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Video May be an Australian Content Marketer's Best FriendCLEVELAND, Nov. 22, 2015 /PRNewswire/ -- Australian marketers are seeing a big increase in success using video in their content marketing. That is just one of the key insights in the new content marketing research released today by Content Marketing Institute and the Association for Data-driven Marketing and Advertising (ADMA). Photo - http://photos.prnewswire.com/prnh/20151121/289991-INFO This is the fourth year for one of the most highly anticipated content marketing research reports in Australia, Content Marketing in Australia 2016: Benchmarks, Budgets, and Trends, sponsored by made by Fairfax Media. The report represents findings from dozens of for-profit marketers in Australia. "Australian marketers made progress over the last year with documenting their content marketing strategy and appear to be doing several things well; however, their overall effectiveness with content marketing is stagnant compared with last year," says Joe Pulizzi, founder, Content Marketing Institute and author, Content Inc. "One of the keys to success moving forward will be to ensure that the content they create is consistently delivering value." This year, Australian marketers reported higher levels of effectiveness for nearly all of the content marketing tactics, social media platforms, and paid methods of content promotion/distribution they use. In particular, effectiveness ratings have increased notably over the last year for video and social media (other than blogs) - both increased by 17 percentage points. Additionally, they reported big jumps in effectiveness for Instagram (14 percentage points) and promotd posts (21 percentage points). Producing engaging content is a perennial challenge for Australian marketers. Sixty-nine percent of Australian marketers said producing engaging content is their biggest content marketing challenge. Eighty-four percent said creating more engaging content is their organization's top priority for internal content creators. "Australian marketers continue to grasp the importance of content marketing in their overall marketing mix," says Jodie Sangster, chief executive officer, ADMA. "However in order to truly connect with their audience it is imperative that organisations put a clear content strategy in place to ensure consistency and relevance. Brands should prioritise quality over quantity and remain focused on generating content that is valuable for its target audience; a high value approach drives high engagement which is critical for delivering future success." You can download the full report. About Content Marketing Institute: About the Association for Data-driven Marketing and Advertising To view the original version on PR Newswire, visit:http://www.prnewswire.com/news-releases/video-may-be-an-australian-content-marketers-best-friend-300182965.html SOURCE Content Marketing Institute |