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45 Stats That Make the Case for Content Marketing ROI

By Maya Szydlowski Luke


With the field of content marketing constantly evolving, it’s important that you can show how and why your company needs to improve its content efforts as well as how your initiatives will pay off. 

The Internet is full of research and data on content marketing, and to help you make your case, we’ve pulled 45 stats that are sure to resonate with your C-suite.

1. 80% of companies plan to increase their digital marketing budgets over the next 12 to 18 months. (source

2. 54% of marketers named articles and case studies their most effective form of content marketing, but 31% also cited them as the most difficult. (source

3. According to an Ad Age study, the top hiring barriers employers cited are finding skilled talent (65%), the cost of quality staff (30%), attracting top talent (21%), retaining top talent (16%), and culture fit (26%). (source

4. “You are more likely to complete Navy SEAL training than click on a banner ad.” (source)

5. Every day, 27 million pieces of content are shared. (source)

6. 86% of B2B marketers and 77% of B2C marketers use content marketing. (source)

7. 70% of B2B marketers are creating more content than they did one year ago. (source)

To streamline the content creation process for your team, download our free knowledge management template to organize and leverage your company's knowledge.

8. 48% of marketers use dedicated content to support three to five buying stages. (source)

9. 4 of every 5 marketing leaders have integrated content into their advertising programs, typically as part of their brand messaging. (source)

10. 82% of consumers feel more positive about a company after reading custom content. (source

11. 90% of consumers find custom content useful, and 78% believe that organizations providing custom content are interested in building good relationships with them. (source

12. 70% of consumers say content marketing makes them feel closer to the sponsoring company. (source)

13. 80% of business decision makers prefer to get company information in a series of articles versus an advertisement. (source)

14. 68% of consumers spend time reading content from brands they are interested in. (source)

15. “The Future of Digital Marketing” — a study of 262 digital marketing executives — revealed that only 42% of companies are made up of 100% permanent workers, and that number is expected to decrease to 23% in the next 12 to 18 months as companies continue to outsource key roles. (source)

16. 60% of those who have a documented strategy rate themselves highly in terms of content marketing effectiveness, compared with 32% who have a verbal strategy. (source)

17. 94% of B2B marketers use LinkedIn to distribute content and say it’s the most effective social media platform. (source)

18. 58% of B2B marketers use search engine marketing, making it the most commonly used paid method for promoting and distributing content. (source)

19. 91% of “content revolutionaries” use LinkedIn. (source)

20. When asked what metrics marketers commonly use for content marketing success, the top two answers are traffic (62%) and sales (54%). (source

21. Infographics had the greatest increase in usage over the past year compared to other mediums — up 11% to 62%. (source)

22. 84% of marketers cite “brand awareness” as their most important content marketing goal. (source

23. Only 21% of B2B marketers say they’re successful at tracking the ROI of their content marketing programs. (source)

24. 71% of B2B buyers get their information online. (source)

25. B2B companies that blog generate 67% more leads per month than those that don’t. (source)

Ensure that your team is consistently publishing and distributing content by using a custom editorial calendar and content promotion template.

26. 24% of organizations now devote 50% or more of their budget to content. (source)

27. Interactive content — such as apps, assessments, calculators, and quizzes — generates conversions moderately or very well 70% of the time, while passive content converts well 36% of the time. (source

28. Globally, IP video traffic will represent 79% of all consumer Internet traffic by 2018. (source

29. By 2020, customers will manage 85% of their relationships with businesses without talking to a human. (source

30. 35% of B2B marketers have a documented content marketing strategy. (source

31. B2B buyers seek out whitepapers (78%), case studies (73%), and webinars (67%) when researching purchase decisions. (source

32. In 2014, video content use for B2B marketing increased by 8% to 58%, while infographic usage topped the adoption list, increasing by 9% to 52%. (source)

33. 70% of marketers planned to increase their use of original visual assets in 2014. (source)

34. 86% of B2B buyers have at least some desire to access interactive and visual content on demand. (source

35. 85% of B2B buyers agree that they need content that’s optimized for mobile. (source

36. Marketers who spend more than $25,000 on inbound marketing each year save more than $14 on their cost per acquisition. (source)

37. Marketers say they use an average of 13 different content marketing tactics. (source

38. 57% of organizations now have two or more people dedicated to content marketing. (source)

39. Leaders in data-driven marketing are more than six times more likely than laggards to report achieving competitive advantage in increasing profitability (45% vs. 7%) and five times more likely in customer retention (74% vs. 13%). (source)

40. Brands that create 15 blog posts per month average 1,200 new leads per month. (source

41. Marketers who have prioritized blogging are 13 times more likely to have a positive ROI. (source)

42. Inbound marketers who measure ROI are more than 12 times more likely to generate a greater year-over-year return. (source)

43. 7 in 10 marketers lack an integrated marketing strategy. (source

44. 53% of marketers think distribution is a top need, but only 26% invest in it. (source)

45. The average budget allocation for distribution breaks down to 44% owned, 37% paid, and 25% earned. (source

Are there any key statistics we missed? Let us know in the comments!Download your Free Whitepaper

Posted on May 8, 2015

About Maya Szydlowski Luke

Social media and the Influence & Co. blog is my happy place. My best days are spent discovering trends about coffee, health, content strategy, and fashion, 140 characters at a time. Let's connect! @MayaSLuke

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