ion Interactive Content Marketing Solutions

75 Essential Content Marketing Stats

The Rising Tide

How Marketers Use it

Goals & Initiatives

Audience Perspective

Audience

Challenges

Effectiveness

Results

The 75 Essential Content Marketing Stats You Need to Know

The 75 Essential

Content Marketing

Content Marketing

Stats You Need to Know

Everything from budgets to metrics to effectiveness.
Here’s what’s happening with content marketing right now.

“Content is the reason search began in the first place.”

— Lee Odden, TopRank Marketing

What is content marketing?

What is content marketing

Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.

— Content Marketing Institute

S E C T I O N  1

Content Marketing’s Rising Tide

28%

On average, 28% of marketing budget is now allocated towards content marketing.c

77 percent of B2C companies use content marketing

77% of B2C companies use content marketing.c

27,000,000 pieces of content are shared each day

27,000,000 pieces of content are shared each day.p

86 percent of B2B companies use content marketing

86% of B2B companies use content marketing.c

“Content Marketing is all the Marketing that’s left.”

— Seth Godin

55 percent of marketers increase spending in the next 12 months

55% of marketers expect to increase content marketing spending in the next 12 months.c

59 percent of marketers create one piece of content each week

59% of marketers create at least one piece of content each week.c

Content marketing is the top area of investment

Content marketing is the top area of investment for the next 12 months.a

B2B marketers use an average of 13 content marketing tactics

B2B marketers use an average of 13 content marketing tactics.c

47 percent of organizations have a dedicated content marketing group

47% said their organization has a dedicated content marketing group.c

Content marketers plan to increase content marketing spend by an average of 22 percent

Best-in-Class content marketers plan to increase content marketing related program spend by an average of 22% over the next 12 months.h

70 percent of B2B marketers are creating more content than they did 1 year ago

70% of B2B marketers are creating more content than they did 1 year ago.c

54 percent of marketers are prioritizing content marketing hiring

54% of marketers are prioritizing content marketing hiring over any other type of marketing.m

42 percent of content marketers publish new content multiple times a week

42% of content marketers publish new content to support content marketing strategies multiple times a week.c

S E C T I O N  2

How Content is Being Used by Marketers

80 percent of B2B content marketing assets require registration to access

80% of B2B content marketing assets require registration to access.j

On average 3 paid advertising methods are used to promote content

On average, 3 paid advertising methods are used to promote/distribute content.c

How content marketers distribute content:c

The many ways content marketers distribute content

Content marketing tactics used:c

What content marketing tactics are used

S E C T I O N  3

Content Marketing Goals & Initiatives

84%

of content marketers rank brand awareness as a highly important goal for their content marketing.c

63 percent of content marketers are working on better conversion rates

63% of content marketers are currently working on better converting visitors to the website. 23% plan to begin working on it within 12 months.c

55 percent of content marketers are working on understanding what is effective

55% of content marketers are currently working on better understanding what content is effective. 31% plan to begin working on it within 12 months.c

69 percent of content marketers are focused on creating higher quality content

69% of content marketers are currently working on creating more engaging/higher quality content. 19% plan to begin working on it within 12 months.c

54% of content marketers are currently working on creating a variety of content.

54% of content marketers are currently working on creating a greater variety of content. 28% plan to begin working within 12 months.c

63 percent of content marketing are working on ways to repurpose content

63% of content marketers are currently working on finding more and better ways to repurpose content. 23% plan to begin working on it within 12 months.c

Percentage of marketers who identify these as their goals:c

Marketers goals
60 percent of content marketers are working on creating visual content

60% of content marketers are currently working on creating visual content. 26% plan to begin working on it within 12 months.c

63 percent of content marketers are working on a better understanding of their audience

63% of content marketers are currently working on better understanding their audience. 21% plan to begin working on it within 12 months.c

“Content is anything that adds value to the reader’s life.”

— Avinash Kaushik, Google

58 percent of content marketers are optimizing content

58% of content marketers are currently working on optimizing content. 26% plan to begin working within 12 months.c

How marketers measure success:c

Measuring marketing success

S E C T I O N  4

Content Marketing from the Audience Perspective

68%

68% of users spend time reading about brands that interest them.d

60 percent of people seek out a product after reading about it

60% of people are inspired to seek out a product after reading about it.d

20 percent of internet users online time is spent on content

20% of Internet Users’ online time is spent on content.d

In the past 12 months, buyers have used this content to research purchasing decisions:

In the past 12 months buyers have used content to research  purchase decisions

“Content marketing is all about telling a compelling story.”

— Joe Pulizzi, Content Marketing Institute

B2B buyers access business related content on mobile phones

55.8% of B2B buyers frequently access business-related content on mobile phones.g

82%

82% of consumers feel more positive about a company after reading custom content.d

80 percent of people enjoy learning about companies through custom content

80% of people enjoy learning about companies through custom content.d

70 percent of people would rather learn about companies through an article than an advert

70% of people would rather learn about companies through an article than an advert.d

70 percent of customers feel closer to a company as a result of content marketing

70% of consumers feel closer to a company as a result of content marketing.d

95 percent of B2B buyers prefer shorter content formats

95% of B2B buyers prefer shorter content formats.g

S E C T I O N  5

Content Marketing Challenges

38%

Only 38% of marketers say their content marketing is effective.c

58 percent of marketers say content does not create opportunity for engagement

58% of marketers say content doesn’t create opportunity for engagement.a

Challenges B2B marketers face:c

Challenges B2B marketers face
81 percent of marketers cite creating compelling content as the biggest content marketing challenge

81% of marketers cite the ability to create compelling content as one of the biggest challenges of content marketing.j

“Content is king.”

— Bill Gates

29 percent of marketers say their content is not generating attention

29% of marketers say their content isn’t generating interest or attention.a

29%

29% of marketers say content formats are boring or uninspiring.a

Only 39 percent of marketers consider themselves successful in tracking ROI of content marketing

Only 39% of marketing professionals consider themselves at least somewhat successful in tracking ROI of content marketing.f

29 percent of marketers say long form content is too hard to absorb

29% of marketers say long-form content is too hard to absorb.a

46 percent of content marketers are working on measuring content marketing ROI

46% of content marketers are currently working on measuring content marketing ROI. 36% plan to begin working within 12 months.c

S E C T I O N  6

Content Marketing Effectiveness

3X

Content marketing produces three times more leads per each dollar spent.m

In the last 12 months best in class companies increased content marketing based leads by 18 percent

In the last 12 months, Best-in-Class companies increased content marketing-based leads by 18%.h

Content marketing costs 62 percent less than traditional marketing

Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads.k

53 percent of marketers rank content creation as the single most effective SEO tactic

53% of marketers rank content creation as the single most effective SEO tactic.l

“You need to create ridiculously good content – content that is useful, enjoyable and inspired.”

— Ann Handley, Chief Content Officer, MarketingProfs

6X

Website conversion rate is nearly 6x higher for content marketing adopters than it is for non-adopters.h

41 percent of content marketing programs increase brand awareness

41% of organizations with content marketing programs say they see an increase in brand awareness.n

7.8X

Year-over-year growth in unique site traffic is 7.8x higher for content marketing leaders than it is for content marketing followers.h

51 percent of companies find content marketing leads are higher quality

51% of companies report that leads from content marketing are of higher quality than those generated through other means.h

What content marketing tactics are most effective?c

content marketing tactics that are most effective

What social media channels are effective:c

Effective social media channels
48 percent of content marketing programs result in engagement with customers and prospects

48% of organizations with content marketing programs say it results in engagement with customers and prospects.n

Companies with blogs produce 67 percent more leads per month

On average, companies with blogs produce 67% more leads per month.d

S E C T I O N  7

The super-charged results of interactive content experiences

Interactive content is more effective at being shared than static content

38% said interactive content is somewhat or very effective at being shared, versus just 17% for static content.a

Interactive content is effective at differentiating from competitors

88% said interactive content is somewhat or very effective at differentiating from competitors, versus just 55% for static content.a

Interactive content is more effective at educating the buyer

93% said interactive content is somewhat or very effective at educating the buyer, versus just 70% for static content.a

Interactive content generates more conversions than passive content

Interactive content generates conversions moderately or very well 70% of the time, compared to just 36% for passive content.a

References

a. Demand Metric's Lead Generation Benchmark Report for 2014

b. B-to-B Marketing Fact Pack

c. 2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing Institute and MarketingProfs

d. A Guide to Marketing Genius: Content Marketing

e. Content Marketing Tips: Image Rules For The Top 7 Social Networks

f. B2B Content Marketing Report
 

g. B2B Content Preferences Survey: Buyers Want Short, Visual, Mobile-Optimized Content

h. ABERDEEN

i. FORRESTER

j. Jeff Zabin, Starfleet Media

k. Demand Metric

l. Cursive

m. Kapost

n. MarketingLand

o. MarketingLand

p. AOL
 

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