Australian Marketers Not Afraid to Experiment With Content Marketing

— Content Marketing Institute Releases New Research on State of Content Marketing in Australia

CLEVELAND, Dec. 16, 2014 /PRNewswire/ — Australian marketers are focused on better understanding their audience and are willing to try different content marketing tactics to engage with them. That is just one of the many insights in one of the most highly anticipated research reports in Australia, Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends, produced by Content Marketing Institute and the Association for Data-driven Marketing and Advertising (ADMA) and sponsored by Brightcove.

New 2015 content marketing research from Content Marketing Institute reveals state of content marketing in Australia.

New 2015 content marketing research from Content Marketing Institute reveals state of content marketing in Australia.

This is the third year for the survey studying content marketing in Australia. It is based on responses from 251 for-profit marketers from both business-to-business (B2B) and business-to-consumer (B2C) organizations. This year, the research shows that a high percentage are focused on audience-centered initiatives, such as developing a better understanding of what content is effective, creating more engaging content, and gaining a better understanding of their audience.

"It’s encouraging to see Australian marketers are focused on their audiences so they can provide valuable, relevant content that speaks to them," says Joe Pulizzi, founder of Content Marketing Institute and author of Epic Content Marketing. "They’re experimenting with how they use specific tactics to reach those audiences. In particular, we saw a decrease in blog usage this year, and increases with infographics, in-person events, and microsites."

"Australian marketers clearly understand the value of content marketing and 73% of those who have a documented content marketing strategy are planning to increase their investment in this area during the next 12 months," says Jodie Sangster, chief executive officer, ADMA. "It’s encouraging to see content marketing is now being used more for engagement rather than brand awareness. However, greater steps will need to be taken by marketers to both truly understand the role of content within a marketing strategy and to measure results."

There are many more eye-opening findings in the full report.
Our SlideShare presentation is available for download.
Graphics, charts, pictures, quotes and more, are available in Dropbox.

About Content Marketing Institute (CMI)

Content Marketing Institute is the leading global content marketing education and training organization. CMI teaches enterprise brands how to attract and retain customers through compelling, multi-channel storytelling. CMI’s Content Marketing World event, the largest content marketing-focused event, is held every September in Cleveland, Ohio, USA. CMI also produces Intelligent Content Conference, Content Marketing Sydney and Content Marketing Singapore. CMI also publishes the bi-monthly 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, 2013 and 2014 Inc. 500 company.

About the Association for Data-driven Marketing and Advertising

The Association for Data-driven Marketing and Advertising (ADMA) is the principal industry body for information-based marketing and advertising and is the largest marketing and advertising body in Australia with more than 600 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.

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