Just one in three Aussie marketers say their content marketing is effective
A new study shows only a third of Australian marketers believe their content is an effective form of marketing.
The study by the Association for Data-driven Marketing and Advertising and the US-based Content Marketing Institute (CMI) shows only 29 per cent said their content is a ‘very effective’ or ‘effective’. This compares with 39 per cent in the UK and 37 per cent of North Americans who said it was effective.
A total of 216 marketers in Australia were polled between August 2012 and January 2013 for the survey.
Joe Pulizzi, executive director of Content Marketing Institute and co-author of Managing Content Marketing said despite the results: “Australian businesses are continuing to invest in content marketing, with the majority planning to increase their spend in the coming year.”
The survey also shows the biggest challenge Australian marketers face is creating enough ENGAGING content.
That might explain why many are not satisfied with current results – the stories just are not yet good enough to earn attention and (as a result) deliver commercial outcomes.
Despite this most plan to spend more, not less, in the future – hope springs eternal? Or recognition there’s value in content marketing but not all have cracked the code yet?
@carden
I would suggest that the problem is the wrong people (PR and ad agency types) are creating the content.
It would be nice to see one of these print dinasours moving into a great content marketing role. I know that print is the worst possible product in the world and that all of those editors and sub editors were shafted because they just don’t get digital.
But surely, surely some of those skills can be used to create engaging content? Why is it that every time I sit at a table full of content marketers nowdays there is rarely anyone there with a background in editing, or at the very least journalism?
A smart CMO might just find some incredibly talented content creators and managers.
They probably won’t have a twitter account though.
So hang on a minute, you’ve got 96% of marketers saying they are or are going to invest in content marketing, and majority of them are placing the content on their website and social media channels and thats it?
With this kind of strategy, im shocked 29%think their content marketing is effective.
This does not surprise me at all.
Everyone seems to be running headlong into content without any clear long term plan or a structured approach. Every conversation I have with senior marketers embracing content marketing reveals another skin deep strategy.
I’m with you, Shocked. Posting stuff on your site or FB page or whatever is not a ‘strategy’. It’s just wishful thinking. Engaging and shareable content is important, but you’ve got to put it in front of people where they can’t miss it, especially those people who are most likely to buy your stuff. The more things change…
How are people finding social media engagement in the B2B sphere? I see so many companies throw up a Facebook and Twitter page and gain a handful of likes / followers; (these fans are generally not their target market, more their staff and affiliates.)
Linkedin is obviously the social tool for business and there are some good wins to be had on there. What do others think about the B2B social landscape and how to use it effectively?