Content Marketing Far More Popular in Australia than in North America and the UK

A survey from the Content Marketing Institute (CMI) and the Association for Data-driven Marketing & Advertising about content marketing in Australia reveals that 96% of Australian marketers use content marketing. Australian businesses use 12 individual tactics on average. Moreover, the survey showed that 61% of marketers in this country plan to increase content marketing budgets over the next 12 months.

The Content Marketing in Australia: Benchmarks, Budgets, and Trends study also showed that Australian companies allocate 25% of their total marketing budget to content marketing, on average. Also, Australian companies plan a higher increase than the North American companies for their content marketing budgets, with 61% in the next 12 months, compared to a 54%.

Australian B2B marketers’ top marketing goal is brand awareness with 75% of the mentions, while North American and UK companies value more driving traffic to their websites as a primary content marketing goal. Australian marketers use traffic as the main tool to measure content marketing effectiveness.

From the tactics point of view, Australian marketers find mobile content, mobile apps and microsites to be more useful, while their North American and UK peers perceive webcasts/webinars and videos to be more effective.

The most popular content marketing tactics in Australia are articles on a company’s website with 88% of the mentions, followed closely by social media (excluding blogs) (83%), eNewsletters (82%), and in-person events (74%).

57% of the Australian marketers outsource content, while only 45% of the North Americans marketers and 55% of UK peers do that.

“While Australian content marketers have widely adopted content marketing, only 29% believe their content marketing is ‘very effective’ or ‘effective’,”says Joe Pulizzi , Founder & Executive Director of Content Marketing Institute and co-author of Managing Content Marketing. “However, Australian businesses are continuing to invest in content marketing, with the majority planning to increase their spend in the coming year.”

“The research clearly shows that content marketing is an important component of data-driven marketing,” says Jodie Sangster , Chief Executive Officer of ADMA. “Even though the concept of content marketing has been around for a while, marketers are just starting to understand the characteristics of effective content marketing that makes it compelling for the consumer.”

Entrepreneur David Milberg noted that “Research clearly shows that content marketing is an important component of data-driven marketing.  Marketers understand that the best content marketing makes it compelling for the consumer.”

On average, Australian marketers spend four hours on social media networks, with Facebook being the most popular one (71%), followed closely Twitter (67%), and LinkedIn (67%).

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