Last Updated: Strategy

155 Must-Know Content Marketing Statistics for 2024

Author Ross Hudgens

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 moving forward.

Click on a statistic to get a closer look.

CHAPTER 1

Content Marketing Trends

Content strategy is hard, but understanding a few content marketing trends and statistics can help you put together a strategy that yields more traffic and conversions.

54% of businesses will increase their content marketing budgets this year.Siege Media + Clearscope
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54% of businesses who spend $2,000+ on a piece of content report a very successful strategy.Siege Media + Clearscope
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Those who spend less than $15,000/mo on their content strategy are 74% more likely to see lower performance.Siege Media + Clearscope
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When businesses dedicate 10%-50% of their content efforts towards content design, they are 33% more likely to report successful results.Siege Media + Clearscope
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19% of businesses who use AI content generation tools report a very successful content strategy.Siege Media + Clearscope
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24% of businesses who do not use AI content generation tools also report a very successful content strategy.Siege Media + Clearscope
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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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Businesses that incorporate link building report a 45% higher success rate than those that don’t.Siege Media + Clearscope
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33% of marketers who don’t use automation or artificial intelligence (AI) plan to in 2022.HubSpot
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The top three roles marketing leaders will prioritize hiring are content creators, content marketing managers and content strategists.HubSpot
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Only 12% of marketers are currently using voice search tactics as part of their strategy.HubSpot
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38% report their industry to be very competitive while 19% report experiencing a hyper-competitive industry.Siege Media + Clearscope
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36% of content marketers currently incorporate interactives as part of their content strategy.Siege Media + Clearscope
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65% of content marketers plan to use AI content generation tools.Siege Media + Clearscope
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90% of content marketers leverage websites and blogs the most in their content strategy.Siege Media + Clearscope
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Businesses that incorporate link building into their content marketing strategy report a 45% higher success rate.Siege Media + Clearscope
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B2B businesses are 24% more likely than B2C to use AI content generation tools.Siege Media + Clearscope
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Interactive content, behind-the-scenes information, and content relating to brand values are the top three types of content.HubSpot
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54% of content marketers report that their content marketing budget will increase in the next year.Siege Media + Clearscope
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74% of businesses who spend under $1,000 on a piece of content report an underperforming to unsuccessful strategy.Siege Media + Clearscope
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29% of businesses report no outsourcing of content creation.Siege Media + Clearscope
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Production volume is the biggest stated content challenge across businesses regardless of industry (28%).Siege Media + Clearscope
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7% of businesses report a content marketing budget of $45,000/month and note a very competitive industry.Siege Media + Clearscope
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CHAPTER 2

Mobile Statistics

Now that everyone carries a computer in their pocket, a website optimized for mobile search is non-negotiable, as these statistics show.

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.Insider Intelligence
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97% of U.S. adults report owning a cellphone.Pew Research
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Mobile ad spending is reported to be $341 billion in 2021, and expected to be almost $500 billion by 2024.Statista
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92.1% of internet users report accessing the internet on a mobile phone, compared to 71.2% who use a computer.Hoot Suite
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More than 58.99% of all web traffic worldwide is attributed to mobile queries.StatCounter
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CHAPTER 3

B2B Content Marketing Statistics

B2B e-commerce was valued at $6,883 billion in 2021 and is only projected to grow. To stand out in such a competitive market, quality content marketing that delivers results is a must.

64% of B2B businesses currently execute link building in their content marketing efforts.Siege Media + Clearscope
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Virtual events produced the best results for B2B marketers in 2021, with 58% of content marketers reporting strong outcomes.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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33% of B2B content marketers expect to increase their digital event budgets.Content Marketing Institute
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37% of small organizations, 54% of medium-sized organizations, and 75% of large organizations report outsourcing part of their content marketing efforts.Content Marketing Institute
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Experts predict Twitter Spaces will be a growing area of audio investment.Social Media Examiner
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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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40% of marketers who use automation leverage chatbots.HubSpot
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64% of B2B buyers report that podcasts were helpful at the beginning of their buying journey.DemandGen
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40% of B2B buyers said they engaged with at least 3 pieces of content before they contacted a sales rep.DemandGen
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50% of B2B e-commerce companies prefer blogging as their primary marketing strategy.Finances Online via Siege Media
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The majority (80%) of B2B decision-makers prefer learning about a potential vendor through content-like articles.WB Research
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B2B businesses devote an average of 33% of their marketing budget to content marketing.Smart Insights
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52% of B2B buyers are "definitely" more inclined to make a purchase after viewing content. Marketing Charts
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CHAPTER 4

B2C Content Marketing Statistics

Globally, the B2C market is worth $3.67 trillion, with an expected compound annual growth rate of 9.7%. Content strategy for B2C markets differs from B2B markets, as these statistics show.

36% of B2C businesses currently execute link building in their content marketing efforts.Siege Media + Clearscope
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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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62% of B2C marketers plan to use influencer marketing.HubSpot
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55% of B2C marketers outsource content marketing.Content Marketing Institute
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CHAPTER 5

Email Marketing Statistics

When texting first came onto the market, a few Debbie downers predicted the death of email. Fortunately for marketers, that didn’t happen. Instead, email marketing statistics show the value of a content marketing strategy that effectively leverages emails.

There are 4,140,000,000 email users worldwide.Statista
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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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Email marketing revenue worldwide is reported to be more than $8,490,000,000.Statista
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The best time to send emails is between 6-9am PST on Monday.Siege Media
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There are more than 319,000,000,000 emails sent per day worldwide.Statista
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61% of consumers would like to be contacted by brands through email.Adobe Campaign
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Open rate is the most frequently tracked email metric (95%), while only 55% of businesses track conversions from email marketing.HubSpot
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CHAPTER 6

Video Marketing Statistics

Video is only gaining in popularity thanks to social networks like TikTok and YouTube. Whether animation or live action, video production can level up your content marketing efforts.

Articles containing video content get over 80% more traffic than articles without.Semrush
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Most companies with video marketing strategy (49%) use a mix of in-house and agency-created production to create their videos.HubSpot
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Social media experts predict that YouTube shorts are not an area you should focus on.Social Media Examiner
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81% of adults report using YouTube, the highest of any social network.Pew Research
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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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When purchasing online, consumers ranked video as the #1 most useful type of content.Animoto
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After publishing a video on social media, 93% of businesses acquired a new client.Animoto
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93% of consumers thought watching a product-related video was useful during the buyer journey.Animoto
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TikTok trend lifespan is expected to shorten.Social Media Examiner
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In one study, 94% of the respondents reported using video to make a purchase decision.Lemonlight
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94 out of 100 marketers reported that paid video ads had a positive ROI for their company.Animoto
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In one survey, 99% of respondents said they enjoy watching video content from brands online.Lemonlight
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Quality over quantity: Nearly 65% of brands who create marketing video content release 1-4 videos a month.Lemonlight
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89% of global marketers plan to spend the same or more in short form video.HubSpot
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65% of customers report viewing videos at least once every day.Animoto
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More than 9 in 10 marketers plan to include video in their upcoming marketing strategies.Lemonlight
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86% of businesses use video as a marketing tool, which is a 63% increase over the past three years.Wyzowl
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The top three social channels for video content ROI are YouTube (33%), Facebook (26%), and Instagram (33%).Animoto
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Marketers that use video content grow revenue nearly 50% faster than those who don't.WordStream
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Of the marketers looking to increase overall engagement, 60% state that video marketing helped them achieve their goal.Motioncue
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74% of content marketers think their company needs to invest more in video.Content Marketing Institute
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Video thumbnails appear in over 25% of search results and have a click-through rate of over 60%.Milestone
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35% of content marketers say that video is the top content type they’d pursue if given more resources.WordPress VIP
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Nearly 70% of sellers report that video outperforms any other content type they use.Vidyard
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One-half of millennials and Gen Z state that they “don’t know how they’d get through life” without video content.Think with Google
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CHAPTER 7

Blogging Statistics

Perhaps the most famous component of content marketing, blogging, will never go out of style. What will change, though, is the type of content you publish on your blog. For a more detailed look at all things blogging, check out the latest blogging stats here.

20 billion WordPress pages are viewed by over 409 million people each month.WordPress.com
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41% of bloggers create content around original research.Orbit Media
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The average blog bounce rate is 82.4%.Siege 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 2021 is 1416 words long. Bloggers who write 3000+ words (36%) report the “strongest results.”Orbit Media
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In 2021, 22% 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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Bloggers report that their most effective content types are gated content and roundups.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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Influencer outreach was seen as the most effective promotion channel among bloggers.Orbit Media
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Only one in five bloggers report generating strong results from their efforts.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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There are 600,000,000 blogs on the internet today.WebsiteSetup.org
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Each year, bloggers spend more and more time creating content. In 2021, bloggers reported spending 4 hours on average for a blog post.Orbit Media
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76% of bloggers create how-to articles, the most common content type.Orbit Media
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CHAPTER 8

Podcast Statistics

While no one can agree on who exactly invented podcasting or what the first podcast actually was, content marketers can agree that podcasts are a powerful tool for building brand awareness, establishing your business as a thought leader in the industry, and growing your business.

Consumers from ages 35–54 are the most common monthly podcast listeners.Edison Research
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An estimated 120 million people listen to podcasts each month.Statista
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The popular listening brand is Spotify at 31%, followed by Pandora at 18%.Edison Research
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68 million Americans reported having listened to online audio in 2021.Edison Research
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Over the past two years, the number of podcast titles and episodes has surged by approximately 200%.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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The average time spent listening to online audio was 16 hours, 14 minutes per week.Edison Research
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43% of monthly podcast users listen to an entire podcast episode.Edison Research
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CHAPTER 9

ROI Statistics

It’s no secret that quality content marketing has one of the most significant marketing ROIs out there. Don’t take our word for it — these content marketing ROI statistics speak for themselves.

Businesses that blog see lead growth of 165% compared to companies that don't, which only see a 73% lead growth.HubSpot
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Businesses that spend the least on content marketing struggle to succeed in publishing volume, lead generation, and measuring ROI.Siege Media + Clearscope
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21% of content marketers report that measuring ROI is the biggest challenge when developing content.Siege Media + Clearscope
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Companies with successful content marketing strategies focused on improving content quality (55%), optimizing for SEO (46%), and including video and other visual content mediums (41%).Semrush
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35% of content marketers report their content strategy to be mildly successful, while 21% report it to be very successful.Siege Media + Clearscope
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Most report that their content budgets will not go down this year, with over half reporting an increase.Siege Media + Clearscope
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CHAPTER 10

SEO Statistics

It doesn't matter how great your content is if the search engines aren't seeing it. Poor SEO can keep great content in the bowels of the internet, and great SEO can help launch it to new heights.

The average page-one-ranking content for popular keywords has been updated within the last 1.31 years, on average.Siege Media
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67.6% of all clicks go to the top five organic results.Zero Limit Web
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Google's top result typically has 3.8 times more backlinks than results 2-10.Backlinko
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Direct traffic accounts for 22% of all website traffic in 2022. Organic search (17%) and social media (16%) make up the rest of the top three website traffic sources.HubSpot
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Position on the SERP matters: in comparison to a page in position #10, the #1 organic result is 10 times more likely to be clicked.Backlinko
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Google presently has 91.85% of the global market share of search engines.StatCounter
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Pages whose title tags are between 40-60 characters have an 8.9% higher CTR than pages whose title tags are shorter.Backlinko
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83.5% of Google’s SERPs do extract and feature last updated dates.Siege Media
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The higher the target Keyword Difficulty, the more often it needs to be refreshed and updated. KD between 0-10 are last updated within 1.73 years, while KD in 90+ range are last updated less than 1 year ago (0.87 years), on average.Siege Media
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CHAPTER 11

Social Media Marketing Statistics

Social media started as a way to connect to family and friends but it’s grown into an entertainment and information platform businesses may ignore — at their peril. Focus your social media strategy where your customers are rather than trying to be present on every channel.

Use these social media marketing statistics to guide your strategy, whether you’re a pro or just getting your feet wet, and watch traffic and conversions grow.

Content marketers report the top three most effective types of content on social media to be funny (80%), interactive (77%), and authentic/behind-the-scenes (68%).HubSpot
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In American companies with over 100 employees, 91.9% expect to use social media marketing.Business of Apps
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Social media marketing was either somewhat or highly effective in 2021 according to 77% of social media marketers.HubSpot
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According to 82% of B2B marketers, LinkedIn brings in more leads than any other social media platform.LinkedIn
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82% of marketers reuse material across social media platforms.HubSpot
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LinkedIn accounts for more than 46% of all social media traffic to business websites.LinkedIn
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Globally the average person uses 7.5 social media platforms each month.Hoot Suite
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Facebook, YouTube, Whatsapp, Instagram, WeChat, and TikTok are the top five most-used social media platforms.Hoot Suite
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76.1% of internet users report using a social media platform for brand or product research.Hoot Suite
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CHAPTER 12

DEI Marketing Statistics

For any business looking to succeed, Diversity, Equity, and Inclusion (DEI) is more than just a buzzword: It is a do-or-die marketing strategy according to the latest research.

70% of Gen Z are more likely to trust brands that feature diversity in their advertising.Microsoft Advertising
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Of younger millennials, 54% believe retailers have a duty to address social and political issues related to diversity.Accenture Holiday Shopping Survey
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57% of consumers are loyal to companies that actively seek to correct social injustices in their business practices.Deloitte
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An overwhelming majority (93%) of marketers feel inclusive marketing is crucial to business success.iProspect
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67% of ethnic minorities report they trust a company more when they see themselves in their marketing campaigns.Microsoft Advertising
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The majority of people (71%) expect businesses to showcase inclusivity and diversity in online advertising.Meta Research
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49% of Gen Z no longer supports a brand that didn't align with their values.Microsoft Advertising
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94% of Gen Z expects businesses to speak out on social issues.Deloitte
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Despite the fact that consumers are seeing more inclusivity in ads, 54% of them still believe their culture is not adequately represented in online marketing and 64% wish to see more diversity.Meta Research
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