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In Australia, Content Marketing Takes Center Stage

B2Bs vs. B2Cs have varied content tactics and goals

March 8, 2013 | Advertising & Marketing | B2B

Marketers in Australia have embraced content marketing wholeheartedly. According to a January survey by the Content Marketing Institute and the Association for Data-Driven Marketing & Advertising, nearly every business-to-business (B2B) marketer (98%) reported using content marketing, and just about nine out of 10 business-to-consumer (B2C) marketers did so as well.

And these marketers aren’t done putting money behind the tactic. Three out five said they planned to increase their content marketing spending, with 12% planning to “significantly increase” expenditures. Only 2% reported any plans to decrease spending.

B2B and B2C Marketers in Australia Who Use Content Marketing, Jan 2013 (% of respondents)

The content marketing tactics marketers primarily focused on in Australia were written content such as articles on the website and e-newsletters, as well as posts on social media. Breaking down usage by B2Bs vs. B2Cs, the study found that B2C marketers were more likely to incorporate mobile apps and mobile content, as well as print magazines and newsletters into their content marketing mix. B2B marketers were more apt to focus on educational materials such as case studies, white papers and webinars.

These areas of focus make sense given marketers’ goals. B2B marketers were primarily interested in using content marketing to create brand awareness. Information-heavy materials like newsletters and white papers can lure new prospects in and help them get to know a company’s offerings. Meanwhile, B2Cs said their No. 1 content marketing goal was customer retention and loyalty. Mobile apps are likely to excite customers and keep them tuned in.

Content Marketing Tactics Used by Content Marketers in Australia, Jan 2013 (% of respondents)

The study also looked at content marketing tactics used in the UK and US, where it is also increasingly popular. Australia led in its use of in-person events but lagged behind in marketers’ use of webinars and videos.

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