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70+ Content Marketing Statistics [Why It’s So Important]

Written by, Alex Bosnjak

Updated March, 20, 2022

Content marketing statistics help us understand the changing world of marketing. Users increasingly prefer newer content formats to traditional advertising.

People can now engage with brands and share information with others at the click of a button. That behaviour emphasizes the importance of building a brand and staying true to it despite wavering trends.

Preserving a customer base will make or break a business, especially in today’s world of saturated markets.

Let’s explore why content marketing is so vital for brands.

Fascinating Content Marketing Facts

  • 90% of organizations emphasize content marketing in their overall marketing strategy.
  • 85% of users prefer organic results.
  • At the same price, content generates three times as many leads as traditional marketing.
  • 49% of Australian markets believe email is vital to their success.
  • Blogging can help small businesses gain 126% more leads than businesses that don’t use it.
  • 60% of marketers produce one piece of content a day.
  • On average, successful B2B marketers spend 39% of their budget on content.
  • 61% of companies believe updating old content is the most effective tactic.
  • Content marketing statistics for Australia in 2021 show 43% of businesses think blogs and social media are critical for marketing success.
  • 25% of businesses don’t measure their content marketing ROI.

Content Marketing Statistics

1. 90% of Organizations Use Content Marketing in Their Overall Marketing Strategy.

(Source: Demand Metric)

  • 55% of internet users say they’ll click on a familiar brand if it comes up in search results.
  • 85% of users prefer organic results.
  • 46% use their phone for email, so marketing campaigns should always be mobile-friendly.

But that’s not all.

2. 80% of Businesses Say Email Successfully Increases Your Customer Base.

(Source: Small Business Trends)

  • 53%–70% of millennials prefer contact via email. It makes sense, considering that 67% will rather spend money online than in-store.
  • Content marketing statistics show 27% of marketers struggle to get funding. So these companies are missing on leads, as content brings three times as many as traditional marketing. 
  • What’s more, content marketing is 62% cheaper compared to traditional marketing.
  • Revenue from content marketing reached over $50 billion in 2019. That’s nearly double the $26.5 million accumulated in 2014.

That’s the US market, but what about Australia?

Content Marketing Statistics in Australia

Australia has some fascinating stats to show the marketing world.

3. 49% of Australian Marketers Believe Email Is Vital to Their Success.

(Source: Content Marketing Institute)

  • 43% think blogs and social media are critical for marketing success. 
  • Video content is key to 38% of Australian marketers.
  • 37% of Aussie marketers believe in-person events are also essential.

Let’s have a look at how the country’s lead marketers handle their content.

4. 92% of Australian Marketers Use Email for Content Distribution. 

(Source: Content Marketing Institute)

  • 88% use LinkedIn.
  • Facebook is up next, with 78% of Australian marketers using it for content distribution. 
  • 66% distribute their content on Youtube. Surprisingly, print comes in next, with 39%. Lastly, 29% use Instagram.

But to see how well the content is doing, let’s check more content marketing statistics for Australia. 

5. 71% of Marketers Use Web Traffic to Determine if the Content Leads to Positive Results.

(Source: Content Marketing Institute)

  • 63% rely on social media sharing for success metrics.
  • SEO ranking comes in third at 57%.
  • Lastly, 52% use sales to determine positive results, and 51% — the time spent on a website.

Marketers also need to keep track of content types.

laptop and two papers showing statistics

Video Content Marketing Statistics

Video content is very popular for improving site viewership.

6. 87% of Marketers Claim Their Site Traffic Has Increased With Videos.

(Source: Small Business Trends)

  • Additionally, 81% say videos have increased the amount of time spent on the site. 
  • 96% of users have watched a video that helps them understand a service or product.
  • The ROI of video marketing on social media is satisfactory for 88% of video marketers. 

But just how important are videos for your marketing strategy?

7. 93% of Video Marketers Claim Posting Videos on Social Media Helps Them Acquire a Customer.

(Source: Small Business Trends)

  • According to 49% of marketers, visuals are vital to their marketing strategies.
  • Over 70% of content includes a visual for 74% of marketers.

So, what are the marketing effects on business investment?

Content Marketing ROI Statistics

ROI stands for return on investment. Let’s see if businesses are getting their money’s worth. 

8. 55% of Successful Companies Using Content Marketing Measure Their ROI.

(Source: ZoomInfo Technologies)

  • The most effective B2B marketers spend 39% of the marketing budget on content. And based on customer retention, they believe it’s well worth it. 
  • The average marketer spends about 25% of their budget on content marketing. It’s good news, considering each $1 spent on user experience brings in $100 — a 9,900% ROI.
  • 25% of businesses don’t measure their content marketing ROI.

Let’s explore if content marketing is truly effective.

Content Marketing Effectiveness Statistics

Content marketing has many positives, but how much success can it bring to your business? 

9. Content Marketing Is Effective for 96% of Marketers. 

(Source: Small Business Trends)

  • Blogging can bring 126% more leads to a small business than companies that don’t use it.
  • 61% of online buyers are more likely to purchase if a blog recommends the product or service.  
  • Companies that post 16 or more blog posts a month get 3.5 times more traffic than those between 0–4 posts. 

Content marketing statistics reveal more fascinating facts on its results.

10. In 2020, 61% of Companies Believed Updating Old Content Is the Most Effective Tactic.

(Source: Semrush)

  • Social media engagement has a 60% effectiveness rate at the ToFu stage (top of the funnel), the first impression users get of your business.
  • Additionally, email marketing at this stage is 54% effective.
  • To learn more about a brand or product, 81.3% of buyers search for its official website. 

Content marketing effectiveness has more to show, too. 

11. 60% of B2B Marketers Use Web Traffic to Measure Results.

(Source: Demand Metric)

  • The most common success measurement among 81% of marketers is conversion rate.
  • 80% of marketers measure results by website traffic.
  • Social media analytics are next, used by 79% of B2C marketers. 

What more can the marketing industry show us? 

Laptop displaying analytics tool

Content Marketing Industry Statistics

A better understanding of the industry can help us evaluate the importance of content marketing. 

12. 62% of Organizations Outsource Their Content Marketing.

(Source: Demand Metric)

  • Getting a new customer costs about 15% less with content marketing than paid channels. 
  • Businesses relying on subscriptions can expect a 5%–10% increase in retention rates with content marketing. 
  • In 2020, there was a 10% decrease in businesses outsourcing content marketing. It shows a preference for in-house teams. 

So how can content marketing help with brand awareness?

Content Marketing Stats

Let’s go over more stats related to content marketing.

13. 94% of Marketers Use Social Media for Increasing Brand Awareness. 

(Source: Small Business Trends)

  • Websites with blog content receive 55% more visitors. Plus, blog content can be super simple to upload with a website creator
  • Updated older blog posts are three times more likely to be successful. 
  • 75% of content marketers plan to increase their branded content. 

But what do consumers think about content marketing? 

14. 80% of Users Appreciate Learning About a Business Through Content Marketing.

(Source: Demand Metric)

  • 84% of consumers expect brands to produce content. 
  • Content marketing budgets are also increasing, with 47% of organizations spending over $10,000 a year on marketing overall. That’s a 9% increase from the 38% in 2019.
  • COVID-19 forced 94% of marketers to change their strategy in 2020.

What else can marketing stats show us?

15. 92% of Marketers See Content Creation as a Business Asset.

(Source: ZoomInfo Technologies)

  • A mere 18% of content marketers think their organization has the technology to keep up with content marketing.
  • 66% feel they need more training on how to best use technology for content management.
  • 46% of marketers plan to include Facebook videos in their marketing strategy in the next year. Also, 48% intend to try Youtube for their content efforts. 

But we shouldn’t just focus on marketing for the public. 

B2B Content Marketing Statistics

Business-to-business marketing plays a key role in organizations’ success. 

16. 87% of B2B Marketers Use Email for Content Marketing.

(Source: Small Business Trends)

  • 86% of B2C (business to consumer) marketers also use content marketing.
  • 79% of B2B marketers say educating their audience is a top priority.
  • 71% of B2C marketers say their organization needs a proper content marketing strategy, but only 33% have a documented strategy. Monitoring your analytics has never been so easy with features like Wix analytics.

Understanding B2B is essential, so what else should you know?

17. 75% of B2C Content Marketers Think Their Businesses Content Marketing Is Successful.

(Source: Small Business Trends)

  • 94% of B2C marketers choose social media as their ideal marketing channel
  • Also, 80% prefer blog-style posts and short articles. 
  • 43% of B2B markets report on their content marketing strategy. 36% lack a documented strategy.

But that’s not all. Content marketing growth statistics reveal more on B2B strategy. 

18. 86% of B2B Marketers Put Brand Awareness as Their Top Goal.

(Source: Small Business Trends)

  • 75% of B2B marketers use blogging, compared to 61% of B2C companies.
  • Only 51% of B2C marketers measure their content marketing ROI.
  • 89% of highly successful B2B businesses in content marketing are incredibly committed to their content goals. 

Now, let’s look at the essential stats coming from one of the industry’s experts. 

A woman writing in a notepad and working  on a laptop

Neil Patel on Content Marketing

Forbes includes Neil Patel in the industry’s top ten marketers. Let’s see the stats he thinks all marketers should know.

19. 60% of Marketers Produce One Piece of Content a Day. 

(Source: Neil Patel Digital)

  • 78% of chief marketing operators (CMOs) see custom content as the future of the industry.
  • On average, B2B marketers apply 13 marketing tactics. 
  • For 72% of marketers, branded content shows better results than magazine ads.

What else can Neil Patel tell us about content marketing statistics? 

20. 82% of Marketers Report Positive ROI With Blog Posts.

(Source: Neil Patel Digital)

  • 49% of marketers are learning how to push content that aligns with their buyers’ journeys.
  • 91% of B2B marketers turn to LinkedIn for content distribution.
  • 28% of marketers want to learn about podcasting. 

Let’s see how non-profits stand in the market.

Nonprofit Content Marketing Statistics 

Is content marketing a winning strategy for nonprofit organizations? 

21. There’s a 25% Open Rate for Nonprofit Email Marketing. 

(Source: Ironpaper)

  • The most effective nonprofit marketers spend 32% of their budget on content. 
  • Nonprofit email campaigns have a click-through rate of 2.76%
  • The average soft bounce rate for email campaigns in the nonprofit industry is 0.49%. 

But what can we learn about content marketing and sales?

Content Marketing Ecommerce Statistics

There’s a wide misconception about the marketplace. 

22. Amazon Holds About 43% of the US Online Retail Market.

(Source: Convince & Convert)

  • That leaves 57% of the market open to other retailers and brands. 
  • Americans spend about $409 on a brand website and $488 at a marketplace like Amazon.
  • But according to on-site visits, 74% of shoppers went to a brand website, whereas only 54% visited marketplace sites. That’s why businesses need to ensure a good click-through rate.

We now know how marketers use content to drive results, but what effect can users have on content distribution?

User-Generated Content Marketing Statistics

User-generated content (UGC) is any form of content shared by users. It can be leaving a review, comment, or sharing a site on social media.

23. 92% of Shoppers Look for Referrals From People They Know. 

(Source: EveryoneSocial)

  • Recommendations from known sources are more trustworthy than any advertising for 84% of users
  • User-generated content influences the purchasing decisions of 79% of shoppers. 
  • Millennials distribute more than 70% of UGC. Also, 50% of them trust it more than branded content. 

But that’s not all. 

24. Word of Mouth Brings Twice as Many Sales as Paid Advertising.

(Source: EveryoneSocial)

  • Statistics on marketing show 74% of buyers turn to social media for an informed purchasing decision.
  • UGC is more memorable for 35% of millennials compared to other content. 
  • Despite all the statistics, only 16% of brands have a UGC strategy.

UGC is here to stay, so brands need to get on board to remain relevant.

Wrap Up

Content marketing statistics help us understand how the market is changing with the fast-growing technology.

Content is no longer a one-way street where marketers choose what to send out but rather an open discussion on a global platform with all users.

Social media and the age of quick and reliable information aren’t going anywhere. That’s why brands need to prepare, strategise, and embrace changes if they want to stay relevant.


Is content marketing effective?

Content marketing is the most effective form of marketing, especially since traditional marketing no longer works in our technological society. That’s why marketers need awareness of their place in the industry and the changes that drive it. They should know how to convert content into sales while keeping brand awareness in conjunction with their goals.

Are you wondering how content marketing drives sales?

Content marketing differs from traditional media in that brands can tailor content to their users, monitor their behaviour, and report the results. Brand loyalty is a real thing. If customers know what to expect and the content is directly targeted, that generates a returning customer base. 

What’s the value of content marketing?

The biggest asset content-driven marketing can bring is invaluable customer relationships. Marketing is no longer a one-way street of information but rather a global platform where companies and users interact, build content and learn from each other. Content marketing statistics show the value of a long-term strategy for your customer base.