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Whether you’re looking to convince your team about investing in content marketing or working to show off some awesome results of your hard work, there’s nothing that a good roundup of content marketing statistics can’t do.
Feel free to bookmark and revisit this page whenever you’re looking to pull out a relevant stat to impress your audience.
70% of the B2B content marketers say their brand’s content marketing efforts have been somewhat/much more successful than last year.
Interestingly, 96% of the most successful content marketers say that content marketing has helped them build credibility and trust with their audience.
But how? 90% or nearly all of the most successful top players get these results by prioritizing their audience’s informational needs over sales-y messages.
So, you know what to do moving forward, right?
On top of that, 71% in the B2B industry also admitted to reviewing an organization’s blog during their buyer’s journey.
But the viewing and reading is not all. 61% of consumers have also bought something that’s recommended by blogs that they read (Woo-hoo!).
The latest reports say content marketing costs 62% less than traditional marketing programs. On top of this, it generates 3x the leads. With that in mind, how can you resist taking advantage of such a powerful marketing strategy?
To reap these results, 78% of organizations have a team of 1-3 content specialists according to SEMrush. This number changes as per company size. However, even large companies are likely to have teams of 2-5 members.
Half of these B2B marketers outsource at least one activity related to content marketing. Of these activities, 84% of marketers are most likely to outsource content creation.
Bloggers in the industry also work with editors with 30% of them following along with a formal editing process.
That’s a lot considering five years ago, only 1 in 10 bloggers had a formal editing process. Does all that proper editing help though? Absolutely.
Bloggers who have a process for editing are 50% more likely to see strong results.
Here’s a walkthrough through the processes of most successful content marketers:
Nurturing leads/subscribers, building loyal relationships with customers/clients and building credibility among other goals. Here are the numbers:
On top of these, B2B marketers also note that content marketing has helped them succeed in building loyal relationships with existing clients (63%), generating revenue/sales (53%) and building subscribed audiences (45%).
B2B marketers share that nearly half the content they create is for early-stage audiences. The aim? Generating interest/awareness.
On top of this, marketers create 29% of their content for conversion purposes directed towards their mid-funnel audiences. Similarly, 21% of their content for late-stage buyers with the purchase intent.
B2B content marketers have been relying on the following top three software for amplifying their results:
Storytelling and interactivity.
Hard to believe? Here’s proof: More than half of the most successful marketers – 69% to be specific – tell stories via their content. On top of that, 55% of them add interactive elements to their content.
This begs the question though: which type of interactive content do marketers most use? As of 2017, interactive infographics are used the most (52%).
Contests, calculators and quizzes are also used a lot (mentioned in order of their use). Not to forget, 40% create interactive eBooks.
Looking to watch and learn? Here’s a video walkthrough the process of creating charts with Visme:
Audio, visual, video, written. There's a lot to experiment with. But what content formats work for the pros?
Here are the most commonly used types of content.
64% of marketers have increased their use of this format that includes webinars, live streaming, videos and more. (Psst! Want to create awesome webinars? Visme can help.)
This includes content like blogs, eBooks and articles. 61% of marketers are paying more attention to writing these.
Of the written content formats, the top 3 content types are: social media content, blog posts and email newsletters at 95%, 89% and 81%, respectively.
Visual content includes things like infographics, photos, charts and more. 56% of marketers are designing more image-based content.
38% of marketers are investing more in creating this content format including podcasts and audiobooks.
In the same vein, B2B content marketers vote for the following content format for each stage in the buyer’s journey:
Blogging has reigned the content world for long. So it makes sense to discuss it in this roundup of content marketing statistics.
To begin with, how long do you think an average blog post’s length is? Bloggers target 1236 words on average.
As for ranking on Google: the average word count of a post ranking on the top of the search engine results page (SERPs) is 1447 words.
Another research on the ideal blog post length suggests 1600 words as the average length. Or, about 7 minutes reading time.
However, word count isn’t the only thing that matters when it comes to ranking. So don’t take this finding as if it's set in stone. Instead, pay attention to the content quality and the depth with which you address your topic.
But how long does it take to write such comprehensive posts? 3 hours and 57 minutes according to Orbit Media’s survey.
As for publishing frequency, bloggers publish around 2-4 posts monthly as per the same survey.
HubSpot has some data to share on how often you should blog. According to them, the publishing frequency depends on your goal and team size.
Video is another content format that’s been doing pretty well. Statistically speaking, viewers consume 6 hours and 48 minutes of online videos each week.
On top of that, 86% of folks expect to see more videos from brands in the future.
No wonder, 92% of the marketers who use video consider it an essential part of their strategy.
As for the video ROI (return on investment) — that has been phenomenal:
And, it only gets better from here. 95% report that video has helped them increase user understanding of their service/product (raises her hand as someone who has understood several services using video tutorials).
Besides pre-recorded videos, live streaming is also huge! Credit: the C-19 pandemic. Figures state that the live streaming industry has grown by up to 99%. The sector grew by 45% between March-April 2020 alone.
HubSpot also found that — drum roll, please — video has taken over as the most commonly used content format, overtaking infographics and blogs.
So what sort of videos are marketers creating? Videos that share brand stories and the promotional ones are the most commonly created video types.
That said, videos show another advantage – they tend to be evergreen as infographics are. Just take a look at the average evergreen scores below.
If you already haven’t started using video, kick things off with these 8 beginner tips for creating professional-looking videos.
Million dollar tip: Don’t let the content you’ve created die when you hit publish. Instead, promote your content. Distribute it widely.
And, what are prominent content promotion channels that marketers use? In the B2B sphere, marketers use the following paid channels:
As for organic content distribution, almost all (95%) of B2B marketers use LinkedIn for sharing their content. It’s also the top choice among paid social media channels for content promotion.
Closely following LinkedIn for content distribution is Twitter (86%), followed by Facebook (83%), YouTube (53%), and Instagram (46%). Improve your return from social media, paid or organic, by creating visually attractive branded social media graphics with Visme.
Looking for creative ways to share your content on social? Dig into these 13 types of content to share on social media.
The results are known. Content marketing statistics are out. And the result-driving methods are no longer under wraps. So what are you waiting for?