Content Marketing Stats You Can Use

On September 27, 2015, Yoav Vilner, Co-founder of  Ranky, publicly declared in a blog post on Inc.com that Content Marketing Is Dead. While you might write this off to theatrical hyperbole, he makes a really valid point in that just about everyone is doing content marketing (even if they’re not doing it quite right).

What everyone wants to know is, in this environment, where everyone is doing Content Marketing, what works?

Earlier this year we created the Periodic Table of Marketing Trends and Predictions for 2015. Now that 2015 is almost gone, we’ve taken a look around to see what Content Marketing has worked, and what hasn’t. In addition, we’ve pulled together some of the most useful content marketing statistics from 2015, and assembled them in the interactive content marketing infographic below.

We don’t think content marketing is dead. We do think, however that marketers need to give their content a little extra push to get their content to stand out from the rest. Enjoy!

Visual Content Marketing

Processing Visuals

60,000x

Visuals are processed 60,000 times faster than text. Via: SlideShare

Visual Content Increases Conversions

Visuals in the form of videos increase website conversions by 86%. Via: EyeView

Visual Retention

See (80%)

80%

Read (20%)

20%

Hear (10%)

10%

People retain 80% of what they see, 20% of what they read, 10% of what they hear. Via: SlideShare

Visual Content Sharing
40

Visual content is 40x more likely to be shared on social networks. Via: SlideShare

More Views

Content with visuals get 94% more total views. Via: SlideShare

Successful B2B Media Types
  • Video

  • Written Copy

  • Images

Video, written copy and images (in that order) are the most successful media types for B2B. Via: B2B Marketing

Vlogs

65% of internet users have watched a vlog. Via: ACI

Video Content Marketing

Video Content Has Best ROI

51.9 percent of marketing professionals worldwide name video as the type of content with the best ROI. Via: Adobe

B2B Buyers Using Video
  • Video useful for B2B buyers

B2B buyers name video among the 3 most useful types of content for making work purchases. Via: Invodo

YouTube Video Platform of Choice

Marketers

72%

72% of marketers surveyed confirmed that YouTube was their video platform of choice to distribute content for lead generation and brand visibility purposes. Via: reelseo

Video Most Effective Form of Content

Marketers

46%

46% of marketers cite video as their most effective form of content. Via: KO Marketing Associates

Video Increases Conversions

Using videos on landing pages can increase conversions by 80%. Via: CodeFuel

Google Ranking Video
50

It’s 50x easier to get a video to rank on the first page of Google. Via: SlideShare

Video Boosts Email Success

Open Rates (19%)

19%

Click-thru Rates (65%)

65%

Unsubscribe Rates (29%)

29%

Using the word “Video” in an email subject line boosts open rates by 19%, click-through rates by 65%, and reduces unsubscribe rates by 26%. Via: CodeFuel

Work-Related Videos

75% of executives watch work-related videos at least once a week. Via: SlideShare

Infographics

Infographics

2014

51%

2015

62%

Infographics were the B2B content marketing tactic with the biggest increase from 2014 to 2015, up to 62% from 51%. Via: Content Marketing Institute

Generates More Search Volume

Infographics are generating 45% more search volume and traffic than most content online. Via: memeburn

More Likely to Read Infographics
30

Users are 30 times more likely to read infographics than text. Via: HubSpot

Sharing Infographics

Blog

40%

Infographic

39%

Buyers are most likely to share blog posts (40%), more than any other content form. Next most likely shared content form is infographics (39%). Via: Demand Gen Report

Content Marketing Strategy

Documented Strategy

Documented (35%)

35%

Undocumented (48%)

48%

35% of B2B marketers say they have a documented content marketing strategy. 48% say they have a content marketing strategy, but it is not documented. Via: Content Marketing Institute

Marketing with Content

90% of organizations now market with content. Via: Demand Metric

Brand Awareness

#1 Goal

84% of enterprise marketers site brand awareness as their number one goal for content marketing Via: Marketo

Top 3 Challenges
  • Creating engaging content

  • Producing content consistently

  • Measuring content effectiveness

Top 3 challenges of B2B content marketers: #1 Creating engaging content; #2 Producing content consistently; #3 Measuring content effectiveness. Via: DNB

Effective Content Marketing Tactics

In-person Events

69%

Webinars/Webcasts

64%

Video

60%

Blogs

60%

The most effective B2B content marketing tactics are in-person events (cited by 69% of marketers), webinars/webcasts (64%), video (60%), and blogs (60%). Via: eMarketer

Buyers Use Content to Make Decisions

67% of B2B buyers rely more on content to research and make purchasing decisions than they did a year ago. Via: Demand Gen Report

Tech Buyers Read More Content

Nearly 64% of B2B technology buyers indicated that they read between 2 to 5 pieces of content before making a purchase. Via: Ecccolo Media

Audiences Targeted
  • 4 – Average number of different audiences targeted

  • 13 – Average number of marketing initiatives worked on

The average number of different audiences B2B marketers target with separate content marketing strategies is 4. The average number of content marketing initiatives B2B marketers worked on at any given time is 13. Via: SlideShare

Content Creation

Inefficient Content Production
  • $958M each year in excess spending

Inefficiency in content production results in an estimated $958M each year in excessive spend for mid-to-large B2B US companies. Via: Gleanster

Time Spent Creating Content

B2B firms with over 250 employees estimate that in an average month the marketing staff allocates about 62% of their time to content production. Via: Kapost

Annual Spend on Content Creation
  • $5.2 billion spent on content creation

B2B firms spend over $5.2B a year on content creation efforts. Via: Gleanster

Blogging is Valuable
59

59% of B2B marketers consider blog the most valuable channel. Via: Demand Metric

Engaging, High-Quality Content

89% of marketers are focused on creating more engaging, higher-quality content over the next 12 months. Via: Marketo

Long-form Content
  • 1,500 words shared more often

Long-form content (over 1,500 words) is shared more often. Via: Imagine Pub

% of Fortune 500 Companies Blogging
31

Blogs are one of the most effective tools for increasing organic search traffic, and are highly influential with buyers. Yet just 31% of Fortune 500 enterprises now maintain an official blog. Via: Business2Community

Outsourcing Content

Companies

62%

62% of companies outsource their content marketing. Via: Imagine Pub

Content Not Used by Sales Dept.

90% of marketing-produced content is not used by sales. Via: DNB

Content Lacks Quality
69

Sixty-nine percent of content marketing lacks quality. Via: Marketing Land

Content Distribution

Creating More Content

B2B Marketers

70%

70% of B2B marketers are creating more content than they did one year ago. Via: Content Marketing Institute

LinkedIn for Distributing Content

94% of B2B marketers use LinkedIn to distribute content, making it the social media platform used most often (they also say it’s the most effective social media platform). Via: Content Marketing Institute

Search Engine Marketing

B2B Marketers

58%

58% of B2B marketers use search engine marketing, making it the paid method used most often to promote/distribute content (they also say it’s the most effective paid method). Via: Content Marketing Institute

Publish New Content Daily
42

42% of B2B marketers publish new content daily or multiple times per week. Via: Content Marketing Institute

Effective Marketers Distribute More Content

Over 50% of the most effective marketers put out new content for their readers at least several times a week, if not every single day. Via: Sprout Worth

Best Day to Share Content
  • Thursdays

Content shared on Thursdays has the longest “link lifespan” (people still clicking on those links several days later). Via: SocialMediaToday

Educational Content

69% of people trust an organization’s educational content if it is discovered via a friend. Via: Imagine Pub

Case Studies Preferred

69% of B2B marketers chose case study as the preferred content type for their social media marketing in the pre-sale stage of the buying cycle. Via: Regalix

Buyer Personas

Confused by Buyer Personas

Nearly 80% of the respondents (State of Buyer Persona survey) indicated they were confused about what buyer personas were, what were the differences between profiling and buyer personas, what were the essential elements of buyer persona development, and the role of qualitative research methods. Via: Tony Zambito

Using Buyer Personas

Have Buyer Personas (44%)

44%

Personas are Slightly/Somewhat Effective (83%)

83%

44% of B2B marketers say they have buyer personas, yet 83% of these marketers say they are only slightly or somewhat effective at using them. Via: Marketeer

Buyer Persona Effectiveness

Only 15% of the respondents of the State of Buyer Persona survey stated their buyer personas were very to significantly effective. Via: Tony Zambito

Align Content with Persona

Best-in Class (50%)

50%

Average Companies (35%)

35%

50% of best-in-class companies have a process to align marketing content with buyer personas, only 35% of industry average companies do so. Via: Marketeer

Social Media

Watch FB Video Daily

Facebook Viewers (50%)

50%

On average, more than 50% of people who come back to Facebook every day in the US watch at least one video daily. Via: Facebook

ROI Tracking

#1 Challenge

The #1 challenge B2B marketers face with social media is tracking ROI. Via: B2B Marketing

Most Used Platforms

Twitter

93%

LinkedIn

91%

Twitter (93%) and LinkedIn (91%) are the most used social platforms for B2B marketers. Via: Regalix

Effective Social Media

B2B Marketers

64%

64% of B2B marketers said LinkedIn is the most effective social media channel for customer engagement at the pre-sales stage of the buying cycle. Via: Regalix

Social Customer Care
7
Messages

7 in 8 messages to brands go unanswered within 72 hours Via: Sprout Social

Preferred Post-Sale Content Type

Blog Post

59%

During the post-sale stage, blog post (59%) was the most chosen content type. Via: Regalix

Forums
5

Industry-specific forums are five times more popular than Twitter with B2B audiences. Via: Imagine Pub

Most Engaging Facebook Posts

93% of the most engaging posts on Facebook are photo posts. Via: Social Media Examiner

Search Engine Optimization

Google Algorithms
500-600

Google changes its algorithm 500-600 times per year. Via: Marketing Charts

Video SEO

Using Video

76%

Effectiveness

60%

76% of B2B use some form of video in their content marketing with 60% confirming that this approach was very effective. Via: Content Marketing Institute

Search Traffic

70% of search traffic comes from long-tail search terms. Via: Moz

Content for SEO

Companies

45%

Agencies

51%

45% of companies and 51% of agencies say content marketing is “highly integrated” with their SEO strategy. Via: HubSpot

Top Success Metrics

Website Traffic (71%)

71%

Revenue (57%)

57%

Keyword Traffic (46%)

46%

Search Engine Rankings (46%)

46%

The top metrics used to measure content marketing success are website traffic (cited by 71% of marketers), revenue (57%), keyword traffic and conversions (46%), and search engine rankings (46%). Via: MediaPost

Quality Content

Quality Content (54%)

54%

Website Updates (50%)

50%

54% of corporate marketers say that quality content is among the most effective SEO tactics their company uses, while 50% also cite (closely related) frequent website updates. Via: MediaPost

Website Traffic

Website traffic is critical for B2B marketers – 63% say it’s the metric they review more than any other to evaluate success, according to CMI’s B2B Content Marketing 2015: Benchmarks, Budgets, and Trends. Via: Content Marketing Institute

Average Content Length
2000

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. The higher up you go on the search listings page, the more content each web page has. Via: Quicksprout

Predictive Analytics

Predictive Analytic Solutions
64

64% of marketers are implementing or upgrading predictive analytics solutions today or plan to do so in the next 12 months. Via: Forrester

Predictive Objectives

61% of B2B marketers say “improve conversion rates” is their objective for investing in predictive marketing. Via: Demand Gen Report

Largest Big Data Users

Financial Services (22%)

22%

Technology (16%)

16%

The Financial Services industry is the largest user of Big Data at 22%, the Technology industry is second at 16%. Via: Datameer

Big Data Projects

83% of business leaders have pursued Big Data projects in order to seize a competitive edge. Via: Cloud Computing

Content Marketing Budgets

Increased Content Marketing

59% of marketers expect their organization’s content marketing budget to increase spending in the next 12 months. Via: One Spot

Mobile Budgets

Media Time (24%)

24%

Mobile Budget (8%)

8%

In the United States market, 24% of our media time is spent on the mobile device yet only 8% of advertising dollars are aligned there.Via: KO Marketing Associates

Content Marketing Expense
62

Content marketing is 62% less expensive than traditional marketing. Via: Demand Metric

Effective B2B Marketers

51% of enterprise marketers say they will increase spending on content marketing. Via: Marketo

Content Budgets
28

B2B marketers spend 28% of their budgets on content marketing. Via: Content Marketing Institute

Increased Mobile Budgets

64% of B2B companies plan to increase their mobile marketing budgets in the next 12 months. Via: Marketing Charts

Enterprise Marketers

Content Marketing (23%)

23%

Enterprise marketers spent an average of 23% of their budget on content marketing. Via: Marketo

Increased Content Budgets
59

59% of marketers expect their organization’s content marketing budget to increase spending in the next 12 months. Via: OneSpot

Email Content Marketing

Email Campaigns Accessible on Mobile

For the first time, companies are more likely to state they are making email campaigns accessible on a mobile device. More than three in every five companies (61%) are optimizing email for mobile devices; an increase of 144% in just two years. Via: Adestra

Email Dominates

Email

88%

LinkedIn

43%

Twitter

35%

Email dominates all other methods of content sharing: 88% of B2B buyers use email to share content. LinkedIn is 2nd (43%) and Twitter is 3rd (35%). Via: Demand Gen Report

Email More Effective
40

Email remains a significantly more effective way to acquire customers than social media — nearly 40 times that of Facebook and Twitter combined. Via: McKinsey & Company

Fully Integrated Email

Instead of worrying about millennial behavioral trends, most companies see email as an integral part of their future marketing activities. More than five in every six companies (84%) see email as being fully integrated with other marketing channels within the next five years, with 76% believing all email communications will be completely personalized. Via: Adestra

Email Open Rates

Mobile

45%

Desktop

36%

45% of email opens occurred on mobile, compared to 36% on desktop. Via: emailmonday

Responsive Design for Email

48% of B2B marketers always/often use responsive design to build email campaigns. Via: Salesforce

Content Marketing for Lead Generation

Cost Per Lead Generated

74% of marketers spend more than $50 per lead generated, with 5% spending more than $1,000. Via: Mintigo

Common Lead Generation Strategies

Email

78%

Event

73%

Content

67%

The three most commonly used lead gen strategies are email marketing (78%), event marketing (73%), and content marketing (67%). Via: Direct Marketing News

Automation Software vs Email Software
2

Marketing automation software has generated twice as many leads as email marketing software in 2015 so far. Via: Statista

Lead Generation Goals

B2B Marketers

83%

83% of B2B marketers use content marketing to achieve their lead generation goals. Via: Content Marketing Institute

Leads from Social Media

Social Media

54%

54% of B2B marketers have generated leads from social media. Via: Content Marketing Institute

Leads Generated from Social Media

More than 80% of B2B leads generated through social media are from LinkedIn. Via: Oktopost

Inbound Converts Leads
28

Inbound converts a lead to an opportunity 28% higher than paid marketing. Via: Marketo

Blogging For Leads

81% of businesses have reported their blog as “useful” or “critical” to B2B lead generation. Via: HubSpot

Marketing Automation

Worldwide Marketing Automation Usage

US

55%

Worldwide

79%

79% of B2B marketers worldwide use marketing automation, compared to only 55% in the US. Via: eMarketer

Implementing Automation

88% of B2B companies plan on implementing marketing automation in their organizations by the start of the 2017-2018 financial year. Via: B2B Marketing

Biggest Benefits

Saving Time (74%)

74%

Increased Customer Engagement (68%)

68%

Timely Communications (58%)

58%

Increased Opportunities (58%)

58%

Marketers say that the biggest benefits of Automation are Saving time (74%), Increased customer engagement (68%), More timely communications (58%) and Increased opportunities including up-selling (58%). Via: Adestra

Marketing Automation is Very Effective

67% of marketing automation-users listed the technology as “very effective/effective.” Via: Salesforce

Monthly “Marketing Automation” Searches
  • 12,100 searches in February 2014

  • 14,800 searches in January 2015

Monthly Google searches for “marketing automation” have grown by 22%, from 12,100 in Feb 2014 to 14,800 in January 2015. Via: Get Spokal

Increased Marketing Automation Budgets

63% of users plan to increase their marketing automation budget this year. Via: Marketo

Mobile Marketing

Mobile Display and Search Spending
  • Mobile display ad spend will total $33.9 billion

  • Mobile search ad spend will total $28.41 billion

Through 2019, both display and search will increase at a similar rate, with display widening the gap slightly by virtue of growing from a higher base. By the end of our forecast, mobile display ad spend will total $33.90 billion, while mobile search will be $28.41 billion. Via: eMarketer

Mobile is Core to Business

71% of marketers believe mobile marketing is core to their business. Via: Salesforce

Mobile Ad Spend in U.S.

2015

49%

2019

72.2%

In 2015, mobile ad spending in the US will increase 50.0%, reaching $28.72 billion and accounting for 49.0% of all digital ad spending. By 2019, mobile ad spending will rise to $65.87 billion, or 72.2% of total digital ad spend. Via: eMarketer

Critical for Products & Services

70% of marketers using mobile say it’s a critical enabler of products or services. Via: Salesforce

Global Website Traffic

73% of global traffic to B2B company sites originate from the search engines. Most will not go past the first page of Google. Via: E-Commerce & B2B

B2B E-commerce
  • $5.5 trillion in sales worldwide in 2012

  • $12 trillion in sales by 2020

B2B e-commerce projected to hit $12 trillion in sales worldwide by 2020, up from $5.5 trillion in 2012. Via: Internet Retailer

Key Mobile Objectives

Brand Awareness (67%)

67%

Customer Engagement (62%)

62%

Brand awareness and customer engagement are the key mobile objective for B2B companies at 67% and 62% respectively. Via: Marketing Charts

Dedicated Mobile Marketing Team

58% of marketers have a dedicated mobile marketing team. Via: Salesforce

Mobile Marketing
46

46% of marketers surveyed are using some form of mobile marketing—either SMS, push notifications, mobile apps, or location functionality. Via: Salesforce

Video on Mobile

Second quarter 2015 saw mobile video plays exceed 44%,
up 74% from a year ago. Via: Ooyala

Wearables

Wearables an Alternative to Smartphones

Within five years, 40% of wearables will have evolved into a viable consumer mass market alternative to smartphones. Via: IDC

Wearable Usage
64

64% of consumers surveyed use their wearable tech daily. Via: Startek

Wearables Working with Mobile Devices

Consumers

63%

63% of consumers say wearable tech should work with any mobile device regardless of operating system (i.e. iOS, Android, Windows). Via: Startek

Wearable Forecast
150

Morgan Stanley Analysts forecast the marketplace for wearable technology to grow at a compound rate of over 150% through 2017, with a saturation level of 248 million devices at that point. Longer projections call for sales to reach 1 billion unit level by 2020. Via: Amac Advantage