Content Marketing in Australia: 2014 Benchmarks, Budgets & Trends

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Content Marketing Institute (CMI) and The Association for data-driven marketing & advertising (ADMA) has just released the results of their second annual study on content marketing practices in Australia. This report provides insight into how Australian online marketers — both business-to-business (B2B) and business-to-consumer (B2C) — are using content marketing. It also includes comparisons of Australian marketers and their North American and UK peers, so marketers can see the similarities and differences between them.

Here are some main points:

  • Australian marketers (52%) are more likely than North American (43%) and UK (42%) marketers to have a documented content strategy
  • 69% are planning to increase their content marketing budget over the next 12 months, compared with 58% of their North American and 56% of their UK peers
  • 81% are producing more content than they did one year ago, compared with 72% of their North American and 76% of their UK peers

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, people hope to see that confidence rise over the coming year.

Here is the complete report: