25% of budgets allocated to content marketing

By AdNews | 14 March 2013

If you believe the figures from the Content Marketing Institute, content marketing is proving to be a significant threat to traditional media with Australian marketers now spending a quarter of their marketing budgets on the practice.

The Content Marketing Institute, along with the Direct Marketing Association UK, has put out a report called Content Marketing in the UK, which also reveals many statistics about the Australian market.

According to the report, Australian marketers allocate 25% of their budgets to content marketing while 61% said they would spend more on it in the next 12 months. The study found 96% of B2B marketers used some form of content marketing.

Fifty-seven percent of respondents said they outsourced their content marketing.

Local marketers found in-person events to be the most effective form of content marketing while only 29% rated their organisations as being effective at content marketing. They use an average of four social media platforms with B2C marketers favouring Facebook while B2B preferred LinkedIn.

Thirteen percent of Australian marketers nominated, at 13%, lack of vision or buy-in to the practice as a challenge.

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