content marketing statistics

Your Mega-Awesome Content Marketing Statistics List

There’s no question content works.

That’s right – no question.

That means investing in content marketing isn’t a gamble. Not if you do it the right way.

Need proof? Look at the state of the industry: Its projected worth will reach nearly half a trillion dollars by 2021, according to forecasts from Technavio.

Why is investment reaching this all-time high?

Because the evidence that content works is right there for anyone to see.

Ready to see for yourself? Check out this mega list of content marketing statistics for 2019. These are the most powerful stats we could find that will prove content marketing to anyone.

(For even more proof, add our post on proving the ROI of content marketing to your reading list, too.)

17 Content Marketing Statistics That Matter: Table of Contents

Top Digital Marketing Statistics for 2018-2019: Why SEO is Super-Powered

Content Strategy Stats: Compelling Reasons to Start Planning

Content Creation Statistics: Why Invest in Content?

Stats on B2B Content Marketing Effectiveness

Let B2B Content Marketing Statistics from 2019 Inform Your Future

content marketing statistics list

Read our list of 17 powerful content marketing statistics that prove content worth 🔥📈 (free ebook included!) Click To Tweet

Top Digital Marketing Statistics for 2018-2019: Why SEO is Super-Powered

Search engine optimization powers much of content marketing in 2019, and it will continue to do so.

Let’s examine why.

1. The #1 driver of all traffic on the web? Google.

Google is not only where most web searches start – but also where most web browsing begins.

It’s not surprising. They own 76% of the total search engine market share, according to Net Market Share data.

Using SEO to rank in Google for keywords your audience is searching is, therefore, an incredible strategy. If you don’t want to grab some of that traffic for your site or your brand, well, why are you here?

2. Search drives more traffic than social media – 34.8% compared to 25.6%. (Shareaholic)

Search is even more powerful than social media for driving traffic. Search Engine Land reported that search beats social networks by nearly 10 percentage points in this arena.

Shareaholic conducted the study and found that the algorithm changes to the News Feed on Facebook had a big impact on the numbers. Along with that, more and more, search engines like Google are indexing and displaying results from social media channels.

For instance, search for any entity on Google (person, company, organization), and you’ll see results displayed from their Twitter feed:

Generally, posting on social media shouldn’t be your marketing end-all, be-all. Instead, social media marketing should complement your SEO and digital marketing efforts for best results.

3. The average conversion rate for organic traffic-to-leads across industries is 16%. (Marketing Sherpa)

Since a conversion generally refers to the instance when a buyer converts to a new role in your marketing lifecycle, conversion rates are a big deal. After all, most marketing aims to encourage buyers to convert in some shape or form.

When we talk about a traffic-to-leads conversion, we’re talking about the point when the traffic coming into your site from a Google search becomes intrigued, interested, and invested in your content. As a result, they’ll demonstrate that interest through action.

In their study, Marketing Sherpa asked marketers how they define a conversion. The results reveal how multiple actions show a buyer’s mindset and willingness to commit to a brand:

  • Submitting a form with multiple fields (like a survey)
  • Submitting a form with one field (like signing up for a newsletter with an email address)
  • Making an online purchase
  • Reading the content through to the end

The 16% conversion rate the study found is therefore super-important. This is for organic (non-paid) traffic clicking your content in search, liking what they see, and converting on it in one of the above ways.

4. Google’s #1 organic position brings in 33% of the search traffic for any given SERP. (Search Engine Watch)

When you’re #1 in Google, you’re pretty much Queen (or King) of the Mountain. 👸

On average, 33% of search traffic will go to you, while only 17.6% will go to whoever graces position #2. (That’s a 15.4% drop.)

Even if you rank at #5 (which many brands would kill for!), you’re only getting 6.1% of all search traffic from that page.

Bottom line: The higher you rank organically, in SERPs, the more traffic you can expect to see! (And, as you know, more traffic = more lead potential.)

By the way, one of the keys to ranking higher is knowing which tools to use for SEO and keyword research. I put together a guide on Content Hacker on this exact topic to help.

5. The click-through rate (CTR) for organic position #1 is 30.97%. (Advanced Web Ranking)

Let’s keep going with the bonuses of ranking in organic position #1. If you sit in that top spot, you’ll also enjoy an average CTR of 30.97%, according to data from Advanced Web Ranking.

Why is that number such a big deal?

Well, as far as CTRs go, it’s incredible. To see what I mean, move on to the #6 statistic for marketing.

6. Meanwhile, for Google Ads on the search network, the average CTR is 3.17% across industries. (Wordstream)

Comparing Wordstream data about average CTRs on Google Ads across industries to the CTR for position #1 is a good way to see the whole picture.

The average CTR on search network ads is 3.17%. Meanwhile, organic position #1 enjoys a CTR over 10 times higher than that.

Plus, you won’t have to pay for that visibility. Content creation isn’t free, but it’s definitely cheaper than paying for search ads.

Why SEO matters in 2019? 🎩 Google is still #1, 🔍 search > social media, 🛒 the avg. conversion rate for organic traffic-to-leads is 16%, and 📈 ranking first in Google gets 33% traffic + 30.97% CTR, 10x higher than search ads CTR. Click To Tweet

Content Strategy Stats: Compelling Reasons to Start Planning

Content strategy is necessary to pull together all the pieces of your content marketing plan. Without this map in your pocket, you’ll be lost. Here’s why:

7. 65% of the top-performing content marketers in 2018-2019 have a documented content strategy. (Content Marketing Institute)

Only 14% of the least successful content marketers have a documented strategy, in comparison. Those are some pretty persuasive facts from the Content Marketing Institute’s 2019 B2B research report. We can’t ignore the correlation between winners (65% with a documented strategy) and losers (the 86% without one).

8. 41% of all marketing budgets are spent on content. (Zazzle Media)

Content is exploding, and so is content marketing and strategy. There has to be a way to guide and hone your actions so the content you create DOES something every time you publish:

  • Build trust with readers
  • Demonstrate expertise and authority
  • Convince visitors to connect with your brand further (thus becoming leads)
  • Establish loyalty and a continuous relationship

More and more marketers are realizing this, thus content marketing budgets are continuing to increase – because the ROI is real, so the investment makes sense.

9. 89% of marketers now say their content marketing goals are linked to broader business goals. One year ago, only 45% said this was true. (Zazzle Media)

Again, the trend of content marketing’s upward climb is consistent, as we see from this 2018 content marketing statistic from Zazzle Media’s State of Content Report. Particularly, 45% to 89% is a huge uptick in people who are not only implementing but also understanding the basic strategy to make content work.

Linking your content goals to broader business goals is how you ensure your entire operations are on the same track. It’s super-smart, so this stat shows how marketers are getting savvier about content.

Why start a content strategy? 👨👩 65% of the best content marketers have a documented content strategy, and 🔗 89% of marketers now link content marketing goals to broader business goals. Read more about the latest content marketing stats. Click To Tweet

Content Creation Statistics: Why Invest in Content?

At the bottom of a fantastic content strategy, you’ll find a meticulously planned and executed content creation workflow. Here are some marketing stats from 2019 that demonstrate why it works.

10. The content marketing area with the biggest spending increase from 2018 to 2019 was content creation (56%). (Content Marketing Institute)

Over and over, we are seeing content marketers get wise to what’s needed for successful content marketing through powerful content and blogging statistics like this one.

Marketers increased their budgets the most in the area of content creation in 2018 – 2019. To put it bluntly, amazing content gets readers AND rankings. Investment in its creation is being recognized (finally!) as important to achieving both of those things.

11. 77% of content marketers say they use educational content to nurture their audience. (Content Marketing Institute)

77% of marketers use educational content because it works. When you aim to teach or inform your readers, you’re offering them value – fresh knowledge, new insights, and guidance.

The majority of marketers know this and understand the worth of content that teaches.

12. 75% of content marketers report better overall ROI when they use visuals in their content. (Contently & Libris)

Consistently, GOOD content creation wins, as this marketing stat from Contently & Libris shows.

Using visuals in your content is a best-practice for a reason. Readers read differently on the internet, and adding visuals to written words helps keep them on the page and increases comprehension and memory.

13. Before doing any further shopping, 50% of internet users searched for videos on products or services that captured their interest. (Google)

In content creation, videos are still gaining steam.

And according to HubSpot’s State of Inbound report, more marketers are going to be hopping on the video content bandwagon in response. 48% of marketers plan to add a YouTube channel to their content marketing strategy next year.

That said, if you look at the above graph, you’ll see that video, in general, is on marketer’s minds. Facebook video and Instagram are the next top channels people will add to their marketing plans.

Another good insight: From the CMI report, 64% said they increased their use of audio/visual content over the past year.

Visual content marketing statistics from 2018 onward show that video is still a major content format with readers. The importance of visual content can’t be overstated – brands that invest in quality video will win with audiences.

14. 76% of B2B buyers said infographics are the most valuable content type for the early stages of the buying process. (Demand Gen)

Mark this as another win for visual content. According to a Demand Gen Content Preferences Survey, early-stage B2B buyers appreciate a good infographic that’s visually pleasing, scannable, and snackable. When they’re in the initial process of researching a brand, they have a lot of information to get through, and infographics make it easier.

Once again, infographic statistics for 2018 prove the importance of a visual content marketing strategy for any brand with an online presence. (And in 2019, that’s most brands.)

15. 71% of B2B buyers consumed blog content during their buying journeys. 3-5 content pieces are the norm. (Demand Gen)

A whopping 71% of B2B buyers read some type of content during the buying process. They didn’t just read one piece, either. Multiple content pieces played a role – 3-5 on average.

Content helps buyers make buying decisions for both online and offline purchases. When you provide the helpful content they need to feel confident in their choices, that’s a slam-dunk.

Why invest in content? 💸 56% more spend on content this 2019, 🍎 77% of content marketers use content to educate audience, and 👀 75% of content marketers report better ROI in using visuals. See the rest of the stats in this post! Click To Tweet

Stats on B2B Content Marketing Effectiveness

Finally, these content marketing stats from 2018 and 2019 show how content marketers rate the effectiveness of their campaigns, and what can happen when you prioritize content.

15. 79% of marketers say content marketing has been at least somewhat effective for their brand. (Zazzle Media)

For most brands, content marketing is effective to some degree. In fact, the Zazzle Media study found absolutely no one said content marketing is “not at all effective.”

It always works, but your level of success depends on how you plan, implement, and maintain your content marketing strategy. (I’d bet the 19% who said their content marketing is “extremely effective” have their strategy down pat.)

16. If you prioritize blogging, you’ll see 13x more positive ROI from your efforts. (HubSpot)

Another gem from HubSpot’s State of Inbound report: Those who put blogging at the top of their list will see 13x the ROI of those who don’t.

Remember: Content marketing ROI is generally measured in the following ways:

  • Traffic increases to your site
  • Improved SEO rankings
  • An influx of new subscribers
  • More sales
  • Better brand visibility
  • Higher-quality leads coming in
  • Better conversion rates

Not to sound like a broken record, but, in 2019, prioritizing blogging to get those kinds of results means investing in your content strategy. THAT is what determines your blogging consistency and quality.

How effective content marketing is? 👍 79% of marketers agree on its effectiveness! Also, according to Hubspot, prioritizing blogging brings 13x more positive ROI. 🎊 Check out other awesome stats about #contentmarketing by @JuliaEMcCoy Click To Tweet

Let B2B Content Marketing Statistics from 2019 Inform Your Future

These B2B content marketing statistics look like just a bunch of numbers from a bird’s eye view, but when you zoom in and examine them, they’re a big deal.

These are the exact reasons why content marketing works so well in a world that’s burned-out on traditional advertising.

Are you ready to let it work for you?

content marketing content

content marketing statistics

32 Insane Statistics of Content Marketing

Who here has not once been intimidated by at least one facet of today’s content marketing? If you haven’t, then you’re obviously an extremely knowledgeable, confident, and masterful guru of content marketing. If you have, then you’re absolutely not alone.

Many of us have felt intimidation when staring down the barrel of the latest and great content marketing trend or shift. In some cases, the intimidation factor has been so strong that it has stopped us from jumping on board with a new trend. As a result, we lose out on prime opportunities. And sometimes we drop the ball. It happens to the best of us.

Every year we see blogs and articles about the new trends in social media, content marketing, and search engine optimization. But when is the last time you saw a compilation of statistics all about content marketing?


Content Marketing Statistics That Will Blow Your Mind


In the past few years, content marketing has weathered some pretty dramatic changes. Many of us have watched trends rise and sink, sometimes wishing we’d jumped on board, and other times thanking our lucky stars that we didn’t. We’ve snooped around the Internet and found some eye-opening stats that might boggle or change your mind about content marketing:

  1. On an average, marketers spend over one fourth of their marketing budget on content marketing. (B2B Marketing Insider)
  2. 93 percent of marketers are using social media, yet only 9 percent of marketing companies have full-time bloggers. (Search Engine Journal)
  3. 78 percent of Internet users conduct product research online. Your website will likely be your potential customer’s first impression. Says HubSpot, “[This] means your new business card isn’t a business card—it’s Google.” (HubSpot)
  4. Companies that outsource are doing bigger projects, spending an average of more than $1 million lat 2013 with a 5.5% increase from 2012. (Adweek)
  5. Over 10 million Facebook “apps” exist. (Search Engine Journal)
  6. 61 percent of consumers claim to feel better about a company that delivers custom content. They are more likely to buy from such a company. (Custom Content Council)
  7. 78 percent of business people opt to use a mobile device to check email. (HubSpot)
  8. 80 percent of all Pinterest pins are actually re-pins. (Search Engine Journal)
  9. Interesting content is one of the top three reasons why people choose to follow a brand on social media. (Content+)
  10. Companies that opt to build a blog and post content regularly receive 55 percent more web traffic. (HubSpot)
  11. The 55 to 64 year age bracket is the fastest growing demographic on Twitter. It has grown by 79 percent since 2012. (Search Engine Land)
  12. The Facebook and Google+ 45 to 55-year age bracket demographic have grown by 46 and 59 percent, making it the fastest growing social media demographic. (Search Engine Journal)
  13. In as few as two years, the number of marketers who believe Facebook is “important” or “critical” to their business has increased by 83 percent. (HubSpot)
  14. The +1 button on Google+ is hit at least 5 billion times per day. (Search Engine Journal)
  15. Blog and social media websites reach 8 out of 10 U.S. Internet users and account for 23 percent of all time spent online. (Content Marketing Institute)
  16. Since debuting in 2010, Instagram has seen more than 16 billion photos uploaded, which equates to approximately 5 million photos being uploaded every day. (Search Engine Journal)
  17. Thanks to blogs, websites get 434 percent more indexed pages and 97 percent more indexed links. (Content+)
  18. 91 percent of mobile Internet access is for social media activities with approximately 73 percent of smartphone users accessing their networks via apps at least once per day. (Search Engine Journal)
  19. Inbound marketing costs about 62 percent less per lead than outbound, traditional marketing. (HubSpot)
  20. LinkedIn produces more leads for B2B companies thanks to Twitter, Facebook or blogs, individually. However, only 47 percent of B2B marketers say they actively use LinkedIn, versus 90 percent on Facebook. (Inside View)
  21. During every minute of every day, there are 684,478 pieces of content shared on Facebook; 3,600 new photos posted in Instagram; 2,083 check-ins made on Foursquare. (Search Engine Journal)
  22. 67 percent of B2C and 41 percent of B2B companies have acquired a customer via Facebook. (HubSpot)
  23. B2B companies that blog produce an average of 67 percent more leads per month than companies that choose not to. (Social Media B2B)
  24. YouTube has over 1 BILLION unique visitors per month, and managed to reach the desirable 18-34 demographic more than any other cable network. (Search Engine Journal)
  25. When deciding to make a purchase, 46 percent of web users will look toward social media. (Search Engine Journal)
  26. While in-store shopping for an item, approximately 40 percent of U.S. smartphone owners compare prices on their mobile device. (HubSpot)
  27. Ever wonder about the male versus female ratio of social media users? Facebook is 60 percent female, 40 percent male. Twitter is 60 percent female, 40 percent male. Pinterest is 79 percent female, 21 percent male. Google+ is 29 percent female, 71 percent male. LinkedIn is 55 percent female, 45 percent male. (Search Engine Journal)
  28. 57 percent of businesses acquire customers via their company blog. (HubSpot)


A Shocking Drop of the Ball


Based on the stats above, it’s no secret that blogs are important to content marketing. So when did you last update your blog? How often do you add new content to your blog? Be honest! Here’s an even better question: how important do you think blogging is for your company or brand on a scale of 1 to 10? Did your opinion change after reviewing the stats above? Well, here are a few more blog specific statistics that might shock you:

29.   According to HubSpot, 57 percent of companies gain new customers from their blog.
30.   61 percent of online consumers in the United States decide to make a purchase based on blog recommendations. (HubSpot)
31.   67 percent MORE leads are generated via B2B marketers’ blogs. (HubSpot)
32.   60 percent of consumers have a more favorable outlook on a company after reading their blog. (Hubspot)

Obviously, blogging is important to content marketing and to any successful brand or business seeking to continue their success. Surprisingly, NAPW goes on to say, “one third of blogs are left inactive.”

Royal Pingdom published “Internet 2012 in numbers,” in January of 2013. While the 2013 version has yet to be compiled and published, we can glean some useful information from the 2012 statistics. When it came to blogs, in 2012 Royal Pingdom tallied the following:

    • 87.8 million Tumblr blogs
    • 59.4 million WordPress sites

We can extrapolate that out of approximately 147.2 MILLION blogs in 2012, one third (approximately 48.5 million), were left inactive. That’s 48.5 million blogs missing out on the statistics presented by HubSpot. The number of blogs likely grew in 2013, meaning the number of inactive grew as well. Is your company blog one of them? If so, it’s time to jump-start your way out of the negative inactive statistic. How?


Kick Starting Your Blog in 2014


Blogging is not for the faint of heart. It’s one of those things that if you half bake it, you’ll never reap all of the juicy benefits available. And as we’ve seen, blogs hold a ton of potential for generating web traffic, sales conversation and credibility. Luckily, NAPW gives us 10 awesome ways to blog and blog well:

  1. Listen and respond to your audience. When a client or prospective client asks a question on your blog, you are presented with a prime opportunity to show that you care about their questions, comments, and opinions. Use your blog to answer. Respond to comments, questions, and opinions. Encourage your readers to leave comments. If you leave the preverbal door open, someone is bound to walk in and strike up a conversation.
  2. Educate your audience. NAPW calls this “inform[ing] without the hard sell,” and says to, “Explain your product as it relates to your blog theme without blatantly ‘advertising’ your product.” Use your blog to produce educational, informative content about your product, service, or mindset. Don’t hard sell by being an annoying advertiser. Instead, slip in a reference to your specific offerings here and there. They trick is to keep it low key and relevant to your blog theme.
  3. Increase revenue through interaction. Encourage your readers to share feedback, whether good or bad. Start and promote an active dialogue that promotes interaction. Your credibility will increase and the interaction will create audience action. As the stats we covered earlier showed, people like custom content and are more likely to buy from companies that provide it. You can use social interaction as an unlimited breeding ground for new, in-demand custom content.
  4. Create a “culture club.” NAPW says to “think of your blog as a club [filled with] like-minded people.” Appeal to them to contribute, maybe even guest blog. You will be offering your readers varied styles and opinions. The more of a cultural melting pot you provide, the more of a diverse audience you will attract AND please.
  5. Use images. Enhance your posts with relevant, tasteful images. NAPW reports “blog posts receiving the most shares almost always combine images with text, with this trend expected to increase.” Whatever you do, don’t use images that feature inappropriate content, lack relevancy to the written post or overwhelm and overpower the post. Images are accents. Their purpose is to catch the eye, not anchor it. You can even use image tags to build in a little more search engine optimization.
  6. Don’t neglect the need to edit. It’s easy to write a longwinded blog because you have a lot to say. Write it all, but reread it and cut the fluff! It’s important to stay on topic. Be precise. Stay concise. And preserve your unique creativity. Also, format your posts so that they are easy for the eye to float over and scan. Most of your readers are busy bees. By giving them an easily scan-able piece, you’ll entice them to check back often and scan through more of your content.
  7. Consistency matters; don’t be part of “the one third.” This is where NAPW says it, “One third of blogs are left inactive.” Maintaining a steady stream of new blog content will make a good impression and increase your bottom line. Whatever you consistency timetable is (daily, weekly, bi-weekly), STICK TO IT through thick and thin, in sickness and in health. You’ll see monumental results.
  8. Ask for shares. It’s not rude! If you want your audience to share a blog, ask them. Promote shares of your posts by add social media buttons. This makes it wickedly convenient for your audience and servers as a secondary reminder to share and share alike!
  9. Promote you blog posts. Every time you publish a new blog, post it to your social media feeds. NAPW says to “entice readers to visit your blog with a catchy headline or teaser-style copy lines.” It doesn’t hurt to remind your audience to check your site often because “you are the ‘expert’ resource they need.” You can post little reminders via your social media channels, and slide in links on your promotional material.
  10. Establish your unique “voice.” Your blog gives you the opportunity to establish your “voice” and let it shine. Be entertaining and make an impact with your message. Avoid the stuffy, formal, lecture hall style of writing. Once you find your “voice,” avoid dramatically changing it down the road. You’ll risk losing your audience and depreciating your overall credibility, authority, and uniqueness. Consistency is key!

Low on topic ideas? Don’t worry. We’ve got your back! Learn how to make the most of your non-blog content in our blog about how to create blog content from webinars and more, or get a boost for your thinking cap with another of our blogs entitled, 20 Topic Ideas for a Steady Content Flow.