Content Marketing in

Australia 2015:
Benchmarks, Budgets, and Trends
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TABLE OF CONTENTS

 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

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WELCOME

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.
Joe Pulizzi
The findings this year point to experimentation with content marketing tactics. For Founder
example, we found that fewer marketers are using blogs, but at the same time the Content Marketing Institute
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.

Jodie Sangster
Yours in content, Chief Executive Officer
The Association for
Joe & Jodie Data-driven Marketing
and Advertising

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USAGE & OVERALL EFFECTIVENESS
Does your organization
use content marketing?
89% say yes

Percentage of Australian Respondents Last year, 93% of Australian respondents said

they use content marketing. Back then, we
Using Content Marketing defined content marketing as the “creation and
distribution of educational and/or compelling
content in multiple media formats to attract and/

11% or retain customers.”

No 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
89% defined audience—and, ultimately, to drive
Yes profitable customer action.”

The new definition—crafted by Content

Marketing Institute in early 2014—better reflects
how content marketing has grown from the mere
Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA “creation and distribution” of content to a formal
business discipline.

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USAGE & OVERALL EFFECTIVENESS
Overall, how effective is
your organization at
content marketing?
How Australian Marketers Rate the
Effectiveness of Their Organization’s 29% say they are effective
Use of Content Marketing
Note: For purposes of our annual survey,
we define effectiveness as “accomplishing
your overall objectives.” Those who rate their
5 Very Effective 5%
organizations a 4 or 5 (on a scale of 1 to 5, with
5 being “Very Effective” and 1 being “Not at all
4 24%
Effective”) become our “most effective” or “best-
in-class.” The 1s and 2s are considered “least
3 50%
effective,” while the 3s are neutral.

2 18% Last year, 33% of Australian marketers said they

were effective. Having a documented content
1 Not At All Effective 3% marketing strategy helps in this regard: 44% of
those who possess one say they are effective.
0 10 20 30 40 50

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

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STRATEGY & ORGANIZATION
Does your organization
have a content marketing
strategy?

Percentage of Australian Marketers 37% say they have a

Who Have a Content Marketing Strategy documented strategy
Last year, we asked marketers for the first time
Yes, and it is documented 37% whether or not they had a documented content
marketing strategy. The high percentage who
Yes, but it is not documented 46% said no (43%) left us wondering whether some
had a strategy but had simply not taken the
No 12% time to document it. So this year we worded
the question differently and discovered that
Unsure 5% 46% of marketers are using a verbal-only
strategy. The 37% who have documented their
0 10 20 30 40 50 strategy are more effective in nearly all aspects
of content marketing when compared with
Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
those who have not.

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STRATEGY & ORGANIZATION
How closely does your
content marketing strategy
guide your organization’s
content marketing efforts?
Percentage of Australian Marketers 40% say very closely
Who Say Strategy Guides Efforts
Having a strategy is one thing—following it
is another. The more effective the Australian
Very closely 40% marketer, the more likely it is that his or her
organization follows the strategy very closely
Somewhat 56% (65% of the most effective follow their strategy
very closely).
We rarely use it 3%

Unsure 1%

0 10 20 30 40 50 60

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

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STRATEGY & ORGANIZATION
Does your organization
have a dedicated content
marketing group?
39% say yes
Percentage of Australian Marketers Who This is a new question on our annual survey.
Have a Dedicated Content Marketing Group The most effective marketers are more likely to
have a dedicated group (54%) when compared
with the total sample (39%). The same is true
Yes, and it functions independently as its own unit 12% for those who have a documented content
marketing strategy (60%).
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%

0 10 20 30 40 50 60

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

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STRATEGY & ORGANIZATION
Which area in your
organization is accountable
for content marketing?
25% say product marketing
Areas Accountable for Smaller companies are more likely than larger
Australian Content Marketing ones to report directly to the owner/C-level.

6%
Product Marketing
11%
25% Owner/C-level
Demand Gen Marketing
7%
PR/Corporate Communications
12% 23% Social Team/Social CRM

Other
17% No one, Unsure, or No Answer

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

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GOALS & METRICS
How important is each
of the following content
marketing goals to your
Organizational Goals for organization?
Australian Content Marketing
87% say engagement
Engagement 87% is important
Brand Awareness 85% Note: Percentages shown represent marketers who
Lead Generation 79% rated each goal a 4 or 5 on a 5-point scale where
5 = “Very Important” and 1 = “Not at all Important.”
Customer Retention/Loyalty 78%
As they did last year, Australian marketers most
Sales 74% often cited engagement, brand awareness, and
lead generation as goals for content marketing.
Lead Nurturing 73%
Upsell/Cross-sell 62% The most effective Australian marketers place
higher importance on all the goals shown here
Customer Evangelism 59% when compared with the total sample.

0 10 20 30 40 50 60 70 80 90 Customer evangelism was a new option on the

survey this year.
Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA

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GOALS & METRICS
Which metrics does your
organization use to assess
content marketing success?
Metrics for Australian
Content Marketing Success 60% say website traffic

Website Traffic 60% Note: Fewer than 30% cited the following
metrics: Sales Lead Quantity (29%), Benchmark
Higher Conversion Rates 46% Lift of Company Awareness (29%), Inbound
Sales 46% Links (28%), Benchmark Lift of Product/Service
Awareness (21%), Customer Renewal Rates (19%),
SEO Ranking 39% and Cost Savings (8%).
Time Spent on Website 38%
Regardless of how effective they are at content
Sales Lead Quality 37% marketing, Australian marketers cite website
traffic as the metric they use most often to
Qualitative Feedback from Customers 37% gauge content marketing success. Website
Subscriber Growth 32% traffic topped this list last year as well.

0 10 20 30 40 50 60 70

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

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GOALS & METRICS
How successful is your
organization at tracking
How Australian Marketers Rate the ROI of its content
marketing program?
Their Organization’s Success
at Tracking ROI 20% say they
are successful
5 Very Successful 5%
As these percentages show, many Australian
4 15% marketers have a difficult time tracking ROI.
Having a documented content marketing strategy
3 32%
helps, though, as 33% of those who possess one
are successful in this area, compared with the
2 24%
20% average for the total sample.
1 Not At All Successful 9%
We Do Not Track 13%
0 10 20 30 40 50

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

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CONTENT CREATION & DISTRIBUTION
Compared with one year
ago, how much content is
your organization creating?
74% are creating more
Change in Australian Content Creation
(Over Last 12 Months) This percentage decreased from last year, when
2% 81% said they were creating more content.
4% Significantly More

More Of the total sample, however, the marketers

18% 32% Same Amount
who have a documented content marketing
strategy reported an increase (87% say they are
Less
creating more content).
Unsure

42%

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

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CONTENT CREATION & DISTRIBUTION
How many different
audiences does your
organization target
Number of Audiences with separate content
that Australian Marketers Target marketing strategies?
The average number is 4
10+ 7%
7-10 5% In general, the larger the Australian
organization, the more audiences it targets.
4-6 29% Enterprise firms (1,000+ employees) target
an average of 5.
2-3 45%
1 5%

Unsure 10%
0 10 20 30 40 50

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

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CONTENT CREATION & DISTRIBUTION
Which content marketing
tactics does your
Australian Content Marketing Tactic Usage
organization use?
Use of in-person events has
Social Media Content – other than blogs 86% increased, while blog usage
Articles on Your Website 85% has decreased
eNewsletters 83%
Average Number Used: 12
In-person Events 74%
Note: Fewer than 45% said they use the following tactics: Print
Case Studies 72% Magazines (43%), Branded Content Tools (40%), White Papers (40%),
Webinars (39%), Mobile Apps (38%), Digital Magazines (32%), Print
Videos 72% Newsletters (29%), eBooks (28%), Books (24%), Podcasts (22%),
Blogs 68% Virtual Conferences (20%), and Games/Gamification (15%).

Illustrations/Photos 66% Australian marketers are using fewer content marketing tactics,
on average, than they did last year (12 this year vs. 13 last year).
Infographics 61% The same three tactics top the list of most widely used: social
media content (other than blogs), articles on your website, and
Microsites 54% eNewsletters.

Online Presentations 47% 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
Research Reports 45% increased (from 58% last year to 62% this year).

The biggest increases in usage have been with:

0 10 20 30 40 50 60 70 80 90 100 • Infographics (43% last year vs. 61% this year)
• In-person Events (64% last year vs. 74% this year)
Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA • Microsites (48% last year vs. 54% this year).

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

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CONTENT CREATION & DISTRIBUTION
How effective are the
following tactics that
Effectiveness Ratings you use?
for Australian Tactics
65% say in-person events
In-person Events 65% are effective
eNewsletters 62%
These are the 10 tactics that Australian
Blogs 62% marketers find most effective.
White Papers 61%
Enewsletters, which came in first last year at
Microsites 57% 73%, decreased to 62% this year. In-person
Case Studies 57% events stayed about the same (66% last year).
Social Media Content – other than blogs 53%
Research reports decreased from 63% last
Videos 53% year to 50% this year. Videos decreased from
62% to 53%.
Articles on Your Website 52%
Research Reports 50% White papers and microsites are both new to
0 10 20 30 40 50 60 70 80
the top 10 effective list this year.

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

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CONTENT CREATION & DISTRIBUTION
Which social media
platforms does your
organization use to
Australian Content Marketing distribute content?
Social Media Platform Usage
83% use LinkedIn
LinkedIn 83%
Average Number Used: 6
Facebook 81%
Twitter 79% Note: Fewer than 25% said they use the following
platforms: Vimeo (24%), SlideShare (23%), Flickr
YouTube 70%
(13%), Tumblr (10%), StumbleUpon (8%),
Google+ 59% Foursquare (8%), SnapChat (7%), and Vine (6%).
Instagram 33%
Last year, Australian marketers used an average
Pinterest 31%
of 5 social media platforms, compared with
Vimeo 24% 6 this year.
SlideShare 23%
The percentages shown here are similar to last
0 10 20 30 40 50 60 70 80 90 100 year’s with one notable exception: usage of
Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA Google+ has increased by 12 percentage points
(47% last year vs. 59% this year).

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CONTENT CREATION & DISTRIBUTION
How effective are the
social media platforms
that you use?
Effectiveness Ratings for 57% say LinkedIn is effective
Australian Social Media Platforms
These are the 7 social media platforms that
LinkedIn 57% Australian marketers find most effective.

Twitter 53% The percentages shown here are fairly similar

YouTube 48% to those reported last year. The most notable
change is with Twitter (45% last year vs. 53%
Facebook 46% this year).
Instagram 31%
Pinterest 25%
Google+ 19%
0 10 20 30 40 50 60 70

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

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CONTENT CREATION & DISTRIBUTION
How often does your
organization publish new
content that supports
its content marketing
How Often Australian Marketers program?
Publish New Content 49% say daily or multiple
4% times per week
7% Daily
18% Multiple Times per Week 72% of the most effective Australian marketers
8% publish new content daily or multiple times per
Weekly
week, compared with 49% of the total sample.
Multiple Times per Month
15% 31% Monthly

Less than Once per Month

15%
Unsure

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

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CONTENT CREATION & DISTRIBUTION
Which paid advertising
methods do you use to
promote/distribute
content?
Australian Paid Advertising Usage
68% say they use search
Search Engine Marketing (SEM) 68% engine marketing (SEM)
Social Ads (e.g., LinkedIn ads) 63% Average Number Used: 4

Print or Other Offline Promotion 62% This was a new question on the survey.
The most effective content marketers were
Traditional Online Banner Ads 58% more likely than the total sample to say
they use online banner ads (65% vs. 58%),
Promoted Posts (e.g., promoted Tweets) 50% native advertising (54% vs. 42%) and content
Native Advertising 42% discovery tools (23% vs. 16%); their usage of the
other methods was fairly similar.
Content Discovery Tools 16%
In addition, there is a correlation between
company size and the number of paid methods
0 10 20 30 40 50 60 70
used. For example, small organizations (1-10
Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
employees) use an average of 3 paid methods,
whereas enterprise companies (1,000+
employees) use an average of 5.

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CONTENT CREATION & DISTRIBUTION
How effective are the
paid advertising methods
that you use to distribute
Effectiveness Ratings for content?
Australian Paid Advertising Methods
Australian marketers have
Search Engine Marketing (SEM) 61% the most confidence in
Print or Other Offline Promotion 42% search engine marketing
Social Ads (e.g., LinkedIn ads) 42% Note: Percentages shown represent marketers who
rated each method a 4 or 5 on a 5-point scale where
Promoted Posts (e.g., promoted Tweets) 40% 5 = “Very Effective” and 1 = “Not at all Effective.”

Content Discovery Tools 33%

Not only is search engine marketing (SEM) the
Native Advertising 33% paid method that Australian marketers use most
to promote content, it’s also the one they view as
Traditional Online Banner Ads 32% most effective.

0 10 20 30 40 50 60 70 The most effective Australian marketers are much

more likely to say print or other offline promotion
Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
is effective when compared with the total sample
(63% vs. 42%); they also look more favorably upon
social ads (52% vs. 42%).

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BUDGETS & SPENDING
Approximately what
percentage of your
Percentage of Total Marketing Budget organization’s total
Spent on Australian Content Marketing marketing budget (not
including staff) is spent on
content marketing?
100% 2%
75-99% 3% The average is 27%
50-74% 11% This figure remains the same as last year.
However, there are differences based on:
25-49% 13%
• Effectiveness—the most effective marketers
10-24% 21% spend 36% and the least effective spend 14%

1-9% 29% •

Strategy—those who have a documented
content marketing strategy spend 31%, those
0% 1% who have a verbal strategy spend 25%, and
those without a strategy spend 13%
Unsure 18% • Company size—enterprise companies (1,000+
employees) spend 19% and small companies
0 10 20 30 40 50 (10-99 employees) spend 28%
Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA

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BUDGETS & SPENDING
How do you expect your
organization’s content
marketing budget to
change in the next 12
Australian Content Marketing Spending months?
(Over Next 12 Months)
63% say they will increase
Significantly Increase 14% spending
Increase 49% Last year, 69% said they would increase
spending, compared with 63% this year.
Remain the Same 30%
73% of those who have a documented content
Decrease 1% marketing strategy plan to increase spending,
as do 70% of marketers who work for enterprise
Unsure 4%
companies (1,000+ employees).

0 10 20 30 40 50

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CHALLENGES & INITIATIVES
Challenges that Australian Marketers Face
Producing Engaging Content 50%
Lack of Budget 48%
Producing Content Consistently 46%
Measuring Content Effectiveness 44%
Gaps in Knowledge and Skills of Internal Team
Producing a Variety of Content 37%
Lack of Integration Across Marketing 35%
Lack of Buy-in/Vision from Higher-Ups 32%
Finding Trained Content Marketing Professionals 31%
Technology-related Challenges
0 10 20 30 40 50
Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
24
With regard to content
marketing, how challenged
are you with each of the
following?
50% say producing engaging
content is a challenge
Note: 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.”
37%
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.
26% The biggest increases are with finding trained content
marketing professionals (9% last year vs. 31% this
60 70 year) and lack of buy-in/vision from higher-ups (15%
last year vs. 32% this year).
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CHALLENGES & INITIATIVES

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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CHALLENGES & INITIATIVES

Better Understanding of What Creating More Better Understanding

Content is Effective—and What Isn’t Engaging Content of Audience

5% 5% 5%
4% 5% 6%

33% 58% 23% 67% 22% 67%

Now Within 12 Months Not a Priority No Answer

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

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CHALLENGES & INITIATIVES

Better Converting Organizing Content

Optimizing Content Website Visitors on Website

4% 6% 5%
8% 8%
7%

33% 55% 27% 60% 22% 65%

Now Within 12 Months Not a Priority No Answer

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

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CHALLENGES & INITIATIVES

Finding More/Better Ways

Measuring Content Marketing ROI Creating Visual Content to Repurpose Content

4% 4% 4%
9% 10% 11%

41% 46% 25% 61% 56%

28%

Tying Content to Business Goals

4%

12% Now Within 12 Months

Not a Priority No Answer
54%
30%

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

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COMPARISON CHART

Comparison of Most Effective vs. Least Effective

Australian Content Marketers Most Total Least
Effective Sample Effective

 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

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

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COMPARISON CHART

Documented vs. Verbal-Only

Content Marketing Strategy Documented Verbal
Strategy Strategy

 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

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

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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.

Size of Australian Company

Australian Industry Classification (by Employees) Australian Job Title/Function

11%
19% 4%
32% 22%
8%
37% 51%
11%
13%
10% 21% 25%
6% 13%
8% 9%

■ Advertising/Communications/ ■ Micro (Fewer than 10 Employees) ■ Marketing/Advertising/

Marketing/PR ■ Small (10-99 Employees) Communications/PR Management
■ Banking/Accounting/Financial ■ Midsize (100-999 Employees) ■ Corporate Management/Owner
■ Publishing/Media ■ Large (1,000+ Employees) ■ Marketing Administration/Support
■ Technology ■ Content Creation/Management
■ Consulting ■ Consultant
■ Education ■ Other
■ Other

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ABOUT

About Content Marketing Institute

Content 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 Advertising

The 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 Brightcove
Brightcove 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.

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