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 suggest | Justification |
|---|---|
| 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 suggest | Justification |
|---|---|
| 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
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 Suggest | Justification |
|---|---|
| Content marketing is key in B2B | Most B2B marketers are leveraging content marketing, indicating its high value and effectiveness. |
| Non-using firms risk falling behind | With 91% usage, those not utilizing content marketing are in the clear minority, potentially jeopardizing competitiveness. |
| Content strategy is a must-have | This widespread adoption implies the need for a robust content marketing strategy to stand out and succeed. |
| Regular content auditing is essential | Given 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 Suggest | Justification |
|---|---|
| Quality content creation is critical | Nearly half of B2B buyers require multiple content pieces before sales engagement, stressing quality over quantity. |
| Early stage content is influential | Initial content plays a vital role in engaging potential buyers, signifying its impact on lead generation. |
| Content diversity is important | With 3-5 pieces consumed, offering diverse and relevant content can cater to varied buyer interests. |
| Lead nurturing strategies must be content-driven | The pre-sales phase is heavily content-dependent, requiring content-centric nurturing strategies for leads. |
#5. Documented Content Strategy Followed by 40% of B2B Marketers
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 Suggest | Justification |
|---|---|
| Documented strategies are not universally adopted | Despite content marketing’s importance, only 40% B2B marketers document their strategies, implying scope for improvement. |
| Competitive edge through strategy formalization | A written strategy can offer a competitive advantage, evidenced by its adoption by a significant minority. |
| Strategy documentation aids in alignment | Documenting content strategy can foster team alignment, a key success factor implied by this statistic. |
| Evaluation of current strategy is crucial | The 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 Suggest | Justification |
|---|---|
| A significant minority lacks strategy | A substantial 27% of B2B marketers are operating without a content marketing strategy, signaling an industry vulnerability. |
| Increased risk of inefficiency | Without a strategy, marketers risk inefficiency and ineffectiveness in content creation and distribution. |
| Strategy creation is a market opportunity | This gap presents a significant opportunity for marketing consultants and strategic service providers. |
| Need for strategy education is high | The 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 Suggest | Justification |
|---|---|
| Video is a dominant content format | Given that 75% of B2B content marketers utilize video, it’s clear that this format is highly influential. |
| Investing in video content is crucial | The widespread use of video suggests its effectiveness, indicating the necessity of investment in video content creation. |
| Multimedia skills are essential | This heavy reliance on video underscores the need for marketers to possess or acquire multimedia production skills. |
| Opportunities exist in video innovation | The 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 Suggest | Justification |
|---|---|
| Content is key to brand awareness | The vast majority of B2B marketers use content for brand awareness, demonstrating its critical role. |
| Branding should be integrated in content | Given its use by 86% marketers for brand awareness, content should reflect and reinforce brand identity. |
| Measure content impact on brand recognition | The data underscores the need for metrics tracking content’s contribution to brand awareness. |
| Opportunities for brand-differentiated content | The 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 Suggest | Justification |
|---|---|
| Social media is a vital distribution channel | A vast majority using social media for content distribution underlines its crucial role in B2B marketing. |
| Social media skills are mandatory | Given the prevalence of social media use, marketers must be proficient in leveraging these platforms. |
| Social media strategy is a must | The data suggests a clear need for a well-defined social media strategy for effective content distribution. |
| Continuous social media optimization is essential | Given 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 Suggest | Justification |
|---|---|
| Short articles/posts are a preferred format | The high usage suggests that short articles and posts are a highly effective content type in B2B marketing. |
| Brevity and value are key | Given their popularity, content must be concise yet valuable to engage the target audience effectively. |
| Consistent creation of such content is necessary | The data implies a need for regular production of short, impactful articles/posts. |
| Skill in short-form content creation is essential | Given their prevalence, mastering the art of short-form content creation is crucial for marketers. |
