Last Updated: Strategy

100 Must-Know Content Marketing Statistics

Author Vince Nero

The world of content marketing has come a long way since businesses first started putting information online. As technology continually improves, the smartest content marketers are taking advantage of every new format available and testing the waters of new content marketing frontiers.

In 2019, we saw more frequent and higher-impact Google Algorithm changes, which forced more sites to focus on mobile-first best practices and on improving trust and expertise signals.

TikTok continued to climb the social media ranks as the third most downloaded app (surpassed only by WhatsApp and Facebook Messenger), presenting new opportunities for hungry marketers. We also saw voice content making a push that’s sure to persist as people continue to add smart devices like Alexa and Google Home into their lives.

As the landscape continues to change, so should content marketing strategy. The businesses that survive and thrive will be those that are most in tune with the latest trends. Knowing where and how to spend content budget effectively is a must. To help keep you informed, we’ve put together a rundown of all the top content marketing statistics and trends that you need to know in 2020.

Click on a statistic to get a closer look.

CHAPTER 1

Content Marketing Trends

56% of businesses reported they want to increase their content creation spending.Content Marketing Institute
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61% of marketers ranked improving “their ability to measure and analyze their marketing impact” as a vital priority. 2018 Demand Generation Benchmark Survey Report
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92% of marketers reported that their company views content as a business asset. Content Marketing Institute
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70% prioritize content quality over quantity. Point Visible
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62% of companies that have 5,000 employees or more produce daily content.The Manifest
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The biggest challenges for content marketing are reportedly lack of data (27%) and lack of strategy (28%). DMA
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51% of content consumption derives from organic search. Kuno Creative
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36.7% of marketers report that creating engaging visual content consistently is one of their top struggles. Venngage
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64% of B2B content marketers use PPC or SEM for content distribution. Content Marketing Institute
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38% of content marketers rate their content marketing strategy as average.
Only 9% believe their strategy is excellent.
SEMrush
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78% of content marketers incorporate press release services into their content strategy. Cision
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Changes to Search Algorithms is the top concern (61%) of content marketing organizations, followed by social media algorithm changes at 45%. Content Marketing Institute
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Stock photography (40%) and infographics (37%) are the most frequently used visual content. Venngage
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76% of content marketers use organic traffic as a key metric to measuring content success. Only 22% use backlinks. SEMrush
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91% of consumers are prepared to reward brands for their authenticity. Social Media Week
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36% of content marketing teams considered implementing more “how to” guides and educational content as an efficient tactic.SEMrush
94% of content marketers are using social media as a distribution channel for their content. SEMrush
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CHAPTER 2

Mobile Statistics

People have twice as many interactions with brands on mobile than anywhere else. Think With Google
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53% of mobile users will close a website if it takes more than three seconds to load. Think With Google
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57% of users report they wouldn’t recommend a business with a poorly designed mobile site. Form Stack
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3 in 4 smartphone owners turn to search first to address their immediate needs Think With Google
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U.S adults spend an average of 3 hours and 10 minutes per day on their smartphones. Emarketer
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Mobile traffic has a 125% growth rate (vs. 12% rate for desktop traffic). Issuu
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92.72% of mobile search queries derive from Google. (04/19–04/20) Net Market Share
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CHAPTER 3

B2B Content Marketing Statistics

Email campaigns (87%) and educational content (77%) are the top content marketing methods B2B marketers use to nurture their audience. Content Marketing Institute
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Infographics, photos, charts and other image content have seen a 56% increase for B2B marketers in 2019 in comparison to the previous year. Content Marketing Institute
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63% of content marketers use their content strategy to build loyalty with their existing clients. Content Marketing Institute
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Social media (95%), blog posts/short articles (89%) and email newsletter (81%) are the top three types of content B2B marketers used in 2018/2019. Content Marketing Institute
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64% of content marketers prioritize building relationships with influencers, like brand advocates and journalists. Content Marketing Institute
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Only 48% of B2B marketers frequently craft content based on the specific stages to the customer journey. Of the most successful content marketers, 74% do. Content Marketing Institute
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Only 66% of B2B marketers frequently prioritize their audience’s needs over their sales message when creating content. Of the most successful content marketers, 88% do. Content Marketing Institute
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47% of B2B marketers don’t measure ROI from their content marketing efforts. Point Visible
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50% of B2B marketers outsource at least one content marketing activity. Companies with 1k+ employees are more likely to outsource marketing (71%). Content Marketing Institute
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CHAPTER 4

B2C Content Marketing Statistics

Social media (94%), blog posts/short articles (80%) and email newsletters (74%) are the top three types of content B2C marketers used in 2018/2019. Content Marketing Institute
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40% of B2C content marketers only look at competitors once per year (or not at all).Conductor
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B2C marketers dedicate an average 26% of their total marketing budget towards content marketing. The most successful content marketers dedicate 40%. Content Marketing Institute
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Only 33% of B2C content marketers reported always utilizing data in their distribution strategies.Conductor
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There has been a 69% increase in audio/visual content usage for B2C marketers from 2017—2018. Content Marketing Institute
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55% of B2C marketers outsource content marketing. Content Marketing Institute
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CHAPTER 5

Email Marketing Statistics

iPhone Mail (29%) and Gmail (27%) are the two most popular ways to read email. Litmus
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Personalized subject lines in email outreach increased the unique open rates by 27% and lead to an 11% higher
click-to-open rate.
Experian Marketing Services
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Segmented email campaigns achieve 14.31% higher open rates than non-segmented email campaigns. MailChimp
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72% of consumers report that they are more inclined to open an email that offers a discount. Campaign Monitor
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86% of professionals prefer to use email when communicating for business purposes. Hubspot
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For every $1 dollar marketers spend on email marketing, they receive an average ROI of $42. Litmus
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40% of consumers prefer that brand emails be more informative (and less promotional). Adobe Campaign
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62% of customers open emails because of a personalized subject line. Campaign Monitor
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21% responded emails that aren’t optimized for mobile when asked about the most annoying thing when reading an email from a brand on their smartphone. Adobe Campaign
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61% of consumers would like to be contacted by brands through email. Adobe Campaign
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CHAPTER 6

Video Marketing Statistics

43% of consumers will decide if they want to watch a video until the end in the first 15 seconds. Hubspot
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Millennials are the generation that consumes the most videos. 75% of consumers aged 18-34 watch videos at least once a day. Hubspot
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78% of consumers reported that they are happy with or want to see more videos on their social feeds. Hubspot
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85% of businesses used video as a marketing tool in 2019. Hubspot
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YouTube is the consumer’s leading source of video content in the U.S. at 75%, followed by Facebook at 64%. Hubspot
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97% of consumers and online marketers report that video helps customers understand their product. Wyzowl
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45% of consumers say that authoritative content makes a brand video feel authentic. Animoto
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26% of consumers are less likely to finish a video if they need to turn their phones horizontally to watch. Animoto
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39% of viewers would never watch a video from a brand again if they had a negative viewing experience on mobile. Animoto
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Only 11% of video marketers say they’ve used Snapchat as a video channel. Hubspot
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44% of consumers choose to watch live video from brands and other businesses once per week. Animoto
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64% of consumers report that watching a marketing video on Facebook has influenced a purchase decision. Hubspot
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80% report an increase in dwell time on their site if it has video content. Wyzowl
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56% of millenials watch video content right before bed, compared to only 38% of the general population. Singles are also 70% more likely to watch videos before going to bed than married people.Hubspot
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67% of marketers reported boosting or advertising their videos on Facebook in 2016/2017. Hubspot
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29% of men and 23% of women are driven by emotion to comment on a video. Animoto
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Consumers prefer video content that is humorous, educational or related to a social issue or cause. Hubspot
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B2B marketers have increased their audio and visual content by 64% in 2019 in comparison to the previous year. Content Marketing Institute
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27% of men watch branded YouTube videos 5 times a day, compared to 17% of women. Animoto
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CHAPTER 7

Blogging Statistics

20 billion WordPress pages are viewed by over 409 million people each month. WordPress.com
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While 40% of content marketers most frequently used stock photography in 2019, only 13% reported to reach their marketing goals with these visuals. Use of original graphics helped 40% of marketers reach their goals. Venngage
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Only 32% of bloggers reported utilizing analytics for every article when tracking blog performance. Orbit Media
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38% of bloggers who spend more 6+ hours on writing a post report “strong results”. Orbit Media
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The average blog post published in 2019 is 1236 words long. Bloggers who write 2000+ words (55%) report the “strongest results.” Orbit Media
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In 2019, 24% of bloggers published new posts on a weekly basis. Orbit Media
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WordPress users alone produce 70 million new posts each month. WordPress.com
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67% of bloggers who reported “strong results” in 2019 posted on a daily basis. Orbit Media
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43% of readers admittedly “skim” blog posts. Hubspot
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Marketers who prioritize marketing efforts (e.g. making blogging a serious priority) are 13 times more likely to see positive ROI. Hubspot
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47% of bloggers typically include two or three images in their posts. Only 3% report of including ten or more. Orbit Media
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55% of marketers say blog content creation is their number one inbound marketing priority. Hubspot
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77% of bloggers reported that they published “how-to” articles in 2019. Point Visible
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35% of blogger reported to conduct and publish original research in 2019. The previous year it was only 25%. Orbit Media
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47% of B2B customers view three to five posts before talking to a salesperson. Demand Gen Report
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Long-form content (3000–10,000 words) gets shared more than short-form content. OkDork
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90% of typical blog posts contain images, while only
60% contain lists and
59% statistics.
Orbit Media
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58% of bloggers reported that they collaborated with influencers on 10-50% of their posts in 2019. State of Inbound
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The average blog post published in 2019 took 3 hours and 57 minutes to write. Orbit Media
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69% of bloggers are
aged 25–44.
ConvertKit
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CHAPTER 8

Podcast Statistics

Consumers from ages 35–54 are the most common monthly podcast listeners. Edison Research
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An estimated 73 million people listen to podcasts each month. Edison Research
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Monthly podcast listeners subscribe to an average of seven different podcasts. Edison Research
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An estimated 180 million people were familiar with the term “podcasting” in 2018.Edison Research
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50% of homes report being fans of at least one podcast and 22% consider themselves “avid” fans. Nielsen
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The reported podcast listener breakdown by gender is 52% men and 48% women. Edison Research
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27% of monthly podcast consumers (18+ years old) have attended a four year college. 34% have attained some grad school or advanced degree. Podcast Insights
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48% of podcast listening is at home, 26% is done while driving. Edison Research
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17% of marketers plan to incorporate podcasts into their content marketing strategy. State of Inbound
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Comedy (36%) and news (23%) were the most popular podcast genres during the third quarter of 2019. Edison Research
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43% of monthly podcast users listen to an entire podcast episode. Edison Research
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