The document summarizes the results of a study on content marketing practices in Australia. Some key findings include:
- 52% of Australian marketers have a documented content strategy compared to 43% in North America and 42% in the UK.
- 81% of Australian marketers increased their content production over the last year more so than peers in other countries.
- Australian marketers rate eNewsletters as the most effective tactic and LinkedIn as the most used social media platform.
- 69% of Australian marketers plan to increase their content marketing budget over the next year.
OVERVIEW: THE STATE OF CONTENT MARKETING IN THE UK
Greetings Marketers,
Welcome to our second annual report on the content marketing practices of UK marketers. In this report, we provide comparisons of for-profit UK, North American, and Australian marketers. One of the key findings is that UK marketers (48%) consider themselves to be more effective at content marketing* when compared with their North American (41%) and Australian (33%) peers.
Among the other findings:
Only 42% of UK marketers say they have a documented content strategy; however, 10% of those answering this question were unsure. This is the highest rate of uncertainty we saw around this question when comparing responses across continents.
76% of UK marketers are producing more content than they did one year ago, compared with 72% of North American and 81% of Australian marketers.
UK marketers (89%) use Twitter more often than their North American (84%) and Australian (79%) peers do; however, like those peers, they rate LinkedIn highest in terms of effectiveness.
UK marketers allocate more of their total marketing budget (31%) to content marketing when compared with North American (29%) and Australian (27%) marketers.
UK marketers are fairly challenged in regard to producing enough content (46%) and producing engaging content (44%). However, they use more content marketing tactics on average than their peers across the globe, and they use those tactics more frequently.
That—in addition to their confidence in their effectiveness—leads us to conclude that content marketing is alive and well in the UK.
On with the content marketing revolution!
The Content Marketing Institute (CMI) and the Direct Marketing Association UK (DMA) are pleased to present this premier study of content
marketing in the UK. Whilst the primary focus of this report is on the UK, you’ll note some interesting comparisons with North America and
Australia throughout.
Welcome to the sixth annual Content Marketing in Australia: Benchmarks, Budgets, and Trends report. One of the most striking findings was the increased percentage of Australian content marketers who have become more focused on building an audience (85%) compared with last year’s survey results (69%). This finding was not unique to Australia; the Content Marketing Institute team observed it among all groups of content marketers studied. Building a subscriber base is a key content marketing goal. However, what you do with that list is equally as important. The quality of content you create (does it speak to your audience’s wants and needs?) … how efficiently you produce it … whether it’s credible … how/when/where you distribute it – these are just a handful of factors that impact overall content marketing success. And let us not forget the
importance of a documented strategy and a strong commitment to the approach (see page 4 for a glimpse at commitment’s influence). We wish you success with using content marketing to provide meaningful, long-term value for your audience – and business results for your organisation. If you need educational resources, please let us know.
Welcome to our fifth annual report on the content marketing practices of manufacturers. Content Marketing Institute (CMI) has been conducting annual content marketing research since 2010, but because our data indicated that manufacturers were slower than other industries to adopt content marketing, we didn’t begin producing a manufacturing report until 2014.
It’s been exciting to watch more and more manufacturers launch content marketing initiatives with each passing year. And for those that are just starting out – or are at a standstill – there are lessons to learn from companies that are further along in their content marketing maturity.
Welcome to Technology Content Marketing 2020: Benchmarks, Budgets, and Trends. This report is based on the findings from our 10th annual content marketing survey. Technology marketers continue to make progress with content marketing. Approximately one-third rate their organization’s overall content marketing as extremely or very successful, and 76% report they are much more or somewhat more successful compared with one year ago. What makes them successful? When we look at the top performers, we see they treat content marketing as a strategic business function, craft content thoughtfully, experiment with distribution, and measure their results. They use content marketing not only to create brand awareness and generate leads, but also to build loyalty and subscribed audiences.
Business-to-Business manufacturing marketers have made great progress over the last year with content marketing. That’s one of the key findings in the Manufacturing Content Marketing: 2017 Benchmarks, Budgets, and Trends—North America report released by Content Marketing Institute, a UBM company, along with MarketingProfs. The report is sponsored by IEEE Engineering360 Media Solutions.
Greetings Technology Marketers,
Welcome to our annual Technology Content Marketing: Benchmarks, Budgets, and Trends—North America report.
I’m pleased to announce the percentage of technology marketers that reported high levels of overall content marketing
success increased from 24% last year to 31% this year—another 50% reported moderate success. Like last year, nearly 70%
said their organization is much/somewhat more successful with content marketing compared with one year ago.
For a glimpse into how the top-performing content marketers operate, see the chart on page 4. You’ll note that these
marketers report high levels of commitment; document their content marketing strategy; are focused on building audiences;
and are given ample time to produce content marketing results, among other distinguishing factors.
Technology is rapidly changing the processes around content marketing. We look forward to watching how things progress
and reporting back to you again next year.
The majority of content marketers surveyed (53%) currently use interactive content as part of their content marketing strategies. Usage is higher among large enterprises. Most users find interactive content effective at grabbing attention, enhancing message retention, generating repeat visits, and increasing engagement. Common interactive content types used include assessments, calculators, contests and quizzes. Marketers see educating audiences as the primary purpose of interactive content over engagement or lead generation. Measurement of interactive content's effectiveness remains immature, though marketers with more experience report higher effectiveness.
OVERVIEW: THE STATE OF CONTENT MARKETING IN THE UK
Greetings Marketers,
Welcome to our second annual report on the content marketing practices of UK marketers. In this report, we provide comparisons of for-profit UK, North American, and Australian marketers. One of the key findings is that UK marketers (48%) consider themselves to be more effective at content marketing* when compared with their North American (41%) and Australian (33%) peers.
Among the other findings:
Only 42% of UK marketers say they have a documented content strategy; however, 10% of those answering this question were unsure. This is the highest rate of uncertainty we saw around this question when comparing responses across continents.
76% of UK marketers are producing more content than they did one year ago, compared with 72% of North American and 81% of Australian marketers.
UK marketers (89%) use Twitter more often than their North American (84%) and Australian (79%) peers do; however, like those peers, they rate LinkedIn highest in terms of effectiveness.
UK marketers allocate more of their total marketing budget (31%) to content marketing when compared with North American (29%) and Australian (27%) marketers.
UK marketers are fairly challenged in regard to producing enough content (46%) and producing engaging content (44%). However, they use more content marketing tactics on average than their peers across the globe, and they use those tactics more frequently.
That—in addition to their confidence in their effectiveness—leads us to conclude that content marketing is alive and well in the UK.
On with the content marketing revolution!
The Content Marketing Institute (CMI) and the Direct Marketing Association UK (DMA) are pleased to present this premier study of content
marketing in the UK. Whilst the primary focus of this report is on the UK, you’ll note some interesting comparisons with North America and
Australia throughout.
Welcome to the sixth annual Content Marketing in Australia: Benchmarks, Budgets, and Trends report. One of the most striking findings was the increased percentage of Australian content marketers who have become more focused on building an audience (85%) compared with last year’s survey results (69%). This finding was not unique to Australia; the Content Marketing Institute team observed it among all groups of content marketers studied. Building a subscriber base is a key content marketing goal. However, what you do with that list is equally as important. The quality of content you create (does it speak to your audience’s wants and needs?) … how efficiently you produce it … whether it’s credible … how/when/where you distribute it – these are just a handful of factors that impact overall content marketing success. And let us not forget the
importance of a documented strategy and a strong commitment to the approach (see page 4 for a glimpse at commitment’s influence). We wish you success with using content marketing to provide meaningful, long-term value for your audience – and business results for your organisation. If you need educational resources, please let us know.
Welcome to our fifth annual report on the content marketing practices of manufacturers. Content Marketing Institute (CMI) has been conducting annual content marketing research since 2010, but because our data indicated that manufacturers were slower than other industries to adopt content marketing, we didn’t begin producing a manufacturing report until 2014.
It’s been exciting to watch more and more manufacturers launch content marketing initiatives with each passing year. And for those that are just starting out – or are at a standstill – there are lessons to learn from companies that are further along in their content marketing maturity.
Welcome to Technology Content Marketing 2020: Benchmarks, Budgets, and Trends. This report is based on the findings from our 10th annual content marketing survey. Technology marketers continue to make progress with content marketing. Approximately one-third rate their organization’s overall content marketing as extremely or very successful, and 76% report they are much more or somewhat more successful compared with one year ago. What makes them successful? When we look at the top performers, we see they treat content marketing as a strategic business function, craft content thoughtfully, experiment with distribution, and measure their results. They use content marketing not only to create brand awareness and generate leads, but also to build loyalty and subscribed audiences.
Business-to-Business manufacturing marketers have made great progress over the last year with content marketing. That’s one of the key findings in the Manufacturing Content Marketing: 2017 Benchmarks, Budgets, and Trends—North America report released by Content Marketing Institute, a UBM company, along with MarketingProfs. The report is sponsored by IEEE Engineering360 Media Solutions.
Greetings Technology Marketers,
Welcome to our annual Technology Content Marketing: Benchmarks, Budgets, and Trends—North America report.
I’m pleased to announce the percentage of technology marketers that reported high levels of overall content marketing
success increased from 24% last year to 31% this year—another 50% reported moderate success. Like last year, nearly 70%
said their organization is much/somewhat more successful with content marketing compared with one year ago.
For a glimpse into how the top-performing content marketers operate, see the chart on page 4. You’ll note that these
marketers report high levels of commitment; document their content marketing strategy; are focused on building audiences;
and are given ample time to produce content marketing results, among other distinguishing factors.
Technology is rapidly changing the processes around content marketing. We look forward to watching how things progress
and reporting back to you again next year.
The majority of content marketers surveyed (53%) currently use interactive content as part of their content marketing strategies. Usage is higher among large enterprises. Most users find interactive content effective at grabbing attention, enhancing message retention, generating repeat visits, and increasing engagement. Common interactive content types used include assessments, calculators, contests and quizzes. Marketers see educating audiences as the primary purpose of interactive content over engagement or lead generation. Measurement of interactive content's effectiveness remains immature, though marketers with more experience report higher effectiveness.
There is a huge opportunity for marketers to get more from the content they’re developing. That’s the conclusion the Content Marketing Institute (CMI) research team came to after
conducting its first-ever content management and strategy survey.
Our team surveyed 411 marketers from the CMI audience to learn how they manage content within their organizations. Read on to see the results.
The document summarizes the findings of a survey about content marketing conducted by Remarkable Content and Brand Republic Insight. Key findings include: 75% of respondents have a content marketing strategy, but challenges include lack of time/resources and inability to measure outputs. Video, newsletters, and blogs are the most effective content types. Over half of marketing budgets are spent on content marketing, and most plan to increase spending in 2016. Content is used primarily for customer acquisition, lead generation, and engagement. [END SUMMARY]
This document is a report on nonprofit content marketing practices in North America. Some key findings include:
- 61% of nonprofit professionals surveyed said they use content marketing.
- 35% said their organization is effective at content marketing.
- Only 23% said they have a documented content marketing strategy.
- Common goals for nonprofit content marketing include brand awareness (87%), engagement (84%), and client/constituent retention (82%).
- Popular metrics used to assess success include increased event attendance/participation (55%) and engagement metrics like social shares (53%).
Welcome to our ninth annual B2B Content Marketing Benchmarks, Budgets, and Trends—North America report. We surveyed content marketers worldwide about a range of content marketing topics including strategy, audience development, technology proficiency, and content types. This report presents the data from the B2B content marketers in North America.
Although issues such as changes in SEO and social media algorithms are top-of-mind for B2B content marketers, they are accustomed to rapid changes in technology that often enable them to do their jobs faster, with better results. When the process-related components of the content marketer’s job are efficient, time is freed up to better serve the audience, discovering and developing the types of content they truly want and need.
We hope you find this research helpful as you plan for 2019!
Most B2C content marketers report being successful with content marketing. They rely heavily on email newsletters and social media like Facebook. The majority outsource content creation and have small internal teams. In 2020, marketers will focus on improving content quality/conversions and expanding audiences.
Visual Storytelling: Where We Are & Where We’re Headed in 2014 Michael Pranikoff
This presentation was given by PR Newswire Global Director of Emerging Media, Michael Pranikoff on Dec. 12, 2013 at the BDI Visual Social Communications Leadership Forum in NYC.
B2C Content Marketing: 2013 Benchmarks, Budgets, and Trends—North AmericaMarketingProfs
MarketingProfs produced B2C Content Marketing: 2013 Benchmarks, Budgets, and Trends (North America) in partnership with the Content Marketing Institute. Our goal was to give you a clear view of the State of B2C Content Marketing. Among the questions this report answers: What's really happening? What are your biggest content marketing challenges? What slice of the budget will be dedicated to content next year, and what social channels are most relevant?
The document outlines a slide deck for digital campaign trainers. It covers key strategy concepts like defining campaigns, goals, audiences, and messaging. Interactive exercises help explain these concepts and how to develop a strategic communications plan. The document emphasizes applying these lessons to real campaigns and reflecting on customizing the content for different contexts.
For three years we’ve looked at B2B content marketing trends, and this year, we are excited to bring you these compelling B2C findings.
According to our research, both B2B and B2C marketers are still struggling with the effectiveness of their content marketing. So while we are happy that more marketers are engaging in content marketing to attract and retain customers, we also realize we have a ways to go.
B2B Content Marketing 2014 Benchmarks, Budgets & Trends - North America by Co...Quynh LE
The document summarizes key findings from a report on content marketing trends among B2B marketers in North America in 2014. Some of the main findings include:
- 42% of B2B marketers consider themselves effective at content marketing, up from 36% the previous year. Having a documented content strategy and person overseeing strategy are linked to increased effectiveness.
- Common goals of B2B content include brand awareness, lead generation, and customer acquisition. The most effective marketers prioritize lead generation more.
- Popular tactics include social media, articles, blogs, videos and more. Best-in-class marketers rate blogs as most effective while others rate in-person events highest.
Welcome to the Manufacturing Content Marketing Benchmarks, Budgets, and Trends with Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
This year’s research suggested that the pandemic awoke a sleeping giant – content marketing, that is. Without in-person events and face-to-face selling, many who had previously paid little attention to content marketing suddenly became aware of its power. More content marketers got a seat at the table and helped keep many businesses on their audiences’ radar. Some discovered new audiences altogether.
Videos and virtual events/webinars were big over the last 12 months with the manufacturing marketers we surveyed. In addition, 85% expect continued investment in video in 2022, making it the top area of predicted investment.
Yet manufacturing marketers continue to face content marketing challenges within their organizations: 51% said they are challenged with creating valuable content instead of sales-oriented content as well as with overcoming the traditional marketing and sales mindset. Fifty percent said they are challenged with accessing subject matter experts to create content. If manufacturing marketers can overcome these challenges, they’ll improve their odds of achieving greater content marketing success in the coming year.
Welcome to Content Marketing Institute’s first Video & Visual Storytelling Survey. In this report, you’ll learn how content marketers are using videos, how they’re getting them produced, where they’re seeing results, and more.
Are you using video strategically? Are you paying as much attention to your video distribution plan as you are to video creation? Are you measuring results to see what works? All are important to overall video marketing success. Here’s to yours!
Welcome to our annual report on the content marketing practices of technology marketers. This report focuses on the North American technology marketers who participated in our seventh annual content marketing survey. New for this year, we asked technology marketers about their success with content marketing:
• 24% said their organization’s overall approach to content marketing is “extremely” or “very” successful
• 64% said that compared with one year ago, their organizations are “much more” or “somewhat more” successful with content marketing
• 92% of those reporting increased success attributed that success to doing a better job with content creation.
Seventy-four percent said their organization always or frequently prioritizes delivering content quality over content quantity. That stat is even higher (92%) among the top-performing technology marketers (see the chart on page 4 for our definition of a “top performer”).
Read on for more insights into how your peers are approaching their content marketing—and where they are heading over the next 12 months.
Welcome to the 11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends report. You may notice this year’s report feels different than past years and that’s by design. A year like no other required an approach like no other.
As in past years, we fielded the survey during the summer. We asked many of the same questions as last year but added new ones to see how content marketers were faring several months into the pandemic.
Although the data did not reveal drastic reductions in content marketing resources, many respondents shared in the fill-in comments their challenges of having to do more with less. Others shared their concerns about trying to reach audiences in an overcrowded virtual world.
Nevertheless, one thing stood out: Content marketers are resilient. Most have met the challenges of the pandemic head-on: They’re adapting quickly—and they believe in the value their content provides.
Greetings Marketers,
Welcome to B2C Content Marketing Benchmarks, Budgets, and Trends—North America. This is the companion report to the B2B research we released in September 2017. The data presented in both reports was generated from our eighth annual content marketing survey. One of our key observations this year is that while B2C marketers reported slightly higher levels of overall content marketing success compared with last year, there was a decrease among those who agreed their organization has realistic expectations about what content marketing can achieve. A documented content marketing strategy can help, as it sets expectations for what teams should prioritize; yet, only 38% of B2C marketers reported having one.
Our annual research has consistently shown that those who document their content marketing strategy get better results than those who don’t. Another important key to success is an efficient workflow process (page 4 shows how top-performing B2C marketers rate their project management flow and other distinguishing characteristics that set them apart from their peers). We hope these research findings will be helpful as you consider which content marketing priorities to focus on in the year ahead.
B2C marketers are increasingly strategic in their approach to content marketing. While over half still have small content marketing teams, many outsource content creation. Livestreaming video saw a significant increase in use among B2C marketers compared to the previous year. Analytics tools, social media publishing, and email marketing software are the most commonly used technologies to support content marketing.
Data and insights about influencer marketing and content marketing in the United States and in Canada. Influencer marketing stats from the perspective of the marketer, creator and consumer.
B2B event sponsorship by the numbers (infographic)Maayan Levy
Since we started working on Sponsez, we have been reading a lot about sponsorship. Probably more than all of us ever read together in 12 years of school. There is so much information, so we decided to follow the great trend of info-graphics and share with you important insights about the industry we are in.
Read. Like? Share!
For more about why Sponsez is great for sponsors and event organizers contact us.
Welcome to the B2C Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
Our research suggested that, due to work-from-home requirements, content marketing piqued the interest of many who were previously unaware of its power. With more people than ever spending time online, content marketing presented a prime opportunity for businesses to get and stay in front of audiences. Some B2C marketers discovered new audiences altogether.
Short articles and videos were big over the last 12 months with the B2C marketers we surveyed. In addition, expect a lot of B2C investment in video in 2022: 72% forecast investment in this area. Paid media came in a distant second.
Although most B2C marketers reported success with content marketing in the last 12 months, there are still challenges. Respondents said their top two content marketing challenges were creating content that appeals to multi-level roles within the target audience (42%) and internal communication between teams/silos (41%).
If B2C marketers can overcome these challenges, they’ll improve their odds of achieving greater content marketing success in 2022.
B2B enterprise marketers approach content marketing differently than their overall B2B peers in three key ways: 1) They use more content marketing tactics on average, citing 16 tactics compared to 12 for all B2B marketers, 2) They outsource content creation more at 65% versus 43% for all B2B marketers, and 3) They are more challenged with lack of integration across marketing functions at 58% versus 25% for all B2B marketers.
This report presents all the key statistics, data and behavioural indicators for social, digital and mobile channels around the world. Alongside regional pictures that capture the stats for every nation on Earth, we also present in-depth analyses for 24 of the world's largest economies: Argentina, Australia, Brazile, Canada, China, France, Germany, India, Indonesia, Italy, Japan, Mexico, Nigeria, Poland, Russia, Saudi Arabia, Singapore, South Africa, South Korea, Turkey, Thailand, the UAE, the UK, and the USA. For other reports in this series, please visit http://wearesocial.sg/tag/sdmw
There is a huge opportunity for marketers to get more from the content they’re developing. That’s the conclusion the Content Marketing Institute (CMI) research team came to after
conducting its first-ever content management and strategy survey.
Our team surveyed 411 marketers from the CMI audience to learn how they manage content within their organizations. Read on to see the results.
The document summarizes the findings of a survey about content marketing conducted by Remarkable Content and Brand Republic Insight. Key findings include: 75% of respondents have a content marketing strategy, but challenges include lack of time/resources and inability to measure outputs. Video, newsletters, and blogs are the most effective content types. Over half of marketing budgets are spent on content marketing, and most plan to increase spending in 2016. Content is used primarily for customer acquisition, lead generation, and engagement. [END SUMMARY]
This document is a report on nonprofit content marketing practices in North America. Some key findings include:
- 61% of nonprofit professionals surveyed said they use content marketing.
- 35% said their organization is effective at content marketing.
- Only 23% said they have a documented content marketing strategy.
- Common goals for nonprofit content marketing include brand awareness (87%), engagement (84%), and client/constituent retention (82%).
- Popular metrics used to assess success include increased event attendance/participation (55%) and engagement metrics like social shares (53%).
Welcome to our ninth annual B2B Content Marketing Benchmarks, Budgets, and Trends—North America report. We surveyed content marketers worldwide about a range of content marketing topics including strategy, audience development, technology proficiency, and content types. This report presents the data from the B2B content marketers in North America.
Although issues such as changes in SEO and social media algorithms are top-of-mind for B2B content marketers, they are accustomed to rapid changes in technology that often enable them to do their jobs faster, with better results. When the process-related components of the content marketer’s job are efficient, time is freed up to better serve the audience, discovering and developing the types of content they truly want and need.
We hope you find this research helpful as you plan for 2019!
Most B2C content marketers report being successful with content marketing. They rely heavily on email newsletters and social media like Facebook. The majority outsource content creation and have small internal teams. In 2020, marketers will focus on improving content quality/conversions and expanding audiences.
Visual Storytelling: Where We Are & Where We’re Headed in 2014 Michael Pranikoff
This presentation was given by PR Newswire Global Director of Emerging Media, Michael Pranikoff on Dec. 12, 2013 at the BDI Visual Social Communications Leadership Forum in NYC.
B2C Content Marketing: 2013 Benchmarks, Budgets, and Trends—North AmericaMarketingProfs
MarketingProfs produced B2C Content Marketing: 2013 Benchmarks, Budgets, and Trends (North America) in partnership with the Content Marketing Institute. Our goal was to give you a clear view of the State of B2C Content Marketing. Among the questions this report answers: What's really happening? What are your biggest content marketing challenges? What slice of the budget will be dedicated to content next year, and what social channels are most relevant?
The document outlines a slide deck for digital campaign trainers. It covers key strategy concepts like defining campaigns, goals, audiences, and messaging. Interactive exercises help explain these concepts and how to develop a strategic communications plan. The document emphasizes applying these lessons to real campaigns and reflecting on customizing the content for different contexts.
For three years we’ve looked at B2B content marketing trends, and this year, we are excited to bring you these compelling B2C findings.
According to our research, both B2B and B2C marketers are still struggling with the effectiveness of their content marketing. So while we are happy that more marketers are engaging in content marketing to attract and retain customers, we also realize we have a ways to go.
B2B Content Marketing 2014 Benchmarks, Budgets & Trends - North America by Co...Quynh LE
The document summarizes key findings from a report on content marketing trends among B2B marketers in North America in 2014. Some of the main findings include:
- 42% of B2B marketers consider themselves effective at content marketing, up from 36% the previous year. Having a documented content strategy and person overseeing strategy are linked to increased effectiveness.
- Common goals of B2B content include brand awareness, lead generation, and customer acquisition. The most effective marketers prioritize lead generation more.
- Popular tactics include social media, articles, blogs, videos and more. Best-in-class marketers rate blogs as most effective while others rate in-person events highest.
Welcome to the Manufacturing Content Marketing Benchmarks, Budgets, and Trends with Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
This year’s research suggested that the pandemic awoke a sleeping giant – content marketing, that is. Without in-person events and face-to-face selling, many who had previously paid little attention to content marketing suddenly became aware of its power. More content marketers got a seat at the table and helped keep many businesses on their audiences’ radar. Some discovered new audiences altogether.
Videos and virtual events/webinars were big over the last 12 months with the manufacturing marketers we surveyed. In addition, 85% expect continued investment in video in 2022, making it the top area of predicted investment.
Yet manufacturing marketers continue to face content marketing challenges within their organizations: 51% said they are challenged with creating valuable content instead of sales-oriented content as well as with overcoming the traditional marketing and sales mindset. Fifty percent said they are challenged with accessing subject matter experts to create content. If manufacturing marketers can overcome these challenges, they’ll improve their odds of achieving greater content marketing success in the coming year.
Welcome to Content Marketing Institute’s first Video & Visual Storytelling Survey. In this report, you’ll learn how content marketers are using videos, how they’re getting them produced, where they’re seeing results, and more.
Are you using video strategically? Are you paying as much attention to your video distribution plan as you are to video creation? Are you measuring results to see what works? All are important to overall video marketing success. Here’s to yours!
Welcome to our annual report on the content marketing practices of technology marketers. This report focuses on the North American technology marketers who participated in our seventh annual content marketing survey. New for this year, we asked technology marketers about their success with content marketing:
• 24% said their organization’s overall approach to content marketing is “extremely” or “very” successful
• 64% said that compared with one year ago, their organizations are “much more” or “somewhat more” successful with content marketing
• 92% of those reporting increased success attributed that success to doing a better job with content creation.
Seventy-four percent said their organization always or frequently prioritizes delivering content quality over content quantity. That stat is even higher (92%) among the top-performing technology marketers (see the chart on page 4 for our definition of a “top performer”).
Read on for more insights into how your peers are approaching their content marketing—and where they are heading over the next 12 months.
Welcome to the 11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends report. You may notice this year’s report feels different than past years and that’s by design. A year like no other required an approach like no other.
As in past years, we fielded the survey during the summer. We asked many of the same questions as last year but added new ones to see how content marketers were faring several months into the pandemic.
Although the data did not reveal drastic reductions in content marketing resources, many respondents shared in the fill-in comments their challenges of having to do more with less. Others shared their concerns about trying to reach audiences in an overcrowded virtual world.
Nevertheless, one thing stood out: Content marketers are resilient. Most have met the challenges of the pandemic head-on: They’re adapting quickly—and they believe in the value their content provides.
Greetings Marketers,
Welcome to B2C Content Marketing Benchmarks, Budgets, and Trends—North America. This is the companion report to the B2B research we released in September 2017. The data presented in both reports was generated from our eighth annual content marketing survey. One of our key observations this year is that while B2C marketers reported slightly higher levels of overall content marketing success compared with last year, there was a decrease among those who agreed their organization has realistic expectations about what content marketing can achieve. A documented content marketing strategy can help, as it sets expectations for what teams should prioritize; yet, only 38% of B2C marketers reported having one.
Our annual research has consistently shown that those who document their content marketing strategy get better results than those who don’t. Another important key to success is an efficient workflow process (page 4 shows how top-performing B2C marketers rate their project management flow and other distinguishing characteristics that set them apart from their peers). We hope these research findings will be helpful as you consider which content marketing priorities to focus on in the year ahead.
B2C marketers are increasingly strategic in their approach to content marketing. While over half still have small content marketing teams, many outsource content creation. Livestreaming video saw a significant increase in use among B2C marketers compared to the previous year. Analytics tools, social media publishing, and email marketing software are the most commonly used technologies to support content marketing.
Data and insights about influencer marketing and content marketing in the United States and in Canada. Influencer marketing stats from the perspective of the marketer, creator and consumer.
B2B event sponsorship by the numbers (infographic)Maayan Levy
Since we started working on Sponsez, we have been reading a lot about sponsorship. Probably more than all of us ever read together in 12 years of school. There is so much information, so we decided to follow the great trend of info-graphics and share with you important insights about the industry we are in.
Read. Like? Share!
For more about why Sponsez is great for sponsors and event organizers contact us.
Welcome to the B2C Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
Our research suggested that, due to work-from-home requirements, content marketing piqued the interest of many who were previously unaware of its power. With more people than ever spending time online, content marketing presented a prime opportunity for businesses to get and stay in front of audiences. Some B2C marketers discovered new audiences altogether.
Short articles and videos were big over the last 12 months with the B2C marketers we surveyed. In addition, expect a lot of B2C investment in video in 2022: 72% forecast investment in this area. Paid media came in a distant second.
Although most B2C marketers reported success with content marketing in the last 12 months, there are still challenges. Respondents said their top two content marketing challenges were creating content that appeals to multi-level roles within the target audience (42%) and internal communication between teams/silos (41%).
If B2C marketers can overcome these challenges, they’ll improve their odds of achieving greater content marketing success in 2022.
B2B enterprise marketers approach content marketing differently than their overall B2B peers in three key ways: 1) They use more content marketing tactics on average, citing 16 tactics compared to 12 for all B2B marketers, 2) They outsource content creation more at 65% versus 43% for all B2B marketers, and 3) They are more challenged with lack of integration across marketing functions at 58% versus 25% for all B2B marketers.
This report presents all the key statistics, data and behavioural indicators for social, digital and mobile channels around the world. Alongside regional pictures that capture the stats for every nation on Earth, we also present in-depth analyses for 24 of the world's largest economies: Argentina, Australia, Brazile, Canada, China, France, Germany, India, Indonesia, Italy, Japan, Mexico, Nigeria, Poland, Russia, Saudi Arabia, Singapore, South Africa, South Korea, Turkey, Thailand, the UAE, the UK, and the USA. For other reports in this series, please visit http://wearesocial.sg/tag/sdmw
The document discusses research from We Are Social and the World Federation of Advertisers on what defines great brands according to senior marketers. They identified 5 key elements: 1) a value proposition that extends beyond products, 2) making a positive difference, 3) involving rather than just interrupting audiences, 4) engaging emotions, and 5) helping people help themselves. Examples are given for each element like how Red Bull challenges limits and TOMS' brand promise. The research aims to provide guidance for best practice future marketing.
This document discusses how technology can be used as the foundation for marketing campaigns. While technology and innovation influence many campaigns, the key is making sure the technology fits the brand's core idea and is emotional. The article discusses a campaign called "The Most Powerful Arm" that used an interactive robot arm driven by Facebook users to sign a petition for muscular dystrophy research. The campaign was successful due to combining technology, human stories, and digital and traditional PR. The takeaway is that any brand can have a technology-focused campaign if the tech evokes emotion and fits the brand's core idea. Physical manifestations of ideas and stirring deep emotions are also principles for effective campaigns.
People all over the world are increasingly connected to the internet wherever they are. But what does this mean for our future? We Are Social explores this question with 10 fresh provocations designed to inspire imagination and innovation.
This edition of The SoDA Report On… explores the creative agency’s perspective on the state of agency workflow management, processes and tools. Created in partnership with Deltek, the findings of the research highlight key issues that agencies face, the challenges they need to address, and delivers valuable insight into the current state of workflow management. In addition to the research component, the Report includes original articles by the industry's finest minds.
It’s been an interesting year at Cannes. It’s certainly the biggest year in terms of entries, categories & delegates. 76000 entries were whittled down to 1589 winners across 18 categories.
After looking through the winners this year, it felt like Big Emotion trumped Big Data. I’ve put together a selection of what I found to be the most interesting work from the festival with this overarching theme in mind.
Research and findings in Volume 1 revealed several key shifts in marketer/agency relationships and major discrepancies on topics such as: areas that brands and agencies believe are most valuable to clients, reasons clients walk away from agency relationships and the biggest talent shortfalls within client organizations. In this edition, we continue to explore some of those same findings, offering very different perspectives and lines of reasoning in an effort to challenge our own assumptions and improve our analysis of important industry issues.
The meticulously-curated editorial sections within the Report include Industry Insider, Modern Marketer and Tech Talk. You’ll also find an exemplary collection of projects from SoDA members and partners that feature work with world-renowned brands such as Coca-Cola, Nike, Google, Pepsi, and YouTube in addition to immersive digital experiences for museums and academic institutions.
*Please note that certain anchor links will only work if the publication is downloaded locally.
I recently gave his presentation. It dispels some of today's popular, but baseless marketing myths and provides a path forward to brand growth. We should all thank Professor Byron Sharp and his colleagues from the Ehrenberg Institute in Australia for keeping it real.
Digital advertising social marketing and tech trends predictions in 2015Soap Creative
We’ve taken another light-hearted look at what we think the zeitgeist of 2015 will be for marketing, tech, pop culture and everything in-between.
Follow us for more updates or view our uploads for more insights.
The SoDA Digital Outlook Study found:
1) Respondents were more senior-level than ever before, with 9 out of 10 being key decision makers.
2) The share of respondents identifying as consultancies nearly doubled, reflecting consultancies' growing role in digital services.
3) The share of client-side respondents in the service sector rose significantly, in line with its projected strong global job growth.
Cannes Lions 2014 Predictions. What's going to win and why? It’s in no way an exhaustive list, simply an educated guess as to what might win at Cannes this year. We’ve tried to identify the emerging themes we may see coming out of the Festival.
Hello, Content Marketers,
It is our pleasure to present the fifth annual Content Marketing in Australia: Benchmarks, Budgets, and Trends report.
As Australian marketers continue to grow in experience and content marketing maturity, so too does their overall success with the approach.
In addition, many who are just starting out appear to have the right idea: 71% whose companies are in the young/ first steps phase agree that their company is focused more on building long-term relationships than on getting quick results from content marketing.
Our hope is that your company views content marketing as an opportunity to build an audience and create ongoing value—versus just another method to generate leads and sales. The right vision—along with a documented content marketing strategy and a strong commitment to content marketing—are the first steps toward tangible business results.
In this edition of The SoDA Report, we explore the concept of value. We place the human at the heart of this issue and explore themes around value systems, value creation and value delivery from a wide variety of perspectives. How are agencies, production companies, brands and technologies creating and delivering value, or even giving rise to entirely new value systems? We dive into all of these questions throughout the editorial sections and via our annual Digital Marketing Outlook (DMO) research study.
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*Please note that certain anchor links will only work if the publication is downloaded locally. Additionally, full interactive functionality of the report (photo carousels) will be accessible via the free tablet app coming soon.
The brands that actively involve their audiences in the creation of value are best placed to succeed in an ever-more connected world. This eBook from We Are Social presents a series of provocations to help you define your brand’s approach to this connected future, and helps you to start bringing that vision to life today, by building a truly social brand.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive function. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms for those who already suffer from conditions like anxiety and depression.
We Are Social's comprehensive new report covers internet, social media and mobile usage statistics from all over the world. It contains more than 350 infographics, including global snapshots, regional overviews, and in-depth profiles of 30 of the world's largest economies. For a more insightful analysis of these numbers, please visit http://bit.ly/SDMW2015
Today we all live and work in the Internet Century, where technology is roiling the business landscape, and the pace of change is only accelerating.
In their new book How Google Works, Google Executive Chairman and ex-CEO Eric Schmidt and former SVP of Products Jonathan Rosenberg share the lessons they learned over the course of a decade running Google.
Covering topics including corporate culture, strategy, talent, decision-making, communication, innovation, and dealing with disruption, the authors illustrate management maxims with numerous insider anecdotes from Google’s history.
In an era when everything is speeding up, the best way for businesses to succeed is to attract smart-creative people and give them an environment where they can thrive at scale. How Google Works is a new book that explains how to do just that.
This is a visual preview of How Google Works. You can pick up a copy of the book at www.howgoogleworks.net
We Are Social's comprehensive new Digital in 2016 report presents internet, social media, and mobile usage statistics and trends from all over the world. It contains more than 500 infographics, including global data snapshots, regional overviews, and in-depth profiles of the digital landscapes in 30 of the world's key economies. For a more insightful analysis of the numbers contained in this report, please visit http://bit.ly/DSM2016ES.
This document provides summaries of various presentations from the 2016 Cannes Lions International Festival of Creativity. Some of the presentations discussed include passion trumping talent, cracking the code of creativity, creativity through the eyes of Confucius, perception creating reality over fact, sponsored content, raising the creative bar at P&G, exploring gender bias in marketing, creativity in the workplace, and how risk-taking ads helped Justin Trudeau become Prime Minister. The document also includes a link to the author's notes from the various sessions at the festival.
- 93% of Australian marketers use content marketing, but only 33% rate themselves as effective.
- Australian marketers are more likely than their North American and UK peers to have a documented content strategy and someone overseeing the strategy.
- 81% of Australian marketers are producing more content than the previous year, and brand awareness is the top goal of their content marketing efforts.
Australian content marketing research 2014King Content
81% of Australian marketers are producing more content than the previous year and allocate on average 27% of their budget to content marketing. While content marketing adoption has increased to 93% of Australian businesses, only 33% feel they are effective. The top challenges are lack of time to produce enough varied and engaging content. Having a documented content strategy is linked to increased effectiveness, yet only 52% of Australian marketers have one. Developing a content strategy is recommended to define objectives and better plan, implement and measure content marketing programs.
Greetings Content Marketers,
Welcome to this year's report on the content marketing practices of business-to-business technology marketers in North America.
In this report we highlight key areas of difference between the most effective technology marketers and their less-effective peers. We also show some differences between those who have a documented content strategy and those who do not.
Technology marketers use a good mix of tactics and continue to invest in content marketing, with 58% planning to increase spend over the next 12 months. We look forward to seeing how this continued investment pays off over the next year.
This document provides a summary of key findings from IZEA's 2017 State of the Creator Economy study. Some of the main findings include:
- Influencer and content marketing were rated as highly effective approaches by both marketers and consumers in the US and Canada. Traditional advertising across other media was seen as less effective.
- Quick/visual content like videos and photos are preferred approaches for both influencer and content marketing.
- Most marketers have dedicated budgets for influencer and content marketing and see these approaches as increasingly important.
- For influencer marketing, content quality, metrics, and creator credibility are top priorities for marketers. Accountability for content marketing spans multiple departments in many companies.
1) 46% of technology marketers have a documented content strategy, which is associated with greater effectiveness, use of more tactics/platforms, and fewer challenges.
2) The most effective technology marketers allocate more budget to content (35% vs 28% overall) and are more likely to increase spending over the next year.
3) Lead generation is the top goal of content marketing for technology companies, while website traffic is the primary metric for measuring success.
1) A survey of B2B content marketers in North America found that more marketers now have documented content strategies (44%) and assign someone to oversee their content strategy (73%). As a result, more marketers consider themselves effective (42% up from 36% last year).
2) The survey identifies characteristics of highly effective content marketers, including having documented strategies (66%) and oversight (86%), using more tactics on average (15 vs 10) and social media platforms (7 vs 4), and allocating more budget to content (39% vs 16%) compared to less effective marketers.
3) While adoption of content marketing is high at 93%, the survey found that many marketers
Throughout this report, you’ll see how technology marketers have changed their content
marketing practices over the last year and how they compare with the overall sample of B2B
marketers who completed our annual content marketing survey
This document discusses the results of a survey of B2B technology content marketers in North America. Some key findings include:
- 93% of technology marketers use content marketing, focusing on lead generation as a top goal.
- Only 33% have a documented content marketing strategy, though those who do see better results.
- Lead generation, engagement, and lead nurturing are the most important goals. Common metrics for success include website traffic, sales lead quality and quantity.
- Only 24% feel successful at tracking ROI of content marketing, though initiatives aim to improve measurement and content engagement.
B2B Technology Content Marketing Benchmarks Budgets and Trends North AmericaRajkumar Seo
This report presents the findings fr om the 420
respondents who said they were B2B technology
marketers in North America.
Many of the B2B companies are using content marketing as a lead generation.
Thank you for your interest in Content Marketing in the UK 2017: Benchmarks, Budgets, and Trends.
The annual content marketing survey, from which the results of this report were generated, revealed many new insights this year. We asked more questions about content marketing strategy, factors that in uence content marketing success, marketers’ attitudes about content creation and content marketing in general, and much more.
We also asked respondents about their commitment level to content marketing. To see the types of content marketing activities that those who are more committed are prioritizing, see the chart on page 4. Enjoy!
The Big UK Content Marketing Benchmarks Study 2015Axonn Media
Highlights of the annual report "Content Marketing in the UK: 2015 Benchmarks, Budgets and Trends" by Content Marketing Institute and DMA UK, sponsored by Axonn Media.
Welcome to our fifth annual report on the content marketing practices of manufacturers. Content Marketing Institute (CMI) has been conducting annual
content marketing research since 2010, but because our data indicated that manufacturers were slower than other industries to adopt content marketing,
we didn’t begin producing a manufacturing report until 2014.
It’s been exciting to watch more and more manufacturers launch content marketing initiatives with each passing year. And for those that are just starting
out – or are at a standstill – there are lessons to learn from companies that are further along in their content marketing maturity (see page 4). For example,
most content marketing progress is built on a foundation of a strong commitment to the approach and a documented content marketing strategy.
This document provides a summary of insights from a survey of 219 Australasian marketers on the state of marketing in 2014. Some key findings include:
- Top marketing priorities for 2014 are driving increased conversion rates, increasing brand awareness, and improving data collection efforts.
- 97% of marketers plan to increase or maintain their marketing budgets in 2014, focusing spending increases on data & analytics, email, marketing automation, SMS, and content management.
- Marketers identified increasing subscriber engagement and revenue as their primary lifecycle marketing challenge for 2014.
This document summarizes the key points from a webinar presentation about attracting and converting new patients through digital marketing. It discusses developing a social media strategy, providing examples of content and metrics from client case studies in the medical industry. It also covers how social media and search marketing intersect, and analyzes the website performance of over 70 medical sites to evaluate metrics like speed, mobile-friendliness, and technical SEO issues. The presentation concludes by offering a free website performance analysis to attendees.
This document discusses strategies for effective eDetailing to physicians. It begins with an analysis of the current situation for field promotion, noting that physicians are overwhelmed with details from pharmaceutical reps and spend more time online. The key questions covered include identifying appropriate eDetailing uses, determining the right marketing mix, overcoming organizational barriers, and measuring impact. Recommendations focus on optimizing reach and impact through recruitment, extended viewing audiences, best practices, and metrics. The future will likely see more medical work integrated into physicians' online activities.
B2C Content Marketing Trends Research 2014Dung Tri
The document provides an overview of B2C content marketing trends in North America based on a study. Some key findings include:
- 90% of B2C marketers now use content marketing, up from 86% last year, and 34% consider themselves effective, up from 32%.
- B2C marketers on average use 12 content marketing tactics and produce more content than the previous year.
- Top organizational goals for B2C content marketing are brand awareness and customer acquisition.
- 60% of B2C marketers plan to increase their content marketing budgets over the next year.
UK marketers see significant changes in the marketing industry and feel both optimistic and challenged to keep up. New technologies are transforming how marketers engage audiences and measure effectiveness. While optimistic, UK marketers worry about their ability to adapt to changes and feel underprepared. Resources and lack of training are barriers to success. Consumer expectations of immediacy, personalization, and compelling content are rising. Most marketers agree the industry is undergoing rapid transformation.
B2B small business marketers in North America were surveyed about their content marketing practices. Key findings include:
- 45% said they are effective at content marketing, up from 34% last year.
- 48% have a documented content strategy, more than larger companies.
- 75% are producing more content than last year, more than large enterprises.
- The top three tactics used are social media, website articles, and eNewsletters. Case studies and in-person events are seen as most effective.
- Brand awareness is the top goal. Web traffic is the primary metric measured.
- 60% plan to increase their content marketing budget over the next year.
For Love or Money 2016_ExecSummary_FINALAdam Posner
This document provides an executive summary of a research study on Australian loyalty programs and their impact on customer loyalty. Some key findings from the study include:
1) Membership in loyalty programs remains steady, with 82% of Australians enrolled in at least one program. On average, members belong to 3.9 programs.
2) Engagement with loyalty programs is changing, with members being less actively engaged with all of their programs but more engaged with most programs.
3) The top 10 most mentioned loyalty programs doing a very good job according to members are Coles/flybuys, Woolworths Rewards, Qantas Frequent Flyer, Virgin Velocity, MYER one, Priceline Sister
The cmo survey_highlights_and_insights_aug - 13-finalchristinemoorman
Marketing budgets are expected to grow more slowly in the next year, with an overall increase of 4.3% compared to 6.4% last year. Digital marketing spending is leveling off at 10% of total budgets while traditional advertising continues to decline sharply. While other marketing investments like new product introductions, customer relationship management and brand building will still see positive growth, the rate of increase is slowing compared to previous periods.
Similar to Content Marketing in Australia: 2014 Benchmarks, Budgets & Trends (20)
There’s one question on every marketer’s mind: “How do I connect?”
We’ve all been seeking connection since the pandemic struck. Stuck at home, working from kitchen tables and converted closets, marketers have been fighting to create and maintain connections with their audiences.
Despite all the upheaval, content remains a tried-and-true way to generate demand. After all, it’s content-driven experiences that build those precious connections, no matter what’s going on in the world outside.
Connection is more important than ever. And as you’ll find out in this report, successful marketers are beginning to make it easier for prospects to purchase at any stage of the buyer’s journey — messages are shifting from why to buy to how to buy.
This has been another tough year. One negative headline after another has drained audiences’ emotional reserves. They need an escape. Marketing content can offer that empathetic, emotionally stirring olive branch they’re searching for.
As you read on, you’ll discover that blogs, podcasts, and videos are the content types that are most effective at the early stages of the buyer’s journey, where brands are fighting to establish customer awareness and audience interest.
The reason is simple: These content types foster connection. They tell a story, they evoke emotion, and they present a face that the audience can relate to. And the strength of the connections that these content types create helps carry buyers through the rest of their journey on a wave of engagement and investment.
In conclusion: Connection lies in content. The last Content Marketing for Demand Generation survey report (2020) talked about creating desire and holding attention. This year, we talk about making it easier for customers to purchase across all stages of the buyer’s journey.
By providing audiences with earnest and engaging content, you can build lasting connections in 2022 and beyond that drive demand to new heights.
1) The document discusses benchmarks, budgets, and trends for technology content marketing in 2022 based on a survey.
2) It finds that nearly one-third of technology marketers rated their content marketing success as "extremely" or "very" successful over the past year. Top performers stand out through differentiating content and prioritizing audience needs.
3) Creating content for multi-level roles, accessing subject matter experts, and internal communication were the top challenges reported. Most technology marketers plan to invest in video content in 2022.
Welcome to the Enterprise Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
The research suggested that, due to lockdowns and work-from-home mandates, content marketing piqued the interest of many who were previously unaware of its power. With more people than ever spending time online, content marketing presented a prime opportunity to get and stay in front of audiences.
As in the previous year, nearly one in three enterprise marketers said their organization was extremely or very successful with content marketing. These marketers, our “top performers,” have certain characteristics that set them apart from their peers (see page 4). A few of the biggest things they do are to differentiate their content and use content collaboration/calendaring/workflow tools.
No matter how successful they are at content marketing, most respondents plan to invest in video in 2022: 72% of all enterprise respondents forecast investment in this area followed by investment in events (62%), paid media (59%), and owned-media assets (55%).
And, yes, challenges remain. The top challenge, which is the same as it was two years ago, is internal communication between teams/silos (57%). It indicates a pressing need to formalize content operations in enterprises that have not yet done so.
Welcome to the 12th Annual Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. What a year it has been.
This edition of our report looks back on the last 12 months and includes expectations for 2022. Throughout, you will see quotes from the many rich, qualitative responses we received to the question, “What did the pandemic change most about your organization’s content marketing strategy/approach?” In all, 75% of respondents took the time to answer this question and we are ever so grateful. What amazing insights it yielded!
The key theme that emerged was this: The pandemic awoke a sleeping giant – content marketing, that is. Without in-person events and face-to-face selling, many who had previously paid little attention to content marketing suddenly became aware of its power. More content marketers got a seat at the table and helped keep many businesses on their audiences’ radar. Some discovered new audiences altogether.
The research also confirmed what many of us already knew: Content marketers are some of the fiercest business pros around. In the most difficult of times, they get the job done – and many come through more creative and stronger than before.
Congratulations, content marketers, for a job well done in the most difficult of times. Our entire team salutes you!
By day, you’re in the office, cooking up content. By night, you’re in the kitchen, preparing a satisfying meal. But what if we combined the two?
Developing a content marketing strategy is like creating a dinner menu. You start with the basic ingredients and build upon them. You perfect your technique, exercising balance while adding a dash of flavor. And don’t forget, presentation is key. You must distribute and plate your meal beautifully.
So, what are people making and how are they making it? We asked the Content Marketing Institute team to share their favorite content-inspired dishes. Whether you are a first-time cook or a seasoned chef, these recipes will give you new perspective on processes, measurement and ROI, technology, and more. They are definitely ones you want in your repertoire.
We’ve put together the ultimate cookbook for content marketers, filled with tasty (and mildly entertaining) recipes. We hope you enjoy it. Bon appétit!
The survey found that more organizations are taking a strategic approach to content management. 81% of respondents said their organization views content as a core business strategy, up from 72% last year. However, fewer organizations are able to extract meaningful insights from data and analytics compared to the previous year. While proficiency with content management technology increased, integration, training and communication issues remain barriers to fully utilizing these tools.
Welcome to our annual Technology Content Marketing Benchmarks, Budgets, and Trends report, based on our latest annual content marketing survey conducted in July 2020.
The study showed that technology marketers, in the throes of adjusting to business changes presented by a global pandemic, put more emphasis on using content marketing to generate demand and leads than they had the previous year. They also were looking more closely at conversion and marketing qualified lead (MQL) metrics to track the performance of their content.
These insights suggest that tech marketers were increasingly called upon to use content marketing for demand and lead generation. It makes sense, then, that their use of virtual events (83%) increased by nine percentage points over the previous year, as virtual relationship-building and selling took a front seat. In addition, livestreaming video finally took off (one-third of all tech respondents—and 53% of those working in large companies—reported using it).
It’s too soon to tell if these will be lasting shifts. Priorities are likely to change again as restrictions caused by the pandemic ease up. We look forward to exploring these topics in our next round of annual content marketing research.
Welcome to our annual Enterprise Content Marketing Benchmarks, Budgets, and Trends report. Here we present the findings from enterprise marketers (those who work in organizations with 1,000+ employees) who replied to our 11th Annual Content Marketing Survey.
At the time of the survey, content marketers had just made it through the first half of 2020. Most reported that their organization made quick changes when the pandemic hit, most notably by changing their targeting/messaging strategy, adjusting their editorial calendar, and changing their content distribution/promotion strategy. The majority (57%) expected to spend about the same on content marketing during the second half of 2020 as they spent in the first half (17% expected a decrease).
Team size hadn’t changed drastically compared with the previous year (48% said it stayed the same); yet, another 35% reported an increase.
Overall, one-third of the enterprise respondents reported high levels of content marketing success. These top performers said the top two factors contributing to that success in the last 12 months were “the value our content provides” (79%) and “website changes” (62%).
Looking forward, 74% of respondents felt the pandemic would have a major or moderate long- term impact on their organization’s overall content marketing success. It will be interesting to see how enterprise marketers rise to the challenges in 2021.
This document describes the rules for a Bingo game being played during CMWorld, an annual content marketing conference. Players print a Bingo card with content marketing-related squares and mark squares as they participate in conference activities. Players can win prizes by being the first to mark a row, column or diagonal of squares. To enter, players take a photo of their completed card and share it on Twitter or email by October 18th. Six winners will be randomly selected to receive prizes including Amazon or conference registration gift cards.
Virtual conferences and events provide new opportunities for you
to showcase your product or service, meet 1:1 with your current
and potential customers, and listen to the needs of the industry. With such a large investment of time, money, and human resources, it’s no surprise that management expects great returns on each event that your company sponsors.
On behalf of the Content Marketing Institute team, we’re all here to help you. We’re ready for exciting experiences, great ROI for sponsors, and new ways for customers to advance the practice of content marketing because of partner relationships built at our events.
When Content Marketing Institute (CMI) first reported on manufacturing in 2014, we noted that manufacturers were later to adopt content marketing than other industries we studied. They’ve certainly come a long way since then.
As you’ll see in this report—based on the results of our 10th annual content marketing survey—manufacturing marketers have become more strategic with their content marketing and are feeling less challenged with communicating complex content. Many are reporting success with their overall approach to content marketing. The ability to craft content for different audiences across various stages of the buyer’s journey—and distribute that content with precision—will be important to continued success in 2020.
Most B2B organizations have small content marketing teams, with over half having just one person or no dedicated team. Content creation is the activity most commonly outsourced. While goals focus on top-of-funnel awareness, more organizations report using content marketing successfully for deeper goals like nurturing and revenue generation compared to past years. Analytics tools and email software are the most used technologies. Documented strategies are becoming more prevalent and correlate with success.
Unpredictable algorithm shifts. Falling reach and lower engagement rates. Growing consumer mistrust from fake news and data breaches.
Despite woes like these, people still use social media platforms – and marketers are still drawn to their relationship-building powers. In fact, in 2019 research from Content Marketing Institute and MarketingProfs, 61% of B2B marketers and 69% of B2C marketers say they’ve increased their use of social media for content marketing compared with one year ago.
However, navigating the social media landscape is like entering a dark forest without a map. If you aren’t familiar with the terrain and don’t have a solid plan, you can’t expect to reach your destination, let alone make it out of the woods unscathed.
This guide is full of tools that will help you find the best path to success, from planning your social media explorations, to growing legions of brand fans, to engaging them in meaningful ways.
We’ll cover the top content marketing opportunities in the social sphere, including:
- Landmark locations like Facebook, Twitter, and LinkedIn
- Video viewing-centric channels like YouTube and Twitch
- Streaming media sites like Snapchat Stories and Instagram Stories
- Emerging social platforms like Vero True Social and WeGather Online
Welcome to B2C Content Marketing 2019—Benchmarks, Budgets, and Trends. This report presents the results from the B2C marketers who took our ninth annual content marketing survey.
Our research has consistently shown that creating brand awareness is a top goal for B2C content marketing. However, many of this year’s survey respondents also reported strong concern for using content to solidify existing relationships (see page 13).
Content that can be effective at building loyalty takes many shapes and forms today, for example:
- Videos and social media stories that entertain
- In-person events that create a sense of community and belonging
- Podcasts that inspire
- Live or virtual experiences that evoke emotion
- Articles, guides, newsletters, etc., that provide information
Obviously, the list goes on. The point is, that while driving people to content is critical, giving them reasons to keep coming back will grow long-term success!
What are some of the changes content marketers are likely to encounter over the next 12 months and beyond? Find out what dozens of experts see on the horizon in Content Marketing Institute's 11th annual e-book of content marketing predictions.
It's back! Content Marketing World's annual conference ebook featuring a large number of our incredible speakers offering their insights on content marketing, how to level up and advance, how best to amplify your message and so much more. Check out what your favorite content marketers have to say on these topics and also meet some new faces to CMWorld. CMWorld 2018 is going to be epic - be sure to join us there! Game On!
Connected, interactive content experiences deliver more trusted data, and more measurable results. Original research illuminates how marketersare making big, beautiful music.
The document provides a checklist for sponsors and exhibitors at conferences and events to help them maximize their investment and nurture happy customers. It offers tips for the pre-event, during event, and post-event stages, including committing early, complementing the event theme, networking with attendees, following up on leads, and respecting people's contact preferences. The overall goal is to showcase products and services, meet customers, and listen to their needs at the event and beyond.
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It takes all kinds of AI and Humans to make Good Business DecisionDenis Gagné
In today’s rapidly evolving markets, the integration of human insight with advanced AI technologies is crucial for making sophisticated, timely decisions. This presentation delves into how businesses in regulated industries such as finance, healthcare, and government can leverage AI to balance mission-critical risks with profitability, ensure compliance, and maintain necessary transparency. We'll explore strategic, tactical, and operational decisions across various scenarios, demonstrating the power of AI to augment human decision-making processes, thus optimizing outcomes. Whether you are looking to enhance your existing protocols or build new frameworks, this webinar will equip you with the insights and tools to advance your decision-making capabilities.
Progress Report - Qualcomm AI Workshop - AI available - everywhereAI summit 1...Holger Mueller
Qualcomm invited analysts and media for an AI workshop, held at Qualcomm HQ in San Diego, June 26th. My key takeaways across the different offerings is that Qualcomm us using AI across its whole portfolio. Remarkable to other analyst summits was 50% of time being dedicated to demos / hands on exeriences.
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Vision and Goals: The primary aim of the 1st Defence Tech Meetup is to create a Defence Tech cluster in Portugal, bringing together key technology and defence players, accelerating Defence Tech startups, and making Portugal an attractive hub for innovation in this sector.
Historical Context and Industry Evolution: The presentation provides an overview of the evolution of the Portuguese military industry from the 1970s to the present, highlighting significant shifts such as the privatisation of military capabilities and Portugal's integration into international defence and space programs.
Innovation and Defence Linkage: Emphasis on the historical linkage between innovation and defence, citing examples like the military genesis of Silicon Valley and the Cold War's technological dividends that fueled the digital economy, highlighting the potential for similar growth in Portugal.
Proposals for Growth: Recommendations include promoting dual-use technologies and open innovation, streamlining procurement processes, supporting and financing new ICT/BTID companies, and creating a Defence Startup Accelerator to spur innovation and economic growth.
Current and Future Technologies: Discussion on emerging defence technologies such as drone warfare, advancements in AI, and new military applications, along with the importance of integrating these innovations to enhance Portugal's defence capabilities and economic resilience.
The Key Summaries of Forum Gas 2024.pptxSampe Purba
The Gas Forum 2024 organized by SKKMIGAS, get latest insights From Government, Gas Producers, Infrastructures and Transportation Operator, Buyers, End Users and Gas Analyst
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Empowering Excellence Gala Night/Education awareness Dubaiibedark
The primary goal is to raise funds for our cause, which is to help support educational programs for underprivileged children in Dubai. The gala also aims to increase awareness of our mission and foster a sense of community among attendees
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How Communicators Can Help Manage Election Disinformation in the WorkplaceMariumAbdulhussein
A study featuring research from leading scholars to breakdown the science behind disinformation and tips for organizations to help their employees combat election disinformation.
2. OVERVIEW: THE STATE OF CONTENT MARKETING IN AUSTRALIA
Greetings Marketers,
Content Marketing Institute (CMI) and The Association for data-driven marketing & advertising (ADMA) are pleased to announce the
results of our second annual study on content marketing practices in Australia.
This report provides insight into how Australian for-profit marketers—both business-to-business (B2B) and business-to-consumer
(B2C)—are using content marketing. It also includes comparisons of Australian marketers with their North American and UK peers,
so marketers can see where they are similar and different.
Key insights include:
ustralian marketers (52%) are more likely than North American (43%) and UK (42%) marketers to have a documented
A
content strategy
9% are planning to increase their content marketing budget over the next 12 months, compared with 58% of their North American
6
and 56% of their UK peers
1% are producing more content than they did one year ago, compared with 72% of their North American and 76% of their UK peers.
8
While Australian marketers are less challenged with certain areas (e.g., producing enough content and producing engaging content)
than their North American and UK peers are, they rate themselves lower in terms of overall effectiveness (33%*). With continued
advances in the field, education, and experimentation, we hope to see that confidence rise over the coming year.
On with the content marketing revolution!
Joe Pulizzi
Founder
Content Marketing Institute
Jodie Sangster
Chief Executive Officer
The Association for data-driven marketing & advertising
*Respondents who rated themselves as a 4 or 5 in terms of effectiveness (on a scale of 1 to 5, with 5 being “Very Effective”)
2
SponSored by
3. USAGE
93% of Australian marketers use content marketing.
Percentage of Australian Respondents
Using Content Marketing
7%
do not
use content
marketing
93%
use content
marketing
Content Marketing in Australia 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
SponSored by
3
4. OVERALL EFFECTIVENESS
33% of Australian marketers say they are
effective at content marketing.
How Australian Marketers Rate the
Effectiveness of Their Organization’s
Use of Content Marketing
5%
28%
5
4
3
Very Effective
Australian marketers (33%) do not rate
themselves as highly in terms of
effectiveness as their North American (41%)
and UK (48%) peers rate themselves.
51%
13%
2
1
Not At All Effective
0
10 20 30
3%
40 50 60 70 80 90 100
Content Marketing in Australia 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
SponSored by
4
5. AT-A-GLANCE
For-Profit (B2B+B2C) Content Marketers At-A-Glance
Australia
North America United Kingdom
Has a documented content strategy
52%
43%
42%
Has someone who oversees content marketing strategy
74%
72%
71%
Producing more content than one year ago
81%
72%
76%
Average number of tactics used
13
13
14
Average number of social media platforms used
5
6
6
Percent of marketing budget spent on content marketing
27%
29%
31%
Plans to increase content marketing spend over next 12 months
69%
58%
56%
Challenged with producing enough content
44%
53%
46%
Challenged with producing engaging content
41%
47%
44%
Challenged with producing a variety of content
41%
38%
33%
Challenged with lack of budget
38%
41%
38 %
Content Marketing in Australia 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
SponSored by
5
6. STRATEGY
52% of Australian marketers have a documented
content strategy.
Percentage of Australian Marketers
Who Have a Documented Content Strategy
4%
Unsure
43%
No
52%
Australian marketers (52%) are more likely
than North American (43%) and UK (42%)
marketers to have a documented content
strategy.
Yes
Content Marketing in Australia 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
SponSored by
6
7. STRATEGY
74% of Australian organizations have someone in place
to oversee content marketing strategy.
Percentage of Australian
Organizations With
Someone Who Oversees
Content Marketing Strategy
3%
Unsure
22%
No
Australian companies (74%) are more likely
than North American (72%) and UK (71%)
companies to have someone in place to
oversee content marketing strategy.
74%
Yes
Content Marketing in Australia 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
SponSored by
7
8. CONTENT VOLUME
81% of Australian marketers are producing more
content than they did one year ago.
Change in Amount of Content Creation
Among Australian Marketers
(Over Last 12 Months)
4%
Less
15%
Same Amount
38%
Significantly
More
Australian marketers increased their
content production over the last year
more so than North American (72%)
and UK (76%) marketers did.
43%
More
Content Marketing in Australia 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
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8
9. TACTIC USAGE
Australian marketers use an average of 13 content
marketing tactics.
100
Content Marketing Usage in Australia
(by Tactic)
80
84% 84% %
82
80%
72%71%
Australian (80%) and
UK (86%) marketers use
blogs more frequently than
North American (75%)
marketers do.
70%
64%
60
49% 48%
28% 27%
Content Marketing in Australia 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
9
Games/Gamification
18% 16%
Virtual Conferences
Podcasts
Print Newsletters
20%
Books
30%
Licensed/Syndicated Content
Digital Magazines
30% 30%
Annual Reports
eBooks
32% 31%
Mobile Apps
34%
Print Magazines
Branded Content Tools
Webinars/Webcasts
Mobile Content
Research Reports
Infographics
Microsites
Online Presentations
In-person Events
Case Studies
Videos
Articles on Other Websites
Blogs
eNewsletters
0
Social Media – Other than Blogs
20
Articles on Your Website
40
White Papers
45% 43% 43%
42% 41%
39%
Australian (64%) and
UK (69%) marketers
use in-person events
less frequently than
North American (74%)
marketers do.
SponSored by
10. TACTIC EFFECTIVENESS
Australian marketers say eNewsletters are the
most effective tactic they use.
Effectiveness Ratings of Tactics Among
Australian Marketers Who Use Them
Percentage of Respondents that Consider the Following Tactics Effective*
73%
eNewsletters
In-person Events
66%
Research Reports
63%
Videos
62%
62%
Case Studies
58%
Social Media Content 58%
Blogs
Mobile Content
Australian marketers (73%) rate eNewsletters
as more effective than North American (63%)
and UK (66%) marketers do.
North American (70%) and UK (74%)
marketers rate in-person events as more
effective than Australian marketers (66%) do.
56%
Articles on Your Website 56%
Articles on Other Websites 52%
0
10 20 30
40 50 60 70 80 90 100
*Percentage of respondents who rated these tactics as a 4 or 5
in terms of effectiveness (on a scale of 1 to 5, with 5 being “Very Effective”)
Content Marketing in Australia 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
10
SponSored by
11. SOCIAL MEDIA USAGE
Australian marketers cite LinkedIn as the social media
platform they use most often to distribute content.
Percentage of Australian Marketers
Who Use Various Social Media Platforms
to Distribute Content
LinkedIn
Facebook
Twitter
YouTube
Google+
47%
86%
79%
79%
74%
30%
29%
SlideShare 26%
Vimeo
20%
Flickr 15%
14% StumbleUpon
13% Vine
10% Tumblr
9% Foursquare
Instagram
Pinterest
0
20
40
Australian marketers use an average of five
social media platforms to distribute content.
Australian (86%) and North American (87%)
marketers use LinkedIn most often, whereas
UK marketers use Twitter (89%) most often.
60
80
100
Content Marketing in Australia 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
SponSored by
11
12. SOCIAL MEDIA EFFECTIVENESS
Australian marketers are unsure about the
effectiveness of social media.
Confidence Gap
Effectiveness Ratings of Social Media Platforms
Among Australian Marketers Who Use Them
Say It’s Effective*
52%
49%
49%
45%
43%
Say It’s Less Effective
LinkedIn
SlideShare
YouTube
Twitter
Facebook
26%
23%
23%
20%
Pinterest
48%
51%
51%
55%
57%
74%
Vimeo
77%
Instagram
77%
80%
Google+
100 90 80 70 60 50 40 30 20 10 10 20 30 40 50 60 70 80 90 100
*Percentage of respondents who rated these tactics as a 4 or 5
in terms of effectiveness (on a scale of 1 to 5, with 5 being “Very Effective”)
Content Marketing in Australia 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
12
Australian, North American, and UK
marketers say LinkedIn is the most effective
social media platform they use to distribute
content.
North American (50%) and UK (61%)
marketers rate Twitter as more effective than
Australian (45%) marketers do.
Australian marketers rate SlideShare (49%)
as more effective than North American (43%)
and UK (41%) marketers do.
*Percentage of respondents who rated these tactics as a 4 or 5 in terms of
effectiveness (on a scale of 1 to 5, with 5 being “Very Effective”)
SponSored by
13. ORGANIZATIONAL GOALS
Brand awareness is the top goal for content
marketing in Australia.
Organizational Goals for
Content Marketing in Australia
79%
Engagement
72%
Lead Generation
68%
Customer Acquisition
65%
Customer Retention/Loyalty 62%
Website Traffic
58%
Thought Leadership 54%
Sales
40%
Lead Management/Nurturing 37%
Brand Awareness
0
10 20 30
Australian, North American, and UK
marketers all cite brand awareness as their
top goal for content marketing.
40 50 60 70 80 90 100
Content Marketing in Australia 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
SponSored by
13
14. MEASUREMENT
Australian marketers cite Web traffic as their
top content marketing metric.
Metrics for Content Marketing
Success in Australia
58%
Social Media Sharing 51%
45%
SEO Ranking
Sales Lead Quality 44%
Sales Lead Quantity 43%
Direct Sales
40%
Time Spent on Website 40%
Website Traffic
Australian, North American, and UK marketers
all cite Web traffic as the metric they use most
often to measure content marketing success.
Qualitative Feedback from Customers 39%
Subscriber Growth 38%
Benchmark Lift of Company Awareness 33%
Inbound Links 32%
Increased Customer Loyalty 32%
Benchmark Lift of Product/Service Awareness 26%
19%
Cost Savings 6%
Cross-selling
0
10 20 30
40 50 60 70 80 90 100
Content Marketing in Australia 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
14
SponSored by
15. BUDGET
69% of Australian marketers plan to increase their
content marketing budget over the next 12 months.
Content Marketing Spending in Australia
(Over Next 12 Months)
3% 7%
Unsure
Decrease
22%
16%
More Australian marketers plan to increase
spend when compared with their North
American (58%) and UK (56%) peers.
Significantly
Increase
53%
Increase
Remain the
Same
Content Marketing in Australia 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
SponSored by
15
16. BUDGET
On average, Australian marketers allocate 27% of
their total budget to content marketing.
Percent of Total Marketing Budget Spent
on Content Marketing in Australia
5%
4%
6%
100%
75%-99%
50%-74%
25%-49%
10%-24%
5%-9%
1%-4%
4%
0%
Unsure
0
Australian marketers allocate slightly
less (27%) of their total marketing budget
to content marketing when compared with
North American (29%) and UK (31%)
marketers.
16%
21%
16%
14%
14%
10
20
30
40
Average Spent: 27%
Content Marketing in Australia 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
SponSored by
16
17. INSOURCING VS. OUTSOURCING
48% of Australian companies outsource content creation.
Insourcing vs. Outsourcing of
Content Creation in Australia
49%
Outsourced Only 3%
In-house Only
Both
0
10 20 30
Australian (48%) and UK (46%) marketers
outsource content creation slightly
more often than North American (44%)
marketers do.
48%
40 50 60 70 80 90 100
Content Marketing in Australia 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
SponSored by
17
18. INSOURCING VS. OUTSOURCING
Writing and design are the functions that Australian
marketers are most likely to outsource.
Functions that
Australian Marketers Outsource
64%
62%
Writing
Design
Content Distribution/Syndication 30%
Editing
28%
Writing and design are the top two content
marketing functions outsourced in Australia,
North America, and the UK.
Measurement/Analytics 21%
Content Planning & Strategy 13%
Client/Constituent Persona Creation
0
10 20 30
11%
40 50 60 70 80 90 100
Content Marketing in Australia 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
SponSored by
18
19. SEGMENTATION
95% of Australian marketers tailor their content
in at least one way.
How Australian Organizations
Tailor Content
57%
53%
Industry Trends
Profile of Individual Decision Makers
45%
45%
Company Characteristics
Stage in the Buying Cycle
Personalized Content Preferences
Competitors’ Content
None
0
These patterns are fairly similar to those in
North America and the UK.
28%
13%
4%
10
20
30
40
50
60
Content Marketing in Australia 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
SponSored by
19
20. CHALLENGES
Time and content production issues top the list of
challenges faced by Australian marketers.
Challenges that Australian
Content Marketers Face
66%
Producing Enough Content 44%
Producing a Variety of Content 41%
Lack of Time
Producing the Kind of Content that Engages
Lack of Budget
38%
41%
Inability to Measure Content Effectiveness 35%
24%
Lack of Integration Across Marketing 23%
Lack of Knowledge and Training 22%
Lack of Buy-in/Vision 15%
Lack of Integration Across HR 11%
Finding Trained Content Marketing Professionals 9%
Inability to Collect Information from SMEs
0
10 20 30
Australian marketers (44%) are less
challenged with producing enough content
when compared with their North American
(53%) and UK (46%) peers.
Australian marketers (41%) are less
challenged with producing engaging content
when compared with their North American
(47%) and UK (44%) peers.
Australian marketers (41%) are more
challenged with producing a variety of
content when compared with their
North American (38%) and UK (33%) peers.
40 50 60 70 80 90 100
Content Marketing in Australia 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
20
SponSored by
21. CHALLENGES
Lack of time and budget are the biggest content
marketing challenges for Australian marketers.
Biggest Content Marketing
Challenge for Australian Marketers
Lack of Time
Lack of Budget
16%
28%
Producing the Kind of Content that Engages
7%
Lack of Knowledge and Training 7%
Lack of Buy-In/Vision 5%
Producing Enough Content 5%
14%
Producing a Variety of Content
0
10
20
30
40
The biggest challenges for Australian,
North American, and UK marketers are
fairly similar; however, North American
marketers (11%) are more likely to cite
producing enough content as their
biggest challenge.
50
Content Marketing in Australia 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
SponSored by
21
22. Content Marketing in Australia: 2014 Benchmarks, Budgets, and Trends was produced by Content Marketing Institute in partnership with
The Association for data-driven marketing & advertising (ADMA) and sponsored by King Content.
The fourth annual Content Marketing Survey, from which the results of this report were generated, was mailed electronically to a sample of
marketers using lists from Content Marketing Institute, MarketingProfs, Brightcove, Blackbaud, King Content, The Association for data-driven
marketing & advertising (ADMA), the Direct Marketing Association UK (DMA), Industry Week, and New Equipment Digest. A total of 4,397 recipients
from around the globe—representing a full range of industries, functional areas, and company sizes—responded throughout July and August
2013.
Of those 4,397 respondents, 159 identified themselves as for-profit marketers in Australia (116 B2B and 43 B2C); 1,622 identified themselves as for-profit
marketers in North America (1,315 B2B and 307 B2C); and 198 identified themselves as for-profit marketers in the UK (155 B2B and 43 B2C).
Content Marketing in Australia: 2014 Benchmarks, Budgets, and Trends reports primarily on the findings from the 159 Australian respondents, and,
in some areas, provides comparisons against the responses that the North American and UK for-profit marketers provided.
Australian Industry
Classification
Size of Australian Company
(by Employees)
Australian
Job Title/Function
Marketing Administration/Support
Advertising/
Communications/
Marketing/PR
Other
25%
42%
Publishing/Media
8%
5%
Insurance
22
6% 6%
Consulting
8%
Internet/Online
Services
Large
(1,000+ Employees)
22%
Software Design/
Development/
Distribution
Micro
(Fewer than
10 Employees)
36%
Midsize
6%
6%
Consultant
7%
2%
Marketing/
Advertising/
Communications/
PR Management
36%
General Management
7%
(100-999
Employees)
19%
Other
Sales/Business
Management
Small
(10-99 Employees)
23%
Content Creation/
Management
8%
Corporate Management/Owner
28%
SponSored by
23. 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, the largest
content marketing-focused event, is held every September, 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. View all original CMI research at
www.contentmarketinginstitute.com/research.
For more insights on content
marketing, register for Content
Marketing World Sydney being held
31 March – 02 April, 2014.
About 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 more than 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.
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 including American
Express, NRMA, CBA, Optus, and AMP Capital on their content marketing strategies. King Content has offices in Sydney,
Melbourne, and Singapore.
SponSored by
23