Digital Marketing Researches & Reports

Content Marketing in Australia 2018: Benchmarks, Budget & Trends | CMI & ADMA

Content Marketing | Australia

Building a subscriber base is a key content marketing goal. That’s why content marketing in Australia is increasing in a very fast-paced way, with 85% of Australian content marketers have become more focused on building an audience, compared with only 69% last year.

Find out more insights into the state of content marketing in 2017 and trends of 2018:-

Usage of Content Marketing in Australian Organizations:

  • 85% of Australian respondents use content marketing.
  • 42% indicated that they have a small content marketing team serves the entire organization.
  • 55% claimed that they outsource content creation (e.g., writers, designers, video production), while 41% didn’t outsource any content marketing activities.

Content Marketing Commitment & Overall Success:

  • Just 9% said their organizations are extremely committed to content marketing, while 34% are very committed.
  • 22% indicated that their organizations are extremely/very successful in content marketing.
  • Only 18% claimed that their organizations’ content marketing is much more successful compared to last year, and 48% indicated that they’re somewhat more successful.

Content Marketing Strategy & Technologies:

  • 43% reported that their organizations have a documented content marketing strategy, and 38% have a non-documented one.
  • Analytics tools were the main tools used for managing content marketing efforts with a rate of 88%, followed by email marketing technology with 78%.

Content Creation & Distribution:

  • Social media posts (excluding videos) and videos are the most used type of content that Australian marketers use for content marketing purposes with rates of 90% & 75%, respectively.
  • Social media posts (excluding videos), case studies and videos were the most effective types of content marketing that Australian use with rates of 56%, 46% & 43%, respectively.
  • Emails (e.g., newsletters, welcome emails) is the most used format that Australian marketers use to distribute content with a rate of 91%.
Content Marketing in Australia in 2018 | CMI | Digital Marketing Community

A Chart Shows the Main Content Marketing Activities That Australian Marketers Outsource in 2017


Data were driven from 120 respondents who indicated their organization is for-profit in Australia. The survey was conducted during June and July 2017.

Content Marketing Institute (CMI)

Marketing and Advertising

Before evolving into what is now the Content Marketing Institute, the organization was known as Junta42. Junta42 launched in 2007 as the industry leader in content marketing matching. Content Marketing Institute (CMI) was founded by Joe Pulizzi, the leading evangelist for content marketing and launched in May 2010.It is a leading global content marketing education and training organization, teaching enterprise brands how to attract and retain customers through compelling, multi-channel storytelling. CMI publishes the bi-monthly magazine Chief Content Officer and offers strategic consulting and content marketing research for some of the best-known brands worldwide. CMI’s Content Marketing World event, the largest content marketing-focused event, is held every September in Cleveland, Ohio, USA, and the Intelligent Content Conference event is held every spring.

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