Content is king as WA business gets creative

Content marketing has overtaken mobile responsiveness as the top digital priority for WA businesses, a survey of digital marketing has found.

Bang Online’s second annual WA Digital Marketing Report, released this week, found almost 52 per cent of respondents planned to use content marketing this year, with 42 per cent set to develop video content.

The survey of 206 businesses also showed WA companies, whether large or small, had increased spending on digital marketing in 2015.

Medium-sized companies had increased spending on digital by an average of 24 per cent.

Bang Online business development manager Brendan Collins said the businesses reported digital marketing had driven results and provided ongoing insights into performance.

“Many have engaged in digital practice for some time now, they are much more familiar and comfortable with the online arena,” he said.

But the survey also revealed almost 10 per cent of businesses do not measure whether their digital marketing is actually providing a return on investment.

Mr Collins said the situation “isn’t ideal”.

“Most of the time, however, this is due to simply not having an understanding of the metrics and insights, which is most understandable,” he said.

“My advice would be to engage more with your agency to understand what the analytics mean, and how your initiatives can be continually optimised to perform at their best.”

The survey found uptake of social media across WA businesses had risen from 76 per cent in 2013 to almost 91 per cent in 2015, with 75.2 per cent on Facebook, 63 per cent on LinkedIn and 54 per cent on Twitter. Facebook remarketing was the second most popular digital marketing trend, with almost 47 per cent of surveyed companies planning to use it in 2015.

But the key trend for this year was the production of quality content. Mr Collins said WA businesses were starting to understand the production of content needed to be consistent, original and engaging. Mr Collins said that finding was in line with international trends.

However, he said he believed the immediate future would see WA businesses place more emphasis on tailored user experiences, including on mobile and advertising.