By Joe Pulizzi published November 19, 2013

Australian Marketers Raise the Stakes for Content Strategy and Creation: Research

content marketing-australia-coverOver the last six weeks, we’ve released several 2014 Benchmarks, Budgets, and Trends reports stemming from our international annual content marketing surveys. Today, we are focusing on for-profit marketers in Australia (B2B and B2C) to reveal what content marketers there are doing, and what we can learn from them.

The research, produced in partnership with the Association for Data-driven Marketing & Advertising (ADMA) and sponsored by King Content, shows that 93 percent of Australian companies surveyed use content marketing, and more of them have a documented content strategy, compared with their North American and UK counterparts. 

Australian marketers are creating more content than they did last year

Eighty-one percent of Australian marketers are creating more content than they did one year ago. (click to tweet) That increase is greater than what we’ve observed in North America (72 percent) and the UK (76 percent) at for-profit companies. Furthermore, while they are less challenged with producing enough and engaging content than their North American and UK peers are, they are more challenged with producing a variety of content.

pie chart-change in content creation

Fifty-two percent have a documented content strategy

While we hope to see this percentage rise over the coming year, it is encouraging to see that half of Australian marketers are already seeing the value in having a road map to guide their content marketing efforts (click to tweet). Only 43 percent of North American and 42 percent of UK for-profit marketers told us they have a documented strategy.

Anyone interested in learning more about creating a documented strategy should read, The Essentials of a Documented Content Marketing Strategy: 36 Questions to Answer.

pie chart-documented content strategy

Australian marketers use 13 content marketing tactics on average

Posting website articles (84 percent), social media — other than blogs (84 percent), and eNewsletters (82 percent) are the tactics Australian marketers use most frequently (click to tweet), and they rate eNewsletters as the most effective. Australian marketers (80 percent) use blogs more frequently than North American (75 percent) marketers do, but are less likely to use in-person events (64 percent vs. 74 percent).

graph-content marketing usage-australia

LinkedIn is the social media platform they use most often

Eighty-six percent of Australian marketers use LinkedIn to distribute content, followed by Facebook and Twitter (both at 79 percent). Not only is LinkedIn the platform they use most often, but Australian marketers also rate it as the most effective platform (click to tweet). 

chart-confidence gap-australia 

Sixty-nine percent plan to increase their content marketing budget

Australian marketers plan to allocate more budget to content marketing over the next year, compared with their North American and UK peers (click to tweet), who plan to allocate 58 percent and 56 percent, respectively.

pie chart-content marketing spending-australia

Download the full report today to learn more about content marketing in Australia, including:

  • At-a-glance comparisons among key content marketing practices and challenges faced by Australian, North American, and UK for-profit marketers
  • Organizational goals that Australian marketers have for content marketing
  • How Australian marketers measure content marketing success

And watch for our full UK report in early December.

Are you a content marketer in Australia? What are your experiences with content marketing? Do you look to your peers in other parts of the world to see how they are approaching content marketing? Let us know in the comments below.

Join Content Marketing Institute — and more than 400 of your content industry peers — at this year’s Content Marketing World Sydney event, taking place 31 March 2014 – 2 April 2014.

Author: Joe Pulizzi

Joe Pulizzi is the Founder of Content Marketing Institute, a UBM company, the leading education and training organization for content marketing, which includes the largest in-person content marketing event in the world, Content Marketing World. Joe is the winner of the 2014 John Caldwell Lifetime Achievement Award from the Content Council. Joe’s the author of five books, including his latest, Killing Marketing. His third book, Epic Content Marketing was named one of “Five Must Read Business Books of 2013” by Fortune Magazine. If you ever see Joe in person, he’ll be wearing orange. Follow him on Twitter @JoePulizzi.

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