Content Marketing Statistics You Should Know

Content marketing remains to be part of most marketing strategies, and for a good reason. Be it a small local business or a global corporation, effective content is your ticket to digital success.

As the digital world changes, so must your approach at content marketing. The companies that will prosper are the ones who adapt to where it’s going, not where it has been. You need to know where and how to spend your content dollar.

To keep you posted, here are some of the most important statistics and trends for content marketing that you should know going forward:

Top Content Marketing Statistics

Here are the most effective and empowered content marketing statistics of 2024.

• Content marketing continues to deliver results. That’s what is reported by 58% of B2B marketers in 2023 who experienced increased sales and revenue. (CMI)

• With AI becoming a regular integral of content marketing and SEO, 67% marketers and business owners are using it. (Semrush)

• Business owners who use AI witness more returns from their marketing campaigns. This improved average return is at +70%. (Kibo Commerce)

• Email remains one of the top marketing tools; 52% state that it works pretty well. (Litmus)

• Content marketing attracts good ROI because of AI. 68% of businesses have seen an uptick. (Semrush)

• Website performance is something that 43% small business owners are going to be interested in investing more in the next few months. (DemandSage)

• 36% of marketers are already using AI chatbots for routine tasks. (HubSpot)

• Micro-influencers are big right now, and 47% of marketers said the collaboration was successful. (HubSpot)

• Videos seem to be in high demand, as 89% of customers want to see more from brands. (Wyzowl)

• AI enables businesses to track their most important performance metrics, and 66% is monitoring the need for traffic. (Semrush)

Among all the content marketing strategy, AI and varied content types will help marketers leverage multiple benefits. The trends will keep shaping the industry as the creators focus on prompting their target audience with more authoritative content distribution.

Content Marketing Statistics: Usage of AI

The utilization of AI tools in marketing is already gaining attention. Many popular brands and marketers are fulfilling various purposes using different AI tools. Let’s have a quick fact check of AI utilization of content marketing:

• Nearly half of content marketers are now leveraging AI to brainstorm new topics and research headlines and keywords. (Content Marketing Institute)

• More than one-third – 36% are using AI tools for writing, but most have mixed feelings about the tactic. (PwC)

• There is also a concern about AI’s effect on the writing profession, with 62% saying that this technology will further erode respect for well-crafted writing and editors. (Capgemini)

• Questions that concern participants in particular are being priced out in terms of writing and editing by AI (55%), paying less than they had anticipated (46%), fewer jobs being open (45%), or working longer hours (17%). Only 17% of respondents are not concerned at all. (Microsoft)

• 48% content marketers want to know how to apply new technologies, particularly AI, to their line of work. They would be most interested in learning how to work effectively with new technologies. (CMSWire)

• Data analytics and data science skills are another ability meant to be built. A large number of content marketers, 42%, want this in the overall catalog. (Content Marketing Institute)

• More than 40% of marketing professionals want to improve leadership skills through AI-based content courses. (McKinsey)

B2B Content Marketing Statistics

B2B e-commerce is a growing market. In 2023, the market was estimated to be $18,665 billion and is growing. Winning on that market requires extremely high-value, results-oriented content marketing.

• AI has become a significant category for B2B content marketing, with 81.5% of marketers planning to use AI tools this year. (Siege Media)

• Virtual events really came into their own for B2B marketers in 2023, with 47% reporting strong outcomes. (CMI)

• Digital events continue to gain popularity as 33% of B2B content marketers expect to increase budgets. (CMI)

• 37% of small business organizations, 54% of medium-sized organizations, and 75% of large business organizations outsource this type of work. (CMI)

• 77% of B2B marketers truly engages with customers to understand their needs through personalized messages. (HubSpot)

• LinkedIn remains the top B2B marketing platform, with 84% of firms said to be utilizing it for professional engagement and content distribution. (CMI)

• Video content investment is also on the upswing as 85% of B2B marketers look forward to investing in it this 2024. (Wyzowl)

• Short articles and posts continue to surface as they have a usage rate of 94% in B2B marketing for 2024. (CMI)

• Content marketing has proven to increase brand awareness, which, indeed, is demonstrated among 84% of B2B businesses. (eMarketer)

B2C Content Marketing Statistics

Content plays a vital role in B2C industry, especially when it comes to engage your customers and hook them to buy your services or products. Here are interesting B2C content marketing stats you should be aware of:

• There is a specific document marketing strategy for over 35% of B2C content marketers. (CMI)

• As a content marketing strategy, 36% of B2C marketers prefers to build links from authoritative sources. (Siege Media)

• B2C marketers also have interest in influencer marketing as 62% planned to use it. (HubSpot)

• AI is increasingly popular among B2C marketers as 87.1% of marketers use AI tools in 2024. That’s significantly more than in the year 2023. (Siege Media)

• For B2C businesses, it’s a major investment and gets an average of 26% from the overall marketing budget. (Content Marketing Institute)

• Most of the dedicated B2C content marketers spend more than 40% of marketing budget. (Content Marketing Institute)

• There is also heavy content marketing outsourcing, with 55% of B2C marketers doing so. (Content Marketing Institute)

Content Marketing Statistics: Creation and Optimization

Effective content creation does indeed get more done with less. Let’s see how companies are doing this now in 2024.

• Small business owners and marketers, especially 78% of them come up with their own content. On the other hand, 17% hire in-house writers and 14% freelancers. (Semrush)

• AI is also applicable to content copy drafting, and 76% of the content marketers are already using it. (eMarketer)

• In terms of content marketing, AI is quite widely adopted, with nearly 80% of the respondents having used AI tools in one way or another. (Ahrefs)

• It takes an average of 40-50 minutes for 36% AI users to write a long-form blog post. (Semrush)

• The process of building an email itself is labor-intensive, and 49% of content marketers are doing it with AI easily. (HubSpot)

• AI makes content better and more personalized because 77% of marketers agree on the reasons. (HubSpot)

• 51% of content marketers use Ai for brainstorming new topics (51%), while 45% use it for researching headlines or keywords, and 42% use for writing drafts. (CMI)

• Actually, marketers save about 2.5 hours daily when they apply AI on their content. (HubSpot)

Content marketers should be aware of Google’s helpful content algorithm that align with last year’s algorithm update – it won’t allow AI-generated content to manipulate search rankings. This way creators can enhance the content in their own way, keeping E-E-A-T factor in mind.

Content Marketing Statistics: Usage of Videos

Video is the most popular kind of content, and its popularity is growing further. Whether you’re B2B or B2C, video’s the trend that you can’t afford to look away from.

Source: Wyzowl

• Video happens to be a very effective platform for brand awareness and increased visibility as claimed by 90% of video marketers. (Wyzowl)

• 56% of content marketers have already planned to invest or increase their TikTok videos production. (HubSpot).

• Video testimonials are the most utilized marketing strategy as 39% of content marketers have used them in 2023. (Wyzowl).

• About 78% of marketers intend to make more video content in 2024. (Wistia)

• The AI video content generators will be increasingly used, with 52% of companies testing them in 2024. (Semrush)

• Video content is now one of the very most popular marketing tools as more than 90% of creators use it. (Wyzowl)

• Viewers find videos related to their passions 1.6X more important than high-quality content production. (Google)

• More than 30% of content marketers use AI video creation for short-form videos and 18% use for long-form videos creation. (Semrush)

• Among all content marketing types, videos are being utilized by 34% of content marketers in their social media campaigns. (Wyzowl)

Content Marketing Statistics: Blogging

Blogging is still an important part of content marketing but certainly evolves with the type and structure of content in your blog. For a deeper dive into the state of blogging, read about the latest statistics below.

• WordPress remains the undisputed giant with 20 billion pages viewed by more than 409 million people every month. (WordPress)

• Original research is a popular topic among content creators: 41% of bloggers publish content on it. (Orbit Media)

• Skimming is common, and 43% of readers stated they skimmed blog posts. (HubSpot)

• Time spent correlates with success; 38% of the bloggers who achieve a lot of success report spending 6+ hours on their post. (Orbit Media)

• Emphasizing on blogging brings chances to success; in fact, marketers who do it are 13 times more likely to get positive ROI. (HubSpot)

• Long blogs usually perform better as the average word count of a blog is 1400 words, while 36% of respondents wrote over 3,000 words for better results. (Orbit Media)

Source: Orbit Media

• Content creation is prolific, with WordPress users alone creating 70 million new posts monthly. (WordPress)

• Creating content for a blog is the biggest activity in inbound marketing, by 55% of marketers. (HubSpot)

• Blogging is challenging in terms of achieving good results because only one out of five bloggers said they were successful. (Orbit Media)

• Only 47% of B2B customers view between three to five posts before contacting a salesperson. (Demand Gen Report)

• Time spent for every post increased from last year; it’s at 4 hours on every post. (Orbit Media)

• How-to articles are a favorite among bloggers, and their popularity is highest as 76% of the bloggers share them. (Orbit Media)

Content Marketing Statistics: Strategy and Planning

Since content marketing strategy not only aims to increase brand authority and navigate message, you should also leverage it to plan for other important business goals – lead generation, collaborations, etc. Here are some interesting stats that can help you:

• Content marketing is the most widely used tactic because 73% of B2B and 70% of B2C marketers include it in their overall marketing strategy. (CMI)

• Among B2B marketers, 40% have documented content marketing strategies, though 33% have strategies but not documented, and 27% have no strategy. (CMI)

• 73% of B2B marketers and 70% of B2C marketers see a content marketing strategy as crucial part of the overall marketing campaign. (Search Engine Journal)

• Podcast is one of the emerging content types in a content marketing strategy as 17% of marketers plan to use it. (HubSpot)

Source: Ahrefs

• Interactives are the most commonly used content format, and 62.3% of content marketers make it a part of their strategy. (Siege Media)

• Since using content marketing strategies is paying off for 57.2% of the firms, as being very or moderately successful. (Siege Media)

• More than 50% B2B ecommerce companies prefer blogging as one of their focused content marketing strategy. (Siege Media)

Content Marketing Statistics: Investments

Both B2B and B2C landscapes are growing on content marketing advances, and hence gaining fruitful outcomes in terms of ROI. Have a look at the investments that companies are making in content marketing:

• Content marketing is an investment for most businesses, with 82% of marketers reporting that they are actively using it. Only 10% say they do not, and 8% are unsure whether their company does. (HubSpot)

• Short-form video will also continue to grow, with 90% of marketers using it reporting that they will increase or maintain their investment in the role next year. (HubSpot)

• 57% of businesses make video content a priority and aim to increase spending on it. (Wistia)

• Social and community building is a B2C driven area of content marketing investment. (Semrush)

• B2B business requires consistency: 51% of companies invest in the content marketing of publishing content daily. (The Manifest)

• Audio content, including podcasts, gains more popularity and almost half of marketers plan to increase the budget in that area. (HubSpot)

• In sum, budgets for content marketing continue to grow – 38% of CMOs report that they intend to increase these in their organizations. (Matter Communications)

Content Marketing Statistics: Careers

The demand for content creators, strategists and managers is stable, despite the AI advances and tools. Here are some interesting content marketing statistics that will highlight the growth of careers in this field:

• Outsourcing content creation is becoming more common, with 55% of B2C marketers utilizing external content creators for their specialized skills and innovative perspectives. (Forbes)

• Adapting to new technologies is a top priority for content marketers, with 48% aiming to learn how to work with them effectively in 2024. (CMI)

• Concerns about AI replacing jobs are present, with 16% of marketers worried about this. (HubSpot)

Source: Content Marketing Institute

• Content marketing roles are in demand, with content creators, content marketing managers, and content strategists being the top hiring priorities for marketing leaders. (HubSpot)

• Content marketing is a well-compensated field, with the average annual salary for a U.S.-based content marketer being $112,000. (CMI)

• AI is raising concerns about the value of skilled writers and editors, with 62% of content marketers worried about decreased respect. (CMI)

Use Content Marketing Statistics for Your Brand

The effectiveness of content marketing in generating leads and sales while at the same time raising brand awareness is unparalleled by any other means because it is efficient and reliable. Practically everything on the Web is content in one form or another.

Generative AI is now an effective tool that addresses several challenges related to time and resources for content marketing. AI can act as a turbocharged marketing assistant while streamlining several processes to boost efficiency. The procedural considerations, though, do need to be explored while using AI.

To cope up with the challenges of dynamic changes in current trends, you can utilize our insights:

1. Complete Guide to Content Marketing
2. B2B Marketing Strategies
3. Content Optimization for SEO
4. Social Media Marketing: Practices and Examples

Despite the challenges, the need for high-quality content is tremendous. Companies that invest in building a well-structured content strategy and can execute it consistently realize a slew of business benefits. By focusing on these key elements, companies can set themselves up for success in this competitive marketplace.