A new research report published by the Content Marketing Institute shows that there is a direct correlation between content marketing experience and success, with the majority of “sophisticated” and “mature” publishers claiming that their overall approach is now either very or extremely successful.
CMI’s Content Marketing in Australia 2017: Benchmarks, Budgets and Trends study takes an in-depth look at the state of content down under and has highlighted a chasm between enterprises with differing maturity levels. Just three per cent of marketers taking their first steps into content believe that their campaigns are very successful, and less than a fifth are clear on what it takes to establish an effective marketing programme.
In contrast, more mature marketers are reaping the benefits of a focused and high-quality content approach. A sizeable 94 per cent agree that their enterprise values the creativity associated with content creation, while 91 per cent are either extremely or very committed to content marketing. For “young” marketers, these figures drop to 46 per cent and 27 per cent respectively.
When it comes to detailing a strategy, 71 per cent of marketers agree that a written plan is critical, while 63 per cent require well-defined business goals for content in order to drive success. Other important elements include outlining a content mission and differentiated value (56 per cent), establishing a deep understanding of audience personas (56 per cent) and a desire to align with other practices such as sales and marketing (53 per cent).
“While early-stage content marketers can learn many things from their more mature peers, one of the most striking – and encouraging – observations about those in the early phase is that 71 per cent agree that their organisation is focused more on building long-term relationships than on getting quick results from content marketing,” Content Marketing Institute founder Joe Pulizzi said.
He added: “That tells me that many Australian organisations that are just starting out with content marketing have the right idea – content marketing is an opportunity to create ongoing value. I don’t think we could have said that a year ago, when the Australian marketers we surveyed reported a heavy focus on leads and sales.”