Content continues to dominate most marketing strategies, and I have evidence to support my claims.
Simply put, content marketing is an important aspect of your digital marketing strategy, whether you run a small local business or a large multinational corporation.
After all, content is arguably the lifeblood of the web and social media.
Modern SEO, for all intents and purposes, has effectively become optimized content marketing. Google rewards and demands companies that produce content that demonstrates expertise, authority, and credibility for the benefit of their customers.
Content marketing involves creating and sharing valuable, relevant, interesting, and consistent content in a variety of text-based, video, and audio formats.
The main focus is to attract and retain a well-defined audience, with the ultimate goal of driving profitable customer behavior.
But with so much content being created and shared every day, it’s important to stay up to date with the latest trends and best practices in content marketing.
To that end, here are 30 content marketing stats you should know.
Using content marketing
How many companies are using content marketing and what are their plans for success?
- According to the Content Marketing Institute, 73% of B2B marketers and 70% of B2C marketers use content marketing as part of their overall marketing strategy.
- 91% Percentage of marketing professionals surveyed by Semrush found success with content marketing in 2021.
- Ah B2B content marketing research According to a CMI survey, 40% of B2B marketers have a documented content marketing strategy. 33% have a strategy but not document it and 27% have no strategy at all.
- Half of all marketers say they outsource some of their content marketing.
- The pandemic saw a 207% increase in content usage.
content marketing strategy
What strategies do content marketers use or have found to be most effective?
- 83% of marketers believe that creating higher quality content less often would be more effective.
- so 2022 Statista Research Survey 62% of marketers globally say they think it’s important to be “always on” for their customers, while 23% say content-driven communications are useful for personalized targeting purposes. thought to be most effective.
Content type
Content marketing used to be synonymous with blogging, but the web and content have evolved into audio, video, interactive and meta formats.
Here are some statistics on trends and performance for different types of content.
- The top three types of content created by marketing teams in 2022 included videos, blogs, and images.
- Short articles/posts (83%) and videos (61%) are the top two content types used by B2C marketers in the last 12 months. The use of long-form articles increased from 22% last year to 42%.
- Short-form video content such as TikToks and Instagram Reels are the most effective social media content.
- 40.8% of marketers said original graphics (infographics, illustrations) helped them achieve their 2020 marketing goals (Source: Venngage)
- 72% of B2C marketers expected their organizations to invest in video marketing in 2022. (Source: CMI)
- Short content (300-900 words) gets 21% less traffic and 75% less backlinks than articles of average length (900-1200 words) (Source: Semrush State of Content Marketing 2022)
- Interactive content sees 52.6% more engagement than static content. Buyers spend an average of 8.5 minutes viewing static content items and 13 minutes viewing interactive content items. (Source: Mediafly)
content delivery
Creating and publishing content is not enough.
For your content strategy to be successful, you need to distribute your content through the channels that your business’s target audience frequently uses.
- Facebook was the largest distribution channel for B2C marketers in the last 12 months and the channel with the best results. (Source: CMI)
- B2B marketers reported to CMI that LinkedIn is the most popular and performing organic social media distribution channel.
- 80% of B2B marketers using paid distribution use paid social media advertising (source: CMI)
content consumption
Once your content reaches your audience, it’s important to understand how they will consume your content or take action as a result.
- According to a 2021 DemandGen survey, 62% of B2B buying decisions rely on actionable content such as case studies and visual content such as webinars to make purchasing decisions, and trust the source of information. He said he puts more emphasis on gender.
- Buyers can review most content types in less than 5 minutes. (Source: DemandGen Content Settings Survey)
- In a recent post, blogger Ryan Robinson reported that the average reader spends 37 seconds reading a blog.
- Sixty-five percent of respondents to DemandGen’s survey said they trust peer reviews, user-generated content, and third-party publications/analysts more than company-generated content.
Content marketing performance
One of the main reasons content marketing has become so popular is its connection to measurement, optimization, and return on investment.
- B2C marketers reported to CMI that the top three goals that content marketing can achieve are increasing brand awareness, building trust, and educating the target audience.
- Content marketing generates 3x more leads than traditional outbound marketing, but costs 62% less (source: CMI).
- 56% of marketers who use blogs say blogging is an effective tactic, with 10% saying it generates the greatest ROI (return on investment). (Source: Hubspot blog survey)
- Over 60% of marketers measure the success of their content marketing strategies through sales. (Source: Hubspot State of Marketing Report, 2021)
content marketing budget
Budget changes and willingness to invest in specific marketing strategies are good indicators of how popular and effective these strategies are at the macro level.
The following stats seem to indicate that marketers are embracing the value of content.
- In CMI’s 2021 survey, 61% of B2C marketers said their 2022 content marketing budget will exceed their 2021 budget.
- 22% of B2B marketers say they spend 50% or more of their total marketing budget on content marketing. Additionally, 43% believe he will increase his content marketing budget from 2020 to 2021, and 66% expect him to increase again in 2022. (Source: CMI)
Task
All forms of marketing come with challenges related to time, resources, expertise, and competition. Recognizing these challenges and addressing them head-on with well-thought-out strategies is the best way to overcome them and achieve success.
- Key challenges include ‘attracting quality leads with content’ (41%), ‘generating sufficient traffic and promoting content’ (39%), and ‘creating content that resonates with audiences’ (31%), and “our content” (30%). (Source: Semrush State of Content Marketing 2022)
- Changing SEO/search algorithms (64%), changing social media algorithms (53%), and data management/analysis (48%) are among the top concerns for B2C marketers. (Source: CMI)
- 47% of people want downtime on their internet-enabled devices due to digital fatigue (source: EY survey)
time to start
As you’re probably already aware, content marketing is a highly effective and cost-effective way to generate leads, build brand awareness, and drive sales.
Those motivated to build a documented content strategy and execute on it by creating, distributing and optimizing high-value, relevant and customer-centric content will reap significant business rewards. can do.
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Featured Image: Deemak Daksina/Shutterstock
