Australian marketers are increasingly focused on building audiences, but fewer are creating content for them versus for their brand, says the Content Marketing in Australia 2018: Benchmarks, Budgets, and Trends report.
According to the report sponsored by LinkedIn, 85 per cent of Australian respondents agree that their organisation is focused on building an audience versus 69 per cent last year.
“It’s exciting to see that Australian marketers, including those who are just starting out with content marketing, understand the importance of using content to build relationships,” says Jodie Sangster, chief executive officer, the Association for Data-driven Marketing and Advertising.
While growing audiences is obviously very important to businesses, creating relevant content that addresses their needs should be at the forefront of content marketing. However, only 58 per cent surveyed are creating content for their audience, compared with 72 per cent last year.
Consistency and lack of resources are also issues identified in the report.
Fewer Australian marketers are delivering content consistently with only 48 per cent of respondents delivering content consistently – a 20 per cent year-over-year decrease.
Almost half of content marketers (45 per cent) also stated that they aren’t given enough time to produce results, demonstrating that Australian businesses still have a way to go in accepting the long-term nature of content marketing.
“There are no ‘quick fixes’ with content marketing. Marketers who commit to the approach, document their strategy, and create ongoing value for their audience will see long-term results,” says Sangster.
But most organisations now see the benefits of content marketing, with only a small percentage of businesses not fully committed to it.
A key to content marketing success is creating original, high quality content – 75 per cent of organizations stated that higher quality content was the biggest factor that contributed to the increase in the overall success with content marketing.
While Australian content marketers are still facing some challenges, businesses are now more committed than ever.
In 2018, marketers need to turn their focus back on audience needs rather than creating content for their brands if they want to succeed in retaining audiences.
Businesses still need to invest more time and resources in consistent content creation in order to produce original, high quality pieces that engage audiences.