This week King Content launched the latest benchmark survey on content marketing practices in Australia. Produced annually by the Content Marketing Institute based in the US, the research explores content marketing adoption rates, trends, budgets and resourcing.
I must say that I eagerly anticipate this release every year. Having founded a content marketing agency in 2010 when the term ‘content marketing’ was still only drawing blank looks from Aussie CMOs, the annual research reflects the explosive growth of our industry and points to future trends.
As usual, the research this year both validated my expectations of the market and managed to surprised me.
The research found that content marketing is well-and-truly here to stay, with 93 per cent of for-profit Australian marketers (both B2B and B2C) using content marketing, 81 per cent stating that they are producing more content now than they were last year and 69 per cent planning to increase their content marketing budget over the next 12 months.
This would see the average marketing budget allocation for content marketing grow from its current 27 per cent well into 30 per cent in 2014.
This is great news but also comes with a word of warning: only 52 per cent of those surveyed have a documented content strategy.
So we’re seeing mass adoption of content marketing with the intent to produce more content than ever before and an increasing allocation of budget – but only one in two marketers have a documented plan which dictates what success looks like and how to measure it. Scary!
It’s this lack of content strategy that I believe accounts for the confidence gap in Australian marketers using content marketing that has seen just 33 per cent rate themselves as ‘effective’. It similarly explains marketers’ continuing struggles with lack of time (66%) and producing the kind of content that engages their target audience (41%).
It’s not all doom and gloom, though. The sector is most definitely growing and maturing. As a business we are seeing more content strategies being developed for our clients that not only encompass content marketing but also social media and amplification as well as a greater focus on the metrics that determine a successful content marketing strategy.
We’re also experiencing a little bit of a technological evolution in content marketing with a multitude of content technology platforms emerging to help brands determine where and how users are consuming content throughout the buyer cycle.
Remember, recent research conducted by Forrester has shown that consumers are on average two thirds of the way through their buying process before they contact a vendor. This means that buyers are consuming multiple pieces of content and accessing a load of user-generated reviews from social media networks before even speaking to a brand. Because of the increasing complexity of the online buyer journey, I expect technology to begin to play a greater role in these content strategies.
As for 2014, I think it will be the year that we stop talking about content marketing. It has become a given, it’s time to just get on and start doing it.
Please login with linkedin to comment
Sustainable soap brand Single Use Ain’t Sexy has been greeted with a huge influx of support after raising over half a million dollars in funding via a crowdfunding campaign. The brand has launched itself into the ‘green economy’ by calling on the Australian public to financially back them and their mission to get Aussies to […]
Queer Artist Ryan James Caruthers has publically slammed software company Unfold after it asked to use the artist’s work for free as part of its Pride Month social media campaign. Caruthers took to Instagram to show screenshots of the conversation he had with Unfold after it asked the artist to share 12 of his images […]
After relaunching in September last year, TWOOBS has become a ‘kinda’ shoe brand by also focusing on making the world a ‘kinder’ place and creating more consumer-conscious shopping. The vegan shoe brand founded by sisters Jess and Stef Dadon changed its marketing approach last year and stopped using social media to push sales the old-fashioned […]
Highly experienced tourism marketer Kelly Ryan has been appointed to lead the marketing efforts at Visit Sunshine Coast (VSC). During the past 12 years, Ryan has supported Canberra’s tourism industry in senior marketing roles, including as director of strategy and insights as well as director of marketing at VisitCanberra. Most recently, Ryan has been working […]
GHO Sydney has developed a new educational platform for Family Planning NSW to help parents and carers of children with disabilities navigate the changes to their bodies, emotions and social interactions. The project, ‘Planet Puberty’, was made possible through funding from the federal government’s Department of Social Services, and was co-designed with people with disability […]
JCDecaux today announced conservation organisation, Bush Heritage Australia, as its major charity partner for 2021. The partnership is part of a series of ‘social impact’ initiatives the business is launching this year, under the banner of JCDecauxHEART. JCDecauxHEART focuses on three areas of social impact: health and mental health, environmental sustainability, and enriching urban communities. […]
Shameless Media’s Michelle Andrews and Zara McDonald’s latest podcast, The Books That Changed My Life, will launch exclusively on LiSTNR on Tuesday, 15 June. Throughout the series Michelle and Zara will talk with guests including Kevin Kwan, Laura Henshaw, Jock Zonfrillo, Susan Carland, Hamish Blake and Delta Goodrem about the books that have had a profound impact […]
In celebration of Pride Month, cult streetwear brand Champion has announced an Australia-and New Zealand-first Pride range, Champions of Pride, and ongoing partnership with the Queer Sporting Alliance. Championing a cause, celebrating community, and aiming to create real change, the capsule collection proudly heroes the Pride colours in a selection of signature Champion tees, iconic […]
Following the successful deployment of BankiFi’s technology platform at The Co-operative Bank in the UK, BankiFi has appointed Lloyd Parata to lead their expansion into the Australian Financial Services market. BankiFi’s technology platform ensures banks remain relevant by offering SMEs an innovative solution to operate their business, whilst avoiding common challenges like late payment. Parata, […]
Mars Wrigley 5 Gum has partnered with Twitch to launch Team CLUTCH, a team of Twitch streamers who will assemble on for three live squad streams tackling popular games like Fortnite while embodying the brand’s ethos of ‘life happens in 5’. This partnership builds on 5 Gum’s 2020 Twitch activation, and is set to create […]