Research shows content marketing grows – but rather haphazardly and needs a strategy to be more effective. It’s not that difficult to think first…!!!


As content marketing grows and becomes more important in the multi-screen life of consumers – it pays to have a basic strategy for what you’re doing rather than blindly “leaping in to make some noise”

Four out of five Australian marketers are creating more content in 2013 than they did last year, but only half are following a documented strategy, a new study has found.

A survey by the Content Marketing Institute (CMI) and the Association for Data-driven Marketing and Advertising (ADMA) polled 159 Australian organisations representing a full range of industries, functional areas and organisation sizes, and found that, of the 93% of respondents using content marketing, 81% had increased the amount produced this year.

Some 52% had a documented content strategy, more than similar surveys had found in North America (43%) and the UK (42%).

Joe Pulizzi, founder of the Content Marketing Institute, noted that Australian, North American and UK marketers had all produced more content over the last year but said Australian marketers had increased their output the most.

“Content marketing has clearly taken hold in Australia,” he said, referencing the level of documented strategies.

Further, the survey said that 69% of Australian marketers intended to increase their content marketing budgets in the coming year, compared to 58% in North America and 56% in the UK.

This was an indicator, said Jodie Sangster, ADMA CEO, that “they are beginning to see how content marketing can benefit clients, consumers and the bottom line”.

Australian marketers used an average of 13 content marketing tactics, with articles on their own websites (84%), social media other than blogs (84%), eNewsletters (82%) and blogs (80%) the most common.

Articles on other websites (72%), videos (71%), case studies (70%) and in-person events (64%) were also popular.

Among social media platforms, LinkedIn was the most used, with 86% of respondents distributing content here, followed by Facebook and Twitter, both on 79%.

They also felt that LinkedIn was the most effective platform, as 52% using it rated it four or five on a five-point scale. Slideshare and YouTube both scored 49% on this metric, followed by Twitter on 45% and Facebook on 43%.

A session at an ADMA conference in Sydney earlier this year highlighted how three leading brands – Telstra, Samsung and AFL Media – were implementing content marketing strategies in Australia, including the creation of a brand newsroom and becoming broadcasters. Warc subscribers can read the details here.

Data sourced from Content Marketing Institute; additional content by Warc staff, November 2013

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About Framework Marketing Group

Framework Marketing Group has access to and is able to provide a range of co-ordinated creative thinkers…as and when you need them. It’s a marketing communications company with a toolbox of resources able to be used on an “on-demand” basis. The focus is on communication tools that evaluate brand strategies and interpret consumer behaviour to ensure a consistent and practical brand communications programme. Specifically: 1. Build strategic marketing plans: Understanding market data so strategic marketing plans have practical outcomes and communications to target markets are effective. 2. Communication audits From analysis of all messages – understand how customers really think and then recommend improvements to messages and media channel selection 3. Brand evaluations Establish how robust the brand equity is with each target market so communications to them is relevant 4. Integrate all communication channels Recommend an effective mix of communication channels to achieve economies of scale timing and content compatibility 5. Interpret market research Understand and fix gaps in market knowledge for consumers, customers and staff 6. Sales strategies Develop sales strategies from a foundation of core marketing platforms so all communications to market are complementary to each other
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