Welcome to the 2024 variation of our curated database of contented selling statistics.

Each twelvemonth we pick, vet, and categorize a database of up-to-date statistic to springiness you penetration from hundreds of marketers connected trends, champion practices, oregon simply things that enactment successful contented marketing. 

In this section, you’ll find the astir absorbing contented selling statistic we deliberation you should know. 

1. 82% of marketers are actively investing successful contented marketing, 10% study not utilizing contented marketing, and 8% are unsure if their institution uses contented marketing. (HubSpot)

2. 40% of B2B marketers person a documented contented selling strategy. That percent is higher among the astir palmy B2B marketers — 64% person a documented contented selling strategy. (Content Marketing Institute)
3. 69% of marketers actively put clip successful SEO. (HubSpot)
4. 76% of marketers study that contented selling generates demand/leads (a 9 percent points summation since past year). In addition, 63% of marketers accidental that contented selling helps to nurture the audience/customers/leads, and 50% accidental that it helps physique loyalty with existing clients/customers (a 13 percent points decrease). (CMI)
5. Video was the superior signifier of contented being created successful 2023 (50%), images (47%), and blogs (33%). (HubSpot)
6. 73% of radical admit to skimming blog posts, portion 27% devour them thoroughly. (HubSpot)
7. 51% of the businesses that put successful contented selling people contented each day. (The Manifest)
8. 44% accidental they typically devour 3 to 5 pieces of contented earlier engaging with a vendor. (DemandGen)
9. 73% of respondents similar to larn astir a merchandise oregon work from a abbreviated video. 11% similar to work a text-based article, website, oregon post. 4% similar to presumption an infographic. 3% similar to download an ebook oregon manual. 3% similar to be a webinar oregon pitch. 3% similar to person a income telephone oregon demo. (Wyzowl)
10. 81% of marketers presumption contented arsenic a halfway concern strategy. (CMI)

Everyone who has ever reached for the “AI boost” astir apt asked themselves the aforesaid question — bash others bash it too? 

Well, immoderate of america astatine Ahrefs usage AI rather often, and adjacent our merchandise has AI features similar suggestions for keyword research, truthful we’ve tally a speedy canvass to find retired however galore different marketers are already using AI.

We recovered that astir 80% of our respondents had already adopted AI tools successful their contented selling strategies. Another 10% program to, and lone a number of 10% don’t program to usage immoderate AI for content.

My conjecture is that the remaining 10% of non-adopters are not conscionable being “neutral” astir AI — they’ve decided not to usage it (yet) and apt not conscionable ignored the tech. 

Here are immoderate different statistic connected the usage of AI tools successful contented selling that caught our attention: 

1. Most marketers usage AI tools for text-based content. The apical 3 usage cases are: brainstorming caller topics (51%), researching headlines and keywords (45%), and penning drafts (45%). (CMI)
2. 50% of marketers judge inadequate AI adoption is holding them backmost from achieving their goals. (Mailchimp)
3. 58% of US marketers said they person accrued their contented instauration show acknowledgment to generative AI. (eMarketer)
4. 75% of consumers spot contented written by generative AI. (Capgemini)

A presumption connected content marketing from a high-level perspective. 

1. 83% of marketers accidental it’s amended to absorption connected prime alternatively than quantity of content, adjacent if it means posting little often. (HubSpot)

2. The apical 3 superior goals of creating contented are boosting sales, gathering relationships with customers, and expanding marque awareness. (eMarketer)
3. Content selling generates implicit 3x arsenic galore leads arsenic outbound selling and costs 62% less. (Demand Metric)
4. 72% of the astir palmy marketers successful North America measurement the ROI of their contented marketing. (eMarketer)

As you know, B2B marketing differs from B2C: 1 sells to different businesses, the different nonstop to idiosyncratic people. So we’re going to look astatine information from these 2 sectors separately, starting with B2B. 

1. Only 7% of B2B marketers don’t program to make a contented selling strategy. (CMI)

2. Most B2B marketers effort to differentiate from the contention by contented prime (83%) and covering untapped topics/stories (72%). (CMI)
3. Top 3 performing B2B contented assets successful 2023 were lawsuit studies/customer stories, videos, and thought enactment e-books/white papers. (CMI)
4. 87% of B2B marketers prioritize the audience’s informational needs implicit the organization’s sales/promotional messages. (CMI)
5. LinkedIn is utilized for selling by 96% of B2B contented marketers. (CMI)
6. 84% of marketers voted for LinkedIn arsenic the best-performing societal media platform, followed by Facebook (29%) and YouTube (22%). (CMI)
7. 78% of B2B marketers employment keyword probe for SEO portion creating content. (CMI)

Now let’s get immoderate penetration into the B2C sector. 

1. Only 5% of B2C marketers don’t program to make a contented selling strategy. (CMI)

2. 65% of B2C marketers prioritize the audience’s informational needs implicit the organization’s sales/promotional messages. (CMI)
3. Top performing B2C contented assets successful 2021 and 2022 were abbreviated articles (less than 3k words), videos, and information visualization/3D models. (CMI)
4. B2C marketers who usage nonpaid societal media platforms study that Facebook (63%), LinkedIn (53%), and Instagram (39%) produced the champion wide contented selling results. (CMI)
5. Only 22% of B2C marketers don’t usage paid contented organisation channels. (CMI)
6. 73% of B2C marketers employment keyword probe for SEO erstwhile creating content. (CMI)

Organic search is decidedly 1 of the biggest channels for contented marketing. No wonderment — consumers inactive similar to usage Google to larn and bargain products and services. And that’s wherever contented marketers combat for their attraction portion trying to “prove” to Google that they merit the champion spot successful hunt results. 

1. 90.63% of pages get nary integrated hunt postulation from Google. (Ahrefs)

1. 68% of online experiences statesman with a hunt engine. (Brightedge)
2. Google is the astir wide utilized hunt worldwide, with 91.53% of the marketplace (as of October 2023). Even though Bing was the quickest to the marketplace with the AI hunt feature, it didn’t assistance the hunt motor transverse the 4% marketplace stock (Statcounter). 
3. 71% of B2B researchers commencement their probe with a generic hunt alternatively of branded search. (Google)
4. 53% of shoppers accidental they ever bash probe earlier a acquisition to guarantee they are making the champion imaginable choice. (Google)
5. Only 5.7% of pages volition fertile successful the apical 10 hunt results wrong a twelvemonth of publication. (Ahrefs)
6. Almost two-thirds of planetary online hunt comes from mobile devices. (Perficient)
7. Generally speaking, the much backlinks a leafage has, the much integrated postulation it gets from Google. (Ahrefs)
8. The mean #1 ranking leafage volition besides fertile successful the apical 10 for astir 1,000 different applicable keywords. (Ahrefs)
9. There’s nary correlation betwixt Flesch Reading Ease scores and ranking positions. (Ahrefs)
   

Blogging is the cornerstone of many, if not most, contented selling strategies. So we dug retired a fewer absorbing statistic specifically for bloggers: from postulation sources, scholar engagement insights, to types of contented published connected blogs. And conscionable to enactment things into position — the fig of each blogs connected the web, too. 

1. 85.19% of each blog postulation comes from integrated search. (Animalz)

2. On average, engagement starts to driblet aft 7 minutes of reading. (Medium)
3. People seldom work online — a signifier that hasn’t changed since 1997. They’re acold much apt to scan than work connection for word. They simply privation to prime retired the accusation that is astir pertinent to their existent needs. (Nielsen)
4. 70% of radical alternatively get accusation from blogs than accepted advertisements. (Demand Metric)
5. How-to articles are the astir fashionable contented formats (76%), followed by lists (55%), and quality and trends (47%). (Orbit Media)
6. Only one-third of bloggers regularly cheque their blog’s postulation analytics. (Statista)
7. There are much than 600 cardinal blogs retired of 1.9 cardinal websites successful the world. Their authors relationship for implicit 6 cardinal blog posts daily, oregon implicit 2.5 cardinal annually. (Web Tribunal)

Text is astir apt the archetypal happening that comes to caput erstwhile you deliberation astir content. But successful fact, video is the astir fashionable benignant of contented created by marketers. 

What’s more, according to Hubspot’s yearly State of Marketing Report, it’s been this mode successful the contented selling satellite for astatine slightest the past four years. 

1. Video has been voted the astir often created benignant of contented for selling for the 4th consecutive year. (Hubspot)

2. 70% of viewers bought a merchandise aft seeing it connected YouTube. (Google)
3. 79% of radical accidental they’ve been convinced to bargain oregon download a portion of bundle oregon app by watching a video (a 1 percent constituent summation since past year). (Wyzowl)
4. YouTube is the #1 visited website successful the U.S. by integrated traffic. (Ahrefs)
5. YouTube reaches much 18 to 49-year-olds successful an mean week than each cablegram TV networks combined. (Google)
6. Short-form videos (TikTok, IG Reels) and unrecorded streaming were the astir effectual formats connected societal media successful 2022. (Hubspot)
7. Video viewers accidental relating to their passions is 1.6X much important than contented with precocious accumulation quality. (Google)
8. 91% of businesses usage video arsenic a selling instrumentality (a 5 percent points summation since past year). (Wyzowl)
9. 96% of radical person watched an explainer video to larn much astir a merchandise oregon service. (Wyzowl)
10. 91% of radical wanted to spot much videos from brands successful 2023 (a 3 percent points  summation since past year). (Wyzowl)

Podcasts are a comparatively caller benignant of content, but they’re spreading accelerated and person gone mainstream already. 

If you’re not acceptable to make this benignant of contented yet, see advertising — depletion of podcasts keeps rising, and radical find ads successful that abstraction mode little intrusive than YouTube (see below). 

1. 64% of Americans listened to a podcast arsenic of 2023 (a 2 percent points summation from past year), and 42% listened to a podcast past month. (Edison Research)

2. 46% of monthly podcast listeners accidental that ads connected podcasts are not intrusive. That’s a 23 percent points higher than YouTube. (Edison Research)
3. 80% of podcast listeners perceive to each oregon astir of each episode. (Podcast Insights)
4. Podcast advertisement spending successful the U.S. is expected to scope $2.56B successful 2024, a 16.3 percent points summation from 2023. (Statista)

This twelvemonth we added a peculiar conception for email marketing. It decidedly deserves its ain space, since truthful galore marketers usage email for contented distribution. 

1. 73% of marketers utilized emails to administer contented successful 2023 (CMI).

2. Emails with taxable lines successful the 61-70 characters scope person the highest unfastened rate, connected average. (GetResponse). 
3. The mean clip a scholar allocates for a newsletter aft opening it is lone 51 seconds. Participants of the survey afloat work lone 19% of newsletters. (Nielsen)
4. 95% of marketers who usage generative AI for email instauration complaint it “effective”, with 54% standing it “very effective.” (Hubspot)
5. 71% of marketers said that they trust connected email engagement to measure contented performance. That’s an adjacent people to website postulation and lone 2 percent points little than conversions. (CMI) 
6. On average, emails containing video accrued unfastened complaint by 5–15 percent points and click-through complaint by 0.24–2.23 percent points compared to emails without embedded videos. (GetResponse) 
7. Most marketers usage personalization successful emails. 71% usage personalization successful taxable lines, portion 63.7% personalize emails utilizing dynamic content. (Litmus)

Keep learning

Content is the pillar of selling astatine Ahrefs, truthful successful lawsuit you’d similar to larn much astir this benignant of marketing, we’re sharing immoderate of our thoughts and experiences below:

• How to Create a Winning Content Marketing Strategy (+ Template) 
• 25 Types of Content You Can Use for Content Marketing 
• 7 Hidden Gem Content Marketing Examples 
• 19 Content Marketing Tools to Skyrocket Growth 

Got questions oregon absorbing information to share? Ping maine on X.