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65 Game-Changing Content Marketing Statistics

Ready to win floods of new customers with irresistible content? Want to create serious revenue impact and prove your business case to stakeholders across the whole business? These content marketing stats are a must-read. We've gathered the numbers that demonstrate the real power of content.

Ready to win floods of new customers with irresistible content?

Want to create serious revenue impact and prove your business case to stakeholders across the whole business?

These content marketing stats are a must-read.

Maybe you need some data-driven direction for your content marketing strategy. Or you have an awesome strategy but still need to get buy-in from the powers that be.

You need these content marketing statistics.

To help you navigate to the numbers you need, we’ve split the statistics into categories. Skip through to the areas that interest you most, or sit back and devour them all.


Content marketing ROI statistics

These are the content marketing stats you can take to your boss. The ones that prove your business case that content marketing delivers a strong ROI and should definitely win more marketing budget along the way.

Let’s dive in...

  • Content marketing generates over 3X as many leads as outbound marketing and costs 62% less. (DemandMetric)

  • In 2018, only 39% of content marketers have a documented content marketing strategy. That number, however, jumps to 65% among top performing organisations. (CMI & MarketingProfs)

  • 72% of marketers say content marketing increases engagement. (CMI)

  • 72% of marketers say content marketing has increased lead generation. (CMI)

  • Year-over-year growth in unique site traffic is 7.8X higher for content marketing (19.7%) leaders than followers (2.5%). (Aberdeen)

  • Conversion rates are nearly 6X higher for content marketing adopters (2.9%) than non-adopters (0.5%). (Aberdeen)

  • 47% of buyers view 3-5 pieces of content before engaging with a salesperson. (DemandGen)

  • 96% of the most successful content marketers say their audience views their organisation as a credible and trusted resource. (CMI)

Takeaway: Content marketing is one of the most effective tools in your overall marketing strategy.

For a massive majority of marketers, content marketing nurtures cold visitors into warm leads into red-hot prospects and, ultimately, passionate brand advocates.

Get it right and the rewards are colossal. Want more statistics to assist with your 2019 strategy? Check out our digital marketing stats..


Content Marketing Strategy

Is your content marketing strategy up to scratch? How does it compare to other marketers? Take a look at these stats from the Content Marketing Institute (CMI):

  • 60% of marketers either don’t have a strategy, or they have one and it’s just not documented.

  • Only 5% of B2C marketers and 4% of B2B marketers consider their content marketing extremely successful.

  • Yet 86% of B2C companies and 91% of B2B marketers are committed to leveraging content marketing for ongoing marketing success.

Takeaway: Many marketers are missing out on a huge opportunity, simply by letting their content marketing strategy slide. The fact is, those brands that stand out over time have a strategy in place to guide smarter content marketing decision-making.

The answer? Invest time and resources in creating a killer strategy for content marketing success.


Blog Content Marketing Statistics

Think written content is dying? Think again. So, how many blogs should you be posting, how long and what kind of results can you expect? Here’s the research with the answers:

  • 60% of marketers say blog content creation is their top inbound marketing priority. (HubSpot)

  • 9% of marketers plan to add Medium to their marketing efforts over the next 12 months. (HubSpot)

  • Companies that published 16+ blog posts per month got almost 3.5X more traffic than those that published 0-4 monthly posts. (HubSpot)

  • B2C companies that blogged 11+ times per month got more than 4X as many leads than those that blog only 4-5 times per month. (HubSpot)

  • Titles with 6-13 words attract the highest and most consistent amount of traffic. (HubSpot)

  • Long content outperforms short content by 40.54% (CopyPress)

  • In 2014, the average blog post was 808 words. In 2017, it was 1,142 words. (Search Engine Journal)

  • If you’re after social shares, blogs should be between 600 to 1,500 words (The Write Practices)

  • Blog articles with images get 94% more views than those without (Jeff Bullas)

Takeaway: Blogs are as popular as ever, especially for B2B audiences. Authoritative blog posts are a fantastic way to position your brand as a leader and build trust.

And the copywriting secrets for success? Longer tends to be better and images are a must.


SEO and Content Statistics

It’s hard to separate SEO and content strategy. Search engine optimisation affects where content appears, whether people see it, and whether they click through to your site. So exactly how important is SEO to your content strategy, and how can you improve it?

  • 95% of people only look at the first page of search results (so optimise your content if you want to getfound!). (Brafton)

  • 61% of B2B marketers are concerned about SEO/search algorithms when it comes to content marketing. (CMI)

  • Websites that include a blog typically have 434% more indexed pages than those that don’t. (Forbes)

  • Including a video in a post increases organic traffic from search results by 157%. (Search Engine People)

  • Business sites with blogs have 97% more inbound links, which helps with SEO. (HubSpot)

  • The average first-page result on Google has 1,890 words. (Backlinko)

content word length backlinko diagram

Image Credit: Backlinko

  • Content with at least one image significantly outperformed content without any images in the search engine results. (Backlinko)

Takeaway: The longest term strategy you can bank on for content exposure is nailing your SEO. Make sure to create high quality content to earn backlinks and climb to the top of organic search results.


Podcast and Audio Content Statistics

Thinking about investing in podcast and audio content but not sure if it’s worth the effort? The statistics speak volumes:

  • 45% of global internet users aged 25-34 listen to podcasts (Statista)

  • 3.5 million people listen to podcasts in Australia. (MediaWeek)

  • Podcasting is the fastest-growing on-demand audio medium with 3.5 million listeners aged 16-64. (MediaWeek)

  • 49% of podcast listeners are more likely to influence those around them and have a higher discretionary spend on key categories including retail, travel and entertainment. (MediaWeek)

  • 63% of Australian listeners having taken some type of action based on advertising or a sponsorship (MarketingMag)

  • 17% of marketers plan to add podcasting to their marketing efforts in the next 12 months. (HubSpot)

  • Voice-enabled smart speakers will be in a whopping 55% of households by 2022. (TechCrunch)

Takeaway: If you’re debating whether your business should start a podcast to boost content marketing efforts, the statistics speak volumes.

Creating a podcast for your business greatly expands your audience reach and establishes your brand as an authority. At the same time, start setting up your business for voice search success.


Video Content Marketing Statistics

It’s no secret that online video is exploding. Consumers just can’t get enough of video on any device. See for yourself:

  • 4X as many consumers would rather watch a video about a product than read a post about it. (Animoto)

  • 48% of marketers are making YouTube video a priority. (State of Inbound 2018 report)

  • 39% of marketers plan to focus on Facebook video. (State of Inbound 2018 report)

  • Video is trusted by 40% of millennials (Google)

  • Half of consumers aged 18-34 would stop what they’re doing to watch a new video. (Google)

  • 59% of executives say they’d rather watch a video than read text. (Wordstream)

  • 80% of consumers typically switch from video and online search when researching products. (Google)

  • Marketers who use video get 66% more leads a year. (Aberdeen Group)

  • Video will represent 82% of all internet traffic by 2021. (Cisco)

  • 81% of businesses use video as a marketing tool, up from 63% a year ago. (Hubspot)

  • Users view more than 1 billion hours of video a day on YouTube. (YouTube)

state of inbound

Image Credit: HubSpot

  • People are 1.5 times more likely to watch video on their mobile. (Facebook)

  • 92% of users watching video on their mobile will share it. (Wordstream)

  • Including a video on a landing page can boost the conversion rate by up to 80%. (Unbounce)

  • 52% of marketers say video has the best ROI out of all types of content. (HubSpot)

Takeaway: Whichever way you slice it, these stats prove that video is a highly relevant and lucrative content format to invest in right now and into the future. Creating videos for your brand is a no-brainer, especially for the billions of mobile users out there.


Images and Visual Content Marketing Statistics

Here’s a fact to chew on: 90% of information transmitted to the brain is visual according and visuals are known to improve learning and retention by 400% (Forbes).

It’s no wonder visual content is so powerful in engaging your audience and spreading your message. How powerful exactly? Take a look:

  • Infographics are liked and shared on social media 3X as often than any other content type. (HubSpot)

  • 84% of businesses who have used infographics find them effective (Forbes)

  • 74% of marketers rely on visuals in their social media messaging (Forbes)

  • 40% of marketers say using original graphics performed best (SocialMediaToday)

  • 49% of marketers say they use online tools or software to produce visual content (SocialMediaToday)

  • When people hear information, they're likely to remember only 10% of that information three days later. If a relevant image is paired with the information, people retained 65% of the information three days later. (Brainrules)

Takeaway: Visual content is an essential element in any content marketing strategy, especially when combined with social media marketing. The impact visual content has on reach, engagement, and sales is undeniable.


B2B Content Marketing Statistics

Thinking about including white papers in your content marketing strategy? Wondering how and where to reach B2B consumers with your content? Let’s break it down:

  • 58% of B2B marketers reported spending more on content creation in 2018 than in 2017. (CMI & MarketingProfs)

  • Only 54% of B2B marketers are using content to “delight” and build loyalty with existing customers. (CMI & MarketingProfs)

  • Only 24% of B2B marketers are partnering with others to expand their audience reach. (CMI & MarketingProfs).

  • Two-thirds of B2B buyers prefer credible content from industry influencers. (DemandGen)

  • 71% of B2B buyers consumed blog content during their buyer’s journey in 2018 - up from 66% in 2017. (DemandGen)

  • In 2018 B2B marketers rated blog articles as the most effective content format in the awareness stage, white papers during consideration, and case studies during decision. (CMI & MarketingProfs)

  • 76% of buyers say they are willing to share information about themselves with a business in exchange for a white paper (DemandGen)

  • 55% of business professionals say a great story captures their focus and keeps them engaged with content. (Prezi)

  • Around 3 in 4 professionals say animated visuals are effective in keeping an audience engaged - regardless of age group. (Prezi)

  • 71% of buyers say they were turned off by content that seems like a sales pitch. (Economist Group’s “Missing the Mark”)

  • 6 in 10 professionals say they can give a piece of content their undivided attention without getting distracted MORE now than one year ago. (Prezi)

Takeaway: The story for B2B buyers is only slightly different from B2C. The focus is well and truly on long-form content at all stages of the buyer journey. With sales pitches out of favour, storytelling is more important than ever.


Final Word

Are your shocked to find out the ROI of content marketing?

Maybe you’re surprised by the rise of podcasts or the staying power of blogs?

Or perhaps you’re amazed to find out that animated visuals engage business professionals.

These stats offer insights into the true impact of good content marketing, as well as what it takes to engage B2B and B2C consumers with content.

Use them to inform the direction of your content marketing strategy, win over the decision makers and propel your content success.

Now that you’re armed with the numbers, it’s time to take the next step and create your content marketing strategy. That’s where our Content Marketing Guide will help.

Whether you’re just starting out or want to forge the way to content success, this eBook reveals the secrets, strategies and templates for achieving rocketing revenue results.

download the content marketing guide

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