33 Stats On The Future of Content Marketing

    By Michael Brenner | Small Business

    33 Stats On The Future of Content Marketing image 33 Stats on The Future of Content Marketing33 Stats On The Future of Content MarketingThe 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:

    33 Stats on The Future of Content Marketing

    1. 27,000,000 pieces of content are shared each day. ~ AOL / Nielsen
    2. 60% of the buyer journey is complete before prospects reach out to vendors. ~ The Corporate Executive Board (CEB)
    3. Emotional marketing messages are twice as effective as promotional ones. ~ CEB
    4. 60-70% of B2B marketing content goes unused. ~ Sirius Decisions
    5. 10% of website’s content drives 90% of the traffic. ~ InboundWriter
    6. 0.5% of a website’s content drives more than 50% of its traffic. ~ InboundWriter
    7. 78% of CMOs think content is the future of marketing. ~ Demand Metric
    8. The average attention span has dropped from 12 seconds in 2000 to 8 seconds. ~ Statistic Brain
    9. The average attention span of a goldfish is 9 seconds. ~ Statistic Brain
    10. The average office worker checks their email 30 times and hour. ~ Statistic Brain
    11. The number of web searches on the term “Content Marketing” is up 400% since January 2011. ~ Google Trends
    12. 93% of B2B Marketers use content marketing. ~ CMI / MarketingProfs
    13. Only 42% of content marketers believe they are effective with it. ~ CMI / MarketingProfs
    14. 70% of marketers think branded content is more effective than advertising direct mail and PR. ~ Custom Content Council
    15. Only 44% of B2B Marketers have a documented content strategy. ~ CMI / MarketingProfs
    16. 73% of B2B Marketers have someone in charge of content marketing. ~ CMI / MarketingProfs
    17. B2B Marketers spend 30% of the marketing budget on content marketing. ~ CMI / MarketingProfs
    18. B2B Marketers use an average of 13 content marketing tactics. ~ CMI / MarketingProfs
    19. B2B Marketers use an average of 6 social networks. ~ CMI / MarketingProfs
    20. Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads. ~ Demand Metric
    21. Conversion rates for brands using content marketing is 6 to 7x higher. ~ Aberdeen
    22. Interesting content is a top reason that people follow brands on social media. ~ Content+
    23. 90% of the information that comes to the brain is visual. ~ Zabisco
    24. Articles with images get 94% more views than those without. ~ Content+
    25. Posts with videos attract 3x more inbound links than plain text posts. ~ SEOmoz
    26. 57% of digital marketers define Content Marketing as their #1 priority. ~ Altimeter
    27. 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
    28. 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
    29. 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
    30. Only 1 out of 5 readers gets beyond your headline. ~ Heidi Cohen
    31. 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
    32. 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
    33. 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

    33 Stats On Content Marketing on Slideshare

    Let me know what you think in the comments below. And please follow along on Twitter, LinkedIn, Facebook and Google+ or Subscribe to the B2B Marketing Insider Blog for regular updates.

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