10 Shocking Facts About Content Marketing Today

10 Shocking Facts About Content Marketing Today

Every day, more than 27 million pieces of content are shared on the Web. If there was ever a question as to whether content is still king, this statistic speaks volumes. However, the content marketing industry is just beginning to bloom as more people turn to it to exhibit their company brand and message.

Content marketing has revolutionized what it means to showcase your business to the world. With social channels such as LinkedIn and Twitter, it's quick and easy to get the word out about your goods and services. Now, content marketing has evolved into an art – every marketing team is attempting to create the next unique, wildly successful campaign to propel their company to the top.

As marketers find new ways to reach their target audiences and technology continues to evolve, the future of content marketing continues to get brighter. Here are 10 shocking facts about this revolutionary marketing strategy that shapes the way we make purchases, evaluate services, and use the Internet each day.

1. Companies with an active blog generate 67 percent more leads per month

This statistic highlights one key factor that anyone who uses the Web can't ignore – people loveblogs. They love them even more when they happen to find them on their favorite company's websites.

Why? Because blogging provides consumers with a down-to-earth view of what a business is all about. Furthermore, company blogs can quickly become a go-to resource for other people in the industry, assuming posts are always educational and relevant. Marketers can utilize the company blog to entice readers with calls-to-action and content offerings for lead capture. Why not cast a larger net when there are plenty of fish in the sea?

2. On average, content marketers are using 12 different tactics

Multitasking is an understatement for marketers, as this statistic from the Content Marketing Institute implies. Every year, more channels of communication open up for marketing teams – think of all of the apps and social networking sites that have exploded onto the scene in 2014 alone.

That being said, content marketers are taking advantage of many of them – most have an average of a dozen in their arsenal. Virtual conferences, videos, and research reports are among some of the most popular ones, and they may be worth incorporating into your own strategy.

3. About 86 percent of B2C companies use content marketing

It's no longer just the B2B companies that are taking a stab at content marketing, according to this statistic. With the number of consumers turning to social networking to make buying decisions, B2C companies are viewing content marketing as the key to expanding their client base. The value of content marketing continues to expand across multiple industries.

4. B2B marketing teams spend 33 percent of their budget on content marketing

This statistic indicates one key point: content marketing is valuable – so valuable that it's worth 33 percent of the marketing budget.

Resources such as content management systems and email marketing software come with a price. That being said, you can make up for the cost with the ROI of the product. Automating certain marketing tasks can save your team valuable time that they could put toward other tasks such as lead nurturing.

The value of content marketing continues to prove itself in the number of leads that are brought in, which have the potential to translate into deals.

5. Social media sites and blogs reach eight out of 10 Internet users in the U.S.

This is a large number, even when you aren't taking into account the number of people who may be using these sites to make purchases. Whether your buyer persona is most frequently on LinkedIn or Facebook, content marketers need to have a presence on social media and develop a blog strategy for outreach purposes.

6. Email is the most popular form of communication

Despite the prominence of social networks and their relevance in content marketing, email is still the winner. For this reason, marketers need to continue to place value in their email marketing campaigns, as well as the content that they are distributing to their target audience. These days, email automation and tracking software make it easy for marketing teams to tackle this portion of their job.

7. Approximately 47 percent of B2B marketers regularly use LinkedIn

Even if your target audience primarily uses Facebook or Twitter, it's a good idea to utilize LinkedIn as a marketer. Business professionals turn to this website to make connections with other people in their industry and build their network.

If you still aren't convinced, consider this statistic – top salespeople spend approximately six hours per week on LinkedIn. The social networking site has evolved into a powerful sales and marketing tool that continues to grow in popularity.

8. Nearly 87 percent of B2B companies use social media to distribute content

While it's completely acceptable to offer content on areas of your company website, there's a greater chance of reaching the masses through social media. That being said, publishing your content on websites such as Facebook and Twitter isn't always enough.

Your content marketing team needs to build a following on these social networking websites by providing valuable, insightful updates. This may take some work – and an employee who is dedicated to social networking efforts. However, the ROI will come in the form of more prospects and leads, who may eventually become customers and contributors to your overall bottom line.

9. Companies that blog 15 times per month get five times more traffic than those that don't

This number indicates one simple fact – build a blog, and people will come. Active blogs can create a breadcrumb trail for more leads and set the sales team up for success; pointing to an expert and in-house-written blog post that answers a lead's question thoroughly and intelligently is a very helpful sales tactic. It's up to the marketing team to ensure that the blog is always full of insightful, fresh content, and although this may take some work, the potential benefits are hard to ignore.

10. Only 44 percent of companies outsource their content marketing efforts

While it may be easy to outsource tasks such as blogging and social networking, companies are showing a preference toward keeping content marketing in-house. There are pros and cons to doing so, but the biggest benefit is that in-house teams generally have greater access to primary data, company voice, and other brand nuances that outsourced writers don't. However, in-house teams are commonly more expensive than outsourced solutions.


Content marketing isn't just a fad; it has firmly established itself as a core facet of the marketing industry. Its seemingly sudden increase in popularity is due to its significant benefits to other disciplines of online marketing, such as SEO and social media marketing. Clearly, marketers have embraced content marketing and the statistics prove its value.


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