suddenly became aware of its power. More content marketers got a seat at the table and helped keep many businesses on their audiences’ radar. Some discovered new audiences altogether.
The research also confirmed what many of us already knew: Content marketers are some of the fiercest business pros around. In the most difficult of times, they get the job done – and many come through more creative and stronger than before.
Congratulations, content marketers, for a job well done in the most difficult of times. Our entire team salutes you!
It's time to buckle up for what is sure to be an epic flight as we prepare for a safe landing at Content Marketing World in Cleveland, Ohio, USA this September 5-8. The Content Marketing Institute and TopRank Marketing teams once again will bring you a series of three #CMWorld conference ebooks showcasing some of our amazing speakers with their thoughtful advice on content marketing. Hang on for a fun ride - and we'll see you in September! (And be sure to listen to Joe Pulizzi's "message from your captain!" We had fun with this one.)
What can the PR industry learn from Kung Fu Panda?Ben Shipley
Presentation slides from Council of PR event in Hong Kong on the 21st of July. Thoughts on what one plucky cartoon character can teach an industry high on value but low on recognition.
Introducing Content Marketing- The New Face of Digital Marketing. Inside this eBook, you will discover the topics about what is content marketing, why content marketing, types of content marketing, curating vs. creating content, use content to get social media.,leads and content marketing.
How to Rock Content Marketing in the Age of 'Content Shock'Carmen Hill
Business communicators have been doing content marketing, in one way or another, since we’ve been doing marketing. But digital technologies and social media have changed the game. We’re now under pressure to produce, distribute and measure more content, more often on more platforms than ever before. Our content isn’t just vying for attention with the other guy’s white paper; it’s competing with cute kittens and screaming goats. And even though businesses are dedicating about a third of their marketing budgets to content, most of us still don’t have enough time or resources to keep up. In this presentation for the Omaha, Nebraska IABC Communicators Camp, Carmen Hill shares the latest content marketing trends, along with ideas for focusing your content strategy and standing out in the stream. Content marketing may be at the peak of the hype cycle, but it’s never too late to learn a few new tricks.
Social Media Marketing Agency Sales Deck - Vulpine InteractiveDerric Haynie
Here's what we are all about and how we help exciting brands grow passionate fan bases on social media. Learn more about the problems we solve, who we serve, our services and prices, and what makes us unique in this industry. Interested in partnering with us? Contact derric.haynie@gmail.com.
A research report of 400 marketers' perspectives, priorities and plans for content distribution and content marketing success. Brought to you by 614 Group and OneSpot
Evolution of Content & Digital Marketing in 2014Kevin Gibbons
How has digital marketing and content evolved? This presentation looks at what has changed over the last 12 months - from the #DigitalMarketingShow from November 2013 in London.
What are some of the changes content marketers are likely to encounter over the next 12 months and beyond? Find out what dozens of experts see on the horizon in Content Marketing Institute's 11th annual e-book of content marketing predictions.
4 Content Marketing Challenges in 2016Katai Robert
2016 will be an interesting year for Content Marketing. Find an ideal balance between content and marketing through an editorial plan and a marketing budget.
Accelerate Your 2015 Marketing Success With Strategic PartnershipsBryce Root
The majority of small business owners are immersed in their day to day operations, but those who take the time to form a strategic partnership plan can reach their 2015 marketing milestones ahead of schedule and take a fresh approach to those competitors who never change tactics, but always seem to outperform.
In this presentation, we profile the 5 steps to creating a strategic partnership as well as present the top 10 tips for making sure your next partnership is a great success. Let The Root Group assist you in creating your next strategic partnership by visiting www.rootgroupmarketing.com.
Arslan Dawood CV - Digital Marketing Specialist
5+ Years of Experience in Marketing Strategies, Social Media Marketing, Website Development, Marketing Automation and Creative work
6-Step Guide to B2B Content Marketing that WorksLinkedIn
70 percent of marketers report that they plan
to produce more content this year than last
year. At the same time, only 30% rate their
efforts as “effective” or “very effective.”
That means a lot of us still struggle with the
marketing aspect of content marketing. Use
the 6 steps in the following slides as a
blueprint of how to build a content strategy
that produces measurable results.
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.
2017 B2C Content Marketing Benchmarks, Budgets, and TrendsMarketingProfs
Our fifth annual B2C content marketing report is here. Sponsored by Hightail, this report shows where B2C marketers will spend their budget, how much budget businesses are allocating to content marketing efforts, and what kind of strategies we will see in 2017.
Creativity is the skill necessary to differentiate your content. It’s the innovative spark that helps your brand stand out to your audience. At Content Marketing World 2013, Coca-Cola’s Jonathan Mildenhall shared his tips for forming a more
creative content culture.
How do brands like Puma, Red Bull, Oracle, and Marks and Spencer lead in content marketing? How do they leverage video and rich media to amplify their brand and cut through the noise in the market? This webinar will analyze the challenges of reaching the "always-on" consumer, discuss how video fits into a content marketing strategy, and showcase highlights from Puma's historic campaign at the London Olympics in 2012. We'll also examine winning strategies from B2C and B2B that effectively deploy video across all platforms to engage larger audiences and convert more customers.
Join Shiri Friedman of Brightcove to learn how to amplify your content marketing strategy with video.
http://www.b2bmarketinginsider.com/content-marketing/content-marketing-that-converts
How Do You Create Content Marketing That Converts?
There’s been a fundamental shift in the way marketers and customers create, consume, and share content. Every day, billions of photos are uploaded, tweets are posted, snapchats are sent, and pieces of content are shared.
As marketers, we need to consider how our customers are consuming content and where, when, and how to engage them.
A content marketing strategy should be designed to engage your audience throughout the buyer’s journey. Producing relevant content for each lifecycle stage and delivering it at the right time and place is crucial to successful content marketing.
Welcome to B2C Content Marketing 2019—Benchmarks, Budgets, and Trends. This report presents the results from the B2C marketers who took our ninth annual content marketing survey.
Our research has consistently shown that creating brand awareness is a top goal for B2C content marketing. However, many of this year’s survey respondents also reported strong concern for using content to solidify existing relationships (see page 13).
Content that can be effective at building loyalty takes many shapes and forms today, for example:
- Videos and social media stories that entertain
- In-person events that create a sense of community and belonging
- Podcasts that inspire
- Live or virtual experiences that evoke emotion
- Articles, guides, newsletters, etc., that provide information
Obviously, the list goes on. The point is, that while driving people to content is critical, giving them reasons to keep coming back will grow long-term success!
With content from Brad Geddes, author of Advanced Google AdWords, Matt Heinz of Heinz Marketing, Terry Whalen and Joey Muller of CPC Search and Brad Cohen of Janrain, pay-per-click pioneer Trada has worked with the pros in the PPC world to find the underrated tools the most successful marketers are using today. Come prepared to learn, leave prepared to get to work!
This webinar is for marketing leaders in sophisticated marketing organizations–or marketers who are looking to step up their game.
- Where you're losing impressions and WHY: this report and pivot table will change the way you measure PPC
- A/B testing, micro-targeting on keywords and user intent: this tool does it all AND it's affordable
-The social sharing site that creative directors use to pioneer ad copy content
- Segmentations based on your actual buyers: tools that pull social and custom profile data allows you to reach more customers who will BUY NOW
The Content Marketing Imperative For The Argyle Executive ClubMichael Brenner
Presented to some of the top CMOs and Marketing Executives in the Financial Services Industry, this deck walks through the declining contact rates of traditional marketing and the power of content marketing and storytelling to win the battle of customer attention.
As we prepare for landing, we hope you've enjoyed our Content Marketing World conference ebook series, a great and fun project with our friends at TopRank Marketing. We hope to see you in September when you'll have a chance to listen to these great CMWorld 2017 speakers and industry authorities. Thanks for being on this journey with us!
Welcome to the 12th Annual Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. What a year it has been.
This edition of our report looks back on the last 12 months and includes expectations for 2022. Throughout, you will see quotes from the many rich, qualitative responses we received to the question, “What did the pandemic change most about your organization’s content marketing strategy/approach?” In all, 75% of respondents took the time to answer this question and we are ever so grateful. What amazing insights it yielded!
The key theme that emerged was this: The pandemic awoke a sleeping giant – content marketing, that is. Without in-person events and face-to-face selling, many who had previously paid little attention to content marketing suddenly became aware of its power. More content marketers got a seat at the table and helped keep many businesses on their audiences’ radar. Some discovered new audiences altogether.
The research also confirmed what many of us already knew: Content marketers are some of the fiercest business pros around. In the most difficult of times, they get the job done – and many come through more creative and stronger than before.
Congratulations, content marketers, for a job well done in the most difficult of times. Our entire team salutes you!
It's time to buckle up for what is sure to be an epic flight as we prepare for a safe landing at Content Marketing World in Cleveland, Ohio, USA this September 5-8. The Content Marketing Institute and TopRank Marketing teams once again will bring you a series of three #CMWorld conference ebooks showcasing some of our amazing speakers with their thoughtful advice on content marketing. Hang on for a fun ride - and we'll see you in September! (And be sure to listen to Joe Pulizzi's "message from your captain!" We had fun with this one.)
What can the PR industry learn from Kung Fu Panda?Ben Shipley
Presentation slides from Council of PR event in Hong Kong on the 21st of July. Thoughts on what one plucky cartoon character can teach an industry high on value but low on recognition.
Introducing Content Marketing- The New Face of Digital Marketing. Inside this eBook, you will discover the topics about what is content marketing, why content marketing, types of content marketing, curating vs. creating content, use content to get social media.,leads and content marketing.
How to Rock Content Marketing in the Age of 'Content Shock'Carmen Hill
Business communicators have been doing content marketing, in one way or another, since we’ve been doing marketing. But digital technologies and social media have changed the game. We’re now under pressure to produce, distribute and measure more content, more often on more platforms than ever before. Our content isn’t just vying for attention with the other guy’s white paper; it’s competing with cute kittens and screaming goats. And even though businesses are dedicating about a third of their marketing budgets to content, most of us still don’t have enough time or resources to keep up. In this presentation for the Omaha, Nebraska IABC Communicators Camp, Carmen Hill shares the latest content marketing trends, along with ideas for focusing your content strategy and standing out in the stream. Content marketing may be at the peak of the hype cycle, but it’s never too late to learn a few new tricks.
Social Media Marketing Agency Sales Deck - Vulpine InteractiveDerric Haynie
Here's what we are all about and how we help exciting brands grow passionate fan bases on social media. Learn more about the problems we solve, who we serve, our services and prices, and what makes us unique in this industry. Interested in partnering with us? Contact derric.haynie@gmail.com.
A research report of 400 marketers' perspectives, priorities and plans for content distribution and content marketing success. Brought to you by 614 Group and OneSpot
Evolution of Content & Digital Marketing in 2014Kevin Gibbons
How has digital marketing and content evolved? This presentation looks at what has changed over the last 12 months - from the #DigitalMarketingShow from November 2013 in London.
What are some of the changes content marketers are likely to encounter over the next 12 months and beyond? Find out what dozens of experts see on the horizon in Content Marketing Institute's 11th annual e-book of content marketing predictions.
4 Content Marketing Challenges in 2016Katai Robert
2016 will be an interesting year for Content Marketing. Find an ideal balance between content and marketing through an editorial plan and a marketing budget.
Accelerate Your 2015 Marketing Success With Strategic PartnershipsBryce Root
The majority of small business owners are immersed in their day to day operations, but those who take the time to form a strategic partnership plan can reach their 2015 marketing milestones ahead of schedule and take a fresh approach to those competitors who never change tactics, but always seem to outperform.
In this presentation, we profile the 5 steps to creating a strategic partnership as well as present the top 10 tips for making sure your next partnership is a great success. Let The Root Group assist you in creating your next strategic partnership by visiting www.rootgroupmarketing.com.
Arslan Dawood CV - Digital Marketing Specialist
5+ Years of Experience in Marketing Strategies, Social Media Marketing, Website Development, Marketing Automation and Creative work
6-Step Guide to B2B Content Marketing that WorksLinkedIn
70 percent of marketers report that they plan
to produce more content this year than last
year. At the same time, only 30% rate their
efforts as “effective” or “very effective.”
That means a lot of us still struggle with the
marketing aspect of content marketing. Use
the 6 steps in the following slides as a
blueprint of how to build a content strategy
that produces measurable results.
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.
2017 B2C Content Marketing Benchmarks, Budgets, and TrendsMarketingProfs
Our fifth annual B2C content marketing report is here. Sponsored by Hightail, this report shows where B2C marketers will spend their budget, how much budget businesses are allocating to content marketing efforts, and what kind of strategies we will see in 2017.
Our annual content marketing research, with this report focusing on B2C marketers and their content marketing budgets and trends. New questions, an interesting twist to our research, and valuable budgets and trends as we head into 2017 planning season.
2017 B2B Content Marketing Benchmarks, Budgets, and TrendsMarketingProfs
The seventh annual B2B content marketing report is here. Sponsored by Brightcove, this report shows where B2B marketers will spend their budget, how much budget businesses are allocating to content marketing efforts, and what kind of strategies will see in 2017.
Welcome to the
7th Annual B2B Content Marketing Benchmarks, Budgets, and Trends—North
America
report. We’ve made quite a few changes to our annual survey this year to reflect the
maturing content marketing industry.
This year’s research paints a brighter picture than the last few years, indicating that content
marketing is alive and well! Content marketers are on track—with 62% reporting that their
organizations are much more or somewhat more successful with their overall content marketing
approach compared with one year ago.
Like last year, those who are further along with their approach are the most successful, while
the vast majority of the least successful are in the young/early phases of content marketing.
With time, a documented strategy, creativity, meaningful goals and metrics, a willingness to
experiment, and perhaps most importantly,
a commitment to content marketin
g, those
marketers will succeed.
Please watch for continuing editorial coverage of our research findings throughout 2017.
We hope you will find the insights useful as you prepare for the year ahead
Welcome to the 7th Annual B2B Content Marketing Benchmarks, Budgets, and Trends—North
America report. We’ve made quite a few changes to our annual survey this year to reflect the
maturing content marketing industry.
This year’s research paints a brighter picture than the last few years, indicating that content
marketing is alive and well! Content marketers are on track—with 62% reporting that their
organizations are much more or somewhat more successful with their overall content marketing
approach compared with one year ago.
Like last year, those who are further along with their approach are the most successful, while
the vast majority of the least successful are in the young/early phases of content marketing.
With time, a documented strategy, creativity, meaningful goals and metrics, a willingness to
experiment, and perhaps most importantly, a commitment to content marketing, those
marketers will succeed.
Please watch for continuing editorial coverage of our research findings throughout 2017.
We hope you will find the insights useful as you prepare for the year ahead
It's back! The annual Content Marketing Institute/Content Marketing research returns again to dissect content marketing benchmarks, budgets and trends for B2B marketers in North America.
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.
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.
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.
B2B Content Marketing 2018 - Benchmarks, Budgets & Trends - North America MarketingProfs
Our annual content marketing research with new insights useful for 2018 budget planning and benchmarketing. This new report focuses on business-to-business (B2B) marketers and their content marketing benchmarks, budgets, and trends.
The most wanted content marketing research fruitful for every B2B marketer to effectively develop a budget plan and benchmarking strategies. Full insights in to leading B2B marketer's budgets, trends and benchmarks.
Greetings Marketers,
Welcome to B2C Content Marketing Benchmarks, Budgets, and Trends—North America. This is the companion report to the B2B research we released in September 2017. The data presented in both reports was generated from our eighth annual content marketing survey. One of our key observations this year is that while B2C marketers reported slightly higher levels of overall content marketing success compared with last year, there was a decrease among those who agreed their organization has realistic expectations about what content marketing can achieve. A documented content marketing strategy can help, as it sets expectations for what teams should prioritize; yet, only 38% of B2C marketers reported having one.
Our annual research has consistently shown that those who document their content marketing strategy get better results than those who don’t. Another important key to success is an efficient workflow process (page 4 shows how top-performing B2C marketers rate their project management flow and other distinguishing characteristics that set them apart from their peers). We hope these research findings will be helpful as you consider which content marketing priorities to focus on in the year ahead.
B2C Content Marketing 2018 - Benchmarks, Budgets & Trends - North America MarketingProfs
Our annual content marketing research with new insights useful for 2018 budget planning and benchmarketing. This new report focuses on business-to-consumer (B2C) marketers and their content marketing benchmarks, budgets, and trends.
Greetings Technology Marketers,
Welcome to our annual Technology Content Marketing: Benchmarks, Budgets, and Trends—North America report.
I’m pleased to announce the percentage of technology marketers that reported high levels of overall content marketing
success increased from 24% last year to 31% this year—another 50% reported moderate success. Like last year, nearly 70%
said their organization is much/somewhat more successful with content marketing compared with one year ago.
For a glimpse into how the top-performing content marketers operate, see the chart on page 4. You’ll note that these
marketers report high levels of commitment; document their content marketing strategy; are focused on building audiences;
and are given ample time to produce content marketing results, among other distinguishing factors.
Technology is rapidly changing the processes around content marketing. We look forward to watching how things progress
and reporting back to you again next year.
Welcome to our annual Enterprise Content Marketing Benchmarks, Budgets, and Trends report. Here we present the findings from enterprise marketers (those who work in organizations with 1,000+ employees) who replied to our 11th Annual Content Marketing Survey.
At the time of the survey, content marketers had just made it through the first half of 2020. Most reported that their organization made quick changes when the pandemic hit, most notably by changing their targeting/messaging strategy, adjusting their editorial calendar, and changing their content distribution/promotion strategy. The majority (57%) expected to spend about the same on content marketing during the second half of 2020 as they spent in the first half (17% expected a decrease).
Team size hadn’t changed drastically compared with the previous year (48% said it stayed the same); yet, another 35% reported an increase.
Overall, one-third of the enterprise respondents reported high levels of content marketing success. These top performers said the top two factors contributing to that success in the last 12 months were “the value our content provides” (79%) and “website changes” (62%).
Looking forward, 74% of respondents felt the pandemic would have a major or moderate long- term impact on their organization’s overall content marketing success. It will be interesting to see how enterprise marketers rise to the challenges in 2021.
Welcome to our annual B2B Content Marketing Benchmarks, Budgets, and Trends—North America report. We’re excited to present you with the findings from our latest content marketing survey.
Content marketing has changed a lot since we launched this research nearly a decade ago. We marketers are still focused on content creation, but our thinking about the audiences for whom we create that content has evolved. So, too, have the ways we distribute, measure, and improve upon our content marketing. Technology has played a big role, along with the knowledge we’ve gained through our content marketing experiences.
As you’ll see in this report, some organizations are more developed than others with their content marketing. But you’ll also recognize your own practices reflected in many of the findings. Where does your company stand? What do you need to get to where you want to be? If you need help, let us know!
Similar to Content Marketing in Australia 2017: Budgets, Benchmarks and Trends (20)
There’s one question on every marketer’s mind: “How do I connect?”
We’ve all been seeking connection since the pandemic struck. Stuck at home, working from kitchen tables and converted closets, marketers have been fighting to create and maintain connections with their audiences.
Despite all the upheaval, content remains a tried-and-true way to generate demand. After all, it’s content-driven experiences that build those precious connections, no matter what’s going on in the world outside.
Connection is more important than ever. And as you’ll find out in this report, successful marketers are beginning to make it easier for prospects to purchase at any stage of the buyer’s journey — messages are shifting from why to buy to how to buy.
This has been another tough year. One negative headline after another has drained audiences’ emotional reserves. They need an escape. Marketing content can offer that empathetic, emotionally stirring olive branch they’re searching for.
As you read on, you’ll discover that blogs, podcasts, and videos are the content types that are most effective at the early stages of the buyer’s journey, where brands are fighting to establish customer awareness and audience interest.
The reason is simple: These content types foster connection. They tell a story, they evoke emotion, and they present a face that the audience can relate to. And the strength of the connections that these content types create helps carry buyers through the rest of their journey on a wave of engagement and investment.
In conclusion: Connection lies in content. The last Content Marketing for Demand Generation survey report (2020) talked about creating desire and holding attention. This year, we talk about making it easier for customers to purchase across all stages of the buyer’s journey.
By providing audiences with earnest and engaging content, you can build lasting connections in 2022 and beyond that drive demand to new heights.
Welcome to the Technology Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
The research suggested that due to lockdowns and work-from-home mandates, content marketing piqued the interest of many who were previously unaware of its power. With more people than ever spending time online, content marketing presented a prime opportunity to get and stay in front of audiences.
As in the previous year, nearly one in three technology marketers said their organization was extremely or very successful with content marketing. These marketers, our “top performers,” have certain characteristics that set them apart from their peers (see page 4). Some of the biggest things they do differently than their peers:
◾ Document their content marketing strategy
◾ Do an excellent/very good job demonstrating the ROI of their content marketing initiatives
◾ Prioritize their audience’s informational needs over their organization’s sales message
◾ Differentiate their content from the competition
◾ Nurture subscribers/audiences/leads
No matter how successful they are at content marketing, most respondents plan to invest in video in 2022: 72% of all technology respondents forecast investment in this area followed by investment in events (69%), paid media (65%), and owned-media assets (63%).
And, yes, challenges remain. The top challenges are:
◾ Creating content that appeals to multi-level roles within the target audience
◾ Accessing subject matter experts to create content
◾ Internal communication among teams/silos
These internal challenges point to a greater need for technology marketers to formalize content operations within their organizations.
Welcome to the Enterprise Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
The research suggested that, due to lockdowns and work-from-home mandates, content marketing piqued the interest of many who were previously unaware of its power. With more people than ever spending time online, content marketing presented a prime opportunity to get and stay in front of audiences.
As in the previous year, nearly one in three enterprise marketers said their organization was extremely or very successful with content marketing. These marketers, our “top performers,” have certain characteristics that set them apart from their peers (see page 4). A few of the biggest things they do are to differentiate their content and use content collaboration/calendaring/workflow tools.
No matter how successful they are at content marketing, most respondents plan to invest in video in 2022: 72% of all enterprise respondents forecast investment in this area followed by investment in events (62%), paid media (59%), and owned-media assets (55%).
And, yes, challenges remain. The top challenge, which is the same as it was two years ago, is internal communication between teams/silos (57%). It indicates a pressing need to formalize content operations in enterprises that have not yet done so.
Welcome to the B2C Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
Our research suggested that, due to work-from-home requirements, content marketing piqued the interest of many who were previously unaware of its power. With more people than ever spending time online, content marketing presented a prime opportunity for businesses to get and stay in front of audiences. Some B2C marketers discovered new audiences altogether.
Short articles and videos were big over the last 12 months with the B2C marketers we surveyed. In addition, expect a lot of B2C investment in video in 2022: 72% forecast investment in this area. Paid media came in a distant second.
Although most B2C marketers reported success with content marketing in the last 12 months, there are still challenges. Respondents said their top two content marketing challenges were creating content that appeals to multi-level roles within the target audience (42%) and internal communication between teams/silos (41%).
If B2C marketers can overcome these challenges, they’ll improve their odds of achieving greater content marketing success in 2022.
Welcome to the Manufacturing Content Marketing Benchmarks, Budgets, and Trends with Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
This year’s research suggested that the pandemic awoke a sleeping giant – content marketing, that is. Without in-person events and face-to-face selling, many who had previously paid little attention to content marketing suddenly became aware of its power. More content marketers got a seat at the table and helped keep many businesses on their audiences’ radar. Some discovered new audiences altogether.
Videos and virtual events/webinars were big over the last 12 months with the manufacturing marketers we surveyed. In addition, 85% expect continued investment in video in 2022, making it the top area of predicted investment.
Yet manufacturing marketers continue to face content marketing challenges within their organizations: 51% said they are challenged with creating valuable content instead of sales-oriented content as well as with overcoming the traditional marketing and sales mindset. Fifty percent said they are challenged with accessing subject matter experts to create content. If manufacturing marketers can overcome these challenges, they’ll improve their odds of achieving greater content marketing success in the coming year.
Welcome to 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!
By day, you’re in the office, cooking up content. By night, you’re in the kitchen, preparing a satisfying meal. But what if we combined the two?
Developing a content marketing strategy is like creating a dinner menu. You start with the basic ingredients and build upon them. You perfect your technique, exercising balance while adding a dash of flavor. And don’t forget, presentation is key. You must distribute and plate your meal beautifully.
So, what are people making and how are they making it? We asked the Content Marketing Institute team to share their favorite content-inspired dishes. Whether you are a first-time cook or a seasoned chef, these recipes will give you new perspective on processes, measurement and ROI, technology, and more. They are definitely ones you want in your repertoire.
We’ve put together the ultimate cookbook for content marketers, filled with tasty (and mildly entertaining) recipes. We hope you enjoy it. Bon appétit!
The 2021 Content Management & Strategy survey gives a snapshot of how marketers use tech to help create, manage, deliver, and scale enterprise content and marketing.
Welcome to our annual Technology Content Marketing Benchmarks, Budgets, and Trends report, based on our latest annual content marketing survey conducted in July 2020.
The study showed that technology marketers, in the throes of adjusting to business changes presented by a global pandemic, put more emphasis on using content marketing to generate demand and leads than they had the previous year. They also were looking more closely at conversion and marketing qualified lead (MQL) metrics to track the performance of their content.
These insights suggest that tech marketers were increasingly called upon to use content marketing for demand and lead generation. It makes sense, then, that their use of virtual events (83%) increased by nine percentage points over the previous year, as virtual relationship-building and selling took a front seat. In addition, livestreaming video finally took off (one-third of all tech respondents—and 53% of those working in large companies—reported using it).
It’s too soon to tell if these will be lasting shifts. Priorities are likely to change again as restrictions caused by the pandemic ease up. We look forward to exploring these topics in our next round of annual content marketing research.
Welcome to our annual B2C Content Marketing Benchmarks, Budgets, and Trends report. Here we present the results from B2C marketers who replied to our 11th Annual Content Marketing Survey. The events of 2020 have certainly reshaped how organizations conduct their marketing. At the time of this survey, content marketers were still reeling from the events that took place during the first half of 2020. As we usher in 2021, we are still facing constant change and uncertainty.
Many B2C marketers reported adjusting quickly when the pandemic hit; perhaps their companies were doubling down on digital, heavily engaging in virtual events, or trying to keep on top of rapidly changing analytics resulting from more people being at home and online. All these scenarios created the need for new content, formats, and strategies.
As we move into 2021 in a world where most gatherings are still limited, direct-to-consumer will continue to drive B2C. Successful B2C marketers will focus on creating content experiences and building relationships in the digital world.
What makes CMWorld special? The people. Our speakers, attendees, and sponsors are smart, witty, and fun to be around. Networking is something we all are wanting right now, and CMWorld Bingo gives you a way to have those conversations that make CMWorld great.
Welcome to the 11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends report. You may notice this year’s report feels different than past years and that’s by design. A year like no other required an approach like no other.
As in past years, we fielded the survey during the summer. We asked many of the same questions as last year but added new ones to see how content marketers were faring several months into the pandemic.
Although the data did not reveal drastic reductions in content marketing resources, many respondents shared in the fill-in comments their challenges of having to do more with less. Others shared their concerns about trying to reach audiences in an overcrowded virtual world.
Nevertheless, one thing stood out: Content marketers are resilient. Most have met the challenges of the pandemic head-on: They’re adapting quickly—and they believe in the value their content provides.
Virtual conferences and events provide new opportunities for you
to showcase your product or service, meet 1:1 with your current
and potential customers, and listen to the needs of the industry. With such a large investment of time, money, and human resources, it’s no surprise that management expects great returns on each event that your company sponsors.
On behalf of the Content Marketing Institute team, we’re all here to help you. We’re ready for exciting experiences, great ROI for sponsors, and new ways for customers to advance the practice of content marketing because of partner relationships built at our events.
Welcome to Technology Content Marketing 2020: Benchmarks, Budgets, and Trends. This report is based on the findings from our 10th annual content marketing survey. Technology marketers continue to make progress with content marketing. Approximately one-third rate their organization’s overall content marketing as extremely or very successful, and 76% report they are much more or somewhat more successful compared with one year ago. What makes them successful? When we look at the top performers, we see they treat content marketing as a strategic business function, craft content thoughtfully, experiment with distribution, and measure their results. They use content marketing not only to create brand awareness and generate leads, but also to build loyalty and subscribed audiences.
When Content Marketing Institute (CMI) first reported on manufacturing in 2014, we noted that manufacturers were later to adopt content marketing than other industries we studied. They’ve certainly come a long way since then.
As you’ll see in this report—based on the results of our 10th annual content marketing survey—manufacturing marketers have become more strategic with their content marketing and are feeling less challenged with communicating complex content. Many are reporting success with their overall approach to content marketing. The ability to craft content for different audiences across various stages of the buyer’s journey—and distribute that content with precision—will be important to continued success in 2020.
Unpredictable algorithm shifts. Falling reach and lower engagement rates. Growing consumer mistrust from fake news and data breaches.
Despite woes like these, people still use social media platforms – and marketers are still drawn to their relationship-building powers. In fact, in 2019 research from Content Marketing Institute and MarketingProfs, 61% of B2B marketers and 69% of B2C marketers say they’ve increased their use of social media for content marketing compared with one year ago.
However, navigating the social media landscape is like entering a dark forest without a map. If you aren’t familiar with the terrain and don’t have a solid plan, you can’t expect to reach your destination, let alone make it out of the woods unscathed.
This guide is full of tools that will help you find the best path to success, from planning your social media explorations, to growing legions of brand fans, to engaging them in meaningful ways.
We’ll cover the top content marketing opportunities in the social sphere, including:
- Landmark locations like Facebook, Twitter, and LinkedIn
- Video viewing-centric channels like YouTube and Twitch
- Streaming media sites like Snapchat Stories and Instagram Stories
- Emerging social platforms like Vero True Social and WeGather Online
Welcome to our ninth annual B2B Content Marketing Benchmarks, Budgets, and Trends—North America report. We surveyed content marketers worldwide about a range of content marketing topics including strategy, audience development, technology proficiency, and content types. This report presents the data from the B2B content marketers in North America.
Although issues such as changes in SEO and social media algorithms are top-of-mind for B2B content marketers, they are accustomed to rapid changes in technology that often enable them to do their jobs faster, with better results. When the process-related components of the content marketer’s job are efficient, time is freed up to better serve the audience, discovering and developing the types of content they truly want and need.
We hope you find this research helpful as you plan for 2019!
It's back! Content Marketing World's annual conference ebook featuring a large number of our incredible speakers offering their insights on content marketing, how to level up and advance, how best to amplify your message and so much more. Check out what your favorite content marketers have to say on these topics and also meet some new faces to CMWorld. CMWorld 2018 is going to be epic - be sure to join us there! Game On!
Interactive content enables you to deliver engaging, educational,differentiated content experiences. Discover what other marketersare learning and start your climb.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
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A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
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Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
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The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
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2. Welcome
Differences Between Australian Marketers
by Organization’s Content Marketing
Maturity Level
Section 1: Usage & Team Organization
Section 2: Clarity, Commitment &
Overall Success
Section 3: Content Marketing Strategy
Section 4: Content Creation & Distribution
Section 5: Goals & Metrics
Section 6: Budgets & Spending
Methodology/Demographics
About
TABLE OF CONTENTS
3
4
5
10
18
23
40
43
44
34
2
SPONSORED BY
3. WELCOME
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.
Yours in content,
Joe & Jodie
Joe Pulizzi
Founder
Content Marketing Institute
3
SPONSORED BY
Jodie Sangster
Chief Executive Officer
The Association for
Data-driven Marketing
and Advertising
4. SPONSORED BY
4
COMPARISON CHART
Sophisticated/
Mature
Total Australia
Sample
Young/
First Steps
Organization is extremely/very committed to content marketing 91% 59% 27%
Organization is clear on what an effective or successful content marketing
program looks like
76% 49% 19%
Organization’s overall content marketing approach is extremely or very successful 56% 25% 3%
Organization’s overall content marketing approach is much more or somewhat
more successful compared with one year ago
73% 59% 43%
Has a documented content marketing strategy 71% 44% 14%
Measures content marketing ROI 88% 76% 54%
Percentage of total marketing budget allocated to content marketing (average) 36% 30% 18%
Agrees that organization values creativity and craft in content creation
and production
94% 68% 46%
Agrees that organization is focused more on building long-term relationships
than on getting quick results from content marketing
91% 77% 71%
Agrees that organization is focused on building audiences
(one or more subscriber bases)
91% 69% 51%
Always/frequently differentiates content from competition’s 88% 60% 48%
Differences Between Australian Marketers by
Organization’s Content Marketing Maturity Level
Content Marketing in Australia 2017: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
See page 7 for a definition of content marketing maturity levels.
5. 5
USAGE&TEAM
ORGANIZATION
35% 52% 40%Are in the
sophisticated/
mature phase of
content marketing
maturity
Have small content
marketing teams
serving the entire
organization
Have experienced
management changes
that have had a
positive impact on
the organization’s
content marketing
USAGE&TEAM
ORGANIZATION
AUSTRALIAN CONTENT MARKETING
SPONSORED BY
6. SPONSORED BY
6
USAGE & TEAM ORGANIZATION
Content Marketing in Australia 2017: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
Does your organization use content marketing?
Content marketing is defined as “a strategic
marketing approach focused on creating
and distributing valuable, relevant, and
consistent content to attract and retain a
clearly defined audience — and, ultimately,
to drive action.”
Note: Of the 18% of nonusers, 57% say they
plan to launch a content marketing effort
within 12 months; 43% had no immediate
plans to begin using content marketing; and
none of the respondents had used content
marketing in the past and stopped.
Base = Australian marketers.
82% Yes
18%
No
Percentage of Australian Marketers
Using Content Marketing
7. SPONSORED BY
7
USAGE & TEAM ORGANIZATION
Content Marketing in Australia 2017: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
How would you describe your organization’s
content marketing maturity level?
HowAustralianMarketersAssessTheirOrganization’s
ContentMarketingMaturityLevel
SOPHISTICATED MATURE ADOLESCENT YOUNG FIRST STEPS
8% 27% 28% 27% 11%Providing accurate
measurement
to the business,
scaling across the
organization
Finding success,
yet challenged with
integration across the
organization
Have developed
a business case,
seeing early success,
becoming more
sophisticated with
measurement
and scaling
Growing pains,
challenged with
creating a cohesive
strategy and a
measurement plan
Doing some aspects
of content, but
have not yet begun
to make content
marketing a process
Base = Australian content marketers; aided list.
8. SPONSORED BY
8
USAGE & TEAM ORGANIZATION
Content Marketing in Australia 2017: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
How is content marketing structured
within your organization?
Australian Content Marketing
Organizational Structure
Centralized content marketing group
that works with multiple brands/product
lines throughout the organization
Each brand (product line/property)
has its own content marketing team
Both: A centralized group as well
as individual teams throughout
the organization
Small (or one-person) marketing/
content marketing team
serves the entire organization
Other
23%
6%
14%
52%
4%
Base = Australian content marketers; aided list.
9. SPONSORED BY
9
USAGE & TEAM ORGANIZATION
Content Marketing in Australia 2017: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
Has your organization undergone any management
and/or structural changes over the last 12 months that
have impacted your content marketing approach?
Base = Australian content marketers; aided list.
52%
8%40%
Australian Management
Changes Impacting Content Marketing
Yes, had
a positive
impact Yes, had
a negative
impact
No changes
10. 10
CLARITY,COMMITMENT
&OVERALLSUCCESS
59% 25% 59%Are extremely or
very committed to
content marketing
Are extremely or
very successful
with their overall
approach to
content marketing
Are much more or
somewhat more
successful with
content marketing
than they were one
year ago
AUSTRALIAN CONTENT MARKETING
SPONSORED BY
11. SPONSORED BY
11
CLARITY, COMMITMENT & OVERALL SUCCESS
Content Marketing in Australia 2017: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
In your organization, is it clear what an effective or
successful content marketing program looks like?
30%
21%
49%
Percentage of Australian Marketers
Whose Organizations Have Clarity
on Content Marketing Success
Yes
No
Unsure
Base = Australian content marketers; aided list.
12. SPONSORED BY
12
CLARITY, COMMITMENT & OVERALL SUCCESS
Content Marketing in Australia 2017: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
How would you describe your organization’s
commitment level to content marketing?
36%
0%
42%
17%
Australian Organizations’
Commitment to Content Marketing
Extremely
Committed
Very Committed
Somewhat
Committed
Not Very
Committed
Not At All
Committed
5%
Base = Australian content marketers; aided list.
13. SPONSORED BY
13
Content Marketing in Australia 2017: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
CLARITY, COMMITMENT & OVERALL SUCCESS
How would you characterize the success
of your organization’s current overall
content marketing approach?
51%
21%
2%
20%
5%
How Australian Marketers Rate the Success of Their
Organization’s Overall Content Marketing Approach
Extremely
Successful
Very
Successful
Moderately
Successful
Minimally
Successful
Not At All
Successful
Base = Australian content marketers; aided list.
Note: The survey defined success as
achieving your organization’s desired/
targeted results.
14. SPONSORED BY
14
Content Marketing in Australia 2017: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
CLARITY, COMMITMENT & OVERALL SUCCESS
How does the success of your organization’s
current overall content marketing approach
compare with one year ago?
How Australian Marketers Rate Their
Organization’s Content Marketing Approach
Compared With One Year Ago
17%
42%
31%
3% 2%
5%
Much More
Successful
Somewhat
More
Successful
About the
Same as
One Year
Ago
Somewhat
Less
Successful
Much Less
Successful
Does Not
Apply
(program is less than
one year old)
Base = Australian content marketers; aided list.
15. SPONSORED BY
15
Content Marketing in Australia 2017: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
CLARITY, COMMITMENT & OVERALL SUCCESS
To what factors do you attribute your organization’s
increase in overall success with content marketing?
Base=Australiancontentmarketerswhosaidtheirorganizations’contentmarketingismuch/
somewhatmoresuccessfulthanoneyearago.Aidedlist;multipleresponsespermitted.
Other reasons cited: More
Budget for Content Marketing
(28%), Content Marketing
Technologies/Tools (21%), We
Have Given Our Efforts Time to
Bear Fruit and Are Now Getting
Results (21%), Content Marketing
Training/Education (14%),
Assistance of Outside Expertise
(7%), Changes in Our Target
Audience(s) (3%), and Other (2%).
Factors Contributing to Australian Marketers’
Increased Success Over the Last Year
71%
62%
59%
52%
Content Creation (higher
quality, more efficient)
Strategy (development
or adjustment)
Content Marketing Has
Become a Greater Priority
Spending More Time on
Content Marketing
Content Distribution (better
targeting, identification
of what works)
Management/HR (organizational
changes, staffing, new content
marketing roles)
Content Measurement
(growing in ability to
show results)
52%
40%
33%
16. SPONSORED BY
16
Content Marketing in Australia 2017: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
CLARITY, COMMITMENT & OVERALL SUCCESS
To what factors do you attribute your organization’s
stagnancy in success with content marketing?
Base = Australian content marketers who said their organizations’ content marketing success
is about the same as one year ago. Aided list; multiple responses permitted.
Other reasons cited: Lack of Content
Marketing Training/Education (23%),
Our Program Hasn’t Had Enough Time to
Bear Fruit/Produce Results (17%), Lack of
Adequate or Effective Content Distribution
(13%), Changes in Our Target Audience(s)
(0%), and Other (7%).
Factors Contributing to Australian Marketers’
Stagnant Success Over the Last Year
63%Not Enough Time Devoted
to Content Marketing
Content-Creation
Challenges
Strategy Issues (lack of strategy,
developing/adjusting strategy)
Content Marketing Technologies/
Tools (lack of, or new systems
that require a learning curve)
Management/HR (organizational
changes,staffing issues)
Content Marketing Budget
Issues (inadequate budget,
budget cuts)
Content Marketing Not
Prioritized Highly Enough
Content Measurement
Challenges
53%
50%
47%
43%
33%
30%
30%
Note: Due to the low percentage of Australian
marketers who said their organization’s overall
content marketing success is somewhat or much less
successful compared with one year ago, this report
does not include a chart for “Factors Contributing to
Australian Marketers’ Decreased Success Over the
Last Year.”
17. SPONSORED BY
17
OPINIONS ABOUT CONTENT MARKETING
Content Marketing in Australia 2017: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
Indicate your level of agreement with the following statements
concerning content marketing in your organization.
Australian Marketers’ Opinions About Content Marketing
90% 5%5%
77% 10% 13%
75% 16% 9%
69% 19% 12%
69% 19% 12%
68% 15% 17%
64% 21% 15%
50% 21% 29%
Content marketing is an important component
of our organization’s marketing program
Our organization is focused on providing an
overall exceptional experience for our audience
Our organization is focused more on building
long-term relationships than on getting quick
(campaign-like) results from our content marketing
Our organization values creativity and
craft in content creation and production
Our organization is focused on building
audiences (building one or more subscriber bases)
Our organization has realistic expectations
about what content marketing can achieve
We are able to respond quickly when necessary
to adjust our content marketing strategy
Our leadership team gives us ample time to
produce content marketing results
■ Agree ■ Neither Agree Nor Disagree ■ Disagree
Base = Australian content marketers; aided list.
18. 18
CONTENTMARKETING
STRATEGY
44%Have a
documented
content marketing
strategy
71% 48%Say their strategy
includes a plan to
operate content
marketing as an
ongoing business
process, not
simply a campaign
Say their strategy
is extremely or very
effective at helping
their organization
achieve its current
content marketing
goals
AUSTRALIAN CONTENT MARKETING
SPONSORED BY
19. SPONSORED BY
19
CONTENT MARKETING STRATEGY
Content Marketing in Australia 2017: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
Does your organization have a
content marketing strategy?
31%
3%
44%
22%
Percentage of Australian Marketers
Who Have a Content Marketing Strategy
Yes, and it is
documented
No, with no plans
to have one within
12 months
Yes, but it is not
documented
No, but plan to have
one within 12 months
Base = Australian content marketers; aided list.
20. SPONSORED BY
20
CONTENT MARKETING STRATEGY
Content Marketing in Australia 2017: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
Which of the following elements are included in
your content marketing strategy?
Base = Australian content marketers who have a content
marketing strategy. Aided list; multiple responses permitted.
Elements Australian Marketers Include
in Their Content Marketing Strategy
71%
A plan to operate content marketing
as an ongoing business process,
not simply a campaign
Content mission and a differentiated
story/value to deliver
Deep understanding of
audience personas
A process to align with other sales/
marketing/loyalty initiatives
Well-defined business goals for content
A measurement plan to provide both
insight and progress toward
the business goals
The ability to scale over time (i.e., to grow
along with your organization)
Other elements
Unsure
63%
56%
56%
53%
47%
42%
16%
5%
21. SPONSORED BY
21
CONTENT MARKETING STRATEGY
Content Marketing in Australia 2017: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
How effective is your content marketing strategy
at helping your organization achieve its current
content marketing goals?
Base = Australian content marketers who have a content marketing strategy; aided list.
38%
14%
0%
38%
10%
How Australian Marketers Rate the Effectiveness
of Their Content Marketing Strategy
Extremely
Effective
Very
Effective
Moderately
Effective
Minimally
Effective
Not At All
Effective
22. SPONSORED BY
22
CONTENT MARKETING STRATEGY
Content Marketing in Australia 2017: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
How effective is your content marketing strategy
compared with one year ago?
Base = Australian content marketers who have a content marketing strategy; aided list.
How Australian Marketers Rate the Effectiveness
of Their Content Marketing Strategy
Compared With One Year Ago
26%
33%
31%
0% 0%
10%
Much More
Effective
Somewhat
More
Effective
About the
Same as
One Year
Ago
Somewhat
Less
Effective
Much Less
Effective
Does Not
Apply
(content marketing
strategy is less than
one year old)
23. 23
CONTENTCREATION
&DISTRIBUTION
72% 72% 69%Always/frequently
prioritize
delivering content
quality over
quantity
Always/frequently
focus on creating
content for their
audience versus
their brand
Always/frequently
consider how their
content impacts the
overall experience a
person has with their
organization
AUSTRALIAN CONTENT MARKETING
SPONSORED BY
24. SPONSORED BY
24
CONTENT CREATION & DISTRIBUTION
Content Marketing in Australia 2017: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
Which content marketing tools does your
organization currently use?
Base = Australian content marketers. Aided list; multiple responses permitted.
Fewer than 45% of
Australian marketers said
they use the following
tools: Media Plan/Paid
Advertising Calendar
(44%), Measurement KPIs/
Dashboard (40%), Marketing
Automation Software (39%),
Buyer Personas (38%),
Editorial Mission Statement
(21%), Content Distribution
Software (18%), Content
Collaboration/Workflow
Software (7%), Digital Asset
Management (DAM) System/
File Storage (5%), Content
Planning/Creation Software
(4%), and Other (3%).
Australian Marketers’
Content Marketing Tool Usage
80%
Brand Style/Tone of Voice Guidelines
Social Media Calendar
Social Media Guidelines
Content Management System
Editorial Calendar
Dedicated Email Platform
Analytics Tools
67%
64%
60%
61%
55%
52%
:
25. SPONSORED BY
25
Content Marketing in Australia 2017: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
CONTENT CREATION & DISTRIBUTION
Which techniques does your organization use
to gain knowledge about its target audience(s)
so you can create the right messages?
Base = Australian content marketers. Aided list; multiple responses permitted.
Fewer than 35% of Australian
marketers said they use
the following techniques:
Qualitative Primary Research
(32%), Auditing Existing Buyer
Data (27%), Expert Advisory
Boards (13%), Usability Testing
(12%), and Other (2%). 6% said
they do not use techniques.
Techniques Australian Marketers Use
to Learn About Target Audience(s),
for Purposes of Creating the Right Messages
61%
Customer Feedback/Panels
Competitive Analysis
Social Listening
Database Analysis
A/B Testing
Secondary Data Analysis/
Internet Searches
Quantitative Primary
Research
Employee Feedback
Keyword Research
Website Analysis
59%
54%
49%
46%
44%
41%
37%
35%
35%
26. SPONSORED BY
26
CONTENT CREATION & DISTRIBUTION
Content Marketing in Australia 2017: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
Compared with 2016, do you expect your
organization to produce more, the same amount,
or less original content in 2017?
27%
4%
1%
68%
Expected Change in Australian Content Creation
(2016 vs. 2017)
More
Same
Amount
Less
Unsure
Base = Australian content marketers; aided list.
27. SPONSORED BY
27
CONTENT CREATION & DISTRIBUTION
Content Marketing in Australia 2017: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
Which content marketing tactics does
your organization use?
Base = Australian content marketers. Aided list; multiple responses permitted.
Fewer than 35% of Australian
marketers said they use the
following tactics: Interactive
Tools (30%), Print Magazines
(27%), Digital Magazines (23%),
Research Reports (23%), Mobile
Apps (21%), Separate Content
Hubs (16%), Podcasts (15%),
Video [live-streaming media]
(13%), Print Newsletters (12%),
Books (11%), Virtual Conferences
(3%), and Other (10%).
Australian Content Marketing Tactic Usage
82%
Ebooks/White Papers
Online Presentations
Webinars/Webcasts
Video (pre-produced)
Illustrations/Photos
Infographics
In-Person Events
Email Newsletters
Blogs
Social Media Content
78%
72%
47%
42%
38%
37%
36%
67%
64%
Average
Number
Used:
8
28. SPONSORED BY
28
CONTENT CREATION & DISTRIBUTION
Content Marketing in Australia 2017: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
Which content marketing tactics that your
organization uses will be most critical to its overall
content marketing success in 2017?
Base = Australian content marketers who use the tactics shown;
multiple responses permitted.
Fewer than 20% of Australian
marketers whose organizations
use the following tactics said
the tactic will be critical to
content marketing success
in 2017: Ebooks/White Papers
(17%), Infographics (12%),
Print Magazines (11%), Online
Presentations (10%), Webinars/
Webcasts (10%), Digital Magazines
(8%), Mobile Apps (8%), Separate
Content Hubs (8%), Interactive
Tools (7%), Research Reports
(7%), Podcasts (5%), Video [live-
streaming media] (5%), Books
(4%), Illustrations/Photos (4%),
Print Newsletters (2%), Virtual
Conferences (0%), and Other (5%).
Tactics Used That Australian Marketers Say Will be
Most Critical to Content Marketing Success in 2017
49%
Video (pre-produced)
In-Person Events
Email Newsletters
Blogs
Social Media Content
43%
43%
37%
38%
29. SPONSORED BY
29
CONTENT CREATION & DISTRIBUTION
Content Marketing in Australia 2017: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
How often do you take the following concepts into
account while creating content for your organization?
How Often Australian Marketers Consider
Various Concepts While Creating Content
72% 23% 5%
72% 21% 7%
60% 20% 20%
59% 32% 9%
47% 35% 18%
Prioritize delivering content
quality over content quantity
Consider how our content impacts the overall
experience a person has with our organization 69% 19% 12%
Differentiate our content from our competition’s
Focus on creating content for our
audience versus our brand
Deliver content consistently
46% 30% 24%
Craft content based on specific
points of the buyer’s journey
Prioritize providing the right content
to the right person at the right time
■ Always/Frequently ■ Sometimes ■ Rarely/Never
Base = Australian content marketers; aided list.
30. SPONSORED BY
30
CONTENT CREATION & DISTRIBUTION
Content Marketing in Australia 2017: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
Which channels does your organization use
to distribute content?
Base = Australian content marketers.
Aided list; multiple responses permitted.
Fewer than 20% of
Australian marketers said
they use the following
channels: SlideShare (14%),
iTunes (9%), Medium (5%),
Pinterest (4%), Snapchat (4%),
Tumblr (1%), and Other (17%).
Channels Australian Marketers
Use to Distribute Content
92%
Print
Instagram
Google+
YouTube
Facebook
Twitter
LinkedIn
Email
88%
78%
63%
39%
27%
29%
66%
Average
Number
Used:
5
31. SPONSORED BY
31
CONTENT CREATION & DISTRIBUTION
Content Marketing in Australia 2017: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
How important is each channel your organization
uses to its overall content marketing success?
Base = Australian content marketers who use the channels shown;
multiple responses permitted.
Note: Percentages comprise
marketers who rated each
channel a 4 or 5 on a 5-point
scale where 5 = Extremely
Important and 1 = Not At
All Important. Importance
ratings for SlideShare, iTunes,
Medium, Pinterest, Snapchat,
and Tumblr are not reported
due to low incidence of use.
Channels Australian Marketers Use to Distribute Content
Rated by Importance to Overall Content Marketing Success
Facebook
Instagram
Google+
YouTube
Twitter
LinkedIn
Email
Print
95%
68%
58%
57%
52%
48%
22%
70%
32. SPONSORED BY
32
CONTENT CREATION & DISTRIBUTION
Content Marketing in Australia 2017: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
Which paid methods of content promotion does your
organization use in its content marketing efforts?
Base = Australian content marketers.
Aided list; multiple responses permitted.
39%Content Discovery Tools
6% Do Not Use
Paid Methods Australian Marketers
Use to Promote Content
89%Social Promotion
Print or Other Offline Promotion 73%
Traditional Online Banner Ads 59%
Native Advertising 51%
Search Engine Marketing 73%
Average
Number
Used:
4
33. SPONSORED BY
33
CONTENT CREATION & DISTRIBUTION
Content Marketing in Australia 2017: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
How effective are the paid methods of content
promotion that your organization uses?
Base = Australian content marketers who use the paid methods shown;
multiple responses permitted.
Paid Methods Australian Marketers Use to
Promote Content Rated by Effectiveness
Print or Other
Offline Promotion
Content
DiscoveryTools
Native Advertising
Traditional Online
Banner Ads
Social Promotion
Search Engine Marketing 63%
63%
33%
29%
16%
34%
Note: Percentages comprise marketers
who rated each paid method a 4 or 5
on a 5-point scale where 5 = Extremely
Effective and 1 = Not At All Effective.
The survey defined effectiveness as
accomplishing your content marketing
objectives.
34. 34
GOALS&METRICS
72% 71% 80%Will focus on
engagement as a
content marketing
goal over the next
12 months
Use website traffic
to measure how
well their content
marketing is
producing results
Can demonstrate how
content marketing
has increased
audience engagement
AUSTRALIAN CONTENT MARKETING
SPONSORED BY
35. SPONSORED BY
35
GOALS & METRICS
Content Marketing in Australia 2017: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
Which content marketing goals will your
organization focus on over the next 12 months?
Base: Australian content marketers. Aided list; multiple responses permitted.
Organizational Goals for Australian
Content Marketing for Next 12 Months
Customer Retention/Loyalty
Building Our Audience
via Subscription Growth
Lead Generation
Lead Nurturing
Sales
Brand Awareness
Engagement 72%
70%
64%
62%
58%
57%
55%
Fewer than 40% of Australian
marketers cited the following goals:
Customer Evangelism/Creating Brand
Advocates (37%), Upsell/Cross-sell
(36%), Cost Savings (15%), Unsure
(1%), and Other (3%).
36. SPONSORED BY
36
GOALS & METRICS
Content Marketing in Australia 2017: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
Which metrics does your organization use
to determine how well its content marketing
is producing results?
Base = Australian content marketers.
Aided list; multiple responses permitted.
Australian Content Marketing Metrics Usage
Sales Lead Quantity
SEO Ranking
Sales Lead Quality
Social Media Sharing
Higher Conversion Rates
Time Spent on Website
Sales
Subscriber/Community Growth
Website Traffic 71%
63%
57%
52%
51%
50%
45%
41%
39%
Fewer than 35% of Australian
marketers said they use the
following metrics: Data Capture
(33%), Qualitative Feedback from
Customers (32%), Brand Lift (23%),
Inbound Links (23%), Customer
Renewal Rates (17%), Purchase Intent
(13%), and Other (6%). 2% said they
do not use metrics.
37. SPONSORED BY
37
GOALS & METRICS
Content Marketing in Australia 2017: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
Which metrics that your organization uses provide truly
measurable results of your content marketing efforts?
Base = Australian content marketers who use the metrics shown.
Aided list; multiple responses permitted.
Fewer than 15% of Australian
marketers whose organizations
use the following metrics said the
metric provides truly measurable
results of their content marketing
efforts: Data Capture (10%), Brand Lift
(9%), Customer Renewal Rates (9%),
Purchase Intent (5%), Inbound Links
(4%), and Other (1%). 8% said none
of the metrics they use provide truly
measurable results.
Metrics Used That Australian Marketers Say Provide
Truly Measurable Results of Content Marketing Efforts
SEO Ranking
Social Media Sharing
Sales Lead Quantity
Subscriber/Community Growth
Sales
Higher Conversion Rates
Sales Lead Quality
Website Traffic 35%
34%
33%
29%
27%
25%
22%
20%
19%
17%
Time Spent on Website
Qualitative Feedback
from Customers
38. SPONSORED BY
38
GOALS & METRICS
Content Marketing in Australia 2017: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
At which phases of the buyer’s journey does your
organization measure content marketing ROI?
Base = Australian content marketers. Aided list; multiple responses permitted.
Phases of Buyer’s Journey Where Australian
Marketers Measure Content Marketing ROI
Top-of-funnel
• Lead generation
• Building an audience
Mid-funnel
• Developing relationships with
qualified leads and existing customers
Bottom-of-funnel
• Conversions
• Sales
Post-sales
• Retention
• Upsell/Cross-Sell
• Loyalty
• Evangelism
Do not measure
content marketing ROI
51%
31%
51%
28%
24%
39. SPONSORED BY
39
GOALS & METRICS
Content Marketing in Australia 2017: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
Indicate your level of agreement with each statement
concerning the content marketing metrics
used in your organization.
Base = Australian content marketers who use metrics to
determine content marketing results; aided list.
Australian Marketers’ Metrics Agreement Statements
61% 26% 13%
37% 42% 21%
I/my team can demonstrate how content marketing has…
68% 23% 8%
Increased audience
engagement
Increased our
organization’s sales
80% 14% 6%
Increased our
number of leads
Decreased our cost of
customer acquisition
■ Agree ■ Neither Agree Nor Disagree ■ Disagree
40. 40
BUDGETS&SPENDING
30% 47% 42%Is the average
proportion of total
marketing budget
that is spent on
content marketing
Plan to increase
their content
marketing
spending over the
next 12 months
Plan to keep their
content marketing
spending around the
same level over the
next 12 months
AUSTRALIAN CONTENT MARKETING
SPONSORED BY
41. SPONSORED BY
41
BUDGETS & SPENDING
Content Marketing in Australia 2017: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
Approximately what percentage of your organization’s
total marketing budget (not including staff)
is spent on content marketing?
Base = Australian content marketers; aided list.
Percentage of Total Marketing Budget Spent
on Australian Content Marketing
3%
6%
11% 12%
15%
30%
3%
100% 75-99% 50-74% 25-49% 10-24% 1-9% 0% Unsure
19%
Average:
30%
42. SPONSORED BY
42
BUDGETS & SPENDING
Content Marketing in Australia 2017: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
How do you expect your organization’s content
marketing budget to change in the next 12 months?
Base = Australian content marketers; aided list.
42%
3%
7%
47%
Australian Content Marketing Spending
(Over Next 12 Months)
Increase
Remain
the Same
Decrease
Unsure
43. SPONSORED BY
43
METHODOLOGY/DEMOGRAPHICS
ContentMarketinginAustralia2017:Benchmarks,Budgets,andTrendswas produced by Content Marketing Institute in partnership with the
Association for Data-driven Marketing and Advertising (ADMA) and sponsored by LinkedIn Marketing Solutions.
The seventh annual content marketing survey, from which the results of this report were generated, was mailed electronically to a sample of
marketers using lists from Content Marketing Institute, ADMA, MarketingProfs, and WTWH Media.
A total of 2,562 recipients from around the globe—representing a full range of industries, functional areas, and company sizes—completed the
survey during July and August 2016. This report presents the findings from the 119 respondents who indicated they were for-profit marketers in
Australia (65% B2B, 13% B2C, and 22% both B2B+B2C).
Additional reports based on the annual survey are available at www.contentmarketinginstitute.com/research. Special thanks to MarketingProfs
for their assistance with the annual survey and the B2B North America and B2C North America reports.
Content Marketing in Australia 2017: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
Australian Industry
Classification
18%
13%
12%
8%8%
4%
4%
4%
29%
Real Estate■
Other■
Publishing/Media■
■ Technology/IT/Software/
Hardware Healthcare/Medical/
Pharmaceuticals
■
Agency (Advertising, Digital,
Content Marketing, PR, Marcom)
■
Manufacturing■
Consulting■
Accounting/Banking/
Financial Institutions
■
Size of Australian Company
(by Employees)
Australian Job Title/
Function
19%
28%
29%
24%
■ Small (10-99 Employees)
■ Micro(Fewerthan10Employees)
■ Midsize (100-999 Employees)
■ Large (1,000+ Employees)
43%
20%
10%
10%
8%3%
3%
2%
Marketing - Staff/Support/
Administration
■
■ Marketing/Advertising/
Communications/PR Management
Corporate Management
(Owner/President, CEO, CMO)
■
Content Creation/
Management
■
Consulting■
■ Sales and Business Management
General Management (GM/VP)■
Website/Technology■
44. SPONSORED BY
44
ABOUT
Thanks to all the survey respondents and survey distribution partners who made this survey possible.
About Content Marketing Institute (CMI)
Content Marketing Institute is the leading global content marketing education and training organization, teaching enterprise brands how to attract and
retain customers through compelling, multichannel storytelling. CMI’s Content Marketing World event, the largest content marketing-focused event,
is held every September in Cleveland, Ohio, USA, and the Intelligent Content Conference event is held every spring. CMI publishes the bi-monthly
magazine Chief Content Officer, and provides strategic consulting and content marketing research for some of the best-known brands in the world. Watch
this video to learn more about CMI, a UBM company. To view all research and to subscribe to our emails, visit www.contentmarketinginstitute.com.
About the Association for Data-driven Marketing and Advertising
The Association for Data-driven Marketing and Advertising (ADMA) is the principal industry body for information-based marketing and advertising and is the
largest marketing and advertising body in Australia with more than 600 member organisations.
ADMA 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 LinkedIn Marketing Solutions
LinkedIn connects the world’s professionals to make them more productive and successful and transforms the ways companies hire, market, and sell. Our
vision is to create economic opportunity for every member of the global workforce through the ongoing development of the world’s first Economic Graph.
LinkedIn has more than 450 million members worldwide and over 8 million in Australia.
With LinkedIn Marketing Solutions, brands can build a presence, establish relationships, and reach the people that matter most through content
marketing and advertising solutions.