2018澳大利亚内容营销报告（英文版）_36页_3mb

2018 Content Marketing in Australia: Benchmarks, Budgets, and Trends Summary

Core Content Marketing Overview

The 2018 Content Marketing in Australia: Benchmarks, Budgets, and Trends report highlights the evolving landscape of content marketing in the region. It outlines key trends, budgets, and strategies adopted by Australian content marketers.

Key Findings

Audience Focus

• A significant increase in the percentage of Australian content marketers who focus on audience building (85%) compared to 69% in 2017.
• Building a subscriber base is a key goal, but the quality, efficiency, credibility, and distribution of content are equally critical for success.

Organisational Commitment

• 43% of respondents described their organisation's commitment to content marketing as extremely or very committed.
• 48% described it as somewhat committed, and 9% as not very or not at all committed.
• The report emphasizes the importance of a documented strategy and leadership support for long-term success.

Content Marketing Maturity

• 38% of organisations are in the adolescent phase, showing early success and developing measurement and scaling capabilities.
• 25% are in the mature phase, experiencing success but facing integration challenges.
• 4% are in the first steps phase, still experimenting and developing a cohesive strategy.
• 3% are in the sophisticated/mature phase, with advanced measurement and scaling capabilities.

Budget Allocation and Spending Trends

• On average, 23% of total marketing budgets are allocated to content marketing, down from 30% in 2017.
• Most committed organisations spend 30%, while somewhat committed ones spend 19%.
• Fewer respondents (36%) expect a budget increase in the next 12 months compared to 47% in 2017.

Content Creation and Distribution

• Social media posts, email, and LinkedIn are rated as the most effective content marketing formats.
• 48% of organisations use monthly newsletters for content marketing.
• The average number of content types used is 5.5 for all respondents, 6.0 for the most committed, and 5.2 for somewhat committed.
• Email is a critical channel, with 4.3 average formats used, 4.0 for most committed, and 3.0 for somewhat committed.

Project Management and Process Efficiency

• 31% of respondents rated the project management flow during content creation as excellent or very good.
• 52% rated it as good, and 14% as poor.
• Efficient project management is linked to higher success rates and better content outcomes.

Technology and Tools

• Australian marketers use an average of four digital technologies for content marketing.
• The top two technologies are analytics tools (88%) and email marketing technology (78%).
• Other technologies include video tools, webinar platforms, content promotion software, and digital asset management systems.

Content Marketing Strategy and Effectiveness

• 43% of respondents said their organisation has a documented content marketing strategy.
• Top 3 most effective content types include blog posts, infographics, and ebooks/white papers.
• Top 3 most effective distribution formats are email, in-person events, and separate content hubs.

Metrics and ROI

• 48% of respondents believe their organisation aligns metrics with content marketing goals effectively.
• 44% rate this as fair or poor.
• 41% of organisations do not measure ROI, citing reasons such as lack of tools and difficulty in implementation.
• 70% of marketers can demonstrate increased audience engagement and lead generation through content marketing, but fewer can show sales growth or cost reduction.

Demographics and Methodology

• The report was conducted by the Content Marketing Institute (CMI) in partnership with ADMA, and sponsored by LinkedIn Marketing Solutions.
• 2,190 global marketers responded, with 120 being Australian for-profit organisations.
• The survey included marketers from a wide range of industries, company sizes, and job functions.

Summary of Trends

• Audience development has become a top priority.
• Commitment to content marketing is linked to budget allocation, strategy documentation, and process efficiency.
• Social media and email remain the most effective channels.
• Content measurement and ROI tracking are still challenges, particularly for smaller or less committed organisations.

Key Takeaways

• Strategic alignment, process efficiency, and technology adoption are critical for success.
• Outsourcing is common, with 59% of respondents outsourcing at least one content marketing activity.
• Leadership support and creativity are valued, with 88% and 84% of respondents agreeing on their organisation’s commitment to these aspects.
• The report highlights the need for better ROI measurement and strategic planning to fully leverage content marketing’s potential.