Off the back of the release of the Content Marketing Institute’s annual Aussie Benchmarks, Budgets and Trends report, our magnificent MD, Bobbi Mahlab, caught up with content marketing ‘Godfather’ Joe Pulizzi and ADMA CEO Jodie Sangster to discuss the state of content marketing Down Under.
The trio linked up using video app Blab to dissect one the regional report’s more contradictory findings: Compared with last year, a greater percentage of marketers have a documented content marketing strategy – a pivotal marker of success – yet overall effectiveness rates are on the decline.
“It’s concerning,” says Joe Pulizzi, founder of the Content Marketing Institute. “What do we do with statistics that show that [Australian marketers] are doing the right things but not seeing success?”
How does one get to the bottom of a conundrum of this calibre? Find out by watching the full Blab conversation here: