CONTENT MARKETING STATS TO GET YOU STARTED
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The McCarthy Group, Millennials: Trust & Attention Survey, 2014.
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Anatomy Media, Millennials At the Gate, Fall 2016.
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Meaningful Brands, Insights, 2017.
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Forrester, Marketing and Media Efficiency Outcomes Drive Content Marketing,
2015. (paid)
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DemandGen, 2016 Content Preferences Survey. (gated)
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DemandGen, 2016 Content Preferences Survey. (gated)
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CMO Council, How BtoB Content Impacts Customer Thinking and Buying
Decisions, 2013.
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BrightEdge, Organic Search Is Still the Largest Channel, 2017. (gated)
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CMO Council, How BtoB Content Impacts Customer Thinking and Buying
Decisions, 2013.
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Conductor, Web Visit Channel Distribution, 2014.
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Aberdeen Group, Crossing the Chaos: Managing Content Marketing
Transformation, 2013
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Aberdeen Group, Crossing the Chaos: Managing Content Marketing
Transformation, 2013
22
Forrester, Marketing and Media Efficiency Outcomes Drive Content Marketing,
2015. (paid)
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Aberdeen Group, Crossing the Chaos: Managing Content Marketing
Transformation, 2013
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DemandGen, 2017 B2B Buyer's Survey Report.
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CEB, The Digital Evolution in B2B Marketing, 2012.
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Aberdeen Group, Crossing the Chaos: Managing Content Marketing
Transformation, 2013
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ICMF, ICMF Barometer: The State of Content Marketing Internationally, 2016.
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Hubspot, State of Inbound 2017.
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Kapost & Eloqua, Content Marketing ROI.
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Kapost & Eloqua, Content Marketing ROI.
Traditional advertising has lost effectiveness
84% of millennials don't trust traditional ads,
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and
67% have installed ad-blocking software.
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Customers are hungry for content
• 84% of people expect brands to create content
that provides solutions and tells stories.
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• The average person consumes 11.4 pieces of
content before making a purchase decision.
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• More than half (51%) of buyers rely on content
to research their buying decisions.
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• 95% are open to considering vendor-related
content as trustworthy.
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• 87% of B2B customers say online content has a
major or moderate impact on vendor selection.
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Content helps companies get found
• 93% of online experiences
begin with a search engine, and as many as
80% of users ignore the paid ads and focus on
the organic results.
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• 59% of B2B customers share online content
with at least 25 peers and associates.
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• Organic search accounts for 64% of web traffic.
Paid search accounts for just 6%.
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Content generates leads
• 57% of marketing leaders saw top-line benefits
such as increased sales or revenue from content
marketing.
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• The average website conversion for companies
that use content marketing is nearly six times
higher than for companies that don't (2.9% vs.
0.5%).
21
Content increases engagement
• The average click-through rate on email
marketing is 1.6% higher (3.4% vs. 1.8%) for
companies that use content marketing than for
those that don't.
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• The conversion rate from the marketing
response to MQL is 6.6% higher (7.6% vs. 1.0%)
for companies that use content marketing than
for those that don't.
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Content empowers sales
• 89% of B2B buyers stated that winning
vendors "provided content that made it easier to
show ROI and/or build a business case for the
purchase."
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• B2B buyers get more than halfway through
the purchase decision (57%) before engaging
a sales rep.
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• 37% of companies report that leads from
content marketing are of higher quality.
26
• 82% of US executives say that they use
content marketing to support the purchase
stage of the funnel, including stimulating
purchases and supporting sales.
27
• 29% of marketers use content for sales
enablement.
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Content reduces marketing costs
• Content marketing costs 31% to 41% less than
paid search, with larger organizations seeing
greater savings.
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• Content marketing reduces the cost per lead
by 80% in the first five months.
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