ADMA today announced it has launched the ADMA Content Collaborative, a new advisory group that will develop a number of resources and tools for the practise of content marketing, including the development of a measurement framework to demonstrate the return on investment (ROI) of content marketing.
“Content marketing plays an increasingly integral role in most organisation’s marketing plans but companies are struggling to fully understand its measure of success and impact on brand performance” said Jodie Sangster, CEO of ADMA.
“The ADMA Content Collaborative will help companies find a means of attributing the impact of their content as a part of the marketing mix whilst providing a valuable best resource to drive the quality and effectiveness of content marketing in Australia.”
Founding members are Australian Pacific Touring, Bupa, Edge, Lend Lease, Mahlab, Nestle Australia Ltd, QBE, REA Group, Slidemaster, Tafe NSW Sydney Institute, Toyota Motor Corporation Ltd, Which 50 and Wunderman Bienalto.
The members of the ADMA Content Collaborative will work with Lonergan Research to define and understand the issues around measuring the ROI of content marketing, create a case study library of best practice content marketing strategies and develop a measurement framework that marketers can use to demonstrate the ROI of their content marketing; providing a predictive model for building new content led strategies.
These outputs will help address some of the key challenges and key priorities surrounding content marketing in Australia. According to the Content Marketing Institute’s study ‘Content Marketing in Australia 2016’, measuring the ROI of content marketing is one of the top five challenges for Australian content marketers, cited by 54 per cent, with the production of engaging content as the top challenge (69 per cent).
In the same study, better understanding of what content is effective was one of the top five priorities for Australian organisations (55 per cent) second to creating more engaging content (84 per cent).
Jodie Sangster added, “In order to advance the practice, it is imperative that marketers have a methodology for measuring content marketing so they can better determine and seek approval for appropriate budget and resources.
“I’m grateful to the founding members of the ADMA Content Collaborative for their invaluable support in achieving this.”
The case study library is expected to be available before the end of 2016 with measurement framework being developed within a 9-12 month timeframe.