Content Marketing Statistics Australia

Content marketing is becoming a vital component of every SEO strategy in Australia. With more users and brands turning to mobile, the amount of digital content is dramatically growing.

To make sure your message stands out from the crowd and reaches your desired audience, we rounded up the top content marketing statistics for Australia.

Read on to know more about the pulse and trends that can help your brand go the extra mile in content marketing and SEO.

1. 64.3% of Australian Brands Changed Their Content Marketing Strategy During the Pandemic

A market study by Venngage revealed that more than 64% of small and medium Australian businesses recalibrated their content marketing according to changes brought about by the global health crisis.

On the other hand, about 36% said they don’t have to realign their techniques amid the COVID-19 pandemic.

2. The Influencer Industry Broke Past $9 Billion in 2020

Video content marketing is an ever-growing engagement strategy, and it’s seeing a surge of sensations and internet celebrities. With such growth, the influencer industry grew to over $9.7 billion last year.

Moreover, large digital brands and companies are partnering with micro-influencers three-fold compared to 2016. This growth led to the average earning per $1 reaching approximately $5.80.

3. Creators Spend About 5 Hours Developing New Content

About 36% of content creators reported consuming about 5 to 10 hours of developing visual marketing content. Another 28.5% takes 10 to 20 hours to produce new content for SEO and digital marketing.

4. Visual Media Content is Dominating the Industry

Most Australian digital brands reported that over 91% of their content includes visual elements and graphics. About 21% of respondents claimed to have used visual content for 80% of their website content, while 7.1% used images, videos, and graphs for 81%-90% of their pages.

Furthermore, roughly 42.9% of brands incorporate stock photos with their content. 28.6% of respondents utilise original design for content marketing, while only 14.3% visualise their content and insights through charts and infographics.

Let’s not forget about video content, a rapidly increasing form of media. Yet only 7.1% of brands are using it on their pages.

5. 84% of B2B Companies Outsource Content Marketing

A Smart Insights study showed that roughly 84% of B2B brands rely on content creation and marketing outsourcing. Moreover, visual content such as charts, infographics, and others are growing by 56% compared to last year.

6. Original Content is Most Effective in Achieving Digital Marketing Goals

More than half (57%) of digital brands in Australia reported that using original content and infographics helped them achieve their goals better than stock photos (7.1%).

Video content (in this section as mentioned multiple times) and moving presentations ranked second, followed by visual data and charts at 14.3%.

7. The Race for Content Marketing Led Brands to Spend 30% of Their Budget

Many Australian brands are investing in the rapidly growing content marketing industry. That’s why about 36% of brands spend as much as 21%-30% of their marketing budget on content marketing.

About 7.1% allocate approximately 10% of their marketing budget to publish new content and update and refresh old content. These figures are far from 28.6% of companies spending 11%-20% on content marketing in 2020.

Moreover, market changes and digitalisation caused by the pandemic drove brands to increase their content marketing spending by 10%. Roughly 7% estimate their budget spending to be as high as 70% in 2021.

8. Visual Content is Crucial for More than 71% of Australian Brands

The same study by Venngage showed that 71.4% of Australian brands say that visually appealing content and data are vital to their overall digital marketing strategy.

Additionally, 28.6% believe that visual content is helpful but not very significant for digital marketing. The data implies that in 2021, nobody thinks visual content is useless for content marketing.

9. Social Media Content Dominates as the Type of Content for B2B Marketers

Out of the three most prominent content types, social media content ranks as the most effective medium for content marketing at 95%. Blog posts and short articles rank second at 89%, while newsletter and email marketing fall third at 81%.

10. 28.6% of Australian Brands rely on In-House Content Developers

Out of 200 digital brands and marketers, 28.6% rely on an in-house team to produce content. On the other hand, 35.7% use online tools and services, while 21.4% use professional software to design and visualise content.

Hiring freelance designers is still a considerable choice, as 14.3% of the respondents rely on them to develop content.

11. Over Half of Brands Say Blog Content is a Marketing Priority

An industry study showed that 55% of B2C businesses focused on blog content development in their overall digital marketing strategy. That’s because brands that focus on blog content and other marketing efforts are 13 times more likely to experience positive ROI than others who don’t.

12. 21.4% of Businesses Leverage Social Media Content

Roughly 35.7% of brands rely on blog posting for content marketing. But out of those who responded, 21.4% are leveraging Facebook as a primary channel. About 14.3% use Instagram, LinkedIn, and their website’s landing pages.

13. 7% of Marketers Publish Content More Than 5 Times Weekly

More brands are hopping into content marketing for SEO and digital marketing strategies. With that, marketers and content writers are taking more time to build compelling content for their audiences.

About half of the respondents produce 2 to 5 content materials weekly, while roughly 36% publish up to 10 times in the same period. Some brands, however, ramp up on content marketing, as 7.1% post new visual content more than 10x a week.

Final Thoughts

Content marketing is becoming a significant industry in Australia and globally. Brands wanting to expand their reach to broader audiences, age groups, and geolocation leverage search engine optimisation and a remarkable content marketing strategy.

Small and medium enterprises (SMEs) who want to crack the competition and rank on top of Google SERPs will primarily benefit from data-driven and bespoke SEO services. That’s why you need a proven and trusted SEO agency to ensure your content reaches your audience amid algorithm updates and the volatile industry.