Head of Editorial Content, Strategized Initiatives That Increased IMPACT’s Website Traffic From ~45K to ~400K
July 30th, 2020
It can be difficult to find positives in light of the coronavirus (COVID-19) pandemic — but I have, at least in the professional sense. You see, in the past few months, I've found a new sense of importance in my job of creating content.
With social distancing still in effect across much of the globe, gatherings, hugs, and handshakes have become taboos, dangers even. Having business meetings and conversations face-to-face feel like a distant memory.
So many of our interactions with others have turned digital; in fact, they rely on online content.
A great marketer and friend of mine once wrote, “Everything the light touches is content” — and she’s right.
Turn back the clock to 2008 and when you heard the term “content marketing,” people were most likely referring to written blogs, but the landscape has expanded and evolved dramatically in the past decade.
Today, content takes the form of video, imagery, quizzes, social media stories, PDFs, Google Ads, printed posters, and even words across a t-shirt. If your organization isn’t investing in content in one form or another, it’s very much putting itself at a competitive disadvantage.
In fact, the “B2B Content Marketing 2020” Report from Content Marketing Institute and MarketingProfs found 81% of companies planned on maintaining or increasing their content marketing investment in 2020.
Despite challenges from SEO/search (61% of marketers said they’re concerned about these in 2019), social media algorithm changes, and hurdles turning content into a revenue stream (noted by 41% in 2019), the industry is only growing.
With this in mind, below I’ve gathered 63 new and eye-opening content marketing statistics to give you insight into the current competition and help end 2020 with a strong content strategy.
13. Only 24% of B2B marketers are actually partnering with others to expand their audience reach. (CMI & MarketingProfs).
14. In 2019, 75% of content marketers reported using technology to gain insight into how their content is performing, while only 56% used it to gain insight into audience preferences and behavior. (CMI & MarketingProfs)
21. 76% of marketers surveyed measure the success of their content based on organic traffic. — 62% measure it based on leads, 60% by page views or sessions, and 47% by conversion rate. (The State of Content Marketing 2019 by SEMrush)
24. 84% of B2B marketers report using paid distribution channels for their content marketing. 72% of that group use paid or promoted social media posts. (B2B Content Marketing 2020 Report)
25. LinkedIn was the most popular social media channel to invest in paid promotion with 76% of B2B marketers reporting using it in the past 12 months. (B2B Content Marketing 2020 Report)
26. 95% of B2B marketers report using LinkedIn for organic content marketing, the highest out of the the major social media platforms. — Twitter came in at 86%, Facebook at 83%, YouTube at 53%, and Instagram at 46%. (B2B Content Marketing 2020 Report)
42. 74% of people say they’ve been convinced to buy or download a piece of software or app by watching a video. That number jumps to 84% when asked if a video convinced them to buy a product or service. (State of Video Marketing 2020 by Wyzowl)
45. In 2019 LinkedIn has emerged as the most successful channel for video marketers, with an overwhelming 87% of LinkedIn video marketers describing it as an effective channel. (State of Video Marketing 2020 by Wyzowl)
49. In the era of smartphones, more than half of blogs’ traffic still comes from desktop. The only exceptions are in the leisure-related industries — Travel (49.6%) and Jewelry (41.2%). (The State of Content Marketing 2019 by SEMrush)