33 Stats on The Future of Content MarketingThe growth and interest in Content Marketing is now an undeniable force for businesses and marketing. Content marketing is an imperative for brands who want to reach their buyers in an information-saturated world.

We are no longer asking whether content marketing is the future. We are now looking to understand the future of content marketing.

Along the way, I’ve been collecting facts, stats and insights on the future of content marketing that support the need for change. Change away from traditional push-based messages that our audience is increasingly tuning out.

And so thanks to folks like the Content Marketing Institute / MarketingProfs, the Corporate Executive Board (CEB), Tom Pick and many others, here are 33 stats on the future of content marketing.

I’ve tried to weave it into a story that shows the problems we face in trying to reach our audience, the need for change, the importance of content marketing and the techniques we can employ to be successful. I hope you find these helpful in your own efforts. And please help me add to the list? What important content marketing stats did I forget:

33 Stats on The Future of Content Marketing

  1. 27,000,000 pieces of content are shared each day.  ~ AOL / Nielsen
  2. 60% of the buyer journey is complete before prospects reach out to vendors.  ~ The Corporate Executive Board (CEB)
  3. Emotional marketing messages are twice as effective as promotional ones. ~ CEB
  4. 60-70% of B2B marketing content goes unused. ~ Sirius Decisions
  5. 10% of website’s content drives 90% of the traffic. ~ InboundWriter
  6. 0.5% of a website’s content drives more than 50% of its traffic. ~ InboundWriter
  7. 78% of CMOs think content is the future of marketing. ~ Demand Metric
  8. The average attention span has dropped from 12 seconds in 2000 to 8 seconds.  ~ Statistic Brain
  9. The average attention span of a goldfish is 9 seconds.  ~ Statistic Brain
  10. The average office worker checks their email 30 times and hour. ~ Statistic Brain
  11. The number of web searches on the term “Content Marketing” is up 400% since January 2011.   ~ Google Trends
  12. 93% of B2B Marketers use content marketing. ~ CMI / MarketingProfs
  13. Only 42% of content marketers believe they are effective with it. ~ CMI / MarketingProfs
  14. 70% of marketers think branded content is more effective than advertising direct mail and PR. ~  Custom Content Council
  15. Only 44% of B2B Marketers have a documented content strategy. ~ CMI / MarketingProfs
  16. 73% of B2B Marketers have someone in charge of content marketing.  ~ CMI / MarketingProfs
  17. B2B Marketers spend 30% of the marketing budget on content marketing. ~ CMI / MarketingProfs
  18. B2B Marketers use an average of 13 content marketing tactics. ~ CMI / MarketingProfs
  19. B2B Marketers use an average of 6 social networks.  ~ CMI / MarketingProfs
  20. Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads. ~ Demand Metric
  21. Conversion rates for brands using content marketing is 6 to 7x higher.  ~ Aberdeen
  22. Interesting content is a top reason that people follow brands on social media. ~ Content+
  23. 90% of the information that comes to the brain is visual.  ~  Zabisco
  24. Articles with images get 94% more views than those without. ~ Content+
  25. Posts with videos attract 3x more inbound links than plain text posts.   ~ SEOmoz
  26. 57% of digital marketers define Content Marketing as their #1 priority.  ~ Altimeter
  27. 87% of B2B buyers say content has an impact on vendor selection; more than a quarter (27%) say it has a “major impact.”   ~ Social Media Today
  28. The three biggest challenges to creating content are lack of time (30%), inability to create enough content (11%), and inability to create engaging content (11%). ~ Robert Rose
  29. Another study found the three biggest challenges for content marketing to be limited budgets (27%), limited staff (25%), and generating new content (21%).  ~ iMedia Connection
  30. Only 1 out of 5 readers gets beyond your headline. ~ Heidi Cohen
  31. 36% of readers prefer headlines containing numbers (like this post). 21% of readers prefer headlines that literally talk to them by including the word “you.” And 17% prefer headlines that show them “how to” do something.   ~ Heidi Cohen
  32. 57% of B2B marketers use content curation as part of their content marketing strategies. But only 42% say they are able to measure positive results from content curation efforts.  ~ iMedia Connection
  33. The 3 biggest complaints B2B buyers have about vendor content are too many requirements for downloading; blatantly promotional, self-serving content; and non-substantive, uninformed content. ~ Social Media Today

33 Stats On Content Marketing on Slideshare

Let me know what you think in the comments below. And please follow along on TwitterLinkedInFacebook  and Google+ or  Subscribe to the B2B Marketing Insider Blog for regular updates.

About Michael Brenner

Michael Brenner is the Head of Strategy for the leading content marketing platform, NewsCred. He is also the author of B2B Marketing Insider, a contributor to Forbes and a frequent speaker at industry events covering topics such as marketing strategy, social business, content marketing, digital marketing, social media and personal branding.  Follow Michael on Twitter (@BrennerMichael)LinkedInFacebook and Google+ and Subscribe to B2B Marketing Insider by Email

39 Comments

  1. Tom Pick said…

    Hi Michael, thanks for the shout out. Glad my 30 Content Marketing Stats post was useful in feeding the beast. Outstanding presentation!

  2. Jordanna said…

    Thanks for your efforts to inform, appreciated.
    Slide 35 “The 3 biggest complaints B2B buyers have about vendor content are too many requirements for downloading; blatantly promotional, self-serving content; and non-substantive, uninformed content”, really struck a cord. Too many prospective client contact points have a ‘gate-keeper’ effect where too many details are requested. I suggest this clearly gives the message from the brand to prospective clients ‘I’m not going to share with you unless you give me something before-hand’. Personally, even if I think the content might prove to be exceptionally informative I’ll simply close the tab window or click the back button. Those drawing insights from visitor traffic and analytics data must surely be able to see the difference in drop-off rate at such points. If some suspect or are not sure results of an A/B split test might help them discern between the drawback of having a visitor data request before sharing content and content that does not require a visitor data request before the content is viewed.
    One can only hope as competition for relevant traffic increases such gate-keeper touch point tactics will become a thing of the past.
    Again, a good presentation.

    • Michael Brenner said…

      Thanks Jordanna, as brands we really have to earn the trust of our prospects before we can ask them for anything in return. I think this is becoming more clear with each passing day!

  3. Jordanna said…

    Absolutely agree about trust. When buying a car you visit a number of car dealerships, have a look around and kick the tires (so to speak) and have a chat with the car dealership person. You end-up choosing the one you trust the most to fill your need. A wise car dealership person knows this too.

    I’m considering compiling a list of touch-points I come across that require anything more of me other than my email address when they have content available to share. Essentially brands and bloggers alike who deem they don’t have to earn my trust before they ask me for anything.

  4. Denise Gabbard said…

    Content marketing is definitely where it’s at in 2014! It’s a great time to be a writer! (Shameless plug for all those who have issues with #28 and #29!)

    • Michael Brenner said…

      Thanks Denise. I think you’re right. Or better yet: it’s a great time to be a great writer. Or at least one who knows how to write for the social / mobile web.

  5. Maciej Fita said…

    Those stats are mind blowing. It shows not only the opportunity that still exists but also the harsh truth for those still not worried about getting into the content marketing space.

    • Michael Brenner said…

      Thanks Maciej, I was hoping that would be the end result of sharing this. That it would support those already in it and help move those who are still resisting the imperative to create better content.

  6. Meg Sutton said…

    Here are some additional facts from the just released 2014 Content Marketing Tactics Planner from Curata:

    -71% of marketers are planning to increase spend on content marketing in 2014
    -39% of marketers are planning to increase spend on content curation in 2014
    -only 43% of companies have an executive dedicated to content marketing
    -56% of marketers use content marketing specific software
    -62% of companies indicate that content marketing has led to an increase in the quality and quantity of leads in their pipeline

  7. Karen Webber said…

    Thanks for the ContentPlus mention – a great roundup of stats!

  8. Natalie Corner said…

    Thanks for including Content Plus in your post Michael, there’s some great stats up there!

    NewsReach our brand partner just launched a new interactive infographic that displays some great stats on how far your content could reach globally in a different language, really fascinating stuff! Thought it might be of interest to you:http://www.newsreach.co.uk/how-far-does-your-content-reach/

  9. Heidi Cohen said…

    Michael–I just realized that you included me in your article.

    Wow what great company!

    Happy marketing,
    Heidi Cohen
    Actionable Marketing Guide

  10. Jaap le Poole said…

    Thanks for compiling and sharing this Michael.
    Jaap le Poole
    Amsterdam, The Netherlands

  11. Robin Steve said…

    Thanks for sharing this article….

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