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
46% of businesses reported they want to increase their content creation spending in 2022.Content Marketing Institute
Social media use amongst senior citizens is up 66% in the last five years, increasing to 45% overall. Pew Research
Video is expected to be the most invested in B2B marketing channel in 2022. Content Marketing Institute
Although only 31% of marketers report it as being effective, 45% plan to invest in social responsibility campaigns. HubSpot
61% of content marketers expect increasing spending towards in-person events in 2022.Content Marketing Institute
42% of marketers plan to increase budget in virtual reality (VR) and augmented reality (AR). HubSpot
36.7% of marketers report that creating engaging visual content consistently is one of their top struggles. Venngage
33% of marketers who don’t use automation or artificial intelligence (AI) plan to in 2022. HubSpot
The top three roles marketing leaders will prioritize hiring are content creators, content marketing managers and content strategists. HubSpot
Only 12% of marketers are currently using voice search tactics as part of their strategy. HubSpot
76% of content marketers use organic traffic as a key metric to measuring content success. Only 22% use backlinks. SEMrush
Virtual events are the B2B marketing channel that reported the best results in 2021. Content Marketing Institute
Video is the most-used content format, with 59% of marketers that perform content marketing using video.
HubSpot
94% of content marketers are using social media as a distribution channel for their content. SEMrush
CHAPTER 2
Mobile Statistics
53% of mobile users will close a website if it takes more than three seconds to load. Think With Google
57% of users report they wouldn’t recommend a business with a poorly designed mobile site. Form Stack
3 in 4 smartphone owners turn to search first to address their immediate needs Think With Google
97% of U.S. adults report owning a cellphone. Pew Research
Mobile ad spending is reported to be $341 billion in 2021, and expected to be almost $500 billion by 2024. eMarketer
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
Virtual events produced the best results for B2B marketers in 2021, with 58% of content marketers reporting strong outcomes. Content Marketing Institute
63% of content marketers use their content strategy to build loyalty with their existing clients. Content Marketing Institute
33% of B2B content marketers expect to increase their digital event budgets. Content Marketing Institute
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
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
40% of marketers who use automation leverage chatbots. HubSpot
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
B2C marketers dedicate an average 26% of their total marketing budget towards content marketing. The most successful content marketers dedicate 40%. Content Marketing Institute
Only 33% of B2C content marketers reported always utilizing data in their distribution strategies.Conductor
62% of B2C marketers plan to use influencer marketing in 2022. HubSpot
CHAPTER 5
Email Marketing Statistics
There are 4,140,000,000 email users worldwide. Statista
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
click-to-open rate. Experian Marketing Services
Segmented email campaigns achieve 14.31% higher open rates than non-segmented email campaigns. MailChimp
72% of consumers report that they are more inclined to open an email that offers a discount. Campaign Monitor
86% of professionals prefer to use email when communicating for business purposes. Hubspot
Email marketing revenue worldwide is reported to be more than $8,490,000,000. Statista
There are more than 319,000,000,000 emails sent per day worldwide. Statista
CHAPTER 6
Video Marketing Statistics
29% of marketers expect to use short-form video for the first time in 2022. Hubspot
Millennials are the generation that consumes the most videos. 75% of consumers aged 18-34 watch videos at least once a day. Hubspot
Social media experts predict that YouTube shorts are not an area you should focus in 2022. Social Media Examiner
YouTube is the consumer’s leading source of video content in the U.S. at 75%, followed by Facebook at 64%. Hubspot
97% of consumers and online marketers report that video helps customers understand their product. Wyzowl
45% of consumers say that authoritative content makes a brand video feel authentic. Animoto
26% of consumers are less likely to finish a video if they need to turn their phones horizontally to watch. Animoto
39% of viewers would never watch a video from a brand again if they had a negative viewing experience on mobile. Animoto
In one study, 94% of the respondents reported using video to make a purchase decision. Lemonlight
64% of consumers report that watching a marketing video on Facebook has influenced a purchase decision. Hubspot
In one survey, 99% of respondents said they enjoy watching video content from brands online. Lemonlight
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
89% of global marketers plan to spend the same or more in short form video. Hubspot
81% of marketers plan to include video content in their marketing strategy over the next few years. Lemonlight
86% of businesses use video as a marketing tool, which is a 63% increase over the past three years. Wyzowl
27% of men watch branded YouTube videos 5 times a day, compared to 17% of women. Animoto
CHAPTER 7
Blogging Statistics
38% of bloggers who spend more 6+ hours on writing a post report “strong results”. Orbit Media
The average blog post published in 2021 is 1416 words long. Bloggers who write 3000+ words (36%) report the “strongest results.” Orbit Media
In 2021, 22% of bloggers published new posts on a weekly basis. Orbit Media
Marketers who prioritize marketing efforts (e.g. making blogging a serious priority) are 13 times more likely to see positive ROI. Hubspot
47% of bloggers typically include two or three images in their posts. Only 3% report of including ten or more. Orbit Media
55% of marketers say blog content creation is their number one inbound marketing priority. Hubspot
Long-form content (3000–10,000 words) gets shared more than short-form content. OkDork
90% of typical blog posts contain images, while only
60% contain lists and
59% statistics. Orbit Media
60% contain lists and
59% statistics. Orbit Media
There are 600,000,000 blogs on the internet today. WebsiteSetup.org
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
76% of bloggers create how-to articles, the most common content type. Orbit Media
CHAPTER 8
Podcast Statistics
Consumers from ages 35–54 are the most common monthly podcast listeners. Edison Research
The popular listening brand is Spotify at 31%, followed by Pandora at 18%. Edison Research
50% of homes report being fans of at least one podcast and 22% consider themselves “avid” fans. Nielsen
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
17% of marketers plan to incorporate podcasts into their content marketing strategy. State of Inbound
43% of monthly podcast users listen to an entire podcast episode. Edison Research
