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Research Shows 69% of Australian Marketers Plan to Increase Content Marketing Budget Over the Next 12 Months

pie chart-change in content creationEight in 10 Australian marketers are producing more content than they did one year ago

CLEVELAND and SYDNEY, Nov. 19, 2013 /PRNewswire/ — The Content Marketing Institute (CMI) and the Association for Data-driven Marketing and Advertising (ADMA) have released the findings from a survey that shows how Australian companies use content marketing. Of the 93 percent of respondents who said they use content marketing, 81 percent are producing more content than they did one year ago. The report is sponsored by King Content.


In addition, 74 percent of Australian companies have someone in place to oversee content marketing strategy. Australian marketers say eNewsletters are the most effective content marketing tactic they use, and that LinkedIn is the most effective social media platform they use.

“Australian, North American and UK marketers all produced more content over the last year compared with one year prior, but Australian marketers increased their output the most,” says Joe Pulizzi, founder of the Content Marketing Institute and author ofEpic Content Marketing. “Content marketing has clearly taken hold in Australia, with 52 percent of respondents saying they have a documented content marketing strategy, which is around 10 percent higher than in North American and the UK.”

“The fact that 69 percent of Australian marketers plan to increase the amount of budget they allocate to content marketing indicates they are beginning to see how content marketing can benefit clients, consumers and the bottom line,” says Jodie Sangster, CEO of ADMA.

Content Marketing in Australia: 2014 Benchmarks, Budgets and Trends was produced by Content Marketing Institute in partnership with The Association for Data-driven Marketing and Advertising (ADMA) and sponsored by King Content. The survey was mailed electronically to a sample of marketers from lists provided by Content Marketing Institute, ADMA, King Content, MarketingProfs, and Brightcove. A total of 159 Australian organizations responded in July and August 2013, representing a full range of industries, functional areas, and organization sizes. The full report can be downloaded here.

About Content Marketing Institute:
Content Marketing Institute is the leading global content marketing education and training organization. CMI teaches enterprise brands how to attract and retain customers through compelling, multi-channel storytelling. CMI’s Content Marketing Worldevent, the largest content marketing-focused event, is held every September in the USA, and Content Marketing World Sydney, every March. CMI also produces the quarterly magazine Chief Content Officer, and provides strategic consulting and content marketing research for some of the best-known brands in the world. CMI is a 2012 and 2013 Inc. 500 company.

About ADMA:
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 500 corporate members..

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 ultimate 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.

About King Content:
Launched in 2010, King Content is Australia’s most awarded digital content marketing agency. King Content plans, creates and distributes high quality content for owned assets and social media platforms, working with brands like American Express, NRMA, CBA, Optus and AMP Capital on their content marketing strategies. King Content has offices in Sydney, Melbourne andSingapore.


SOURCE Content Marketing Institute