I’ve compiled a list of 7 fascinating b2b content marketing statistics; a brief overview is provided below, followed by a detailed explanation of what each b2b content marketing statistic suggests and where it is mentioned to demonstrate its significance.

B2B Content Marketing Statistics: Key Figures

  • B2B companies that offer consistent blogging have 67% more leads monthly, compared to companies that don’t blog regularly.
  • 62% is how much less content marketing costs than traditional marketing
  • 91% of B2B marketers say they use content marketing in their overall strategy.
  • 47% of B2B buyers consume three to five pieces of content prior to engaging with a salesperson.
  • 40% of B2B marketers have a documented content marketing strategy.
  • 27% of B2B marketers have no content marketing strategy.
  • 75% of B2B content marketers use video.
  • 86% of B2B marketers use content to create brand awareness.
  • 87% of B2B marketers use social media to distribute content.
  • 89% of B2B content marketers use short articles/posts

Let me now go over each b2b content marketing statistic in detail.

Sources: (OptinMonster, Content Marketing Institute, Demand Metric, ZoomInfo Technologies LLC, Smart Insights, Brightcove.)

#1. Regular Blogging Yields 67% More Leads for B2B Companies

Source: OptinMonster 

Significance of the Data: Very High.

Mentioned by: Linkedin, Hubspot, Agentdrive, Colorlib, Riverbed Marketing, OptinMonster, Simple Marketing Now, Liftlegalmarketing, Startup Bonsai, and more.

Data suggestJustification
Regular blogging is crucial for B2B companies.Consistent blogging leads to a significant increase in monthly leads, enhancing customer engagement and reach.
Not blogging regularly impacts lead generation negatively.B2B companies not adhering to a regular blogging schedule miss out on the potential 67% increase in monthly leads.
Content strategy should prioritize consistent blogging.As data indicates, consistent blogging is a potent tool in a company’s lead generation arsenal.

More Resources on B2B: 38 B2B Marketing Statistics For 2023: The Trends & Facts

#2. Content Marketing Costs 62% Less than Traditional Methods

Source: Content Marketing Institute

Significance of the Data: High.

Mentioned by: Content Marketing Institute, Nytlicensing, Katlinks, Serpwatch, Search Engine Journal, 99 Firms, Emoryday, Demand Jump, and more. 

Data suggestJustification
Content marketing is a cost-effective strategy.It costs 62% less than traditional marketing, maximizing return on investment.
Traditional marketing methods may be overly expensive.The data suggests that traditional methods could be cost-inefficient compared to content marketing.
Businesses should consider transitioning to content marketing.Given the substantial cost savings, investing in content marketing is a prudent decision.

#3. Overwhelming 91% of B2B Marketers Implement Content Strategies

91% of B2B marketers say they use content marketing in their overall strategy

Source: Demand Metric

Significance of the Data: Very High.

Mentioned by: Zoominfo, Search Engine Journal, Expert Market, Seomator, Gitnux, Nectafy, Content Marketing Institute, Semrush, and more. 

Data SuggestJustification
Content marketing is key in B2BMost B2B marketers are leveraging content marketing, indicating its high value and effectiveness.
Non-using firms risk falling behindWith 91% usage, those not utilizing content marketing are in the clear minority, potentially jeopardizing competitiveness.
Content strategy is a must-haveThis widespread adoption implies the need for a robust content marketing strategy to stand out and succeed.
Regular content auditing is essentialGiven the prevalence, regular evaluation of content’s impact becomes essential to stay relevant and efficient.

#4. 47% B2B Buyers Read 3-5 Content Pieces Before Sales Interaction

Source: ZoomInfo Technologies LLC

Significance of the Data: High.

Mentioned by: Zoominfo, Marketing Charts, Demand Gen Report, Getgist, Linkedin, Kurve, Gitnux, and more. 

Data SuggestJustification
Quality content creation is criticalNearly half of B2B buyers require multiple content pieces before sales engagement, stressing quality over quantity.
Early stage content is influentialInitial content plays a vital role in engaging potential buyers, signifying its impact on lead generation.
Content diversity is importantWith 3-5 pieces consumed, offering diverse and relevant content can cater to varied buyer interests.
Lead nurturing strategies must be content-drivenThe pre-sales phase is heavily content-dependent, requiring content-centric nurturing strategies for leads.

#5. Documented Content Strategy Followed by 40% of B2B Marketers

40% of B2B marketers have a documented content marketing strategy

Source: Content Marketing Institute

Significance of the Data: Medium.

Mentioned by: Search Engine Journal, Ahrefs, Content Marketing Institute, Zoominfo, Semrush, Semetrical, Startup Bonsai, Statista, Linkedin, and more.

Data SuggestJustification
Documented strategies are not universally adoptedDespite content marketing’s importance, only 40% B2B marketers document their strategies, implying scope for improvement.
Competitive edge through strategy formalizationA written strategy can offer a competitive advantage, evidenced by its adoption by a significant minority.
Strategy documentation aids in alignmentDocumenting content strategy can foster team alignment, a key success factor implied by this statistic.
Evaluation of current strategy is crucialThe 60% without documented strategies indicates a need for introspection and formalization of existing approaches.

#6. 27% B2B Marketers Still Without a Content Marketing Strategy

Source: Content Marketing Institute

Significance of the Data: Low.

Mentioned by: Content Marketing Institute, Search Engine Journal, Linkedin, Zoominfo, Ahrefs, Semrush, Clickz, Hubspot, and more. 

Data SuggestJustification
A significant minority lacks strategyA substantial 27% of B2B marketers are operating without a content marketing strategy, signaling an industry vulnerability.
Increased risk of inefficiencyWithout a strategy, marketers risk inefficiency and ineffectiveness in content creation and distribution.
Strategy creation is a market opportunityThis gap presents a significant opportunity for marketing consultants and strategic service providers.
Need for strategy education is highThe sizeable percentage without a strategy suggests a need for industry-wide education and advocacy about its importance.

#7. Video Utilized by 75% of B2B Content Marketers

Significance of the Data: Medium.

Mentioned by: The B2B House, Hubspot, Zipdo, Search Engine Journal, Social Pilot, Kurve, Linkedin, Zoominfo, Vidyard, and more. 

Data SuggestJustification
Video is a dominant content formatGiven that 75% of B2B content marketers utilize video, it’s clear that this format is highly influential.
Investing in video content is crucialThe widespread use of video suggests its effectiveness, indicating the necessity of investment in video content creation.
Multimedia skills are essentialThis heavy reliance on video underscores the need for marketers to possess or acquire multimedia production skills.
Opportunities exist in video innovationThe prevalence of video use implies that innovative approaches to video content could yield competitive advantages.

#8. Brand Awareness Driven by 86% of B2B Marketers via Content

Source: Smart Insights

Significance of the Data: Very High.

Mentioned by: Smart Insights, Search Engine Journalm, Martech, Credible Content, Plezi, Content Marketing Institute, 1827 Marketing, and more.  

Data SuggestJustification
Content is key to brand awarenessThe vast majority of B2B marketers use content for brand awareness, demonstrating its critical role.
Branding should be integrated in contentGiven its use by 86% marketers for brand awareness, content should reflect and reinforce brand identity.
Measure content impact on brand recognitionThe data underscores the need for metrics tracking content’s contribution to brand awareness.
Opportunities for brand-differentiated contentThe statistic implies room for success in creating content that uniquely communicates your brand’s value.

#9. Social Media: Chosen Platform for 87% of B2B Content Distribution

Source: Brightcove

Significance of the Data: High.

Mentioned by: Gitnux, Zoominfo, Best Writing, Linkedin, Dusted, Hootsuite, Pinterest, Radicleinc, and more.

Data SuggestJustification
Social media is a vital distribution channelA vast majority using social media for content distribution underlines its crucial role in B2B marketing.
Social media skills are mandatoryGiven the prevalence of social media use, marketers must be proficient in leveraging these platforms.
Social media strategy is a mustThe data suggests a clear need for a well-defined social media strategy for effective content distribution.
Continuous social media optimization is essentialGiven the widespread use, marketers must continually optimize their social media practices to stay competitive.

#10. Short Articles Employed by 89% of B2B Content Marketers

Source: Content Marketing Institute

Significance of the Data: High.

Mentioned by:  Linkedin, Zoominfo, Content Marketing Institute, Crystal Clear Comms, Circle S Studio, Theia Strategies, Nectafy, Hubspot, and more. 

Data SuggestJustification
Short articles/posts are a preferred formatThe high usage suggests that short articles and posts are a highly effective content type in B2B marketing.
Brevity and value are keyGiven their popularity, content must be concise yet valuable to engage the target audience effectively.
Consistent creation of such content is necessaryThe data implies a need for regular production of short, impactful articles/posts.
Skill in short-form content creation is essentialGiven their prevalence, mastering the art of short-form content creation is crucial for marketers.