CMO reported a new survey last week that found:
93 per cent of organisations will either maintain or increase resources allocated to content marketing in the next financial year.
Only 18 per cent of Australian organisations have someone with ‘content’ or ‘content marketing’ in their title even as 93 per cent look to invest in content marketing next year.
One-quarter of respondents are relying on a content agency to fuel content marketing activities, and 60 per cent are using in-house resources.
The type of content gaining the most investment is video (48 per cent), followed by case studies (40 per cent), infographics (28 per cent) and whitepapers (26 per cent). Over the next year, blogging came up trumps as the most popular tactic for further investment (44 per cent), followed by video (36 per cent) and thought leadership (35 per cent).
The most popular metrics for measuring the return on investment on content marketing is website traffic (63 per cent), followed by conversion metrics such as leads (54 per cent), sales (41 per cent), social shares (40 per cent) and comments (41 per cent).