Content marketing is a powerful way for entrepreneurs to generate leads and sales. It’s important to understand how to use it effectively in order to create content that will be engaging and valuable for your customers. In this blog post, I’ll outline some of the statistics you should keep in mind when creating content based on research from marketing experts.

  1. 70% of marketers are actively investing in content marketing (HubSpot)
  2. 77% of companies say they have a content marketing strategy (HubSpot)
  3. 18% of marketers choose WordPress as their website content management system (CMS) (HubSpot)
  4. Video has become the most commonly used format in content marketing, overtaking blogs and infographics. (HubSpot)
  5. The average blog post is about 1269 words and takes 3 hours and 55 minutes to write (Orbit Media)
  6. 31% of U.S. adults now report that they go online “almost constantly” (Pew Research)
  7. The top 2 technologies B2B organizations use to assist with content marketing are analytics tools (86%) and email marketing software (85%) (Content Marketing Institute)
  8. 52% of B2B marketers report their organization has a small (or one-person) marketing/content marketing team serving the entire organization (Content Marketing Institute)
  9. Half of B2B marketers outsource at least one content marketing activity (Content Marketing Institute)
  10. The top 3 types of content B2B marketers use are social media content (95%), blog posts/short articles (89%), and email newsletters (81%) (Content Marketing Institute)
  11. 84% of B2B marketers use paid distribution channels for content marketing purposes; of that group, 72% use paid social media/promoted posts (Content Marketing Institute)
  12. Nearly all B2B marketers use LinkedIn for organic content marketing. LinkedIn is also the top choice among those who use paid social media platforms (Content Marketing Institute)
  13. Organization size and available budget impact whether a company uses paid advertising in addition to content marketing (Content Marketing Institute)
  14. Of those who use paid advertising, 38% say they’ve shifted paid advertising dollars to content marketing in the last 12 months (Content Marketing Institute)
  15. The top 5 metrics B2B marketers track to measure content performance are email engagement (90%), website traffic (88%), website engagement (86%), social media analytics (83%), and conversions (78%) (Content Marketing Institute)