Last updated: March 2, 2020 by Loz James
content marketing statistics

These 35 compelling content marketing statistics highlight why you should definitely be using content marketing to grow your online business.

Quite simply, if you aren't convinced after reading these stats - then you're going to get left behind by your competitors who are embracing these strategies.

So if you are seriously considering rolling out a new content marketing campaign to increase your traffic, leads and sales - then these statistics will prove once and for all that the discipline is definitely the way forward as the highest value and most cost effective way to grow any business.

I should know, it's what I've been doing exclusively for the last 6 years to build my revenue...

The Background To Content Marketing: Internet Use Statistics

The global digital population topped four billion users in early 2019, and 3.5 billion of these are active on social media.

America, China and India lead the way with internet usage. 77% of US adults go online every single day, and 26% say that they’re almost constantly online.

Marketing professionals are making the most of this digital audience – according to the Content Marketing Institute, 91% of B2B marketers now use some form of content marketing to reach their customers.

Content Marketing Strategy Statistics

Even with the growth in internet usage and content marketing, committing to a content plan isn’t prioritised –  63% of US businesses still don’t have a documented content marketing strategy.  

Happily, businesses are willing to learn. According to Marketing Charts, 64% want to know how to build a scalable content strategy, and 66% want to know how to better use technology for content marketing.

Research by Zazzle Media showed that businesses still aren’t super-confident when it comes to content production, with 60% finding it tricky to create consistent content.

SEO Statistics

Search Engine Optimisation determines how visible the content is; and with over 90% of users searching via Google, it’s essential to optimise content for this search engine.

95% of users read only the first page of Google results, with the first position attracting a third of the overall traffic.

However, according to a year-long content study by Skyword, the difference between a good and a great content strategy is that the latter measures engagement rather than simply traffic: 96% of “visionary” content marketers use engagement metrics.

content marketing stats

Content Marketing Channels

Your social media strategy and content strategy need to work together, as social media has become the number one way to reach B2C customers (71% of content marketers say social media is their most effective platform).

74% of Facebook and 60% of Instagram users visit the site at least daily, and social media is now used by a wide demographic (older users are an expanding market).

Different media channels have different uses: for instance, YouTube is used for “how-to” content as well as entertainment. 70% of YouTube users are searching for a solution for a specific question, whether for work, hobbies or study.

When it comes to social media content, an interactive approach can attract and engage customers. 53% of content marketers use interactive content, which can include quizzes and competitions.

Smartphone Statistics

Smartphones are increasingly significant for content marketing, with one in ten Americans using only their mobiles for online searching.

79% of social media time happens on smartphones – for example, 70% of YouTube watch time comes from mobile devices.

This on-the-go culture values speed and efficiency. It’s essential to optimise your content for smartphones, as 53% of users will abandon your site and search again if the content hasn’t loaded within three seconds.

Written Content Statistics

BuzzSumo analysed the social share counts of blog posts – 100 million of them, in fact. They found that long-form posts are the most shared, with infographics and lists being extra popular. (As a bonus tip, apparently the best day to share your blog post is a Tuesday.)

The average blog post is 1150 words, up from 800 words five years ago, and takes around 3.5 hours to write. However, BuzzSumo’s epic research suggests that you should aim for 2000 words plus to get those all-important shares.

The blog title is also an important consideration: 6 to 13-word blog titles have the greatest amount of traffic.

compelling content marketing statistics

Visual Content Statistics

It seems that words need pictures – articles with images get 94% more views. An image also boosts social shares: over two thirds of shared tweets have pictures.

Using well-chosen images can also boost your email marketing campaign: according to Pinpointe, 65% of email subscribers prefer images to purely text.

Images don't have to simply be photos, and 56% of businesses use infographics to get across their messages. 84% of these businesses find infographics a very effective way of clear and simple communication.

Audio Content Statistics

44% of American content consumers listen to podcasts – and 27% of listeners are subscribers

Listeners have staying power, with 80% of the audience listening to all or most of a podcast. 49% of those are listening at home, and 22% in their vehicles (11% manage to sneak in a quick podcast listen at work).

Audio content is a growing market worldwide, not just in the USA, with up to 45% of global internet users in the 25-34 year-old age group having listened to a podcast in the month leading up to Statistica’s 2016 survey.

By the way, you should give our content marketing podcast a listen - we have some great guests on the show 🙂

Video Content Statistics

Video content engages audiences, with over half of the 18 to 34 year-old market saying they’ll stop what they’re doing to watch a new video by a favourite creator. The same research by Google found that Generation Y and Z trust YouTube more than other channels, and watch less TV than viewers over 35 years old do.

A video has to grab attention: 70% of Twitter users watch videos that show up on their timeline, rather than searching the social site for them.

It’s worth learning fast to keep up with video content trends, as Cisco reckons that by 2020, there’ll be one million minutes of video crossing the internet every second of the day. They predict that 82% of all consumer traffic will be video-based.  

Webinar Statistics

Wyzowl surveyed marketing professionals who’d hosted or participated in webinars, and 84% found webinars to be a effective tool.

Consumers seem to have a long attention span when it comes to webinars, with one hour-long webinars attracting 67% of all sign-ups. The average attendance rate is 44%, with about a third of attendees signing up on the day (so don't stress if there are few takers - it's often a last-minute commitment).

Between 20% and 40% of those who attend a webinar become qualified leads, and up to 5% of attendees will go on to spend money with you.


As these statistics prove, there are many reasons why you should be using content marketing to grow your online business - not least because in the final analysis - you'll simply make more money.

So don't get left behind, embrace content marketing today and you'll have a more engaged team, happier customers - and a healthier bank balance to boot.

Let us know how you get on...

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