CLEVELAND, Nov. 22, 2015 /PRNewswire/ -- Australian marketers are seeing a big increase in success using video in their content marketing. That is just one of the key insights in the new content marketing research released today by Content Marketing Institute and the Association for Data-driven Marketing and Advertising (ADMA).
This is the fourth year for one of the most highly anticipated content marketing research reports in Australia, Content Marketing in Australia 2016: Benchmarks, Budgets, and Trends, sponsored by made by Fairfax Media. The report represents findings from dozens of for-profit marketers in Australia.
"Australian marketers made progress over the last year with documenting their content marketing strategy and appear to be doing several things well; however, their overall effectiveness with content marketing is stagnant compared with last year," says Joe Pulizzi, founder, Content Marketing Institute and author, Content Inc. "One of the keys to success moving forward will be to ensure that the content they create is consistently delivering value."
This year, Australian marketers reported higher levels of effectiveness for nearly all of the content marketing tactics, social media platforms, and paid methods of content promotion/distribution they use. In particular, effectiveness ratings have increased notably over the last year for video and social media (other than blogs) - both increased by 17 percentage points. Additionally, they reported big jumps in effectiveness for Instagram (14 percentage points) and promoted posts (21 percentage points).
Producing engaging content is a perennial challenge for Australian marketers. Sixty-nine percent of Australian marketers said producing engaging content is their biggest content marketing challenge. Eighty-four percent said creating more engaging content is their organization's top priority for internal content creators.
"Australian marketers continue to grasp the importance of content marketing in their overall marketing mix," says Jodie Sangster, chief executive officer, ADMA. "However in order to truly connect with their audience it is imperative that organisations put a clear content strategy in place to ensure consistency and relevance. Brands should prioritise quality over quantity and remain focused on generating content that is valuable for its target audience; a high value approach drives high engagement which is critical for delivering future success."
About Content Marketing Institute:
Content Marketing Institute is the leading global content marketing education and training organization, teaching enterprise brands how to attract and retain customers through compelling, multi-channel storytelling. CMI's Content Marketing World event, the largest content marketing-focused event, is held every September in Cleveland, Ohio, USA, and the Intelligent Content Conference event is held every spring. CMI publishes the bi-monthly magazine Chief Content Officer, and provides strategic consulting and content marketing research for some of the best-known brands in the world. CMI has been named an Inc. 5000 company for the last four years. Watch this video to learn more about CMI.
About the Association for Data-driven Marketing and Advertising
The Association for Data-driven Marketing and Advertising (ADMA) is the principal industry body for information-based marketing and advertising and is the largest marketing and advertising body in Australia with more than 600 member organisations. ADMA represents the new era of marketing and advertising—a 360 view from end-to-end. • From marketing to advertising • From effective to creative • From above to below • From measurable to engaging ADMA is the leading authority and go-to resource for creative and effective data-driven marketing across all channels and platforms, providing knowledge, advocacy, insight, and innovation to advance responsive and enlightened marketing
SOURCE Content Marketing Institute