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Content Marketing in Australia Booming as Digital Marketing Investment Climbs

Ryan Northover // 23rd January 2014
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“Content marketing has clearly taken hold in Australia, with 52 per cent of respondents saying they have a documented content marketing strategy, which is around 10 per cent higher than in North America and the UK.”

That’s the view of the “Godfather of Content Marketing”, Content Marketing Institutes Joe Pulizzi, on the state of content marketing in Australia.

CMI’s annual content marketing report for Australia – released in the lead up to Content Marketing World Sydney – comes as content marketing in Australia explodes.

The report was sponsored by Content Marketing agency King Content with the work of the Australian Association of Data Driven Marketing and Advertising.

“The report showed that Australian brands have leaped into content marketing with great enthusiasm, running ahead of brands overseas, however Aussie brands were still finding their feet when it came to settling the right mix of content marketing that delivered on sales and marketing goals.

The Content Marketing in Australia report, “2014 Benchmarks, Budgets, and Trends,” found that 81% of Australian marketing professionals were engaged in creating more content on the previous year and 69% of Australian brands were planning to increase their spending on content marketing in the next 12-months 16% of those surveyed said they would “significantly increase” spending on content marketing activities in 2014.

“The Content Marketing in Australia report is in-line with overall marketing attitudes toward digital marketing investment in Australia (at least with larger businesses) with CMO Magazine reporting recently 44% of senior corporate leaders were supportive of digital marketing activity, up from 29% in 2012.

“Australia has long been leading the market not just in business advancement, but also in terms of digital and mobile adoption,” CMO Council vice-president of marketing programs and operations, Liz Miller, told CMO Magazine.

“On a marketing level, Australia has a corporate culture that values and positions marketing as a strategic role within business, not just as a functional part of the organisation.”

“Australians also have a broad marketing toolkit and high degree of sophistication in terms of media modelling.”

However, there was some concern around small business marketing trends, with the 2013 Optimising Small Business Online Marketing Report finding small business in Australia was falling behind in digital marketing know how.

“This is a wake up call to all of you Australian small businesses because you’re actually being left behind when it comes to reaching customers through online marketing,”

jo bioRyan Northover, www.ryannorthover.com
Ryan Northover is a Social Media Brand Strategist & Advertising Entrepreneur. He has created strategies and executed Social Media solutions for organizations in industries as diverse as Media, Finance, Mining & Resources, Consumer Products, Real Estate, Politics and the Not-For-Profit Sector.
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