29 Insightful (and Tweetable) B2B Content Marketing Statistics

29 Insightful (and Tweetable) B2B Content Marketing Statistics

A full-fledged content marketing effort is no small undertaking.  Between planning, implementation, and ongoing management, there’s no shortage of to-dos.  Paired with the often-required investments – content, distribution, staff, etc. – content marketing starts to look like a hard sell to your CEO.

While content marketing certainly isn’t a short-term solution for many organizational needs, when done correctly, it is incredibly impactful in the long-term.  If nothing else, the sheer growth and prevalence of content marketing serves as a testament to its potential value.

Reputation notwithstanding, it would be foolish to make strategic decisions on potential alone.  Since any convincing proposal has its fair share of facts and figures, we’ve compiled this list of statistics to help illuminate various facets of content marketing.  This list covers content marketing usage, effectiveness, goals, challenges, and outlook, among other things.

Without further ado, here is our list of twenty-nine insightful and tweetable B2B content marketing statistics.

 

Utilization

  1. 86% of B2B respondents claim to be using content marketing. (Source: Content Marketing Institute) Tweet This Stat.
  2. 79% of marketing organizations are shifting focus to branded content. (Source: Forrester) Tweet This Stat.
  3. 70% of B2B Marketers are creating more content than they did one year ago. (Source: Content Marketing Institute) Tweet This Stat.
  4. 42% of companies publish new content daily or multiple times per week. (Source: Content Marketing Institute) Tweet This Stat.
  5. 60% of marketers create at least one piece of content each week. (Source: eMarketer) Tweet This Stat.

Content Strategy

  1. 35% of B2B marketers reported to have a documented content marketing strategy, while an additional 48% reported to have an undocumented strategy. (Source: Content Marketing Institute) Tweet This Stat.
  2. 70% of marketers say they lack a consistent or integrated content strategy. (Source: Altimeter Group) Tweet This Stat.

Goals

  1. 84% of respondents identified brand awareness as the top goal for B2B content marketing. (Source: Content Marketing Institute) Tweet This Stat.
  2. 63% of marketers report using website traffic as an indicator of content marketing success. (Source: Content Marketing Institute) Tweet This Stat.

Effectiveness

  1. 93% of companies using inbound marketing increase their lead generation and 56% increase lead generation by more than 50%. (Source: HubSpot) Tweet This Stat.
  2. 42% of companies using inbound marketing increased their lead-to-sales conversion rate. (Source: HubSpot) Tweet This Stat.
  3. Customers who receive email newsletters are 82% more likely to buy from the related company. (Source: iContact) Tweet This Stat.
  4. 82% of marketers who blog see positive ROI for inbound marketing. (Source: HubSpot) Tweet This Stat.
  5. Marketers who have prioritized blogging are 13x more likely to enjoy positive inbound ROI. (Source: HubSpot) Tweet This Stat.
  6. B2B companies that blog generate 67% more leads per month than those who don’t. (Source: Social Media B2B) Tweet This Stat.

Challenges

  1. Only 38% of B2B Marketers rated their content marketing as “Effective” or “Very Effective”. (Source: Content Marketing Institute) Tweet This Stat.
  2. “Creating More Engaging/Higher-Quality Content” was ranked as the greatest content marketing challenge. 69% said this was a current priority of their efforts. (Source: Content Marketing Institute) Tweet This Stat.
  3. Only 27% of B2B marketers say that are effectively tracking content utilization metrics. (Source: Aberdeen) Tweet This Stat.
  4. Only 21% of B2B Marketers say they are successful in tracking the ROI of their content marketing. (Source: Content Marketing Institute) Tweet This Stat.

Formats

  1. Infographics were the content type that enjoyed the greatest increase in usage, growing from 51% to 62% among those surveyed. (Source: Content Marketing Institute) Tweet This Stat.
  2. While a majority of B2B marketers believe in-person events were the most effective content marketing tactic, the most effective B2B content marketers believe blogs are the most powerful tactic. (Source: Content Marketing Institute) Tweet This Stat.
  3. Marketers said they used an average of 13 different content marketing tactics. (Source: Content Marketing Institute) Tweet This Stat.

Distribution

  1. LinkedIn was the most-used platform for B2B content marketing. 94% of B2B marketers used LinkedIn to distribute content. (Source: Content Marketing Institute) Tweet This Stat.
  2. Companies use an average of 4 paid methods to promote and distribute content. (Source: Content Marketing Institute) Tweet This Stat.

Spending

  1. An average of 28% of marketing budgets was spent on content marketing. (Source: Content Marketing Institute) Tweet This Stat.
  2. Content creation accounts for 32% of content marketing spending, while distribution accounts for 18%. (Source: Custom Content Council) Tweet This Stat.
  3. 52% of content marketing dollars are spent on people. (Source: Custom Content Council) Tweet This Stat.

Outlook

  1. 55% of B2B marketers plan to increase their content marketing budget. (Source: Content Marketing Institute) Tweet This Stat.
  2. 78% of CMOs believe custom content is the future of marketing. (Source: DemandMetric) Tweet This Stat.

 


 
Let us know what you think:

  • Which statistic(s) did you find most interesting?
  • Which statistics(s) were most surprising?
  • Do you have any statistics to add to the list?

 


 

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Matt Leap

Director of Marketing at HiP
Matt Leap is marketer who enjoys wearing many hats at HiP. Among other things, he handles HiP's content marketing efforts and acts as the editor-in-chief of the HiP Blog. Matt is also a regular contributor to the blog. Matt brings five years of digital marketing and blogging experience to HiP, having worked in both the B2B and B2C sectors. Matt's expertise includes content marketing, content strategy, marketing automation, lead generation, SEO, and SEM. In his personal time, Matt enjoys sports, movies, technology, reading, and writing.
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