Almost every marketer knows content marketing is an effective strategy that can bring a significant proportion of leads for a business. This is the reason why they are increasingly shifting their focus and marketing budget from traditional marketing to content marketing.

Even today’s consumers also appear to prefer brands to approach them through content rather than paid advertising.

But still, some marketers doubt the worth of content marketing and prefer traditional marketing methods like paid ads.

In this post, we have collected some noteworthy stats that not only prove that content can outperform traditional marketing, but will also help marketers know more about content marketing – Which type of content can work best for your business? Which channels should you use to market content? How much to spend on content marketing? What types of content do consumers prefer?

Below mentioned stats can help you get answers to these questions related to content marketing.

The sections of this article are as follows:

Value of Content Marketing

  1. Content marketing costs 62% less than traditional marketing and generated 3 times the leads generated by traditional marketing. (Demand Metric)
  1. Buyers are 57% of their way through their decision journey before they’re ready to speak to sales reps. (Linkedin)
  1. Brands save an average of 13% in overall cost per lead by using inbound marketing tactics, and more than $14 for every new customer acquired than those relying on outbound marketing. (Hubspot)
  1. 72% of marketers think that branded online content is more effective than magazine advertisements, 69% say that it works better than direct mail and PR. (Custom Content Council)
  1. 41% of marketers affirm the positive ROI of content marketing. (Hubspot)
  1. Inbound marketing delivers 54% more leads into the marketing funnel than traditional outbound marketing. (Hidden Depth)
  1. Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost. (Forrester)
  1. Nurtured leads make 47% larger purchases than non-nurtured leads. (The Annuitas Group)
  1. Adopting an inbound strategy doubles average website conversion rates, from 6% to 12%. (Hubspot)
  1. Organic search leads have a 14.6% close rate, while outbound marketing leads have a 1.7% close rate. (Hubspot)
  1. 41% of organizations with content marketing programs say they see an increase in brand awareness. (Socialmediatoday)
  1. 88%  of organizations said interactive content is somewhat or very effective at differentiating from competitors, versus just 55% for static content. (Contentmarketinginstitute)

Content Execution and Process

  1. Companies that have well-defined content management processes outperform those that don’t. Average website conversion is nearly twice that of other firms (5.9% vs. 3.8%). (The Aberdeen Group)
  1. B2B marketers cite web traffic (63%) and sales lead quality (54%) as their top content marketing metrics. (Content Marketing Institute)
  1. 60% of B2B marketers identify lead generation as their top online marketing challenge. (eMarketer)
  1. 36% of B2B marketers say they can’t accurately attribute online conversions to the correct marketing channels. (eMarketer)
  1. 44% of B2B content marketers have a documented content strategy. (Content Marketing Institute)
  1. 73% of B2B organizations have a person dedicated to overseeing content marketing strategy. (Content Marketing Institute)
  1. B2B marketers cite lack of time (69%), producing enough content (55%), and producing the kind of content that engages (47%) as their top three content marketing challenges. (Content Marketing Institute)
  1. Only 32% of marketers say they are effectively executing enough content. (Kapost)
  1. 27% of B2B marketers say they are effectively tracking content utilization metrics. (The Aberdeen Group)

Content and Social Media

  1. 79% of consumers “like or follow” a brand’s Facebook page that shares content related to sales and other events. (Helplama)
  1. 87% of B2B marketers are using social media to distribute content. (Content Marketing Institute)
  1. 72% of adult internet users in the U.S. are now active on at least one social network. (Media Post)
  1. 97% of major brands used Twitter to communicate with their customers, up from 90% in the last year. (Brand Watch)
  1. 60% of large companies have acquired customers through Twitter. (Hubspot)
  1. 67% of Twitter users are more likely to buy from brands they follow. (Ragan)
  1. Average corporate Twitter accounts for a large company: 39.2. (Jeremiah Owyang)
  1. Interesting content is one of the top 3 reasons people follow brands on social media. (Hubspot)
  1. 83% of consumers’ purchase decisions were influenced by brands’ social media posts. (Helplama)
  1. 86% of consumers “like or follow” a brand’s Facebook page that shares content related to discounts and incentives. (Helplama)
  1. 37% of marketers say blogs are the most valuable type of content marketing. (Taxoo)
  1. Brands that create 15 blog posts per month average 1,200 new leads per month. (Hubspot)

Blog Content

  1. B2B companies that blog generate 67% more leads per month than those who do not blog. (Hubspot)
  1. Blogs give websites 434% more indexed pages and 97% more indexed links. (Inbound Writer)
  1. Blog posts incorporating video attract 3 times as many inbound links as blog posts without video. (Moz)
  1. 70% of companies invest in content marketing that uses visual marketing strategies. (Helplama)
  1.  Infographics are liked and shared 3X more than any other type of visual material available. (Helplama)

Visual Content

  1. Consumers who received email marketing spend 83% more when shopping. (Business 2 Community)
  1. Around 60% of marketers report a positive ROI from email marketing. (Emma)
  1. The average return on email marketing investment is $44.25 for every dollar spent. (Campaign Monitor)
  1. Brands that use infographics grow in traffic an average of 12% more than those that don’t. (Unbounce)
  1. Articles with images get 94% more views. (Jeff Bullas)
  1. The top three most widely adopted content marketing tactics are videos (87%), website articles (86%), and in-person events (85%). (Content Marketing Institute)
  1. 62% of marketers report using video in their content marketing. (Wyzowl)

Content Marketing Adoption

  1. 9 in 10 organizations market with content marketing. (Content Marketing Institute)
  1. Companies with 10,000 or more employees use 18 different content marketing tactics. (Content Marketing Institute)
  1. 95% of B2B enterprise marketers use content marketing. (Content Marketing Institute)
  1. 78% of CMOs see custom content as the future of marketing. (Demand Metric)
  1. 57% of marketers report content marketing is their top marketing priority. (Altimeter)
  1. 60% of marketers use content marketing every week. (eMarketer)
  1. 54% of marketers are prioritizing content marketing hiring over any other type of marketing. (Content Marketing Institute)
  1. 70% of B2B marketers are creating more content than they did 1 year ago. (Content Marketing Institute)
  1. 91% of B2B marketers and 86% of B2C marketers use content marketing. (Content Marketing Institute)
  1. 79% of marketers report their organizations are shifting to branded content. (Business 2 Community)

Customer Preferences

  1. 27,000,000 pieces of content are shared each day. (Aol & Nielson)
  1. 80% of consumers said that they trust a brand or company that publishes custom online content relevant to them, keeping their customer journey in mind. (Helplama)
  1. 70% of consumers say content marketing makes them feel closer to the sponsoring company. (Marketing Profs)
  1. 68% of consumers spend time reading content from a brand they are interested in. (Content Marketing Association)
  1. 60% of consumers feel more positive about a company after reading custom content on its site. (Content Plus)
  1. 70% of consumers say they prefer to learn about a product or service through content rather than traditional advertising. (Content Marketing Institute)
  1. 82% of prospects say content targeted to their industry is more valuable. (Marketo by Adobe)
  1. 58% of consumers trust editorial content. (Heidicohen)
  1. 78% of B2B buyers start their research with an online search. (Demand Gen)
  1. 55% of buyers say they spend more time researching purchases than they did in the past. (Annuitas)
  1. 60% of buyers are inspired to seek out a product after reading content about it. (Demand Metric)
  1. 72% of people like to receive branded content through email, while just 17% prefer to receive branded content via social media. (Helplama)
  1. 70% of consumers signup to receive emails regarding “discounts or offers” from the brands. 55% also signup to receive product/service information through email. (Helplama)
  1. 73% of online consumers get frustrated with websites when content appears that has nothing to do with their interests. (Janrain & Harris Interactive)
  1. People spend more than 50% of their time online looking at content. (Aol & Nielson)
  1. Interactive content generates conversions moderately or very well 70% of the time, compared to just 36% for passive content. (Linkedin)
  1. 82% of consumers feel more positive about a company after reading custom content. (Content Marketing Institute)
  1. 93% of marketers said interactive content is somewhat or very effective at educating the buyer, versus just 70% for static content. (Linkedin)

Content Marketing Budgets

  1. 39% of marketing, advertising, and communications budgets will be dedicated to content marketing. (Content Marketing Institute)
  1. On average, 30% of B2B marketing budgets are allocated to content marketing. (Content Marketing Institute)
  1. 53% of CEOs and CMOs report increasing their inbound marketing budgets. (Hubspot)
  1. 28% of marketers have reduced their advertising budget to fund more digital marketing. (Granter)
  1. Lack of human resources (42%) and lack of budget (35%) are key barriers to content marketing. (Business 2 Community)
  1. Companies that spend more than 50% of their lead generation budget on inbound marketing report a significantly lower cost-per-lead. (Hubspot)
  1. Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads. (Content Marketing Institute)