Content marketing struggles to find a spot with CMOs

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.

CMO’s struggle to harness content marketing yet 61% are increasing the investment in it.

The dichotomy.

Top Australian marketers are finding it difficult to allocate budget and resource to content marketing. Yet they’re wanting to get it onto the C-Suite’s agenda, and know that it now encompasses social, search, website, email, blog, e-zine, and other key digital content areas that already sit in their existing plan and P&L.

This was the dichotomy that the Association for Data-driven Marketing and Advertising (ADMA) and Australia’s leading content marketing agency, Edge, unearthed whilst facilitating a recent roundtable.

Content marketing agencies

You can check out more insights in the joint whitepaper here

Other key points:

  1. No vision or documented plan
  2. Lack of alignment throughout the business and clear senior ownership and governance
  3. Distribution challenges due to the proliferation of content marketing options
  4. The dilemma of managing in-house with existing resource or outsourcing to specialists
  5. Measuring the value in return

Jodie Sangster, CEO of ADMA says, “Content marketing is on a path of significant growth—in terms of the level of investment made in content-led marketing strategies, and in the extent to which organisations have embraced the ‘engagement’ model in place of ‘sales’ communications. Content marketing is here to stay, and the organisations doing it effectively will reap the rewards.”

Fergus Stoddart, Commercial Director at Edge says, “The congruence of new data and CRM technology, changing consumer media consumption habits, social media and digital distribution means that the business case for content marketing has never been more compelling.”

I say….take a read of the white paper here and let us know your thoughts. It definitely is a blurry topic. Content has been around for decades, and distribution channels have different terminology, but at the end of the day I believe that it should be a powerful weapon in a marketer’s armoury if it’s planned correctly, aligned, owned, implemented and measured.

Love to hear your thoughts on this one.

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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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