AUSTRALIA,2018,CONTENT MARKETING IN,BENCHMARKS, BUDGETS,AND TRENDS,Welcome,Differences Between Australian Marketersby Organisations Commitment toContent Marketing,Usage & Team Organisation,Content Creation & Distribution,Methodology/Demographics,About,TABLE OF CONTENTS,3,4,5,10 Commitment & Overall Success,19,37,38,29 Goals & Metrics34 Budgets & Spending,16 Content Marketing Strategy & TechnologiesSPONSORED BY2,WELCOMEGreetingsMarketers,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 focusedon building an audience (85%) compared with last years survey results (69%). This finding was not unique to Australia; the ContentMarketing Institute team observed it among all groups of content marketers studied.Buildingasubscriberbaseisakeycontentmarketinggoal.However,whatyoudowiththatlistisequallyasimportant.Thequalityofcontentyoucreate(doesitspeaktoyouraudienceswantsandneeds?)howefficientlyyouproduceitwhetheritscrediblehow/when/whereyoudistributeitthesearejustahandfuloffactorsthatimpactoverallcontentmarketingsuccess.Andletusnotforgettheimportanceofadocumentedstrategyandastrongcommitmenttotheapproach(seepage4foraglimpseatcommitmentsinfluence).We wish you success with using content marketing to provide meaningful, long-term value for your audience and business results foryour organisation. If you need educational resources, please let us know.Yoursincontent,LisaMurton BeetsResearchDirectorContentMarketingInstitute,Specialthanksto:CMIteammembersJoePulizzi,founder;StephanieStahl,generalmanager;RobertRose,chiefstrategyadvisor;KimMoutsos,vicepresidentofcontent;MicheleLinn,editorialstrategyadvisor;NancyReese,researchconsultant;JosephKalinowski,creativedirector;andAnnHandley,chiefcontentofficer,MarketingProfs.Thanksalsotoourreportsponsor,LinkedInMarketingSolutions.SPONSORED BY3,JodieSangsterChiefExecutiveOfficerTheAssociationforData-drivenMarketingandAdvertising,MostCommitted,AllRespondents,SomewhatCommitted,OrganisationsoverallcontentmarketingapproachisextremelyorverysuccessfulOrganisationscontentmarketingissophisticated/matureHasadocumentedcontentmarketingstrategyPercentageoftotalmarketingbudgetspentoncontentmarketing(average)Rates project management flow during content-creation process as excellent/very goodAgreesthatorganisationvaluescreativityandcraftincontentcreationandproductionAgreesthatorganisationhasrealisticexpectationsaboutwhatcontentmarketingcanachieveAgrees that leadership team gives ample time to produce content marketing resultsAlways/frequentlydeliverscontentconsistentlyAlways/frequentlycraftscontentbasedon specificpointsofthebuyersjourney,43%43%68%30%52%88%84%80%77%55%,22%28%43%23%31%66%54%55%48%37%,6%18%27%19%14%54%35%43%31%29%,COMPARISON CHARTDifferences Between Australian MarketersbyOrganisations Commitment*to Content Marketing,*Charttermdefinitions:The“mostcommitted”respondentsarethosewhodescribetheirorganisationscommitmentleveltocontentmarketingasextremelyorverycommitted.The“somewhatcommitted”describeitassomewhatcommitted.Base:Australiancontentmarketers.2018ContentMarketingTrendsAustralia:ContentMarketingInstitute/ADMASPONSORED BY4,AUSTRALIANCONTENTMARKETING,USAGE&TEAM,ATRALIANCONTENTMARKETING,ORGANISATION,The larger the organisation, the more likely it is to have both a centralisedcontent marketing group as well as individual teams throughout theorganisation.,A higher percentage of respondents than last year reported theirorganisation is in the adolescent phase of content marketing (38% vs.28%); fewer reported being in the young/first steps phase (32% vs. 38%)or the sophisticated/mature phase (28% vs. 35%).,Approximately three out of five respondents (59%) outsource at least onecontent marketing activity; conversely, 41% do not outsource any contentmarketing activities.,2018ContentMarketingTrendsAustralia:ContentMarketingInstitute/ADMASPONSORED BY6,Contentmarketingisdefinedas“astrategicmarketingapproachfocusedoncreatinganddistributingvaluable,relevant,andconsistentcontenttoattractandretainaclearlydefinedaudienceand,ultimately,todriveprofitablecustomeraction.”Base:AllAustralianrespondents.,Yes,No,USAGE & TEAM ORGANISATIONDoes your organisation use content marketing?PercentageofAustralianRespondentsWhoUseContentMarketing,85%,15%,SPONSORED BY7,2018ContentMarketingTrendsAustralia:ContentMarketingInstitute/ADMA,USAGE & TEAM ORGANISATIONHow would you describe your organisationscontent marketing maturity level?HowAustralianMarketersAssessTheirOrganisationsContentMarketingMaturityLevel,Providingaccurate,SOPHISTICATED3%measurementtothebusiness,scalingacrosstheorganisation,Findingsuccess,MATURE25%yetchallengedwithintegrationacrosstheorganisation,Havedeveloped,ADOLESCENT38%abusinesscase,seeingearlysuccess,becomingmoresophisticatedwithmeasurementandscaling,Growingpains,YOUNG28%challengedwithcreatingacohesivestrategyandameasurementplan,some,FIRST STEPSDoing 4% aspectsofcontent,buthavenotyetbeguntomakecontentmarketingaprocess,Base: Australiancontentmarketers;aidedlist.,SPONSORED BY8,USAGE & TEAM ORGANISATIONHow is content marketing structuredwithin your organisation?AustralianContentMarketingOrganisationalStructure,Centralisedcontentmarketinggroupthatworkswithmultiplebrands/productlinesthroughouttheorganisationEachbrand(productline/property)hasitsowncontentmarketingteamBoth:AcentralisedgroupaswellasindividualteamsthroughouttheorganisationSmall(orone-person)marketing/contentmarketingteamservestheentireorganisationOther2018ContentMarketingTrendsAustralia:ContentMarketingInstitute/ADMA,7%3%,26%22%42%Base: Australiancontentmarketers;aidedlist.,2018ContentMarketingTrendsAustralia:ContentMarketingInstitute/ADMASPONSORED BY9,USAGE & TEAM ORGANISATIONWhat content marketing activities does yourorganisation outsource?ContentMarketingActivitiesAustralianMarketersOutsource,55%,28%,17%,12%,0%,ContentCreation(e.g.,writers,designers,videoproduction)ContentPromotion/DistributionContentMarketingMeasurement,ContentMarketingStrategyOtherDonotoutsourceanycontentmarketingactivities,41%,Note:Approximatelythreeoutoffive(59%)respondentsoutsourceatleastoneofthecontentmarketingactivitieslisted.Base:Australiancontentmarketers.Aidedlist;multipleresponsespermitted.,COMMITMENT &,10,OVERALL SUCCESS,AUSTRALIANCONTENTMARKETING,43% of respondents described their organisations commitment levelto content marketing as extremely or very committed; 48% describedit as somewhat committed; and 9% described it as not very or not at allcommitted.,Nearly 60% of respondents characterised their organisations overall contentmarketing approach as moderately successful.,66% of respondents reported that their organisations overall contentmarketing success increased (much more/somewhat more) compared withone year ago.,1%,SPONSORED BY11,Base:Australiancontentmarketers;aidedlist.,COMMITMENT & OVERALL SUCCESSHow would you describe your organisationscommitment level to content marketing?AustralianOrganisationsCommitmenttoContentMarketingVery Committed,34%48%SomewhatCommitted,ExtremelyCommittedNot At AllCommittedNot VeryCommitted2018ContentMarketingTrendsAustralia:ContentMarketingInstitute/ADMA,9%8%,4%,3%,SPONSORED BY12,Note:Thesurveydefinedsuccessasachievingyourorganisationsdesired/targetedresults.Base:Australiancontentmarketers;aidedlist.,57%,18%19%,COMMITMENT & OVERALL SUCCESSHow would you characterise the successof your organisations current overallcontent marketing approach?HowAustralianMarketersRatetheSuccessofTheirOrganisationsOverallContentMarketingApproachVerySuccessful,ModeratelySuccessful,MinimallySuccessful2018ContentMarketingTrendsAustralia:ContentMarketingInstitute/ADMA,ExtremelySuccessfulNot At AllSuccessful,SPONSORED BY13,2018ContentMarketingTrendsAustralia:ContentMarketingInstitute/ADMA,COMMITMENT & OVERALL SUCCESSHow does the success of your organisationscurrent overall content marketing approachcompare with one year ago?HowAustralianMarketersRateTheirOrganisationsContentMarketingApproachComparedWithOneYearAgo48%23%18%,4%,2%,6%,MuchMoreSuccessful,SomewhatMoreSuccessful,AbouttheSameasOneYearAgo,SomewhatLessSuccessful,MuchLessSuccessful,DoesNotApply(programislessthanoneyearold),Base:Australiancontentmarketers;aidedlist.,75%,72%,2018ContentMarketingTrendsAustralia:ContentMarketingInstitute/ADMASPONSORED BY14,COMMITMENT & OVERALL SUCCESSTo what factors do you attribute your organisationsincrease in overall success with content marketing?,Otherfactorscited:ContentMeasurement(growinginabilitytoshowresults)(37%);SpendingMoreTimeonContentMarketing(36%);MoreBudgetforContentMarketing(24%);ContentMarketingTechnologies/Tools(24%);WeHaveGivenOurEffortsTimetoBearFruitandAreNowGettingResults(22%);ContentMarketingTraining/Education(16%);AssistanceofOutsideExpertise(16%);ChangesinOurTargetAudience(s)(4%);andOther(1%).,Base:Australiancontentmarketerswhosaidtheirorganisationsoverallcontentmarketingapproachismuchmoreorsomewhatmoresuccessfulcomparedwithoneyearago.Note:DuetothelownumberofAustralianrespondentswhosaidtheirorganisationscontentmarketingsuccesshaddecreasedcomparedwithoneyearago,thisreportdoesnotincludeachartshowingfactorscontributingtodecreasedsuccess.,FactorsContributingtoAustralianMarketersIncreasedSuccessOvertheLastYearContent Creation (higherquality, more e cient)Strategy (developmentor adjustment),Content Marketing HasBecome a Greater PriorityContent Distribution (bettertargeting, identi cationof what works)Management/HR (organisationalchanges, sta ng, new contentmarketing roles),55%54%48%,SPONSORED BY15,OPINIONS ABOUT CONTENT MARKETINGIndicate your level of agreement with the following statementsconcerning content marketing in your organisation.AustralianMarketersOpinionsAboutContentMarketing,9% 6%,66%61%55%,54%47%,12%25%26%24%33%,22%14%19%22%20%,17%,23%,Our organisation is focused on building audiences(building one or more subscriber bases),Our organisation values creativity and craftin content creation and productionWe are discontinuing speci c content marketingactivities that weve found to be ine ective, so wecan concentrate on those that yield the best resultsOur leadership team gives us ampletime to produce content marketing resultsOur organisation has realistic expectationsabout what content marketing can achieveOver the last year, it has become increasinglydi cult to capture our audiences attention,We are creating less content than one year ago,but that content is driving greater results2018ContentMarketingTrendsAustralia:ContentMarketingInstitute/ADMA, Agree, Neither Agree Nor Disagree85%, Disagree,60%Base:Australiancontentmarketers;aidedlist.,CONTENT MARKETING,16,AUSTRALIANCONTENTMARKETING,The percentage of respondents that said theirorganisation has a documented content marketingstrategy is nearly the same as last year (43% vs. 44%).,Respondents reported their organisations use an average of,four digital technologies specifically for managing content marketingefforts.,The two types of technology with the highest reported use are analyticstools (88%) and email marketing-focused technology (78%).,STRATEGY & TECHNOLOGIES,14%,38%,5%,SPONSORED BY17,38%,No, but plan to haveone within 12 monthsNo, with no plansto have one within12 months2018ContentMarketingTrendsAustralia:ContentMarketingInstitute/ADMA,CONTENT MARKETING STRATEGY & TECHNOLOGIESDoes your organisation have acontent marketing strategy?PercentageofAustralianMarketersWhoHaveaContentMarketingStrategyYes, and it isdocumented43%,Yes, but it is notdocumentedBase:Australiancontentmarketers;aidedlist.,SPONSORED BY18,2018ContentMarketingTrendsAustralia:ContentMarketingInstitute/ADMA,Base:Australiancontentmarketers.Aidedlist;multipleresponsespermitted.,Othertechnologiesused:VideoTools/Platforms(24%);Webinar/OnlinePresentationPlatforms(22%);ContentPromotion/,TechnologiesAustralianMarketersUsetoManageContentMarketingEorts(Top4),88%,78%,68%,49%,AnalyticsToolsEmail MarketingTechnology (email-focused)Content Management SystemMarketingAutomationSoftware(automation-focused),DistributionSoftware(19%);ContentCollaboration/WorkflowSoftware(17%);ContentPlanning/CreationSoftware(12%);DigitalAssetManagement(DAM)System/FileStorage(11%);ContentOptimisationSoftware(6%);andOther(4%).AVERAGENUMBERUSED:MostCommitted.4.7AllRespondents.4.0SomewhatCommitted.3.5,CONTENT MARKETING STRATEGY & TECHNOLOGIESWhich type(s) of digital technologies does your organisationuse specifically for managing its content marketing efforts?,CONTENTCREATION,19,&DISTRIBUTION,AUSTRALIANCONTENTMARKETING,When asked how well content-creation projects flow withintheir organisations, 31% of respondents rated the flow as,excellent or very good; 35% rated it as good; and 34% rated it as fair or poor.,Among the content types, distribution formats, and social media platformsthat respondents use, they rated social media posts, email, and LinkedIn asmost effective in helping their organisations achieve specific objectives.,48% of respondents use monthly enewsletters for content marketing purposes.,SPONSORED BY20,2018ContentMarketingTrendsAustralia:ContentMarketingInstitute/ADMA,Base:Australiancontentmarketers;aidedlist.,CONTENT CREATION & DISTRIBUTIONHow often do you take thefollowing conceptsintoaccountwhile creating content foryourorganisation?HowOftenAustralianMarketersConsiderVariousConceptsWhileCreatingContent,84%69%67%,66%64%58%48%,37%,38%,25%,19%27%28%35%,15%9%14%17%,22%25%,11%,5%9%8%,Ensure that our content isfact-based and/or credibleConsider how our content impacts the overallexperience a person has with our organisationPrioritise delivering content qualityover content quantity,