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.

Other posts by Joe Pulizzi

  • Craig Hodges

    Joe– Great info here. The local marketplace is certainly growing down here. The stand out stat is that 1 in 2 dont have a documented content strategy. I think 2014 is going to see a lot of movement in that area as the market continues to mature.

  • Dan Norris

    Well done guys this is always good info.

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  • Arvind Sunder

    This is great info.. Your research effort needs great appreciation.

  • Brutal Pixie

    Thanks for this, it’s interesting. I’m a content and communication strategist in Adelaide. I don’t view myself as a content “marketer” because I believe that strategy is bigger than marketing. Strategic thinking is big picture thinking, and a good content strategy will focus on business and audience relevance. What this therefore means is that people need to be careful about following a trend because it’s popular, rather than going to a channel because that is where the target audience hangs out.

    The thing that I find people are gradually discovering is that good content is expensive. There is simply no other way around it; and whether or not content strategy becomes a broader implementation will depend on businesses being willing to maintain that level of spending. Many simply are not.

    To answer your question, I keep an eye on international movements, but very little of it defines what I do. I have developed a unique content strategy methodology which, while not yet published, significantly redefines content strategy and content creation models. Current validation is proving the theory, so it will be interesting to see how the field reacts to it when it is release.

    While “content marketing” is the buzzword of the hour, I think that the importance of strategic thinking gets lost in the drive to be ‘marketing’ all the time. And additionally, marketers are not writers, and they are not strategic editors, audience advocats, or any of the other myriad roles that have gradually fed into the discipline. People really need to think about their content strategy being intrinsically tied to their business strategy, and using them in tandem to drive meaningful growth – while advocating user and audience centricity. It’s a difficult balance.

    I agree with Craig that there is going to be more movement in the field. It’s also interesting to see that people are starting to wail about shortages of strategic content professionals. However, that too will depend on whether or not it’s an actual shortage, or whether the HR filter is wrong for this type of detailed, cross-disciplinary work.

    Keep up the good work. 🙂

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  • Adam Webb

    I work with many SMB’s across Australia and I can assure you that these figures are not representative of them. Whilst content growth is clearly happening (with various success rates) in larger organisations primarily with international resources- as only 4% of the business landscape in Australia is made up of ‘Big Business’- and the vast majority of these are foreign owned, I would caution any reader to not generalise these numbers as a clear cross section of the entire online business community.

    • Joe Pulizzi

      Hi Adam…I would agree with you on the SMB portion of the argument…but content marketing as a practice area is taking off around the world in those businesses, say, 100 employees and up. But numbers are numbers, and if these can help people, we’ll continue to produce them. Thanks for the comment.

  • Sarah McIntyre

    I think the most interesting thing in this report is that “driving traffic” was the key success measurement. Why do you think that is?

  • Sarah McIntyre

    I think the most interesting thing in this report is “driving traffic” was the key success measurement. Why do you think that is?

    • Michele Linn

      Hi Sarah — My guess is that traffic is an easy thing for people to measure, so they consider it to be a key metric. However, my guess is that for most brands, traffic does not directly relate to what their business goals are, so it’s not a good measure of success.