Content & SEO

54 Content Marketing Statistics to Guide Your B2B Strategy

By marta ·  October 13, 2020

“Most people use statistics like a drunk man uses a lamppost; more for support than illumination.”

Scottish writer, Andrew Lang’s 20th century words of wisdom are more true today than ever before. You have an incredible amount of data and statistics at your fingertips to support your decisions and prove your actions to management. But instead of simply supporting your strategies, the insights from these statistics can also shed light and inspire new ways of moving the needle for your business. 

Especially when it concerns content marketing statistics! There are mountains of statistical evidence to convince any CEO that content is an effective marketing option. In fact, that job has already been done ten times over with 92% of marketers already reporting that their company views content as a valuable business asset. 

Now is the time for you to rethink these content marketing statistics to envision what is next for your content. How can these stats “illuminate” your content approach and help guide your future content marketing strategy?

We have taken the first step by collecting some of the most recent and relevant content marketing statistics to help you define your goals, connect with your customers, and generate conversions.

WARNING: Please read this before reading on.

You are about to see a lot of numbers. Do not panic! You do not need to be a mathematician. You do not need to steal your kid’s scientific calculator. Just remember that it is not about the specific statistics, but rather, it is about the story they tell! So turn on your imagination muscle and find your next content strategy hidden in these numbers.

Why Content Marketing is the B2B Marketer’s Dream

In case you are not familiar with the compelling elevator pitch for using content marketing, it can be summarized with two words connected by a hyphen and backed by lots of content marketing statistics —  content is extremely cost-effective.

When done right, creating content is relatively inexpensive and generates results. It generally costs 62% less than traditional marketing, 41% less than paid search and generates about 3 times as many leads.  

content marketing statistics

The secret sauce of content marketing is in growing organic search. When your target audience finds you during a search and ends up on your site.  72% of online marketers say content as their most effective SEO tactic. And, 51% of content consumption derives from organic search.

Once you have visitors engaging with your content, you close the deal with a call-to-action that usually results in lead generation. According to the CMI content marketing statistics, 72% of B2B marketers say content dramatically increases their leads.

There is little argument that creating and distributing useful content is one of the most cost-effective marketing tactics when you focus on growing organic search and converting visitors once they are engaged.

Crafting Your Content Marketing Strategy with Statistics

When creating a content marketing plan, the Direct Marketing Association survey found that the two biggest challenges for most marketers were lack of data (27%) and lack of strategy (28%).

So, let’s use the collection content marketing industry statistics to help guide your strategy.

Put Your Target Audience First:  Only 66% of B2B marketers actually prioritize their audience’s needs over their own internal sales message. Of the most successful content marketers, 88% put the audience first.


Think About the Customer Journey: Only 48% of B2B marketers craft content based on the specific stages of the customer journey. But when you look at the most successful companies, 74% use content at every stage to guide their audience to the end goal— a conversion.

Explore Content Partnerships: 64% of content marketers said that building relationships with influencers, like industry experts and journalists is a major part of their strategy. When information is delivered by a third-party, it can bring in 5 times more sales than paid media.

Outsource Some Content Production: With so many types of content to try, most companies don’t have the expertise to create all their content. According to CMI, 50% of B2B marketers outsource at least one content marketing activity.

Try Different Types of Content: According to 2019 content marketing statistics, Social media (95%), blog posts/short articles (89%), and email newsletter (81%) were the top three types of B2B content. But B2B marketers have started to increase their audio and visual content by 64% in 2019 in comparison to the previous year.

Make it Mobile: Finally, make sure your strategy includes mobile. Did you know one in ten Americans is a smartphone only user? That means mobile is the only way to reach them!  And 70% of media time and 79% of social media time happens on mobile devices. And, Google found that people have twice as many interactions with marketing on mobile than anywhere else.

Most Popular Types of B2B Marketing Content

Let’s dive deeper into the types of content marketing you should be considering. While most content is educational in nature  (77%), the delivery varies from email and blog articles to video and webinars.

Based on the content marketing statistics, we have identified the five most popular types of marketing content: Blogs, Video, Podcasts, Email and Webinars. Let’s see what the numbers say about these formats.

Blogs

Blog popularity: 55% of marketers say blog content creation is their number one inbound marketing priority. You would think that number would be higher when 81% of trust information from blogs and 61% have made a purchase based on the blog’s advice.

Blog content statistics

Blog effectiveness: According to Demand Metric, 70% of people prefer getting information about a company or product from an article or blog post rather than from traditional advertising. It is no surprise when you consider company blogs generate 3x more leads than through ads.

Blog effectiveness: According to Demand Metric, 70% of people prefer getting information about a company or product from an article or blog post rather than from traditional advertising. It is no surprise when you consider company blogs generate 3x more leads than through ads.

Video


Video popularity: Video is becoming the most popular and used format in B2B content marketing. Videos are on track to take over blogs and infographics. To give you an idea,  85% of businesses used video as a marketing tool in 2019 and 97% of online marketers said that video helps people understand their products better.

Video effectiveness: For starters, video is trusted by 40% of millennials. By 2021, trend research shows that video will represent 82% of all internet traffic.

Video content statistics

Podcast

Podcast popularity: 64% of B2B marketers cited podcasts as a valuable content format in the early stage of the buying journey. Infographics (76%) was number one.

Podcast effectiveness: 40% of Americans listen to podcasts with 15% of them listening at least once per week.

Email Marketing

Email marketing popularity: Well, most of the world uses email.  95% of professionals use email. And, 86% of business professionals prefer to communicate with email for all their business purposes.

Email marketing effectiveness: Email is famous for being the most effective marketing channel with an ROI of $40 for every dollar spent. 

Email statistics

Webinar

Webinar popularity: Webinars are hugely popular for generating leads. How else can you get 1000 leads with one piece of content? That’s why 95% of respondents to a B2B survey said webinars are key to their strategy.

Webinar effectiveness: On average, B2B marketers say 20-40% of webinars become leads. Not to mention 100% of your registrations are email addresses you can use to remarket in the future.

Statistics About Promoting Your Content

Make sure people see your content. Part of every successful content strategy is finding the best ways to promote your content.  Social is a good place to start, especially if it is free.  94% of content marketers use social media to share their content.

While it’s free to promote your content on social media, many businesses also use other channels like paid media. 64% of B2B content marketers use PPC or SEM for content distribution. Surprisingly, 78% of content marketers send out a press release as part of their content promotion strategy.

What the Statistics Say About Measuring Success

Every company judges their content marketing differently. Some focus on revenue while others are concerned with engagement. Let’s see what the numbers indicate.

This one might surprise you. 47% of B2B marketers don’t measure ROI from their content marketing efforts! That is a lot of businesses.

For the others, 76% of content marketers judge their content performance using organic traffic as the key metric while 22% use backlinks.  

Leads are also an important metric. 67% of companies use lead generation as their only KPI to rate their overall performance.

The Bottom Line on Content Marketing Statistics

Content marketing statistics tell many stories. You can tell the story of how cost-effective it is to generate leads. You can tell the story of the rise of video and podcasts and how they are becoming a stronger source of organic traffic.

Whatever the story is that you want to tell, make sure it inspires your business to approach content marketing in a new way. Don’t rely on the status quo, but rather, use these statistics to create a bigger and better story.

About the author

Marta Olszewska Marta is a growth marketer with a passion for content and partnerships. Formerly a leader of a semi-distributed marketing team at Piktochart, Marta is now a content consultant and COO at Zengrowth helping companies achieve stellar growth. She has recently founded Refill Aqua, an initiative to reduce plastic pollution in Barcelona. She also enjoys singing and photographing people.