Content Marketing Blog

Aussies most likely to embrace content marketing

You may have seen research published last month showing how Australian businesses are embracing content marketing – and now a similar report has been released on the US market.

This allows for some interesting comparisons to be made between the two countries and it seems that Australia is leading the pack with its content strategy!

Carried out by the Content Marketing Institute and ADMA, the research showed that businesses here are more likely to invest in this strategy than their American peers.

Data revealed that 98 per cent of Australian business-to-business (B2B) marketers use content marketing compared to North America, where 91 per cent are using the strategy.

The same can be said for business-to-consumer (B2C) marketers, as 89 per cent of them use this strategy in Australia, compared to 86 per cent in the US.

There are also some discrepancies in the type of content the two nations use – Australian B2C marketers are more inclined towards mobile apps, mobile content and print magazines or newsletters.

As for B2B marketers, white papers, case studies, webinars and research reports are the content marketing strategies of choice.

There are some similarities between the two countries – both have recognised the value of social media marketing and have therefore increased their usage of popular sites.

Twitter, LinkedIn, Facebook, YouTube, and SlideShare are popular among content marketers in the US, while Facebook, Twitter, Linkedin and YouTube lead the pack here in Australia.

Although Australia's budget allocation to content marketing may be slightly lower than it is in the US – 25 per cent vs. 31 per cent – it seems that businesses in this country are keen to increase their spending over the coming years.

Overall, 61 per cent of Australian marketers plan to increase their budget over the next 12 months, suggesting that content marketing is here to stay.

Posted by Emma Furze