Last Updated: Strategy

100 Must-Know Content Marketing Statistics

Author Vincent 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.

Every type of content has its specific strengths and weaknesses for each business, but overall, we are seeing new forms of content pop up in every industry, from podcasts to live streaming video. The businesses that will survive and thrive are the ones that are in tune with the latest trends. Even Google is making moves to keep up with the times. They have been rolling out mobile-first indexing since last year to keep up with the fact that mobile traffic is taking over, with it increasing by 10 times between 2016 and 2022.

But that’s not all, businesses are also increasing content creation spending in 2019, so knowing where and how to spend that money effectively is a must. To do so, we decided to look at the top content marketing statistics and trends in 2019.

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 efforts” 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 of 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 and lack of strategy. DMA
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51% of content consumption derives from organic search. Kuno Creative
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35% of marketers report that creating engaging visual content consistently is one of their top struggles. Venngage
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64% of content marketers use PPC or SEM for content distribution. Content Marketing Institute
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97% of content marketers choose to use prescriptive content. Demandgen Report
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78% of content marketers incorporate press release services into their content strategy. Cision
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Changes to SEO 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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84% of people expect brands to produce content that entertains, provides solutions and produces experiences and events. Meaningful Brands
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91% of consumers are prepared to reward brands for their authenticity. Social Media Week
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By 2022, mobile traffic generated from smartphones is estimated to increase by 10 times.Ericsson
Only 9% of content marketers plan to incorporate Medium into their content marketing strategy. State of Inbound
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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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88% of mobile users searching for local information take action within a day of finding results. Think With Google
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Three in four phone users turn to mobile search for an immediate need. Think With Google
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U.S adults spend an average of 3 hours and 35 minutes per day on their phone. Emarketer
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Mobile traffic has a 125% growth rate (vs. 12% rate for desktop traffic). Issuu
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81% of mobile search queries derive from Google. 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 support and develop 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 the last four years. Content Marketing Institute
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Only 54% of content marketers use their content strategy to build loyalty with their existing clients. Content Marketing Institute
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61% of B2B content marketers increased their social media usage in 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 41% of B2B marketers craft content tied to the buying journey of a customer. Content Marketing Institute
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90% of B2B content marketers prioritize their audience’s needs over their sales message when creating content. 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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44% of B2B marketers don't outsource any content marketing. Content Marketing Institute
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CHAPTER 4

B2C Content Marketing Statistics

The most commonly used content mediums for B2C marketers are social media (96%), pre-produced videos (76%) and illustrations/photos (67%). 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. 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 2018—2019. Content Marketing Institute
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49% of B2C marketers choose to outsource their content creation. 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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Videos added to email content can increase click rates 300% according to reports. Martech Advisor
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List segmentation and personalization are the two most effective email marketing strategies. DMA
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69% of users can detect spam based solely on the subject line they read. OptinMonster
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86% of professionals reported that email was the best for business communication. Hubspot
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Email marketing was the primary lead generation channel for 89% of marketers. Juvlon
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40% of consumers prefer that brand emails be more informative (and less promotional). Adweek
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62% of customers open emails because of a personalized subject line. Campaign Monitor
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Users are twice as likely to sign up for a brand’s mailing list than interact with the brand on Facebook. Constant Contact
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23% of companies don’t track consumer activities after they follow an email link. Brizfeel
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CHAPTER 6

Video Marketing Statistics

58% of users stop watching videos in the first 90 seconds. My Smn
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75% of millennials watch video content daily. Animoto
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87% of consumers want more video from brands. Hubspot
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87% of businesses use video as a marketing tool in 2019, which is up from 81% in 2018. Hubspot
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YouTube is the consumer’s leading source of video content at 83% (followed by Facebook at 67%). 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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11% of respondents use Snapchat as a video content marketing platform. Social Media Examiner
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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 viewers are likely to buy a product online after watching branded social videos. Tubular Insights
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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 consumers watch video content in the evening, compared to 33% in the morning and 41% at lunch.Animoto
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65% of “decision makers” will visit a marketer’s website after viewing a brand-focused video. 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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41% of content marketers reported that shrinking production costs led to more video being produced in 2018. Hubspot
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Video usage for marketers has increased more than written or image content since 2018. 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

Blog posts with images are viewed 94% more than posts without. MDG Advertising
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By 2020, the number of bloggers is expected to reach 31.7 million. Statista
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34% of bloggers reported “always” utilizing analytics when tracking blog performance. Orbit Media
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Blog traffic generation increases up to 30% after you post 24–51 blog posts. Traffic Generation Cafe
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There are over 5 million blog posts written each day. Internet Live Stats
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Post headlines with six to 13 words bring in the highest and most consistent traffic. State of Inbound
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47% of internet users read blogs daily. Statista
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6–13 word titles attract the most amount of traffic in blog posts. Hubspot
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43% of readers admittedly “skim” blog posts. Hubspot
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59% of outsourced business blogs are made up of guest posts. BrizFeel
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54% of bloggers include more than one image in their posts. Orbit Media
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43% of B2B marketers say “blogging” is the most important content they produce. Hubspot
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9x more leads were reportedly generated by using long-form blog posts. Point Visible
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46% of blog posts were 500–1000 words long in 2018, compared to only 8% that were more than 2000 words.Orbit Media
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47% of B2B customers read about four blog 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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49% of bloggers incorporate a list into their blog post. Orbit Media
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55% of marketers want to focus on blog creation as their top inbound marketing priority. State of Inbound
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It took around 3 hours and 28 minutes for the average blog post to be written in 2018. 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 are familiar with the term “podcasting”.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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Podcast listeners are much more likely to follow companies and interact with them on social media. 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, education and news are the top three podcasting genres. Podcast Insights
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43% of monthly podcast users listen to an entire podcast episode. Edison Research
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