The 75 Essential Content Marketing Stats You Need To Know

Transcription

1 The 75 Essential Content Marketing Stats You Need To Know Everything from budgets to metrics to effectiveness. Here s what s happening with content marketing right now.

2 What is Content Marketing? Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience with the objective of driving profitable customer action. Content Marketing Institute

3 Infographic Sections 1 Testing Content How Marketing s Rising Tide Content Content Content is Being Used by Marketers Marketing Goals & Initiatives Marketing from the Audience Perspective Content Marketing Challenges Content Marketing Effectiveness The Super-Charged Results of Interactive Content Experiences

4 S E C T I O N 1 Content Marketing s Rising Tide

5 Content is the reason search began in the first place. Lee Odden, TopRank Marketing

6 27,000,000 27,000,000 pieces of content are shared each day. AOL

7 86 % 86% of B2B companies use content marketing B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing Institute and MarketingProfs

8 28 % On average, 28% of marketing budget is now allocated towards content marketing B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing Institute and MarketingProfs

9 77 % 77% of B2C companies use content marketing B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing Institute and MarketingProfs

10 55 % the next 12 months. of marketers expect to increase content marketing spending in 2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing Institute and MarketingProfs

11 59% of marketers create at least one piece of content each week B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing Institute and MarketingProfs

12 Content marketing is the top area of investment for the next 12 months. Demand Metric's Lead Generation Benchmark Report for 2014

13 B2B marketers use an average of 13 content marketing tactics B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing Institute and MarketingProfs

14 47 % marketing group. said their organization has a dedicated content 2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing Institute and MarketingProfs

15 70 % 70% of B2B marketers are creating more content than they did 1 year ago B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing Institute and MarketingProfs

16 Best-in-class content marketers plan to increase content marketing related program spend by an average of 22% over the next 12 months. Aberdeen

17 42 % 42% of content marketers publish new content to support content marketing strategies multiple times a week B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing Institute and MarketingProfs

18 54 % 54% of marketers are prioritizing content marketing hiring over any other type of marketing. Kapost

19 Content Marketing is all the Marketing that s left. Seth Godin

20 S E C T I O N 2 How Content is Being Used by Marketers

21 LinkedIn Twitter 94% How content marketers distribute content: 88% Facebook 84% 72% YouTube Google+ 64% SlideShare 41% Pinterest Instagram Vimeo 33% 24% 20% Flickr Stumble Upon Four 14% square 12% Tumblr Vine 11% 10% 9% 5% SnapChat 2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing Institute and MarketingProfs

22 Content marketing tactics used: 2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing Institute and MarketingProfs

23 On average, 3 paid advertising methods are used to promote/distribute content B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing Institute and MarketingProfs

24 Name 80 % REGISTER 80% of B2B content marketing assets require registration to access. Jeff Zabin, Starfleet Media

25 S E C T I O N 3 Content Marketing Goals & Initiatives

26 Content is anything that adds value to the reader s life. Avinash Kaushik, Google

27 55 % 31 % 55% of content marketers are currently working on better understanding what content is effective. 31% plan to begin working on it within 12 months B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing Institute and MarketingProfs

28 23% 63% 63% of content marketers are currently working on better converting visitors to the website. 23% plan to begin working on it within 12 months B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing Institute and MarketingProfs

29 84 % 84% of content marketers rank brand awareness as a highly important goal for their content marketing B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing Institute and MarketingProfs

30 69% of content marketers are currently working on creating more engaging/higher quality content.19% plan to begin working on it within 12 months B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing Institute and MarketingProfs

31 28% 54% 54% of content marketers are currently working on creating a greater variety of content. 28% plan to begin working within 12 months B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing Institute and MarketingProfs

32 23% 63% 63% of content marketers are currently working on finding more and better ways to repurpose content. 23% plan to begin working on it within 12 months B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing Institute and MarketingProfs

33 Percentage of marketers who identify these as their goals: Brand Awareness 84% Lead Generation 83% Engagement 81% Sales 75% Lead Nurturing 74% Customer Retention 69% 2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing Institute and MarketingProfs

34 60 % 60% of content marketers are currently working on creating visual content. 26% plan to begin working on it within 12 months B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing Institute and MarketingProfs

35 63 % 63% of content marketers are currently working on better understanding their audience. 21% plan to begin working on it within 12 months B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing Institute and MarketingProfs

36 How marketers measure success: Brand Awareness 84% Lead Generation 83% Engagement 81% Sales 75% Lead Nurturing 74% Customer Retention 69% 2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing Institute and MarketingProfs

37 58 % 26 % 58% of content marketers are currently working on optimizing content. 26% plan to begin working within 12 months B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing Institute and MarketingProfs

38 S E C T I O N 4 Content Marketing from the Audience Perspective

39 Content marketing is all about telling a compelling story. Joe Pulizzi, Content Marketing Institute

40 20 % 20% of Internet Users online time is spent on content B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing Institute and MarketingProfs

41 In the past 12 months, buyers have used this content to research purchasing decisions: Whitepapers 78% Case Studies 73% Webinars 67% ebooks 58% Videos 58% Blog Posts 56% Infographics 52% Interactive Presentations 28% ROI Calculators 25% 2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing Institute and MarketingProfs

42 68 % 68% of users spend time reading about brands that interest them. A Guide to Marketing Genius: Content Marketing

43 60 % 60% of people are inspired to seek out a product after reading about it. A Guide to Marketing Genius: Content Marketing

44 55.8 % 55.8% of B2B buyers frequently access business-related content on mobile phones. g B2B Content Preferences Survey: Buyers Want Short, Visual, Mobile-Optimized Content

45 82 % 82% of consumers feel more positive about a company after reading custom content. A Guide to Marketing Genius: Content Marketing

46 80% of people enjoy learning about companies through custom content. A Guide to Marketing Genius: Content Marketing

47 70% of people would rather learn about companies through an article than an advert. A Guide to Marketing Genius: Content Marketing

48 70% of consumers feel closer to a company as a result of content marketing. A Guide to Marketing Genius: Content Marketing

49 95% of B2B buyers prefer shorter content formats. B2B Content Preferences Survey: Buyers Want Short, Visual, Mobile-Optimized Content

50 S E C T I O N 5 Content Marketing Challenges

51 Content is king. Bill Gates

52 38 % Only 38% of marketers say their content marketing is effective. c 2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing Institute and MarketingProfs

53 81 % 81% of marketers cite the ability to create compelling content as one of the biggest challenges of content marketing. Jeff Zabin, Starfleet Media

54 Challenges B2B marketers face: Producing Content Consistently 50% Measuring Content Effectiveness 49% Producing a Variety of Content 42% Lack of Budget 41% Integration Across Marketing 30% Buy-in from Higher Ups 29% Tech Related Challenges 20% 2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing Institute and MarketingProfs

55 58 % 58% of marketers say content doesn t create opportunity for engagement. Demand Metric's Lead Generation Benchmark Report for 2014

56 29 % 29% of marketers say their content isn t generating interest or attention. Demand Metric's Lead Generation Benchmark Report for 2014

57 29 % 29% of marketers say content formats are boring or uninspiring. Demand Metric's Lead Generation Benchmark Report for 2014

58 Only 39% of marketing professionals consider themselves at least somewhat successful in tracking ROI of content marketing. f B2B Content Marketing Report

59 29% of marketers say long-form content is too hard to absorb. B2B Content Marketing Report

60 36 % 46 % 46% of content marketers are currently working on measuring content marketing ROI. 36% plan to begin working within 12 months B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing Institute and MarketingProfs

61 S E C T I O N 6 Content Marketing Challenges

62 You need to create ridiculously good content content that is useful, enjoyable and inspired. Ann Handley, Chief Content Officer, MarketingProfs

63 62 % Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads. Demand Metric

64 3X Content marketing produces three times more leads per each dollar spent. Kapost

65 53 % 53% of marketers rank content creation as the single most effective SEO tactic. Cursive

66 18 % In the last 12 months, Best-in-Class companies increased content marketing-based leads by 18%. Aberdeen

67 6X Website conversion rate is nearly 6x higher for content marketing adopters than it is for non-adopters. Aberdeen

68 41 % 41% of organizations with content marketing programs say they see an increase in brand awareness. MarketingLand

69 7.8X Year-over-year growth in unique site traffic is 7.8x higher for content marketing leaders than it is for content marketing followers. Aberdeen

70 51 % 51% of companies report that leads from content marketing are of higher quality than those generated through other means. Aberdeen

71 What content marketing tactics are most effective? Webinars/Webcasts 64% Videos 60% Blogs 60% Case Studies 58% Research Reports 58% enewsletters 55% ebooks 55% Microsites 54% 2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing Institute and MarketingProfs

72 48 % 48% of organizations with content marketing programs say it results in engagement with customers and prospects. MarketingLand

73 67 % On average, companies with blogs produce 67% more leads per month. A Guide to Marketing Genius: Content Marketing

74 S E C T I O N 7 The super-charged results of interactive content experiences

75 88 % vs 55 % 88% said interactive content is somewhat or very effective at differentiating from competitors, versus just 55% for static content. Demand Metric's Lead Generation Benchmark Report for 2014

76 93 % INTERACTIVE 70 % STATIC 93% said interactive content is somewhat or very effective at educating the buyer, versus just 70% for static content. Demand Metric's Lead Generation Benchmark Report for 2014

77 38 % 17 vs % 38% said interactive content is somewhat or very effective at being shared, versus just 17% for static content. Demand Metric's Lead Generation Benchmark Report for 2014

78 vs 70 % 36 % Interactive content generates conversions moderately or very well 70% of the time, compared to just 36% for passive content. Demand Metric's Lead Generation Benchmark Report for 2014

79 Thanks! Learn more about how we can help you rapidly deploy effective, engaging interactive content. Sales: