75+ Content Marketing Stats Every Marketer Needs To Know

Inside this article
Content Marketing in 2021 Measurable Impacts of Success Content Marketing The Best Types of Content The Best Content Marketing Channels and Strategies 5 Key Points The End Results

Content marketing is a practice as old as America itself. Believe it or not, Benjamin Franklin used content to promote his printing business in 1739.

Today, some 300 years later, technology allows us to access more content than ever. Content marketing is hugely popular and hugely effective, which is why we’ve put together this huge list of 80+ content marketing stats for 2021.

So how can businesses make the most of the growing demand for content?

To be clear, content marketing doesn’t involve traditional paid advertising. Content marketing advertises your brand by providing value to the viewer for free (through content).

Perfecting your content and strategy can be difficult … but don’t worry! Our data-driven guide will give you detailed information on all aspects of content marketing.

Without further ado, here are over 80 content marketing stats!

Content Marketing in 2021

First, let’s take a look at the overall state of content marketing.

How popular is the content? What is the potential scope of content marketing efforts? And what are industry marketers saying in 2021?

1. Content marketing is worth over $ 400 billion

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Make no mistake – content marketing is big business.

The industry has a seismic valuation of around $ 400 billion in 2021. Content marketing will only increase as more people join the internet and marketers create more content to meet the needs of this growing audience.

By the way, how many internet users are there?

2. 59% of the global population is online in 2021

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There are well over 4.6 billion internet users in 2021. This means that 59% of the world’s population is on the internet!

It’s pretty mind-boggling and proves that online content can potentially reach huge audiences.

4.33 billion users access the internet via a mobile device, and 4.2 billion internet users are present on social media sites. These stats should stay fresh in the mind of any content marketer looking to maximize the effectiveness and reach of their content.

3. Customers appreciate great content

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Customers find a lot of “value” in branded content, and this word should be at the heart of a company’s content strategy

Content can serve customers with information and knowledge without making them feel like they are proposing a sale, and this can have positive impacts on revenue later on.

Having a strong content strategy can make the difference between a customer choosing your brand or a competitor. According to a study, 61% of customers say they prefer a brand that has a “content presence”.

The theme is the same in the B2B sector. DemandGen found that 95% of B2B customers believe content helps them trust a company.

4. Marketers invest significant resources in content

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Most companies now invest in a content marketing strategy. Not surprisingly, given the benefits of serving such a thriving (and willing) online audience.

Businesses are investing in content marketing more than ever right now. In fact, 25-30% of the company’s average marketing budget is spent on content marketing in 2021, and 24% of marketers plan to increase their content spend in the future.

A recent increase in online usage and the growing value of content marketing tactics are two factors that are driving the industry’s massive growth.

5. Most Internet users are young adults

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So let’s break it down … What kind of people can you target with your online content?

Most of the online users are young adults. 50% to be exact and 32% of these young adults are between the ages of 25 and 34.

Content aimed at an older audience tends to be more niche online. Middle-aged and older users aren’t that common online, but that doesn’t mean you can’t see huge results when you reach out to these people!

Whatever demographics you target with content, it pays to please an American audience from time to time. 26% of adults in the United States are “almost always online”.

6. The narrative content is the most successful

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Whoever marketers and businesses choose to target content, they must use their voice to tell stories. This is a defining feature in most of the top performing content marketers.

Stories are all around us and building one for your brand through content is extremely important. People also love to hear stories, whether it’s the story of a business start or the narratives embedded within specific content.

In a survey of UK citizens, 80% of people said they prefer brands that tell stories with their marketing materials. This is a crucial element of great content.

7. Content builds brand credibility

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Customers trust content. This is important to remember, because the same cannot always be said of traditional advertising and marketing methods.

People trust content because it provides a reliable source of information and doesn’t send products or services to potential customers.

The trust people place in your content translates into trust in your business. Building this credibility is really important if you want a loyal customer base.

The best content marketers notice this effect more than others – their content delivers more value to people, is trustworthy, and this boosts a brand’s reputation.

That’s why 96% of top-performing content marketers believe their content creates viewer credibility (CMI).

8. Content marketing is the key to a global marketing strategy

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Content matters. Never forget it!

Content marketing is effective and can provide a multitude of solutions to both businesses and customers.

The benefits of content marketing are tangible, which explains why 60% of marketers rate content as “very important” or “extremely important” to their marketing strategy.

9. What skills do content marketers need?

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Content marketing requires a diverse mix of skills to achieve success.

Marketers consider social media marketing knowledge as the most important area of ​​expertise, while search engine optimization and the ability to implement a business strategy are also important for content marketing success.

10. What defines success in content marketing?

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What traits are common among those who are successful in content marketing?

The use of metrics to measure success and a decisive response to the COVID-19 pandemic are two factors that have defined content marketing success over the past year or so.

Editorial calendars have also been used by most successful content marketers.

These practices were less common among unsuccessful marketers. In fact, only 21% of unsuccessful marketers use a content marketing strategy, which is part of the reason why so few of these marketers have a sophisticated content marketing campaign.

11. Content marketing needs clear goals

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In Semrush’s research, “generating quality leads” was the number one goal for content marketers.

This is more important now than it has ever been, while driving traffic and increasing brand reputation are two other important benefits that marketers are targeting with their content.

In a separate Content Marketing Institute study, B2C marketers cited “brand awareness” and “build credibility / trust” as their two biggest content goals, with 81% and 76% of marketers citing respectively these goals.

These goals became important among B2C marketers, while only 52% of B2C content marketers aimed to “generate leads”.

The presence of B2B marketers in Semrush’s study suggests that lead generation is more important to B2B marketers, while reputation is the biggest attraction of content in the B2C industry.

12. How common is a B2C content marketing strategy?

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73% of B2C marketers use a content marketing strategy. These marketers could be part of an agency or a marketing team within a business.

This strategy isn’t documented for 31% of marketers, while another 28% of respondents don’t have a strategy at all.

It’s risky, given what we know about the importance of a sophisticated strategy for content marketing success. By the way, how sophisticated are marketers’ content strategies?

13. Complex strategies are popular with successful marketers

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Semrush found that most marketers are still learning the basics of content marketing.

Only 20% of content marketers have an “advanced” strategy, however, you can guarantee these marketers will see the best results.

14. Content marketing faces some challenges

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Generating enough leads is the main struggle for 51% of marketers, while getting the desired amount of traffic is a struggle for 47% of marketers.

Hitting your desired target audience is another big challenge, as is SEO and finding relevant ideas for new content.

In another study, 60% of content marketers found it difficult to produce adequate content consistently, which is supported by some of the challenges listed in Semrush’s survey.

15. COVID-19 has inspired some adjustments

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Content marketers have had to respond to the COVID-19 pandemic, both in terms of how they run their organizations, and in terms of the type of content they produce.

The main change reported among B2C marketing organizations has been an alteration in messaging and targeting.

The sensitivity of the COVID-19 pandemic has demanded a more comforting and empathetic voice from businesses. Organizations have also placed a greater emphasis on building online communities, while promotion strategies have been changed by 46% of B2C marketers.

16. COVID-19 will have long and short term changes

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85% of organizations have made short-term changes in response to the COVID-19 pandemic. Many companies are preparing to live with COVID-19 for the foreseeable future as well. 57% of B2C marketers have made long-term changes to the way they operate.

9% of marketers were unsure of the changes their organization made. These marketers may simply not know what changes have been made or their organization may not have quite a response to the pandemic.

Measurable Impacts of Content Marketing Success

Next, we’ll take a look at the measurable impacts marketers can expect when employing content marketing tactics.

Traffic, engagement, ROI. How does content marketing affect these key success metrics?

17. Content increases traffic and backlinks …

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Content increases the ability of any website to receive search engine traffic. It achieves this, in large part, through backlinks.

A page receives backlinks when other online content refers to that page via a link. This could be a blog post that links to your content due to a point you made or a research you submitted.

Collecting backlinks places your content, website and business as a “trusted” source of information. All of this will index your website on search engines. The more backlinks on your site, the more chances a site has of ranking higher in search engines.

Top-tier websites receive more Internet traffic. This ultimately increases the number of leads a business can generate.

18.… And increase engagement and contacts

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Marketers agree that content marketing improves people’s engagement with a company and its marketing materials.

This means that people are more interested in your brand and your content – they are more likely to read, watch or interact with whatever material your business is producing.

Greater engagement leads to an increase in the number of leads …

19. Content is a great return on investment

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The “return on investment” that companies can see from content marketing is astounding. This is because it costs less than other methods and can return a lot more leads.

According to First Page Sage, a well-executed content marketing strategy returns, on average, $ 984,000 in profits for businesses and marketers.

This good return explains why 98% of B2B marketers believe that the performance of their marketing content justifies the cost (Walker Sands).

20. Great content creates returning customers

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Remember we mentioned how content can build trust, credibility and awareness among people? These benefits don’t just materialize in the form of new contacts. Content marketing also generates loyalty among existing customers.

Tiger Fitness found that the majority of its customers returned as a result of its content marketing strategy.

This is a recipe for success, which provides consistency and longevity for a business’s revenue.

21. * Site traffic is also unique

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Content marketing not only promotes returning customers, it also gathers unique viewers. This is why content can generate so many new leads.

The best marketers can regularly get new visitors to their site. This can only have a positive impact on the success of a business / brand.

22. Content converts

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When it comes to the final stages of the buyer’s journey, content marketing increases a customer’s likelihood of making a (converting) purchase.

The credibility of a brand’s content can inspire customers to trust brands with their purchase. Customers are confident they will receive a great product, thanks to the experience and value your business has already demonstrated.

An increase in traffic, leads and conversions with a fantastic return on investment results in an overall increase in revenue and profits.

In other words, content marketing can have a huge impact on the success of your business!

The best types of content

In section 3, we’ll take a look at specific types of content. What types of content are there? What impacts can they have? And what are the best practices when using them?

23. What are the most popular types of B2C content?

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B2C marketers prioritize blog posts and short articles over any other form of content.

83% of B2C marketers use blogs and articles, while 74% of B2C marketers send newsletters via email. Pre-produced videos have also been highly rated, for the level of engagement and impact they can generate.

Live streaming video content has seen the highest year-over-year increase in any category. 35% of B2C marketers streamed live in 2020, a significant increase from 13% of marketers the previous year.

Live streaming wasn’t the only form of content that provided a real-time social contact element between brands and customers. More B2C marketing professionals are now using virtual events, webinars and online courses, increasing from 27% to 39% in 2020.

Predictably, in-person events have declined for B2C agencies, from 50% in use in 2019. Only 37% of marketers hosted in-person events in 2020.

24. What are the most popular types of B2B content?

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It’s a similar story for B2B marketers, although there are some notable differences.

Blogging content is even more common among B2B marketers, as is the use of case studies (68%) and webinars / virtual events / online courses (67%). These have seen a jump in usage among B2B marketers, up from 57% in 2019.

B2B agencies rely more on corporate events in person and, as such, have seen a bigger decline here. 73% of B2B marketers used in-person events in 2019, which dropped to 42% in 2020.

Live streaming went from an insignificant 10% in 2019 to being used by 29% of B2B marketers in 2020.

Elsewhere, e-books, guides, white papers, and long-form content are more commonly used by B2B marketers than B2C. This indicates the industry’s need to provide comprehensive amounts of information to potential customers and partners.

25. What types of content are shared the most?

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If spreading the word about your business as far as possible is the goal of your content strategy, then infographics represent the best possible return.

Infographics are shared more often on social media than any other type of content. Price lists also receive a lot of shares, as do various other types of blog-style informational content.

26. What are the most engaging types of content?

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So, infographics are shared the most, but what types of content receive the best overall social engagement? This means views, interactions, likes, shares and comments.

HubSpot has found that images, such as infographics, graphics, and photography, get fantastic levels of engagement.

Videos also perform well overall, and text-based social media posts are the third most engaging form of social media content.

27. Publishing original research is the key to growth

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Another thing that is becoming more and more important from year to year is original research. According to content marketers, using original searches in content almost always returns results.

Original research is new research collected by a content creator or organization that is used to create the content, rather than borrowing information from various other sources.

This could be a study or a survey. Poll-based publishing is the most common form of original research, conducted by 65% ​​of marketers (BuzzSumo).

Going that extra mile to gather data places a brand as an innovator, solidifying its position as a credible and expert source of information. This generates a lot of backlinks, which is why original content returns such great results.

In fact, 94% of marketers believe original research increases a brand’s authority.

28. The state of blogs in 2021

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Blogs are everywhere. If you haven’t already guessed, they are very important to customers and marketers.

Blogs are very popular among Internet users. 80% of online users read them and in total there are over 500 million blog posts.

29. Blogs continue to generate traffic

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Blogs drive organic traffic to a website more than any other form of content. They typically receive more backlinks than other types of content and this results in greater brand awareness.

All of these benefits work to generate leads for your business. Blogging, in particular, can increase lead generation by 67% every month.

30. What is the perfect blog length?

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What length of blog content should businesses create? The average blog post is only 1,269 words long, so there is definitely a market for shorter blogs. However, research suggests that longer content is often the best way to inform an audience and drive engagement.

According to one study, long-form content and shares go hand in hand, with blog posts between 3,000 and 10,000 words getting the most.

Long-form articles are comprehensive resources that cover topics in depth. That is why they are shared between the parties. It’s also why long-form content can generate 9x more leads than shorter forms.

31. How often should you post on a blog?

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This is a fairly common question in 2021: how often should you post?

The answer may be different for each social media platform, but when it comes to maximizing search engine traffic, the results are fairly consistent across websites.

Somewhere between 3 and 5 posts a week is the sweet spot. Bloggers can get a big boost in organic traffic and brand awareness within this range.

32. Add visual content to your blog

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Adding visual elements to your blog, whether it’s video, interactive content, or infographics, will improve the effectiveness of your blog’s informative content.

65% of people respond best to visual information, so it’s a good reason images help people learn and keep what you have to say.

Visual content is still underused on blogs. Venngage revealed that only 49% of marketers use visual content on their blog or website. That’s surprising, as it’s a proven tactic for improving content quality.

33. Infographics are essential for creating educational content

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Speaking of visual content and blogging, infographics are the perfect visual medium for informational content.

Infographics increase readability by 80% by presenting information clearly and concisely. Ultimately, people follow the instructions much better with the help of infographics.

Marketers who use them see the results. 84% of marketers say they find Infographic “effective” (Infographic World).

34. Use color in infographics

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Adding a pop of color to your infographics isn’t a bad idea either. This will take your infographic to the next level.

Colorful infographics grab the viewer’s attention, and color increases information retention once the viewer reads the content of the infographic.

It works like a colorful poster that commands your gaze. The eye-catching and colorful designs stay in the mind, in which case avoid black and white infographics!

35. Everyone loves video content

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Wyzowl’s research demonstrates the value of another form of visual content, video, which has arguably seen the greatest growth in recent years.

We have seen the rise of online streaming platforms such as Netflix and Amazon Prime Video, while YouTube has strengthened its position as the largest video streaming platform. This upward trend means that video is already the dominant form of internet traffic. By 2022, video will account for 82% of all internet traffic.

Internet users and marketers can’t get enough of videos because they are super engaging. It’s certainly one of the most engaging forms of content, and new technologies (such as virtual reality and interactive video) suggest that this theme won’t change anytime soon.

36. Video provides excellent ROI

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Marketers unanimously agree that video boosts performance across a range of metrics, from time on site to lead generation and sales.

Video can increase organic traffic by 157% and user time on site by 105%, while video can double conversion rates over non-video marketing methods.

Tangible increases in traffic encourage more leads and this creates a revival in revenue.

In other words, the ROI of the video is pretty amazing, and you’re missing out on a lot of potential benefits if it’s not part of your content strategy.

37. What types of videos do marketers use?

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How-to videos are used by marketers more than any other type of video content. This is consistent with almost any other form of content – informational materials are prioritized by marketers and users.

People love to watch how-to videos. Explainers can convey a lot of information to the viewer in a short amount of time.

Branded videos explaining products or services are the perfect form of explanatory video to use. Wyzowl’s study found that 96% of users look at explanations when they want to learn about a product / service.

Social media videos are another popular form of video for marketers, while presentations are a great way for B2B companies to generate leads.

38. Short format video is best

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The short format video is favorable in 2021.

Evidence of this trend can be seen in the growth of short video platforms like TikTok, YouTube Shorts, and Instagram Reels.

People demand faster, more digestible forms of video content. This means that companies should get their message across as quickly and efficiently as possible. Doing so will engage and retain viewers much better than longer videos.

Two-thirds of consumers say they prefer short videos when they learn about the products. It is so important that companies get the message across in less than 90 seconds. Achieve this and you should see great results!

39. Video increases click-through rate

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Calls to action (CTAs) have a greater impact when used in videos. Engagement created by video content means that viewers will often interact with a CTA.

This is a great read if you are a social media marketer. Story platforms and short video platforms, like the ones mentioned above, are the perfect locations to enter CTAs.

Instagram Stories, for example, has a ton of features that allow you to insert interactive “swipe up” messages into your videos. When videos are shorter, more viewers are retained, meaning more potential customers see your call to action.

40. Live streaming continues to grow in popularity

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We mentioned the increase in live streaming during the COVID-19 pandemic. Well, here it is in numbers. The industry has seen incredible growth in 2020!

It is this growth that has driven the live streaming market to a mammoth valuation, which is expected to reach $ 247 billion by 2027.

During a global pandemic, live streaming has allowed brands and viewers to interact digitally with each other, somehow filling the void of social interaction felt by those in isolation.

The social aspects of live streaming are a key benefit for marketers. 79% of marketers say the form creates an “authentic interaction” between the streamer and the audience (GO-Globe).

The industry has also benefited from the increase in user downtime and the use of social media. However, live streaming was expected to see a significant increase, even before the COVID-19 pandemic.

This is because live video is more immersive than static video. Live streaming video can grab the viewer’s attention 10 to 20 times longer than standard pre-recorded video.

41. The quality of the live streaming video is important

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The quality of your live stream is very important and I’m not just talking about the content . Viewers will abandon your stream if the image quality or frame rate of the live video is poor.

I understand this can, at times, be out of your control – the live streaming platform may be poorly optimized for loading / streaming efficiency, or the user’s connection may be preventing them from getting a good quality stream.

But there are things you can do to reduce the chances of hosting a bad quality stream.

Make sure your internet connection is fast and reliable. Choose a high-profile platform (like the ones mentioned above) and invest in quality equipment. That means buying a high definition camera for your business or agency!

42. Podcasts are exploding

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Podcasts have seen tremendous viewership growth over the past decade or so, largely thanks to the accessibility of video / audio streaming platforms and the rise of famous creators.

55% of US consumers say they hear (or have listened to) a podcast. Podcast listeners are also generally younger, which makes this popular form a great way to target teens and young adults.

In 2021, 56% of podcast listeners were between the ages of 12 and 34 (Edison). The share of viewers in this age group is also growing, up from 49% in 2020.

About 39% of viewers are between the ages of 34 and 54, which means there is still a market for podcasts aimed at middle-aged listeners.

43. Podcast listeners act differently

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People listen to a podcast differently than they would normally read an article or watch a video.

Podcast listeners will only sit on the entire podcast 52% of the time. It’s not necessarily because they don’t like the content. Podcasts often last over an hour, and users may only want to listen to a portion of the podcast at a time.

The answer to this trend may also lie in the environment in which users listen to podcasts. Audio content allows users to listen on the go. According to a study, 22% of people listen to podcasts while driving (Podcast Insights).

This means that key topics and messages should be clearly covered in the podcast, preferably during the first half. The start of your podcast should also be more engaging.

44. Podcasts need to start strong and grab attention

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Kick off your podcast with a bang. Mention a really interesting topic or something hyper-relevant to the audience. People generally switch between podcasts before committing to the best option.

This means you really have to “sell” your podcast for those first 5 all-important minutes. You could also give the audience a quick rundown of everything you’ll cover in the podcast, which should help get many users to stay.

45. Most webinar registrations occur just before the event

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Webinars typically receive an increase in registrations in the days leading up to the event.

According to Wyzowl, 62% of marketers use webinars, and 91% of those marketers believe webinars are successful. Webinars work flawlessly, leading 20-40% of attendees to become leads and around 2-5% of viewers to make a purchase.

If so, taking advantage of the registration process to maximize your webinar audience is important for getting the best results.

Marketers using webinars should extend their promotion cycle beyond 2 weeks before the webinar. GoToWebinar data suggests that promoting early signups could benefit businesses, while sending event reminders on the day could lead subscribers to tune in.

A third of users watch the webinar rerun, so make sure your webinar content is reviewable at a later time. For example, don’t make too much reference to the date or time.

46. ​​White papers are great at the start of the buyer’s journey

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White papers are a widely used form in B2B marketing and are a great way to explain a product or service in depth.

According to one study, 76% of readers use white papers to learn new information. On a side note, 78% say that a good white paper should not feel like a marketing resource, so keep the “salesy” language to a minimum.

White papers are perfect for the early stages of the buyer’s journey, as are e-books. Assessments are perfect for the middle of the sales funnel, while case studies represent the best value for late-stage buyers.

47. Interactive Content Has a Huge Impact on Marketing Efforts

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Interactive content is any piece of content that promotes user action, rather than passive consumption. Interactive content could be a quiz, an interactive social media story, a 360-degree video, or an interactive infographic.

Interactive content is impactful because of the level of engagement that it promotes. That’s why it gets twice the conversions of static content.

48. What Types of Interactive Content Are Most Popular?

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What types of interactive content are prioritized by marketers? 52% of them are using interactive infographics.

These boost the value of your content by making visual learning more engaging, which increases the amount of information readers are likely to remember.

Marketers also use interactive brand contests, to maximize reach and engagement, while quizzes are another popular form of interactive content.

Quizzes are easy to create and can be hosted through platforms like Instagram Stories. They’re super-engaging, with an average conversion rate of 50%!

49. Interactive Content Works Across the Buyer’s Journey

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According to a study, 93% of marketers rate interactive content as “effective.” Its impact is driving greater adoption amongst marketers. In a separate survey, 88% of marketers said they plan to make at least 10% of their content interactive within 2 years (DemandGen).

As more marketers begin to use interactive content, it helps to know how (and when) to use it. CMI’s research shows that contents and quizzes are great for early-stage buyers, while calculators are a good middle-stage form, and configurators work well in the late-stages of the buyer’s journey.

The Best Content Marketing Channels & Strategies

You’ve had a look at some of the most important forms of content. Now, where should you publish your marketing materials?

In this section, we’ll be looking at the best places to post, along with all of the best tactics and strategies to boost the effect on each channel.

50. What Channels Do B2C Marketers Use Most?

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Valuable research from the Content Marketing Institute shows the places where marketers love to place their organic content. In the B2C sector, social media and search engines are the 2 most effective platforms for marketers.

Email marketing was used by 76% of respondents, while third-party publications are used by just 28% of marketers to distribute content.

51. What Channels Do B2B Marketers Use Most?

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Social media is the most common organic platform amongst B2B content marketers as well, used by 89% of respondents.

Email marketing is the second-best channel in the B2B sector, and websites / blogs are the third best place to publish content. These 3 platforms are all employed by the vast majority of respondents.

Notable decreases include the use of third-party publications, which has fallen from 48% to be used by 38% of B2B marketers throughout 2020. Media / influencer relations were previously used by 34% of marketers, but today that figure stands at just 24 %.

52. Paid vs Unpaid Channels For Content Marketing

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Are marketers generally distributing paid content or organic content? In other words, are marketers paying to display ads or are they releasing free community-led materials?

72% of B2B and B2C marketers used paid channels in 2020. This has fallen compared to previous years. 85% of B2C marketers used paid channels in 2019.

The data shows that organic content is becoming more important – valued by both consumers and marketers alike.

Amongst those marketers that have used paid channels throughout 2020, social media platforms and search engines remained the 2 biggest places to publish paid content.

Sponsorships are the third most common paid channel in B2B, while banner ads are employed by 50% of B2C marketers.

53. Which Organic Socials Do B2C Marketers Use?

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Social media is the most important channel for marketers, though B2B and B2C marketers find value in different social platforms.

B2C marketers prioritize Facebook over any other social media site. Facebook’s monumental reach and varied media forms provide the perfect vehicle for marketing content.

Instagram is incorporating modern video elements to build on its impressive influencer culture. B2C marketers are using Instagram more than ever, with 81% of marketers using it in 2020, compared to 74% in 2019.

YouTube has strengthened its position as the biggest video streaming platform for marketers. 72% of B2C marketers used it in 2020, compared to 62% in 2019.

54. Which Organic Socials Do B2B Marketers Use?

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The favored social media channels are completely different for B2B marketers. Facebook is used by 82% of B2B marketers, but the dominant social platform is LinkedIn. 96% of B2B content marketers used LinkedIn in 2020.

Twitter is more popular among B2B marketers, too, while YouTube has seen the biggest rise in the sector. YouTube was used by 53% of B2B respondents in 2019, yet this figure rose to 62% in 2020. Another signal of video’s continual growth.

55. Online Communities Are Great for Content Marketing Strategy

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Building “online communities” on platforms can be a very important factor in the success of content marketing. With a larger following on a blog, social media site, or mailing list, marketers can instantly reach a large (and highly engaged) audience.

Promoting an online community should be at the heart of any business in 2021. 85% of marketers and community builders think branded online communities improve the customer journey while building trust (CMX).

CMI’s survey shows that more B2C marketers have built a community than B2B marketers.

This is due to the greater importance of community building in business-customer relationships, while creating a B2B community is more challenging. 31% of B2B marketers hope to build an online community in the future.

56. SEO is still one of the best tactics in content marketing

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What tactics do marketers use to get results?

Semrush found that marketers rate SEO as the most effective tactic when it comes to marketing with content. Search engine optimization has seen an increase in importance since 2019.

SEO is so crucial for content marketers because it allows a content or web page to rank higher in search engines.

95% of users only visit the first page of search results, while 50% of all clicks go to the first 3 results. Approaching the summit is therefore essential.

If you do it right, your content can get amazing results. SEO can increase traffic by over 1000% more than organic social media.

57. Google ranking factors in 2021

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Google is by far the largest search engine, with 90% of internet users choosing it in favor of alternatives. A look at Google’s algorithm should show us how to create top-notch content.

When optimizing for the Google search engine, keyword research is very important. Title keywords carry 22% of the weight of the algorithm, while the placement of the right keywords throughout the body and the headings of your content will add to this effect.

Posting consistently engaging content has the biggest impact on your Google ranking. Collecting backlinks to your website / webpage is also important, as is demonstrating competence in your niche.

Achieve these metrics when creating content for Google and you’ll be on top of the leaderboard in no time!

58. You need to optimize for voice search

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You shouldn’t even optimize your content for typed searches. Optimizing for voice search will future-proof your content on search engines.

55% of households will have a smart speaker, like Amazon Alexa, by 2022.

Many people already search using the AI ​​assistant on their smartphone. Knowing which keywords to include in your title and written content will help you reach this growing audience.

Google says 70% of voice searches with its AI assistant use “natural language”. This is in conjunction with the graph above, which shows that voice searches are often longer.

Voice searches also use multiple question phrases, so consider them in your keywords and tags. Moz noted a 135% increase in “who” searches, a 79% increase in “when” and a 75% increase in “where”, all thanks to AI assistants.

59. Optimize your website for speed

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Your website should be optimized for search, but it should also be optimized for speed.

Making sure your website loads quickly will prevent your page from losing engagements, leads and sales.

A slow loading site is a big problem for internet users. Most users will leave if your site doesn’t load in less than 3 seconds.

60. Where should your content go in the sales funnel?

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Marketers are creating / distributing most of their content to early stage buyers. This is purely informational content that hopes to force readers deeper into the funnel with its value.

This content can get a ton of engagements and views, prioritizing brand awareness for further anticipated earnings in the future.

61. The best days to share content

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Tuesday is the best day to post content on social media, which coincides with other studies.

Posting content on Wednesday sees the next best return, with a high number of shares, while users often engage with posts on Mondays as well.

The weekend isn’t usually a great time of the week to target your posts. People are busy on weekends and don’t interact with content nearly as much as during the week.

62. The best content management platforms

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Which content management platform should businesses use when building a website or blog?

WordPress is the largest content management platform, with a 65% market share.

40% of all websites use WordPress, which is a favorite of 18% of marketers (HubSpot).

The popularity of WordPress means it’s a good place to start, even if it’s not necessarily the platform of choice for bloggers. Tumblr is the largest blogging platform. It hosts nearly 500 million blogs.

63. Mobile optimization is the key

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A functional and responsive mobile site does a lot nowadays. Billions of internet users access websites on their cell phones. Making this experience as simple as possible makes content more accessible for mobile visitors and reduces site abandonment.

Responsive loading times and a clear and simple design will improve the user’s mobile experience of your business and content. This will only increase the effectiveness of content marketing strategies on mobile devices.

Optimizing a website for the mobile viewer can triple a brand’s chances of achieving mobile conversion rates of 5% or higher, but only 35% of brands have a mobile optimized site (Invesp).

64. Keep content posts on Facebook short

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Short posts perform best on Facebook. Companies that keep descriptions, captions, and external links shorter have the best chance of success on the platform.

If you post a picture or video, avoid vague language and unnecessary phrases. Let your content do the talking and you could see major increases in engagement.

65. Add a thumbnail for sharing on Facebook

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Adding a thumbnail to your post will also improve engagement. Article posts showing a thumbnail get over 3x more shares than Facebook posts without one.

Visual content grabs users’ attention and draws them to interact with your article. Posts can merge into a sea of ​​timeline updates if you’re not careful. Adding a thumbnail prevents this from happening.

Facebook can also choose a thumbnail for you when posting video content, making the process super simple. There is really no excuse not to use one!

66. Video (and live video) wins on Facebook

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Speaking of Facebook videos, it’s the best type of content you can post on the platform.

Video is one of the most engaging types of media, and on Facebook, video receives greater reach thanks to this higher level of engagement.

You can perform static video marketing using the Facebook Live feature. Facebook Live is a leading live video platform for marketers – it allows businesses to connect with a large audience through an engaging medium.

Whatever type of video you decide to use, be sure to add subtitles. According to Digiday, 85% of Facebook users watch videos without audio being turned on.

67. The most popular influencer marketing platforms

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Many marketers use social media influencers to distribute their content and advertising materials. This is called influencer marketing.

It is becoming more and more important among content marketers. As social platforms get bigger, more influencers are garnering bigger followers, which means marketing through these people is getting more impactful.

Sure, most influencer campaigns involve an ad or product placement. Some marketers, however, get results when they distribute content here or partner with influencers. It can be a great way to reach your target audience.

Instagram is currently the best place to find influencers, used by 68% of marketers. However, platform usage has dropped from 80% last year.

The biggest increase in the field was TikTok. TikTok’s record rise has seen it go from insignificance to be used by 45% of marketing influencers, backed by an army of popular creators.

68. Twitch and TikTok are emerging and worth watching

copy-of-outline --- content-marketing-stats-pc - 68.pngData from the Upfluence influencer platform shows a significant increase in the number of Upfluence influencers on Twitch and TikTok throughout 2020.

After fairly substantial year-on-year increases, Twitch and TikTok were inundated with new influencers in 2020. Creators flocked to Twitch and TikTok after the COVID-19 blockade led to huge growth in the user base and views on both platforms.

TikTok saw the largest growth of 2. The number of influencers on TikTok nearly tripled in 2020.

69. The traits of a great TikTok

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Most content marketers aren’t sure about TikTok yet. The platform has huge potential to reach with a large number of influencers, but TikTok was not yet featured as a flagship platform in the CMI’s annual study.

This is certainly expected to change in the future, however, as TikTok can have a huge impact on marketing performance.

American beverage brand Ocean Spray earned 15 billion media impressions when content creator Nathan Apodaca (@ 420doggface208) posted a TikTok video while holding a bottle of the popular cranberry juice drink. Ocean Spray didn’t even have to pay for advertising!

To maximize the impact of TikTok content, businesses can implement a few different rules to increase content performance and engagement. TikTok’s stats mostly apply to ads, but ultimately the same rules apply to all content on the platform.

70. Promote your products on Instagram Stories

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It is in every content marketer’s interest to post content on Instagram Stories. The platform is very popular in 2021, with over 500 million active users every day.

The data suggests it’s a good idea to show flashing sneak peeks of products or services through Stories. By viewing an ad or content, over 58% of users were interested in the products in the Stories. Half of Instagram users eventually visited a brand’s website to make a purchase.

You should pair this type of story content with a regular posting scheme. According to a study, accounts that post up to 5 stories every day increase engagement rates and viewer retention (SocialInsider).

71. Colorful content for the Instagram feed

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90% of Instagrammers follow a business account through the platform, so satisfying this audience with good content is an important factor in a successful campaign.

In general, posting colorful content that grabs users’ attention is the best plan of action. A study by Social Media Labs found that colored images receive better overall engagement than black and white content.

This makes sense: the colorful images stand out on the Instagram feed and on the browse page. The more color you add, the better the effect; using bright colors can actually increase likes by another 18%.

72. LinkedIn Live is underrated

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There are more than 700 million LinkedIn members spread across over 200 countries, 90 million of which are senior level members, with over 55 million companies on the platform. It’s easy to see why LinkedIn is the most impactful social platform for B2B marketers.

And what better way to reach this huge audience than through LinkedIn Live? LinkedIn’s live video features are relatively new and for this reason have been little used among marketers.

All signs suggest the tide is turning, however, so expect to see LinkedIn Live become a key part of B2B marketers’ strategies over the next few years.

73. Link to information content

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LinkedIn is the number one trusted social platform, so it’s no surprise to see that informational content works better on the site.

Okay, that’s pretty much the topic of most types of content, but on LinkedIn, informational content is doubly important.

55% of business decision makers consume LinkedIn content before working with that organization, while 1 in 5 investors rate the platform as the best place to learn about something (LinkedIn).

This means that (if you want to be successful on LinkedIn) you need to create comprehensive content that competently covers your topic.

Slightly longer content should be perfect for this purpose. Posts between 1900 and 2000 words perform best on LinkedIn, receiving the highest level of engagement.

74. YouTube is essential for businesses

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YouTube is a great place to post your brand’s video content. It is the most popular platform among video marketers – 87% of them post branded videos on YouTube (Wyzowl).

YouTube is the largest video streaming platform in the world, and its huge user base watches more than 1 billion hours of YouTube content every day.

These users love to discover new products, services and companies while on YouTube. Businesses can expect huge rewards if they can grow a following and tap into the reach of the platform.

75. Post mobile optimized videos on Youtube

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Video content on YouTube must be optimized for mobile devices because the vast majority of users will be watching your videos on their smartphone, tablet or other mobile device.

The use of mobile devices is a prevalent theme in every corner of the internet, and the same goes for your YouTube content. Add lots of on-screen graphics and text to your videos and make sure your camera footage is always clear and easy to see.

This way it will appeal to a mass of mobile viewers, who will see great results!

76. Thumbnails and hashtags improve views

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Thumbnails and hashtags are 2 simple elements you can add to your YouTube posts, both of which will lead to better results.

The first of these elements is practically child’s play on YouTube. Almost everyone adds thumbnails to their YouTube posts. Thumbnails create intrigue, attracting people to view your post and this increases the ranking of your content.

YouTube’s algorithm also loves hashtags, which means that users can boost SEO performance by adding hashtags in their post description.

Adding related keywords here will increase the chance of a YouTube video hitting the “recommended” section. This is important because the majority of YouTube views occur in this area of ​​the platform.

77. Email still has a very good ROI

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Email content marketing is an extremely effective tactic. Guides, blogs, and newsletters can be great forms of content to send to your audience and increase brand awareness. When customers are interested, adding promotional material can result in a high return on investment.

There will be over 4.3 billion email users by 2023. The returns to be gained from this large audience have driven content marketers’ use for years. That’s why over 80% of marketers use email to distribute content.

78. Effective Email Marketing Tactics

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With email ROI in mind, what are the best tactics for generating engagement through email?

The most specific tactic for the content in the list is “dynamic content”. Dynamic content is content that offers a highly personalized experience for viewers as they interact.

This could mean modifying aspects of the content based on viewer preferences. While it’s only fifth on this list, make no mistake, dynamic content works wonders!

Personalizing your emails can also lead to fantastic results when distributing content. Custom subject lines increase email open rates by 50%, while mobile optimization will see returns as well.

On a side note, sending videos by email should also produce positive results. Adding video content to your emails can triple your click-through rates.

5 key points

To conclude, we’ll recap 5 key content marketing trends to keep in mind for 2021.

1. TikTok is one to watch

While TikTok has not presented itself as one of the most popular channels for marketers, expect this to change in the near future.

TikTok has appeared on the main influencer platforms of Influencer Marketing Hub, demonstrating the growing use of the platform and the close-knit community.

Influencers aren’t the only reason TikTok could be an important channel going forward. The platform prioritizes short format videos, which is popular with internet users right now. It is also very engaging.

TikTok will continue to add AR / interactive elements, and most importantly, the platform will continue to grow. Expect more marketers to use this channel once industry leaders start seeing results.

2. Build communities

Marketers need to prioritize building online communities in the future. Surprisingly, this isn’t a goal for some marketers, but it certainly should be.

The rise of social media demonstrates a prevalent theme: People are now using the internet to join online communities, not real-life ones. If so, building your online community should see huge results.

Of course, this is achieved through consistent, high-quality content.

Blog posts and podcasts, another emerging form, are a great way to foster a community following.

3. Live streaming for the future

Live streaming is a big deal and it’s only getting bigger. Expect more marketers to realize the plethora of potential benefits of live video.

We know live streaming will grow because so many marketers who have adopted the strategy have seen results. Live streaming platforms like Twitch, Facebook Live, and Instagram Live are also expanding at a rapid pace, which means there are more viewers to turn to with live video content.

4. Interactive modules are emerging

Live streaming isn’t the only emerging form of content marketer you should try. There are others too.

Namely: interactive content. Marketers are already embracing interactive content at scale, converting existing blog posts, infographics and videos into interactive content.

Interactive content is very engaging and this may be the type of content of choice for future marketers.

There are other types of interactive video, such as AR, VR, or 360-degree video, which should have a big impact on the world of content marketing. So look at this space.

5. Consumption of mobile content

We have mentioned mobile use at various points in this article. Make no mistake – furniture will be the dominant force for years to come.

In fact it already is. As of the first quarter of 2021, mobile devices account for nearly 55% of internet traffic. Gone are the “old days” of desktop browsing.

In light of these changes, marketers must reinvent the Internet user prototype. That person is no longer sitting behind a monitor and keyboard, they are viewing your content via a smartphone!

Always think about the mobile user as you plan, create and create your content, website, or broader content strategy. It’s the medium by which most users see your stuff!

The bottom line

We’ve covered stats on a wide range of areas within content marketing, from best channels to top performing content, and all the best practices to adopt when creating or distributing content.

Content marketing is a hugely diverse topic, with so many niche channels and types of content suitable for different industries / businesses.

Of course, use the tactics described in this article. They can see important results! But also dive into the area of ​​content marketing you want to know more about. In such a broad topic, focusing on a specific niche can make a huge difference!

That’s all with us today, good luck!

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