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With Maturity Comes Results for Australian Content Marketers

australian-research-2017Content Marketing Institute Releases New Research on State of Content Marketing in Australia

CLEVELAND–(BUSINESS WIRE)–More experience means more content marketing success for Australian marketers. That’s just one of the key findings in the new Content Marketing in Australia 2017: Benchmarks, Budgets, and Trends report from the Content Marketing Institute, a UBM company, in partnership with the Association for Data-driven Marketing and Advertising (ADMA). This year’s report is sponsored by LinkedIn Marketing Solutions.

With maturity comes results for Australian content marketers. New #research via @CMIContent

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To see our analysis and download the full report visit:

What did we find?

56% of Australian marketers in the sophisticated/mature phase of content marketing consider their organization’s approach to content marketing to be extremely or very successful, compared with 25% of the overall sample and 3% of organizations in the young/first-steps phase.

“While early-stage content marketers can learn many things from their more mature peers, one of the most striking – and encouraging – observations about those in the early phase is that 71% agree that their organization is focused more on building long-term relationships than on getting quick results from content marketing,” explains Joe Pulizzi, founder Content Marketing Institute and author of four content marketing books including Content Inc. “That tells me that many Australian organizations that are just starting out with content marketing have the right idea – content marketing is an opportunity to create ongoing value. I don’t think we could have said that a year ago when the Australian marketers we surveyed reported a heavy focus on leads and sales.”

Other Key Highlights:

  • 35% of Australian marketers say their organizations are in the sophisticated/mature phases of content marketing; 28% are in the adolescent phase; and 38% are in the young/first steps phase.
  • Australian marketers attribute their increased success with content marketing over the past year primarily to doing a better job with content creation (71%), for example, producing higher-quality, more efficient content.
  • 59% of Australian marketers say their organizations are extremely or very committed to content marketing.
  • 69% of Australian marketers agree that their organization is focused on building audiences (one or more subscriber bases).
  • 68% of Australian marketers agree that their organization values creativity and craft in content creation and production.

“It’s exciting to see that Australian marketers, including those who are just starting out with content marketing, understand the importance of using content to build relationships,” says Jodie Sangster, chief executive officer, the Association for Data-driven Marketing and Advertising. “There are no ‘quick fixes’ with content marketing. Marketers who commit to the approach, document their strategy, and create ongoing value for their audience will see long-term results.”

For research charts, a video, quotes and more, check out this Dropbox.

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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, multichannel 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. Watch this video to learn more about CMI, a UBM company. To view all research and to subscribe to our emails visit

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.


Content Marketing Institute
Amanda Subler, 216-941-5842
[email protected]