INF

OG

RA

PH

IC: R

USS

ELL

TAT

E.C

OM

AUSTRALIAN CONTENT MARKETING benchmar ks, BUDGET S AND TRENDS 2014

It’s clear Australians marketers have embraced content marketing,but what are their organisational goals?

Australians are producing lots of content, using a

variety of tactics and social media platforms,

but are they achieving results?

Lead generationhas increased by12% from last year.

Brand awareness

is still the topcontent

marketinggoal.

81% of Australian marketers say they are producing more content now than they werelast year.

of marketers surveyed now have a dedicated content marketing resource.

On average, Australian marketers

allocate 27% of their total budget to content marketing.

of Australian marketers are

planning to increase their content

marketing budgetin the next 12

months.

ORGANISATIONAL GOALS FOR CONTENT MARKETING

93%

How are Australian marketers keeping up with the content marketing revolution? Let’s explore the findings from the Content Marketing Institute’s latest research into content marketing practices in Australia.

of AustralianB2B and B2C

marketers are now using content

marketing. BUT 69%

75%

Engagement

Leadgeneration

Customeracquisition

Customerretention / loyalty

Websitetra�c

Thoughtleadership

Sales

Leadmanagement/

nurturing

37%40%54%58%62%65%68%72%80%

Which social media channels are they using to amplify their content?

So Australian marketers are increasing budgets, hiring Content Managers and planning on producing more content, but they don’t feel like they’re effective at content marketing?

You wouldn’t build a house without a blueprint ;nor should you create and distribute content without a content strategy.

The key takeaway from this year’s research… AUSTRALIAN MARKETERS NEED TO STOP CREATING CONTENT FOR CONTENT’S SAKE.

DO DOCUMENTED CONTENT STRATEGIES INCREASE EFFECTIVENESS? YES!

Developing a content strategy enables you to de�ne your content objectives, target audience, format and style, distribution tactics and KPIs from the outset. You can

therefore e�ectively implement and most importantly measure your content marketing program. After all, how can you measure ROI if you don’t understand why you’re

producing content in the �rst place?

They’re in a rush to produce more content…

Australian content marketers have fallen in love with LinkedIn!

Social media platformsused by marketers.

Only 33% of Australian content marketers feel they are e�ective…

Most e�ectivesocial media platforms

79%

74%

47%

30%

29%43%

52%

49%

49% 45%

43%

More

4% Less

38%

Signficantlymore

15%

Same

Email is notdead!

Very e�ective E�ective Somewhat e�ective A little e�ective Not at all e�ective

5%

28%

3%

13%

51%

But which dothey rate as

the most effective? In-person events Research reports

66%73% 63%

eNewsletters

Only 52% of Australian marketers have a documented content strategy.

Yes 52% No: 43%

Unsure: 4%

So what are the other 43% doing?

Many of these challenges come down to planning and the strategic

approach that marketers are

taking.

Lack of time 66%

Producing enough content 44%

Producing a variety of content 41%

41% Producing engaging content

38% Lack of budget

38% Inability to measure effectiveness

TOP SIX CHALLENGES FACED BY AUSTRALIAN MARKETERS

Brandawareness

86%

79%

26%

In-person events

Online presentations Microsites

Videos

Articles on other websitesBlogs

Whitepapers

Infographics

Research reports

eNewsletters

Social media content

Article on website

Case studies

AUSTRALIAN MARKETERS USE AN AVERAGE OF 13 CONTENT MARKETING TACTICS:

84% 84% 82% 80% 72% 71% 70% 64% 49% 48% 45% 43% 43%

So why aren’t Australian marketers developing content strategies?

of Australian marketers who

rate their content

marketing as ‘very e�ective’

have a documented

content strategy.

Lack of time 66%

Producingenough

content 44%

80%

This infographic was produced by King Content, Australia's most awarded content marketing agency. For more content marketing articles and advice visit our website: www.kingcontent.com.au

Disclaimer: The statistics used in this infographic were originally published in the ‘Content Marketing in Australia: 2014 Budgets, Benchmarks and Trends’ research report conducted by the Content Marketing Institute and ADMA. This report can be found at http://contentmarketinginstitute.com/2013/11/australia-2014-content-marketing-research/

The conversation starts here.