Content Marketing Stats

 Content Marketing Adoption

  • 69% of marketers are creating more content now than they did one year ago. (Content Marketing Institute, 2015)
  • 45% of B2C marketers have a dedicated content marketing group in their organization. (Content Marketing Institute, 2015)
  • 89% of B2B marketers use LinkedIn to distribute content, making it the social media platform used most
    often (they also say it’s the most effective social media platform). (Content Marketing Institute, 2016)
  • 67% of marketers think audience identification and targeting is a top need. (Altimeter Group, 2014)
  • In 2013 Content Marketing became the #1 priority for B2B and B2C marketers, with 39% of marketers planning to invest heavily in it. (Econsultancy/Adobe, Jan 2013)
  • 79% of marketers of marketing organizations are shifting into branded content. (Forrester, Mar 2013)
  • 86% of B2C marketers and 89% of B2B marketers are using content marketing. (Content Marketing Institute/MarketingProfs, 2016)
  • 86% of content marketers think that content marketing is an important component of their organization’s marketing program. (Content Marketing Institute/MarketingProfs, 2016)
  • 73% of B2C marketers and 70% of B2B marketers expect their organization to produce more original content in 2017. (Content Marketing Institute/MarketingProfs, 2016)
  • By 2017, 51% of companies will have an executive in their organization who is directly responsible for an overall content marketing strategy. (e.g., Chief Content Officer, VP or director of content) (Curata, 2016)

Content Marketing Budgets

  • 42% of marketers expect their organization’s content marketing budget to increase spending in the next 12 months (Content Marketing Institute, 2016)
  • 26% of B2C marketing budgets are spent on content marketing (not including staff). (Content Marketing Institute, 2016)
  • 53% of marketers think distribution is a top need but only 26% currently invest in it. (Altimeter Group, 2014)
  • The most effective B2B marketers spend 39% of their marketing budgets on content. (Content Marketing Institute, 2014)
  • Marketing budgets are heading up 13.7% year over year, and content will make up 37% of that spending plan. (Custom Content Council, 2013)
  • The average per company content marketing budget is more than $1.8 million (annual). (Custom Content Council, 2013)
  • More than half (52%) of content marketing dollars are spent on people. (Custom Content Council, 2013)
  • Content creation accounts for 32% of content marketing spending, while distribution accounts for 18%. (Custom Content Council, 2013)
  • 71% of marketing organizations are increasing their Content Marketing budgets in 2013. (Econsultancy/Responsys, Feb 2013)
  • 50% of marketers are increasing content marketing spend year over year, up from 40% the year before. (eMarketers, 2015)

Content Marketing Performance and Impact

  • 73% of marketers use website traffic to assess content marketing success. (Content Marketing Institute, 2016)
  • Only 23% of marketers think their organization is successful at tracking the ROI of a content program. (Content Marketing Institute, 2015)
  • Companies use an average of 4 paid methods to promote and distribute content.  (Content Marketing Institute, 2016)
  • Brand awareness is the most important goal of using content marketing in B2C companies. (Content Marketing Institute, 2015)
  • Companies target an average of 4 different audiences with separate content marketing strategies. (Content Marketing Institute, 2015)
  • Measurement is a key area where B2B marketers are struggling: Only 21% say they are successful at tracking ROI; however, having a documented strategy helps (35% of those with a strategy say they are successful). (Content Marketing Institute, 2015)
  • 70% of marketers say they lack a consistent or integrated content strategy. (Altimeter Group, 2014)
  • Brand awareness is a content marketing goal for 82% of organizations. (Content Marketing Institute, 2014)
  • 63% of marketers use website traffic as an indicator of content marketing success. (Content Marketing Institute, 2014)
  • The top success criteria for content marketing (among B2B marketers) is web traffic. (Content Marketing Institute, 2016)
  • Branded content is 2x more memorable than display ads. (IPG Media Lab/Forbes, 2016)
  • 60% of business marketers say they’re unable to measure ROI on the content they produce. (RAPTmedia, 2016)
  • Marketers’ biggest concerns when investing in content are 1. Gaining deeper insights beyond clicks and views (59%) 2. Being able to accurately measure ROI (58%) 3. Being able to measure and prove deeper content engagement (31%) (RAPTmedia, 2016)
  • Consumers engage with 11.4 pieces of content on average prior to making a purchase. (Nielsen, 2014)

Digital and Content Marketing Personalization

  • 74% of consumers feel frustrated when content doesn’t relate to their interests. (Harris Interactive, 2013)
  • 75% of consumers prefer personalized content. (Aberdeen Group 2015)
  • 56% of consumers say they would reward personalization with a purchase. (O2, 2014)
  • The leading benefits of personalizing content and digital interactions are 1) Higher response and engagement rates 2) More timely and relevant interactions 3) Greater customer affinity and word-of-mouth (CMO Council/IBM, 2015)
  • 94% of brand marketers see personalization as critical to current and future marketing success. (eConsultancy 2013)
  • 71% of marketers strongly consider how their content impacts the overall experience a person has with their organization. (Content Marketing Institute, 2016)
  • 75% of marketers are optimistic about the impact of personalization. (CMO Council/Microsoft, 2015)
  • 78% of consumers are more likely to be a repeat customer if a brand provides them with targeted, personalized offers. (Infosys, 2016)
  • By 2018, B2B marketers who incorporate personalization into digital experiences are forecasted to increase revenue up to 15 percent. (Gartner, 2015)
  • 19% is the average uplift in sales from brands who are personalizing web experiences. (eConsultancy, 2013)
  • 86% of marketers personalize email content most often. (eConsultancy, 2015)
  • Brands who put data-driven personalization at the center of marketing and sales see up to a 20% increase in marketing ROI. (McKinsey, 2013)
  • Nearly all marketers using website personalization technology have seen a lift of at least 5% in their most important metrics while 39% have seen increases of at least 20%. (VB Insight, 2015)
  • 14% of marketers personalize the entire customer journey. (CMO Council/Microsoft, 2015)
  • 36% of marketers personalize specific channels. (CMO Council/Microsoft, 2015)
  • 21% of marketers personalize both online and offline. (CMO Council/Microsoft, 2015)
  • 59% of marketers do not personalize content because they are lacking the needed technology. (Demand Metric, 2016)
  • 59% of marketers do not personalize content because of bandwidth and resource issues. (Demand Metric, 2016)
  • Personalization can reduce acquisition costs by as much as 50%, lift revenues by 5 to 15%, and increase the efficiency of marketing spend by 10 to 30%. (Harvard Business Review, 2015)
  • Only 18% of marketers say they use predictive analytics for personalization. (eMarketer, 2016)
  • 67% of marketers use behavior-based data to develop content based on insights and emotions. (eMarketer, 2016)

Types of Content

  • 48% of organizations publish new content that supports its content marketing program daily or multiple times a week. (Content Marketing Institute, 2015)
  •  Marketers said they used an average of 8 different content marketing tactics. (Content Marketing Institute, 2016)
  • Top motivations for content marketing were Customer Education, Customer Retention, and Customer Loyalty. (Custom Content Council, 2013)