70 Content material Advertising and marketing Statistics to Bookmark for 2024

Welcome to the 2024 version of our curated checklist of content material advertising statistics.

Annually we choose, vet, and categorize a listing of up-to-date statistics to offer you perception from tons of of entrepreneurs on traits, finest practices, or just issues that work in content material advertising. 

On this part, you’ll discover essentially the most fascinating content material advertising statistics we expect you must know. 

1. 82% of entrepreneurs are actively investing in content material advertising, 10% report not utilizing content material advertising, and eight% are not sure if their firm makes use of content material advertising. (HubSpot)
   

   

2. 40% of B2B entrepreneurs have a documented content material advertising technique. That proportion is increased among the many most profitable B2B entrepreneurs — 64% have a documented content material advertising technique. (Content material Advertising and marketing Institute)
3. 69% of entrepreneurs actively make investments time in web optimization. (HubSpot)
4. 76% of entrepreneurs report that content material advertising generates demand/leads (a 9 proportion factors enhance since final 12 months). As well as, 63% of entrepreneurs say that content material advertising helps to nurture the viewers/prospects/leads, and 50% say that it helps construct loyalty with present shoppers/prospects (a 13 proportion factors lower). (CMI)
5. Video was the first type of content material being created in 2023 (50%), pictures (47%), and blogs (33%). (HubSpot)
6. 73% of individuals admit to skimming weblog posts, whereas 27% eat them totally. (HubSpot)
7. 51% of the companies that put money into content material advertising publish content material on daily basis. (The Manifest)
8. 44% say they sometimes eat three to 5 items of content material earlier than participating with a vendor. (DemandGen)
9. 73% of respondents want to study a services or products from a brief video. 11% want to learn a text-based article, web site, or submit. 4% want to view an infographic. 3% want to obtain an e-book or guide. 3% want to attend a webinar or pitch. 3% want to obtain a gross sales name or demo. (Wyzowl)
10. 81% of entrepreneurs view content material as a core enterprise technique. (CMI)

Everybody who has ever reached for the “AI enhance” in all probability requested themselves the identical query — do others do it too? 

Nicely, a few of us at Ahrefs use AI very often, and even our product has AI options like ideas for key phrase analysis, so we’ve run a fast ballot to learn how many different entrepreneurs are already utilizing AI.

We discovered that just about 80% of our respondents had already adopted AI instruments of their content material advertising methods. One other 10% plan to, and solely a minority of 10% don’t plan to make use of any AI for content material.

My guess is that the remaining 10% of non-adopters are usually not simply being “impartial” about AI — they’ve determined to not use it (but) and sure not simply ignored the tech. 

Listed below are another statistics on using AI instruments in content material advertising that caught our consideration: 

1. Most entrepreneurs use AI instruments for text-based content material. The highest 3 use circumstances are: brainstorming new subjects (51%), researching headlines and key phrases (45%), and writing drafts (45%). (CMI)
2. 50% of entrepreneurs imagine insufficient AI adoption is holding them again from reaching their targets. (Mailchimp)
3. 58% of US entrepreneurs mentioned they’ve elevated their content material creation efficiency due to generative AI. (eMarketer)
4. 75% of shoppers belief content material written by generative AI. (Capgemini)

A view on content material advertising from a high-level perspective. 

1. 83% of entrepreneurs say it’s higher to concentrate on high quality moderately than amount of content material, even when it means posting much less usually. (HubSpot)
   

   

2. The highest three major targets of making content material are boosting gross sales, constructing relationships with prospects, and rising model consciousness. (eMarketer)
3. Content material advertising generates over 3x as many leads as outbound advertising and prices 62% much less. (Demand Metric)
4. 72% of essentially the most profitable entrepreneurs in North America measure the ROI of their content material advertising. (eMarketer)

As , B2B advertising differs from B2C: one sells to different companies, the opposite direct to particular person folks. So we’re going to have a look at information from these two sectors individually, beginning with B2B. 

1. Solely 7% of B2B entrepreneurs don’t plan to develop a content material advertising technique. (CMI)
   

   

2. Most B2B entrepreneurs attempt to differentiate from the competitors by content material high quality (83%) and overlaying untapped subjects/tales (72%). (CMI)
3. High 3 performing B2B content material property in 2023 have been case research/buyer tales, movies, and thought management e-books/white papers. (CMI)
4. 87% of B2B entrepreneurs prioritize the viewers’s informational wants over the group’s gross sales/promotional messages. (CMI)
5. LinkedIn is used for advertising by 96% of B2B content material entrepreneurs. (CMI)
6. 84% of entrepreneurs voted for LinkedIn because the best-performing social media platform, adopted by Fb (29%) and YouTube (22%). (CMI)
7. 78% of B2B entrepreneurs make use of key phrase analysis for web optimization whereas creating content material. (CMI)

Now let’s get some perception into the B2C sector. 

1. Solely 5% of B2C entrepreneurs don’t plan to develop a content material advertising technique. (CMI)
   

   

2. 65% of B2C entrepreneurs prioritize the viewers’s informational wants over the group’s gross sales/promotional messages. (CMI)
3. High performing B2C content material property in 2021 and 2022 have been quick articles (lower than 3k phrases), movies, and information visualization/3D fashions. (CMI)
4. B2C entrepreneurs who use nonpaid social media platforms report that Fb (63%), LinkedIn (53%), and Instagram (39%) produced one of the best general content material advertising outcomes. (CMI)
5. Solely 22% of B2C entrepreneurs don’t use paid content material distribution channels. (CMI)
6. 73% of B2C entrepreneurs make use of key phrase analysis for web optimization when creating content material. (CMI)

Natural search is unquestionably one of many greatest channels for content material advertising. No surprise — shoppers nonetheless like to make use of Google to study and purchase services. And that’s the place content material entrepreneurs battle for his or her consideration whereas making an attempt to “show” to Google that they deserve one of the best spot in search outcomes. 

1. 90.63% of pages get no natural search site visitors from Google. (Ahrefs)
   

   

2. 68% of on-line experiences start with a search engine. (Brightedge)
3. Google is essentially the most broadly used search worldwide, with 91.53% of the market (as of October 2023). Though Bing was the quickest to the market with the AI search characteristic, it didn’t assist the search engine cross the 4% market share (Statcounter). 
4. 71% of B2B researchers begin their analysis with a generic search as a substitute of branded search. (Google)
5. 53% of customers say they all the time do analysis earlier than a purchase order to make sure they’re making the absolute best selection. (Google)
6. Solely 5.7% of pages will rank within the high 10 search outcomes inside a 12 months of publication. (Ahrefs)
7. Virtually two-thirds of worldwide on-line search comes from cell units. (Perficient)
8. Typically talking, the extra backlinks a web page has, the extra natural site visitors it will get from Google. (Ahrefs)
9. The typical #1 rating web page will even rank within the high 10 for almost 1,000 different related key phrases. (Ahrefs)
10. There’s no correlation between Flesch Studying Ease scores and rating positions. (Ahrefs)

Running a blog is the cornerstone of many, if not most, content material advertising methods. So we dug out a couple of fascinating statistics particularly for bloggers: from site visitors sources, reader engagement insights, to kinds of content material printed on blogs. And simply to place issues into perspective — the variety of all blogs on the internet, too. 

1. 85.19% of all weblog site visitors comes from natural search. (Animalz)
   

   

2. On common, engagement begins to drop after 7 minutes of studying. (Medium)
3. Folks not often learn on-line — a sample that hasn’t modified since 1997. They’re way more more likely to scan than learn phrase for phrase. They merely wish to pick the knowledge that’s most pertinent to their present wants. (Nielsen)
4. 70% of individuals moderately get data from blogs than conventional ads. (Demand Metric)
5. How-to articles are the preferred content material codecs (76%), adopted by lists (55%), and information and traits (47%). (Orbit Media)
6. Just one-third of bloggers recurrently test their weblog’s site visitors analytics. (Statista)
7. There are greater than 600 million blogs out of 1.9 billion web sites on the planet. Their authors account for over 6 million weblog posts every day, or over 2.5 billion yearly. (Internet Tribunal)

Textual content might be the very first thing that involves thoughts when you consider content material. However in truth, video is the preferred sort of content material created by entrepreneurs. 

What’s extra, in response to Hubspot’s annual State of Advertising and marketing Report, it’s been this manner within the content material advertising world for at the least the previous 4 years. 

1. Video has been voted essentially the most usually created sort of content material for advertising for the fourth consecutive 12 months. (Hubspot)
   

   

2. 70% of viewers purchased a product after seeing it on YouTube. (Google)
3. 79% of individuals say they’ve been satisfied to purchase or obtain a chunk of software program or app by watching a video (a 1 proportion level enhance since final 12 months). (Wyzowl)
4. YouTube is the #1 visited web site within the U.S. by natural site visitors. (Ahrefs)
5. YouTube reaches extra 18 to 49-year-olds in a median week than all cable TV networks mixed. (Google)
6. Quick-form movies (TikTok, IG Reels) and dwell streaming have been the best codecs on social media in 2022. (Hubspot)
7. Video viewers say referring to their passions is 1.6X extra essential than content material with excessive manufacturing high quality. (Google)
8. 91% of companies use video as a advertising device (a 5 proportion factors enhance since final 12 months). (Wyzowl)
9. 96% of individuals have watched an explainer video to study extra a couple of services or products. (Wyzowl)
10. 91% of individuals needed to see extra movies from manufacturers in 2023 (a 3 proportion factors  enhance since final 12 months). (Wyzowl)

Podcasts are a comparatively new sort of content material, however they’re spreading quick and have gone mainstream already. 

Should you’re not able to create the sort of content material but, think about promoting — consumption of podcasts retains rising, and folks discover adverts in that area manner much less intrusive than YouTube (see under). 

1. 64% of People listened to a podcast as of 2023 (a 2 proportion factors enhance from final 12 months), and 42% listened to a podcast final month. (Edison Analysis)
   

   

2. 46% of month-to-month podcast listeners say that adverts on podcasts are usually not intrusive. That’s a 23 proportion factors increased than YouTube. (Edison Analysis)
3. 80% of podcast listeners take heed to all or most of every episode. (Podcast Insights)
4. Podcast advert spending within the U.S. is anticipated to achieve $2.56B in 2024, a 16.3 proportion factors enhance from 2023. (Statista)

This 12 months we added a particular part for e mail advertising. It undoubtedly deserves its personal area, since so many entrepreneurs use e mail for content material distribution. 

1. 73% of entrepreneurs used emails to distribute content material in 2023 (CMI).
   

   

2. Emails with topic traces within the 61-70 characters vary have the best open charge, on common. (GetResponse). 
3. The typical time a reader allocates for a publication after opening it’s only 51 seconds. Members of the examine totally learn solely 19% of newsletters. (Nielsen)
4. 95% of entrepreneurs who use generative AI for e mail creation charge it “efficient”, with 54% score it “very efficient.” (Hubspot)
5. 71% of entrepreneurs mentioned that they depend on e mail engagement to guage content material efficiency. That’s an equal rating to web site site visitors and solely 2 proportion factors decrease than conversions. (CMI) 
6. On common, emails containing video elevated open charge by 5–15 proportion factors and click-through charge by 0.24–2.23 proportion factors in comparison with emails with out embedded movies. (GetResponse) 
7. Most entrepreneurs use personalization in emails. 71% use personalization in topic traces, whereas 63.7% personalize emails utilizing dynamic content material. (Litmus)

Continue to learn

Content material is the pillar of selling at Ahrefs, so in case you’d prefer to study extra about the sort of advertising, we’re sharing a few of our ideas and experiences under:

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