Content marketing growing, but time is of the essence

In Content Strategy, Local News, Research by Rob JohnsonLeave a Comment

Australian marketers are more likely than North American and UK marketers to have a documented content strategy, according to new research by the Association for data-driven marketing and advertising (ADMA) and the Content Marketing Institute. But the major constraints they face is a lack of time to produce enough content to fulfill their needs.

The fourth annual Content Marketing Survey, from which the results of this report were generated, was mailed electronically to a sample of marketers using lists from Content Marketing Institute, MarketingProfs, Brightcove, Blackbaud, The Association for data-driven marketing & advertising (ADMA), the Direct Marketing Association UK (DMA), Industry Week, and New Equipment Digest. A total of 4,397 recipients from around the globe—representing a full range of industries, functional areas, and company sizes—responded throughout July and August 2013.

This report provides insight into how Australian for-profit marketers—both business-to-business (B2B) and business-to-consumer (B2C)—are using content marketing. It also includes comparisons of Australian marketers with their North American and UK peers, so marketers can see where they are similar and different.

While content marketing is obviously growing as a strategy in this country, only 33% of Australian marketers believed they were effective at content marketing. This may explain why Australian marketers (52%) are more likely than North American (43%) and UK (42%) marketers to have a documented content strategy. 69% are planning to increase their content marketing budget over the next 12 months, compared with 58% of their North American and 56% of their UK peers. 81% are producing more content than they did one year ago, compared with 72% of their North American and 76% of their UK peers.

While Australian marketers are less challenged with certain areas (e.g., producing enough content and producing engaging content) than their North American and UK peers are, they rate themselves lower in terms of overall effectiveness.

Other insights from the research include: Australian (80%) and UK (86%) marketers use blogs more frequently than North American (75%) marketers do. North American marketers use in-person events more frequently. Australian marketers (73%) rate eNewsletters as more effective than North American (63%) and UK (66%) marketers do. Australian, North American, and UK marketers say LinkedIn is the most effective social media platform they use to distribute content. North American (50%) and UK (61%) marketers rate Twitter as more effective than Australian (45%) marketers do. Australian marketers rate SlideShare (49%) as more effective than North American (43%) and UK (41%) marketers do.

A bit more than 40% of Australian marketers believe they produce engaging content (compared with their North Americanv(47%) and UK (44%) peers.0 Australian marketers (41%) are more challenged with producing a variety of content when compared with their North American (38%) and UK (33%) peers.

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