The idea of content marketing is to attract and retain customers by creating, curating and sharing relevant and valuable content for your audience instead of promoting just your product. Content marketing continues to dominate and evolve as a core component of a successful marketing strategy – and these are some of the most compelling insights and studies to prove it.

These facts about content marketing can help you make an informed decision about where to invest your marketing budget. For better analysis, I encourage you to dig deeper into the source links provided for more detailed information on topic-specific studies conducted.

What customers prefer and expect 

73% of online consumers get frustrated with websites when content appears that has nothing to do with their interests. (HubSpot)

People spend more than 50% of their time online looking at content. (Nielsen)

27,000,000 pieces of content are shared each day. (Nielsen)

70% of consumers say content marketing makes them feel closer to the sponsoring company. (ContentMarketingInstitute)

68% of consumers spend time reading content from a brand they are interested in. (ContentMarketingAssociation)

60% of consumers feel more positive about a company after reading custom content on its site. (ContentPlus)

70% of consumers prefer getting to know a company via articles rather than ads. (ContentPlus)

82% of prospects say content targeted to their industry is more valuable. (Marketo)

58% of consumers trust editorial content. (HeidiCohen)

78% of B2B buyers start their research with online search. (DemandGen)

55% of buyers say they spend more time researching purchases than they did in the past (Annuitas)

60% of buyers are inspired to seek out a product after reading content about it. (DemandMetric)

Content Marketing 

93% of B2B marketers use content marketing (Content Marketing Institute)

Content marketing generates 3 times as many leads, per dollar spent, as traditional marketing tactics (Demand Metric)

$135 billion will be spent on creating new digital marketing collateral in 2014 (WebDAM Solutions)

Proving bottom-line results of inbound strategies is a concern for 25% of marketers (HubSpot)

43% of organizations have a dedicated content marketing executive (Curata)

47% of users ignore mobile ads in apps and 43% think ads disrupt UX (Forrester)

33% of marketers don’t know which channel generates the most revenue for them (MediaBistro)

Content marketing makes 70% of consumers feel closer to a company (Demand Metric)

56% of marketers use a form of content-specific technology (Curata)

Content published by influencers is 74% editorial (Technorati Media)

82% of consumers trust a company more when the CEO/leadership team are active social media users (TopRank)

33% of content marketers are unable to measure the effectiveness of their strategy (Polaris)

Digital marketing spend will surpass 50% of total program spend by 2016 (IDC)


23% of a user’s time online is spent on social media and blogs (CMI)

Blogs give websites 434% more indexed pages and 97% more indexed links (Content+)

77% of your online audience reads blogs (Ignite Spot)

57% of marketers have acquired a new customer from their blog posts (Sekari)

Over 27 million pieces of content are shared every day (AOL & Nielson)

75% of marketers are increasing their focus on marketing automation; 63% are increasing focus on blogging (eMarketer)

B2B companies that blog create 67% more leads than organizations that don’t (WebDAM Solutions)


40 percent of people will respond better to visual information than plain text (Zabisco)

Publishers who use infographics grow in traffic an average of 12 percent more than those who don’t (AnsonAlex)

94 percent more total views on average are attracted by content containing compelling images (MDG Advertising)

188.2 million people in the US watched 52.4 billion online content videos in one month (comScore)

51.9 percent of marketing professionals worldwide cite video as a type of content with the best ROI (eMarketer, 2013)

Visual data is processed 60,000 times faster by the brain than text (WebDAM)

Social Media

Social media marketing budgets will double over the next 5 years

Email with social sharing buttons increase click through rates by 158%

52% of all marketers have found a customer via Facebook in 2013

43% of all marketers found a customer via LinkedIn

Source:  (Captivating marketing statistics, WebDAM

87% of B2B marketers are using social media to distribute content (ContentMarketingInstitute)

72% of adult internet users in the U.S. are now active on at least one social network, up from 67% in 2012 and just 8% in 2005 (MediaPost)

97% of major brands tweeted in 2013, up from 90% in 2012. (BrandWatch)

50% of consumers are more likely to purchase from organizations they follow on Twitter (TopRank)

Images result in a 98% higher comment rate on LinkedIn (Quick Sprout)

60% of large companies have acquired customers through Twitter. HubSpot)

71% of tweets are ignored, only 23% generate replies (Search Engine Journal)

67% of Twitter users are more likely to buy from brands they follow. (ContentPlus)

Interesting content is one of the top 3 reasons people follow brands on social media. (ContentPlus)


Companies using video in their content marketing mix show a 66% higher average website conversion rate (4.8% vs. 2.9%).

Best-in-Class content marketers plan to increase content marketing related program spend by an average of 22% over the next 12 months (as compared with 6.5% for Laggards).

68% of companies developing video use in-house production capabilities, while 44% outsource video production to an agency or freelancer. (This totals more than 100%, meaning many firms blend in-house and third-party services to develop video assets).

55% of firms primarily develop and manage content using internal resources that are supported by external services, while 34% of companies completely develop and manage content creation internally.

91% of companies rank producing high quality content as “Valuable,” or “Very Valuable,” however only 67% of companies ranked their execution as “Effective,” or “Very Effective.”

Video management solution users are 90% more likely than non-users to measure how specific content performs across various channels (55% vs. 29%).

Source: Analyzing the ROI of Video Marketing, Aberdeen Group

Videos on landing pages increase conversions by 86% (WebDAM)


  1. What a great and encouraging data! Thank you Thomas.

    “73% of online consumers get frustrated with websites when content appears that has nothing to do with their interests” is music to our ears at – exactly what we are trying to solve!

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