Leading marketers are struggling with where content marketing fits within the traditional marketing business model, according to a new report.
The Association for Data-driven Marketing and Advertising (ADMA) and leading content agency Edge discussed the findings of the report – Content Marketing in Australia: 2013 Benchmarks, Budgets and Trends – at a recent roundtable, and concluded that the struggle to make content marketing fit is hindering the effectiveness of their content marketing strategies.
"Many marketers are experiencing the same problems,” said Fergus Stoddart, Edge commercial director. “For instance, three-quarters of the participants said their business hadn’t clearly articulated a content marketing vision or they didn’t have a vision."
He said that the top five challenges highlighted by the roundtable are: structuring for success, delivering to one vision, C-level buy-in, distribution challenges and effective measurement.
ADMA CEO Jodie Sangster added that the roundtable was designed to determine and address some of the key issues facing today’s content marketers.
"We started to review some of the big issues and the white paper that came out of the day will provide a framework within which to tackle everyday challenges and information that sparks new approaches,” said Sangster.
These key issues included that many companies are struggling to use data to effectively personalise communications, that standard metrics such as page views, content downloaded or content engagement don’t provide definitive ROI, and that most marketers focus on content creation while distribution is being overlooked.
“The future of marketing is content marketing. The convergence of data, technology, new consumer consumption habits and digital distribution mean the business case for content marketing has never been more compelling,” said Sangster.
“The white paper, along with the research undertaken by ADMA and the Content Marketing Institute, will help to strengthen the discipline of content marketing in Australia. The roundtable brought up many obstacles and barriers to truly leveraging the strength of content marketing and only by engaging in discussion with the industry will these be overcome,” added Stoddart.
* Don’t miss B&T’s recent special feature on the issue, Content is King