40+ Incredible Content Marketing Statistics for 2020

40+ Incredible Content Marketing Statistics for 2020 1

Even though businesses have been using some form of content marketing for hundreds of years, the digital age has seen this type of advertising strategy explode. People are now consuming more information than ever before, and all content marketing statistics show the trend will only continue to rise. 

This indicates that: 

Engaging marketing strategies will be an even bigger priority for companies around the world. A vast majority have already adapted to the changing times and now create various types of content to promote their products, but the possibilities still seem endless. New and emerging technologies are always threatening to disrupt and change the playing field, so no serious business can grow too comfortable and risk getting left behind.

To show you the true scale and importance of content creation, we researched the newest available data and pulled out the best facts and most telling marketing statistics about its impact on our world.  

Top Statistics About Content Marketing – Editor’s Choice

  • 72% of marketers have reported that content marketing has quantifiably improved prospect engagement.
  • Reports show that over 90% of marketers use digital content to approach their customers.
  • 65% of marketers struggle with creating engaging and Google-loved content.
  • Small businesses with blogs get 126% higher lead growth than small businesses without blogs. 
  • In 2018, 75% of marketers reported using tech to acquire insight into the performance of their content.

Audience Behavior Statistics


1. 71% of B2B buyers consume blog content during a purchase.

(Demand Gen)

This statistic represents a 5% increase compared to last year, when 66% of surveyed people answered the question positively. It’s a huge jump for a single year, which indicates that buyers are doing more product research than ever before.

2. Around 20% of US customers are mobile-only users.

(Pew Interest)

Optimizing your content for mobile devices is essential, especially when you want to target younger audiences. The stats on content marketing point to a discrepancy between older and younger customers who are increasingly turning to smartphones for all their digital needs.

3. 66% of B2B customers strongly agree that companies should make it easier to access their content.

(Demand Gen)

While marketers have certainly made strides in creating engaging content for the customers to go through, it is obvious that there are still a lot of issues with the services they offer. The latest B2B content marketing trends, statistics and insights indicate that well designed platforms with smoother user experience have a great chance to attract new buyers in the coming years.

4. 26% of adults in the US say that they are constantly online.

(Pew Research)

The rise of smartphones has greatly affected the average time people spend on the internet. Content marketing stats from 2015 show the number of adults in the US who claimed to always be online was 21%, which suggests a constant upward trend. In fact, the newest research shows over 77% of adults go online at least once a day.

5. 90% of buyers are willing to engage the salesperson earlier in the purchasing process.

(CSO Insights)

Customer relations are something that’s been pushed aside by big companies, which focus on AI-assisted self-service options without much contact with the buyer. This is in stark contrast with actual customer wishes. What’s more, it can prove to be a big advantage in content marketing effectiveness for businesses that offer a more personalized service.

6. Mobile searches for “best” have grown over 80% in the past two years.


According to content marketing statistics for 2019, people are buying more and more via their mobile devices and becoming obsessed with research at the same time. This is especially true for items that at first glance may seem of less importance to some. In fact, in that same period of time, searches for “best toothbrush” have grown 100%, while searches for “best umbrella” have gone up 140%.

7. 32% of US adults listen to podcasts monthly.

(Edison Research)

Overall, 20 million additional people have listened to at least one podcast compared to last year’s numbers. Content marketing facts show 90 million people are monthly listeners, while over 60 million adults listen to podcasts on a weekly basis. This makes any platform that host podcast content the perfect place to incorporate new marketing strategies.

8. The average American listens to more than 17 hours of online audio content each week.

(Edison Research)

The research shows the percentage of Americans who listen to online radio or stream audio content has grown from 33% in 2012 to a staggering 66% in 2019. For the first time ever, over half the population has listened to an audiobook, proving how valuable this sort of content can be for marketers.

9. 40% of B2B buyers consume three to five pieces of content before reaching out to the salesperson.

(Demand Gen)

The most researched content types when it comes to B2B shoppers are case studies, white papers, and blog posts. Statistics in marketing show people are relying more on content for their research, with the tendency to focus on content that focuses on ROI (Return on Investment) and business tactics.

10. On average, people retain 10% of audio information after three days, but this number grows to 65% if that information is paired with a relevant image.

(Brain Rules)

This is why most US marketers are pushing for more visual components in their digital content. In fact, more than 50% of B2B marketers believe creating visual content is the priority of their digital marketing strategy.

Content Marketing Strategy Statistics


11. 84.5% of US companies with at least 100 employees utilized digital content marketing strategies in 2019.


The number is slightly higher for B2B companies, as 87% will adopt digital content marketing this year. However, the growth rate of adoption remains low either way. In fact, the overall percentage of US companies that use this type of marketing strategy has risen by just 1% in the past two years.

12. Marketers who prioritize blogging efforts are 13 times more likely to see positive ROI.


It is no surprise, then, that the majority of marketers state blog creation is their key content marketing tactic. According to recent online marketing statistics,blogs are still one of the most shared types of content, even though video has surpassed it in recent years.

13. 63% of marketers plan to increase their YouTube marketing.

(Social Examiner)

As we said, video content has become an essential part of any serious marketing strategy, so much so that it’s prioritized by over 60% of marketers in the US. With the popularity of YouTube and video streaming platforms like Twitch, this number is bound to go a lot higher in the next few years.

14. 96% of the most successful content marketers believe their customers view them as a credible and trusted resource.

(Content Marketing Institute)

B2B content marketing statistics like this one prove that the strategy of gaining customer trust by providing valuable information builds strong bonds and indicates long-term success. This approach is so prevalent that over 90% of top B2B marketers choose their audiences’ information needs ahead of their company’s sales message.

15. 33% of B2C marketers have a documented content marketing strategy.

(Content Marketing Institute)

A documented content marketing strategy can prove to be an invaluable asset to any company out there, but only a third of surveyed firms claimed to have it. 44% of the surveyed B2C companies said they had the strategy, only not documented, while 22% planned to add it in the next 12 months.

16. 79% of B2C marketers use content marketing to create brand awareness.

(Content Marketing Institute)

The second and third most common answers were building customer trust (67%) and educating the audience (65%). B2C content marketing statistics yet again prove that marketers are increasingly interested in using content marketing strategy to create loyal customers.

17. By the end of 2019, 80% of all internet traffic worldwide will be video.

(Media Post)

The research done by Cisco shows over 70% of consumers globally watch digital video content at least once a day, with marketers spending $10 billion per year on digital video advertising. This number is set to increase drastically as content marketing strategy moves further toward video.

18. The average percentage of total marketing budget spent on content marketing by B2B companies is 26%.

(Content Marketing Institute)

Content Marketing Institute statistics show the gap between what the most and least successful B2B companies spend on content marketing is extremely wide. The most successful marketers spend 40% of their marketing budget while the least successful ones spend only 16%, proving the real value of content marketing.

19. Content marketing strategies generate over 400% more leads per $1000 within 36 months compared to paid search campaigns.


The research showed that, for medium and large businesses, marketing costs dropped by 41% when they switched to content marketing. What’s more, the average customer acquisition cost for a large company dropped from $108 to $64 per lead when it switched to content marketing.

20. Only 9% of B2C marketers believe their organization’s proficiency with the use of content marketing technology is on an expert level.

(Content Marketing Institute)

A further 40% of marketers describe their organization’s proficiency as intermediate, so most companies are starting to see early success with the technology.

General Content Marketing Statistics


21. Social media ad spending in 2019 was expected to be over $98 billion.


Creating well-optimized content for mobile is more important than ever, as smartphones are overtaking the technology market. In fact, only $20 billion in ad spending came from desktop users in 2019, while an incredible $78 billion comes from mobile devices.

22. Over 7 million businesses use paid advertising on Facebook.


Facebook remains the top choice for marketers around the world, whether for local businesses or big international brands. Internet marketing statistics show the platform’s advertisement options are getting more mature, with 2 million companies using the stories feature to market their services and products in 2018.

23. In 2018, YouTube generated $3.6 billion in video ad revenues in the US.


This represents an impressive 17.1% increase from 2017, even after numerous controversies with user demonetization and limited advertisement issues that continue even today. Youtube ad revenue now makes up for 11% of Google’s overall net revenue in the US, which indicates that the company will most likely do anything to make sure advertisers stay happy.

24. Instagram earned an estimated $6.84 billion in ad revenue in 2018.


This is almost doubling the figures from the year before, where Instagram brought in $3.64 billion in ad revenue. Content marketing statistics from 2018 prove that mobile advertisements are becoming more and more impactful. What’s more, Instagram is rising to possibly overtake its competitors as the top social network for marketers.

25. 68% of B2C marketers used and developed social media stories to distribute content.

(Content Marketing Institute)

Stories have become the feature of choice for most B2C marketers, as they prove to be the most effective way to engage the audience. Long-form content, such as articles and guides, is now at second spot with 57%, while video snippets are the third most common method of choice at 52%.

26. Pinterest earned in $755.9 million in US ad revenues in 2018.


This represents a sharp increase compared to content marketing statistics from 2017, where Pinterest earned $472.8 million in ad revenue. This year, the company expects to pass the one-billion mark. With the constant increase in users, it seems like the best days of advertising on Pinterest are yet to come.

27. 69% of B2C marketers increased their social media usage for content marketing compared to 2018.

(Content Marketing Institute)

The same study done by the Content Marketing Institute found that only 5% of surveyed marketers decreased their usage of social media in that period of time. 23% of marketers claimed their usage remained the same as before.

28. 28.3% of all US marketers used Snapchat in 2018.


Statistics about content marketing show Snapchat is steadily rising in the US market, earning $660 million in ad revenue in 2018, which is an 18.7% increase compared to the year before. Since the average Snapchat user opens the app 19 times a day, this makes it the perfect place for in-app advertisements.

29. Email marketing is the most effective way to promote your content, with an ROI of $40 for every dollar spent.


As spam filters evolve and the level of spam emails continues to drop to historic lows, advertising content via email has never been as profitable as it is now. Content marketing statistics about ROI say 59% of B2B marketers state email is their most effective channel in terms of revenue generation.

30. Videos added to email content can increase click rates by 300%.


The same study also found that interactive email content leads to 73% increase in the click-to-open rate. Adding GIFs, animation, collapsable menus, and other interactive features can lead to higher engagement with the content and also increase revenues.

31. 57% of B2C marketers expected their content marketing budget to rise in 2019.

(Content Marketing Institute)

What’s more, 29% of marketers who plan to increase their content marketing budget expect an increase of over 9%. Content creation takes the lion’s share.

32. 54% of B2C content marketers say their organization’s level of content marketing is extremely successful.

(Content Marketing Institute)

Of all the businesses surveyed, a staggering 74% said their level of success is higher than that of the previous year. Content marketing success statistics show only 3% of marketers said they were somewhat less successful than in 2018.

33. 88% of marketers are satisfied with the ROI of their video marketing efforts on social media.


Results from video content marketing statistics show 93% of marketers landed at least one new customer directly because of their social media video content. This type of content has become so important that video creation skills are increasingly being sought after when hiring for a new marketing position.

34. 45% of consumers discovered brands on social media through video ads.


This makes video ads the number one way consumers discover brands, while recommendations from friends come in second place with 31%. Visual content marketing statistics give third and fourth spots to Facebook Groups at 30% and sponsored influencer posts at 29%.

35. Long-form content outperforms shorter content by over 40%.


The research shows that Google favors pages with rich content. So, if you’re focusing on blogging and written content marketing, it’s best to keep the word count on your page above 2,000. According to the content marketing SEO statistics collected by QuickSprout, it looks like the ideal word count is somewhere above 2,400.

36. 94% of B2B content gets zero external backlinks.


Backlinko’s study included over 912 million blog posts. It’s a clear indicator that building links through content marketing is more challenging than ever before. Businesses increasingly need to do things like guest blogging and HARO to gain external links to their website.

37. The content marketing industry will be worth $412 billion by 2021.

(The Drum)

The projected annual growth of the industry will be around 16%, which is set to represent an incremental growth of over $217.3 billion in the period from 2016-2021. Content marketing is already the best way to engage consumers, and the number of companies using content marketing statistics to improve their services is on a constant rise.

38. 32% of businesses are planning to outsource their digital marketing efforts.

(The Manifest)

Content marketing spending statistics show companies are increasingly outsourcing work because they simply lack the time and expertise to manage their marketing strategy in-house. Having a freelancer or off-site agency that is much more knowledgeable about content marketing can prove to be an invaluable asset.

39. 60% of marketers reuse content 2-5 times but only 29% actually have a strategy for doing so.


Repurposing older, successful content is a smart strategy, so much so that 45% of businesses use automated marketing repurpose for their content on a regular basis. The problem is, however, that in most cases there is no real strategy to this, and a lot of good opportunities for improvement get wasted.

40. 54% of consumers want to see more video content from a brand or business they support.


Statistics about visual content marketing point to an insatiable hunger for information. This represents a great opportunity for marketers, especially those who produce quality video content and impactful advertisements. This upward trend will very likely continue well into the future, as video looks to become even more popular than it already is.


The digital marketing industry is rapidly expanding and evolving into a dominant force in the advertisement world.

However, we’re not at peak level just yet. Most B2B and B2C marketers are finding it hard to catch up with the latest technological advancements and consumers’ rising standards. This is why industry trends are moving to freelancers and outsourced agencies for content creation, and experts are in high demand.

This is huge – the facts and marketing stats we gathered show a clear move toward mobile devices and video creation as the main targets for digital advertising in the coming years. Visual marketing is set to experience another big boom with emerging Augmented and Virtual Reality gadgets. But as for now, the main focus lies on social network stories and YouTube videos.

Bottom line, the emergence of podcasts and audiobooks is disrupting the old and tried advertising methods. Their popularity has exploded in just a few years. All the content marketing statistics we found point to audio as a major battleground between businesses seeking to attract new customers to their brands.

Ivana is a staff writer at SmallBizGenius. Her interests during office hours include writing about small businesses, start-ups, and retail. When the weekend comes, you can find her hiking in nature, hanging off of a cliff or dancing salsa.