Content, content, content: Australia’s first content marketing study revelations

This post is by Anton Buchner, a senior consultant with TrinityP3. Anton is a lateral and innovative thinker with a passion for refocusing business teams and strategies; creating visionary, data driven communication plans; and making sense of a more complex digital marketing environment.

Since Jan Brady famously once said “Marcia, Marcia, Marcia” in episode 10 of season 3 of The Brady Bunch, because her big sister was getting all the attention, I’ll simply say, “content, content, content” about marketing attention in 2013.

There are a bunch of insights in the first ever study into Content Marketing in Australia by the CMI and ADMA. It’s a must read for marketers and agencies.


Here a few headlines:

  • Australian marketers use an average of 12 Content Marketing tactics. This seems to correlate closely to Google’s Zero Moments Of Truth (ZMOT) analysis where consumers on average research 10.4 pieces of online content before making a purchase (note, this has increased 2-fold from 5.27 in 2010).


  • Only 29% believe their content marketing is “very effective” or “effective.” It always amazes me how many marketers are going through the motions, doing things the way they’ve always done them. I can’t believe so many marketers are settling for mediocrity.


  • The top 3 content marketing goals are: Brand Awareness (73%), Engagement (71%) & Customer Retention / Loyalty (68%). That’s obviously a massive spread across the marketing spectrum. My view is that content marketing should be used for brand engagement. I’d be interested to know what you’re using it for.


  • 61% of Australian marketers plan to increase their content marketing budget over the next 12 months. This raises an interesting question of whether it should be produced in-house or outsourced to specialists?


  • The top challenge for content marketers is producing the kind of content that engages, closely followed by producing enough content. Interestingly I was at a client today that was drowning in fantastic content however they didn’t have a structured approach to market it to their customer base. If you’re looking to transform your digital activity in 2013 then you’ll need to achieve the right balance between content production and content that truly engages.

One area the report fails to delve into is whether marketers are commercialising content, however there are plenty of other thought provokers.

So delve in deeper here

And let us know what you think? Is your content marketing strategy working for you? And if not, what areas are the most challenging?

Perhaps you should check out a previous post on the subject “30 reasons your content marketing strategy is failing miserably”

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About Anton Buchner

Anton is one of Australian's leading customer engagement consultants. With an eye for discovering greater marketing value and a love for listening to what customers are really saying about a brand. Anton has helped take global and local businesses including Microsoft, Nestlé, P&G, Gloria Jean's, Foxtel and American Express amongst others to the next level. Check out Anton's full bio here
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7 Responses to Content, content, content: Australia’s first content marketing study revelations

  1. Andrew says:

    Hi Anton, thanks for an interesting post. I use content marketing for these main reasons:

    1. web traffic.
    2. thought leadership
    3. engagement

    it wasn't long after I got going, however, that I realised that having a library of content on my area of expertise was an awesome sales tool to refer clients to.

    • Anton Buchner says:

      Thanks for your comment Andrew. Glad you found it interesting. Agree building your expertise through a library of content is critical. They key is also connecting it to you target market/s and creating content engagement. I see a lot of businesses building large volumes of content, however it comes across as a quantity over quality strategy. They feel that if they can bombard consumers in all channels then job done. I'd prefer to see highly valuable content (not the same as high value content production!) being produced to spark interaction and provoke user generated content discussions. Glad to see you have those 3 points front of mind though for your business.

  2. Anne Miles says:

    I loved the correlation between effective marketing communications and those that produced video content. Those marketers that did video are also considering doing more – because it worked.

    The trick is in knowing what goes in it and pitching the production solution in the right spot for the brand. Many people think there is just one solution – I can't tell you how often uneducated people in the industry think this. I get people thinking there is just one cost like it is a widget.

  3. Anne Miles says:

    I do hear of a lot of people, bigger brands too, that say that the more they produce content that the worse their sales are or that they're doing a lot of content for no return. This isn't about the idea of marketing content being wrong, but that the strategy behind it is all wrong!

    • Anton Buchner says:

      Agree Anne. It shouldn't be treated as a cost nor a widget. It should strategically align to a businesses' objectives (vision, mission and goals). I've just had that discussion with a senior manager this morning!

  4. thelaksaclub says:

    Hi Anton. Great post, thanks for sharing.
    We use content for a range of things but ultimately it is to drive web traffic and lead generation. Coupled with CRM and marketing automation we're able to monitor what works and what doesn't so that we constantly refine our content and what we put out there. We find what is engaging and do more, what doesn't work we refine or do less.

    • Anton Buchner says:

      Appreciate the insights Laksaclub. Sounds like you are taking an optimal approach. Hopefully you have also cracked the emotional content territory that overarches all your CRM and marketing automation activity and brings to life your brand difference. Keep it up.

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