50+ Content Marketing Statistics for 2020 That’ll Impact Your Strategy

Get this: 70% of marketers are actively investing in content marketing.

In other words, if you’re not doing the same you’re likely to fall behind your competition – and that’s not where you want to find yourself.

Content marketing remains one of the best ways to inform, engage, and drive leads (and sales).

If you’ve yet to focus your efforts on content marketing, all you need is a push in the right direction. 

And that’s exactly what these 50+ content marketing statistics will do. 

Once you’re done digesting these, you’re likely to realize that your strategy requires some attention.

1. 78% of companies have a team of one-to-three content specialists. (Source: SEMrush)

Take a closer look at that statistic. Roughly 8 out of every 10 companies have at least one content specialist on staff. If you don’t, you’ll always be chasing your competition from behind. 

2. Blogs are among the primary three forms of media used in content strategies today. (Source: Hubspot)

Blog’s aren’t a thing of the past. Yes, social media is on the rise, but creating and sharing blog content is another way to connect with your audience. Use it to share news, company updates, tips, advice, and more.

3. Social media (95%), blog posts/short articles (89%) and email newsletter (81%) are the top three types of content B2B marketers used in 2018/2019. (Source: Content Marketing Institute)

This goes to show that there is more than one type of content that can move the needle. Don’t put all your eggs in one basket. A well-rounded content strategy is a must. 

4. 29% of men and 23% of women are driven by emotion to comment on a video. (Source: Animoto)

While this leaves a lot of people out, 29% and 23% are large numbers, so your videos should connect with your audience on an emotional level.

5. Web traffic is among the top two most-common measurements of success for content marketing strategies. (Source: Hubspot)

It’s simple: if you’re driving more content to your website via content marketing, it’s working. If you’re not, adjust your approach moving forward.

6. While 40% of content marketers most frequently used stock photography in 2019, only 13% reported to reach their marketing goals with these visuals. Use of original graphics helped 40% of marketers reach their goals. (Source: Venngage

Yes, it takes more time (and often money) to use original graphics alongside your content, but it’s well worth it in the end. If you’re going to do it, do it right.

7. 58% of bloggers reported that they collaborated with influencers on 10-50% of their posts in 2019. (Source: State of Inbound

Influencer marketing is on the rise, with nearly 60% of bloggers using this to their advantage in 2019. This number is poised to increase in 2020 and beyond.

8. Almost two thirds of marketers – 60% – produce at least one new content asset every single day. (Source: eMarketer)

Consistency is essential to winning big with content marketing. Almost two thirds of your competitors are producing content daily. neglecting to do so will put you behind the eight ball – and that’s not a place you want to be.

9. 80% of executives and business owners prefer to receive information about a company through articles rather than advertisements. (Source: Stratabeat

So, before you spend more money on advertising, consider if you’re able to create high-quality content instead (or as a supplement). You may find that this is what your audience is craving.

10. Compared to traditional marketing programs, content marketing costs 62% less and generates approximately three times the volume of leads. (Source: DemandMetric)

What more is there to say? You can spend less money on content marketing to generate more leads. Isn’t that what everyone wants?

11. 17% of marketers plan to incorporate podcasts into their content marketing strategy. (Source: State of Inbound

Podcasts are making their mark in every industry. A growing number of marketers are using this strategy to connect with their audience, network with influencers, and share valuable information and insights.

12. The average blog post published in 2019 took 3 hours and 57 minutes to write. (Source: Orbit Media

Gone are the days of pumping out short blog posts, watching your search engine rankings rise, and cashing in. Nowadays, it takes 10x content to do the job. Don’t shy away from putting in the work. 

13. 64% of content marketers prioritize building relationships with influencers, like brand advocates and journalists. (Source: Content Marketing Institute)

Even in today’s day and age of advanced technology, relationship building is critical to your success. Follow the more than 60% of content marketers who have already prioritized this.

14. Companies spend 46% of their budget on content creation. (Source: HubSpot)

That’s a lot of money! If you’re not investing in content creation, you’re missing the boat. Other companies have already figured this out, and it’s time to follow their lead.

15. The majority of companies (67%) use organic traffic to measure their content success. (Source: SEMrush)

16. 87% of video marketers say that video has increased traffic to their website. (Source: Wyzowl)

17. 80% of video marketers claim that video has directly increased sales. (Source: Wyzowl)

18. 63% of content marketers use their content strategy to build loyalty with their existing clients. (Source: Content Marketing Institute)

19. 47% of B2B marketers don’t measure ROI from their content marketing efforts. (Source: Point Visible)

20. 40% of B2C content marketers only look at competitors once per year (or not at all). (Source: Conductor)

21. Only 33% of B2C content marketers reported always utilizing data in their distribution strategies. (Source: Conductor)

22. Search is the number one traffic source to blogs across all industries. (Source: SEMrush)

Search engines aren’t the only way to push visitors to your blog, but it remains the primary traffic source across all industries. Don’t focus solely on search, but make sure you give it enough of your attention. 

23. As of April, 2020, there are over 30 million podcast episodes in existence. (Source: iTunes)

That’s a big number that’s only rising. Consider if now’s the time to get in on the action. Even if you don’t start a podcast, you can always reach out in an attempt to become a guest.

24. 75% of Americans age 12+ (approximately 212 million people) are now familiar with podcasting. (Source. Edison Research)

There used to be a time when podcasts were rare. Those days have come and gone, and this statistic proves that to be true. There aren’t too many people out there who are unfamiliar with podcasting.

25. As of 2020, Google’s search algorithms are trying to transcend text to images, voice/ podcasts, and videos. (Source: Hubspot)

This should change the way you create and share content. Keep in mind that Google’s algorithm is always changing. You must keep up if you want to remain at the top of your industry.

26. 86% of companies produce blog content compared to other formats. (Source: SEMrush)

Even though there are many types of content to create, blog posts remain the most popular format. Make sure you’re spending your time and resources accordingly. 

27. 45% of consumers say that authoritative content makes a brand video feel authentic. (Source: Animoto)

Don’t just create a video. Create an authoritative, authentic video that gives your audience reason to put their trust in you. Once again, if you’re going to spend time and money creating content, you should do it right the first time around.

28. Only 48% of B2B marketers frequently craft content based on the specific stages to the customer journey. Of the most successful content marketers, 74% do. (Source: Content Marketing Institute)

Create content with one word in mind: personalization. You should personalize content based on specific stages of the customer journey, thus allowing you to better connect with your audience.

29. “Content Marketing Strategy” is the most searched query related to content marketing. (Source: SEMrush)

Enough said!

30. Only 32% of bloggers reported utilizing analytics for every article when tracking blog performance. (Source: Orbit Media

Why would you miss out on this? Utilizing analytics allows you to see what works, what doesn’t, and how you can craft more compelling content in the future. If you don’t analyze the data associated with every article, you’re taking a shot in the dark with every piece you publish.

31. 64% of marketers want to learn how to build a better content strategy. (Source: OptinMonster

Even if you think you know everything about content marketing, there’s a lot to learn. And that’s why well over 50% of marketers are interested in building a better, higher-performing content strategy.

32. 26% of blogs include videos but 41% of bloggers report strong results from videos. (Source: Smart Insights)

Think about that. Blogs with videos perform better, but this strategy isn’t used by most. Could you change this in the future?

Blogs have and will continue to evolve as the months turn to years. The addition of video can go a long way in taking your content strategy to the next level. 

33. Podcasts now reach over 100 million Americans every month. (Source. Edison Research)

Yet another statistic showing how podcasts are changing the way people connect. If you don’t have a podcast, if you’re not actively seeking to contribute, you’re missing out on a big opportunity.

34. Listicles get 2x more shares than other blog post formats. (Source: SEMrush)

Since you want to get as many shares as possible, you should consider creating listicles on a regular basis. The stats don’t lie on this one.

35. Nearly 40% of marketers say content marketing is a very important part of their overall marketing strategy. (Source: Hubspot)

There’s a lot that goes into a comprehensive marketing strategy, but many marketers consider content marketing one of the most important parts. Do you?

36. 2-5% of webinar attendees make a purchase. And 20-40% become leads. (Source: OptinMonster

Enough said. Leads are the name of the game, and this statistic shows that webinars are a great way to get more prospects in the pipeline. 

37. Infographics, photos, charts and other image content have seen a 56% increase for B2B marketers in 2019 in comparison to the previous year. (Source: Content Marketing Institute)

Visuals rule! Don’t be afraid to create visual content, alongside what you’re already doing. Some people are visual learners, and you don’t want to leave them out.

38. 39% of viewers would never watch a video from a brand again if they had a negative viewing experience on mobile. (Source: Animoto)

In other words, you can’t afford to take a risk. If you’re creating and distributing video content, be sure that it’s viewable on all devices.

39. 47% of B2B customers view three to five posts before talking to a salesperson. (Source: Demand Gen Report)

You don’t want to lose customers as they review your content. Make it the best out there. Make it speak directly to your audience. This is your chance to shine, and eventually close a deal.

40. Long-form content (3,000–10,000 words) gets shared more than short-form content. (Source: Ok Dork

Don’t sell yourself short when creating content. If possible, shoot for a minimum of 3,000 words. Not only does it get shared more often, but it increases the likelihood of reaching page one of the search results. 

41. In 2019, 24% of bloggers published new posts on a weekly basis. (Source: Orbit Media

Get into the habit of publishing at least one new post every week. Yes, it’s a challenge to keep up at first, but it’ll eventually become second nature. And when it does, you’ll reap the rewards.

42. Email campaigns (87%) and educational content (77%) are the top content marketing methods B2B marketers use to nurture their audience. (Source: Content Marketing Institute)

Staying in touch with your audience is critical to your long-term success. Email marketing is one of the best ways to regularly connect with and nurture your audience.

43. Approximately 79% of B2B buyers share white papers with colleagues. (Source: OptinMonster

White papers are often overlooked by content marketers, but you could be missing out on a big opportunity. White papers get a lot of shares, so think about how you can create these.

44. 84% of B2B marketers are outsourcing content creation. (Source: Smart Insights)

If you don’t have the resources or desire to hire an in-house content creator, consider outsourcing the responsibility. You get the same results at a fraction of the cost. 

45. Marketers today create content for multiple audience segments — marketing to three audience segments is most common. (Source: Hubspot)

Don’t market to one audience. Break down your audience into segments, with a minimum of three and no more than five. That’s the sweet spot!

46. 51% of companies say updating old content has proven the most efficient tactic implemented. (Source: SEMrush)

Why spend all your time creating new content when optimizing existing content can provide immediate results? More than 50% of companies are updating old content and succeeding as a result.

47. It takes 65% more time to write a blog than in 2014. (Source: Smart Insights)

Efficiency matters. Creating blog content is easier today than ever before. Don’t find an excuse – such as time – to stop you.

48. Social media posts are the most effective types of content for B2C. (Source: OptinMonster

If you’re in the B2C space, it makes sense to focus a good portion of your efforts on social media content. It’s extremely effective and shouldn’t be ignored. Post photos on Pinterest, post videos on Instagram, share company updates on Facebook and Twitter. You get the point!

49. Interactive content gets more engagement than stagnant content. (Source: Opinion Stage)

Give your audience something they can interact with. Not only is it more engaging, but it’s also more memorable.

50. Listicles get 2x more shares than other blog post formats. (Source: SEMrush)

Even if you’re tired of creating them, listicles are a hit with your audience. This is an easy to digest format that allows readers to scan your content for key takeaways. Give them what they want!

51. 24% of marketers plan on increasing their investment in content marketing in 2020. (Source: Hubspot)

This goes along with many of the statistics above that talk about the rise in content marketing. 2020 is seeing a big push in this direction, and 2021 is setting up to be more of the same.

This number is sure to rise in the years to come, so consider the many ways you can take advantage of content marketing in 2020 and beyond. Holding back here will give your competitors a chance to pass you by. 

Final Thoughts

So, there you have it. These content marketing statistics will open your eyes and have you wondering if now’s the time to adjust your strategy.

Don’t hesitate to take action. You never know when you’ll implement a new tactic that helps you reach your goals.

What are your thoughts on these content marketing stats? Which ones stand out to you? Do you have any others to add to the list?