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SPONSORED BYCONTENT MARKETING INAUSTRALIA2018BENCHMARKS, BUDGETS, AND TRENDSWelcomeDifferences Between Australian Marketers by Organisations Commitment to Content MarketingUsage & Team OrganisationCommitment & Overall SuccessContent Marketing Strategy & TechnologiesContent Creation & DistributionGoals & MetricsBudgets & SpendingMethodology/DemographicsAboutTABLE OF CONTENTS345101619343738292SPONSORED BYWELCOME3SPONSORED BYGreetings Marketers,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 focused on building an audience (85%) compared with last years survey results (69%). This finding was not unique to Australia; the Content Marketing Institute team observed it among all groups of content marketers studied.Building a subscriber base is a key content marketing goal. However, what you do with that list is equally as important. The quality of content you create (does it speak to your audiences wants and needs?) how efficiently you produce it whether its credible how/when/where you distribute it these are just a handful of factors that impact overall content marketing success. And let us not forget the importance of a documented strategy and a strong commitment to the approach (see page 4 for a glimpse at commitments influence).We wish you success with using content marketing to provide meaningful, long-term value for your audience and business results for your organisation. If you need educational resources, please let us know.Yours in content,LisaMurton Beets Research Director Content Marketing InstituteSpecial thanks to: CMI team members Joe Pulizzi, founder; Stephanie Stahl, general manager; Robert Rose, chief strategy advisor; Kim Moutsos, vice president of content; Michele Linn, editorial strategy advisor; Nancy Reese, research consultant; Joseph Kalinowski, creative director; and Ann Handley, chief content officer, MarketingProfs. Thanks also to our report sponsor, LinkedIn Marketing Solutions.JodieSangster Chief Executive OfficerThe Association for Data-driven Marketing and AdvertisingSPONSORED BY4COMPARISON CHARTMostCommittedAllRespondentsSomewhat CommittedOrganisations overall content marketing approach is extremely or very successful 43% 22% 6%Organisations content marketing is sophisticated/mature 43% 28% 18%Has a documented content marketing strategy 68% 43% 27%Percentage of total marketing budget spent on content marketing (average) 30% 23% 19%Rates project management flow during content-creation process as excellent/very good 52% 31% 14%Agrees that organisation values creativity and craft in content creation and production88% 66% 54%Agrees that organisation has realistic expectations about what content marketing can achieve84% 54% 35%Agrees that leadership team gives ample time to produce content marketing results 80% 55% 43%Always/frequently delivers content consistently 77% 48% 31%Always/frequently crafts content based on specific points of the buyers journey 55% 37% 29%Differences Between Australian Marketers by Organisations Commitment* to Content Marketing2018 Content Marketing TrendsAustralia: Content Marketing Institute/ADMA*Chart term definitions: The “most committed” respondents are those who describe their organisations commitment level to content marketing as extremely or very committed. The “somewhat committed” describe it as somewhat committed.Base: Australian content marketers.5ATRALIAN CONTENT MARKETINGSPONSORED BYUSAGE & TEAM ORGANISATIONThe larger the organisation, the more likely it is to have both a centralised content marketing group as well as individual teams throughout the organisation.A higher percentage of respondents than last year reported their organisation 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 one content marketing activity; conversely, 41% do not outsource any content marketing activities.AUSTRALIAN CONTENT MARKETINGSPONSORED BY6USAGE & TEAM ORGANISATION2018 Content Marketing TrendsAustralia: Content Marketing Institute/ADMADoes your organisation use content marketing?Content marketing is defined as “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audienceand, ultimately, to drive profitable customer action.” Base: All Australian respondents.YesNoPercentage of Australian RespondentsWho Use Content Marketing85%15%SPONSORED BY7USAGE & TEAM ORGANISATION2018 Content Marketing TrendsAustralia: Content Marketing Institute/ADMAHow would you describe your organisations content marketing maturity level?How Australian Marketers Assess Their Organisations Content Marketing Maturity LevelSOPHISTICATED MATURE ADOLESCENT YOUNG FIRST STEPS3% 25% 38% 28% 4%Providing accurate measurement to the business, scaling across the organisationFinding success, yet challenged with integration across the organisationHave developed a business case, seeing early success, becoming more sophisticated with measurement and scalingGrowing pains, challenged with creating a cohesive strategy and a measurement planDoing some aspects of content, but have not yet begun to make content marketing a processBase: Australian content marketers; aided list.SPONSORED BY8USAGE & TEAM ORGANISATION2018 Content Marketing TrendsAustralia: Content Marketing Institute/ADMAHow is content marketing structured within your organisation?Australian Content Marketing Organisational StructureCentralised content marketing group that works with multiple brands/product lines throughout the organisationEach brand (product line/property) has its own content marketing teamBoth: A centralised group as well as individual teams throughout the organisationSmall (or one-person) marketing/content marketing teamserves the entire organisationOther26%7%22%42%3%Base: Australian content marketers; aided list.SPONSORED BY9USAGE & TEAM ORGANISATION2018 Content Marketing TrendsAustralia: Content Marketing Institute/ADMAWhat content marketing activities does your organisation outsource?Content Marketing Activities Australian Marketers Outsource55%28%17%12%0%Content Creation(e.g., writers, designers,video production)Do not outsource anycontent marketing activitiesContent Promotion/DistributionContent Marketing MeasurementContent Marketing StrategyOther41%Note: Approximately three out of five (59%) respondents outsource at least one of the content marketing activities listed.Base: Australian content marketers. Aided list; multiple responses permitted.10SPONSORED BYCOMMITMENT &OVERALL SUCCESSAUSTRALIAN CONTENT MARKETING43% of respondents described their organisations commitment level to content marketing as extremely or very committed; 48% described it as somewhat committed; and 9% described it as not very or not at all committed.Nearly 60% of respondents characterised their organisations overall content marketing approach as moderately successful.66% of respondents reported that their organisations overall content marketing success increased (much more/somewhat more) compared with one year ago.SPONSORED BY11COMMITMENT & OVERALL SUCCESS2018 Content Marketing TrendsAustralia: Content Marketing Institute/ADMAHow would you describe your organisations commitment level to content marketing?Base: Australian content marketers; aided list.48%1%34%9%Australian Organisations Commitment to Content MarketingExtremelyCommittedVery CommittedSomewhat CommittedNot Very CommittedNot At All Committed8%SPONSORED BY122018 Content Marketing TrendsAustralia: Content Marketing Institute/ADMACOMMITMENT & OVERALL SUCCESSHow would you characterise the success of your organisations current overall content marketing approach?Base: Australian content marketers; aided list.Note: The survey defined success as achieving your organisations desired/targeted results.57%19%3%18%4%How Australian Marketers Rate the Success of TheirOrganisations Overall Content Marketing ApproachExtremelySuccessfulVery SuccessfulModeratelySuccessfulMinimallySuccessfulNot At All SuccessfulSPONSORED BY132018 Content Marketing TrendsAustralia: Content Marketing Institute/ADMACOMMITMENT & OVERALL SUCCESSHow does the success of your organisations current overall content marketing approach compare with one year ago?How Australian Marketers Rate Their Organisations Content Marketing Approach Compared With One Year Ago18%48%23%4%2%6%Much More SuccessfulSomewhatMore SuccessfulAbout the Same asOne Year AgoSomewhatLessSuccessfulMuch LessSuccessfulDoes Not Apply(program is less thanone year old)Base: Australian content marketers; aided list.SPONSORED BY142018 Content Marketing TrendsAustralia: Content Marketing Institute/ADMACOMMITMENT & OVERALL SUCCESSTo what factors do you attribute your organisations increase in overall success with content marketing?Other factors cited: Content Measurement (growing in ability to show results) (37%); Spending More Time on Content Marketing (36%); More Budget for Content Marketing (24%); Content Marketing Technologies/Tools (24%); We Have Given Our Efforts Time to Bear Fruit and Are Now Getting Results (22%); Content Marketing Training/Education (16%); Assistance of Outside Expertise (16%); Changes in Our Target Audience(s) (4%); and Other (1%).Base: Australian content marketers who said their organisations overall content marketing approach is much more or somewhat more successful compared with one year ago.Note: Due to the low number of Australian respondents who said their organisations content marketing success had decreased compared with one year ago, this report does not include a chart showing factors contributing to decreased success.Factors Contributing to Australian Marketers Increased Success Over the Last Year75%72%55%48%Content Creation (higherquality, more ef_f_icient)Strategy (developmentor adjustment)Content Marketing HasBecome a Greater PriorityContent Distribution (bettertargeting, identif_icationof what works)Management/HR (organisationalchanges, staf_f_ing, new contentmarketing roles)54%SPONSORED BY15OPINIONS ABOUT CONTENT MARKETING2018 Content Marketing TrendsAustralia: Content Marketing Institute/ADMAIndicate your level of agreement with the following statements concerning content marketing in your organisation.Base: Content marketers; aided list.Australian Marketers Opinions About Content Marketing85% 9% 6%66% 12% 22%61% 25% 14%55% 26% 19%54% 24% 22%47% 33% 20%17% 23% 60%Our organisation is focused on building audiences(building one or more subscriber bases)We are discontinuing specif_ic content marketingactivities that weve found to be inef_fective, so wecan concentrate on those that yield the best resultsOur organisation values creativity and craftin content creation and productionOver the last year, it has become increasinglydif_f_icult to capture our audiences attentionOur organisation has realistic expectationsabout what content marketing can achieveOur leadership team gives us ampletime to produce content marketing resultsWe are creating less content than one year ago,but that content is driving greater results Agree Neither Agree Nor Disagree Disagree Base: Australian content marketers; aided list.16SPONSORED BYAUSTRALIAN CONTENT MARKETINGThe 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 marketing efforts.The two types of technology with the highest reported use are analytics tools (88%) and email marketing-focused technology (78%).CONTENT MARKETING STRATEGY & TECHNOLOGIESSPONSORED BY17CONTENT MARKETING STRATEGY & TECHNOLOGIES2018 Content Marketing TrendsAustralia: Content Marketing Institute/ADMADoes your organisation have a content marketing strategy?38%14%43%5%Percentage of Australian Marketers Who Have a Content Marketing StrategyYes, and it is documentedNo, with no plans to have one within 12 monthsYes, but it is not documentedNo, but plan to have one within 12 months43%38%Base: Australian content marketers; aided list.18SPONSORED BY2018 Content Marketing TrendsAustralia: Content Marketing Institute/ADMAWhich type(s) of digital technologies does your organisation use specifically for managing its content marketing efforts?Base: Australian content marketers. Aided list; multiple responses permitted.Other technologies used: Video Tools/Platforms (24%); Webinar/Online Presentation Platforms (22%); Content Promotion/Distribution Software (19%); Content Collaboration/Workflow Software (17%); Content Planning/Creation Software (12%); Digital Asset Management (DAM) System/File Storage (11%); Content Optimisation Software (6%); and Other (4%).Technologies Australian Marketers Use toManage Content Marketing Eorts(Top 4)88%Content Management System Email Marketing Technology (email-focused)Analytics Tools78%68%49%Marketing Automation Software (automation-focused)AVERAGE NUMBER USED:Most Committed . 4.7 All Respondents . 4.0Somewhat Committed . 3.5CONTENT MARKETING STRATEGY & TECHNOLOGIES19CONTENT CREATION & DISTRIBUTIONAUSTRALIAN CONTENT MARKETINGWhen asked how well content-creation projects flow within their 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 platforms that respondents use, they rated social media posts, email, and LinkedIn as most effective in helping their organisations achieve specific objectives.48% of respondents use monthly enewsletters for content marketing purposes.SPONSORED BY20SPONSORED BYCONTENT CREATION & DISTRIBUTION2018 Content Marketing TrendsAustralia: Content Marketing Institute/ADMAHow often do you take the following concepts into account while creating content for your organisation?Base: Australian content marketers; aided list.How Often Australian Marketers ConsiderVarious Concepts While Creating Content84%69%67%66%64%58%48%37% 38% 25%35% 17%28% 14%27% 9%19% 15%22%25% 8%9%11% 5%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 quantityFocus on creating content for ouraudience versus our brandDif_ferentiate our content fromour competitions contentPrioritise providing the right content tothe right person at the right timeDeliver content consistently(e.g., on a de
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