Research shows Australian marketers plan to increase content marketing budget

The Content Marketing Institute and the Association for Data-driven Marketing and Advertising have released the findings from a survey that shows how Australian companies use content marketing.

The announcement:

The Content Marketing Institute (CMI) and the Association for Data-driven Marketing and Advertising (ADMA) have released the findings from a survey that shows how Australian companies use content marketing. Of the 93 percent of respondents who said they use content marketing, 81 percent are producing more content than they did one year ago. The report is sponsored by King Content.

In addition, 74 percent of Australian companies have someone in place to oversee content marketing strategy. Australian marketers say eNewsletters are the most effective content marketing tactic they use, and that LinkedIn is the most effective social media platform they use.

“Australian, North American and UK marketers all produced more content over the last year compared with one year prior, but Australian marketers increased their output the most,” says Joe Pulizzi, founder of the Content Marketing Institute and author of Epic Content Marketing. “Content marketing has clearly taken hold in Australia, with 52 percent of respondents saying they have a documented content marketing strategy, which is around 10 percent higher than in North American and the UK.”

“The fact that 69 percent of Australian marketers plan to increase the amount of budget they allocate to content marketing indicates they are beginning to see how content marketing can benefit clients, consumers and the bottom line,” says Jodie Sangster, CEO of ADMA.

Content Marketing in Australia: 2014 Benchmarks, Budgets and Trends was produced by Content Marketing Institute in partnership with The Association for Data-driven Marketing and Advertising (ADMA) and sponsored by King Content. The survey was mailed electronically to a sample of marketers from lists provided by Content Marketing Institute, ADMA, King Content, MarketingProfs, and Brightcove. A total of 159 Australian organizations responded in July and August 2013, representing a full range of industries, functional areas, and organization sizes. The full report can be downloaded here.