70 Content Marketing Statistics to Bookmark for 2024

Welcome to the 2024 version of our curated checklist of content material advertising statistics.

Every year we decide, vet, and categorize a listing of up-to-date statistics to provide you perception from a whole bunch of entrepreneurs on tendencies, greatest practices, or just issues that work in content material advertising. 

On this part, you’ll discover essentially the most fascinating content material advertising statistics we expect it’s best to know. 

1. 82% of entrepreneurs are actively investing in content material advertising, 10% report not utilizing content material advertising, and eight% are uncertain if their firm makes use of content material advertising. (HubSpot)
   

2. 40% of B2B entrepreneurs have a documented content material advertising technique. That share is larger among the many most profitable B2B entrepreneurs — 64% have a documented content material advertising technique. (Content Marketing Institute)
3. 69% of entrepreneurs actively make investments time in search engine optimization. (HubSpot)
4. 76% of entrepreneurs report that content material advertising generates demand/leads (a 9 share factors improve since final yr). As well as, 63% of entrepreneurs say that content material advertising helps to nurture the viewers/clients/leads, and 50% say that it helps construct loyalty with current purchasers/clients (a 13 share factors lower). (CMI)
5. Video was the first type of content material being created in 2023 (50%), photos (47%), and blogs (33%). (HubSpot)
6. 73% of individuals admit to skimming weblog posts, whereas 27% eat them completely. (HubSpot)
7. 51% of the companies that put money into content material advertising publish content material day by day. (The Manifest)
8. 44% say they usually eat three to 5 items of content material earlier than participating with a vendor. (DemandGen)
9. 73% of respondents favor to find out about a services or products from a brief video. 11% favor to learn a text-based article, web site, or publish. 4% favor to view an infographic. 3% favor to obtain an book or guide. 3% favor to attend a webinar or pitch. 3% favor to obtain a gross sales name or demo. (Wyzowl)
10. 81% of entrepreneurs view content material as a core enterprise technique. (CMI)

Everybody who has ever reached for the “AI increase” most likely requested themselves the identical query — do others do it too? 

Effectively, a few of us at Ahrefs use AI very often, and even our product has AI options like solutions for key phrase analysis, so we’ve run a fast ballot to learn how many different entrepreneurs are already utilizing AI.

We discovered that nearly 80% of our respondents had already adopted AI instruments of their content material advertising methods. One other 10% plan to, and solely a minority of 10% don’t plan to make use of any AI for content material.

My guess is that the remaining 10% of non-adopters will not be simply being “impartial” about AI — they’ve determined to not use it (but) and sure not simply ignored the tech. 

Listed below are another statistics on the usage of AI instruments in content material advertising that caught our consideration: 

1. Most entrepreneurs use AI instruments for text-based content material. The highest 3 use circumstances are: brainstorming new subjects (51%), researching headlines and key phrases (45%), and writing drafts (45%). (CMI)
2. 50% of entrepreneurs consider insufficient AI adoption is holding them again from reaching their objectives. (Mailchimp)
3. 58% of US entrepreneurs stated they’ve elevated their content material creation efficiency because of generative AI. (eMarketer)
4. 75% of shoppers belief content material written by generative AI. (Capgemini)

A view on content marketing from a high-level perspective. 

1. 83% of entrepreneurs say it’s higher to give attention to high quality relatively than amount of content material, even when it means posting much less usually. (HubSpot)
   

   

2. The highest three main objectives of making content material are boosting gross sales, constructing relationships with clients, and rising model consciousness. (eMarketer)
3. Content material advertising generates over 3x as many leads as outbound advertising and prices 62% much less. (Demand Metric)
4. 72% of essentially the most profitable entrepreneurs in North America measure the ROI of their content material advertising. (eMarketer)

As you recognize, B2B marketing differs from B2C: one sells to different companies, the opposite direct to particular person folks. So we’re going to have a look at knowledge from these two sectors individually, beginning with B2B. 

1. Solely 7% of B2B entrepreneurs don’t plan to develop a content material advertising technique. (CMI)
   

   

2. Most B2B entrepreneurs attempt to differentiate from the competitors by content material high quality (83%) and masking untapped subjects/tales (72%). (CMI)
3. High 3 performing B2B content material property in 2023 have been case research/buyer tales, movies, and thought management e-books/white papers. (CMI)
4. 87% of B2B entrepreneurs prioritize the viewers’s informational wants over the group’s gross sales/promotional messages. (CMI)
5. LinkedIn is used for advertising by 96% of B2B content material entrepreneurs. (CMI)
6. 84% of entrepreneurs voted for LinkedIn because the best-performing social media platform, adopted by Fb (29%) and YouTube (22%). (CMI)
7. 78% of B2B entrepreneurs make use of key phrase analysis for search engine optimization whereas creating content material. (CMI)

Now let’s get some perception into the B2C sector. 

1. Solely 5% of B2C entrepreneurs don’t plan to develop a content material advertising technique. (CMI)
   

   

2. 65% of B2C entrepreneurs prioritize the viewers’s informational wants over the group’s gross sales/promotional messages. (CMI)
3. High performing B2C content material property in 2021 and 2022 have been brief articles (lower than 3k phrases), movies, and knowledge visualization/3D fashions. (CMI)
4. B2C entrepreneurs who use nonpaid social media platforms report that Fb (63%), LinkedIn (53%), and Instagram (39%) produced the perfect general content material advertising outcomes. (CMI)
5. Solely 22% of B2C entrepreneurs don’t use paid content material distribution channels. (CMI)
6. 73% of B2C entrepreneurs make use of key phrase analysis for search engine optimization when creating content material. (CMI)

Organic search is unquestionably one of many largest channels for content material advertising. No surprise — shoppers nonetheless like to make use of Google to be taught and purchase services and products. And that’s the place content material entrepreneurs struggle for his or her consideration whereas attempting to “show” to Google that they deserve the perfect spot in search outcomes. 

1. 90.63% of pages get no natural search site visitors from Google. (Ahrefs)
   

   

2. 68% of on-line experiences start with a search engine. (Brightedge)
3. Google is essentially the most extensively used search worldwide, with 91.53% of the market (as of October 2023). Though Bing was the quickest to the market with the AI search characteristic, it didn’t assist the search engine cross the 4% market share (Statcounter). 
4. 71% of B2B researchers begin their analysis with a generic search as an alternative of branded search. (Google)
5. 53% of consumers say they at all times do analysis earlier than a purchase order to make sure they’re making the very best alternative. (Google)
6. Solely 5.7% of pages will rank within the prime 10 search outcomes inside a yr of publication. (Ahrefs)
7. Virtually two-thirds of world on-line search comes from cell gadgets. (Perficient)
8. Typically talking, the extra backlinks a web page has, the extra natural site visitors it will get from Google. (Ahrefs)
9. The common #1 rating web page may also rank within the prime 10 for practically 1,000 different related key phrases. (Ahrefs)
10. There’s no correlation between Flesch Studying Ease scores and rating positions. (Ahrefs)

Running a blog is the cornerstone of many, if not most, content material advertising methods. So we dug out a number of fascinating statistics particularly for bloggers: from site visitors sources, reader engagement insights, to kinds of content material revealed on blogs. And simply to place issues into perspective — the variety of all blogs on the net, too. 

1. 85.19% of all weblog site visitors comes from natural search. (Animalz)
   

   

2. On common, engagement begins to drop after 7 minutes of studying. (Medium)
3. Folks hardly ever learn on-line — a sample that hasn’t modified since 1997. They’re way more prone to scan than learn phrase for phrase. They merely need to select the knowledge that’s most pertinent to their present wants. (Nielsen)
4. 70% of individuals relatively get info from blogs than conventional ads. (Demand Metric)
5. How-to articles are the preferred content material codecs (76%), adopted by lists (55%), and information and tendencies (47%). (Orbit Media)
6. Just one-third of bloggers recurrently verify their weblog’s site visitors analytics. (Statista)
7. There are greater than 600 million blogs out of 1.9 billion web sites on the earth. Their authors account for over 6 million weblog posts each day, or over 2.5 billion yearly. (Web Tribunal)

Textual content might be the very first thing that involves thoughts when you consider content material. However in actual fact, video is the preferred kind of content material created by entrepreneurs. 

What’s extra, in keeping with Hubspot’s annual State of Advertising and marketing Report, it’s been this fashion within the content material advertising world for at the least the previous 4 years. 

1. Video has been voted essentially the most usually created kind of content material for advertising for the fourth consecutive yr. (Hubspot)
   

   

2. 70% of viewers purchased a product after seeing it on YouTube. (Google)
3. 79% of individuals say they’ve been satisfied to purchase or obtain a bit of software program or app by watching a video (a 1 share level improve since final yr). (Wyzowl)
4. YouTube is the #1 visited web site within the U.S. by natural site visitors. (Ahrefs)
5. YouTube reaches extra 18 to 49-year-olds in a median week than all cable TV networks mixed. (Google)
6. Quick-form movies (TikTok, IG Reels) and reside streaming have been the simplest codecs on social media in 2022. (Hubspot)
7. Video viewers say referring to their passions is 1.6X extra essential than content material with excessive manufacturing high quality. (Google)
8. 91% of companies use video as a advertising software (a 5 share factors improve since final yr). (Wyzowl)
9. 96% of individuals have watched an explainer video to be taught extra a few services or products. (Wyzowl)
10. 91% of individuals needed to see extra movies from manufacturers in 2023 (a 3 share factors  improve since final yr). (Wyzowl)

Podcasts are a comparatively new kind of content material, however they’re spreading quick and have gone mainstream already. 

For those who’re not able to create one of these content material but, think about promoting — consumption of podcasts retains rising, and other people discover advertisements in that area method much less intrusive than YouTube (see under). 

1. 64% of Individuals listened to a podcast as of 2023 (a 2 share factors improve from final yr), and 42% listened to a podcast final month. (Edison Research)
   

   

2. 46% of month-to-month podcast listeners say that advertisements on podcasts will not be intrusive. That’s a 23 share factors larger than YouTube. (Edison Research)
3. 80% of podcast listeners take heed to all or most of every episode. (Podcast Insights)
4. Podcast advert spending within the U.S. is anticipated to succeed in $2.56B in 2024, a 16.3 share factors improve from 2023. (Statista)

This yr we added a particular part for e-mail advertising. It positively deserves its personal area, since so many entrepreneurs use e-mail for content material distribution. 

1. 73% of entrepreneurs used emails to distribute content material in 2023 (CMI).
   

   

2. Emails with topic strains within the 61-70 characters vary have the very best open fee, on common. (GetResponse). 
3. The common time a reader allocates for a publication after opening it is just 51 seconds. Individuals of the examine totally learn solely 19% of newsletters. (Nielsen)
4. 95% of entrepreneurs who use generative AI for e-mail creation fee it “efficient”, with 54% ranking it “very efficient.” (Hubspot)
5. 71% of entrepreneurs stated that they depend on e-mail engagement to judge content material efficiency. That’s an equal rating to web site site visitors and solely 2 share factors decrease than conversions. (CMI) 
6. On common, emails containing video elevated open fee by 5–15 share factors and click-through fee by 0.24–2.23 share factors in comparison with emails with out embedded movies. (GetResponse) 
7. Most entrepreneurs use personalization in emails. 71% use personalization in topic strains, whereas 63.7% personalize emails utilizing dynamic content material. (Litmus)

Continue to learn

Content material is the pillar of selling at Ahrefs, so in case you’d wish to be taught extra about one of these advertising, we’re sharing a few of our ideas and experiences under:

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