Content Marketing Statistics-2017

I collected content marketing statistics from around the internet and made some comments on each of them. Not all statistics are fool proof.

Content Marketing Strategy

8% of marketers plan to add Medium to their marketing efforts in the next 12 months. (HubSpot, 2017)

Are all aware that Medium exists and what it is used for? How about now that some parts of it became available for paid only? Is it still viable and what about duplicate conent if you share all your blogs there as well?

On average, B2B marketers allocate 28% of their total marketing budget to content marketing. (Content Marketing Institute, 2015)

Sounds a lot like generalizing. You have to notice that it is B2B Marketers and not all B2B companies have a marketer working for them.

Only 30% of B2B marketers say their organizations are effective at content marketing, down from 38% last year. (Content Marketing Institute, 2015)

Could this be that people realized they aren’t as good as they thought they are and the industry has gotten a lot more challenging with more people doing content marketing. You have to count SEO into it as well.

55% of B2B marketers say they are unclear on what content marketing success or effectiveness looks like. (Content Marketing Institute, 2015)

Not having a measurement plan and right tools in place make it hard to prove that your content marketing efforts are actually providing value to the company.

32% of B2B marketers say they have a documented content marketing strategy. (Content Marketing Institute, 2015)

Having things documented is great but again a variety on which level this is documented would be good to see.

28% of B2B marketers say they have a documented editorial mission statement. (Content Marketing Institute, 2015)

Having a mission statement is good, as usual, and has everyone working towards the same goal. Which will help in the long run.

47% of buyers viewed 3-5 pieces of content before engaging with a sales rep. (Demand Gen Report, 2016)

Is this from B2B or B2C and what kind of content is counted towards this statistic? It can be a lot of people view content from outside of your company’s network. Do you have a process in place which can track it?

96% of B2B buyers want content with more input from industry thought leaders. (Demand Gen Report, 2016)

We follow our idols and people that are success so this is a no-brainer.

29 percent of leading marketers systematically reuse and repurpose content. (Curata)

Your content has a way longer life span than you might expect and you can re-use it in a lot of different formats such as infographics and whitepapers for example.

92% of marketers said their organization views content as a business asset. (Content Marketing Institute)

Marketers say…this is one person or departments view on the matter not the whole organizations.

Content Segmentation

48% of marketers support three to five buying stages with dedicated content. (LinkedIn Technology Marketing Community)

In the end this isn’t a lot and also does it truly support these different stages? You have to be measuring all the time and asking yourself if there is value in your content.

52% of marketers support two to four roles and buyer personas with dedicated content. (LinkedIn Technology Marketing Community)

Same question applies here than above. Are you sure you are supporting the purchase journey of your target profiles with your content?

63% of marketers create content by buyer persona; 38% by vertical; 30% by geography; and 30% by account or customer. (Curata)

Creating content to your target audience is extremely crucial. How detailed you can do your targeting depends on your department and target account size. Choose the ones from these that have the greatest ROI for you.

Buyer insight

Prescriptive content that lays out a formula for success was the most popular type of content among B2B buyers in 2017, with 97% citing it. (DemandGen Report – 2017 Content Preferences Survey)

Having a deep thought and actionable content gives you more results as it has things people can use. Especially when it has created success. Surprising is how high the percentage is here.

87% of B2B buyers give more credence to industry influencer content. Buyers also indicated they give more credence to peer reviews, third-party publications and user-generated feedback. More than two thirds (68%) of buyers said they frequently give credence to peer reviews and user-generated feedback. 60% give credence to content authored by a third-party publication or analyst. (DemandGen Report – 2017 Content Preferences Survey)

Feedback and third-party opinions are important. If somebody else than you believes in your product or service you will have easier time selling and marketing it.

Case studies are the top content type for buyers, with 78% accessing this format type when researching purchases in the past 12 months (vs. 72% in 2016). (DemandGen Report – 2017 Content Preferences Survey)

Lesson: Let the world know about your clients successes!

Buyers prefer LinkedIn as the top social network for sharing business related content, with 84% sharing business content on LinkedIn. But email remains the channel most buyers employ to share content, with 94% saying email was their number one channel for sharing. (DemandGen Report – 2017 Content Preferences Survey)

No surprise here that LinkedIn is viewed as the best place to share content for wider audience while email is for direct one-person sharing.

Buyers are most willing to register for and share information about themselves in exchange for white papers (76% said they will share information), eBooks (63%), webinars (79%), case studies (57%) and third-party/analyst reports (66%). They’re less willing to register for podcasts (19%), video (19%), and infographics (24%). (DemandGen Report – 2017 Content Preferences Survey)

Having valuable content in exchange for emails has become completely acceptable. Having the content in PDF format that you can print or read easily on other devices makes it sought after. As rise of marketing automation a lot of this gated-content has become the norm.


11% of marketers plan to add podcasting to their marketing efforts in the next 12 months. (HubSpot, 2017)

Yeah….planning doesn’t mean you will actually do it. Would be interesting to see what is the percentage

Podcast listening grew 23% between 2015 and 2016. (Edison Research, 2016)

64% of podcasts are listened to on a smartphone or tablet. (Edison Research, 2016)

People tend to consume on their preferred channel and these allow you to be on move or in a car when going to work.

21% of Americans age 12 or older say they have listened to a podcast in the past month. (Pew Research Center, 2016)

Not specific data but lets you know that there might be viable target audience in multiple segments and age groups.

Weekly podcast listeners consume five shows per week on average. (Edison Research, 2016) (Source:

If you are able to find your target audience that is into podcasts you have a high chance to have a loyal following.


53% of marketers say blog content creation is their top inbound marketing priority. (HubSpot, 2017)

Creating content can be time consuming and building an organizational attitude which allows this will take time and effort.

1 in 10 blog posts are compounding, meaning organic search increases their traffic over time. (HubSpot, 2016)

Especially if they are longer blog posts and not just couple of hundred words. They are most likely talking about blog posts that are way over 1,000 words each.

Compounding blog posts make up 10% of all blog posts and generate 38% of overall traffic. (HubSpot, 2016)

Same as above. Long from blog posts are read by people who want to learn more about a specific issue and not just daily news which don’t possibly matter the next day.

Over its lifetime, one compounding blog post creates as much traffic as six decaying posts. (HubSpot, 2016)

Focusing on quality over quantity does indeed prove to be useful…who knew!?

Companies that published 16+ blog posts per month got almost 3.5X more traffic than companies that published 0-4 monthly posts. (HubSpot, 2015)

Search engines like websites that update and this also allows comapnies to have more active social media channels.

B2B companies that blogged 11+ times per month had almost 3X more traffic than those blogging 0-1 times per month. (HubSpot, 2015)

Of course as a content is an investment into the future. Not something you create, publish and then archive after a week.

B2C companies that blogged 11+ times per month got more than 4X as many leads than those that blog only 4-5 times per month. (HubSpot, 2015)

Companies that published 16+ blog posts per month got about 4.5X more leads than companies that published 0-4 monthly posts. (HubSpot, 2015)

75% of HubSpot’s blog views and 90% of blog leads come from old posts. (HubSpot, 2014)

Old content has ranked properly in search engines and people on different stages of buyers journey find the content through search engines when doing research.

Some 15% of internet users read or comment on discussion forums such as reddit, Digg, or Slashdot, while 10% use the blogging website Tumblr. (Pew Research Center, 2015)

People spend time in online communities and social platforms. Reddit and friends aren’t outside of this scope.

43% of people admit to skimming blog posts. (HubSpot, 2016)

Reading headlines is normal and people read in capital F-way websites. If there is something of interest they will stop.

Titles with 6-13 words attract the highest and most consistent amount of traffic. (HubSpot, 2016)

How much higher in general. As this could be just 1%. However, it does make sense to do this if it accumulates more traffic.

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