Marketing Best Practices

The State of B2B Content Marketing: 25 Need-to-Know Stats [Infographic]

Gail Axelrod By Gail Axelrod November 4, 2015

This article was originally written for and published by Open View Labs.

Content marketing has become hugely important to B2B marketers, so much so that 91% now use content marketing to generate demand and fill the top of the funnel.

And in just the last few years, content marketing has transformed from something that seemed like a good idea to a savvy business tactic. According to HubSpot, B2B companies that blog generate 67% more leads per month than those that do not blog.

Yet, despite overwhelming evidence pointing to the efficacy of content marketing, only 44% of B2B marketers have a documented strategy.

Content marketing is clearly important and growing more so by the day. To give you a better understanding of content marketing, its use cases, effectiveness and where it’s headed, we’ve laid out 25 Need-to-Know Stats on the State of Content Marketing. Check out the infographic below:

  1. 91% of B2B marketers use content marketing (Content Marketing Institute)
  2. 44% of B2B content marketers have a documented content strategy (Content Marketing Institute)
  3. 84% of B2B marketers said brand awareness was a top goal (Content Marketing Institute)
  4. 55% of B2B organizations organizations plan to increase their content marketing budget in the next 12 months (Content Marketing Institute)
  5. B2B companies that blog generate 67% more leads per month than those that do not blog (HubSpot)
  6. Brands relying on inbound marketing save over $14 dollars for every new customer acquired (HubSpot)
  7. Organic search leads have a 14.6% close rate, while outbound marketing leads have a 1.7% close rate (HubSpot)
  8. 72% of marketers think that branded content is more effective than magazine advertisements, 69% say it’s superior to direct mail and PR (Custom Content Council)
  9. Website conversion rate is nearly 6x higher for content marketing adopters than non-adopters (Kapost)
  10. B2B marketers cite web traffic (63%) and sales lead quality (54%) as their top content marketing metrics. (IAB)
  11. Only 21% of B2B marketers indicate that they are successful at tracking ROI of their content marketing programs. (Content Marketing Institute / MarketingProfs)
  12. B2B marketers publish new content: Daily (16%); Multiple Times per Week (26%); Weekly (17%); Multiple Times per Month (19%). (Content Marketing Institute / MarketingProfs)
  13. 73% of B2B marketers use video as a content marketing tactic (Content Marketing Institute)
  14. 63% of B2B marketers rate videos as effective (Top Rank Blog)
  15. Interactive content, such as apps, assessments, calculators, configurators and quizzes, generate conversions moderately or very well 70% of the time, compared to just 36% for passive content (Ion Interactive)
  16. Top 5 B2B content marketing tactics: Social Media Content (92%); eNewletters (83%); Articles on your Web Site (81%); Blogs (80%); In-Person Events (77%). (IMN Inc.)
  17. 65% of B2B buyers report that the winning vendor’s content had a “significant impact” on their buying decision. (DemandGen Report)
  18. 68% of B2B buyers strongly agree that B2B vendors should curb the sales messages to improve the quality of their content. (DemandGen Report)
  19. 80% of business decision-makers prefer to get company information in a series of articles versus an advertisement. (Roper Public Affairs)
  20. 87% of B2B marketers are using social media to distribute content (Content Marketing Institute)
  21. LinkedIn generates more leads for B2B companies than Facebook, Twitter or blogs individually. Yet only 47% of B2B marketers say they are actively using LinkedIn vs. 90% on Facebook (Inbound Writer)
  22. B2B content marketing social media platform usage: LinkedIn (94%); Twitter (88%); Facebook (84%); YouTube (72%); Google+ (64%); SlideShare (41%) (Content Marketing Institute / MarketingProfs)
  23. 73% of B2B organizations have a person dedicated to overseeing content marketing strategy (Content Marketing Institute)
  24. 47% of B2B marketers have a dedicated content marketing group. (Content Marketing Institute)
  25. 78% of B2B marketers plan to grow their “content marketing teams” by 1-3 people in the next year (Marketing Charts)

About the Author:

Gail Axelrod As Communications Manager at OpenView, Gail is responsible for content production and execution across OpenView’s properties. She also manages public relations for the firm.