80 Content Marketing Statistics For 2022

80 Content Marketing Statistics For 2022

Farzad Rashidi
Farzad Rashidi

Lead Innovator at Respona

Content marketing is arguably the most effective type of marketing in 2022.

But, it’s not the same as it was just a couple of years ago. To stay ahead of your competition, it’s necessary to analyze the landscape and take a step back to look at the wider picture every once in a while.

This is why we have collected (what we think) are the most important and interesting content marketing statistics for this year.

Before we dig into it, here’s a little taste of what’s to come:

  • 90% of marketers state that they are planning to invest the same amount of money and resources into content marketing in 2022, and 66% report increasing their content marketing budget than that of 2022
  • The top four content formats are blogs, videos, images, and infographics
  • The single top content format in 2022 is video
  • 81% of marketers report content marketing being a core business strategy
  • On average, the top 1 result on Google ranks for almost 1,000 relevant keywords
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content marketing statistics infographic

General Content Marketing Statistics

Let’s start with the more generalized content marketing statistics before we delve into more nuanced aspects of content marketing.

82% of marketers are investing their time and resources into content marketing.

– Hubspot

Out of the remaining 18%, 10% are not using content marketing, and 8% are not sure if their company is using content marketing, so the percentage of the businesses actively investing in it is likely even higher than 82%.

81% of marketers report content marketing being a core business strategy.

– Content Marketing Institute

People are naturally wary of more traditional and “salesy” marketing techniques, so one of the absolute best ways to win over their trust is by providing them with helpful and engaging content, and establishing yourself as an authority in your field.

Content Marketing costs only 28% as much as outbound marketing and generates three times more leads.

– Demand Metric

Cheaper does not always mean better, but it definitely seems to be the case with content marketing.

The three most common goals of content marketing are boosting sales, increasing brand awareness, and strengthening relationships with audiences.

eMarketer

You read that right – producing high-quality content directly leads to an increase in sales, so if your website still doesn’t have a blog with regular, informative uploads, you should make it a priority right now.

60% of successful B2B marketers report having a documented content marketing strategy.

Content Marketing Institute

But, if we take a look at all B2B marketers, only 43% of them report having a documented content marketing strategy. So, content marketing is directly linked to overall marketing success.

51% of brands that use content marketing publish new content daily.

The Manifest

Producing high-quality, engaging content on a daily basis is very resource-intensive, but a great way to keep your audience engaged.

44% of users consume 3-5 pieces of content before engaging with a business.

DemandGen

People like to do research before they buy from a business, so make sure that you have plenty of information available both to educate your users about your product/service, and help them solve their particular pain points.

Content marketing is only growing more popular amongst marketers, which is evidenced by the following trends.

46% of businesses are planning to spend more of their budget on content in 2022.

CMI

Content is king, and with so many platforms and formats available for us at all times of the day, it’s only logical that businesses are going to keep increasing their spending on creating more content.

Video will be the most heavily invested B2B content marketing channel in 2022.

CMI

Not only have videos taken over the world of B2C  (especially with TikTok and YouTube shorts), but most B2B consumers would learn about a company from a video rather than another type of content, which has led B2B marketers to invest in video marketing even more heavily.

94% of senior marketers report the previous year’s content marketing results as being successful.

Oracle

You almost can’t go wrong with content marketing. Whichever channel you choose, there are tons of opportunities to capture your audience’s attention. Even if you’re just an aspiring marketer, content marketing should be your primary focus.

94% of content marketers use social media for content distribution.

SEMRush

Even if social media is not your main content distribution channel, it is still worth maintaining at least a Facebook or LinkedIn group, as well as a Twitter account for your business.

Social media usage increased by 45% in the last five years.

Pew Research Center

What’s surprising to see is that amongst seniors, social media usage has increased even more – it’s up 66%.

Virtual events provided the best B2B content marketing results last year.

CMI

Before the pandemic, virtual events weren’t nearly as popular as they are now. Even now that the pandemic is fading away, people have seen the value and benefits of hosting and attending virtual events as opposed to physical ones.

61% of marketers are expecting to increase their in-person events budget in 2022.

CMI

With that being said, physical events are definitely not going anywhere. In fact, they’re coming back strong.

Backlinks are very powerful for SEO, but the ultimate success metric universally accepted by marketers is your website’s organic reach, and it’s likely to remain that way forever.

Only 33% of marketers who are not using AI or any form of marketing automation plan to start in 2022.

HubSpot

This is rather surprising – we started using AI tools for writing content, and it has helped us drastically reduce the time needed for producing guest posts.

Perhaps the other 67% simply haven’t tried such tools yet?

Consistently creating engaging visual content is the biggest struggle for 36.7% of marketers.

Venngage

Unless you have a dedicated designer or the budget to outsource visual content, it can be very difficult to produce both written content and visual content in a way that will be consistently engaging for months on end, and over a third of content marketers agree.

45% of content marketers plan to invest in social responsibility campaigns in 2022.

HubSpot

Even though only about a third of all marketers state that such campaigns are actually effective, almost half of all marketers plan to invest in them this year.

The top three most hired marketing roles are content creators, content marketing managers, as well as content strategists.

HubSpot

With so much content production required, it’s no surprise that the three most sought-after roles are related to content.

88% of marketers do not use voice search as part of their content marketing strategy.

HubSpot

If you have read our recent SEO statistics article, you know that voice search is getting increasingly popular amongst mobile users.

So, while the competition is somewhat low, optimizing your content for voice search might give you an edge over your rivals.

42% of marketers are planning to invest more into VR and AR in 2022.

HubSpot

The Metaverse is coming, and regardless of whether it’s going to flop or turn the world on its head, a lot of businesses are increasing their budgets for virtual and augmented reality technologies.

38% of marketers plan to start using infographics as part of their content strategy in 2022.

HubSpot

Infographics are a great way to repurpose written content, and lay it out in an easily digestible format, that is not only easier on the eyes, but is also aesthetically pleasing for the user. In addition, infographics work great as link magnets.

B2C Content Marketing Statistics

Content marketing is the prevalent marketing strategy among B2C marketers – let’s see what 2022 has in store for it.

Blog posts, email newsletters, and videos are the top three content formats utilized by B2C marketers.

CMI

Same as with B2B content, it’s important to make it actually helpful to your audience instead of just stuffing marketing and promotional messaging everywhere.

94% of B2C marketers utilize a content marketing strategy.

CMI

This means that the remaining 6% don’t use content marketing at all – which is 2% more marketers than in the world of B2B.

Even though that percentage is really low, it’s still surprising to see marketers who don’t recognize the power and importance of content.

Facebook and Instagram are the two most effective social media platforms for B2C content marketing.

CMI

According to Content Marketing Institute, 59% of B2C content marketers reported that Facebook produced the best results for them, while 21% had more success with Instagram.

73% of B2C content marketers optimize content for SEO with the use of keywords.

CMI

Compared to the 78% of B2B marketers performing proper keyword analysis and optimization, B2C content marketers seem to be concerned with it just a little bit less.

B2B Content Marketing Statistics

The B2B world is a little different compared to B2C – but they also share a lot of similarities. Let’s take a closer look.

96% of B2B marketers utilize a content marketing strategy.

CMI

So, it is safe to say that content marketing is recognized by the entire B2B marketing community, with only 4% not planning on developing a content marketing strategy.

87% of B2B content marketers focus on their user’s needs over promotional messages when creating content.

CMI

To make content marketing effective, it needs to directly address your audience’s pain points and needs. This is relevant to both B2B and B2C content marketing.

78% of B2B marketers target specific keywords when creating content.

CMI

Proper keyword research and optimization of your content is essential for ranking high in search engine results pages, and many marketers take advantage of SEO tools like Ahrefs and Marketmuse to improve their content.

Only 4% of B2B content marketers don’t use LinkedIn.

CMI

LinkedIn is the social media for finding jobs and connecting with industry professionals, and very few B2B marketers don’t take advantage of it.

Coincidentally, only 4% of B2B marketers don’t use content marketing – so it’s safe to assume LinkedIn is only ignored by those that don’t invest in content marketing at all.

The most used B2B content distribution channels are blogs, social media, and email.

CMI

Blog posts are the backbone of the majority of B2B content marketing strategies, closely followed by social media groups. These two channels are great for attracting new audiences.

Email marketing, on the other hand, is great at retaining and nurturing existing customers. This applies to both B2B and B2C marketing.

72% of B2B and B2C marketers use paid content distribution channels.

CMI

These channels include Pay-Per-Click (PPC) advertising, social media advertising, influencer marketing, and, of course, sponsored content.

The most commonly outsourced marketing activity is content creation.

CMI

Creating high-quality custom content takes a lot of time and effort, so for a lot of marketers, it makes more sense to hire a freelancer to do it instead of producing it in-house, especially if the company is understaffed.

This statistic applies to both B2B and B2C marketing.

Search Statistics

Ranking in the top 10 organic search results can do wonders for your business, as supported by the following statistics.

Organic search leads to 51% of all content consumption.

Kuno Creative

If you don’t count the costs of SEO, any traffic that you get from organic search is essentially free. And while it may take a while to start ranking on the first page of Google, the end result is definitely worth it, as over half of all users find content through search.

On average, the top 1 result on Google ranks for almost 1,000 relevant keywords.

Ahrefs

Optimizing your content for keywords is one of the biggest aspects of SEO, and this statistic shows just how important it is to target multiple related keywords instead of just the one that gets the most clicks.

69% of all marketers rely on SEO.

HubSpot

Without investing in SEO, you can’t realistically expect your website to perform well in search.

Even in 2022, backlinks from high-quality websites play a major role in rankings, and even though the process of link building is very tedious and time-consuming, it’s definitely worth investing in.

The top three key metrics used for measuring SEO success are organic traffic, keyword rankings, and time on page.

HubSpot

So, if you’re new to SEO, and are struggling to pick the most important metrics to pay attention to, these three are a great starting point – and retain their importance regardless of the stage at which your business is at.

Blogging Statistics

Company blogs are one of the most popular content distribution channels, both for B2B and B2C marketers. Let’s take a look at some specifics.

Only 27% of users report reading blog posts to the end.

HubSpot

This means that over two-thirds of your users are merely skimming through your content, and not reading it thoroughly. So, if you don’t structure your content in a way that displays all of the most important points right at the beginning, it’s likely that most people will completely miss it.

Articles with a reading time longer than 7 minutes get considerably less engagement.

Medium

The human attention span is only a few minutes, so if you fail to engage with your users in the first minutes of reading, it’s likely that they will never finish your article.

Take this into account when planning out your content calendar.

70% of users prefer receiving information from blogs rather than advertisements.

Demand Metric

This shows that PPC is by no means a replacement for proper SEO. People don’t trust links with a big “AD” tag next to them,  so they’re more likely to click on the first organic search result.

6 million blog posts are published every day.

Hosting Tribunal

And over 90% of web pages receive zero organic traffic from Google.

Only 32% of bloggers always monitor their blog’s traffic analytics.

Statista

Out of the remaining bloggers, 26% usually monitor analytics, 26% do it occasionally, 12% never do it, and 4% report not having access to analytics.

how many bloggers monitor their traffic analytics content marketing statistic
Image source: Statista

Not all types of articles will be easy to optimize from these scores, especially ones that discuss very niche and nuanced topics. So, if your copy is not graded at 90-100, there is no reason to obsess over it as it won’t have any effect on your rankings.

Mobile Statistics

Smartphones are basically prosthetic brains at this point, granting people access to infinite amounts of information at any given moment. Of course, this also holds immense amounts of value for content marketers.

97% of adults in the United States own a mobile phone.

Pew Research

Especially now in 2022, most of these mobile phones are going to be smartphones, more than capable of browsing the web, which ties in directly with the following statistic.

Almost 70% of all online searches come from mobile.

Perficient

Which only reinstates the importance of proper mobile optimization for your website.

75% of mobile users use search to address their current needs.

Google

These needs can be anything from ordering food, buying new clothes, plane tickets, or even finding real estate to move into.

On average, American adults spend over three hours on their smartphones daily.

eMarketer

Not only does virtually everybody use their smartphone every day to find the answers to literally all of their needs, but they also do it for a large amount of time on a daily basis.

Mobile is a huge market, and if you haven’t yet tapped into it, not only are you missing out on traffic and sales, but also an enormous audience constantly looking for your content.

57% of mobile users will not recommend a business without a website that is optimized for mobile.

Formstack

When designing your website, it’s essential to take mobile devices into consideration. Make sure that your layout is fully responsive and that it loads within a second or two on mobile – otherwise, you will lose out on an enormous chunk of mobile traffic.

53% of mobile users will not wait for a page to load if it takes more than three seconds.

Google

It’s annoying to look at a blank screen for over three seconds, and if it’s taking more than that to load your page, people will simply go to your competitors if their site is better optimized for mobile.

People are twice as likely to interact with a brand on mobile than on any other platform.

Google

This makes sense since the majority of mobile searches are done by people addressing their immediate needs – finding store locations and ordering products online.

Mobile ad spending is expected to reach $500 billion by 2024.

AdColony

Mobile advertising is one of the largest markets, simply because of how much reach it has. Every single person interacts with their phone multiple times throughout the day, which gives marketers plenty of opportunities to deliver their marketing messages.

Video Marketing Statistics

Let’s see exactly what makes video content such a great investment for your content marketing strategy.

Video is the number 1 format of content produced in 2022.

HubSpot

And this is not a surprise, as video is a much more engaging way to explain difficult topics. Most people don’t read blog posts all the way through, and so having things explained to them visually is more effective, and does a better job of retaining them.

96% of people have learned more about a product or service from an explainer video.

Wyzowl

If you have an explainer video on your website about your product or service, people will watch it before reading any of the written content.

So, if you don’t have any yet, it’s time to start working on them.

Videos are used for 86% of businesses’ marketing.

Wyzowl

Be the 87th percent to instantly capture the attention of 96% of your visitors and better explain exactly what your business is about.

69% of users would rather get information about a product from a video.

Wyzowl

Of the remaining users, 18% prefer to learn product information from an article, 4% would like to see an infographic, 3% would take an e-book, and only 2% would actually rather learn about your product directly from a sales call or a demo with you.

After Google, YouTube is the top-visited website.

Ahrefs

YouTube gets around 35 billion monthly visits and has completely replaced television for a lot of adolescents and young adults.

On average, YouTube reaches more young adults in a week than all cable TV networks together.

Google

What we said just above about YouTube replacing television for people is not just a bold claim by us – it’s a fact provided by Google’s statistics on YT’s reach for 18- to 49-year-olds.

70% of viewers have made a purchase after watching a video on YouTube.

Google

Not only is YouTube great at providing people with all types of entertainment content, whenever they need it, but they are also a great way to teach them about your product or service, and help them make a more informed decision regarding whether or not to purchase from you.

According to Google, most people have made a purchase as a direct result of watching a YouTube video.

79% of viewers have downloaded or even purchased an app as a direct result of watching a video.

Wyzowl

Of course, it’s easier to get people to download your software if it’s free, but even if it’s not, a video is the best way to showcase its features in a very engaging and informative way without spending the time on providing every single potential customer with a personalized demo.

Over 50% of B2B buyers conduct product research on YouTube.

Hootsuite

So, if you’re a B2B brand and still don’t have an official YouTube channel with informative videos about your product or services, you are missing out on a big chunk of potential customers.

Video content, relevant to users’ interests is three times more important to them than content with famous actors.

Google

This ultimately means that the exact person in your video is not important, as long as you are able to deliver high-quality content that directly addresses your audience’s needs and wants.

Video content, relevant to users’ interests is 1.6 times more important to them than videos with high production quality.

Google

Don’t worry if you don’t have the budget for a professional camera, light setup, or extensive editing skills. Even just recording yourself on your mobile phone while doing something or explaining a topic of interest to your target audience can perform very well on YouTube.

Likewise, spending thousands of dollars on recording and editing does not automatically grand you millions of views, if your content is not helpful or interesting.

85% of users would like to see more videos from companies in the future.

Wyzowl

The users are directly saying that video marketing is a much better way to communicate with them, so listen to your audience and provide them with what they need!

Podcast Statistics

While less popular than video, audio podcasts are still a great way of reaching consumers – let’s look at some numbers.

424 million users listen to podcasts every month.

Statista

Or, more than the entire population of the United States. Sure, that’s not the 35 billion clicks that YouTube is getting, but it’s a large and very dedicated audience.

57% of Americans listen to podcasts.

Edison Research

Podcasts are the radio of today, and having over half of an entire country’s population being active podcast listeners really shows you the scale of the industry.

Just in one week in America, more people listen to podcasts than there are total Netflix accounts.

Edison Research

Netflix is great for watching movies and shows, but it’s surprising to see that it’s entire user base is overshadowed by podcast listeners every single week.

The age of the average podcast listener is 35-54 years old.

Edison Research

The older generation is a lot more into listening to podcasts, and it makes sense – since they might not have as much time to watch YouTube videos during the day.

48% of users listen to podcasts at home, and 26% of listeners – while driving.

Edison Research

Commutes can be extremely boring and even frustrating, as can be mundane everyday things like cleaning, cooking, and some work tasks that don’t require much brain input. So, most podcast listening is done during those periods of time.

The average podcast listening time is over 16 hours per week.

Edison Research

16 hours is a pretty long time, so it is evident that podcast listeners are dedicated to this form of media, which is supported by the following statistic.

On average, active users listen to eight different podcasts per week.

Edison Research

This coincides with the average listening time being 16 hours, considering the average podcast is around 1-2 hours in length.

43% of monthly listeners listen to the whole episode.

Edison Research

Considering that the average podcast length is around an hour, this is pretty impressive. Very few people actually read through an entire blog post, so throwing some podcasts into your content marketing mix can be a great way to retain your users and engage with them much more effectively.

52% of podcast listeners are male, and the other 48% are female.

Edison Research

An almost perfectly equal gender breakdown.

27% of podcast listeners have attended college, while 34% have a graduate school or an advanced degree.

Podcast Insights

Most podcasts discuss somewhat niche and advanced topics, so it makes sense that they are more popular amongst older people with an education and not younger people – they tend to prefer YouTube.

50% of homesteads consider themselves fans of at least one podcast, and 22% consider themselves big fans.

Nielsen

These statistics just give a sense of scale on how large the podcast audience really is in the United States.

Most people use Spotify for listening to music already (ourselves included), so having access to podcasts on the same app is very convenient. All of the biggest and most popular podcasts are available on Spotify, and being amongst them can give you much-needed exposure.

Only 17% of marketers are planning to add podcasting to their content marketing strategy.

HubSpot

Despite podcasts being so popular amongst American households and having such a dedicated audience, the competition is relatively low, compared to other content distribution channels.

So, if you have content that can be delivered in the form of a podcast, it might be a good idea to start recording right now, while other companies are focusing more on different channels.

In 2022, American podcast ad spending is expected to increase 23% from that in 2021 and reach $1.74B

Statista

The industry is experiencing rapid growth, so don’t wait until the landscape is too competitive to get into podcasting within your niche.

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Now Over To You

Content marketing is a great way to increase sales, boost awareness, establish yourself as an authority in your field,  and achieve higher rankings in search engines.

In many ways, content marketing is the only type of marketing that consumers really trust and appreciate in 2022.

Constantly producing high-quality content and promoting it through the appropriate channels is a lot of hard work, especially if you take things like SEO and link building into consideration.

So, if you’re looking for ways to streamline your content promotion, link building, or need help booking more podcasts, book a demo with us to learn how we can help you.

Farzad Rashidi

Article by

Farzad Rashidi

Farzad Rashidi is the lead innovator at Respona, the all-in-one digital PR and link-building software that combines personalization with productivity. He also runs the marketing efforts at Visme, where he helped the company gain over 12 million active users and pass 2M monthly organic traffic.

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