33 Stats On The Future of Content Marketing

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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 Twitter, LinkedIn, Facebook  and Google+ or  Subscribe to the B2B Marketing Insider Blog for regular updates.

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Michael Brenner is a globally-recognized keynote speaker, author of The Content Formula and the CEO of Marketing Insider Group. He has worked in leadership positions in sales and marketing for global brands like SAP and Nielsen, as well as for thriving startups. Today, Michael shares his passion on leadership and marketing strategies that deliver customer value and business impact. He is recognized by the Huffington Post as a Top Business Keynote Speaker and a top CMO influencer by Forbes. Please follow him on LinkedIn, Twitter, or Facebook and Subscribe here for regular updates.

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