81% of Australian marketers are producing more content than the previous year and allocate on average 27% of their budget to content marketing. While content marketing adoption has increased to 93% of Australian businesses, only 33% feel they are effective. The top challenges are lack of time to produce enough varied and engaging content. Having a documented content strategy is linked to increased effectiveness, yet only 52% of Australian marketers have one. Developing a content strategy is recommended to define objectives and better plan, implement and measure content marketing programs.

1. AUSTRALIAN CONTENT MARKETING
benchmarks, BUDGETS AND TRENDS 2014
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.
81% of Australian marketers
say they are producing more
content now than they were
last year.
93
%
On average,
Australian marketers
allocate 27% of
their total budget to
content marketing.
15
%
Same
of Australian
B2B and B2C
marketers are now
using content
marketing.
BUT 69%
of Australian
marketers are
planning to increase
their content
marketing budget
in the next 12
months.
4% Less
43%
More
38%
Signficantly
more
75%
of marketers surveyed now
have a dedicated content
marketing resource.
AUSTRALIAN MARKETERS USE AN AVERAGE OF 13 CONTENT MARKETING TACTICS:
Article on website
Research reports
Social media content
Case studies
Infographics
eNewsletters
Whitepapers
84% 84% 82% 80% 72% 71% 70% 64% 49% 48% 45% 43% 43%
Blogs
Microsites
Articles on other websites
Online presentations
In-person events
Videos
But which do
they rate as
the most
effective?
73%
66%
eNewsletters
63%
Email
is not
dead!
In-person events Research reports
It’s clear Australians marketers have embraced content marketing,
but what are their organisational goals?
Lead
g
has in eneration
12% creased b
from
last ye y
ar.
ORGANISATIONAL GOALS FOR CONTENT MARKETING
80% 72% 68% 65% 62% 58% 54% 40% 37%
Lead
generation
Brand
awareness
Engagement
Customer
retention / loyalty
Customer
acquisition
Thought
leadership
Website
traffic
Brand
awareness
is still the top
content
marketing
goal.
Lead
management/
Sales nurturing
Which social media channels are they using to amplify their content?
Most effective
social media platforms
Social media platforms
used by marketers.
86%
26%
52%
79%
29%
79%
43%
49%
74%
30%
Australian content marketers have
fallen in love with LinkedIn!
47%
Australians are
producing lots of
content, using a
variety of tactics and
social media platforms,
but are they
achieving results?
45%
49%
Only 33% of Australian
content marketers
feel they
28%
are effective…
51%
Very effective
5%
Effective
Somewhat effective
3%
A little effective
Not at all effective
13%
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?
TOP SIX CHALLENGES FACED BY AUSTRALIAN MARKETERS
Lack of time
66%
Producing enough content
44%
Producing a variety of content
41%
Many of these
challenges come
down to planning
and the strategic
approach that
marketers are
taking.
Only 52% of Australian marketers
have a documented content strategy.
41%
Producing engaging content
38%
Lack of budget
38%
Inability to measure effectiveness
So what are the other 43% doing?
Yes 52%
No: 43%
Unsure: 4%
You wouldn’t build a house without a blueprint;
nor should you create and distribute content without a content strategy.
DO DOCUMENTED CONTENT STRATEGIES INCREASE EFFECTIVENESS? YES!
80%
of Australian
marketers who
rate their
content
marketing as
‘very effective’
have a
documented
content strategy.
So why aren’t Australian marketers developing
content strategies?
They’re in a rush to produce more content…
Lack
of time
66%
Producing
enough
content 44%
AUSTRALIAN MARKETERS NEED TO STOP CREATING CONTENT FOR CONTENT’S SAKE.
Developing a content strategy enables you to define your content objectives, target
audience, format and style, distribution tactics and KPIs from the outset. You can
therefore effectively 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 first place?
INFOGRAPHIC: RUSSELLTATE.COM
The key takeaway from this year’s research…
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
The conversation starts here.
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/