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Marketers lack vision and struggle to design effective content

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By Steven Raeburn, N/A

April 23, 2013 | 3 min read

A roundtable thinktank convened by the Association for Data-driven Marketing and Advertising and content agency Edge has concluded that marketers at Australia’s biggest companies are struggling to grip with where content marketing fits within the traditional business structure.

Fergus Stoddart of Edge: overcoming content concerns

The lacuna is hindering the effectiveness of their content marketing strategies, the session found.

The discussion was convened to discuss the recent report, Content Marketing in Australia: 2013 Benchmarks, Budgets and Trends.

“Many marketers are experiencing the same problems. For instance three-quarters of the participants said their business hadn’t clearly articulated a content marketing vision or they didn’t have a vision,” Edge Commercial Director, Fergus Stoddart said.

ADMA CEO, Jodie Sangster said the roundtable was designed to determine and address some of the key issues facing today’s content marketers.

“We started to review some of the big issues and the white paper that came out of the day will provide a framework within which to tackle everyday challenges and information that sparks new approaches,” she said.

The teams found that companies are struggling to use data to effectively personalise communications, and that standard metrics such as page views, content downloaded or content engagement don’t provide definitive ROI. They also found that most marketers focus on content creation while distribution is overlooked.

“The future of marketing is content marketing. The convergence of data, technology, new consumer consumption habits and digital distribution mean the business case for content marketing has never been more compelling,” said Ms Sangster.

Mr Stoddart said: “The white paper, along with the research undertaken by ADMA and the Content Marketing Institute, will help to strengthen the discipline of content marketing in Australia. The roundtable brought up many obstacles and barriers to truly leveraging the strength of content marketing and only by engaging in discussion with the industry will these be overcome.”

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