Fitting content marketing into the advertising mix is proving difficult for many businesses.
Whether content writing, copy writing or other forms of media such as videos to infographics, content right is a struggle for companies in the UK and in Australia.
The Association for Data-driven Marketing and Advertising (ADMA) and content agency Edge discussed the findings of the Content Marketing in Australia: 2013 Benchmarks, Budgets and Trends report at a recent roundtable, B&T reports.
So what are the challenges for businesses?
According to the magazine, the top five are structuring for success, delivering to one vision, C-level buy-in, distribution challenges and effective measurement.
For a content writing agency, the challenge is communicating the benefits of content marketing to businesses.
But both sides need to act together to draw on all the potential benefits.
"The future of marketing is content marketing," explained ADMA CEO Jodie Sangster.
"The convergence of data, technology, new consumer consumption habits and digital distribution mean the business case for content marketing has never been more compelling."
Content Marketing in Australia: 2013 Benchmarks, Budgets and Trends overview
Overall, 96 percent of Australian marketers use content marketing:
Australian business-to-business (B2B) marketers (98 percent) use content marketing more often than their North American B2B peers (91 percent) do.
Australian business-to-consumer (B2C) marketers (89 percent) use content marketing more often than their North American B2C peers (86 percent) do.
Australian marketers use an average of four social media platforms to distribute content – Facebook and LinkedIn are the most popular.
British businesses are adopting content marketing strategies at a similar rate.
Nine in ten (94 per cent) of UK marketers have adopted content marketing, with the figure rising to 97 per cent among B2C marketers, according to the — Content Marketing in the UK: 2013 Benchmarks, Budgets, and Trends — conducted by the Content Marketing Institute (CMI) and the Direct Marketing Association UK (DMA).
On average, 27 per cent of marketing budgets in the UK are allocated to content marketing and this figure will only rise. In Australia 25 percent of marketing budgets are allocated to content marketing.
Two-thirds (64 per cent) say they will increase the amount they allocate to content marketing over the next 12 months.
In Australia, 21 percent of Australian marketers say producing the kind of content that engages is their biggest challenge.
For British businesses, the biggest challenge for marketers is producing enough content and creating engaging content strategies.