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Four in five marketers in Australia use content for marketing purposes this year, according to research. And many are using paid ads to get their content out there.
Search was the most-used paid channel for distributing marketing content, according to August 2015 polling by the Content Marketing Institute (CMI) and Association for Data-Driven Marketing & Advertising (ADMA). The survey, sponsored by made by Fairfax Media, also found that search was the most effective paid distribution channel for content. Respondents were almost equally likely to say they used search as they were to say it worked well for them.
That was less true of social media ads, however. Social ads were the No. 2 paid distribution channel in terms of usage, at 66% of content marketers in Australia. But just 56% rated them a 4 or 5 on a 5-point effectiveness scale.
There were even more significant disparities between usage and effectiveness when it came to print and other offline channels (63% vs. 39%) and traditional digital banner ads (55% vs. 34%).
The biggest priority for content marketers in Australia is creating more engaging content—though better understanding what works and what doesn’t is also part of the plan for 55% of respondents.
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