Looking forward: The trends shaping Australia's content marketing industry in 2018

Australian content marketing industry

Curious to learn how Australia's content marketing industry will change in 2018? Read on to find out what the experts say.

Industry legends Content Marketing Institute, in partnership with The Association for Data-driven Marketing and Advertising (ADMA) have released the latest Content Marketing in Australia 2018: Benchmarks, Budgets and Trends report.

The findings were gathered in the eighth annual content marketing survey, sponsored by LinkedIn Marketing Solutions.

The report covers several content marketing topics, including:

  • Usage and team organisation
  • Commitment and overall success
  • Content marketing strategy & technologies
  • Content creation & distribution
  • Goals and metrics
  • Budgets and spending

We’ve pulled some of the key findings from the results to show you what trends 2018 holds for Aussie content marketers.

Most organisations are using content marketing, but they’re still learning

 An impressive 85 percent of respondents said their organisations use content marketing.

However, the majority of these respondents placed their organisation’s content marketing maturity level at adolescent or younger. Only 25 percent considered their efforts as mature, while just three percent said they were sophisticated.

Content marketing is working (no surprise to us!)

At Mint, we know that content marketing works wonders for growing businesses, but it's always good to have our claims supported with data! 

When asked how they would characterise the success of their content marketing approach, most believed it was effective: 

  • Moderately successful (57 percent)
  • Very successful (18 percent)
  • Extremely successful (4 percent)

Over three quarters (77 percent) agreed that content marketing increased audience engagement. Slightly fewer (73 percent) agreed that content marketing increased the number of leads, while 47 percent said it increased the organisation’s sales.

The majority outsource content production

Outsourcing content production to dedicated professionals (like yours truly) can save time and money. Larger organisations were more likely to manage content production in-house, with a lot of medium and smaller companies outsourcing content production.

Almost three out of five respondents (59 percent) outsource at least one of their content marketing activities. 55 percent outsource content creation and 12 percent outsource content marketing strategy.

Higher quality content and strategy are to thank for content marketing success

Two thirds (66 percent) of respondents stated that their organisation’s content marketing success had increased over the last year. They attributed this success to higher quality content creation (75 percent), and strategy development (72 percent).

Visual and written content go hand-in-hand

Aussie marketers are sprinkling variety into their content strategy. Social media posts were the most common type of content (90 percent), before video (75 percent), illustrations (67 percent) and case studies (66 percent). Infographics, ebooks, white papers and interactive tools were also among the most popular types of content.

The most effective of these were:

  1. Social media posts
  2. Case studies
  3. Video.

Email, social media and blogs were the most popular content distribution methods. 

LinkedIn is the social media platform of choice

Move over Facebook, Twitter and Instagram. LinkedIn is a marketer’s new favourite content marketing tool. Although Facebook was found to be the most common social media platform with 93 percent of respondents using the channel, LinkedIn wasn’t far behind with 87 percent.

Respondents stated the most effective platform to help the organisation achieve specific content marketing objectives was Linked In (64 percent) and Facebook (63 percent).

Measuring ROI is a pain point

If you find measuring your return on investment (ROI) a challenge, you’re not the only one. Only 41 percent of the respondent’s measure their content marketing ROI.

Of those who do not measure ROI, 46 percent stated this is because they need an easier way to measure it. Other reasons for not measuring ROI were not knowing how (32 percent), and having no formal justification required (27 percent).

Regardless of this, 36 percent of the organisation’s content marketing budgets will increase in the next 12 months, and 52 percent will stay the same.

Read the full report here.

How will your content marketing efforts change in 2018? Let us know in the comments.