According to Content Marketing Institute, content marketing is a marketing technique of creating and distributing valuable, relevant, and consistent content to attract and acquire a defined audience-with the objective of driving profitable customer action.


Surprising benefits of content marketing:


  • High visibility in search engines
  • Increased conversion
  • Builds trust and bonding with customers.
  • Increase social shares and audience.


Even with these benefits highlighted, it’s surprising 18 percent of B2B have a content marketing budget and only 32 of B2B marketers have a content strategy.


Moving ahead, below are content marketing statistics to help with your marketing decisions and research:


According to Hubspot, 53 percent of marketers say blog content creation is their top inbound marketing priority.


1 in 10 blog posts are compounding which means organic search and traffic to these posts increases over time.


B2C companies that published content 11+ times per month got more than 4x as many leads than those that blog less per month.


B2C companies who blog 16+ blog posts every month got 3.5X more traffic than companies which published between 0-5 posts monthly.


According to Hubspot, 43 percent of visitors admit to skimming blog posts.


According to Hubspot, blog titles with 6-13 words attract the highest and most consistent amount of traffic.


According to CMI, the highest interactive content used by marketers include infographics, quizzes, contests, calculators.


Research has shown that 8 percent of marketers plan to add Medium to their marketing efforts in next 12 months.


47 percent of buyers viewed 3-5 pieces of content before engaging with a sales rep.


32 percent of B2B marketers say they have a documented content marketing strategy.


96 percent of B2B buyers want content with more input from industry thought leaders.


According to Hubspot, 11 percent of marketers plan to add podcasting to their marketing efforts in the next 12 months.


Research from Edison showed that 64 percent of podcasts are listened to on a smartphone or tablet.


Statistics showed that podcast listening grew 23 percent between 2015 and 2016.


55 percent of B2B marketers say they are unclear on what content marketing success or effectiveness looks like.


Research from Content Marketing Institute showed that, on average, B2B marketers allocate just 28 percent of their total marketing budget to content marketing.


44 percent of B2B marketers meet daily or weekly – either in person or virtually – to discuss the progress.


According to CMI, lead generation and sales will be the most important goals for B2B content marketers over the next 12 months.


55 percent of B2B companies have small content marketing teams serving the entire organization.


According to LinkedIn, the top three content marketing tactics involve blogging, social media and case studies and for B2B, their top five content marketing tactics include: case studies, e Newsletters, in-person events


In 2017, 89 percent of B2B marketers use content marketing.


According to CMI, only 41 percent of B2B companies are committed to content marketing.


37 percent of B2C marketers have a content marketing strategy and it is documented while another 44 percent have a content marketing strategy but it is not documented.


28 percent of B2C marketers perceive the value of internal content marketing meeting as extremely and another 32 percent find these meeting somewhat valuable.


38 percent of B2C marketers say their organizations are effective at content marketing compared to 30 percent of B2B marketers.


53 percent of B2B marketers consider their approach to content marketing as successful.


64 percent of B2B marketers hire freelance writers for content creation.


72 percent of marketers, branded content is more effective than magazine advertising.


73 percent of organizations hire a personnel specifically to manage content marketing.


82 percent of marketers who regularly blog see positive ROI from inbound marketing in general.


55 percent of B2C marketers say they will prioritize visual content.


According to Curata, only 29 percent of leading marketers systematically reuse and repurpose content.


Reports from Altimeter show that 70 percent of marketers lack an integrated content strategy.


According to LinkedIn, the top three things that make content effective are: relevance to the audience, engaging and compelling storytelling and triggers a response or action.


48 percent of marketers support 2 to 4 roles and buyers personas with dedicated content.


According to Curata, 63 percent of marketers create content for buyer personas using the following categories: geography, customer type and vertical.


Reports from DemandGen shows that case studies are the best content genre for buyers as 78 percent access the information to make informed purchase decisions.


In a survey, DemandGen found that 47 percent of B2B buyers consume 3 to 5 pieces of content prior to engaging with a salesperson.


B2B buyers prefer LinkedIn for sharing business related content but email remains the most employed channel for sharing content.


Buyers will register for and share information about themselves in exchange for white papers, webinars, analyst report and case studies.


According to LinkedIn, 18 percent of companies dedicate 10 percent of their marketing budget to content marketing.