Recently, I found myself looking at a movie poster thinking, “what weird content” and was quickly taken aback.
Not because the poster was that appalling, but because I referred to it as “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, GIFs, Google Ads, printed posters, and even words across a t-shirt.
If your organization isn’t investing in it in one form or another, it’s very much in the minority.
According to the “B2B Content Marketing 2019” Reportfrom Content Marketing Institute and MarketingProfs, 58% of marketers reported spending more on content creation in 2018 than in 2017.
Despite challenges from SEO/search (61% of marketers said they’re concerned about these), social media algorithm changes, and hurdles turning content into a revenue stream (noted by 41%), the industry is clearly only growing.
With this in mind, below I’ve gathered 33 new and eye-opening content marketing statistics to give you insight into the current competition and help you shape your strategy for 2019.
Content Marketing Strategy Statistics
1. In 2018, only 39% of content marketers have a documented content marketing strategy. That number, however, jumps to 65% among top performing organizations. (CMI & MarketingProfs)
2. Despite concerns about algorithms and organic reach, only 3% of B2B marketers have decreased their social media use in the past year. 61% have increased. (CMI & MarketingProfs)
3. 54% of marketers feel they’re not maximizing their use of Instagram to achieve their goals. (Contently & Libris)
4. Only 54% of B2B marketers are using content to “delight” and build loyalty with existing clients/customers. (CMI & MarketingProfs)
8. 75% of content marketers report using technology to gain insight into how their content is performing, while only 56% use it to gain insight into audience preferences and behavior. (CMI & MarketingProfs)
9. 90% of the most successful B2B content marketers prioritize their audience’s informational needs over their own sales/promotional message. (CMI & MarketingProfs)
10. Only 42% of B2B content marketers are actually talking to customers to understand their needs when it comes to content. (CMI & MarketingProfs)
29. 71% of the most successful b2b content marketers are using paid methods to distribute content, compared to only 55% of the least successful. (CMI & MarketingProfs)
30. 80% report paid distribution as an effective way to attract a new audience, while 65% report it as an effective way to generate traffic when organic isn’t delivering. (CMI & MarketingProfs)
31. 70% of marketers are using paid distribution on social media; 64% are using PPC or search engine advertising. (CMI & MarketingProfs)
Content Marketing Budget & Reporting Statistics
32. Over 50% of marketers expect to increase their content marketing budget in 2018. (CMI & MarketingProfs)
33. When asked if they’re tracking their content marketing ROI, 51% of marketers either said “no” or “unsure.” -- Only 25% report being extremely proficient in tracking their content marketing metrics overall. (CMI & MarketingProfs)
Set the Scene for 2019
The new year will be here before we know it and in our volatile industry, when the calendar turns a page, your strategy will likely need to as well. So, don't phone it in! Use the statistics above to inform and guide some game-changing content marketing experiments in 2019.