By Joe Pulizzi published November 19, 2014

The Changing Landscape of Content Marketing in Australia

2015_Aus_Research_Cover Each year we ask content marketers how effective they consider their organizations to be, and this year we saw a dip in Australia. Why is this and what can be done? Our third annual report, Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends – produced with the Association for Data-driven Marketing and Advertising (ADMA) and sponsored by Brightcove – provides insights.

Here are some highlights:

Feeling less effective – but there’s a solution in sight

This year, slightly fewer Australian marketers consider their companies effective at content marketing (29% this year vs. 33% last year). However, the research shows that marketers with a documented content marketing strategy fare better in this area: 44% of those who possess a documented strategy say they are effective.

RELATED: Learn how to build a better content marketing strategy.

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Click to tweet: Australian marketers w/ documented #contentmarketing strategy feel more effective than those without. More:

Tracking ROI is a challenge

Content marketing measurement is a big challenge for Australian marketers. Only 20% say their organizations are successful at this; however, having a documented content marketing strategy helps (33% of those who have one say they are successful at tracking ROI).

RELATED: Content marketing experts share how to get to “one single version of the truth.”

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Click to tweet: Australian marketers hope to improve tracking ROI of #contentmarketing programs. New @CMIContent Research:

Australian marketers are using fewer tactics

Compared with last year’s results, Australian marketers are using fewer content marketing tactics on average (12 this year vs. 13 last year). As was the case last year, the top three tactics are social media content other than blogs (86%), articles on your website (85%), and e-newsletters (83%). Blog usage decreased the most (from 80% last year to 68% this year). Infographics usage increased the most (from 43% last year to 61% this year).

RELATED: Download The Content Marketing Playbook: 24 Epic Ideas for Connecting with Your Customers.

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Click to tweet: Less is more? Australian marketers using fewer content marketing tactics via @CMIContent latest research #CMWorld

Strategy and company size impact content marketing budgets

Sixty-three percent of Australian marketers said they plan to increase their content marketing budget during the next 12 months, a decrease from 69% last year. However, 73% of marketers with a documented content marketing strategy plan to increase spending, as do 70% of marketers who work for enterprise organizations.

RELATED: One key to increasing your budget for content marketing: Shift your company’s mindset. Learn how.

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Click to tweet: 73% of Australian marketers with documented #contentmarketing strategy plan to increase spending #cmworld

Many initiatives are audience-centered

New for this year, we asked marketers about the initiatives they’re working on – and which ones they plan to begin within 12 months. We learned that Australian marketers are working on a high number of initiatives – 14 on average – and plan to add nine more (on average) over the next year. A high percentage of respondents are focused on audience-centered initiatives, such as developing a better understanding of what content is effective, creating more engaging content, and gaining a better understanding of their audience.

RELATED: See which four initiatives most content marketers should be prioritizing.

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Click to tweet: Australian marketers are working on avg of 14 #contentmarketing initiatives + plan to add 9 more in 2015: #CMWorld

Read the entire report to learn the answers to these questions and more:

  • Which paid methods do Australian marketers use to promote/distribute content?
  • How often do they publish new content?
  • How many audiences do they target on average?
  • What content marketing challenges do they face?

What do you think of this year’s findings? Do you agree with them? Do you see anything surprising? Let us know in the comments. If you are interested in CMI research, we have many more new findings coming your way, as well as explanations of the “whys” and the “what nexts.” Subscribe to our email so you don’t miss anything — or check out our research roundtable series.

Images courtesy of Joseph Kalinowski/Content Marketing Institute

Author: Joe Pulizzi

Joe Pulizzi considers himself the poster boy for content marketing. Founder of the Content Marketing Institute , Joe evangelizes content marketing around the world through keynotes, articles, tweets and his books, including best-selling Epic Content Marketing (McGraw-Hill) and the new book, Content Inc. Check out Joe's two podcasts. If you want to get on his good side, send him something orange. For more on Joe, check out his personal site or follow him on Twitter @JoePulizzi.

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  • Damien Elsing

    These are some very interesting statistics. Sounds like a lot of Australian companies are experiencing a confidence crisis when it comes to content marketing.

    I’d love to know how these stats compare with other countries and whether other countries have experienced dips in similar areas.

    • Joe Pulizzi

      Hi Damien…the results are very similar to what we’ve seen in North America and the UK. Within a few percentage points here and there, but very much the same.