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Recall the saying “content is king?” How long has that been around? Well, it rings truer than ever in 2020. Content marketing is the belle of the ball in today’s digital landscape. Consumers want fast, informative content that can entertain them to whatever extent possible.
Still not convinced content is worth the hype? Check out these eye-popping statistics as to why content marketing is your company’s greatest asset.
Top Content Marketing Statistics: Why You Need Great Content in 2020 and Beyond
- Content marketing leaders experience 7.8X more site traffic than non-leaders.
- Consumers remember content that is tailored to them. As a result, they are more likely to return and engage with the company.
- The median time people spend on articles is 37 seconds.
- While content marketing costs 62% less than outbound marketing, it generates more than three times as many leads.
- 25% of American internet users now use ad blockers.
- Content creation ranked the highest as a contributing factor to B2B marketing success with 89%, with strategy in 2nd at 72%.
- Marketers who prioritize blogging efforts are 13x more likely to see positive ROI.
- The prevalence of “People Also Ask” panels has risen 10X over the past three years, and is now in 85% of SERPs
- According to the American Marketing Association, the average U.S. consumer is exposed to 10,000 brand messages a day.
- 70% of all shoppers saying they’re open to learning about products on YouTube from brands
- At any given time, 84% of Americans are shopping for something
- 70% of consumers prefer to learn about a product or service via content rather than ads
The “Why” Takeaway
As consumers see fewer and fewer ads thanks to tough ad-blocking software, content marketing becomes all the more valuable. This means creating engaging, shareable content that will get you the leads that your blocked ads can’t. The payoff speaks for itself. Making a good impression up-front often leads to valuable follow-up.
Types of Content That Bring The Most Value
- Adding a blog to your website can increase the chances of ranking by 434%
- Infographics are liked and shared on social media 3X more than any other type of content.
- A video is 50 times more likely to get organic page ranks in Google than plain text
- Half of the consumers who watch online product videos say it helps them make more confident purchasing decisions.
- People who watch videos stay on a site two minutes longer on average and are 64% more likely to make a purchase.
- U.S. consumers now watch up to six hours of digital video per day
- B2B companies that blogged 11+ times per month had almost 3X more traffic than those blogging 0-1 times per month.
- Titles with 6-13 words attract the highest and most consistent amount of traffic.
- 1 in 10 blog posts is compounding, meaning organic search increases their traffic over time.
- Compounding blog posts make up 10% of all blog posts and generate 38% of overall traffic.
- Over its lifetime, one compounding blog post creates as much traffic as six decaying posts.
- Marketers who do email marketing correctly see an average of 760% increase in revenue from segmented, customized marketing campaigns
- 86% of consumers would like to receive promotional emails from companies they do business with at least monthly, and 15% would like to get them daily. 64% of people prefer rich text emails.
- 11 a.m. ET has the highest click-through rate for email sends.
- Two-thirds of emails are read on either smartphones or tablets.
- 4X as many customers would rather watch a video about a product than read about it.
- 56% of consumers say customer testimonials are helpful
Types of Content Takeaway
As preferences shift from textual to visual, content marketers need to keep their ideal consumer in mind. Videos might be the favorite, but blogs have an enticing half life. Determine your target audience’s preference, and post that type of content consistently to build value.
B2B Content Marketing Statistics
- 57% of buyers say much of the B2B content out there is crap
- The average B2B buyer now makes an average of 12 online searches before interacting with a vendor’s website, and they are already 57% of the way through the buying process before they want to speak with a sales representative
- More than half of all B2B buyers view at least eight pieces of content during the purchase process, and more than 80% of buyers view at least five articles
- 75% of buyers say content significantly impacts their buying decision, and 62% say they can finalize their purchase selection criteria based on digital content alone
- 70% of B2B buyers and researchers watch videos on their path to purchase
- 88% of B2B marketers want to know how to measure their return on investment for social media activities.
- Six in 10 small business owners are not able to track ROI from their social media activities.
- 59% of marketers say inbound produces the highest quality leads for their sales team.
- 72% of those who have calculated ROI have confidence in their marketing strategy (only 49% of those who haven’t calculated ROI feel confident in their strategy).
- More B2B organizations pay for search engine marketing than for social promotion.
- 80% of B2B marketers will focus on lead gen as a content marketing goal over the next 12 months.
- 78% of organization use website traffic to determine how well its content marketing is producing results.
- Average proportion of B2B marketing budget for content is 29%.
- The most-used B2B content marketing tactics are social media content (83%), blogs (80%), and email newsletters (77%).
- The average number of content marketing tactics used per organization is eight.
- 52% of B2B marketers said blogs were the most critical tactic for success in 2017.
- Email is the most popular way to distribute content (93%), with LinkedIn in second at 89%.
Long-form content is the reigning champion in the world of B2B. Yet, social is becoming a surprisingly strong contender in the preferred channels of distribution. Don’t be afraid to explore new methods – you may be surprised by the potential you unlock.
B2C Content Marketing Statistics
- 74% of B2C marketers report having a content marketing strategy (40% said it’s documented and another 34% have a verbal strategy).
- 76% of those who have a strategy said it includes a plan to operate content marketing as an ongoing business process, not simply as a campaign.
- 78% of B2C marketers say they can demonstrate, with metrics, how content marketing has increased audience engagement.
- 74% say brand awareness is a primary goal of their overall content marketing over next the 12 months.
- 49% of marketers say strategy issues (adjustments or total lack thereof) were a primary factor contributing to stagnant B2C content marketing numbers; 48% say lack of time devoted to content marketing was a primary factor.
- Most frequently used tools in B2C are: analytics tools (78%), social media calendars (68%), and a dedicated email platform (63%).
- When asked what techniques they use to learn about their audience(s), 59% of B2C marketers said keyword research, 54% said social listening, and 54% said website analysis.
- Only 36% of marketers say they can demonstrate that content marketing has lowered the cost of customer acquisition, but 78% say it has increased customer engagement.
- 60% of consumers won’t purchase from a brand with poorly written content, overly personalized content, or content that isn’t optimized for mobile
It is important to recognize the value in building a long-term customer base. A super successful campaign is never bad news, but won’t necessarily help achieve your goals in the long-run. If you’re looking to cultivate a strong base that’s in it for the long haul, your content strategy needs to reflect that.
Your audience is always looking for more – how to get more information, faster, in a more pleasant experience, for a lower cost. Optimize your content for what will drive your consumer further down the sales funnel, and track your every move to see what works (and what doesn’t).
If you learn one thing from these content marketing stats…
Let it be that content is the most valuable and most desired form of marketing right now. If content marketing wasn’t your main strategy in 2019 or 2019, don’t sweat it—but 2020 will be one year you can’t ignore it. What form of content will benefit your company most will be revealed by diligent tracking and tweaking, but it’s safe to say that if you do content right, you will see great returns. Contact us today to turn your content marketing strategy into a surefire success!
About The Author: Blue Corona's Editorial Staff is determined to help you increase your leads and sales, optimize your marketing costs, and differentiate your brand by passing on our tribal knowledge. The team vigilantly stays on top of the latest in digital marketing, bringing you the top insights with expert commentary. Want to see something on our blog you haven't seen yet? Shoot us an email and our marketing team will get to work.
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