Marketing

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September 10, 2020

44 Content Marketing Stats You Need to Know in 2020

Content calendar with window of likes, tweets, and thumbs up
SECTIONS
  1. How important is content marketing to companies today?
  2. How do companies organize their content marketing campaigns?
  3. What types of content are used in content marketing?
  4. How do content marketers use social media?
  5. How do content marketers measure the impact of their content?
  6. Where can we read more about the state of content marketing in 2020?

As business owners, we no longer just sell products––we have to market them alongside valuable content in order to attract an audience and convert them to sales! Whether we target other businesses (B2B marketing) or individual customers (B2C marketing) as our potential leads, we sometimes need a big picture of what’s happening in the marketing industry. 

This list will show you some relevant numbers to describe the state of content marketing that you need to know today!

How important is content marketing to companies today?

70% of companies actively invest in content marketing
Content marketing is here to stay. Image from Hubspot.


About 70% of marketers say their company actively invests in content marketing, and that most of them said their marketing budget increased for 2020. (Hubspot)

  • Most companies are ready to spend up to $10,000 to achieve their goals using content marketing. (SEMRush)


Around 60 percent of marketers believe that content marketing is “very important” or “extremely important” to their overall strategy. (Hubspot)


Around 40% of marketers describe their organization’s content marketing maturity level as either “sophisticated” or “mature”. (CMI B2B Report, CMI B2C Report)

  • Here, “sophisticated” means the strategy is integrated across the organization and is providing accurate measurement to the business. “Mature” means the strategy is generally successful but is not yet fully integrated across the organization. 
70% of companies with the most successful content marketing campaigns document their content marketing strategies while only 16% of companies with the least successful content marketing campaigns do so. (CMI B2B Report) This means a documented strategy is often a key indicator of content marketing success!

Most of the marketers state that the main goal of their content marketing strategies is to increase brand awareness and exposure. (Hubspot, CMI B2B Report, CMI B2C Report, SME)


Around 60% of marketers say generating traffic and leads is their top challenge. (Hubspot)

At least half of the marketers rate their organization’s content marketing strategy as at least moderately successful.

  • Half of the B2B marketers rate their organization’s overall level of content marketing success as “moderately successful” while three out of four B2C marketers report their organization is extremely, very, or moderately successful with content marketing. (CMI B2B Report, CMI B2C Report)


How do companies organize their content marketing campaigns?

Graphic breaking down content marketing team sizes. 78% have 1-3 specialists on their team
The size of content marketing teams of companies. Image from SEMRush.


68% of marketers say their businesses use automation in some way, and of those who are automating marketing, 23% are automating their content delivery. (Hubspot)

  • The top three technologies B2B and B2C marketers use to assist with content marketing are social media publishing/analytics, analytics tools, SEO tools, and email marketing software. (CMI B2B Report, CMI B2C Report, SEMRush)


Half of B2B and B2C marketers outsource at least one content marketing activity. Most of them outsource content creation. (SEMRush

  • The most common content creation services being outsourced are writing and graphic design. (SEMRush


Around half of the companies have a small (2 to 5 persons) or one-person marketing team serving the entire organization. (SEMRush)


The top 3 organic content distribution channels marketers use are social media, their organization’s website/blog, and email. (Hubspot, CMI B2B Report, CMI B2C Report)


More than 80% of marketers use paid distribution channels for content marketing purposes. (Hubspot, CMI B2B Report, CMI B2C Report)

  • Almost 70% of marketers stated that paid advertising is ‘very important’ or ‘extremely important’ to their overall marketing strategy. (Hubspot)
The top goals of content marketing for 2020 are generating more quality leads and increasing website traffic. (SEMRush



What types of content are used in content marketing?


Graph depicting the importance of images in blog posts
Please the eyes of your audience! Image from Orbit Media.

Marketers use different types of content to achieve various goals: (CMI B2B Report, CMI B2C Report)

  • Blog posts and short articles are preferred to build brand awareness. 
  • Marketers use in-person events and email newsletters to secure leads.
  • Email newsletters are chosen to nurture leads.
  • In-person events are preferred to convert leads.


Almost all blog posts for content marketing contain images, and the more images there are, the greater its impact is to the audience. (Orbit Media)


Photos and imagery posts are the most successful for engaging the audience in social media. (Hubspot, Orbit Media)


Video is becoming one of the most common forms of media used in content strategy. (Hubspot, Wyzowl)

  • Around 20 percent of the material produced for content marketing comes in the form of videos, and 30 percent of videos are released on Facebook. Almost half of all the videos produced by marketers are promotional videos and brand storytelling. (Hubspot)
85% of businesses use video as a marketing tool, and 92% of marketers who use video say that it’s an important part of their marketing strategy. (Wyzowl)


How do content marketers use social media?


Bar graph of social media platforms used by marketers
The most common social media platforms used by marketers. Infographic from SME.

9 out of 10 marketers promote their content using social media platforms. (Hubspot, SEMRush)

  • Almost all bloggers promote their content through social media platforms. (Orbit Media)


Facebook and Instagram are the most popular platforms among marketers, with half of them using it. (Hubspot, SME)

  • LinkedIn is the top choice for organic and paid social media platforms used by B2B marketers. (CMI B2B Report)
  • B2C marketers use Facebook as their top social media platform, both for organic (non-paid) and paid content marketing distribution. (CMI B2C Report, SME)
  • Facebook and Instagram remain to be the platforms of choice for the experienced marketers, but the platforms they used are more diversified than that of beginners. (SME)
74% of global marketers continue to invest in social media marketing. (Hubspot)

Most of the marketers post content on social media 3-4 times a week.  (Hubspot)


More than half of marketers say that Facebook remains the social media channel with the highest ROI. (Hubspot)


While most marketers still use Youtube as their video marketing platform, Facebook has become more effective than YouTube as a video marketing platform. (SME, Wyzowl)

  • 79% of video marketers Facebook – and 85% of those people say it’s been a success, compared to 83% of marketers that say using Youtube is an effective platform. (Wyzowl)
  • LinkedIn still trumps both Youtube and Facebook - 87% of marketers say it is effective.  (Wyzowl)


64% of marketers said that Facebook live is the most important live video streaming platform for them. (SME)

Marketers reported benefits from social media marketing: 86% said it led to increased brand awareness or exposure to the brand, 78% reported an increase in traffic, and 67% said it helped generate new leads. (SME)



How do content marketers measure the impact of their content?

Bar graph of how marketers measure the success of their content marketing strategy

The most common measurement of success for content management strategy is total sales. (Hubspot)


One-third of bloggers check their analytics to assess the impact of their content. (Orbit Media


More than three-fourths of marketers use metrics to measure content performance, more than 60% of them have established key performance indicators, and half of them measure content marketing ROI. (CMI B2B Report, CMI B2C Report)

  • 59% of the B2B marketers who measure content marketing ROI rate their ability to demonstrate ROI as “excellent” or “very good”. 
  • Among the B2C marketers who measure content marketing ROI, more than half (56%) rate their ability to demonstrate ROI as “excellent” or “very good”. 


The most common metrics tracked to measure content performance are website traffic, social media engagement, and lead generated. (Hubspot, SEMRush)

  • Besides website traffic and social media engagement, the other metrics used to measure content performance are email engagement, website engagement, and conversions. (CMI B2C Report, SEMRush)


Where can we read more about the state of content marketing in 2020?

All the stats above came from several websites that conducted surveys to assess the state of content marketing in 2020. You can read more about their reports by clicking on the links above or below:


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