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
- 73% of people say they skim blog posts; 27% say they read them thoroughly (HubSpot).
- 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).
- Content Creation is the most outsourced task among B2C organizations (CMI).
- 67% of B2B content teams say top-of-funnel content is the type of content they create most (Databox).
- 46% of businesses say they want to increase their content marketing spending in 2022 (CMI).
- 33% of marketers who currently don’t use artificial intelligence (AI) or automation tools have plans to in 2022 (HubSpot).
- Only 2% of companies reported decreasing their content marketing team’s size due to COVID-19 (CMI).
- 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
- 43% of B2B marketers have a clear content marketing strategy. 60% of the best B2B marketers have a well-planned content marketing strategy (CMI).
- 95% of B2B customers view content as an essential way of establishing trust when considering working with a business (Ziflow).
- 86% of B2B companies outsourced content creation; 30% outsourced content distribution (Ziflow).
- 46% of B2B marketers planned to increase marketing spending. 12% of them planned an increase of more than 9% (Statista).
- B2B buyers are most likely to share professional content on LinkedIn (DemandGen).
- The majority of marketers publish new content several times per week (Databox).
- 52% of B2B buyers said they “definitely” are more likely to purchase from a company after consuming its content (Marketing Charts).
- Email campaigns (87%) and educational content (77%) are the most popular content types B2B marketers use for nurturing their customers (CMI).
- 70% of B2B buyers consume video during their sales journey (Google).
- 95% of B2B marketers create social media content, making it the most popular type of content (CMI).
B2C content marketing statistics
- Content creation is the most outsourced marketing activity, according to B2C marketers (CMI).
- Blog articles, email newsletters, and videos (in that order) are the most popular content types used by B2C marketers (CMI).
- 6% of B2C marketers have no plans of developing a content marketing strategy (CMI).
- 73% of B2C marketers use keyword research as part of their content creation process (CMI).
- 60% of B2C marketers view content marketing as an essential part of their marketing campaigns (PointVisible).
- B2C marketers use live video at a higher rate (66%) than B2B marketers (24%) (Statista).
- 40% of B2C content marketers only do a competitor analysis once per year (or not at all) (Conductor).
- 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).
- 70% of consumers have bought from a brand after seeing them on YouTube (Google).
- 96% of people have watched an explainer video when researching a product or service (Wyzowl).
- Approximately 91% of marketers think video is more important post-COVID-19. (Wyzowl).
- 91% of marketers claim to be satisfied with the ROI from video marketing on social media (Animoto).
- 76% of marketers view video as their most effective content type (HubSpot).
- 97% of consumers and marketers believe video helps consumers better understand products or services (Wyzowl).
- Video is more popular than blogs and infographics combined in content strategy (HubSpot).
- Video content on a website can increase conversion rates by 80% (Smart Insights).
- 1.8% of clicks on Google search results go directly to YouTube (Moz).
- Approximately 80% of all internet traffic was video in 2021 (Cisco).
- Spending on podcast ads in the U.S. is expected to rise to $1.74B in 2022 — a 23% increase from 2021 (Statista).
- More weekly podcast listeners in the U.S. exist than Netflix account holders (Edison Research).
- The average weekly listening time for audio is 16 hours, 14 minutes per week (Edison Research).
- Podcast consumption in the U.S. increased to 56% in 2021 (Convince & Convert).
- 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).
- 80% of podcast listeners listen to most of each episode they consume (Podcast Insights).
- There will be approximately 132 million podcast listeners by 2022 (Statista).
- The number of people over 12 who have heard about podcasts increased from 22% in 2006 to 75% in 2020 (2 billion + people) (Statista).
- 48% of U.S. podcast listeners are aged 12–34, 32% (ages 35–54), and 20% are over 55 (Edison Research).
- 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
- Nearly 70% of all online experiences start with a search on a search engine (Brightedge).
- SEO has 20 times the traffic opportunity than PPC for mobile and desktop (Moz).
- 32% of consumers look at a brand’s social media before visiting their website (Animoto).
- 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).
- Over 90% of pages get no organic traffic from Google (Ahrefs).
- 69% of marketers actively invest in SEO (HubSpot).
- Google’s research shows that comparison searches using “best” have increased by 80% in the last two years (Google).
- The average page ranking #1 will also rank in the top 10 for around 1,000 relevant keywords (Ahrefs).
- Only 5.7% of pages rank top 10 within a year (Ahrefs).
Social media statistics
- 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).
- 94% of content marketers use social media as a content distribution channel (Semrush).
- According to marketers, YouTube shorts aren’t an area worth focusing on in 2022 (Social Media Examiner).
- Social media ad revenues reached $41.5 billion in 2022, approximately 30% of all internet ad revenue (IAB).
- 89% of marketers said social media was their most popular content distribution channel (CMI).
- Facebook is the largest social media network. The platform had a reported 2.8 billion monthly active users in Q4, 2020 (Statista).
- Social media advertising / promoted posts increased from 60% to 83% in 2020 (CMI).
- YouTube has over 2 billion users who watch 1 billion hours daily (YouTube).
- 200 million + businesses receive traffic from Instagram daily (Meta).
- LinkedIn is the number 1 lead generation platform, according to a survey (LinkedIn)
Blog content statistics
- 70% of people prefer to consume information via blogs instead of traditional advertisements (Demand Metric).
- The most popular content formats are how-to guides (77%), news and trends (49%), and guides and eBooks (47%) (Statista).
- Engagement starts to drop for blog articles with a reading time over seven minutes (Medium).
- 89% of content marketers utilize blog articles as part of their content strategy (MarketingProfs).
- 57% of marketers report blogging has helped customers find them (OptinMonster).
- Over 20 billion WordPress pages are viewed by over 409 million people monthly (WordPress).
- 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).
- 71% of B2B respondents read a blog article during their buying journey (DemandGen).
- Long-form content receives an average of 77.2% more backlinks than short-form content (Backlinko).
Content strategy statistics
- Nearly 40% of marketers say content marketing is crucial for their marketing strategy (HubSpot).
- 70% of marketers reported changing their messaging and targeting strategy in 2020 (CMI).
- 70% of marketers are investing in content (HubSpot).
- Total sales are the most common content marketing KPI (HubSpot).
- 79% of marketers reported that increasing quality leads was their top priority in 2021 (Semrush).
- 63% of content marketers use their content marketing strategy to build loyalty with their current customers (CMI).
- 63% of businesses have no official documented content strategy (Marketing Profs & CMI).
- Content creators, content marketing managers, and content strategists are the top three roles marketing leaders prioritize for new hires (HubSpot).
Content ROI statistics
- Only 4% of marketers measure ROI over 6 months or more (LinkedIn).
- Companies receive $42 for every dollar invested into email marketing (Litmus).
- Marketers who publish blogs regularly receive an ROI 13 times greater than those who don’t blog (Lauro Media).
- The top priority for 44% of marketers is improving their measurement of ROI for demand generation (HubSpot).
- The brands that use dynamic content experience an ROI of 44:1, compared to 36:1 for brands that never use dynamic content (Litmus).
- 75% of content marketers state that they receive a better ROI when incorporating visuals in their content (Contently).
- 57% of B2C marketers measure content marketing ROI (CMI).
- 35% of B2B marketers measure content marketing ROI (CMI).
- 40% of survey respondents said they consume 3–5 content pieces before contacting a salesperson (DemandGen).
- 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).
- Segmented email campaigns get 14.31% higher open rates versus non-segmented email campaigns (Mailchimp).
- 4,140,000,000 email users exist worldwide (Statista).
- Only 22% of millennials want emails from brands they support versus 57% of 45–54-year-olds (HubSpot).
- Email marketing has an ROI of 40% for every dollar spent (Smart Insights).
- 333.2 billion emails are expected to be sent and received each day in 2022 (Statista).
- 87% of marketers use email marketing to distribute their content (CMI).
- Adding videos to your emails can help increase click rates by 300% (Martech Advisor).
- 49% of respondents said they want to receive weekly promotional emails from their favorite brands (Statista).
- A/B testing can help to increase email marketing ROI by up to 37% (Litmus).
Interactive content statistics
- 64% of respondents stated they use interactive content to educate their audience (CMI).
- 85% of B2B marketers are or plan to use interactive infographics as part of their content strategy (DemandGen).
- 75% of respondents agree that non-gated interactive content results in a superior degree of lead nurturing (CMI).
- Interactive content is most common on landing pages, social media, microsites, and blogs (CMI).
- 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).
- 94% of marketers agree interactive content is effective for educating customers (Inc).
- 88% of marketers stated interactive content helps differentiate their brand from competitors (SnapApp).
- Interactive content gets two times more engagement than static content (DemandGen).
- 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).
- 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.