33 Stats on Content Marketing

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The growth and interest in Content Marketing is now an undeniable force for businesses and marketing. Content marketing is an imperative for brands who want to reach their buyers in an information-saturated world.

We are no longer asking whether content marketing is the future. We are now looking to understand the future of content marketing.

Along the way, I've been collecting facts, stats and insights on the future of content marketing that support the need for change. Change away from traditional push-based messages that our audience is increasingly tuning out.

And so thanks to folks like the Content Marketing Institute / MarketingProfs, the Corporate Executive Board (CEB), Tom Pick and many others, here are 33 stats on the future of content marketing.

I've tried to weave it into a story that shows the problems we face in trying to reach our audience, the need for change, the importance of content marketing and the techniques we can employ to be successful. I hope you find these helpful in your own efforts. And please help me add to the list? What important content marketing stats did I forget:

Published in: Business, Technology

33 Stats on Content Marketing

  1. 33 Stats On Content Marketing Michael Brenner B2BMarketingInsider.com @BrennerMichael © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 1
  2. The growth and interest in Content Marketing is now an undeniable force for businesses and marketing. Content marketing is an imperative for brands who want to reach their buyers in an information-saturated world. We are no longer asking whether content marketing is the future. We are now looking to understand the future of content marketing. Along the way, I've been collecting facts, stats and insights on the future of content marketing that support the need for change. Change away from traditional push-based messages that our audience is increasingly tuning out. Here are 33 stats on the future of content marketing. I've tried to weave it into a story that shows the problems we face in trying to reach our audience, the need for change, the importance of content marketing and the techniques we can employ to be successful. I hope you find these helpful in your own efforts. © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 2
  3. 27,000,000 pieces of content are shared each day. ~ AOL / Nielsen © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 3
  4. 60% of the buyer journey is complete before prospects reach out to vendors. ~ The Corporate Executive Board (CEB) © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 4
  5. Emotional marketing messages are twice as effective as promotional ones. ~ (CEB) © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 5
  6. 60-70% of B2B marketing content goes unused. ~ Sirius Decisions © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 6
  7. 10% of website’s content drives 90% of the traffic. ~ InboundWriter © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 7
  8. 0.5% of a website’s content drives more than 50% of its traffic. ~ InboundWriter © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 8
  9. 78% of CMOs think content is the future of marketing. ~ Demand Metric © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 9
  10. The average attention span has dropped from 12 seconds in 2000 to 8 seconds. ~ Statistic Brain © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 10
  11. The average attention span has dropped from 12 seconds in 2000 to 8 seconds. The average attention span of a goldfish is 9 seconds. ~ Statistic Brain © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 11
  12. The average office worker checks their email 30 times and hour. ~ Statistic Brain © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 12
  13. The number of web searches on the term “Content Marketing” is up 500% since January 2011. ~ Google Trends © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 13
  14. 93% of B2B Marketers use content marketing. ~ CMI / MarketingProfs © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 14
  15. Only 42% of content marketers believe they are effective with it. ~ CMI / MarketingProfs © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 15
  16. 70% of marketers think branded content is more effective than advertising direct mail and PR. ~ Custom Content Council © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 16
  17. Only 44% of B2B Marketers have a documented content strategy. ~ CMI / MarketingProfs © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 17
  18. 73% of B2B Marketers have someone in charge of content marketing. ~ CMI / MarketingProfs © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 18
  19. B2B Marketers spend 30% of the marketing budget on content marketing. ~ CMI / MarketingProfs © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 19
  20. B2B Marketers use an average of 13 content marketing tactics. ~ CMI / MarketingProfs © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 20
  21. B2B Marketers use an average of 6 social networks. ~ CMI / MarketingProfs © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 21
  22. Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads. ~ Demand Metric © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 22
  23. Conversion rates for brands using content marketing is 6 to 7x higher. ~ Aberdeen © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 23
  24. Interesting content is a top reason that people follow brands on social media. ~ Content+ © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 24
  25. 90% of the information that comes to the brain is visual. ~ Zabisco © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 25
  26. Articles with images get 94% more views than those without. ~ Content+ © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 26
  27. Posts with videos attract 3x more inbound links than plain text posts. ~ SEOmoz © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 27
  28. 57% of digital marketers define Content Marketing as their #1 priority. ~ Altimeter © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 28
  29. 87% of B2B buyers say content has an impact on vendor selection; more than a quarter (27%) say it has a “major impact.” ~ Social Media Today © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 29
  30. The three biggest challenges to creating content are lack of time (30%), inability to create enough content (11%), and inability to create engaging content (11%). ~ Robert Rose © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 30
  31. Another study found the three biggest challenges for content marketing to be limited budgets (27%), limited staff (25%), and generating new content (21%). ~ iMedia Connection © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 31
  32. Only 1 out of 5 readers gets beyond your headline. ~ Heidi Cohen © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 32
  33. 36% of readers prefer headlines containing numbers (like this post). 21% of readers prefer headlines that literally talk to them by including the word “you.” And 17% prefer headlines that show them “how to” do something. ~ Heidi Cohen © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 33
  34. 57% of B2B marketers use content curation as part of their content marketing strategies. But only 42% say they are able to measure positive results from content curation efforts. ~ iMedia Connection © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 34
  35. The 3 biggest complaints B2B buyers have about vendor content are too many requirements for downloading; blatantly promotional, self-serving content; and non-substantive, uninformed content. ~ Social Media Today © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 35
  36. Slides available on: Thank you! Slideshare.net/MichaelBrenner Marketing Blog: B2B Marketing Insider Twitter: @brennermichael Special thanks to Tom Pick, the Webbiquity Blog and his “30 Remarkable Content Marketing Facts and Statistics for 2013” © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 36

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