Content Marketing Statistics, Trends And Facts For 2020

Content Marketing Statistics And Trends

Published Under: Content Marketing | Statistics
Last Updated: February 18, 2020
Tweet Share

Did you know that 2 out of three consumers have a positive image of a brand after consuming related content? Or that long-form content generates 9 times more traffic as compared to short-form content?Content marketing is one of the corner stones of digital marketing. It helps if you know the vital statistics, trends and facts. In this post, we bring you the top content marketing statistics, trends and facts that can help you formalize a great content marketing strategy.

Asad Butt

Top content marketing statistics

  1. How many users are accessing content in the United States? On average, 4 out of 5 Americans are online daily.
  2. Globally, almost 4.5 billion people get online, daily.
  3. Global access to internet: 60% of the world’s population has now at least some access to the internet.
  4. In the long run, content marketing ROI can be upto three times as compared to the paid search.
  5. Content marketing on average is 60% cheaper than other marketing techniques..
  6. Content marketing appears to take the lead but companies are finding it hard to manage their content marketing needs. As a result, 60% of the companies now look towards outsourcing their content marketing.
  7. 3 out of 4 consumers prefer informative content over an advert to learn about a product or brand.
  8. Content builds an image: 4 out of five consumers end up with a positive view of a brand after learning about it via helpful content.
  9. Ad blocker are active on more than 10 billion devices, a solid case to go for content marketing.
  10. LinkedIn is considered as the most effective platform by content marketers for delivering content with highest audience engagement.
  11. Lack of strategy is the biggest challenges for content marketing, followed by lack or unavailability of data to plan ahead.

ROI statistics for content marketing

Let's talk about the cost and benefit: For the investment on content marketing, how much do you expect in return ?

  1. Content marketing gets three times more leads than paid search advertising.
  2. 1 in 4 marketers are completely failing to calculate the ROI of their content efforts.
  3. Less than 10% of the content marketers are successful at tracking ROI accurately.
  4. 2 out of 5 marketers accept that content effectiveness measurement is their greatest challenge.
  5. For content marketing, conversion rates are six times higher than other marketing techniques.
  6. Content marketing is 60% cheaper than all other types of marketing.
  7. ROI is highest when a company has an automation in place to handle incoming leads.They end up winning 50% more.
  8. Almost all content starts out with a negative ROI, but ends but higher in the long run.

Key Takeaways:

If you look at these statistics you will learn that content marketing is a long term strategy. Most of the content, no matter how great it is, always starts with negative ROI.

With time, the cost might seem higher initially as compared to other marketing techniques will turn out to be much lower.

The great thing about content marketing is that the content pays off as long as it serves the user intent.

Long after the money was spent, the content might stay in top Serps and it will continue to educate consumers and keeps bringing in traffic.

The math adds eventually up in favour of content marketing.

Statistics on consumer behaviour in response to content marketing

  1. YouTube is the most popular channel among users and the biggest target for content marketers for the last 2 consecutive years.
  2. Consumers spend over 5 hours per day on their smartphones consuming content of all types.
  3. 9 out of 10 consumers now prefer brands that are authentic and have good reputation on social networks when consuming content and learning about products and services.
  4. 4 out 5 consumers mute ads videos whereas only 1 in 5 mute non-ad videos.
  5. 61% of consumers go on to purchase a product or service after a recommendation on a blog they trust.

Key Takeaways:

While many marketers chse the traffic and conversion rates, we have to remember that consumers are human beings. The content is for real people not the search engines.

The beauty of content marketing is that it is the best way to make consumers feel great about a product, service or brand.

With content marketing, we can motivate, educate and connect with potential consumers at a personal level.

An in return build opportunities for a business that can help us achieve conversion goals.

Content marketing statistics for ecommerce

  1. On average, 2.72 % of eCommerce website visits get converted into sales.
  2. Referrals are the greatest source of conversion on an ecommerce website.
  3. B2B ecommerce sales are growing at a faster rate than B2C ecommerce sales and are expected to outgrow by end of 2020.
  4. 9 out 10 customers take their time and do a search for product reviews online before making a purchase.
  5. More than half the customers are strongly influenced by the reviews about the product online.
  6. 3 out of 4 B2C marketers use email marketing to distribute content as their primary method.

key Takeaways

Content marketing for ecommerce needs specific strategies that are specific to your niche.

The main rules remain the same:

  1. First, you need to be very clear about your audience.
  2. Figure out where those audiences are (platforms).
  3. Create and distribute content that works well on these platforms.
  4. Repurpose and reuse your content accordingly.

Content marketing statistics for social media

Instagram

  1. As of 2020, Instagram has over 1 billion monthly active users.
  2. Out of those 1 billion, 500 million people are on Instagram daily.
  3. Out of those 1 billion, 75% are aged 35 or under.
  4. Out of those 1 billion, 90% follow at least some business or brand, a clear signal that brand presence matters on instagram.
  5. Brands that use Instagram as one of their marketing channels have 1.6% engagement rate.
  6. Successful stories on Instagram are not all personal, 1 out of 3 most viewed stories are by businesses.
  7. Tutorial videos are most popular among instagram users, with “How-to tutorials” leading the game.
  8. 9 out of 10 of marketers say Instagram is the most important platform for influencer marketing.
  9. For influencer marketing efforts, 4 out of 5 marketers acknowledge Instagram posts as the most effective.
  10. Which is followed by Instagram stories, which 3 out of 4 acknowledge as effective.
  11. Instagram users spend an average of 53 minutes a day browsing the platform.

Facebook

  1. 300 million people view Facebook stories every day.
  2. On average a Facebook users is on the platform for 58 minutes daily.
  3. Engagement rate for Facebook video posts currently stands at more than 6%.
  4. More than 80% of the content of top 500 Facebook posts is in the form of videos.
  5. These 500 posts secure more than one billion engagements on average.
  6. Top Facebook Pages post an average 20,000 pieces of content daily.
  7. The type of content that wins most engagement is inspirational, followed by funny, and practical.
  8. Over the recent years, Facebook algorithms have made it much more difficult for content from businesses to rank as compared to personal.
  9. Survey by Facebook shows that 18 to 24 are open to posts with real value from brands.
  10. 30-120 seconds videos perform best on Facebook.
  11. For top posts on Facebook, content with “practical knowledge” or “how to guides” is the winner.

Key Takeaways

From these social media statistics, we can learn that the video content is vital if you want your brand to win on social media.

As we can see that more of the content on social media is consumed over mobile devices, we need to give more priority to mobile users.

You need to work on which platform your audience are and the best way to target them.

Target at least three platforms with tailored content keeping in view, your objectives, consumers personas, your brand and products.

Lastly, no content marketing strategy can be successful without integrating a social media strategy.

B2B Content Marketing statistics

  1. B2B content marketers are better at documenting their content marketing strategy. 69% of them successfully do it.
  2. B2B content marketers love creating visuals and more than half of them incorporate video content marketing into their content marketing strategy.
  3. B2B content marketers are very much focused on tracking the success of their content, with most monitoring weekly and even over 25% check their metrics on a daily basis.
  4. Around 90% of B2B organizations have analytics tools in place to monitor their content marketing results.
  5. When it comes to content consumption, more than half of B2B buyers first read a few pieces of relevant content before making any contact with a supplier.
  6. Similarly, more than half of B2B buyers have a preference for mobile-optimized content over desktop.
  7. Most B2B buyers are likely to share video content and text of graphics.
  8. Just like any other content out there, only 7% of content produced by B2B companies wins external backlinks.
  9. More than one third of B2B content marketers acknowledge online communities as the best segment to target for promotion.
  10. Most B2B content marketers acknowledge the value of repurposing and republishing content in different formats and 9 out of 10 actually focus on repurposing their existing content than producing new content.
  11. 7 out of 10 of B2B companies acknowledge that they are pouring more investment in content measurement, data gathering and analytics.
  12. Half of the B2B content marketers are also giving more priority to identify and market to the audience that are relevant than general.

Key Takeaways

There are many factors to consider to run a successful B2B content marketing strategy. Due to fierce competition, it might seem a hard path but content marketing pays very well.

When you dive into it, you will learn that it is not that different from general content marketing strategies and rules and methods are the same such as:

  • Creating highly actionable and engaging content
  • And targeting the right audience

B2C Content Marketing statistics

  1. More than half of B2C content marketers are now outsourcing their content needs.
  2. The use of audio/visual content has seen a 70% increase by B2C content marketers in the last 5 years.
  3. Less than one third B2C content marketers utilize available data in their strategies.
  4. B2C content marketers have a preference for social media, around 96%.
  5. 3 out of 4 B2C content marketers use pre-produced videos and illustrations/photos in their content strategy.
  6. Surprisingly, B2C content marketers do not prioritize competitor analysis and only do it once per year.
  7. On average, only 25% of the marketing budget is spent on content marketing by B2C content marketers.
  8. Only 3 out of 5 successful marketing campaigns by B2C content marketers are documented.
  9. Only 2 in 5 B2C content marketers have a strategy in place to document their content marketing efforts.
  10. Customer personas are very important for B2C content marketers and over half of them utilize customer personas in their content marketing campaigns.
  11. Surprisingly, smaller B2C companies are more likely to documented their content strategy than large B2C companies.
  12. Like B2B content marketer, B2C content marketers accept that visual content is most important type of content.

Key Takeaways

As compared to B2B content marketing, B2C content marketing is simpler and more general.

More and more companies are looking into developing more relevant content for their consumers. It is just something you as a business cannot ignore.

Also, keep your documentation records well maintained to see what works and what doesn't.

Try new and different things and try to help your potential consumers make the right choices. They will reward you with better sales and brand loyalty.

Remember, a customer is for life, if you can make them feel special

Content marketing strategy statistics

  1. While comparing small with large organizations, small organizations document their content strategy much more properly.
  2. 3 out of 4 businesses have a designated person to oversee their content strategy.
  3. 1 in 4 content marketers struggles to secure required budget.
  4. 9 out of 10 highly effective organizations have a “head of content strategy.”
  5. 3 out of 4 marketers acknowledge having a good content strategy as the basis for their content marketing success.
  6. 4 out of 5 content marketers plan to increase original written content more over the coming years.
  7. 3 out of 4 content marketers are now producing more content than they did last year.
  8. 3 out of 4 marketers now believe in investing in the branded content more than advertising in the magazine.
  9. 3 out of 4 content marketers acknowledge content works better than direct mail.
  10. More than half of the content marketers reuse content at least twice.

Key Takeaways

What we learned is that the importance of having a documented strategy is crucial.

If you have one, you will not get lost in the middle. You will have better data and feedback to work on your future strategies as well.

But all this takes time. Your previous strategy results and the creative team will collectively develop a winning content marketing strategy eventually.

SEO optimized content marketing statistics

  1. Only 9% of content available online gets any organic traffic from Google.
  2. The articles which rank on top in Google results, contains and average of 2,416 words.
  3. If you rework your old articles and update them regularly with new and updated content and images you can attract 100% more in organic traffic.
  4. Top two signals for Google algorithms are High-quality content and inbound links.
  5. More than half of content marketing experts acknowledge on-page optimization and great content development as most effective SEO tactics.
  6. An if you may ask which is No.1? The top most important SEO tactic is creating relevant content, acknowledged by most content marketers.
  7. 3 out of 4 SEO professionals acknowledge high quality content as the most important part for an SEO-friendly website.
  8. 4 out of 5 content marketers target people while 20% target search engines or algorithms.
  9. 2 out of 5 of SEO professionals say companies do not understand very well the importance of the quality and quantity of the content needed to succeed.
  10. Companies which focus on optimized content win on average, 2 times more traffic and 40% growth in revenue.
  11. Long form content is the winner as it receives twice as more backlinks than short form content.
  12. It takes between 6 months and 2 or more years, for a page to rank in the top 10 Google results.
  13. 3 out of 4 content marketers consider relevant content as the most critical factor for SEO.
  14. More than 40% of marketers publish content on a weekly basis.

Key Takeaways:

In the end, SEO is not separable from content marketing and content marketing nothing without SEO.

Great content will be left behind if you do not make sure all SEO factors all properly attended like site speed, featured snippets, use of proper html tags, proper keyword research etc.

And keeping on optimizing your site with no useful content is not taking your site anywhere either.

You cannot have one or the other.

Content marketing statistics for blogs

  1. Blog posts with statistics and facts help improves consumer trust in both the blog and brand.
  2. Compounding blog posts, those which steadily gain traffic over time are only 1 in 10 of the total blog post online.
  3. Blog with 2-5 keywords target perform better.
  4. Blogging is the most popular content marketing format.
  5. The best blog post title in terms of performance are those with 6-13 words.
  6. Average blog post online is 1142 words long.
  7. 1 in 3 bloggers acknowledge updating content periodically increases traffic.
  8. 3 out of 4 B2B content marketers blog.
  9. On average, guest posts form only 6% of original content for a blog.
  10. 4 out of 5 editors struggle with the quality of the guest posts.
  11. With every blog post you publish, there are another 2 million blog posts published the same day.
  12. The average blog post length has increased from 808 words to 1142 words between 2014 and 2016.
  13. On average, long-form blog posts generate nine times more leads than short-form posts.
  14. 70% of people prefer an article or blog post over traditional advertisement for information.
  15. 61% of United States online consumers made a purchase after learning and reviewing recommendations on a blog.

Key Takeaways:

A content marketing strategy is incomplete without a great blog.

Blog is the best way to provide value to your customers and if you are not doing that, you are not doing content marketing right.

Content marketing statistics for audio and podcast

  1. So, how many podcasts are there? There are currently over 850000 active podcasts.
  2. In January 2020 alone, over 30 million episodes were available.
  3. Top three podcasting genres are comedy, education and news.
  4. 1 in 5 content marketers have serious plans to integrate podcasts into their content marketing strategy.
  5. 80 million people know what a “podcast” is.
  6. People aged aged 25-34 have the highest ratio of podcast listeners, 45%.
  7. 1 in 5 Americans regularly listen to audio books.
  8. 2 out of 5 Americans regularly listen to a podcast.
  9. B2C content marketers have seen 69% increase in audio/visual content usage over the last 3 years.
  10. 49% of podcast listening happens at home.
  11. 22% of people listen to a podcast while driving.
  12. Podcast listeners, on average, have a subscription to seven different podcasts.

Key Takeaways:

If you are still confused, these statistics clearly explain the importance of podcasts.

Podcast are easier to produce than other content formats.

You know what's interesting ?

Latest developments in voice recognition technology can help you convert your written posts into audios. Here are a few good services:

Content marketing statistics for Images

  1. B2B content marketers report 56% increase in the usage of infographics, photos, charts and other image over the last four years.
  2. Blog posts with images attract 100% more clicks than posts without.
  3. Half of the blog posts now have more than one image in the content.
  4. 1 in 3 content marketers acknowledge visual images as one of the most important forms of content.
  5. Videos and images with good witten content are the most engaging types of content on social media.

Key Takeaways:

These days, a good image can be the difference between having your content clicked or ignored.

When you are putting an effort to create great content, do not forget to back it up with a great image that can speak to your readers eyes.

The above stats show how much better a post works with images.

Use them often and in moderation.

Video Content marketing statistics

  1. Video usage by the content marketers has surpassed written or image content over the last two years.
  2. Videos can help you win 2 times more traffic from Google.
  3. More than half of the smartphone users have a positive opinion about companies with websites providing free How-To video content.
  4. 4 out of 5 B2C content marketers acknowledge publishing video as most popular content marketing strategy.
  5. More than half of consumers wish to see more video content from marketers in the future.
  6. 4 in 5 consumers believe that demo videos are helpful.
  7. 52% of marketing professionals name video as the type of content with the best ROI.
  8. You’re 53% more likely to show up on the first page of Google if you have a video on your homepage.

Interactive Content Marketing Statistics

  1. Respondents who said their organizations are not currently using interactive content cited lack of staff/bandwidth as the top reason.
  2. 55% say lack of budget is the reason.
  3. 38% say lack of technical expertise
  4. 31% of them are still learning or still researching it.
  5. Nearly all content marketers agree with interactive content to be effective in educating potential buyers.
  6. 88% of marketers said that interactive content is effective in differentiating their brand from their competitors.
  7. Consumer education is the No.1 reason for the use of interactive content by the businesses.
  8. 3 out of 5 businesses say user engagement is the second important reason for the interactive content.
  9. 75% of the consumers wish to see more interactive content from the same brand.
  10. 4 out of 5 content marketers consider interactive content as reusable, helping them acquire repeat visitors across multiple channels.
  11. There are 12 or more types of interactive content in use .
  12. Most frequently used types are assessments, 54%, contests 50%, and quizzes (48%).
  13. Interactive content embedded in email is helps to increase click-to-open rate upto 73%.
  14. 3 out of 4 content marketers now plan to invest more to produce more interactive content in future.

Mobile content marketing statistics

  1. Globally more than 52% of web traffic comes through mobile devices.
  2. In the United States, mobiles only makes up around 40% of online traffic.
  3. Most YouTube users watch videos via mobile phone, 70% of the time.
  4. Globally 5.11 billion mobiles are in use.
  5. In the United States. adults use their mobile phone on average 4 hours, daily.
  6. If users have a negative experience with the mobile version of your website, they are 60% less likely to spend on your product.
  7. 9 out of 10 users value availability of high quality content as No.1 priority.
  8. 1 in 2 users are put off if your website loads in more than 4 seconds.
  9. More than half of the users will consider not recommending a business with a low quality mobile site.
  10. More than 60% of mobile users are put off, if they find it hard to locate something they are after, on your website.

Content marketing statistics for email

  1. In the West, 30% of the emails are opened using an iPhone.
  2. Second comes the Gmail on the mobile phone, 27%.
  3. Survey found 300% increase in the click through rates if there was a video embedded in an email.
  4. Users over the years have learned a lot and now 69% of them can identify spam based by reading the subject line only.
  5. 9 out of 4 content marketers still consider email as one of the best methods to deliver promotional content.
  6. Nearly half of the consumers prefer brand emails with informative content than promotional.
  7. Personalized subject line works with 62% of the customers.
  8. 9 out of 10 content marketers still partially rely on email marketing as one of their lead generation channels.
  9. An enticing and informative branded email is more interactive for a user than a brand post Facebook.

References

Asad Butt

Asad Likes anything creative, but mainly, developing web-applications, optmizing websites for search engine algorithms and writing about all stuff creative.

He could be reached at LinkedIn or Twitter. He is also an active contributor at stackovrflow.com

Learn more about Asad Butt

Learn More

Explore the topics further: Content Marketing, Statistics

Disclaimer: Whilst we have made every effort to ensure that the information we have provided is accurate, it is not and advice. We cannot accept any responsibility or liability for any errors or omissions. Visit third party sites at your own risk. This article does not constitute legal advice