The Ultimate List of Content Marketing Statistics

44% – Percentage of B2B buyers that view 3-5 pieces of content before contacting a salesperson. – Demand Gen Report, 2021[8]

44% – Percentage of users in a report who said that they would place more emphasis on whether or not a source is trustworthy. – Demand Gen Report, 2021[8]

45% – Percentage of buyers who said that research and survey reports were the most important resources researching B2B purchases. – Demand Gen Report, 2021[8]

55% – Percentage of survey participants who said that they want content that both resonates with buyers and tells a strong story. – Demand Gen Report, 2021[8]

52% – Percentage of survey participants who said that they want content with user data and research to back up claims made in any particular piece. – Demand Gen Report, 2021[8]

57% – Percentage of buyers who rely on white papers as the most important form of content for the early stage of the buying process. – Demand Gen Report, 2021 [8]

67% – Percentage of users who said they trust vendor content that a vendor directly brands. – Demand Gen Report, 2021[8]

63% – Percentage of users who said they have more confidence in vendor content that is either sponsored or co-branded by one or more vendors. – Demand Gen Report, 2021[8]

52% – Percentage of respondents who said that a strong story that resonates with their buying committee was the biggest reason for sharing content. – Demand Gen Report, 2021[8]

71% – Percentage of B2B buyers who noted LinkedIn as their top channel for sharing business-related content. – Demand Gen Report, 2021[8]

49% – Percentage of consumers unfollowing brands on social media due to poor customer service. – Sprout Social, 2021[9]

49% – Percentage of consumers unfollowing brands on social media due to poor product quality or support. – Sprout Social, 2021[9]

45% – Percentage of consumers unfollowing brands on social media because of too many ads from a particular company. – Sprout Social, 2021[9]

45% – Percentage of consumers unfollow brands on social media because of irrelevant content. – Sprout Social, 2021[9]

56% – Percentage of users who would like B2B companies to organize the content on their website by topic. – Demand Gen Report, 2021[8]

54% – Percentage of users who want B2B companies to organize the content on their website by industry or vertical. – Demand Gen Report, 2021[8]

49% – Percentage of users who would like B2B companies to organize the content on their website based on the pain point or issue. – Demand Gen Report, 2021[8]

38% – Percentage of users who want B2B companies to tone it down with their sales messages to improve content. – Demand Gen Report, 2021[8]

38% – Percentage of users who want B2B businesses to improve content by adding more insights from analysts or industry thought leaders. – Demand Gen Report, 2021[8]

49% – Average website bounce rate for mobile users. – ContentSquare, 2021[10]

19% – The percentage of buyers who are most likely to share personal information to receive podcasts. – Demand Gen Report, 2017 [1]

19% – The percentage of buyers who are most likely to share personal information to receive videos. Demand Gen Report, 2017 [1]

24% – The percentage of buyers who are most likely to share personal information to receive infographics. – Demand Gen Report, 2017 [1]

47% – The percentage of B2B buyers that view 3-5 pieces of content before contacting a salesperson. Demand Gen Report, 2016 [2]

50% – The percentage social sharing related to content is down since 2015. – BuzzSumo, 2018 [3]

57% – The percentage of buyers who are most likely to share personal information to receive case studies. – Demand Gen Report, 2017 [1]

60% – The percentage of B2B buyers that give more credit to content from third party publications and analysts. – Demand Gen Report, 2017 [1]

63% – The percentage of buyers who are most likely to share personal information to receive ebooks. – Demand Gen Report, 2017 [1]

66% – The percentage of buyers who are most likely to share personal information to receive third party/analyst reports. – Demand Gen Report, 2017 [1]

67.2% – The percentage of marketers who believe the most engaging visual content are infographics, charts and data visualization. – Venngage, 2017 [4]

68% – The percentage of B2B buyers that give more credit to peer reviews and user-generated feedback. – Demand Gen Report, 2017 [1]

70% – The percentage of internet users who would rather learn about new products from content than advertisements. – MDG Advertising, 2014 [5]

75% – The percentage of people who are more likely to visit physical stores when they find local and helpful information in their search results. – Google, 2017 [6]

75% – The percentage of buyers who are most likely to share personal information to receive white papers. – Demand Gen Report, 2017 [1]

78% – The percentage of buyers who access case studies over other content types for researching a potential purchase in 2017. – Demand Gen Report, 2017 [1]

79% – The percentage of buyers who are most likely to share personal information to receive webinars. – Demand Gen Report, 2017 [1]

84% – The percentage of individuals who believe brands should provide entertaining content or content that tells stories, offers solutions and creates real experiences. – Content Marketing Institute, 2017 [7]

84% – The percentage of buyers who share business content on LinkedIn. – Demand Gen Report, 2017 [1]

87% – The percentage of B2B buyers that give more credit to content from industry influencers. – Demand Gen Report, 2017 [1]

94% – The percentage of buyers who say email is their top channel for sharing content. – Demand Gen Report, 2017 [1]

97% – The percentage of B2B buyers who cite prescriptive content as the most popular type of content. – Demand Gen Report, 2017 [1]

[1] Demand Gen Report, 2017

[2] Demand Gen Report, 2016

[3] BuzzSumo, 2018

[4] Venngage, 2017

[5] MDG Advertising, 2014

[6] Google, 2017

[7] Content Marketing Institute, 2017

[8] Demand Gen Report, 2021

[9] Sprout Social, 2021

[10] ContentSquare, 2021