Ultimate List of Marketing Statistics

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Content Strategy

82% – Percentage of companies actively using content marketing. – HubSpot, 2021[9]

28% – Percentage of surveyed respondents who said they intended to begin investing in content marketing in 2021; an 11% increase on the previous year. – HubSpot, 2021[9]

84% – Percentage of B2B companies that outsource their content creation. – Content Marketing Institute, 2020[10]

84% – Percentage of surveyed marketing agencies, B2B and B2, non profits, and other organizations with an active content marketing strategy. – Semrush, 2021[11]

11% – Percentage of companies that define their current content marketing strategy as “excellent”. – Semrush, 2021[11]

61% – Percentage of companies that currently measure the return on investment (ROI) on their content marketing. – Semrush, 2021[11]

76% – Percentage of companies with content teams smaller than three people. – Semrush, 2021[11]

30% – Percentage of companies that rate their content marketing strategy as average. – Semrush, 2021[11]

50% – Percentage of companies who said their content strategy was more successful in 2020 than in 2019. – Semrush, 2021[11]

46% – Percentage of companies that rate their content strategy’s maturity or complexity as “promising”. – Semrush, 2021 [11]

79% – Percentage of companies planning to prioritize generating higher-quality leads in their 2021 content marketing strategy. – Semrush, 2021[11]

75% – Percentage of companies planning to prioritize driving more traffic to their website as part of their content marketing strategy in 2021. – Semrush, 2021[11]

47% – Percentage of businesses looking to improve customer engagement as their main priority for their 2021 content marketing strategy. – Semrush, 2021[11]

83% – Percentage of companies that measure the success of their content marketing strategy on how much traffic they generate. – Semrush, 2021[11]

70% – Percentage of companies that say they measure page views and sessions to measure the success of their content marketing strategy. – Semrush, 2021[11]

20% – Percentage of content teams consisting of 4-10 specialists. – Semrush, 2021[11]

45% – Percentage of B2B companies that said the COVID-19 pandemic had a “moderate” effect on their content marketing strategy. – Content Marketing Institute, 2020 [10]

25% – Percentage of B2B companies who said the COVID-19 pandemic had a “major” effect on their content marketing strategy. – Content Marketing Institute, 2020[10]

60% – Percentage of the most successful B2B companies that have a documented content marketing strategy. – Content Marketing Institute, 2020[10]

21% – Percentage of the least successful companies who said they have a documented content marketing strategy. – Content Marketing Institute, 2020[10]

73% – Percentage of the most successful companies that use content marketing to successfully nurture subscribers, audiences, and leads. – Content Marketing Institute, 2020[10]

17% – Percentage of companies using A/B testing to enhance their website conversion rates. – HubSpot, 2020[9]

50% – Percentage of all B2B survey respondents that outsource at least some of their content marketing activities. – Content Marketing Institute, 2020[10]

44% – Percentage of medium-sized B2B companies that do not outsource at least some of their content marketing activities. – Content Marketing Institute, 2020[10]

81% – Percentage of B2B companies that use metrics to measure their content marketing performance. – Content Marketing Institute, 2020[10]

56% – Percentage of medium-sized B2B companies that outsource at least some of their content marketing efforts. – Content Marketing Institute, 2020[10]

70% – Percentage of B2B companies that use an editorial calendar to help them put together their content. – Content Marketing Institute, 2020[10]

93% – Percentage of B2B content marketers that have used blog posts and articles in their content strategy over the past 12 months. – Content Marketing Institute, 2020[10]

68% – Percentage of B2B companies that have used case studies as part of their content marketing strategy in the past 12 months. – Content Marketing Institute, 2020[10]

68% – Percentage of B2B companies who so far have failed to establish an online community. – Content Marketing Institute, 2020[10]

75% – Percentage of B2B companies who are likely to use blogging in conjunction with their social media content. – Social Media Examiner, 2021[12]

83% – Percentage of marketers who say that using social media for more than a year generates exposure for their company. – Social Media Examiner, 2021[12]

9% – The percentage of marketers that plan to add Medium in the next year. – HubSpot, 2018 [1]

28% – The percentage of people who practice content segmentation by pain point. – LinkedIn Technology Marketing Community, 2014 [2]

29% – The percentage of leading marketers who reuse and repurpose their content. – Curata, 2016 [3]

30% – The percentage of marketers who create content by geography. – Curata, 2016 [3]

30% – The percentage of marketers who create content by account or customer. – Curata, 2016 [3]

30% – The percentage of marketers that have a documented content strategy in place. – LinkedIn Technology Marketing Community, 2014 [2]

35% – The percentage of people who practice content segmentation as a stage in the buying cycle. – LinkedIn Technology Marketing Community, 2014 [2]

38% – The percentage of marketers who create content by vertical. – Curata, 2016 [3]

42% – The percentage of companies that hired a dedicated content strategist executive. – Curata, 2016 [3]

42% – The percentage of marketers that have a non-documented content strategy. – LinkedIn Technology Marketing Community, 2014 [2]

42.5% – The percentage of companies that were increasing their content marketing staff in 2016. – Curata, 2016 [3]

44% – The percentage of marketers who say their organization doesn’t have a documented strategy for managing their content as a type of business asset. – Content Marketing Institute/ Intelligent Content Conference, 2017 [4]

45% – The percentage of B2C marketers who believe visual content is the most important form. – Content Marketing Institute, 2017 [5]

46% – The percentage of marketers who say their organization actually has a documented strategy for managing their content as a type of business asset. – Content Marketing Institute/ Intelligent Content Conference, 2017 [4]

47% – The percentage of buyers who look at 3-5 pieces of content before contacting a sales rep. – Demand Gen Report, 2016 [6]

48% – The percentage of marketers who support 3-5 buying stages utilizing dedicated content. – LinkedIn Technology Marketing Community, 2014 [2]

50% – The percentage of B2B marketers success increase for 2017 attributed to content distribution. – Content Marketing Institute, 2017 [5]

52% – The percentage of marketers who support 2-4 roles as well as buyer personas utilizing dedicated content. – LinkedIn Technology Marketing Community, 2014 [2]

53% – The percentage of B2C marketers success increase for 2017 attributed to content distribution. – Content Marketing Institute, 2017 [5]

53% – The percentage of people who practice content segmentation by product and service category. – LinkedIn Technology Marketing Community, 2014 [2]

54% – The percentage of people who believe triggering a response or action is one of the top 3 things that actually make your content more effective. – LinkedIn Technology Marketing Community, 2014 [2]

57% – The percentage of people who believe engaging and compelling storytelling is one of the top 3 things that actually make your content more effective. – LinkedIn Technology Marketing Community, 2014 [2]

58% – The percentage of people who believe audience relevance is one of the top 3 things that actually make your content more effective. – LinkedIn Technology Marketing Community, 2014 [2]

63% – The percentage of marketers who create content by buyer persona. – Curata, 2016 [3]

70% – The percentage of marketers who don’t have a consistent or integrated content strategy. – Altimeter, 2018 [7]

72% – The percentage of B2C marketers success increase for 2017 attributed to content creation. – Content Marketing Institute, 2017 [5]

72% – The percentage of B2B marketers success increase for 2017 attributed to content strategy. – Content Marketing Institute, 2017 [5]

72% – The percentage of marketers that have a content strategy in place. – LinkedIn Technology Marketing Community [2]

75% – The percentage of B2C marketers success increase for 2017 attributed to content strategy. – Content Marketing Institute, 2017 [5]

78% – The percentage of content marketers who use press release services within their content market strategy. – Content Marketing Institute, 2017[5]

78% – The percentage of B2B marketers success increase for 2017 attributed to content creation. – Content Marketing Institute, 2017 [5]

82% – The percentage of B2C marketers who believed delivering content consistently was 1 of the top 5 important traits for 2017. – Content Marketing Institute, 2017 [5]

82% – The percentage of B2C marketers who believed agreeing that their organization has realistic content marketing expectations was 1 of the top 5 important traits for 2017. – Content Marketing Institute, 2017 [5]

84% – The percentage of B2C marketers who believed focusing on creating content for the audience instead of the brand was 1 of the top 5 important traits for 2017. – Content Marketing Institute, 2017 [5]

86% – The percentage of B2B marketers who believed agreeing that the organization has realistic content marketing expectations was 1 of the top 5 important traits for 2017. – Content Marketing Institute, 2017 [5]

87% – The percentage of buyers who believe content is more credible when shared by an industry influencer. – Demand Gen Report, 2017 [8]

87% – The percentage of B2C marketers who believed prioritizing quality content over quantity was 1 of the top 5 important traits for 2017. – Content Marketing Institute, 2017 [5]

88% – The percentage of B2B marketers who believed that agreeing that the organization values craft and creativity for content creation was 1 of the top 5 important traits for 2017. – Content Marketing Institute, 2017 [5]

89% – The percentage of B2B marketers who believed the organization being committed to content marketing was 1 of the top 5 important traits for 2017. – Content Marketing Institute, 2017 [5]

92% – The percentage of B2B marketers who believed agreeing that the organization is dedicated to building audiences was 1 of the top 5 important traits for 2017. – Content Marketing Institute, 2017 [5]

92% – The percentage of marketers that say their organization looks at content as a type of business asset. – Content Marketing Institute [5]

93% – The percentage of B2C marketers who believed the organization being committed to content marketing was 1 of the top 5 important traits for 2017. – Content Marketing Institute, 2017 [5]

96% – The percentage of B2B buyers who want more input from industry thought leaders in the content they read. – Demand Gen Report, 2016 [6]

97% – The percentage of marketers who are using prescriptive content. – Curata, 2016 [3]