Content Marketing in Australia 2015: Benchmarks, Budgets and Trends - by Content Marketing Institute and ADMA, sponsored by Brightcove

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Content Marketing inaustralia 2015:benchmarkS, budgetS, and trendS

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Welcome ................................................................................................................................................ 3

Usage & Overall Effectiveness ............................................................................................................. 4

Strategy & Organization ....................................................................................................................... 6

Goals & Metrics .................................................................................................................................... 10

Content Creation & Distribution ....................................................................................................... 13

Budgets & Spending ........................................................................................................................... 22

Challenges & Initiatives ..................................................................................................................... 24

Comparison Chart: Comparison of Most Effective vs.

Least Effective Australian Content Marketers ................................................................................. 29

Comparison Chart: Documented vs. Verbal-Only Content Marketing Strategy ......................... 30

Demographics ..................................................................................................................................... 31

About .................................................................................................................................................... 32

TABLE OF CONTENTS

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Hello Content Marketers,

Welcome to Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends. This is the third year that Content Marketing Institute and the Association for Data-driven Marketing and Advertising (ADMA) have partnered to produce this report. This year, we look at how Australian for-profit marketers (both business-to-business and business-to-consumer) approach content marketing as compared with last year.

The findings this year point to experimentation with content marketing tactics. For example, we found that fewer marketers are using blogs, but at the same time the effectiveness rating for blogs has increased. On the other hand, more marketers are using in-person events, which is positive, considering it’s rated the most effective tactic.

While the percentage of marketers who consider their companies to be effective at content marketing decreased slightly (33% said they were effective last year vs. 29% this year), the survey points to a solution: a documented contented marketing strategy.

Clearly, there is work to be done. We’re looking forward to providing you with resources as you move onward.

Yours in content,

Joe & Jodie

Joe PulizziFounder

content marketing Institute

Jodie sangsterChief Executive Officer

the association for data-driven marketing

and advertising

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WELCOME

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USAGE & OVERALL EFFECTIVENESS Does your organizationuse content marketing?89% say yesLast year, 93% of Australian respondents said they use content marketing. Back then, we defined content marketing as the “creation and distribution of educational and/or compelling content in multiple media formats to attract and/or retain customers.”

This year, we defined content marketing as “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience—and, ultimately, to drive profitable customer action.”

The new definition—crafted by Content Marketing Institute in early 2014—better reflects how content marketing has grown from the mere “creation and distribution” of content to a formal business discipline.

Percentage of Australian RespondentsUsing Content Marketing

89%Yes

11%No

Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA





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USAGE & OVERALL EFFECTIVENESS

Overall, how effective is your organization at content marketing?

29% say they are effective

Note: For purposes of our annual survey, we define effectiveness as “accomplishing your overall objectives.” Those who rate their organizations a 4 or 5 (on a scale of 1 to 5, with 5 being “Very Effective” and 1 being “Not at all Effective”) become our “most effective” or “best-in-class.” The 1s and 2s are considered “least effective,” while the 3s are neutral.

Last year, 33% of Australian marketers said they were effective. Having a documented content marketing strategy helps in this regard: 44% of those who possess one say they are effective.

How Australian Marketers Rate theEffectiveness of Their Organization’s

Use of Content Marketing

0 10 20 30 40 50

Very Effective 5%

24%

50%

18%

Not At All Effective 3%

5

4

3

2

1






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STRATEGY & ORGANIZATION

Does your organization have a content marketing strategy?

37% say they have a documented strategy

Last year, we asked marketers for the first time whether or not they had a documented content marketing strategy. The high percentage who said no (43%) left us wondering whether some had a strategy but had simply not taken the time to document it. So this year we worded the question differently and discovered that 46% of marketers are using a verbal-only strategy. The 37% who have documented their strategy are more effective in nearly all aspects of content marketing when compared with those who have not.Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA

Percentage of Australian MarketersWho Have a Content Marketing Strategy

0 10 20 30 40 50

Yes, and it is documented 37%

Yes, but it is not documented 46%

No 12%

Unsure 5%





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How closely does your content marketing strategy guide your organization’s content marketing efforts?

40% say very closely

Having a strategy is one thing—following it is another. The more effective the Australian marketer, the more likely it is that his or her organization follows the strategy very closely (65% of the most effective follow their strategy very closely).


Percentage of Australian MarketersWho Say Strategy Guides Efforts

0 10 20 30 40 50 60

Very closely 40%

Somewhat 56%

We rarely use it 3%

Unsure 1%





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Does your organization have a dedicated content marketing group?

39% say yes

This is a new question on our annual survey. The most effective marketers are more likely to have a dedicated group (54%) when compared with the total sample (39%). The same is true for those who have a documented content marketing strategy (60%).


Percentage of Australian Marketers WhoHave a Dedicated Content Marketing Group

0 10 20 30 40 50 60

Yes, and it functions independently as its own unit 12%

Yes, and it works horizontally across the organization silos 27%

No, but planning to have one 23%

No, and no plans to have one that I know of 38%





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Which area in your organization is accountable for content marketing?

25% say product marketingSmaller companies are more likely than larger ones to report directly to the owner/C-level.


Areas Accountable forAustralian Content Marketing

Owner/C-level

Product Marketing

Demand Gen Marketing

PR/Corporate Communications

Social Team/Social CRM

Other

No one, Unsure, or No Answer

25%

23%17%

12%

7%

6%11%





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GOALS & METRICSHow important is each of the following content marketing goals to your organization?

87% say engagement is important

Note: Percentages shown represent marketers who rated each goal a 4 or 5 on a 5-point scale where 5 = “Very Important” and 1 = “Not at all Important.”

As they did last year, Australian marketers most often cited engagement, brand awareness, and lead generation as goals for content marketing.

The most effective Australian marketers place higher importance on all the goals shown here when compared with the total sample.

Customer evangelism was a new option on the survey this year.

Organizational Goals forAustralian Content Marketing

0 10 20 30 40 50 60 70 80 90

Engagement

Brand Awareness

Lead Generation

Customer Retention/Loyalty

Sales

Lead Nurturing

Upsell/Cross-sell

Customer Evangelism

87%85%

79%78%

74%73%

62%59%






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Which metrics does your organization use to assess content marketing success?

60% say website traffic

Note: Fewer than 30% cited the following metrics: Sales Lead Quantity (29%), Benchmark Lift of Company Awareness (29%), Inbound Links (28%), Benchmark Lift of Product/Service Awareness (21%), Customer Renewal Rates (19%), and Cost Savings (8%).

Regardless of how effective they are at content marketing, Australian marketers cite website traffic as the metric they use most often to gauge content marketing success. Website traffic topped this list last year as well.

GOALS & METRICS

Metrics for AustralianContent Marketing Success

0 10 20 30 40 50 60 70

Website Traffic

Higher Conversion Rates

Sales

SEO Ranking

Time Spent on Website

Sales Lead Quality

Qualitative Feedback from Customers

Subscriber Growth

60%46%46%

39%38%37%

37%32%






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How successful is your organization at tracking the ROI of its content marketing program?

20% say theyare successful

As these percentages show, many Australian marketers have a difficult time tracking ROI. Having a documented content marketing strategy helps, though, as 33% of those who possess one are successful in this area, compared with the 20% average for the total sample.

GOALS & METRICS

How Australian Marketers Rate Their Organization’s Success

at Tracking ROI

0 10 20 30 40 50

Very Successful 5%

15%

32%

24%

Not At All Successful 9%

We Do Not Track 13%

5

4

3

2

1






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Compared with one year ago, how much content is your organization creating?

74% are creating more

This percentage decreased from last year, when 81% said they were creating more content.

Of the total sample, however, the marketers who have a documented content marketing strategy reported an increase (87% say they are creating more content).

CONTENT CREATION & DISTRIBUTION


Change in Australian Content Creation(Over Last 12 Months)

Significantly More

More

Same Amount

Less

Unsure

32%

42%

18%

2%4%





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How many different audiences does your organization target with separate content marketing strategies?

The average number is 4

In general, the larger the Australian organization, the more audiences it targets. Enterprise firms (1,000+ employees) target an average of 5.


Number of Audiencesthat Australian Marketers Target

0 10 20 30 40 50

7%

5%

29%

45%

5%

10%

10+

7-10

4-6

2-3

1

Unsure






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Which content marketing tactics does your organization use?

Use of in-person events has increased, while blog usage has decreasedAverage Number Used: 12

Note: Fewer than 45% said they use the following tactics: Print Magazines (43%), Branded Content Tools (40%), White Papers (40%), Webinars (39%), Mobile Apps (38%), Digital Magazines (32%), Print Newsletters (29%), eBooks (28%), Books (24%), Podcasts (22%), Virtual Conferences (20%), and Games/Gamification (15%).

Australian marketers are using fewer content marketing tactics, on average, than they did last year (12 this year vs. 13 last year). The same three tactics top the list of most widely used: social media content (other than blogs), articles on your website, and eNewsletters.

The biggest decrease in usage has been with blogs (80% last year vs. 68% this year). Yet at the same time, the effectiveness rating for blogs increased (from 58% last year to 62% this year).

The biggest increases in usage have been with:• Infographics (43% last year vs. 61% this year)• In-person Events (64% last year vs. 74% this year)• Microsites (48% last year vs. 54% this year).

Illustrations/photos was a new option on the survey this year.


Australian Content Marketing Tactic Usage

0 10 20 30 40 50 60 70 80 90 100

Social Media Content – other than blogs

Articles on Your Website

eNewsletters

In-person Events

Case Studies

Videos

Blogs

Illustrations/Photos

Infographics

Microsites

Online Presentations

Research Reports

86%85%

83%74%

72%72%

68%66%

61%54%

47%45%






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How effective are the following tactics that you use?

65% say in-person events are effective

These are the 10 tactics that Australian marketers find most effective.

Enewsletters, which came in first last year at 73%, decreased to 62% this year. In-person events stayed about the same (66% last year).

Research reports decreased from 63% last year to 50% this year. Videos decreased from 62% to 53%.

White papers and microsites are both new to the top 10 effective list this year.


In-person Events

eNewsletters

Blogs

White Papers

Microsites

Case Studies

Social Media Content – other than blogs

Videos

Articles on Your Website

Research Reports

Effectiveness Ratings for Australian Tactics

0 10 20 30 40 50 60 70 80

65%62%62%

61%57%57%

53%53%52%

50%






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Which social media platforms does your organization use to distribute content?

83% use LinkedInAverage Number Used: 6

Note: Fewer than 25% said they use the following platforms: Vimeo (24%), SlideShare (23%), Flickr (13%), Tumblr (10%), StumbleUpon (8%), Foursquare (8%), SnapChat (7%), and Vine (6%).

Last year, Australian marketers used an average of 5 social media platforms, compared with 6 this year.

The percentages shown here are similar to last year’s with one notable exception: usage of Google+ has increased by 12 percentage points (47% last year vs. 59% this year).


LinkedIn

Facebook

Twitter

YouTube

Google+

Instagram

Pinterest

Vimeo

SlideShare

Australian Content MarketingSocial Media Platform Usage

0 10 20 30 40 50 60 70 80 90 100

83%81%

79%70%

59%33%

31%24%

23%






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How effective are the social media platforms that you use?

57% say LinkedIn is effective

These are the 7 social media platforms that Australian marketers find most effective.

The percentages shown here are fairly similar to those reported last year. The most notable change is with Twitter (45% last year vs. 53% this year).


LinkedIn

Twitter

Instagram

Pinterest

Google+

YouTube

Facebook

Effectiveness Ratings for Australian Social Media Platforms

0 10 20 30 40 50 60 70

57%53%

48%46%

31%25%

19%






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How often does your organization publish new content that supports its content marketing program?

49% say daily or multiple times per week72% of the most effective Australian marketers publish new content daily or multiple times per week, compared with 49% of the total sample.


How Often Australian MarketersPublish New Content

Daily

Multiple Times per Week

Weekly

Multiple Times per Month

Monthly

Less than Once per Month

Unsure

18%

31%

15%

15%

8%7%

4%






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Which paid advertising methods do you use to promote/distribute content?

68% say they use search engine marketing (SEM)Average Number Used: 4

This was a new question on the survey. The most effective content marketers were more likely than the total sample to say they use online banner ads (65% vs. 58%), native advertising (54% vs. 42%) and content discovery tools (23% vs. 16%); their usage of the other methods was fairly similar.

In addition, there is a correlation between company size and the number of paid methods used. For example, small organizations (1-10 employees) use an average of 3 paid methods, whereas enterprise companies (1,000+ employees) use an average of 5.


Australian Paid Advertising Usage

0 10 20 30 40 50 60 70

Search Engine Marketing (SEM)

Social Ads (e.g., LinkedIn ads)

Print or Other Offline Promotion

Traditional Online Banner Ads

Promoted Posts (e.g., promoted Tweets)

Native Advertising

Content Discovery Tools

68%63%62%

58%50%

42%16%






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How effective are the paid advertising methods that you use to distribute content?

Australian marketers have the most confidence in search engine marketing Note: Percentages shown represent marketers who rated each method a 4 or 5 on a 5-point scale where 5 = “Very Effective” and 1 = “Not at all Effective.”

Not only is search engine marketing (SEM) the paid method that Australian marketers use most to promote content, it’s also the one they view as most effective.

The most effective Australian marketers are much more likely to say print or other offline promotion is effective when compared with the total sample (63% vs. 42%); they also look more favorably upon social ads (52% vs. 42%).


Effectiveness Ratings forAustralian Paid Advertising Methods

0 10 20 30 40 50 60 70

Search Engine Marketing (SEM)

Print or Other Offline Promotion

Social Ads (e.g., LinkedIn ads)

Promoted Posts (e.g., promoted Tweets)

Content Discovery Tools

Native Advertising

Traditional Online Banner Ads

61%42%

42%40%

33%33%

32%






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Approximately what percentage of your organization’s total marketing budget (not including staff) is spent on content marketing?

The average is 27%

This figure remains the same as last year. However, there are differences based on:

• Effectiveness—the most effective marketers spend 36% and the least effective spend 14%

• Strategy—those who have a documented content marketing strategy spend 31%, those who have a verbal strategy spend 25%, and those without a strategy spend 13%

• Company size—enterprise companies (1,000+ employees) spend 19% and small companies (10-99 employees) spend 28%

BUDGETS & SPENDING

Percentage of Total Marketing BudgetSpent on Australian Content Marketing

0 10 20 30 40 50

100%

75-99%

50-74%

25-49%

10-24%

1-9%

0%

Unsure

2%3%11%13%

21%29%

1%18%






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How do you expect your organization’s content marketing budget to change in the next 12 months?

63% say they will increase spending

Last year, 69% said they would increase spending, compared with 63% this year.

73% of those who have a documented content marketing strategy plan to increase spending, as do 70% of marketers who work for enterprise companies (1,000+ employees).

BUDGETS & SPENDING

Australian Content Marketing Spending(Over Next 12 Months)

0 10 20 30 40 50

Significantly Increase 14%

Decrease 1%

Increase

Remain the Same

49%

30%

Unsure 4%






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With regard to content marketing, how challenged are you with each of the following?

50% say producing engaging content is a challengeNote: Percentages shown represent marketers who rated each challenge a 4 or 5 on a 5-point scale where 5 = “Very Challenged” and 1 = “Not at all Challenged.”

The percentage of marketers who cited each of these challenges increased this year, with the exception of producing a variety of content (41% last year vs. 37% this year). Technology-related challenges was a new choice on the survey, and producing content consistently replaced producing enough content.

The biggest increases are with finding trained content marketing professionals (9% last year vs. 31% this year) and lack of buy-in/vision from higher-ups (15% last year vs. 32% this year).

CHALLENGES & INITIATIVES

Challenges that Australian Marketers Face

0 10 20 30 40 50 60 70

Producing Engaging Content

Lack of Budget

Producing Content Consistently

Measuring Content Effectiveness

Gaps in Knowledge and Skills of Internal Team

Producing a Variety of Content

Lack of Integration Across Marketing

Lack of Buy-in/Vision from Higher-Ups

Finding Trained Content Marketing Professionals

Technology-related Challenges

50%48%46%44%

37%37%

35%32%

31%26%






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Which content marketing initiatives are you working on?A high percentage are focused on audience-centered activities.

New this year, we presented marketers with a list of 28 initiatives. We asked them to select one of three options for each: working on now, plan to begin working on within 12 months, and not a priority.

Australian marketers are working on an average of 14 initiatives, and plan to begin working on 9 more, on average, over the next 12 months.

The highest percentages of Australian marketers are presently working on: Better understanding of audience: 67% Creating more engaging/higher-quality content: 67% Organizing content on website: 65% Creating visual content: 61% Better converting website visitors: 60%

As for which they plan to begin working on within 12 months, the highest percentages selected: Measuring content marketing ROI: 41% Content curation strategies: 40% Creating a channel plan for social media: 38% Understanding/using content marketing technology: 38% Content personalization: 35%

The initiatives appearing on the following pages are the 10 that received the highest combined percentages of “working on now” and “plan to begin working on within 12 months.”

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Better Understanding of WhatContent is Effective—and What Isn’t

Better Understandingof Audience

Creating MoreEngaging Content

Now Within 12 Months Not a Priority No Answer

58% 67%23% 67%22%

5% 6%

33%

4%5% 5% 5%


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Optimizing ContentOrganizing Content

on WebsiteBetter Converting

Website Visitors

Now Within 12 Months Not a Priority No Answer

55% 60%27% 65%22%

7% 8%

33%

4% 6% 5%8%


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Measuring Content Marketing ROIFinding More/Better Ways

to Repurpose ContentCreating Visual Content

Now Within 12 Months

Not a Priority No Answer

46% 61%25% 56%

28%

10% 11%

41%

9%4%

Tying Content to Business Goals

54%30%

12%

4%

4% 4%


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COMPARISON CHART

has a documented content marketing strategy ........................................................................................55% .................. 37% .................. 13%

has a content marketing strategy, but it’s not documented ....................................................................37% .................. 46% .................. 46%

Content marketing strategy very closely guides efforts ............................................................................65% .................. 40% .................. 19%

Content marketing strategy somewhat guides efforts ..............................................................................35% .................. 56% .................. 63%

has a dedicated content marketing group ................................................................................................54% .................. 39% .................. 14%

Is successful at tracking roI .......................................................................................................................47% .................. 20% ................... 9%

average number of tactics used .................................................................................................................. 14 ..................... 12 ....................... 9

average number of social platforms used ....................................................................................................6 ....................... 6 ........................ 5

publishes new content daily or multiple times per week .........................................................................72% .................. 49% .................. 19%

percentage of total budget allocated to content marketing .....................................................................36% .................. 27% .................. 14%

average number of initiatives working on now .......................................................................................... 16 ..................... 14 ...................... 10

average number of initiatives planning to begin working on within 12 months ........................................7 ....................... 9 ....................... 11

MostEffective

Comparison of Most Effective vs. Least Effective Australian Content Marketers Total

SampleLeast

Effective

Chart term definitions: A “best-in-class” content marketer (aka “most effective”) is one who rates his or her organization a 4 or 5 in terms of effectiveness on a scale of 1 to 5, with 5 being “Very Effective” and 1 being “Not at all Effective.” Those who rate themselves 1 or 2 are the “least effective.”


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COMPARISON CHART

Considers organization to be effective at content marketing ............................................................................................. 44% .................. 23%

Content marketing strategy very closely guides efforts ...................................................................................................... 56% .................. 27%

Content marketing strategy somewhat guides efforts ........................................................................................................ 44% .................. 65%

has a dedicated content marketing group .......................................................................................................................... 60% .................. 27%

Is successful at tracking roI ................................................................................................................................................. 33% .................. 15%

average number of tactics used ............................................................................................................................................. 14 ...................... 11

average number of social platforms used .............................................................................................................................. 6 ........................ 5

publishes new content daily or multiple times per week ................................................................................................... 62% .................. 49%

percentage of total budget allocated to content marketing ............................................................................................... 32% .................. 25%

challenged with producing engaging content .................................................................................................................... 43% .................. 51%

challenged with producing content consistently ................................................................................................................ 34% .................. 50%

average number of initiatives working on now ..................................................................................................................... 17 ...................... 12

average number of initiatives planning to begin working on within 12 months .................................................................. 6 ....................... 10

DocumentedStrategy

Documented vs. Verbal-Only Content Marketing Strategy Verbal

Strategy


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DEMOGRAPHICS

Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends is produced by Content Marketing Institute in partnership with the Association for Data-driven Marketing and Advertising (ADMA) and sponsored by Brightcove.

The fifth annual content marketing survey, from which the results of this third annual Australia report were generated, was mailed electronically to a sample of marketers using lists from Content Marketing Institute, ADMA, MarketingProfs, Brightcove, Blackbaud, the Business Marketing Association (BMA), EnVeritas Group (EVG), the Direct Marketing Association UK (DMA), Industry Week, New Equipment Digest, WTWH Media, and Corporate Financial Group.

A total of 5,167 recipients from around the globe—representing a full range of industries, functional areas, and company sizes—responded to the annual survey throughout July and August 2014. This report presents the findings from the 251 respondents who said they were for-profit marketers in Australia (136 B2B, 40 B2C, and 75 both B2B+B2C). Additional reports based on the annual survey are available at www.contentmarketinginstitute.com/research. Special thanks to MarketingProfs for their assistance with the annual survey and the B2B North America and B2C North America reports.

Australian Industry Classification Australian Job Title/FunctionSize of Australian Company

(by Employees)

19%22%

51%

13%

13%

8%

4%11%

25%21%

32%

11%

10%9%8%

6%

37%

■ Advertising/Communications/ Marketing/PR■ Banking/Accounting/Financial■ Publishing/Media■ Technology■ Consulting■ Education■ Other

■ Marketing/Advertising/ Communications/PR Management■ Corporate Management/Owner■ Marketing Administration/Support■ Content Creation/Management■ Consultant■ Other

■ Micro (Fewer than 10 Employees)■ Small (10-99 Employees)■ Midsize (100-999 Employees)■ Large (1,000+ Employees)

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ABOUT

About Content Marketing InstituteContent Marketing Institute (CMI) is the leading global content marketing education and training organization. CMI teaches enterprise brands how to attract and retain customers through compelling, multi-channel storytelling. CMI’s Content Marketing World event, the largest content marketing-focused event, is held every September, and Content Marketing World Sydney, every March. CMI also produces the quarterly magazine Chief Content Officer, and provides strategic consulting and content marketing research for some of the best-known brands in the world. CMI is a 2012, 2013, and 2014 Inc. 500 company. View all CMI research at www.contentmarketinginstitute.com/research. Learn how to create a documented content marketing strategy, a key component for improving overall content marketing effectiveness.

About the Association for Data-driven Marketing and AdvertisingThe Association for Data-driven Marketing and Advertising (ADMA) is the principal industry body for information-based marketing and advertising and is the largest marketing and advertising body in Australia with more than 600 member organisations.

ADMA represents the new era of marketing and advertising—a 360 view from end-to-end.• From marketing to advertising• From effective to creative• From above to below• From measurable to engaging

ADMA is the ultimate authority and go-to resource for creative and effective data-driven marketing across all channels and platforms, providing knowledge, advocacy, insight, and innovation to advance responsive and enlightened marketing.

About BrightcoveBrightcove Inc. (NASDAQ:BCOV) is a leading global provider of powerful cloud solutions for delivering and monetizing video across connected devices. The company offers a full suite of products and services that reduce the cost and complexity associated with publishing, distributing, measuring and monetizing video across devices. Brightcove has more than 5,500 customers in over 70 countries that rely on the company’s cloud solutions to successfully publish high-quality video experiences to audiences everywhere. To learn more, visit www.brightcove.com.

For more information about this report, contact [email protected].

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http://contentmarketinginstitute.com/chief-content-officer/

http://www.contentmarketinginstitute.com/research

http://contentmarketinginstitute.com/the-essentials-of-a-documented-content-marketing-strategy-36-questions-to-answer/


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