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25 Content Marketing stats that every marketer needs to know
The document presents 25 essential content marketing statistics, emphasizing the importance of reliable data in an industry often filled with misleading information. It highlights key trends such as the increasing reliance on online videos for purchasing decisions, the necessity for personalized content, and ongoing challenges marketers face in measuring ROI and creating valuable content. Overall, the document stresses the critical role of tailored strategies and structured processes for successful content marketing efforts.
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25 Content Marketing stats that every marketer needs to know
- 1. 25 CONTENT MARKETINGSTATS THAT EVERY MARKETER NEEDS TO KNOW
- 2. 2 In the immortalwords of Mark Twain: “There are three kinds of lies: lies, damn lies and statistics." To be fair, that actually might not be true. Those probably aren’t Twain’s words, he said he got that quote from British Prime Minister Benjamin Disraeli… but, there’s no record of that guy saying it either so let’s just pretend Twain said it. Regardless of whose words they originally were, the point we’re trying to make is that stats can be deceiving and unreliable. So, to avoid any lies (or damn lies) we dug deep and used only the most trusted sources in the industry to find 25 of the most important (and reliable) Content Marketing statistics. Enjoy! 1Bureau of Made Up Statistics 2It really doesn’t matter 3Mindstream Media, 2018 of all quoted stats are made up on the spot197.3% of stats are made up2 73.6% of stats on this slide are most likely not accurate366.7%
- 3. Content Marketing helps brandsconnect with huge audiences of dedicated internet users.
- 4. 4 249,454,441 U.S. adults 91,050,870,965 minutesa day spent online 1. U.S. adults spend almost 100 billion minutes online every day. 365 minutes per day on average U.S. Census Bureau eMarketer, 2017
- 5. 5 2. The internetis host to a mind-boggling amount of content. 3.3 million Facebook posts 448,800 Tweets 1,440 WordPress blogs 500 hours of YouTube videos Every minute on the internet, users upload… Smart Insights, 2017
- 6. Consumers look tothe internet to find the information they need to make purchase decisions.
- 7. 7 Over the pasttwo years, the watch time of “shop with me” videos – where viewers follow creators as they shop – has increased 1,000 percent on YouTube. 3. Internet users turn to online videos to research buying decisions. In the past year, 40 percent of YouTube users turned to the platform to learn more about a product before they bought it. Think with Google, 2018
- 8. 8 When home andgarden mobile shoppers are looking for ideas about what to buy: 4. Consumers turn to internet resources for specific purchases. 79% turn to Google 64% turn to YouTube 45% turn to blogs Think with Google, 2017
- 9. With all theonline clutter, consumers expect to find information that’s specific to their wants and needs.
- 10. 10 There’s been an80 percent growth in mobile searches for "__ should I __" and a 60 percent growth in mobile searches for "__ for me" in the past two years. 4. Online searches are becoming much more personalized. Think with Google, 2017
- 11. 11 5. Personal searchesaren’t limited to high-consideration products. Best umbrellas 140 percent Best deodorants 60 percent Examples of growing searches for low-consideration purchases Best travel accessories 110 percent Think with Google, 2017
- 12. Brands need tocreate customized content for the right audiences and deliver it at the right times.
- 13. 13 6. Brands arestill adapting to the concept of customizing content. How often B2C content marketers consider various concepts 72% 68% 68% 47% 23% 28% 26% 36% 5% 4% 6% 17% Delivering the right content at the right time Creating content for the audience vs. the brand Differentiating content from competitors Crafting content for specific points in the buying journey Always/frequently Sometimes Never Content Marketing Institute, 2018
- 14. 14 7. Content customizationefforts vary by targets/segments. Which of the following segments do you create content for? 70% 63% 44% 38% 30% 30% 67% 73% 52% 42% 32% 31% By product By buyer persona By stage in buying cycle By vertical By geography By customer All companies Leading companies Curata, 2016
- 15. A lot ofbrands already use Content Marketing but many are still fine-tuning their efforts.
- 16. 86% 14% 16 8. The majorityof brands have implemented Content Marketing. Percentage of respondents who use Content Marketing B2C brands 91% 9% B2B brands Yes No Content Marketing Institute, 2018
- 17. 17 9. Brand’s ContentMarketing efforts vary in sophistication. How B2C marketers assess their organization’s Content Marketing maturity level 10% 26% 28% 29% 7% First steps Young Adolescent Mature Sophisticated Content Marketing Institute, 2018
- 18. 65% 21% 14% Increased Stayed thesame Decreased 18 10. Content Marketing efforts are expected to continue increasing. Change in the amount of content created in the past 5 years according to creative pros 37% 46% 14% 4% Increase Remain the same Unsure Decrease Projected B2C Content Marketing spending over the next year eMarketer, 2017 Content Marketing Institute, 2018
- 19. Brands that fullycommit to Content Marketing are seeing solid returns throughout the funnel.
- 20. 20 11. Content canimpact consumer behavior at various stages. Areas that brands have reported improved results from Content Marketing Building awareness Engaging consumers Website traffic & SEO Lead quality & quantity 84% 80% 77% 74% Curata, 2016
- 21. 21 12. Content Marketingefforts get more successful with time. How B2C marketers rate their organization’s Content Marketing success compared to a year ago 23% 43% 25% 5% 0% 5% Much more successful Somewhat more successful About the same Somewhat less successful Much less successful N/A Content Marketing Institute, 2018
- 22. 22 13. A lotof brands need help formalizing their content strategy. 92 percent of content marketers surveyed say their organization views content as a business asset. However, fewer than half have a documented strategy for managing content as a business asset. Business asset: an asset or process where there is direct investment and a goal of increasing value over time. Content Marketing Institute, 2018
- 23. Improving process, strategy andprocedure can provide a huge boost to Content Marketing efforts.
- 24. 24 14. The rightstrategy is critical for Content Marketing success. Factors contributing to B2C marketers increased Content Marketing success over the last year 75% 72% 53% 47% 39% Strategy (development/adjustment) High-quality content creation Better content distribution Increased time commitment Management/staffing Content Marketing Institute, 2018
- 25. 25 15. Too manybrands are missing critical content structures. The Content Marketing structures brands have in place 70% 60% 53% 51% 50% 33% Style & brand guidelines Content teams Formal content processes Buyer personas Content performance analytics Buying journey maps Content Marketing Institute, 2017
- 26. Brands face significant challengeswhen managing their Content Marketing campaigns internally.
- 27. 27 16. Lack ofstructure impedes a brand’s content capabilities. Frequency in which content processes meet various conditions 44% 39% 35% 24% 33% 37% 31% 35% 23% 24% 34% 41% Always/frequently Sometimes Rarely/never Can set standard processes around managing creation and promotion Anyone across organization can access, use or reuse content Can scale content to multiple channels without having to handcraft each piece Can repurpose content without a great deal of human intervention Content Marketing Institute, 2017
- 28. 28 17. The twobiggest challenges for brands involve content creation. Top three Content Marketing challenges according to U.S. creative/marketing professionals 43% 33% 13% Bandwidth to create content Creating content that's valuable Measuring content ROI eMarketer, 2017
- 29. 29 18. Most B2Cbrands struggle to measure Content Marketing ROI. Percentage of B2C marketers who measure Content Marketing ROI 43% 34% 23% Yes No Unsure Percentage of B2B marketers who measure Content Marketing ROI 35% 47% 18% Yes No Unsure Content Marketing Institute, 2018
- 30. 30 19. Brands needmore efficient ways to measure ROI from content. Why B2C marketers don’t measure Content Marketing ROI Why B2B marketers don’t measure Content Marketing ROI 45% 34% 26% 25% 21% 4% Need an easier way to do this No formal justification required Don't know how Too time-consuming Other Unsure 38% 38% 27% 21% 23% 3% Need an easier way to do this No formal justification required Don't know how Too time-consuming Other Unsure Content Marketing Institute, 2018
- 31. Creating lots ofhigh-quality content drives incremental Content Marketing success.
- 32. 32 20. Brands thatblog more get more leads. Companies that publish more than 16 blog posts a month get about 4.5X more leads than companies that publish four or less posts per month. HubSpot, 2017
- 33. 33 21. People typicallyneed a few pieces of content before buying. Average customer online interaction per conversion 0 1 2 3 4 5 6 7 8 All Fashion Apparel Gifts Hobby, leisure Home, furniture Health & beauty Food B2B NetElixir via Marketing Sherpa, 2015
- 34. 34 22. Longer contenttends to rank better in search results. 1,700 1,800 1,900 2,000 2,000 2,100 2,200 2,300 2,400 2,500 Wordcount Rank #1 #2 #3 #4 #5 #6 #7 #8 #9 #10 SerpIQ (top chart ) Can I Rank (bottom chart)
- 35. 35 23. Longer contentranks better even after controlling for authority. 900 1,000 1,100 1,200 #1 #2 #3 #4 #5 #6 #7 #8 #9 #10 MozRank 3 MozRank4 MozRank5 Content rank by word count (controlled for the pages’ link authority) Can I Rank, 2017
- 36. 207 207 255 296 313 66 58 83 112110 30 32 46 55 57 304 297 384 462 480 0-399 400-699 700-999 1,000-1,499 1,500 36 24. Longer content gets shared more on social media. Tweets Facebook shares LinkedIn shares # Total shares Quick Sprout, 2014
- 37. 37 25. The averageblog post is still catching up with these trends. Length of typical blog post 808 887 1,054 1,142 0 200 400 600 800 1,000 1,200 2014 2015 2016 2017 Orbit Media, 2017
- 38. Not ready yet?No problem. Check out our Content Marketing 101 series to learn how Content Marketing can help your brand reach potential customers. Yes, let’s get started! Subscribe: Follow: Learn more Are you ready to stop blending in and start standing out?
Editor's Notes
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- #35 https://backlinko.com/search-engine-ranking SerpIQ
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