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35 data points show how content marketing works

Posted on January 12, 2015 by Rob Petersen

 

 

How Content Marketig Works

  • 90% of marketers use content marketing (source: e-Strategy Trends)
  • 44% have a documented content marketing strategy (Source: Flip Creator)
  • 42% of B2B marketers and 34% of B2C marketers believe they are effective at it (source: e-Strategy Trends)

These statistics indicate content marketing has come of age but there is still room for improvement.

What makes it work? How should your business use it?

Here is some guidance. 35 data points that show how content marketing work.

CONTENT IS KING

  • 78% of CMOs believe custom content is the future of marketing (source: Social Times)
  • 76% use articles (including internal and guest blog posts) (source: eMarketer)
  • 76% of B2B companies maintain blogs. (FlipCreator)
  • 70% of both B2B and B2C marketers plan to produce more content (source: e-Strategy Trends)
  • 62% use videos (source: eMarketer)
  • 60% of consumers feel more positive about a brand after consuming content from it. (source: iMedia Connection)

PEOPLE LIKE TO DO BUSINESS WITH PEOPLE THEY KNOW

  • 70%-90% of the “buying journey” for B2B buyers occurs before they reach out to a vendor (source: B2B Marketing)
  • 80% of the time spent researching is done online (source: B2B Marketing)
  • 54% of B2B buyers begin their buying process with informal research about business problems (source: B2B Marketing)
  • 46% of web users will look towards social media when making a purchase (source: Search Engine Journal)

KNOW WHO TO ATTRACT

  • 57% of discussion on Pinterest are about food (source: Search Engine Journal)
  • 56% of Americans have a profile on a social networking site (source: Edison Research)
  • The fastest-growing age cohort on Twitter is 55-to-64 year-olds, up 79% since 2012 (source: Fast Company)
  • 50% of marketers found customers on Facebook (source: Social Times)
  • 45-54 age bracket is the fastest-growing group on both Facebook and Google+ (source: Fast Company)
  • 40 percent of marketers found customers on LinkedIn (source: Social Times)
  • YouTube has over 1 billion unique visitors per month and reaches the coveted 18-34 year old demographic more than any cable network (source: Search Engine Journal)
  • The male vs. female ratio of social media users is as follows: Facebook – 60% female/40% male; Twitter – 60% female/40% male; Pinterest – 79% female/21% male; Google Plus – 29% female/71% male; LinkedIn – 55% female/45% male (source: Search Engine Journal)

HAVE A STRATEGY

  • 83% of B2B marketers invest in social media to increase brand exposure (source: (Social Media Today)
  • 69% to increase web traffic (source: Social Media Today)
  • 65% to gain market insights (source: Social Media Today)
  • 78 cents is the value in sales of a Pin on Pinterest (up 25% versus year ago) (source: TechCrunch)

MAKE YOUR CONTENT WORK AS HARD AS IT CAN

  • 4,300% is the ROI of email marketing (source: Search Engine Journal)
  • 80% of all Pinterest pins are actually Re-pins (source: Search Engine Journal)
  • 73% of reporters say that press releases should contain images. (Social Times)
  • 72% who complain on Twitter expect a response within 60 minutes (source: HubSpot)
  • 57% of U.S. online adults read blogs. And of that group, two-thirds “say a brand mention or promotion within context of the blog influences their purchasing decisions.” (source: New Media and Marketing)
  • 52% of people expect a response to an email within 12-24 hours (source: MediaPost)
  • 48% of consumers say email is their preferred form of communication with brands. (iMedia Connection)
  • 42% of people expect a response from brands on social media within 60 minutes; 32% within 30 minutes (source: Convince and Convert)
  • 23% of Facebook users check their account at least 5 times a day (source: Search Engine Journal)
  • YouTube has the highest engagement and lowest bounce of any social network (source: Shareaholic)

ADMIT WHAT YOU DON’T KNOW

  • 79% of B2B marketing executives report noticeable skill gaps in the teams they manage. The top areas for skills gaps are:
    • Data analysis
    • Customer insight
    • Digital marketing techniques. (source: B2B Marketing)

Do these data point help you see what makes content marketing work? Could you be doing content marketing more effectivley?

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