What are the content marketing statistics that matter?
How can you convince your team, let alone your boss that content marketing is worth the investment?
Well, compiling the right data is the best way to go.
Content Marketing has a host of benefits and is definitely worth the time and effort. However, no one can blame management and executive leadership for wanting to have an idea of the potential ROI.
Before they begin purchasing content marketing tools, hiring additional staff, or scheduling meetings to discuss reports, they want to know what content marketing can do for their companies. This is a smart move and one we appreciate!
We are here to help you make the case for content marketing, as we believe it can do wonders for your connection to your audience, and your overall bottom line.
So, below are categories of game-changing statistics that every marketer should know.
Content Marketing ROI
This category is the one your bosses will likely care the most about, and it makes total sense.
They want to know what the potential ROI is in investing in content marketing as well as various aspects of these methods (email marketing, blogging, social media marketing, etc.) So, take a look at these stats that reveal how an investment in content marketing can pay off:
Content Marketing rakes in conversion rates that are 6 times higher than other methods. (Source)
53 percent of marketers see higher ROI from inbound marketing tactics. (Source)
B2B companies that blog generate 67 percent more leads per month than those that don’t. (Source)
U.S. marketers who spend more than $25,000 per year save an average of 13 percent in overall cost per lead. (Source)
Marketers who have prioritized blogging are 13 times more likely to enjoy positive ROI. (Source)
Inbound marketers who measure ROI are more than 12 times likely to be generating a greater year-over-year return. (Source)
Content marketing costs 62 percent less than traditional marketing methods and generates approximately three times as many leads as traditional marketing per dollar spent. (Source)
74 percent of companies found that content marketing is causing their marketing team’s lead quality and quantity to rise. (Source)
Small businesses with blogs receive 126 percent more lead growth than small businesses without. (Source)
Marketers that calculate ROI are 1.6 times more likely to receive higher budgets. (Source)
Email Marketing Statistics
Email is still king when it comes to reaching audiences. While social media is incredibly important to a brand’s success—as will be indicated later on—it is not the only content marketing medium that you should be focusing on. Email is still one of the only direct ways to reach specific target audiences with tailored content.
So, if you are thinking of putting together an email marketing strategy, take a look at these data points for reference:
The number of email users worldwide is 3.8 billion. (Source)
Email users are expected to hit 4.3 billion by 2022. (Source)
86 percent of professionals prefer to use email when communicating for business purposes. (Source)
Email marketing has an ROI of $40 for every dollar spent. (Source)
More than 70 percent of users read their emails in a mobile app. (Source)
Mobile users check their email 3 times more than non-mobile users. (Source)
59 percent of B2B marketers say email is their most effective channel for generating revenue. (Source)
Transactional emails receive 8 times as many opens when compared to regular marketing emails. (Source)
Emails with personalized message content receive a 5 percent increase in open rates when compared to non-personalized email content. (Source)
Marketing automation plays a huge part in B2C email marketing. As the most powerful automated email for B2C retailers is the email triggered when a customer abandons their cart. This email received a staggering clickthrough rate of 40 percent. (Source)
Video Marketing Statistics
Over the past five years, video has emerged as a top marketing medium. From YouTube to Vimeo, and all social media platforms, consumers are starting to engage with more video content. While it is turning out to be a major draw, is it worth the effort? We will let you be the judge.
Check out the video marketing stats below:
5 billion videos are watched on YouTube each day. (Source)
A third of those on the internet (over one billion users) are YouTube users. (Source)
100 million hours of video per day are watched on Facebook. (Source)
1200 percent more shares are generated by social videos than text and images combined. (Source)
Marketers who use video grow revenue 49 percent faster than non-video users. (Source)
Video is trusted by 40 percent of millennials. (Source)
Half of 18-to-34-year-old YouTube subscribers would drop what they are doing to watch a new video by their favourite creator. (Source)
64 percent of consumers make a purchase after watching branded social videos. (Source)
Almost 77 percent of professional marketers and SMB owners that have used video marketing say that it has had a direct impact on sales. (Source)
When asked the type of video content they would like to see more of from brands by HubSpot, the consumer’s top choice was “explainer videos.” (Source)
SEO and Content Marketing Statistics
If you produce great content, but no one sees it, did your efforts matter? Much like the “did you make a sound if you cut down a tree in the forest and no one heard you,” analogy, SEO is the same idea for content marketing. You want your content to be seen by others. However, without the proper strategy to optimize your content for high page rankings, then it is likely that no one will be exposed to your content (at least in searches). So, below are some reasons why investing in SEO is crucial:
67,000 searches are performed on Google every second. (Source)
93 percent of all online experiences start with a search engine. (Source)
Websites on the first page of a search query receive 95 percent of the attention of internet users. (Source)
The second page of search engines only attracts 5 percent of search traffic. (Source)
Local searches cause 50 percent of users to visit a store within a day. (Source)
1 in 3 searches on a smartphone happens right before consumers visit a store. (Source)
58 percent of searches come from mobile. (Source)
Nearly 39 percent of all global e-commerce traffic comes from search. (Source)
70 to 80 percent of search engine users only focus on organic results, which causes them to ignore paid ads. (Source)
In 2018, brands and agencies in the United States spent a total of $72.02 billion on SEO services. The number is expected to rise to over $79 billion by 2022. (Source)
While marketing does include strategic thinking, project management, and high-level tasks, much of it involves redundancy. From sending out that “welcome” email to researching what is said about your company on social media, a lot of the day revolves around repetitive—but important—tasks. Marketing automation is altering this narrative through the use of AI and machine learning.
These technological innovations are allowing marketers to have software take care of a lot of the mundane tasks of content marketing, while also providing valuable insights into marketing trends and analytics. Take a look at the marketing automation data takeaways below:
51 percent of companies are currently using marketing automation. (Source)
Companies that automate lead management see a 10 percent or more increase in revenue within 6 to 9 months. (Source)
79 percent of top performing companies have been using marketing automation for 3 or more years. (Source)
Marketers say that the biggest benefit of automation is saving time. (Source)
On average, marketing automation drives a 14.5 percent increase in sales productivity and a 12.2 percent decrease in marketing overhead. (Source)
91 percent of marketing automation users agree that it is “very important,” to the success of their online marketing activities. (Source)
4 in 5 users have increased their leads by using marketing automation software. (Source)
According to users, the most important goal of marketing automation strategy is increasing lead generation (61 percent) with lead nurturing (57 percent), and sales revenue (47 percent) not too far behind. (Source)
Outside of saving time, the most significant benefits of marketing automation are increased customer engagement (68 percent) and more timely communications (58 percent). (Source)
Marketing technology represents 33 percent of the average marketing budget. (Source)
There are 258 marketing automation software platforms in the marketing landscape. (Source)
Social Media Marketing Statistics
Websites used to be the only online real estate that business owners and marketers had to pay attention to as well as develop. Today, things have changed. Over the past decade, social media has risen to become one of the most significant marketing channels. While methods like email still reign supreme, social media’s influence cannot be ignored, especially in relation to content marketing strategy. How significant is it? Take a look at the stats below.
In the United States, 7 out of 10 people have at least 1 social media profile. (Source)
33 percent of customers would rather contact a company over social media than on the phone. (Source)
Over half of social media users will interact with brands several times a month. (Source)
Twitter has over 326 million active users worldwide. (Source)
Facebook has over two billion active users worldwide. (Source)
Instagram’s monthly active users has grown to over one billion. (Source)
Digital consumers spend approximately 2.5 hours on social networks and social messaging each day. (Source)
More than 40 percent of digital consumers use social networks to research new brands or products. (Source)
In 2019, stories are set to outpace feeds. (Source)
Content consumption on Facebook has increased 57 percent in the past two years. (Source)
Blog Content Marketing Statistics
When most individuals think of content marketing, it is likely that their mind centres around blogs. Blogs are likely one of the most popular mediums for communicating with target audiences. The versatility allows marketers to use them to instruct, add value, or entertain. Whatever the purpose, blogs are integral to any content marketing strategy. Check out their significance below.
Globally, over 2 billion blog posts are being published each year. (Source)
55 percent of marketers say that blog creation is their top inbound marketing strategy. (Source)
Companies that posted over 16 blog posts per month, got almost 3.5 times more traffic than companies that published zero to four monthly posts. (Source)
Titles with 6 to 13 words attract the highest and most consistent amount of traffic. (Source)
Longer and in-depth blog posts generate 9 times more leads than short ones. (Source)
The top 3 blogging metrics for today are page views, shares and likes, and the amount of time spent on a page. (Source)
Over 50 percent of marketers that curate content says that it has increased brand visibility, thought leadership, SEO, and web traffic. (Source)
43 percent of B2B marketers say blogging is their most important type of content. (Source)
57 percent of marketers plan to increase their blogging in the relatively near future. (Source)
Over 50 percent of bloggers who write articles that are over 2,000 words long reported that the received stronger results for their efforts. (Source)
50 percent of bloggers who write long-form content report strong results, but only 8 percent of bloggers do it. (Source)
Mobile Content Marketing and Usage Statistics
Content marketing has extended past traditional mediums of accessing digital content. Today, more individuals than ever are accessing content on smartphones and tablets. Because these items are likely carried with individuals wherever they go, audiences are consuming more content at various points throughout the day. Now, websites, landing pages, emails, and other content have to be optimized for mobile users. Find out more about the rise of mobile content marketing below.
95 percent of Americans own a cellphone of some kind, while 77 percent of those individuals own a smartphone. (Source)
1 in 5 Americans are now “smartphone only” users, which means they own a smartphone but do not have traditional broadband home service. (Source)
Mobile now accounts for almost 70 percent of digital media. (Source)
7 out of 10 minutes spent with YouTube are now on mobile devices. (Source)
79 percent of social media usage is on mobile devices. (Source)
Mobile is responsible for at least 50 percent of all email opens. (Source)
69 percent of smartphone users say that they are more likely to buy from companies with mobile sites that easily address their questions or concerns. (Source)
People today have twice as many interactions with brands on mobile than anywhere else. (Source)
42 percent of all mobile brand experiences involve search. (Source)
53 percent of users will leave your site if it does not load in three seconds or less. (Source)
Visual Content/Image Marketing
We finally have data to support that a picture “is truly worth a thousand words.” Photos can evoke emotion, which is excellent news for a marketer. The goal is to engage consumers and create bonds with them. Photos and graphics are one of the best ways to accomplish this.
Visual content marketing can benefit your content marketing efforts but by how much? See the advantages of including images and graphics in your content below:
Marketers feel that images beat out blog posts when it comes to content marketing for their business. 32 percent say visual images are the most important form content for their business, with blogging coming in second (27 percent). (Source)
80 percent of marketers use visual assets in their social media marketing. (Source)
If a relevant image is paired with information, individuals retained 65 percent of the same information three days later (compared to only 10 percent who viewed the information without the image). (Source)
Articles with images receive 94 percent more views. (Source)
60 percent of consumers are more likely to consider or contact a business when an image shows up in local search results. (Source)
For consumers, the quality of a product image is more important than product information, and ratings and reviews. (Source)
Infographics can increase web traffic by up to 12 percent. (Source)
Tweets with images receive 150 percent more retweets than tweets without images. (Source)
40 percent of marketers use stock photographs, while 37 percent use original graphics. (Source)
42 percent of marketers put less than 10 percent of their budgets toward creating visuals in 2018. (Source)
Additional Digital Marketing Statistics
Above, we touched on some of the most significant statistics in various aspects of content marketing. However, what is happening in this sector as a whole? What trends should you be aware of, and what is happening at the intersection of digital marketing and content strategy?
Check out these statistics below:
For B2C companies, 71 percent felt that social media posts are the most effective types of content. (Source)
Content marketing receives 3 times more search leads than paid advertising per dollar spent. (Source)
After reading recommendations on a blog, 61 percent of U.S. online consumers made a purchase. (Source)
Websites with blog content have 434 percent more search engine indexed pages than those that do not publish. (Source)
60 percent of marketers create at least 1 piece of content per day. (Source)
Facebook is worth investing in, as 57 percent of all content is shared on the platform. (Source)
LinkedIn is the most effective social media platform for delivering content and securing audience engagement. (Source)
47 percent of buyers viewed three to five pieces of content before interacting with a sales rep. (Source)
48 percent of marketers in 2018 were planning to add YouTube as a distribution channel in 2019. (Source)
60 percent of the most effective B2C marketers have a documented content strategy. (Source)
What's next for Content Marketing?
Content marketing’s influence on today’s marketing landscape is undeniable. It reveals a shift in consumer attitudes. No longer do customers want to be “talked at” through commercials or paid ads, instead, they are looking for genuine communication.
Fortunately, many of today’s marketers are getting the memo, and as a result, they are integrating content marketing into their overall strategies.
From marketing automation to data analytics, and everything in between, companies are realizing that there is value in content creation.
As technologies improve and consumer’s become more accustomed to customization, marketers will have to continue to reference stats like those above to create a blueprint for how to utilize marketing innovations to continue to attract key audiences.