100 + Mind-Blowing Content Marketing Statistics (2022)

Looking for content marketing statistics for 2022? We’ve compiled 100 of the latest content marketing stats to help you drive growth. You’ll get a solid understanding of where the industry is heading, the latest trends for multiple content types, and more. Use these insights below to make better-informed decisions with your content marketing efforts in 2022 and beyond.

Top content marketing statistics

  1. 73% of people say they skim blog posts; 27% say they read them thoroughly (HubSpot).
  2. Video was the primary form of content produced in 2021, followed by blog articles (produced by over 50% of marketing teams) and lastly, infographics (HubSpot).
  3. Content Creation is the most outsourced task among B2C organizations (CMI).
  4. 67% of B2B content teams say top-of-funnel content is the type of content they create most (Databox).
  5. 46% of businesses say they want to increase their content marketing spending in 2022 (CMI).
  6. 33% of marketers who currently don’t use artificial intelligence (AI) or automation tools have plans to in 2022 (HubSpot).
  7. Only 2% of companies reported decreasing their content marketing team’s size due to COVID-19 (CMI).
  8. In 2021, the top five content areas people were planning on investing in include: content creation (70%), website improvements (66%), events – digital and hybrid (48%), content distribution (46%), and social media management (39%) (CMI).

B2B content marketing statistics

  1. 43% of B2B marketers have a clear content marketing strategy. 60% of the best B2B marketers have a well-planned content marketing strategy (CMI).
  2. 95% of B2B customers view content as an essential way of establishing trust when considering working with a business (Ziflow).
  3. 86% of B2B companies outsourced content creation; 30% outsourced content distribution (Ziflow).
  4. 46% of B2B marketers planned to increase marketing spending. 12% of them planned an increase of more than 9% (Statista).
  5. B2B buyers are most likely to share professional content on LinkedIn (DemandGen).
  6. The majority of marketers publish new content several times per week (Databox).
  7. 52% of B2B buyers said they “definitely” are more likely to purchase from a company after consuming its content (Marketing Charts).
  8. Email campaigns (87%) and educational content (77%) are the most popular content types B2B marketers use for nurturing their customers (CMI).
  9. 70% of B2B buyers consume video during their sales journey (Google).
  10. 95% of B2B marketers create social media content, making it the most popular type of content (CMI).

B2C content marketing statistics

  1. Content creation is the most outsourced marketing activity, according to B2C marketers (CMI).
  2. Blog articles, email newsletters, and videos (in that order) are the most popular content types used by B2C marketers (CMI).
  3. 6% of B2C marketers have no plans of developing a content marketing strategy (CMI).
  4. 73% of B2C marketers use keyword research as part of their content creation process (CMI).
  5. 60% of B2C marketers view content marketing as an essential part of their marketing campaigns (PointVisible).
  6. B2C marketers use live video at a higher rate (66%) than B2B marketers (24%) (Statista).
  7. 40% of B2C content marketers only do a competitor analysis once per year (or not at all) (Conductor).
  8. B2C marketers deploy an average of 26% of their marketing budget for content marketing. The most successful content marketers deploy 40% of their budgets (CMI).

Video statistics

  1. 70% of consumers have bought from a brand after seeing them on YouTube (Google).
  2. 96% of people have watched an explainer video when researching a product or service (Wyzowl).
  3. Approximately 91% of marketers think video is more important post-COVID-19. (Wyzowl).
  4. 91% of marketers claim to be satisfied with the ROI from video marketing on social media (Animoto).
  5. 76% of marketers view video as their most effective content type (HubSpot).
  6. 97% of consumers and marketers believe video helps consumers better understand products or services (Wyzowl).
  7. Video is more popular than blogs and infographics combined in content strategy (HubSpot).
  8. Video content on a website can increase conversion rates by 80% (Smart Insights).
  9. 1.8% of clicks on Google search results go directly to YouTube (Moz).
  10. Approximately 80% of all internet traffic was video in 2021 (Cisco).

Podcasting statistics

  1. Spending on podcast ads in the U.S. is expected to rise to $1.74B in 2022 — a 23% increase from 2021 (Statista).
  2. More weekly podcast listeners in the U.S. exist than Netflix account holders (Edison Research).
  3. The average weekly listening time for audio is 16 hours, 14 minutes per week (Edison Research).
  4. Podcast consumption in the U.S. increased to 56% in 2021 (Convince & Convert).
  5. 64% of B2B respondents cited podcasts as a valuable content type for users in the early stages of the buying journey, followed by 76% for infographics (DemandGen).
  6. 80% of podcast listeners listen to most of each episode they consume (Podcast Insights).
  7. There will be approximately 132 million podcast listeners by 2022 (Statista).
  8. The number of people over 12 who have heard about podcasts increased from 22% in 2006 to 75% in 2020 (2 billion + people) (Statista).
  9. 48% of U.S. podcast listeners are aged 12–34, 32% (ages 35–54), and 20% are over 55 (Edison Research).
  10. The highest ad revenue for podcasts is in the followed niches: Current events/politics/news (18.4%), comedy (13.9%), business (12.8%), and entertainment (10%) (IAB).

SEO content statistics

  1. Nearly 70% of all online experiences start with a search on a search engine (Brightedge).
  2. SEO has 20 times the traffic opportunity than PPC for mobile and desktop (Moz).
  3. 32% of consumers look at a brand’s social media before visiting their website (Animoto).
  4. 75% of marketers reported SEO as their most successful content marketing strategy. The next most effective was updating and repurposing content (used by 61% of respondents) (Semrush).
  5. Over 90% of pages get no organic traffic from Google (Ahrefs).
  6. 69% of marketers actively invest in SEO (HubSpot).
  7. Google’s research shows that comparison searches using “best” have increased by 80% in the last two years (Google).
  8. The average page ranking #1 will also rank in the top 10 for around 1,000 relevant keywords (Ahrefs).
  9. Only 5.7% of pages rank top 10 within a year (Ahrefs).

Social media statistics

  1. Senior social media use has increased by 66% in the last five years, with 45% of seniors now using social media in total (Pew Research Center).
  2. 94% of content marketers use social media as a content distribution channel (Semrush).
  3. According to marketers, YouTube shorts aren’t an area worth focusing on in 2022 (Social Media Examiner).
  4. Social media ad revenues reached $41.5 billion in 2022, approximately 30% of all internet ad revenue (IAB).
  5. 89% of marketers said social media was their most popular content distribution channel (CMI).
  6. Facebook is the largest social media network. The platform had a reported 2.8 billion monthly active users in Q4, 2020 (Statista).
  7. Social media advertising / promoted posts increased from 60% to 83% in 2020 (CMI).
  8. YouTube has over 2 billion users who watch 1 billion hours daily (YouTube).
  9. 200 million + businesses receive traffic from Instagram daily (Meta).
  10. LinkedIn is the number 1 lead generation platform, according to a survey (LinkedIn)

Blog content statistics

  1. 70% of people prefer to consume information via blogs instead of traditional advertisements (Demand Metric).
  2. The most popular content formats are how-to guides (77%), news and trends (49%), and guides and eBooks (47%) (Statista).
  3. Engagement starts to drop for blog articles with a reading time over seven minutes (Medium).
  4. 89% of content marketers utilize blog articles as part of their content strategy (MarketingProfs).
  5. 57% of marketers report blogging has helped customers find them (OptinMonster).
  6. Over 20 billion WordPress pages are viewed by over 409 million people monthly (WordPress).
  7. The average blog article published in 2021 was 1,416 words. 36% of bloggers writing 3,000 words + per post reported the best results (Orbit Media).
  8. 71% of B2B respondents read a blog article during their buying journey (DemandGen).
  9. Long-form content receives an average of 77.2% more backlinks than short-form content (Backlinko).

Content strategy statistics

  1. Nearly 40% of marketers say content marketing is crucial for their marketing strategy (HubSpot).
  2. 70% of marketers reported changing their messaging and targeting strategy in 2020 (CMI).
  3. 70% of marketers are investing in content (HubSpot).
  4. Total sales are the most common content marketing KPI (HubSpot).
  5. 79% of marketers reported that increasing quality leads was their top priority in 2021 (Semrush).
  6. 63% of content marketers use their content marketing strategy to build loyalty with their current customers (CMI).
  7. 63% of businesses have no official documented content strategy (Marketing Profs & CMI).
  8. Content creators, content marketing managers, and content strategists are the top three roles marketing leaders prioritize for new hires (HubSpot).

Content ROI statistics

  1. Only 4% of marketers measure ROI over 6 months or more (LinkedIn).
  2. Companies receive $42 for every dollar invested into email marketing (Litmus).
  3. Marketers who publish blogs regularly receive an ROI 13 times greater than those who don’t blog (Lauro Media).
  4. The top priority for 44% of marketers is improving their measurement of ROI for demand generation (HubSpot).
  5. The brands that use dynamic content experience an ROI of 44:1, compared to 36:1 for brands that never use dynamic content (Litmus).
  6. 75% of content marketers state that they receive a better ROI when incorporating visuals in their content (Contently).
  7. 57% of B2C marketers measure content marketing ROI (CMI).
  8. 35% of B2B marketers measure content marketing ROI (CMI).
  9. 40% of survey respondents said they consume 3–5 content pieces before contacting a salesperson (DemandGen).
  10. Websites that publish more than 16 blogs per month get 4.5 x per lead (vs. 4 or fewer per month) and 3.5 x more traffic (HubSpot).

Email statistics

  1. Segmented email campaigns get 14.31% higher open rates versus non-segmented email campaigns (Mailchimp).
  2. 4,140,000,000 email users exist worldwide (Statista).
  3. Only 22% of millennials want emails from brands they support versus 57% of 45–54-year-olds (HubSpot).
  4. Email marketing has an ROI of 40% for every dollar spent (Smart Insights).
  5. 333.2 billion emails are expected to be sent and received each day in 2022 (Statista).
  6. 87% of marketers use email marketing to distribute their content (CMI).
  7. Adding videos to your emails can help increase click rates by 300% (Martech Advisor).
  8. 49% of respondents said they want to receive weekly promotional emails from their favorite brands (Statista).
  9. A/B testing can help to increase email marketing ROI by up to 37% (Litmus).

Interactive content statistics

  1. 64% of respondents stated they use interactive content to educate their audience (CMI).
  2. 85% of B2B marketers are or plan to use interactive infographics as part of their content strategy (DemandGen).
  3. 75% of respondents agree that non-gated interactive content results in a superior degree of lead nurturing (CMI).
  4. Interactive content is most common on landing pages, social media, microsites, and blogs (CMI).
  5. Content marketing via augmented reality is expected to increase since 67% of marketing agencies already use this as part of their content efforts (Vibrant Media).
  6. 94% of marketers agree interactive content is effective for educating customers (Inc).
  7. 88% of marketers stated interactive content helps differentiate their brand from competitors (SnapApp).
  8. Interactive content gets two times more engagement than static content (DemandGen).
  9. 43% of consumers stated they prefer interactive video over other video content as it gives them the option to choose what information they want to engage with (MarketingCharts).
  10. 88% of companies with budgets between $100 million and $1 billion were already experimenting with AR in 2018 (Deloitte).

The bottom line

These content marketing statistics are a great way to help you plan and strategize your decision-making this coming year. Whether you’re creating blog articles, podcasting, or publishing YouTube videos, use these stats and insights to create a winning content marketing strategy in 2022 and beyond.

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