Traditional marketing is slowly making its way out and all sorts of digital marketing are making its way in. Marketers might have heard of the phrase “content is king” time and time again, and that may very well be the case as more companies are relying on content marketing to do their bidding. As content marketing statistics have shown, it is becoming the most effective way to stand out online.
As more marketers are learning about content marketing, it is time they begin learning about the numbers behind it. Its effectiveness has been questioned time and time again, but this time, we’ve got a run down on how it really is doing in terms of its job.
To gauge how effective content marketing has become, we must first understand how the population’s online usage really is. A majority of the world has easy access to the internet, thanks to Wi-Fi and mobile devices. Here are some important facts before we get to the top content marketing stats.
According to data by Pew Research, 26% of U.S. adults are almost always online. In total, at least 77% of U.S. adults go online daily. What makes this data crucial is that marketers can see just how much of the consumers could access their content.
Source: Pew Research
With such a huge Internet population, marketers can truly benefit from the advantages of content marketing. Statista says that the global digital population has grown to nearly 4.4 billion. In this population, there are approximately 3.7 billion mobile internet users and just over 3 billion social media users.
Data from the 2018 B2B content statistics by the Content Marketing Institute (CMI) says that 91% of B2B marketers now use the strategy. B2C content marketing statistics, on the other hand, indicate that 86% of B2C marketers believe that the practice is a good strategy.
For marketers, the most important data when it comes to content marketing has to be its ROI or return of investment. During the past years, the content marketing ROI statistics have moved consistently well. Here are some numbers regarding content marketing’s ROI.
Content marketing involves a lot of processes, which include content research, analytics, promotion and more. So comes one of the first questions on the minds of company and business owners and marketers who want to venture into it: “how much does content marketing cost?”. There’s no exact amount, but the range could be somewhere between $5,000-50,000. The final audit will depend on the size and goal of the company.
Source: Vertical Measures
Marketers have come to trust content marketing more and more. Data by CMI reveals that 72% of marketers are confident that the strategy is capable of increasing engagement. Another 72% of marketers believe that it is capable of increasing the number of leads. That being said, it opens a lot of windows for ROI, and the value of content marketing is indeed undeniable.
The social media platform revealed its stats regarding content marketing and how effective it is for businesses. One of the key statistics is that 66.4% of people were able to find a new business on Twitter, whereas almost 69% of people purchased a product because of a tweet. Lastly, 93.3% of consumers are planning on purchasing from a business they are a follower of.
Perhaps one of the most interesting stats on content marketing will have to be its effects on returning customer rates. Using video content marketing, companies were able to increase their returning customer rate by up to 60%. What this means is that content marketing was able to create a more loyal customer-base for companies.
Source: Tiger Fitness
The audio and visual content from content marketing will be useless if it weren’t for platforms such as Facebook, YouTube, Twitter, and more. Through these content marketing channels and platforms, the strategies are able to reach out to more people online. Here are some marketing stats in this field.
Each platform and channel online has its own demographics. Just because a type of content is effective on one area, that doesn’t mean its effective somewhere else. For marketers that are hoping to reach out to an older generation, a content marketing statistics 2018 study reveals that Facebook and YouTube are the keys to reaching out to that generation.
Source: Point Visible
As one of the top platforms for marketing, it should be no surprise that Facebook gets most of the action. 57% of all content is shared on Facebook. With a user base of billions, marketers can reach out to a larger audience using the platform and users can partake in the strategy itself through sharing. This is one of the proof as to how content marketing drives sales.
Source: Pew Research Center
To maximize the benefits of content marketing, and before marketers even begin thinking about creating content, they must first understand where it should be shared first. Studies indicate that the most effective type of content are social media posts. This further suggests that companies should heavily focus on content that fits in with the demographics in Facebook and other platforms. For the younger audience, the preferred platforms are Instagram and Snapchat.
Source: Pew Research Center
Figures clearly suggest that Facebook should be one of the first priorities of marketers as it is the pathway to content marketing growth. What makes social media such an effective platform is that people from all walks of life use the platform daily. According to a report, 74% of people use Facebook for professional and business purposes. Then 74% visit the platform at least once a day.
Source: Pew Research Center
One of the most basic forms of content marketing has to be blogging. Articles and other texts can be effectively used to create a new customer base or even convert website visitors into actual consumers. Here are key blogging stats marketers should know about.
The average blog post is 1142 words long, and marketers need to know this as it will give them higher chances of making it through the competition. On the other hand, post titles with 6-13 words get the most traffic.
Marketers who really want to ramp up the shares and views will need to work a little extra. According to recent blogging and content marketing stats, the posts that get the most shares are at least 3,000 words long.
Source: OK Dork
People tend to get tired browsing through chunks of text, and that’s why marketers need to spice things up with images. These images aren’t just there to spruce up the article, they will also help it perform better. Skyword says that posts with images perform better in terms of views.
The exposure that companies can get from blogging is one of the advantages of content marketing. According to recent data, blog posts are the most shared content online next to videos. This is one of the reasons why blogging is a top priority for 53% of marketers.
Source: State of Inbound
It’s never enough for marketers to rely solely on chunks of text for visibility online. That is why it is seemingly impossible to separate search engine optimization (SEO) and content marketing from one another. Here are the content marketing facts in relation to SEO.
Many marketers are unaware of SEO and what it can do. That is a big no-no as it will have a huge role in increasing the visibility and traffic of a post. Recent data reveals that 95% of people look at the first page of the search results in Google. What this means is that anything on the second page and beyond will have fewer clicks.
Surprisingly, marketers have a different approach when it comes to content marketing and SEO stats. They’ll focus more on engagement and conversions other than traffic. However, what many marketers tend to forget is that without traffic, there won’t be any engagement and conversions as well.
Every smart marketer knows that the first page of Google is never enough to get the much-wanted clicks from the audience. SEO statistics show that 50% of the clicks on the first page are given to the top three results. This means that marketers should work well to ensure that their posts are within that area.
Source: Ignite Invisibility
As more consumers are akin to online devices, marketers should do their best to put emphasis on mobile-friendly content. One of the key points in the content marketing vs traditional marketing battle is that the former is more accessible than the other, thanks to mobile devices. Here are some mobile content marketing figures that you should know about.
Marketers can never ignore the power of mobile devices. People’s preference over mobile devices will become stronger by the end of this year as Statista’s mobile content marketing statistics note that over 52% of all web traffic has gone mobile before 2020.
Because people spend more time on smartphones and tablets, marketers have more chances of reaching out to them. 70% of media time and 79% of social media time happen on mobile devices for that matter. Furthermore, email marketing stats reveal that mobile email opens are up 30% last year.
Source: Marketing Land
It’s not enough to have a website with great content. Consumers want websites that perform better as well. 53% of visitors will leave a website if the content doesn’t load in three seconds or less. That means marketers will have to optimize their content for mobile devices if they want to increase their content marketing conversions and have successful digital marketing campaigns.
Source: Double Click By Google
Content marketing isn’t solely about blog posts and texts. To get the most out of content marketing, marketers will need to make use of these other mediums as well. So companies and marketers will also benefit from other media forms, as revealed by lead generation stats.
Podcasting may not be as popular as blogging, but it remains as one of the top ways to reach out to a younger audience. According to Statista, 45% of global internet users aged 25-34 are devoted listeners of podcasts and other audio mediums.
In the U.S., 1 out of 5 citizens are consumers of audiobooks. There are even more podcasts listeners as 40% of the population tune into it. 15% of Americans listen to podcast weekly as well. Podcasts and audiobooks may seem like an unlikely tool for content marketing, but it can be the perfect way to make the most out of content marketing costs.
Source: Edison Research
Podcast Insights says that 49% of podcast listeners stay within the confines of the house, while 22% of listeners tune in while in their car. Like blogging, audio mediums also reach out to a huge audience too.
Source: Podcast Insights
Data from CMI reveals that 72% of B2B marketers and 76% of B2C marketers now use video. It is both effective and cost efficient in marketing. Lead generation stats by Aberdeen Groups note that marketers who use videos get 66% more leads per year.
Source: CMI/Aberdeen Group
A part of visual content marketing are videos. These are effective view drivers and they are often preferred by marketers as well. 48% of marketers focus on making YouTube videos for content marketing. 46%, on the other hand, are focusing mostly on videos to be posted on Facebook.
Source: State Of Inbound
Marketers primarily target millennials, according to stats about content marketing. As such, marketers should trust in mediums that the demographics trusts. Studies suggest that 40% of millenials trust video content. In addition, users between 18 and 34 years old tend to postpone what they are currently doing just to watch a video.
Source: Think With Google
Another product marketing statistics on video content reveal that one of the reasons why marketers should invest more on videos is that the medium will grow more prominent in the coming years. Video content has been listed as one of the hottest SEO trends for 2019 and according to Cisco, this type of content will represent 82% of all internet traffic by 2022.
Content marketing is the new age of marketing. Companies who are hoping to stand out amidst the tough competition online should use content marketing as an opportunity to rise above everyone else. Hopefully, these content marketing statistics will encourage more marketers to start doing the same.