Content marketing is the process of creating and sharing your content with your target audience in order to generate brand awareness, increase engagement, and drive sales.
With new content marketing trends and techniques emerging every year, it’s important for marketers to be on their toes at all times to resonate with their audience.
To help you step up your content marketing game, we have compiled a list of 70 useful content marketing statistics that every marketer should know.
The content marketing statistics featured below are from trusted sources like HubSpot, Content Marketing Institute, Siege Media,
Use the table of contents below to navigate to different sections of the post.
Table of Contents
70 Content Marketing Statistics in 2024
Content Marketing Trends
1. Video is the most popular content format. 59% of marketers that leverage content marketing use video. (HubSpot)
2. 48% of companies that have a content marketing strategy leverage blogging and 10% say it generates the biggest ROI. (HubSpot)
3. 63.2% of businesses rely heavily on visual content as part of their marketing strategy. (Venngage)
4. 57% of the businesses that use content marketing have a documented content marketing strategy. (Semrush)
5. The most common measurement of success for content marketing programs is Total Sales. Over 60% of marketers measure the success of their content marketing strategy through sales. (HubSpot)
6. More than 56% of marketers who invest in influencer marketing work with micro-influencers. (HubSpot)
7. Marketers report that their SEO content marketing efforts involve optimizing for mobile (64%) and link building (64%). (HubSpot)
8. 56% of content marketers who use infographics say that it is their most effective content marketing type. (HubSpot)
9. 30% of marketers say that their investment in hybrid events is expected to increase, and 40% of marketers plan to increase their investment in virtual events, webinars, and conferences in general in the coming years. (HubSpot)
B2B Content Marketing Statistics
10. Short articles (below 3,000 words) ranked third in the B2B content assets that generated the best results in the last 12 months. (Content Marketing Institute)
11. 75% of large B2B businesses (over 1,000 employees) outsource their content marketing activities, with content creation being the most outsourced content marketing activity among B2B marketers. (Content Marketing Institute)
12. 40% of B2B marketers have a documented content marketing strategy. (Content Marketing Institute)
13. Video will be the top investment for B2B brands in the coming years. (HubSpot)
14. 96% of B2B content marketers use LinkedIn. (Content Marketing Institute)
B2C Content Marketing Statistics
15. 52% of B2C content marketers said finding resources with adequate topic expertise was one of the biggest challenges they faced. (Content Marketing Institute)
16. B2C marketers who use at least two content types reported that blog posts, email newsletters (tied at 26%), and pre-produced videos (13%) produced the best overall content marketing results for their organization in the last 12 months. (Content Marketing Institute)
17. Only 22% of B2C marketers leverage long-form content (more than 3,000 words). (Content Marketing Institute)
18. Social media platforms are the most popular organic content distribution channel for B2C marketers. 82% of B2C marketers leverage social media platforms, followed by their company blog (79%), and email (76%). (Content Marketing Institute)
19. B2C marketers who use at least two organic social media platforms reported that Facebook (59%) and Instagram (21%) produced the best overall content marketing results for their organization in the last 12 months. (Content Marketing Institute)
20. Of the B2C marketers who use paid advertising on social media, the two platforms they use most often are Facebook (94%) and Instagram (58%). (Content Marketing Institute)
21. 77% of B2C marketers report their organization uses metrics to measure content performance. Website traffic (87%) is the metric they use most often. (Content Marketing Institute)
22. B2C marketers who reported high levels of content marketing success said the top two factors contributing to that success were the value their content provides (77%) and website changes (59%). (Content Marketing Institute)
Blogging Statistics
23. How-to articles are the most popular blog content format (77%), followed by news articles (49%), and guides and eBooks (47%). (Statista)
24. The average blog bounce rate is 82.4%. (Siege Media)
25. 32% of bloggers leverage gated content. (Statista)
26. WordPress users produce about 70 million new posts each month. (WordPress)
27. Blog posts are most likely to be skimmed by readers. 43% of readers admitted to skimming blog posts rather than consuming it thoroughly. (HubSpot)
28. 48% of companies that have a content marketing strategy leverage blogging. (HubSpot).
29. Companies that blog have 434% more indexed pages than those that don’t. (HubSpot)
Video Marketing Statistics
30. Users around the world want entertaining, funny, and informative content. 61% of users want to learn something from the videos they see on social media. (HubSpot)
31. When it comes to online advertisements, only 37% of users prefer video-based ads. Image-based ads are still most popular ad format (47%) and only 16% prefer text-based ads. (HubSpot)
32. 81% of adults report using YouTube, which is the highest usage amongst all social networks. (Pew Research)
33. Video continues to be a widely-used marketing tool for businesses. 86% of businesses use video as a marketing tool. (Wyzowl)
34. Companies create a broad range of different videos. 42% mostly use live action video, 33% primarily use animated videos, and 15% mainly use screen recorded videos. (Wyzowl)
35. 87% of marketers say video has helped them increase traffic. (Wyzowl)
36. The most commonly created types of video are explainer videos (74%). (Wyzowl)
37. 55% of video marketers create all their own videos in-house. 12% exclusively hire other companies to create video for them. 32% use a mix – creating some videos in-house while outsourcing others. (Wyzowl)
38. YouTube is the second-most visited website in the US by organic traffic. (Ahrefs)
Podcast Statistics
39. There are over 2 million podcasts. Three years ago, there were only about a quarter of that. (Influencer Marketing Hub)
40. 48% of podcast listening is at home, while 26% listen to podcasts while driving. (Siege Media)
41. Each week, more Americans listen to podcasts than have Netflix accounts. (Buzzsprout)
42. On average, podcast listeners tune into eight different shows every week. (Buzzsprout)
43. 80% of listeners listen to all or most of every podcast episode they start. (Buzzsprout)
44. 72% of listeners who have listened to a podcast for four or more years have purchased a sponsored ad. (Buzzsprout)
45. Podcast listeners subscribe to an average of six shows. (Buzzsprout)
46. 53% of content marketers who leverage podcasts say it’s the most effective format they use, despite low ROI. (HubSpot)
SEO Statistics
47. 50% of visitors are more likely to click a result if the brand appears multiple times in search engine results. (Search Engine People)
48. 90.63% of pages get no organic search traffic from Google. (Ahrefs)
49. 69% of marketers actively invest in SEO. (HubSpot)
50. 68% of all online experiences begin on a search engine. (BrightEdge)
51. The majority of marketers (75%) find that SEO and an optimized website help them achieve their marketing goals. (HubSpot)
52. Strategic keyword research is the most popular company tactic for SEO (71%), followed by Local SEO (50%), and mobile optimization (48%). (HubSpot)
53. 53% of website traffic comes from organic search, while paid search drives only 27%. (HigherVisibility)
54. The average top-ranking page on Google also ranks in the top 10 search results for nearly 1,000 other relevant keywords. (Ahrefs)
55. Updating and relaunching your old posts with fresh information and visuals can increase search traffic by as much as 146%. (99signals)
56. The more backlinks a page has, the more organic traffic it gets from Google. (Ahrefs)
57. The average content length for a web page that ranks in the top 10 results for any keyword on Google has at least 2,000 words. (Quick Sprout)
Mobile Statistics
58. Almost two-thirds of global online search comes from mobile devices. (Perficient)
59. Nearly 9 in 10 smartphone owners who describe a mobile brand experience as helpful or relevant would purchase from the brand again. (Think with Google)
60. 47% of consumers expect a web page to load in 2 seconds or less. (Neil Patel)
61. 57% of consumers claim that they won’t recommend a business that has a poorly designed mobile website. (socPub)
62. 53% of visits are abandoned if a mobile site takes longer than three seconds to load. For every one second delay in site load time, conversions fall by 12%. (Think with Google)
63. 97% of page-one results have at least one image on the page. (SEO Tribunal)
64. 64% of SEO marketers call mobile optimization an effective investment. (HubSpot)
65. The #1 ranking page in the search results gets an additional 5%-14.5% more dofollow backlinks from new websites each month. (Ahrefs)
For a complete list of SEO statistics, check out our post on 100 SEO statistics every marketer should know.
Email Marketing Statistics
66. The most opened emails are hobby-related, reported to have an open rate of 27.74%. (Mailchimp)
67. 56% of brands found that using an emoji in the email subject line results in a higher open rate. (Forbes)
68. Marketers have found a 760% increase in revenue from segmenting email campaigns. (Campaign Monitor)
69. 47% of recipients open emails based on subject lines alone. (OptinMonster)
70. The best time to schedule your emails is between 6 to 9am PST on Monday. (Siege Media)
Final Thoughts
Content marketing is always evolving — with new trends, tactics, and technologies emerging every year. Which is why it’s critical for marketers to be aware of all the latest developments to stay ahead of the curve.
Keep these aforementioned 70 content marketing statistics and trends in mind while planning your content marketing strategy.
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Editor’s Note: This article was originally published in January 2023 and has been updated frequently since then for freshness, accuracy, and comprehensiveness.
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