Video, Podcast or Blog? B2C Content Marketing Statistics

smiling man looks into laptop

If you’re on the fence about whether content marketing is really worth investing in this year, then this rundown is about to tip you confidently into the “let’s do it” camp.

True, there’s the wrong way to do content marketing – where you spend shovel loads of cash, fail to see return on investment, and end up damaging your customers’ trust in you.

But with some wisdom – and awareness of the potential pitfalls – you can begin generating leads faster than a Labrador eats his breakfast.

Here’s the good news: customers already want, expect, and even enjoy content marketing. Do you still need persuading of the benefits of content marketing?

And if you’ve not got the skills to handle it in-house, plenty of companies do.

What is Content Marketing?

Creating and distributing high quality content (such as blog posts, whitepapers, seminars or videos) to educate and persuade your audience towards your business goals.

Most Important B2C Content Marketing Statistics

If you’re short on time, we’ve got the major takeaways for you right here:

  1. There’s a 73% correlation between a brand’s cultural relevance and its revenue
  2. 89% of content marketers publish mainly website or blog content
  3. 77% of internet users read blogs
  4. Just 22% of B2C marketers avoid paid content channels
  5. 55% of B2C marketers outsource content marketing
  6. B2C marketers dedicate an average 26% of their total marketing budget towards content marketing, with the most successful content marketers dedicating 40%
  7. Only 33% of B2C content marketers always use data in their distribution strategies

What’s the Value of Content Marketing?

Finding information is the top reason people use the internet across all age groups, according to 2023 research from Data Reportal. That proves web users are already looking for answers – and your content could help to find them.

Content marketing looks different for every business. But it’s worked well for one medical equipment business leader, in particular. Here’s what Robert Leonard, CEO of Aimvein had to say.


“Content marketing has helped me to attract new customers and grow my audience. By creating engaging and informative content, I have been able to reach new people and persuade them to try my products or services. Content marketing has helped me to build trust and credibility with my target audience. By providing valuable information and demonstrating my expertise, I have been able to gain the trust of potential customers, which is crucial in converting them into paying customers.”

Robert Leonard, CEO

B2C Content Marketing Strategy Statistics

There can be a lot of pressure to get your game plan right before the busier seasons of work come rolling through. And with good reason – successful content marketing relies on sharing enough high quality content at regular intervals to keep your audience watching.

Let’s look at some stats relating to strategy.

  • Just 37% of B2C marketers have a documented content marketing strategy
  • 78% of content marketers use paid channels
  • 61% plan to invest in social media/community building in 2023
  • 77% of B2C marketing leaders will invest in video in 2023

Types of B2C Content Marketing

“Content” is such a broad term it’s easy to forget all the things it can encompass. While it’s exciting to brainstorm creative ideas with your team, it’s important to be practical about the skills and software realistically available. That said, if you’re open to experimenting with new formats, you could hit the jackpot with a new way to engage your audience.

What's the Difference Between Paid and Unpaid Media?

When you browse the web, use a search engine or social media you’ll come across content by coincidence. That’s unpaid media (also known as “organic content”), meaning nobody paid for that content to appear on your screen.

Or you’ll come across it because someone paid a platform to show it to you. Promoted posts on Instagram, sponsored results on Google search or adverts on Spotify are all examples of paid media.

With the rising cost of doing business, appetite for paid media has taken a dip. In fact, only 63% of B2C marketers are using paid media now, compared with 78% the previous year. That may well be justified as just 9% of website visitors come from paid search compared with 17% of traffic coming from organic (unpaid) search.

Adding to that, the number of users it’s possible to reach with Facebook adverts in the US shrank by 2.6% in 2023 (compared with 2022). Instagram’s potential ad reach shrank by 10% in the same period.

It seems that increasing social media marketing costs are putting off more businesses from investing in paid channels these days. Everyone is looking for ways to reduce costs, as well as keeping a closer eye on return on investment (ROI) and return on advertising spend (ROAS).

It’s worth remembering that free tools such as video, image, and audio editors are becoming more widely available. On top of that, many bodies offer free marketing templates to download and customize according to your branding. You may not find these as hard to use as you may think.

Social Media Marketing Content Statistics

Publishing content on social media allows you to show up where your audience already is. It’s a brand’s way of taking part in conversations that are already going on around them. If you’re not already there, you’re in a tiny minority of businesses; 95% of B2C marketers shared content (without paying for its promotion) on social media channels in 2022.

Here are the social media marketing stats you need to know:

  • 64% of Twitter users always research a product online before buying
  • 27% of US adults spend more than 14 hours on social media every week
  • Facebook had 175 million users in the US in early 2023
  • YouTube ads reached 79% of US internet users in January 2023
  • 76% of Twitter users bought something because of a conversation they had on Twitter
  • 56% of marketers increased their budget spent on TikTok in 2023

Video Marketing Content Statistics

  • 88% of people bought something because of watching a video
  • The average person watches 17 hours of video online every week
  • Millennials love video the most: 75% of consumers aged 18-34 watch videos at least once a day
  • 54% of viewers watch a video (of any duration) all the way until the end
  • 62% of video watchers stay until the end of a 60 second video
  • People are twice as likely to share video content with their friends than any other type of content, including social media posts

With the increasing spread of TikTok and Instagram reels, short-form videos are becoming an indispensable vehicle to drive your digital marketing strategy and reach wider audiences. It’s no surprise video is an effective tool for marketing – snappy, visual pieces of information are quick and easy ways to get your message across to potential customers.

graphic stating 88% of People Have Purchased Due to a Video

But not only is it an easy marketing output, in some ways it has become necessary, as 43% of businesses said video was made essential by new challenges like the COVID-19 pandemic. Here are some more business-specific video marketing stats:

  • 77% of B2C brands invested in video in 2023 (up from 73% in 2022)
  • Social media is the most common way for marketers to share videos
  • 71% of marketing professionals made social media vids in 2022
  • For businesses that don’t make videos, 30% said it’s because they lack time (while just 5% felt the ROI was unclear)
  • The US spends the most on digital video ads of any country in the world: over $81bn

However, video marketing can be quicker and cheaper than you think. 55% of video marketers create their own videos in house, and 40% of businesses spend $0 to $450 on a typical video – with an in-house team of video content producers and a low average spend, you should be able to embed quick and cheap video into your marketing game plan and work at scale.

Podcast Marketing Statistics

Where’s the best place to find listeners? The largest podcast platforms in the US are: Spotify, SiriusXM Podcast Network, and iHeartRadio according to data from Edison Research.

A podcast advert costs $10-$50 on average, although advertisers will ask for a minimum investment. For instance, you’ve got to spend at least $250 for a campaign on Spotify.

Here’s what else you need to know about reaching podcast listeners:

  • 61% of Gen Zers visited a company’s website after hearing a podcast ad
  • 70% of listeners aged 13-24 wanted to purchase the product they heard advertised on a podcast
  • 38% of retail marketers said podcast advertising gave the best ROI of any media channel
  • 47% of 13-24 year olds listened to a podcast in the past month (2023) – that’s 24 million Americans
  • 41% of Millennials tune into a podcast at least every week
  • 21% of those aged over 55 listened to a podcast in the past month (2023), down from 26% in 2021

Organic Search Marketing Statistics

When it comes to organic search, you’ve got an advantage because readers have come looking for your content. That gives a high likelihood of them engaging with your work – because they really want to know what the options are.

What is Organic Search Marketing?

A marketing tactic that pulls in users of search engines (such as Google or Bing). It’s an unpaid marketing channel because search results are determined by algorithms rather than paid slots.

In the world of organic search marketing – also known as search engine optimization (SEO, for short) – marketers usually focus on “commercial intent” to find the most ready-to-buy consumers.

For example, an ecommerce SEO strategy would include creating web content like “Best Ride-on Lawnmowers to Buy this Year” or “Noise-Cancelling Headphones Recommendations” to draw in customers.

Here are the stats for organic search marketing in 2023:

  • 53% of shoppers always research better options before buying something
  • 85% of consumers say pictures and product info are important for buying decisions
  • 69% of marketers dedicate budget to SEO
  • 88% of those already investing in SEO plan to continue this year
  • 73% of B2C marketers carry out keyword research to inform content creation
What is Keyword Research?

Keyword research means using data analytics tools to find out which phrases your target audience is searching for online.

Key Takeaways for Content Marketing in 2023

As ever, content creation is king. Although you may operate in a crowded marketplace, you can find ways to stand out from your competitors with the unique qualities of your content output.

Video content is increasingly popular, with short videos (under one minute) keeping more viewers until the end. Podcasts are gaining interest from those aged 20 to 35, and becoming slightly less popular with the over 55s.

As agency costs have been increasing – particularly in the realm of social media management – businesses are looking to carry out more work in house. Organic content creation (to be distributed through unpaid channels) proves consistently popular with B2C marketers as companies look to lower outgoings.

Written by:
Sabrina Dougall
Sabrina is a business journalist whose career began in news reporting. She has a master's in Investigative Journalism from City University London, and her work has appeared in The Times, The Daily Express, Money Saving Expert, Camden New Journal, Global Trade Review, and Computer Business Review. She specializes in writing about SEO (search engine optimization). Having run her own small business, Sabrina knows first-hand how critical digital marketing is to building a client base and local reputation.