With the rise of blogging in the early 2000s, businesses began to allocate resources toward creating in-house corporate blogs. Companies may now confidently contuse content marketing since it is effective. I’ve provided you with some content marketing advice and shown several instances of effective content marketing.
These are some concerns you may have in 2020:
I need help with content strategy!
Whom in the firm should you collaborate with while developing content?
What strategies are your rival businesses and brands doing in content format to succeed?
Foresight into the future of content marketing may be gained by reviewing the most critical findings from recent academic and practitioner research, which are compiled here. In this essay, I will discuss five aspects of content marketing.
Statistics for Content Marketing in General
Start with some content and blogging statistics that prove the value of content marketing for companies.
- 65% of C.M.O.s and 58% of V.P.s of marketing agree that a company’s brand is essential in influencing consumers’ purchasing decisions.
According to a poll conducted by Altimeter among 500 senior digital marketers in the United States, Canada, the United Kingdom, Germany, France, China, and Australia, increasing brand recognition is the primary objective of any digital marketing plan.
Brand recognition and loyalty may be expanded via content marketing if the content helps the target audience. 70% of businesses use content marketing regularly.
- How crucial is content marketing, really, for businesses?
According to research by Econsultancy, it is the second most valuable talent for future marketers.
If we want to be more specific, the most valuable content marketing talents are in social media and content promotion. Copywriting and writing abilities are in second place.
60% of marketers consider content marketing crucial to their overall strategy.
- As content marketing has developed, its efficacy has come to be assessed regarding sales made by 27.9% of marketers and leads created by 22.4%.
‘Total sales’ was revealed to be the most used metric by marketers in the Hubspot survey.
Is it your goal to take stock of your company’s current state? If you need guidance, consider Gartner’s five tiers of content marketing.
- Customer personas and journey maps, as seen in the above model, signal a shift toward more severe content production. Less than 40% of content marketers define and record their strategy; therefore, doing so is crucial.
- According to SEMRush, the primary purposes of content marketing are to increase site traffic (71%) and generate high-quality leads (75%).
- In 2019, over half of the businesses (46%) spent less than $10,000 on content marketing. Many also have no plans to boost their spending on content in 2020 substantially.
Only 24.26 percent of businesses, according to a Hubspot Survey, plan to raise their content expenditure in 2020.
- Hubspot also found that website traffic and social media engagement are the top two indicators for content marketing. However, SEMRush reports that businesses focus on organic traffic and leads.
Are you curious about the average size of a content marketing team?
Most businesses (78%) employ anything from one to three professionals, the most common of which are writers, social media managers, and SEO content managers.
- Do you have any idea how businesses create such high-quality content?
You’d be wrong if you said they had a team and internal resources. The most often outsourced service is writing content.
Businesses still struggle, however, with the content writing problems that come with attracting more visitors and producing excellent leads. One possible explanation is that firms aren’t spending enough on creating high-quality content.
- According to Mantis research, Fewer than 40% of marketing departments have undertaken original research in the last 12 months,
Is it beneficial to you?
According to Orbit Media, the bloggers post original research are 2.9% more likely to declare “strong” outcomes.
- It may take up to 150 hours to complete a research project from scratch (a couple of months). Surveys, analyses of private data, and information from outside sources are all examples.
Doing this kind of investigation may significantly impact how people see your company and bring in a flood of new customers (besides an uptick in vanity metrics like social shares and links to your site).
While B2B firms are more advanced in their research use, B2C firms are beginning to embrace it. The time to start is now.
SEO and Content Marketing Data
The importance of distribution in exposing your information to the right people continues rising as more firms produce more. We expect a lot from your stuff and don’t let you down. Of course, the question then becomes, “On what platforms does it make sense to promote content?”
Consider the following data on content marketing and SEO as you plan your distribution strategy for 2018:
1. As reported by Hubspot’s State of Marketing Report, Approximately 64 percent of marketers use search engine optimization (SEO) strategies.
2. SEO tools utilized by marketers are Google Analytics and Google Search Console.
3. According to Ahrefs, 90.63% of sites get no organic traffic from Google.
4. Even worse, fewer than half of all Google queries now actually produce a click. That being said, the number of queries that may lead to organic site traffic is steadily decreasing.
Knowledge panels, advertisements, clarification boxes, and more are all making their way into Google’s search results pages.
Is it necessary to focus only on social media to promote your content?
5. Google is still the most popular source of referral traffic on the Internet. Consequently, a fantastic strategy to gain significant traffic is still to write high-quality content and create links.
6. Brightedge’s research shows that 53% of all traffic comes from organic sources.
So Google is still your greatest buddy for obtaining free and compounding traffic.
7. According to a study conducted by SEMRush, organic traffic is the most important indicator used by businesses to evaluate the performance of their content, followed by leads, page views, and conversion rate.
8. Contrarily, the median engagement rate on Facebook is.09%, and on Instagram, it is 1.6%. Pay-per-click ads on these sites (which we’ll discuss further) are your best bet for attracting a sizable audience.
People seldom browse to the second page of Google, so if you want to increase your organic traffic, you need to get your content to rank in the top 10 for your target keywords.
9. According to Backlinko’s research, the click-through rate (C.T.R.) for the top position is 31.73 percent and steadily decreases. Consider the massive disparity between the average number of clicks received by listings in positions 1 and 10.
This implies that you must have a first-page Google ranking for your website. If you improve your order by one spot, your relative C.T.R. will rise by 30.8%. (considering all other things equal).
If you want to get on the top page of Google, how do you do it?
Don’t take at face value Google’s public pronouncements and standards. According to Sparktoro’s poll of marketers, the vast majority of these claims are untrue or deceptive. Let’s examine further evidence, such as SEO data and research, to determine the most crucial aspects.
- Based on an analysis of 1 million search results:
- Rankings were most strongly connected with the number of backlinks to a page.
- The quantity of linking domains is also crucial,
- links within the same field have a decreasing return.
- After analyzing 912 million blog articles, researchers from Backlinko and BuzzSumo discovered that 94% of all blog posts have no external connections. To succeed, you need to do more than just write great content.
- What additional methods exist than search engines through which your material might be promoted?
Since 94% of firms polled by SEMRush use social media marketing, you may already be doing so.
But make sure your expectations are realistic from the start.
- GrowthBadger found that out of 3.25 billion visits, Google was responsible for eight times as much traffic as all social networks.
Forming meaningful connections with others is the primary goal of using social media. Instead of just broadcasting information, it should be used as a means of ‘engaging’ with your target demographic. You should only sometimes share external links to items on your site.
In addition, viral pieces on B2C issues that appeal to the masses tend to get more shares than content created for the business-to-business market. This is due to the specific nature of the target audience for discussions on topics like “marketing,” “hiring,” “branding,” etc.
- Sharing rates for B2C material are 9.7 times higher than those for B2B content.
- Compared to other major social media sites, Facebook is the most crucial driver of traffic. At least 13.52 percent of all web traffic is generated by the social network’s commercial and advertising-related sub-niches.
Facebook was also revealed to be the most popular platform for sharing content in a poll conducted by HubSpot. Since it yields the greatest return on investment, it naturally enjoys the most popularity.
- Don’t overlook the potential of your email list in the service of content dissemination while we’re on the topic. You have complete control over the content sent via email, so algorithm adjustments will not impact your inbox.
You’re losing out if you don’t gather email addresses because you believe that Email is a dying medium that no one uses anymore.
- According to Drift’s annual research, Email is still the most used means of communication in 2019.
- Email marketing provides a return on investment of a little over $42 for every $1. A single email address is now worth £37.32.
- Guest blogging is another excellent content dissemination approach that I often do. It’s a terrific
way to connect with others and spread the word about your business, and it may also boost your site’s authority by generating links from reputable sources.
I increased monthly traffic with just guest writing from zero on a brand-new WordPress install to over four thousand.
- The final piece of advice I have before we move on is to ensure your title is search engine and social media-friendly.
- Ensure your headlines aren’t shortened by keeping them under 70 characters in search engine results.
- HubSpot discovered that the sweet spot for Twitter shares was between 8 and 12 words in length, making that range ideal for social media optimization. And most Facebook likes went to posts with either 12 or 14 words. Use this formula instead.
Business Blogging and B2C Content Marketing Statistics
According to a recent survey, seventy-seven percent of all internet users regularly read weblogs.
And by 2020, there might be as many as 31.7 million bloggers in the United States alone!
Let’s narrow our focus to the finances, trends, and difficulties that affect business-to-consumer content marketers and business bloggers in this area. The first significant number is as follows:
- Three out of four B2C marketers in the Content Marketing Institute’s annual survey report that their company is highly effective at content marketing. The following is a list of objectives that B2C marketers say they have accomplished during the last year.
- But just a third of B2C content marketers said they have a written plan.
- Furthermore, half of the respondents say they create content for each funnel level. Keep in mind that content is a marketing channel, the effectiveness of which must be measured.
Most companies ignore the middle and bottom of the sales funnel in favor of superficial indicators like website traffic.
- This is why just 54% of businesses think that their consumers get the best possible experiences for the whole of their interaction with the company. It’s a helpful prompt to get you to start creating content for the “middle” and “bottom” of your sales funnel if you aren’t already.
Below, we’ve broken down the variance in reported outcomes across various factors, as indicated by the organization’s content marketing maturity level.
- The three most popular tools among business-to-consumer marketers for content promotion are:
- 84% in social media reporting and analysis
- 83% of organizations use some kind of analytics tools
- 72% using an email marketing tool
- According to data collected from 1,117 bloggers by GrowthBadger, the top-earning bloggers place a premium on organic search traffic from Google. Moreover, bloggers making over $50,000 a year are 4.3% more likely to do keyword research than those making less than $50,000 yearly.
- The average earnings for a content creator in the U.S. are between $34,125 and $42,607.
But is higher education essential to finding satisfying work?
According to Zippia, the median educational level of content producers is a bachelor’s, while 11.2% have a master’s.
- According to a poll conducted by Orbit Blogger among 1000 bloggers, longer posts are now the norm, with the average blog post clocking in at 1236 words. When compared to 2014, the average length has increased by 56%. The average time it takes a blogger to produce a post is 3 hours and 57 minutes.
Concerns that “no one has the time to read” are unfounded, according to Shreya Dalela, creator of The Creatives Hour and B2C content marketer.
The Kama Ayurveda blog already had over 40 pieces of content when I took over content marketing for the company, and fresh posts were being made at least once a week before I arrived. Even still, the blog had zero organic visitors. The absence of a content strategy was a significant contributor. However, each post only averaged about 500 words, so I expanded upon some of the most popular ones, such as this one on Dhanwantharam Thailam. I also included appropriate visuals. A steady increase in foot traffic has been seen!
- A study by SEMRush of 700,000 articles indicated that content with 3,000 or more words garnered 3.5 times as many links as shorter content. They saw a tripling of their traffic and a quadrupling of their shares.
Remember that writing for humans should come before writing for search engines. According to a poll conducted by Databox, this is the case for 104 content marketers and search engine optimization specialists. Search engines won’t be your primary source of revenue, but actual people will.
- So it stands to reason that bloggers who put more effort into their postings would get higher results. Some 38% of bloggers, for instance, claim to get “strong effects” from posts that took them 6 hours or more to write.
- The strategies that are the least used are the ones that end up succeeding the most. Examples include working with influencers, marketing material via sponsored channels, and writing headlines containing ten or more words:
- There isn’t enough interest in most online material on social networking. Only 1.3% of all articles are shared on social media, but these “Power Posts” get 75% of all shares.
Understanding the audience’s expectations across social media channels is crucial for achieving spectacular outcomes. The next step is to provide content that influences customers to take actions that help you achieve your objectives. The HubSpot decision structure is shown here.
- There are 343% more email-collection strategies used by bloggers with incomes above $50,000 per year than those below $25,000. These high-income bloggers are likewise more likely to be promoters (70% are) and to do so more often (85% are) than bloggers with lower incomes (45% are).
- In most business-to-consumer companies, the content marketing team consists of a single person or none at all.
- More than half of business-to-consumer organizations (B2Cs) use outside help for at least part of their content marketing operations, with a content generation being the most often contracted-out service.
- Almost nine in ten business-to-consumer marketers (86%) verify facts before publishing, and 60% put answering questions ahead of making a sale. Besides running it via software like Grammarly, I think a human proofreader is necessary.
- Typically, B2C content creators cater to four distinct demographics.
- In 2020, content marketers wanted to emphasize content quality and quantity, along with increasing the quality and conversion of their consumers.
So now, let’s examine the business-to-business equivalent and see where content marketing is going in that sector.
B2B Content Marketing Statistics
It may be a surprise to learn that 61% of all B2B purchases begin online, and 51% of clients use social media to do preliminary research.
Thus, B2B companies may benefit from content marketing. Specifically, a review of 500 SaaS providers found that the most popular 10% of SaaS blogs had an average of 104,000 organic search views each month.
Let’s look at additional B2B content marketing data so that you can make a well-informed choice.
- Eighty-six percent of B2B marketers say they have increased brand recognition in the last 12 months, 79 percent say they have educated their target audiences, and 75 percent say they have boosted their credibility and trust.
- Successful business-to-business (B2B) content marketers record their strategy and check that it aligns with their objectives and audience. Moreover, 44% of these high-achieving companies have a unified content marketing team that serves the whole enterprise.
- About one-third of B2B companies don’t have a content marketer on staff. However, this figure falls to 13% among the highest achievers. You need a committed group of people working on your content marketing if you want to see results.
- You may, of course, hire a specialist to fill in the gaps in your knowledge. The majority of content marketers (84%) want to outsource their content generation.
- Most (93%) of B2B articles get no inbound links.
We are attempting to increase the number of links and shares your work receives.
To that end, make your posts more extensive.
- Based on an examination of more than 52.892 B2B articles, BuzzSumo found that 73.99% of content pieces (or 39,136 articles) were under 1000 words. Shorter pieces tend to have lower evergreen ratings, social interaction, and backlinks, whereas more extended essays tend to have the opposite effect.
- Video material is another option for adding diversity. 53% of I.T. B2B buyers said videos were the most helpful content. It’s also conceivable that they’ll spread them around.
- You may reuse old scripts instead of writing new ones for your videos. Because of the money and time, it may save, this strategy has gained some traction in marketing.
- Eighty-eight percent of the most effective B2B marketers place the audience’s demand for knowledge ahead of their own company’s sales or promotional message when developing a content marketing plan.
- You must create content for each step of the client journey if you run a software-as-a-service business. To avoid losing customers at the bottom of your sales funnel, you should “think what growth constraint content may ease,” as Jimmy Daly said.
As I noted in my piece on SaaS statistics, the fastest-growing SaaS firms use a hybrid of content marketing strategies. Consumer complaints are addressed with public relations (P.R.) information about the firm and its goods.
- The time and effort required to create so much material make gaining social shares and inbound links challenging. That much is certain. However, social media and the organization’s website/blog are the best organic avenues for material dissemination. After that, you may expect an email.
- Top-performing B2B content marketers are 46% more likely to use influencer/media connections (compared to the industry average of 34%) and 63% more likely to guest post in third-party publications (48% vs. Guest blogs are a great way to increase traffic, and I’ve used them successfully on many websites (including T.E.A. and this one).
- Try your hand at paid distribution as well. Eighty-four percent of people in a CMI poll said they used it. Paid social media was utilized by 72% of those who used paid distribution. This means you can test it out.
Podcast advertising is a less common option you might explore if you’re feeling bold.
Consistent funding for content marketing initiatives is essential, but only if the results can be quantified.
- It would help if you tracked relevant indicators to guarantee that your content generates a favourable return on investment. According to Marketing Charts, by 2020, 69 percent of B2B businesses will prioritize analytics and measurement.
- 80% of B2B marketers are utilizing analytics to track content’s success, and 59% are doing a great job or proving their investment’s worth.
If you haven’t already begun to track the success of your content marketing, you should start by familiarising yourself with the ten most often monitored KPIs in Google Analytics. Email engagement is also an excellent place to start since it is the most closely watched statistic by B2B marketers.
- Over 40% of B2B companies anticipate increasing their spending on content marketing in 2020, but quality remains their top concern. 48% of B2B content marketers will prioritize the quality of their audience and conversions in 2018.
Finally, let’s talk about how much it costs to make content marketing work.
- The good news is that even multi-million dollar B2B companies may be successful with a modest content marketing spend.
- It was found that 36 percent of all marketers had annual budgets of less than $100,000. All respondents spend an average of $185,000 annually on content marketing, but even a small business needs a budget of roughly $272,000 to get positive results.
Video and Visual Content Marketing Statistics
I previously provided data on the future of video marketing in 2020. Below, I will briefly recap some high-level facts about videos and visual content marketing.
- 80% of consumers report switching between internet search and video while making a purchase. That’s why companies should put more resources into making films.
Which service do people choose to watch videos on the most?
- According to a study by Social Media Examiner, 62% of marketers plan to enhance their organic efforts on YouTube. 71% said they’d use YouTube more in the future, especially for their video marketing efforts.
Even the most successful bloggers nowadays spend time making videos and writing blog posts.
However, marketers don’t often prioritize live video.
- 43% of marketers, that’s a lot, don’t even utilize live video. Facebook also ranks first for live videos (34%).
- In comparison to other forms of B2B content, videos and infographics have a higher BuzzSumo evergreen score (which suggests better backlinks and social shares over time).
- Be sure to incorporate subtitles before releasing the product, which might increase customer retention by 40%.
- When large corporate gatherings are canceled, one alternative that still provides value is to do online seminars called webinars. The typical webinar participant spends a stunning 53 minutes listening to presentations.
- In a typical visit to a website, a user will only read 20% of the words shown to them before moving on to the next.
- Also, 65% of people in the general population are visual learners; after three days, they retain 65% of the visual knowledge compared to 10% recall for the written material.
- Venngage polled two hundred content marketers, and their responses indicated that images would continue to play a significant role in marketing plans for 66% of companies in 2020 and 2021.
- 25% of marketers plan to allocate 10-20% of their 2018 expenditures to developing visual content.
- 74% of marketers said they used graphics in more than 70 percent of their published content. Stock pictures are their primary source of visuals, followed by unique graphics.
In his role as ConversionXL’s chief content strategist, Derek Gleason refers to the practice of using stock images as “editorial debt.” Be mindful of simple ideas to imitate if there is intense competition in your area. As a result, you may want to remove them in a subsequent draught.
- Don’t be shy about using ten or more photographs in those in-depth pieces you’ve been working on. Bloggers who employ ten or more photos in each article are 2.5 times more likely to claim “strong results,” according to research by Orbit Media.
- Nielsen’s research on eye tracking revealed that people look closely at photographs and graphics that provide essential information but skim through flashy visuals meant to “jazz up” websites. Therefore, it is preferable to use unique visuals and media.
- It’s difficult for most marketers to develop visually compelling content continuously in less than two hours each week.
- Suppose this sounds like you; try out several designer agencies (like Graphic Rhythm Design). Software like Canva and Venngage may be used to create visually appealing material, and they also have premade layouts for your convenience.
- You’re prepared to make brand graphics. Then you should check out what Shutterstock sees as the most popular colors for 2020. Lush lava, Aqua Menthe, and Phantom Blue are just a few of the spectacular colors it thinks will be popular. According to Xerox, the right color palette may increase consumer recall of your brand by as much as 80 percent.
One of the most efficient ways to grow your brand, strengthen customer bonds, and earn your audience’s trust is via content marketing. This article provided data on the state of content marketing, revealing its current trends and the proven methods that have been the most successful.
If you want to create an effective content strategy, you should not use the information in this article as a springboard but instead should use your originality. Avoid mindlessly following these fads since doing so may not benefit your company and lead you to resemble the average of your peers.