Last Updated: Strategy

100 Must-Know Content Marketing Statistics

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

46% of businesses reported they want to increase their content creation spending in 2022.Content Marketing Institute
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Social media use amongst senior citizens is up 66% in the last five years, increasing to 45% overall. Pew Research
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Video is expected to be the most invested in B2B marketing channel in 2022. Content Marketing Institute
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Although only 31% of marketers report it as being effective, 45% plan to invest in social responsibility campaigns. HubSpot
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61% of content marketers expect increasing spending towards in-person events in 2022.Content Marketing Institute
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42% of marketers plan to increase budget in virtual reality (VR) and augmented reality (AR). HubSpot
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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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94% of senior marketers thought their results were successful in 2021. Oracle
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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% of marketers plan to leverage infographics for the first time in 2022. HubSpot
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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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Virtual events are the B2B marketing channel that reported the best results in 2021. Content Marketing Institute
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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
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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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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. eMarketer
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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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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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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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62% of B2C marketers plan to use influencer marketing in 2022. HubSpot
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55% of B2C marketers outsource content marketing. Content Marketing Institute
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CHAPTER 5

Email Marketing Statistics

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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CHAPTER 6

Video Marketing Statistics

29% of marketers expect to use short-form video for the first time in 2022. 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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Social media experts predict that YouTube shorts are not an area you should focus in 2022. 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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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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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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64% of consumers report that watching a marketing video on Facebook has influenced a purchase decision. Hubspot
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In one survey, 99% of respondents said they enjoy watching video content from brands online. Lemonlight
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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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89% of global marketers plan to spend the same or more in short form 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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81% of marketers plan to include video content in their marketing strategy over the next few years. 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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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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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

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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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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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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