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This premier study,
Content Marketing in Australia: 2013 Benchmarks, Budgets, and Trends, reveals that, on average, Australian companies allocate 25% of their total marketing budget to content marketing, with 61% planning to increase that amount over the next 12 months – more than their North American peers who, in another
recent CMI study, said they will increase their content marketing budgets by 54%.
According to the new study, which includes additional comparisons of Australian content marketers with their North American and UK peers, the most popular content marketing tactics in
Australia are articles on a company's website (88%), social media (excluding blogs) (83%), eNewsletters (82%), and in-person events (74%).
"While Australian content marketers have widely adopted content marketing, only 29% believe their content marketing is 'very effective' or 'effective',"says
Joe Pulizzi, Founder & Executive Director of Content Marketing Institute and co-author of
Managing Content Marketing. "However, Australian businesses are continuing to invest in content marketing, with the majority planning to increase their spend in the coming year."
Australian content marketers use an average of four social media platforms to distribute content, with the most popular channels being Facebook (71%), Twitter (67%), and LinkedIn (67%).
"The research clearly shows that content marketing is an important component of data-driven marketing," says
Jodie Sangster, Chief Executive Officer of ADMA. "Even though the concept of content marketing has been around for a while, marketers are just starting to understand the characteristics of effective content marketing that makes it compelling for the consumer."
Content Marketing in Australia: 2013 Benchmarks, Budgets, and Trends is the first survey from Content Marketing Institute (CMI) and The Association for data-driven marketing & advertising (ADMA) about content marketing in the Australian space to date. Two-hundred sixteen marketers in
Australia from diverse industries and a range of company sizes were surveyed between
August 2012 and
January 2013. The full report can be found at
The full report will be presented at
Content Marketing World Sydney, 4-6,
March 2013. For registration or sponsorship information,
About Content Marketing Institute Content Marketing Institute (CMI) 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 World event is the largest content marketing-focused event; it is produced in
March 2013) and
North America (
September 2013). 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. Get more content marketing resources at
ContentMarketingInstitute.com. CMI is a division of Z Squared Media, a 2012 Inc. 500 company.
About The Association for data-driven marketing & advertising (ADMA)
The Association for data-driven marketing & advertising (ADMA) is the principal industry body for information-based marketing and advertising and is the largest marketing and advertising body in
Australia with over 500 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 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.