Content Marketing Statistics 2022 – Everything You Need to Know to Boost Business Growth

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With over 5 billion people using the internet and 4.65 billion active users on social media worldwide, content marketing has become a goldmine for business growth. Whether it’s social media, blogs, or webinars, content marketing is a tool that, if used wisely, can help you expand your reach, multiply leads, and establish a base of loyal clients.

Despite the value that meticulously designed content marketing represents, 63% of businesses don’t have a documented gameplan when it comes to marketing. We get that planning how to sell yourself online is daunting, especially when there’s so many ways of doing it, tools to use, costs to account for, and online impressions of your brand to keep up with.

So, to help you put your content marketing cards right on the money, we’ve spoken to businesses to learn how they nailed down their strategies, and have also gathered key statistics to equip you with all the insights you need to help your business thrive.

B2B Content Marketing Statistics – The Basics

The specific goals you want to pursue as a business through content marketing will need to be tailored to what you’re looking to achieve specifically. Regardless of the goal you’re racing towards, here are 7 statistics that you need to know about B2B content marketing in 2022:

  • 72% of marketers say content marketing increases engagement, and
  • 72% of marketers also said content marketing has increased their number of leads
  • 97% of businesses claimed content was a tactic that formed an important part of their overall marketing strategy in 2021
  • 91% of B2B marketers use content marketing to reach customers
  • According to the Content Marketing Institute (CMI), 73% of respondents have a content marketing strategy
  • 90% of respondents used short articles or posts for content marketing purposes in the last 12 months
  • 72% of companies plan to increase their content marketing budget in 2022

If you like the graphics on this page, please feel free to use them! We also have an infographic version compiling them together too. You can access them all on this Google Drive – all we ask is that you credit us with a link back to this page if you do use any. Thanks!

B2C Content Marketing Statistics – More Of The Basics

  • B2C marketers dedicate an average 26% of their total marketing budget towards content marketing, with the most successful content marketers dedicating 40%
  • 55% of B2C Marketers outsource content marketing
  • Only 33% of B2C content marketers reported always utilizing data in their distribution strategies

Content Marketing – What’s It Good For?

In the daily ebb and flow of running your business, sitting down to trace out all the moving parts of your marketing strategy might sound like a tedious, and even costly, task. However, in a survey conducted by Semrush, 97% of businesses stated that content marketing was a tactic that formed an important part of their overall marketing strategy in 2021. What does this tell us? That content marketing is, in fact, a worthy investment of your time, effort, and resources.

So why do businesses choose to do content marketing in the first place, and why should you?

To find out how businesses are using content marketing right now, we asked business owners about their content marketing strategies. Here’s what they told us:

Fridge Freezer Direct UK

“ I used content marketing to build brand awareness and attract new customers. I developed a strategy that involved creating multiple types of content such as blog posts and videos that were all published on different days each week. This gave me the opportunity to create a steady stream of content, which helped me drive traffic to my website and increase engagement with visitors who were interested in what I had to say about particular topics related to my business.”

Cory Greenhough, Director
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Aimvein

“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
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Heat Pump Source

“We increased our traffic by over 900% by using SEO for content marketing. By producing high-quality content, you can improve your website’s ranking on search engines, which can lead to more traffic and conversions. Part of our strategy was to create guides, answer questions our potential customers were asking, create infographics, and review products for our content marketing campaign. Not only did our traffic increase, but our conversion rate went up as well.”

Ryan Collier, Director
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Content Marketing In Its Different Shapes And Sizes

Content marketing is so much more than just throwing content out into the internet and hoping it lands on its feet and generates customers and leads for your business. There certainly are horror stories out there of employees giving the wrong impression of companies for posting the wrong kind of stuff online. Key to making your content marketing strategy a success is knowing which channels are best for reaching your target audience. Here are some stats to give you a feel of what’s popular and tends to perform well:

Also, according to Semrush, the top five most successful content types are blog posts, videos, webinars, case studies, and success stories.

Social Media Content Marketing Statistics

When it comes to taking the first steps in improving or developing your content marketing strategy, social media is probably one of the first channels that pops up. According to analysis from Kepsios, there were about 4.7 billion social media users globally in July 2022, which amounts to 58% of the population. Social media has undoubtedly made itself a key channel for marketing, as 31% of surveyed social media users counted finding content as a primary reason for using social media.

All of these stats tell us that making your presence known on social media is important, but whether you should be present on every single one is a different question. After all, each social media channel has different purposes and audiences, so it all comes down to who you’re trying to target. In fact, we know that Facebook’s unique user base – the number of users who use just that one social media– is only about 0.6% of its total number of users, with the same measure being 0.8% for YouTube, 0.1% for Instagram, and less than 0.1% for TikTok.

What these numbers reveal is that it’s better to work smart than hard. This means that if reach is your primary goal to achieve , you can just focus on one or two of the larger platforms, knowing you’ll already have the potential to reach the majority of social media users. Pair that with an efficient management platform for monitoring your social media or  a social media marketing agency, and you have yourself a robust content marketing strategy.

Finsbury Media

“By creating valuable content that attracts and engages customers, businesses can easily connect with their target audiences in a way that drives results. The key is to create content that is relevant to your target audience and that provides value. One of the main benefits of content marketing is that it helps brands build trust with their audience.”

Angel Martins, Marketing Specialist
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Blogging Statistics

According to the Content Marketing Institute, 60% of B2B marketers struggle with creating engaging content, yet it’s crucially important to get your blogging right as 71% of B2B buyers consume blog content as they travel through the funnel on their buyer journey.

What does this tell us? Essentially, blogs are a great way to expand the reach and visibility of your business, but most importantly, they’re a piece of content that you definitely shouldn’t miss when assembling your content marketing strategy.

Did You Know?

Each month, approximately 409 million people view more than 20 billion blogging pages and there are about 70 million blogs published every month by WordPress users.

Cicinia

“Content marketing has been helpful for us at Cicinia. Since we started creating wedding blogs, we’ve seen a steady uptick of inquiries for our bridesmaids dresses.”

Caitlyn Parish, Co-Founder and CDO
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Video Marketing Content Statistics

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. In fact, video is the number one format marketers used in their content strategy in 2021, and 29% of marketers expect to use short-form video for the first time in 2022. 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.

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 others things that are useful to know:

  • Video continues to be used by an overwhelming majority of businesses, with 86% of them using video as a marketing tool
  • 92% of marketers continue to value videos as an important part of their marketing strategy
  • Millennials are the generation that consumes the most videos – 75% of consumers aged 18-34 watch videos at least once a day
  • Online videos watched per person, as of 2021, averaged 18 hours per week
  • People are twice as likely to share video content with their friends than any other type of content, including social media posts

If you’re not a business that has taken up video marketing, you’re actually not alone – 23% of non-video marketers don’t use video marketing as they lack time. 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.

Webinar And Event Content Statistics

As the pandemic pushed events online, webinars have become an indispensable part of content marketing, particularly because they provide excellent value for users. Here’s a few figures to show why:

  • Average webinar conversion rate is 55%
  • 85% of marketers who use webinars as a marketing tool say that webinars are crucial for their marketing efforts
  • Over 70% of webinar marketers say that webinars are either highly effective or most effective
  • 67% of marketers in 2021 were increasing their investment in webinars
Key takeaways

So, is it worth investing in a robust content marketing strategy? Based on the statistics and our own research, we definitely think it is.

Although the perfect combination of content marketing cards looks different for every business based on capacity, goals, and target audience, understanding what answers and information your potential customers will need and translating that into content that builds trust and awareness will always be a key ingredient to have.

We also know that the best content marketing strategies aren’t something that can be whooshed out of thin air. The statistics and our conversations with businesses tell us that organization, planning, and readjustments are all part of the process of consistently being able to convert audiences into customers. So whether it’s in-house or outsourced, creating a well-oiled machinery of content marketing can definitely be a path to growing your business online.