Businesses have been using some form of content marketing for hundreds of years, but 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. <\/p>\n\n\n\n
This indicates that engaging marketing strategies will be an even bigger priority for companies around the world. The 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.<\/p>\n\n\n\n
To show you the true scale and importance of content creation, we\u2019ve researched the newest available data and pulled out the best facts and most telling marketing statistics about its impact on our world.<\/p>\n\n\n\n
(Content Marketing Institute)<\/p>\n\n\n\n
Blogs are far from a dying breed<\/a>. Even in 2021, they – along with other social media content – worked to build brands up. But to keep the existing user base satisfied, newsletters are the way to go according to 24% of surveyed marketers.<\/p>\n\n\n\n (Pew Research)<\/p>\n\n\n\n Optimizing your content for mobile devices is essential, especially when you want to target younger audiences<\/a>. 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.<\/p>\n\n\n\n (DemandGen)<\/p>\n\n\n\n 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 a smoother user experience have a great chance to attract new buyers in the coming years.<\/p>\n\n\n\n (Pew Research)<\/p>\n\n\n\n Content marketing stats from 2015 show the number of adults in the United States who claimed to always be online was 21%, which suggests a constant upward trend. In fact, the newest research shows more than 77% of adults go online at least once a day.<\/p>\n\n\n\n (CSO Insights)<\/p>\n\n\n\n Customer relations have been pushed aside by big companies. Instead, many have opted for AI-assisted self-service options without much contact with the buyer. This is in stark contrast with actual customer wishes. What\u2019s more, it can be a big advantage in content marketing effectiveness for businesses that offer a more personalized service.<\/p>\n\n\n\n (Think with Google)<\/p>\n\n\n\n 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 may seem at first glance to be of less importance. In fact, in the same period of time, searches for \u201cbest toothbrush\u201d have grown 100%, while searches for \u201cbest umbrella\u201d have gone up 140%.<\/p>\n\n\n\n (Edison Research)<\/p>\n\n\n\n Overall, 20 million more people have listened to at least one podcast compared to last year\u2019s numbers. Content marketing facts show 90 million people are monthly listeners, while more than 60 million adults listen to podcasts on a weekly basis. This makes any platform that hosts podcast content the perfect place to incorporate new marketing strategies.<\/p>\n\n\n\n (Edison Research)<\/p>\n\n\n\n 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.<\/p>\n\n\n\n (DemandGen)<\/p>\n\n\n\n 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 concentrate on content that focuses on ROI (return on investment) and business tactics.<\/p>\n\n\n\n (Brain Rules)<\/p>\n\n\n\n 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 a top priority of their digital marketing<\/a> strategy.<\/p>\n\n\n\n (HubSpot)<\/p>\n\n\n\n Companies are more aware of the potential exposure and profit content marketing can bring to their brands. Among surveyed marketers, 60% said content marketing is very important for them, while fewer than 10% consider this form of marketing unimportant for their business.<\/p>\n\n\n\n (HubSpot)<\/p>\n\n\n\n It is no surprise, then, that the majority of marketers identify blog creation as 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 them in recent years.<\/p>\n\n\n\n (Social Media Examiner)<\/p>\n\n\n\n As we\u2019ve mentioned, video content has become an essential part of any serious marketing strategy, so much so that it\u2019s prioritized by more than 60% of marketers in the United States. With the popularity of YouTube and video streaming platforms like Twitch, this number is bound to climb a lot higher in the next few years.<\/p>\n\n\n\n (Content Marketing Institute)<\/p>\n\n\n\n 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 goes hand in hand with 78% of companies valuing creativity and showing their craft, thus proving there\u2019s a genuine care put into each piece of new content they publish.<\/p>\n\n\n\n 33% of B2C marketers have a documented content marketing strategy.<\/strong><\/p>\n\n\n\n (Content Marketing Institute)<\/p>\n\n\n\n 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 one. Thirty-eight percent of the surveyed B2C companies said they had an undocumented strategy, while 20% planned to create one in the next 12 months.<\/p>\n\n\n\n (Altimeter)<\/p>\n\n\n\n In just one year, B2C content marketing statistics and strategies have seen a considerable shift, at least when it comes to campaign targets. For example, customer experience is the target of just 20% of campaigns, but getting brand recognition is much more important now.<\/p>\n\n\n\n (Content Marketing Institute)<\/p>\n\n\n\n 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 spend only 16%, proving the real value of content marketing.<\/p>\n\n\n\n (Oracle)<\/p>\n\n\n\n This research showed that, for medium and large businesses, marketing costs dropped by 41% when they switched to content marketing. What\u2019s more, the average customer acquisition cost for a large company dropped from $108 to $64 per lead when it switched to content marketing.<\/p>\n\n\n\n (Content Marketing Institute)<\/p>\n\n\n\n A further 40% of marketers describe their organization’s proficiency as intermediate, so most companies are starting to see early success with the technology.<\/p>\n\n\n\n (HubSpot)<\/p>\n\n\n\n Social media is designed to give marketers the tools to really dig through the audience\u2019s taste and habits, but those tools don\u2019t come for free. \u201cBoosting\u201d posts on Facebook, for example, provides a deeper understanding of how the campaign performs, thus allowing for better knowledge of what can be used as organic content.<\/p>\n\n\n\n (HubSpot)<\/p>\n\n\n\n Facebook campaigns directly create conversions. The same can be said for Google Paid Search, a method that directly drives user engagement to a product and\/or a page where a purchase can be made. It\u2019s worth noting that more than 10% of marketers said they weren\u2019t able to measure the ROI of their paid advertising campaigns.<\/p>\n\n\n\n (SEMrush)<\/p>\n\n\n\n Almost everything we digest from the internet today is done through social media. Instead of opening dozens of tabs in our browsers, we\u2019d rather just fire up Facebook or Twitter to catch up on all the latest news. This fact doesn\u2019t go unnoticed by advertisers – nearly all surveyed marketers confirmed that they employ social media in their distribution strategies.<\/p>\n\n\n\n (Statista)<\/p>\n\n\n\n Facebook remains the top choice for marketers around the world, whether for local businesses or big international brands. Internet marketing statistics show the platform is continuously growing as an advertising space, with a year-on-year growth of 1 million new active advertisers.<\/p>\n\n\n\n (HubSpot)<\/p>\n\n\n\n Having a Facebook Business page is still the best way to represent a company on the popular social networking site. More than 40% of marketers said that a business page is the most valuable tool for hitting goals on Facebook, with Facebook events being the least chosen option.<\/p>\n\n\n\n (Sandvine)<\/p>\n\n\n\n The world\u2019s biggest video site continued to hold onto the title even in 2021. In fact, it is the second most popular website in the world, with first place belonging to Google.<\/p>\n\n\n\n (Bloomberg)<\/p>\n\n\n\n So, how does all that traffic translate to cold hard cash? It translates really well, in fact. According to the annual report published by Alphabet Inc, the owner of both Google and YouTube, the social video site did really well in 2019. The previous \u201cadpocalypse\u201d has finally been mitigated.<\/p>\n\n\n\n (Bloomberg)<\/p>\n\n\n\n Content marketing statistics for 2019 show that this platform has finally beaten YouTube\u2019s earnings. It might be the most popular site for video, but Instagram is definitely the place where advertisers have found their footing.<\/p>\n\n\n\n (Content Marketing Institute)<\/p>\n\n\n\n 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, takes second place with 57%, while video snippets come in third at 52%.<\/p>\n\n\n\n (Statista)<\/p>\n\n\n\n This growth of revenue is similar to the year-on-year earnings increase between 2017 and 2019. Two years in a row, Pinterest recorded a $300 million ad revenue increase, with analysts predicting that in 2020 the company will see the total revenue jump by $363 million.<\/p>\n\n\n\n (Content Marketing Institute)<\/p>\n\n\n\n A recent study from the Content Marketing Institute found that integrated analytics tools in social media have surpassed dedicated analytics tools by 1%. The least popular tools were customer relationship management (CRM) systems with 49% and content management systems (CMS) with 41%.<\/p>\n\n\n\n (HubSpot)<\/p>\n\n\n\nAround 20% of US customers are mobile-only users.<\/strong><\/h4>\n\n\n\n
66% of B2B customers strongly agree that companies should make it easier to access their content.<\/strong><\/h4>\n\n\n\n
26% of adults in the United States say they are constantly online.<\/strong><\/h4>\n\n\n\n
90% of buyers say they would have engaged with a salesperson earlier in the purchasing process.<\/strong><\/h4>\n\n\n\n
Mobile searches for \u201cbest\u201d have grown over 80% in the past two years.<\/strong><\/h4>\n\n\n\n
32% of US adults listen to podcasts monthly.<\/strong><\/h4>\n\n\n\n
The average American listens to more than 17 hours of online audio content each week.<\/strong><\/h4>\n\n\n\n
40% of B2B buyers consume three to five pieces of content before reaching out to a salesperson.<\/strong><\/h4>\n\n\n\n
On average, people retain 10% of audio information after three days, but this number grows to 65% if the information is paired with a relevant image.<\/strong><\/h4>\n\n\n\n
Content Marketing Strategy Statistics<\/strong><\/h3>\n\n\n\n
70% of US companies actively invest in content marketing.<\/strong><\/h4>\n\n\n\n
Marketers who prioritize blogging efforts are 13 times more likely to see a positive ROI.<\/strong><\/h4>\n\n\n\n
63% of marketers plan to increase their YouTube marketing.<\/strong><\/h4>\n\n\n\n
81% of the most successful content marketers believe their customers view them as a credible and trusted resource.<\/strong><\/h4>\n\n\n\n
37% of B2C marketers use content marketing to create brand awareness.<\/strong><\/h4>\n\n\n\n
The average percentage of total marketing budget spent on content marketing by B2B companies is 26%.<\/strong><\/h4>\n\n\n\n
Content marketing strategies generate over 400% more leads per $1,000 within 36 months compared to paid search campaigns.<\/strong><\/h4>\n\n\n\n
Only 9% of B2C marketers believe their organization\u2019s proficiency with the use of content marketing technology is at an expert level.<\/strong><\/h4>\n\n\n\n
Paid advertising is important for 68% of marketers.<\/strong><\/h4>\n\n\n\n
Facebook provides the best ROI for one in three B2C marketing organizations.<\/strong><\/h4>\n\n\n\n
General Content Marketing Statistics<\/h3>\n\n\n\n
94% of marketers distribute content via social media.<\/strong><\/h4>\n\n\n\n
There were 8 million active advertisers on Facebook during the first quarter of 2020.<\/strong><\/h4>\n\n\n\n
Fewer than 20% of marketers use Facebook groups to promote their brands.<\/strong><\/h4>\n\n\n\n
YouTube accounts for more than 15% of global internet traffic.<\/strong><\/h4>\n\n\n\n
YouTube ad revenue climbed to $15.1 billion in 2019.<\/strong><\/h4>\n\n\n\n
Instagram earned an estimated $20 billion in ad revenue in 2018.<\/strong><\/h4>\n\n\n\n
68% of B2C marketers use and develop social media stories to distribute content.<\/strong><\/h4>\n\n\n\n
Pinterest earned $1.03 billion in ad revenue in 2019.<\/strong><\/h4>\n\n\n\n
Social media analytics is the tool of choice for 84% of B2C marketers.<\/strong><\/h4>\n\n\n\n
Fewer than 10% of US marketers used Snapchat in 2019.<\/strong><\/h4>\n\n\n\n