This document presented statistics from various sources about the use and effectiveness of content marketing among B2B businesses. It showed that most B2B marketers use content marketing and find it effective for generating leads and traffic. Specific findings included that businesses that blog get 67% more leads, content marketing improves conversion rates by nearly 6 times, and the use of visuals increases willingness to read by 80%.

2. 89% of B2B marketers use
content marketing
Source: Content Marketing Institute

3. 9 out of 10 B2B buyers say
online content has a moderate
to major effect on their
purchasing decisions
Source: CMO Council

4. B2B businesses that blog
achieve 67% more monthly
leads than those that do not
Source: InsideView

5. Content marketing leaders
experience 7.8 times more
site traffic than non-leaders
Source: Aberdeen Group

6. Conversion rates are nearly
6x higher for content
marketing adopters than
non-adopters (2.9% vs 0.5%)
Source: Aberdeen Group

7. 70% of B2B marketers plan
to create more content in
2017 compared to 2016
Source: Content Marketing Institute

8. 45% of content marketers rate
their organisation’s content
marketing more successful
compared to the previous year
Source: Content Marketing Institute

9. The top 2 most outsourced
content marketing activities:
Writing (44%); Design (41%)
Source: LinkedIn Technology Marketing Community

10. About 49% of marketers are
learning to drive content to
align with the buyer’s journey
Source: LookBook HQ

11. 29% of leading marketers
systematically reuse and
repurpose content
Source: Curata

12. 60% of marketers say
blogging is their #1 top
inbound marketing priority
Source: HubSpot

13. 47% of buyers viewed 3-5
pieces of content before
engaging with a sales rep
Source: HubSpot

14. Titles with 6-13 words
attract the highest and most
consistent amount of traffic
Source: HubSpot

15. 61% of the most effective
B2B content marketers
meet with their content
team daily or weekly
Source: Content Marketing Institute

16. The average median time
spent reading an article
is 37 seconds
Source: NewsCred

17. 20% of internet users’
online time is spent on
content
Source: Demand Metric

18. 70% of people would rather
learn about a company
through articles rather than
an advert
Source: Demand Metric

19. 79% of internet traffic
will be video content by
2018
Source: MarketingProfs

20. 90% of consumers find
custom content useful
Source: Demand Metric

21. Whitepaper and eBook
downloads are the top
producers of B2B leads,
cited by 59% of marketers
Source: Media Post

22. Businesses with websites of
401-1000 pages get 6x more
leads than those with 51-100
pages
Source: HubSpot

23. 68% of consumers feel more
positive about a brand after
consuming content from it
Source: iMedia Connection

24. 95% of buyers chose a solution
provider that "provided them with
ample content to help navigate
through each stage at the buying
process"
Source: DemandGen

25. 82% of buyers viewed at least
5 pieces of content from the
winning vendor
Source: Forrester

26. 47% of B2B buyers consume
3-5 pieces of content prior to
engaging with a salesperson
Source: DemandGen

27. Coloured visuals increase
people's willingness to read a
piece of content by 80%
Source: Xerox

28. By 2017, 51% of companies will have an
executive in their organization who is
directly responsible for an overall
content marketing strategy (e.g., Chief
Content Officer, VP or director of
content)
Source: Curata

29. 51% of B2B buyers rely more on
content to research and make
B2B purchasing decisions than
they did a year ago
Source: DemandGen

30. In a recent DemandGen survey,
73% of the respondents said they
viewed a case study when
researching a company
Source: DemandGen

31. 95% of B2B buyers are willing
to consider vendor-related
content as trustworthy
Source: DemandGen

32. B2B marketers use an
average of 13 content
marketing tactics.
Source: Content Marketing Institute

33. The most effective B2B
marketers use an average of 7
social media platforms
Source: Content Marketing Institute

34. Over 90% of marketers said
they used visual content in
more than 50% of the articles
they published
Source: Venngage

35. 60.8% of marketers said that visual
content is a necessary and an
absolutely integral part of their
2017 content marketing strategy
Source: Venngage