CMI and ADMA release sixth annual Content Marketing in Australia:  Benchmarks, Budgets, and Trends report 

16 Nov 2017

SYDNEY – NOVEMBER 2017 - The Content Marketing Institute (CMI) released the sixth edition of the Content Marketing in Australia: 2017 Benchmarks, Budgets and Trends research report in partnership with the Association for Data-driven Marketing and Advertising (ADMA). 

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%).

“It’s exciting to see that Australian marketers, including those who are just starting out with content marketing, understand the importance of using content to build relationships,” says Jodie Sangster, CEO, ADMA. “There are no ‘quick fixes’ with content marketing. Marketers who commit to the approach, document their strategy, and create ongoing value for their audience will see long-term results.”

The report, sponsored by LinkedIn Marketing Solutions, strongly outlined that most organisations see the benefits of content marketing, and that the successes they have achieved in content marketing have increased over the past year.

The key insights derived from the report are:

  • Most organisations see benefits of content marketing: 85% of respondents stated their organisation uses content marketing while only a small percentage of respondents stated that their organisation was not committed to content marketing. In addition to this, majority of respondents outlined that their content marketing efforts were indeed successful and 48% stated that their success had increased during the past year.
  • Lack of resources and time are still an issue for content marketing: Only 55% of organisations agreed that upper management gives them ample time to produce content marketing results.
  • Content used for building audiences and long-term relationships: 85% of respondents agree that their organisation is focused on content marketing as a way of building an audience with the goal of creating one or more subscriber bases.
  • Creating original content is the key to success: 75% of organizations stated that higher- quality content was the biggest factor that contributed to the increase in the overall success with content marketing. Furthermore, 88% of respondents started that their organization values creativity and craft in content creation and production.

The sixth 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, ADMA, MarketingProfs, WTWH Media, and Technology for Marketing (TFM).

A total of 2,190 recipients from around the globe—representing a full range of industries, functional areas, and company sizes—responded to the survey during June and July 2017. This report presents the findings from the 120 respondents who indicated their organisation is for-profit in Australia.

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