55 Shareable Stats on Content Marketing Trends and Tactics

Tweetable Facts and Figures

content marketing trendsContent is what brings us together today. In all seriousness, there are few things more in-style than a content strategy that involves branded content creation, curation, and maybe even a little bit of outsourcing. Inspired by some of the latest major studies on how marketers use blog articles and offers to connect with prospects, we’ve curated a major list of stats and facts that will blow your mind:

1. Spending on content marketing, video marketing, and social media will increase by 15.1% in 2013 to a total of $118.4 billion. (Source: eMarketer).

2. Nine in 10 organizations market with content. (Source: Content Marketing Institute)

3. According to 37% of marketing managers, the most important way to engage customers is content-led websites. (Source: The CMA)

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4. 78% of chief marketing officers think custom content is the future of marketing. (Source: Hanley-Wood Business Media)

5. Eight out of 10 CMOs believe custom content should be an integral part of a marketing strategy.(Source: Hanley-Wood Business Media)

6. The use of video content has risen from 52% in 2011 to 70% in 2012. (Source: Content Marketing Institute and Marketing Profs)

7. The use of mobile-optimized content marketing has risen from 15% in 2011 to 33% in 2012. (Source: Content Marketing Institute and Marketing Profs)

8. The use of virtual video conferences has risen from 10% in 2011 to 28% in 2012. (Source: Content Marketing Institute and Marketing Profs)

9. Companies with fewer than 10 employees typically allocate 42% of their marketing budget to content. (Source: Content Marketing Institute and Marketing Profs)

10. Companies with over 1,000 employees typically allocate 24% of their marketing budget to content. (Source: Content Marketing Institute and Marketing Profs)

11. The average, annual spend on branded content outsourcing was a $371,364, and $987,417 for companies that exclusively outsource. (Source: Custom Content Council)

12. Lack of human resources (42%) and lack of budget (35%) are key barriers to content marketing. (Source: eConsultancy and Outbrain)

13. 54% of brands don’t have an on-site, dedicated content creator. (Source: eConsultancy and Outbrain)

14. Creating original content was seen as the biggest challenge for 69% of content marketers. (Source: Curata)

Blogs

15. 37% of marketers say blogs are the most valuable type of content marketing.(Source: Content Plus)

16. Companies with 10,000 or more employees use an average of 18 different content marketing tactics. (Source: Content Marketing Institute and Marketing Profs)

17. Company blogs were viewed as “most useful” form of content.(Source: HubSpot)

18. 79% of content marketers produced articles. (Source: Smart Insights)

19. The average marketer made 145 website content updates in 2012. (Source: Custom Content Council)

The ROI of Content

20. Content marketers use unique visitors (88%), pageviews per visitor (76%) and total pageviews (71%) as their main metrics. (Source: Econsultancy and Outbrain)

21. Companies that spend more than 50% of their lead generation budget on inbound marketing report a significantly lower cost-per-lead. (Source: Hubspot)

22. B2B companies that blog generate 67% more leads per month than those who do not blog. (Source: Social Media B2B)

23. Organic search leads have a 14.6% close rate, while outbound marketing leads have a 1.7% close rate (Source: Hubspot)

24. Articles with images get 94% more views. (Source: Jeff Bullas)

25. Image-based stories on Facebook get 37% more engagement. (Source: Jeff Bullas)

26. Sites can double their organic search traffic by including a video thumbnail in search rankings. (Source: Visibility IQ)

27. 39% of customers come from organic search queries. (Source: Marketing Charts)

28. 58% of consumers trust editorial content. (Source: Nielsen)

B2B Content Marketing

29. 91% of B2B marketers use content marketing. (Source: Content Marketing Institute)

30. The average B2B marketer uses 12 different content marketing tactics. (Source: Content Marketing Institute and Marketing Profs)

31. 11% of B2B companies use over 20 different content marketing tactics. (Source: Content Marketing Institute and Marketing Profs)

32. 64% of B2B marketers believe case studies are the most effective content marketing tactics. (Source: Content Marketing Institute and Marketing Profs)

33. 87% of B2B marketers use social media to distribute content, up from 74% in 2011. (Source: Content Marketing Institute and Marketing Profs)

34. B2B marketers use an average of 5 social media sites to distribute content. (Source: Content Marketing Institute and Marketing Profs)

35. 79% of B2B marketers use content marketing to achieve brand awareness goals. (Source: Content Marketing Institute and Marketing Profs)

36. 60% of B2B marketers use web traffic to measure effectiveness of content marketing. (Source: Content Marketing Institute and Marketing Profs)

37. 56% of B2B marketers create content in-house exclusively, an increase of 18% over 2011. (Source: Content Marketing Institute and Marketing Profs)

38. 54% of brands cited increased engagement as the number one value of content. (Source: Econsultancy and Outbrain)

39. 74% of European online retailers believe they can influence what consumers buy. (Source: Intershop)

40. Only 38% of brands have a defined a content marketing strategy. (Source: Econsultancy and Outbrain)

41. 23% use a cross-departmental approach to content marketing. (Source: Econsultancy and Outbrain)

42. 28% of B2B companies use 5-9 different content marketing tactics. (Source: Content Marketing Institute and Marketing Profs)

B2C Content Marketing

43. 86% of B2C marketers use content marketing. (Source: Content Marketing Institute)

Consumer Insights

44. The use of research reports has risen from 25% in 2011, to 44% in 2012. (Source: Content Marketing Institute and Marketing Profs)

45. 20% of users’ time is spent surfing the Internet on content-led websites. (Source: The CMA)

46. 80% of business decision-makers prefer to get company information in a series of articles versus an advertisement. (Source: Content Marketing Institute)

47. 60% of consumers are more likely to be on the lookout for products when looking at content marketing. (Source: The CMA)

48. 68% of consumers are likely to spend time reading content from a brand they are interested in. (Source: The CMA)

49. 37% of consumers visit content marketing websites at least once a month.(Source: The CMA)

50. 57% of consumers read content marketing titles at least once a month. (Source: The CMA)

51. 82% of consumers like reading content from brands when it’s relevant. (Source: The CMA)

52. 70% of consumers prefer getting to know a company via articles rather than ads. (Source: Content Plus)

53. 70% of consumers say content marketing makes them feel closer to the sponsoring company. (Source: Content Marketing Institute)

54. 60% of consumers feel more positive about a company after reading custom content on its site. (Source: Content Plus)

55. 90% of consumers find custom content useful, and 78% believe that organizations behind the content are interested in building good relationships. (Source: TMG Custom Media)

  Discuss This Article

Comments: 2

  • Hi Jasmine, Kudos on amazing curation work in your blogpost. Great sourcing of content and crediting each source with back-linking. Generous and smart, both. That’s a killer combination of traits :)

  • Amar, this goes down in history as one of the nicest comments I’ve ever received! Thank you for the kind words and stay tuned – we’ll be doing more shareable stats posts in the future!

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