Friday recap: Highlights from the 2017 CMI Australian content marketing research report

The report looks at benchmarks, budgets and trends across the content marketing industry. 35% of Australian marketers say their organisation is in the ‘mature’ or ‘sophisticated’ phase, with 28% sitting in the ‘adolescent’ stage. 38% identify their organisation as being in the ‘young’ or ‘first steps’ phase. Looking at the data for content marketing success, however, there are some clear differences in responses from each phase. Only 3% of organisations in the young/first steps phase state their overall content marketing approach is extremely or very successful, compared to 25% of all Australian marketers and 56% of organisations in the mature/sophisticated stage. The research clearly indicates that the more experienced and mature an organisation becomes in content marketing, the more success they find. Here are some of the other interesting statistics pulled from the report. In regards to the factors that are attributed to this success, 71% of marketers say it is content creation, 62% say it is due to the strategy in place and 59% believe it is due to the time they spend on their content marketing. Comparatively, 63% say their organisation’s reason for stagnancy in success is because not enough time has been devoted to content marketing, whereas 53% state it’s because content marketing is not prioritised highly enough. 77% agree that their organisation is focused more on building long-term relationships with their audience than on getting quick results from content marketing.

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According to data collected by the Content Marketing Institute (CMI), success in content marketing increases with experience.
Research performed by CMI has been compiled into their fifth annual report on the state of content marketing in Australia, released earlier this week. Participants involved in the study are Australian marketers, both B2B and B2C, across a range of different industries and company sizes.
The report looks at benchmarks, budgets and trends across the content marketing industry. Specifically, it compares the difference between organisations at varying stages of their content marketing maturity/sophistication.
By grouping the 5 maturity phases into three categories that roughly represent beginning, intermediate and advanced, the percentages show a relatively even spread of Australian organisations in terms of their content marketing experience.
35% of Australian marketers say their organisation is in the ‘mature’ or ‘sophisticated’ phase, with 28% sitting in the ‘adolescent’ stage. 38% identify their organisation as being in the ‘young’ or ‘first steps’ phase. The parameters for assessing an organisation content marketing maturity are outlined in this chart.


australian-research-content-marketing-maturity

Looking at the data for content marketing success, however, there are some clear differences in responses from each phase.
Only 3% of organisations in the young/first steps phase state their overall content marketing approach is extremely or very successful, compared to 25% of all Australian marketers and 56% of organisations in the mature/sophisticated stage.
The research clearly indicates that the more experienced and mature an organisation becomes in content marketing, the more success they find.
Here are some of the other interesting statistics pulled from the report.

Usage


82% of Australian marketers use content marketing. Of the 18% remaining that don’t currently have any content marketing efforts underway, over half say they plan to launch content marketing within the next 12 months.

Commitment and Success

 
59%...

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