20+ Essential content marketing statistics for 2024

“It’s not the best content that wins. It’s the best-promoted content that wins.”

Content marketing has become an essential part of marketing now. Thanks to the creativity of those working in the sector, content marketing is a colorful and fun place for marketing. Content marketing has many advantages for your business as long as some rules are correctly followed. 

Statistics can help you understand many aspects of content marketing because statistics reflect real experiences. So, without wasting money or losing time, you can analyze statistics carefully and plan accordingly. To help you out, we are here with this article.

This article will share 20+ must-content marketing stats you need to know for 2024 and more tips!

Highlights about content marketing

Content marketing efforts should not be in vain, right? Many marketing tools, visual content, and analytical tools are used to increase the succes. Statistics about content marketing play a huge role in finding suitable examples for your business. To make the right investment in content marketing and attract your target audience, here are some highlights about content strategies and marketing:

20+ Insightful content marketing statistics in 2024

Marketers use content marketing to attract targets and build a case for products or services. To increase your rates or create better marketing campaigns, you need statistics. In this part of our article, you will see 20+ essential content marketing statistics, including B2B content marketing statistics, B2C content marketing statistics, and content marketing ROI statistics: 

1. Marketers love content marketing.

You might be wondering about the percentage of marketers who invest in content marketing. According to the study of HubSpot, 10% of marketers say they do not use content marketing, 82% say they do, and 8% are unsure if their business does.

When you think about this rate, you can quickly realize that many marketers spend money on content marketing because content plays a vital role in purchasing decisions. If you have a marketing business and have not tried it yet, you might take content marketing seriously now. 

2. TikTok’s ad product splits revenues 50% with publishers

Insider Intelligence notes that TikTok and publishers share 50% of the earnings from their ad products. The new product, Pulse Premiere, is a part of TikTok’s attempts to attract additional publishers to the site despite the possibility of a US ban. 

Normally, TikTok’s payout system is not appealing to individual creators because they get low payouts. However, since it would offer a 50% revenue split for publishers now, Pulse Premiere is more appealing for individual publishers. 

3. Google doesn’t send organic traffic to 90.63% of the pages.

A study conducted by Ahrefs proves that Google does not send any organic traffic to 90.63% of pages per month. Do you wonder how they get it then? At this point, there is more than only one reason to explain the situation.

For example, the content you create for your business might not have any backlinks. Also, you need to pay attention to search intent. Writing good blogs for a product is a reason for having high referring domains. As long as you pay attention to these things, you can increase your rates. 

4. Customers expect content from the brands.

The impressive study done by Vivendi Brand Marketing showed that  9 out of 10 consumers expect content from the brands. At the same time, 58% of them find the online content is not meaningful. These contrasting statistics are worth analyzing. 

These two statistics say a lot about the customers' demand. They certainly want content; however, nearly half of them find the existing content shared online meaningless. This means sharing empty content with nothing to do with an aim will not help you. So, you need to focus on creating meaningful pieces of content for them. 

5. The typical reader only reads a blog for 37 seconds.

Blogger Ryan Robinson reports that an average reader only reads about 37 seconds. Considering this short process, you can easily see the importance of writing the correct blog for your business or company. So, what should you do at this point?

You must avoid writing and sharing long-form content for your target because they do not read them from beginning to end. 37 seconds is enough to revise a blog quickly. Instead of writing long content, you can prefer to bring the important points to the reader and use eye-catching visual content to attract and convince them to read more. 

6. Most of the B2C companies use paid social media for advertising.

According to the study conducted by the Content Marketing Institute, 80% of B2C companies used social media advertising/promoted posts. Also, 43% of respondents stated that their company has raised its paid distribution budget in the last 12 months. 

This statistic illustrates the majority’s content marketing usage for advertising and the investment in content marketing. Social media platforms are good tools for content marketing to share the product or service, and 80% of B2C companies prefer to advertise this way. Also, 43% of respondents’ statements prove that investment in content marketing is increasing. 

7. 62% of B2B purchase decisions rely more on practical content.

Demand Gen Report proves that 62% of B2B companies rely more on practical content, such as case studies, visual content, and webinars. They believe that these kinds of content help them make more trustworthy decisions. 

This proves that practical content performs more effective results. So, if you aim or plan to create content for a B2B company, you can choose your techniques or formats accordingly. For example, a B2B company would love a well-prepared and planned webinar with guests relevant to the topic to promote their new product. 

8. Companies admit blogging is essential to their operations.

A study done by HubSpot proves that 82% of businesses use blogging as a marketing strategy, and they pay attention to it. So, if you have not realized the importance of blogging, this statistic can help you understand better. 

For example, when you type “best laptop” on Google, the top pages will be blogs. Instead of big and famous brands, blogs are seen at the top of the page because people read and trust these kinds of blogs. So, you must pay attention to blogging and consider it a serious means of content marketing. 

9. 96% say content marketing is effective.

Up to 96% of marketing decision-makers claim that their businesses have benefited from content marketing. Thanks to Zazzle Media’s work, it is easier to understand the importance of content marketing. This huge rate can persuade many to understand the power of content marketing. 

96% is not a rate that should be ignored. The rate tells us that you should make plans for your content marketing better because it matters. Also, you can consider increasing the content marketing budget because you will get a return on your investment if you use it effectively. 

10. 73% use social media (organic posting) as a content marketing tactic.

A study done by Semrush showed that 73% of the respondents use social media as a content marketing tactic. While 53% use email marketing, 33% invest in organic research. Moreover, only 11% of respondents use guest posting as a content marketing tactic. 

To learn more about applied content marketing tactics, check the link above and decide what your business needs the most. But while planning your content marketing strategy, you should remember that most marketers choose social media as a content marketing strategy and tool. 

11. 54% of organizations that spend $2,000 or more on content were successful.

Siege Media and Clearscope’s study revealed that businesses that invest more than $2,000 on content report a highly effective approach, according to 54% of them. Moreover, the same study shows a 74% greater chance of lower results for those who spend less than $15,000 per month on their content strategy than those who spend $25,000 or more. 

When you compare the numbers above, you can quickly realize that the money invested in content matters significantly. The number might seem like a lot; however, the money you spend on the content is never in vain, and it increases your rates. 

12. Respondents said their engagement rate increased thanks to content updates.

Semrush asked its respondents, “Which results did you achieve after updating your content?” 53% of them indicated that their engagement went up. Also, 49% of the respondents achieved that their traffic and rankings increased.  

As the statistics prove, a successful content update can easily increase your business’ engagement rate. As long as you know how to update your content correctly and find the right strategy, it will be really easy for you to increase your engagement rate. 

13. Global content marketing industry revenue is getting bigger.

Statista revealed a statistic about content marketing revenue. Marketers are reporting that the expected revenue of the worldwide content marketing sector in 2022 was about $63 billion. According to Statista, it would increase to $107 billion in 2026. 

So, global content marketing revenue does not seem to be losing popularity; instead, it is increasing. People are aware that content marketing matters, and they make money on content marketing when they know how to do it well. 

14. People interact with brands on mobile 2x more.

Think with Google shared an interesting fact that can help you plan your route better. According to the data, mobile devices are 2x more successful in interacting with customers. It means that mobile is stronger than desktop versions or TVs. This data gives clues to content marketers about how to share their ideas. 

You can note that mobile usage matters. At that point, you need to take a moment and question your brand. You need to ask yourself, “Is my website mobile-friendly?” or “Is the UX design of my app optimized well?”.  If you can answer these questions positively, it is okay. 

15. Top three marketing skills: Writing - Analytics - Video

According to the data of Semrush Blog, the top marketing skills for senior content marketing positions are writing (29%), analytics (25%), and video (18%). Also, storytelling is at the bottom of the list with an 8 percent. 

Apart from all the other content marketing skills, the most important and popular ones are writing, analytics, and video. This means you need to concentrate on these three and improve your skills in these areas significantly. 

16. Images are ranked by more than 1 in 4 marketers.

Hubspot's research revealed an interesting fact about images. The study revealed that images are ranked by more than 1 in 4 marketers as the type of content that is most crucial for engagement. 

At this point, one can quickly understand the importance of images while creating content. The data shows that 1 in 4 marketers find images the most essential part of their content strategy. 

17. Marketers reuse content two to five times.

Contently revealed that almost 60% of marketers reuse the content twice to five times. Based on assets, they produce “snackable” content. These snackable contents are believed to increase the brand's success by keeping the customer engaged.  

Snackable content has benefits for businesses, such as:

You can take advantage of them by applying the most effective practices to your content marketing strategy.

💡 Snack content is short-form and easy-to-digest content that can be accessed on social media. These contents can include gifs, memes, or short videos. 

18. Respondents want to measure how much real attention people pay to their content.

Contently’s study says that 50% of respondents indicated their wish to measure the real attention that their content is getting. This situation brings the question: “Do content creators believe that people do not show real attention or interest to their works?” 

As the rate suggests, the answer to the question is yes. In content marketing, there are some tricks to grab people's attention. However, it seems that it is a question mark for content creators to know whether people pay attention to the piece of content or not. To test their reaction or gather feedback, you can create a form to ask their ideas and analyze the results for better content. 

19. 24% of companies without AI content production were more successful.

Siege Media found a very interesting fact about using AI in content marketing. 24% of companies without AI content production technologies say their content marketing strategy has been highly effective. Still, 64.7% of the respondents said they plan to use AI as a generation tool.  

AI can be used in brainstorming or while creating outlines for blogs. It is really helpful when you are out of ideas. However, it will no better be real-life thoughts and experiences. So, if you use AI too much while creating your content, the quality of content will decrease. You need to pay attention to using AI less for a better content strategy.  

20. B2C marketers are producing more content than they did one year ago.

In contrast to 64% of their less successful competitors, 77% of the most successful B2C marketers are producing more content now than they did a year ago. The study of Content Marketing Institue also revealed that B2C confidence in the efficiency of each of these strategies has increased. 

77% is a huge percentage to be persuaded by the power of content marketing. If it did not work, much that people would not consider producing more and more content. This is also one of the biggest proofs that businesses are getting paid for the content they create and work for. 

Content marketing trends in 2024

As in each business, it is vital to keep up with the latest trends and leave the old-school ones. Now that you have learned about content marketing statistics, you also need to know what are the latest content marketing trends in 2024. For those who are curious about it, here are some content marketing trends in 2024:

💡 If you are curious about SaaS business statistics, check out our article for further information!

Key points to take away

To sum up, statistics are an excellent guide for you because you learn so much by analyzing them. In our article, we tried to analyze some important content marketing statistics. To make more accurate decisions and predict outcomes better, marketing statistics play a huge role. In our article, we have covered 20+ essential content marketing statistics and how to analyze them. 

Now that you know the power of content marketing, you can plan your marketing path according to the statistics!