SYDNEY: Four out of five Australian marketers are creating more content in 2013 than they did last year, but only half are following a documented strategy, a new study has found.

A survey by the Content Marketing Institute (CMI) and the Association for Data-driven Marketing and Advertising (ADMA) polled 159 Australian organisations representing a full range of industries, functional areas and organisation sizes, and found that, of the 93% of respondents using content marketing, 81% had increased the amount produced this year.

Some 52% had a documented content strategy, more than similar surveys had found in North America (43%) and the UK (42%).

Joe Pulizzi, founder of the Content Marketing Institute, noted that Australian, North American and UK marketers had all produced more content over the last year but said Australian marketers had increased their output the most.

"Content marketing has clearly taken hold in Australia,” he said, referencing the level of documented strategies.

Further, the survey said that 69% of Australian marketers intended to increase their content marketing budgets in the coming year, compared to 58% in North America and 56% in the UK.

This was an indicator, said Jodie Sangster, ADMA CEO, that “they are beginning to see how content marketing can benefit clients, consumers and the bottom line".

Australian marketers used an average of 13 content marketing tactics, with articles on their own websites (84%), social media other than blogs (84%), eNewsletters (82%) and blogs (80%) the most common.

Articles on other websites (72%), videos (71%), case studies (70%) and in-person events (64%) were also popular.

Among social media platforms, LinkedIn was the most used, with 86% of respondents distributing content here, followed by Facebook and Twitter, both on 79%.

They also felt that LinkedIn was the most effective platform, as 52% using it rated it four or five on a five-point scale. Slideshare and YouTube both scored 49% on this metric, followed by Twitter on 45% and Facebook on 43%.

A session at an ADMA conference in Sydney earlier this year highlighted how three leading brands – Telstra, Samsung and AFL Media – were implementing content marketing strategies in Australia, including the creation of a brand newsroom and becoming broadcasters. Warc subscribers can read the details here.

Data sourced from Content Marketing Institute; additional content by Warc staff