With 82% of businesses using content marketing, it’s at the root of most businesses’ marketing strategies.
Rightly so, as more customers expect more content from their favorite brands as we move ahead in 2024.
This article will help you understand the current state of content marketing and provide you with an overview of new strategies, consumption, and more.
Content Marketing Statistics 2024: Top Picks
- 73% of B2B marketers and 70% of B2C marketers use content marketing.
- 72% of marketers believe their content marketing strategy has increased engagement and traffic.
- 76% of marketers report that content marketing generates leads.
- 82% of companies use content marketing.
- 83% of marketers say focusing on quality rather than quantity of content is better, even if it means posting less often.
- 40% of marketers believe creating more visual and video content improves their content marketing.
Content Marketing Usage
Content marketing is used by most businesses to increase their reach returns and increase sales rates. Content marketing also helps generate qualified leads for businesses.
- 82% of companies use content marketing.
- 73% of B2B and 70% of B2C marketers use content marketing as part of their marketing strategy.
- Half of all marketers say they outsource some content marketing.
- Blogging is one of the top media formats marketers plan to leverage for the first time in 2024.
- 83% of the B2C marketers create short articles/ posts.
Meanwhile, 61% of content marketers have created or used videos in 2023. The usage of long-form articles increased from 22% in 2022 to 42% in 2023.
- The pandemic lead to an increase in content usage by 207%.
Source: Content Marketing Institute, WPbeginners, Hubspot, Search Engine Journal.
Content Marketing Strategy
- 83% of marketers say it’s better to focus on quality rather than quantity of content, even if it means posting less often.
- 47% of businesses research their audience.
Other major content marketing strategies that businesses follow, are:
- 46% perform search engine optimization
- 44% said improving the quality and value of their content has led to success
- 45% are publishing more content and publishing more frequently
- 41% said analyzing their competitors influenced their success
- 42% said updating existing content has boosted their content marketing value
- 40% said creating more visual and video content improved their content marketing
- 55% of the businesses said that creating more content and posting more often helped them.
Here are further details about the tactics that have helped the business to boost their rankings.
- Creating more content and posting them often: 55%
- Improving the quality of the content: 53%
- Creating more research-driven content: 37%
- Paying more attention to keyword research: 36%
- Improving technical SEO on our website: 30%
- Building topic clusters and content hubs: 24%
- Link building and guest posting: 21%
- 50% of marketers plan on increasing their investment in content marketing in 2024.
- Over 41% of marketers measure the success of their content marketing strategy through sales.
- 42% of the marketers use content automation, 82% use SEO tools, and 88% use web analytics tools.
Source: Hubspot, Semrush, Ahref.
Types Of Content
- 83% of the content marketers create articles and posts, while 61% create videos.
These are the top two contents B2C marketers used in 2023. The usage of long-form articles, including videos, blogs, and infographics, increased to 42% from 22% recorded last year.
- Short content of 300 to 900 words attracts 21% less traffic and 75% fewer backlinks than articles of average length (900–1200 words).
- Short-form video is the top leveraged media format in marketers’ content strategies.
- 87% of marketers say that video has increased traffic to their websites.
- Interactive content witnessed a 52.6% extra engagement rate compared to static content.
Buyers spend an average of 8.5 minutes viewing static content and 13 minutes viewing interactive content.
- According to 67% of marketers, video content has gained the most importance in the last year.
- 38% of the marketers say that the video content produces the best results.
Source: Content Marketing Institute, Search Engine Journal, Ahref.
Content Consumption
- 51% of the content consumption comes from organic searches.
- On average, Americans spend 7 hours per day consuming content.
- The average daily reader spends only 37 seconds reading a blog post.
- 64% of Americans listen to podcast content.
- 91% of the people wanted to see more video content from their favorite brands.
Source: Ryan Robinson, AHREF.
Benefits of Content Marketing
- Content marketing generates over three times as many leads as outbound marketing and costs 62% less.
- 76% of marketers report that content marketing generates demand/leads.
This is a 9 percent increase since last year. Plus, 63% of marketers say that content marketing helps to nurture the leads, and 50% say that it helps build loyalty with existing clients.
- Websites with blogs have 434% more indexed pages than those without a blog.
This helps increase visibility and drive organic traffic on the website. Plus, the backlinks from high-quality websites can drive traffic to the site.
- 81% of marketers reported that content marketing helped them create brand awareness.
Meanwhile, 63% of the respondents reported success in building a growing loyalty with existing clients and customers.
- 70% of the people said that they would rather get to know a company through an article rather than an advertisement.
Source: Ahref, Content Marketing Institute.
Challenges Of Content Marketing
- 57% of the content creators cited that creating the right content for the audience is one of the major challenges of content marketing.
- Scaling content production is one of the most common challenges cited by 48% of content marketers.
- 48% of content marketers think aligning content with the buyer’s journey is challenging.
Meanwhile, 45% of marketers think aligning content efforts across sales and marketing is a huge challenge.
Here are further details about the situational challenges that B2B content marketers face.
| Challenges B2B content marketers face | Percentage of marketers |
|---|---|
| Lack of resources | 58% |
| Aligning contempt with the buyer’s journey | 48% |
| Aligning content efforts across sales and marketing | 45% |
| Workflow issues/ content approval process | 41% |
| Accessing subject matter experts (SME) | 39% |
| Keeping up with new technologies | 34% |
| Lack of strategy | 25% |
| Keeping up with privacy rules/ regulations | 19% |
| Technology integrations | 15% |
- Another 41% of marketers reported that attracting quality leads with our content seems to be the biggest challenge.
Here are some of the challenges that content marketers face while creating content.
- Promoting content and generating enough traffic: 39%
- creating content that resonates with our audience: 31%
- Increasing the ROI of the content: 30%
- Attracting quality leads through the content: 41%
- 64% of the B2C marketers reported that changes in the SEO and search engine algorithms are one of their major concerns.
Meanwhile, 53% and 48% of them say that changes to the social media algorithm and data management and analytics are one of their biggest concerns.
- 69% of the marketers said that the time required to produce video content is a challenge.
Some other challenges that marketers face while generating video content are
- Producing enough video content: 52%
- Generating video content consistently: 56%
- Human resources required to produce videos: 43%
- Production of high-quality videos: 43%
- The cost required to produce videos:40%
- Choosing the right distribution channel: 14%
- Expertise required to produce videos: 31%
Source: Search Engine Jornal Hubspot, Content marketing institute, Hubspot.
AI In Content Marketing
- Nearly half of content marketers use AI to brainstorm new topics.
46% use it to research headlines and keywords, and over 36% use AI tools for writing.
- 48% of content writers cited that working with new technology, such as AI, was the most popular skill of interest in 2023.
It was followed by interests like improving data analytics/data science skills (42%), and leadership skills (42%).
- 58% of marketers using generative AI for content creation said increased performance is the top benefit.
- 62% of content marketers are concerned that AI will result in less respect for skilled writers/editors.
Meanwhile, 45% of marketers fear that AI will take their jobs.
The following table displays the worries marketers have about Generative AI.
- Less respect for skilled writers and editors: 62%
- Writing/editing is viewed as a commodity:55%
- Lower compensation for writers/editors: 46%
- Fewer jobs for content marketers: 45%
- Large workload for writers/ editors: 17%
- Not concerned about AI-related impacts: 17%
- 19.2% of marketers spend over 40% of their marketing budget on AI-driven campaigns.
- 75% of consumers trust content written by generative AI.
Source: Content Marketing Institute, Hootsuite, Pecan AI, Ahref.
