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.
“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)
Only 27% of B2B marketers say that are effectively tracking content utilization metrics. (Source: Aberdeen)
Only 21% of B2B Marketers say they are successful in tracking the ROI of their content marketing. (Source: Content Marketing Institute)
Infographics were the content type that enjoyed the greatest increase in usage, growing from 51% to 62% among those surveyed. (Source: Content Marketing Institute)
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)
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.