33 Stats on Content Marketing

33 Stats On
Content Marketing
Michael Brenner
B2BMarketingInsider.com
@BrennerMichael
© 2013 SAP AG or an SAP affiliate company. All rights reserved.

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The growth and interest in Content Marketing is now an undeniable force
for businesses and marketing. Content marketing is an imperative for
brands who want to reach their buyers in an information-saturated world.
We are no longer asking whether content marketing is the future. We are
now looking to understand the future of content marketing.
Along the way, I've been collecting facts, stats and insights on the future
of content marketing that support the need for change. Change away from
traditional push-based messages that our audience is increasingly tuning
out.
Here are 33 stats on the future of content marketing.
I've tried to weave it into a story that shows the problems we face in trying
to reach our audience, the need for change, the importance of content
marketing and the techniques we can employ to be successful. I hope you
find these helpful in your own efforts.

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27,000,000 pieces of content are
shared each day.
~ AOL / Nielsen


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60% of the buyer journey is complete
before prospects reach out to vendors.
~ The Corporate Executive Board (CEB)


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Emotional marketing messages are twice
as effective as promotional ones.
~ (CEB)


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60-70% of B2B marketing
content goes unused.
~ Sirius Decisions


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10% of website’s content drives 90%
of the traffic.
~ InboundWriter


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0.5% of a website’s content drives
more than 50% of its traffic.
~ InboundWriter


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78% of CMOs think content is
the future of marketing.
~ Demand Metric


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The average attention span has dropped
from 12 seconds in 2000 to 8 seconds.
~ Statistic Brain


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The average attention span has dropped
from 12 seconds in 2000 to 8 seconds.
The average attention span of a
goldfish is 9 seconds.
~ Statistic Brain

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The average office worker checks
their email 30 times and hour.
~ Statistic Brain


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The number of web searches on the
term “Content Marketing” is up 500%
since January 2011.
~ Google Trends


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93% of B2B Marketers use
content marketing.
~ CMI / MarketingProfs


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Only 42% of content marketers
believe they are effective with it.


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70% of marketers think branded content
is more effective than advertising direct
mail and PR.
~ Custom Content Council


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Only 44% of B2B Marketers have a
documented content strategy.


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73% of B2B Marketers have someone
in charge of content marketing.


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B2B Marketers spend 30% of the
marketing budget on content marketing.


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B2B Marketers use an average of 13
content marketing tactics.


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B2B Marketers use an average of 6 social
networks.


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Content marketing costs 62% less than
traditional marketing and generates
about 3 times as many leads.
~ Demand Metric


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Conversion rates for brands using
content marketing is 6 to 7x higher.
~ Aberdeen


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Interesting content is a top reason that
people follow brands on social media.
~ Content+


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90% of the information that comes to the
brain is visual.
~ Zabisco


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Articles with images get 94% more views
than those without.
~ Content+


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Posts with videos attract 3x more
inbound links than plain text posts.
~ SEOmoz


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57% of digital marketers define Content
Marketing as their #1 priority.
~ Altimeter


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87% of B2B buyers say content has an
impact on vendor selection; more than a
quarter (27%) say it has a “major impact.”
~ Social Media Today

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The three biggest challenges to creating
content are lack of time (30%), inability to
create enough content (11%), and inability
to create engaging content (11%).
~ Robert Rose

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Another study found the three biggest
challenges for content marketing to be
limited budgets (27%), limited staff (25%),
and generating new content (21%).
~ iMedia Connection


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Only 1 out of 5 readers gets beyond your headline.
~ Heidi Cohen


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36% of readers prefer headlines containing
numbers (like this post). 21% of readers prefer
headlines that literally talk to them by including the
word “you.” And 17% prefer headlines that show
them “how to” do something.
~ Heidi Cohen


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57% of B2B marketers use content curation as part
of their content marketing strategies. But only 42%
say they are able to measure positive results from
content curation efforts.
~ iMedia Connection

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The 3 biggest complaints B2B buyers
have about vendor content are too many
requirements for downloading; blatantly
promotional, self-serving content; and
non-substantive, uninformed content.
~ Social Media Today


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Slides available on:

Thank
you!

Slideshare.net/MichaelBrenner

Marketing Blog:
B2B Marketing Insider
Twitter:
@brennermichael

Special thanks to Tom Pick, the Webbiquity Blog and his “30
Remarkable Content Marketing Facts and Statistics for 2013”

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33 Stats on Content Marketing

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