Are you considering investing in content marketing?
The content marketing statistics and facts below are from marketing-industry resources and may be useful if you’re starting to build a business case for content as well as educating your key stakeholders on the value of content marketing.
- 82% of marketers are actively investing in content marketing
- 40% of B2B marketers have a documented content marketing strategy, with an additional 33% using content marketing but not documenting their approach
- Video was the primary form of content being created in 2023 (50%), images (47%) and blogs (33%)
- 44% say they typically consume three to five pieces of content before engaging with a business
What factors lead to success in content marketing?
When 17,000 marketers were interviewed by Semrush, their survey identified that;
- 47% research their audience
- 46% perform search engine optimisation (SEO)
- 45% are publishing more content, more frequently
- 44% said improving the quality and value of their content has led to success
- 42% said updating existing content has boosted their content marketing value
- 41% said analysing their competitors influenced the success of their strategy
- 40% said creating more visual and video content improved their content marketing
Objectives for content marketing
To drive profitable action and bring your users on their buyer journey is a vitally important part of any successful content marketing strategy. Other common objectives include;
- 84% of marketers say it creates brand awareness
- 76% of marketers report that content marketing generates demand / leads
- 63% of marketers say that content marketing helps to nurture the audience / customers / leads
- 58% say it generates sales / revenue
- 50% say it helps build loyalty with existing clients / customers
Content marketing tactics
According to a survey by The Content Marketing Institute, the distribution of budget and the planned increase in investment during 2024 will look something like this;
- 69% video
- 53% thought leadership content
- 47% in-person events
- 43% paid advertising
- 33% online community building
- 33% webinars
- 25% audio content
- 21% digital events
- 11% hybrid events
Top content suggestions
If you’re in the process of planning what to include in your 2024 content marketing strategy, the list below may help (they’re often discussed in the conversations we’re having with our clients);
- Thought leadership
- Better understanding of your audience
- SEO
- Discovering the best ways to use AI
- Increasing brand awareness
- Lead generation
- Using more video
- Better use of analytics
- Conversions
- Repurposing existing content
Source of all content marketing facts: CMI, Semrush, Hubspot
