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.
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
Infographic Sections 1 Testing Content How Marketing s Rising Tide 2 3 4 Content Content Content is Being Used by Marketers Marketing Goals & Initiatives Marketing from the Audience Perspective 5 6 7 Content Marketing Challenges Content Marketing Effectiveness The Super-Charged Results of Interactive Content Experiences
S E C T I O N 1 Content Marketing s Rising Tide
Content is the reason search began in the first place. Lee Odden, TopRank Marketing
27,000,000 27,000,000 pieces of content are shared each day. AOL
86 % 86% of B2B companies use content marketing. 2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing Institute and MarketingProfs
28 % On average, 28% of marketing budget is now allocated towards content marketing. 2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing Institute and MarketingProfs
77 % 77% of B2C companies use content marketing. 2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing Institute and MarketingProfs
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
59% of marketers create at least one piece of content each week. 2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing Institute and MarketingProfs
Content marketing is the top area of investment for the next 12 months. Demand Metric's Lead Generation Benchmark Report for 2014
B2B marketers use an average of 13 content marketing tactics. 2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing Institute and MarketingProfs
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
70 % 70% of B2B marketers are creating more content than they did 1 year ago. 2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing Institute and MarketingProfs
Best-in-class content marketers plan to increase content marketing related program spend by an average of 22% over the next 12 months. Aberdeen
42 % 42% of content marketers publish new content to support content marketing strategies multiple times a week. 2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing Institute and MarketingProfs
54 % 54% of marketers are prioritizing content marketing hiring over any other type of marketing. Kapost
Content Marketing is all the Marketing that s left. Seth Godin
S E C T I O N 2 How Content is Being Used by Marketers
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
Content marketing tactics used: 2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing Institute and MarketingProfs
On average, 3 paid advertising methods are used to promote/distribute content. 2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing Institute and MarketingProfs
Name 80 % Email REGISTER 80% of B2B content marketing assets require registration to access. Jeff Zabin, Starfleet Media
S E C T I O N 3 Content Marketing Goals & Initiatives
Content is anything that adds value to the reader s life. Avinash Kaushik, Google
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. 2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing Institute and MarketingProfs
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. 2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing Institute and MarketingProfs
84 % 84% of content marketers rank brand awareness as a highly important goal for their content marketing. 2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing Institute and MarketingProfs
69% of content marketers are currently working on creating more engaging/higher quality content.19% plan to begin working on it within 12 months. 2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing Institute and MarketingProfs
28% 54% 54% of content marketers are currently working on creating a greater variety of content. 28% plan to begin working within 12 months. 2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing Institute and MarketingProfs
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. 2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing Institute and MarketingProfs
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
60 % 60% of content marketers are currently working on creating visual content. 26% plan to begin working on it within 12 months. 2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing Institute and MarketingProfs
63 % 63% of content marketers are currently working on better understanding their audience. 21% plan to begin working on it within 12 months. 2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing Institute and MarketingProfs
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
58 % 26 % 58% of content marketers are currently working on optimizing content. 26% plan to begin working within 12 months. 2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing Institute and MarketingProfs
S E C T I O N 4 Content Marketing from the Audience Perspective
Content marketing is all about telling a compelling story. Joe Pulizzi, Content Marketing Institute
20 % 20% of Internet Users online time is spent on content. 2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing Institute and MarketingProfs
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
68 % 68% of users spend time reading about brands that interest them. A Guide to Marketing Genius: Content Marketing
60 % 60% of people are inspired to seek out a product after reading about it. A Guide to Marketing Genius: Content Marketing
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
82 % 82% of consumers feel more positive about a company after reading custom content. A Guide to Marketing Genius: Content Marketing
80% of people enjoy learning about companies through custom content. A Guide to Marketing Genius: Content Marketing
70% of people would rather learn about companies through an article than an advert. A Guide to Marketing Genius: Content Marketing
70% of consumers feel closer to a company as a result of content marketing. A Guide to Marketing Genius: Content Marketing
95% of B2B buyers prefer shorter content formats. B2B Content Preferences Survey: Buyers Want Short, Visual, Mobile-Optimized Content
S E C T I O N 5 Content Marketing Challenges
Content is king. Bill Gates
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
81 % 81% of marketers cite the ability to create compelling content as one of the biggest challenges of content marketing. Jeff Zabin, Starfleet Media
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
58 % 58% of marketers say content doesn t create opportunity for engagement. Demand Metric's Lead Generation Benchmark Report for 2014
29 % 29% of marketers say their content isn t generating interest or attention. Demand Metric's Lead Generation Benchmark Report for 2014
29 % 29% of marketers say content formats are boring or uninspiring. Demand Metric's Lead Generation Benchmark Report for 2014
Only 39% of marketing professionals consider themselves at least somewhat successful in tracking ROI of content marketing. f B2B Content Marketing Report
29% of marketers say long-form content is too hard to absorb. B2B Content Marketing Report
36 % 46 % 46% of content marketers are currently working on measuring content marketing ROI. 36% plan to begin working within 12 months. 2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing Institute and MarketingProfs
S E C T I O N 6 Content Marketing Challenges
You need to create ridiculously good content content that is useful, enjoyable and inspired. Ann Handley, Chief Content Officer, MarketingProfs
62 % Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads. Demand Metric
3X Content marketing produces three times more leads per each dollar spent. Kapost
53 % 53% of marketers rank content creation as the single most effective SEO tactic. Cursive
18 % In the last 12 months, Best-in-Class companies increased content marketing-based leads by 18%. Aberdeen
6X Website conversion rate is nearly 6x higher for content marketing adopters than it is for non-adopters. Aberdeen
41 % 41% of organizations with content marketing programs say they see an increase in brand awareness. MarketingLand
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
51 % 51% of companies report that leads from content marketing are of higher quality than those generated through other means. Aberdeen
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
48 % 48% of organizations with content marketing programs say it results in engagement with customers and prospects. MarketingLand
67 % On average, companies with blogs produce 67% more leads per month. A Guide to Marketing Genius: Content Marketing
S E C T I O N 7 The super-charged results of interactive content experiences
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
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
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
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
Thanks! Learn more about how we can help you rapidly deploy effective, engaging interactive content. Sales: 561-235-7474 info@ioninteractive.com