24 stats about the importance of content marketing

These metrics make a strong case about why this approach continues to gain steam.


Content isn’t just important these days, it’s essential.

Spending on content marketing, video marketing, and social media content creation will increase by 15.1 percent in 2013 to total $118.4 billion, according to eMarketer. What does that mean? It means more and more marketers are allocating their budgets toward content, and there is no sign of its slowing down.

I know everyone loves statistics to prove points, and I’m no different. Before I share the 24 stats I’ve gathered, I want to put you in the right frame of mind. James Keady, digital marketing manager for McLaren Automotive, a British automotive manufacturer, said this:

“Content is the voice of your brand, and it is therefore important to allocate the respect, investment, and focus it requires. Creating great content is difficult, and delivering great content consistently through established processes is complex. However, this is what is required if you want to take your brand from good to great in today’s communication environment.”

Your company/brand needs content to survive and dedication and consistency to be successful. But don’t let Keady and me be the sole voices of reason.

Here are 24 statistics that prove the value and power of content.

1. Eighty percent of business decision-makers prefer to get company information in a series of articles versus an advertisement. (Source)

2. Seventy percent say content marketing makes them feel closer to the sponsoring company. (Source)

3. Sixty percent of consumers feel more positive about a company after reading custom content on its site. (Source)

4. Ninety percent of consumers find custom content useful, and 78 percent believe that organizations providing custom content are interested in building good relationships with them. (Source)

5. Nine in 10 organizations market with content. (Source)

6. More than 90 percent of CMOs think custom content has a positive effect on audience attitudes, strengthening the bond with consumers. (Source)

7. Seventy-eight percent of chief marketing officers think custom media represents the future of marketing. (Source)

8. Eight in 10 CMOs believe custom media should be an integral part of a marketing mix. (Source)

9. Eight in 10 people prefer receiving information about a company through custom media. (Source)

10. Twenty percent of users’ time is spent surfing the Internet on content-led websites. (Source)

11. According to 37 percent of marketing managers, the most important channel for engaging customers is content-led websites. (Source)

12. Seventy percent of consumers prefer getting to know a company via articles rather than ads. (Source)

13. Eighty-two percent like reading content from brands when it’s relevant. (Source)

14. Fifty-seven percent read content marketing titles at least once a month. (Source)

15. Thirty-seven percent visit content marketing websites at least once a month. (Source)

16. Sixty-eight percent are likely to spend time reading content from a brand they are interested in. (Source)

17. Sixty percent are more likely to be on the lookout for products when looking at content marketing. (Source)

18. Content marketing costs less than traditional, outbound marketing. Statistics show that content marketing costs 62 percent less per lead than outbound marketing. (Source)

19. People want to be in control of what information they receive, and it’s evident from these statistics:

  • Eighty-six percent of people skip TV advertisements;
  • Forty-four percent of direct mail is never opened;
  • Ninety-one percent of email users have unsubscribed from a company email that they had previously opted into. (Source)

20. Thirty-seven percent of marketers say blogs are the most valuable content type for marketing. (Source)

21. Eighty-six percent of B2C marketers use content marketing. (Source)

22. Ninety-one percent of B2B marketers use content marketing. (Source)

23. Per dollar, content marketing produces roughly three times as many leads. (Source)

24. After 36 months, content marketing has generated 31 leads per $1,000 spent, more than three times as many as than the nine leads for paid search. (Source)

Now that you’ve got the proof, go out and start creating.

Jackie Roy is a digital content associate at TMG Custom Media. A version of this article first appeared on Engage’s blog.

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