As content marketing continues to evolve, so too do the stats surrounding its practice. These up-to-date stats will inform your content strategy, boost your audience engagement, help you measure and optimize for success, and much more.

1. 43 percent of B2C marketers with a documented strategy considered
themselves effective, vs. 33 percent of those without.
-CONTENT MARKETING INSTITUTE
STRATEGY

2. 36 percent of B2B companies with a documented content marketing
strategy considered themselves very effective, three times more
than those without a documented strategy.
-LINKEDIN TECHNOLOGY MARKETING COMMUNITY
MARKETING

3. 84 percent of B2B marketers said brand awareness was a top goal.
-CONTENT MARKETING INSTITUTE

4. 68 percent of content marketers back original content over licensed content.
-CONTENTLY

5. 70 percent of B2B organizations and 69 percent of B2C organizations
report that they made more content in 2014 than in 2013.
-CONTENT MARKETING INSTITUTE
2014 2013 2014 2013
B2B B2C

6. Creating more engaging content was B2B marketers’ top initiative for 2014.
-CONTENT MARKETING INSTITUTE

7. 48 percent of B2C marketers and 42 percent of
B2B marketers now publish more than once a week.
-CONTENT MARKETING INSTITUTE
PUBLISH

8. 57 percent of organizations now have two or more
people dedicated to content marketing.
-CONTENTLY

9. 24 percent of organizations now devote 50 percent or
more of their budget to content.
-CONTENTLY

10. Facebook now drives 25 percent of all Internet traffic.
-SHAREAHOLIC

11. Facebook posts earn 340 percent more shares
than each of the other four major social networks—except for food
content, which does better on Pinterest.
-BUFFER
PostPublic

12. LinkedIn accounts for 21 percent of shares of
high-engagement publications in the business vertical.
-BUFFER

13. 63 percent of B2B marketers rate LinkedIn
the most effective social media platform.
-CONTENT MARKETING INSTITUTE

14. 51 percent of high-engagement publications are shared on Pinterest.
-BUFFER

15. Pinterest drives 5 percent of all traffic on the web, nearly
three times as much as all non-Facebook social networks.
-SHAREAHOLIC

16. Leaders in data-driven marketing are more than six times more likely than
laggards to report achieving competitive advantage in increasing profitability
(45 percent vs. 7 percent) and five times more likely in customer
retention (74 percent vs. 13 percent).
-FORBES
0
5
10
15
20
25
30
35
40

17. 25 percent of Gen Z’ers left Facebook in 2014.
-ADWEEK

18. 47 percent of content marketers reported better campaign
measurement and 33 percent reported better campaign ROI as the
primary benefits of using a tag management service.
-EMARKETER

19. 77 percent of marketers are confident in their data-driven approach.
-MEDIAMATH
77%

20. Having a documented content strategy nearly
doubles the chance that you’re successfully tracking ROI.
-CONTENT MARKETING INSTITUTE
CONTENT

21. B2B marketers cite web traffic (63 percent) and sales
lead quality (54 percent) as their top metrics.
-HUBSPOT
63% 54%
WEB TRAFFIC SALES LEAD QUALITY

22. Inbound marketers who measure ROI are more than 12 times
more likely to generate a greater year-over-year return.
-HUBSPOT

23. 69 percent of data efforts are being focused on
targeting of offers, messages, and content..
-MEDIAMATH

24. Marketers who have prioritized blogging are
13 times more likely to have a positive ROI.
-HUBSPOT

25. Kraft estimates that it generates the equivalent of 1.1 billion ad
impressions a year and a four-times-better ROI through content
marketing than through even targeted advertising, according to Julie
Fleischer, the company’s director of data, content, and media.
-AD AGE