• Mou Mukherjee

Content Marketing Trends & Statistics That Matter (2022)

Updated: Aug 16

Content marketing statistics and trends are important because they help us know the sentiment across industries.

The numbers not only reveal facts, challenges, goals but sometimes help us assess if we’re on the right track.

I’ve created this blog after reading over 25+ reports so you don’t have to, and carefully selected trends that matter for your business. I’ll keep updating it as I gather more useful stats through research from authentic sources.

Content Marketing Trends and Stats

  • 97% of companies have a content marketing strategy.

  • 40% of all B2B marketing professionals keep their content marketing strategy documented, according to the latest CMI 12th Annual B2B Content Marketing report for 2022.

  • 57% of the most successful B2B content marketers outsource content marketing activities compared to 36% of the least successful organizations.

  • 90% of the most successful B2B marketers measure content marketing performance.

  • 22% of all and 32% of the most successful B2B companies invest half or more of the total marketing budget into content marketing.

  • 78% of small companies have a small or one-person marketing/content marketing team serving the entire organization.

  • For 32% of companies, there is no full-time or dedicated employee for content marketing. This may indicate they work with freelancers or part-time workers.

  • 69% of marketers actively invest in SEO.

  • Because of higher ROI, B2B brands consider inbound marketing and SEO more important than B2C brands, and are likely to continue investing in blogs, case studies, whitepapers, and interviews, as per Hubspot 2022 State of Inbound Marketing Trends.

  • 73% of respondents say they skim blog content, 27% thoroughly read them.

  • Blog length and average reading time can affect engagement. According to Jordan Teicher, 75% of people prefer reading articles that are under 1K words while only 5% prefer articles over 2K words.

Another report says, blogs with reading time longer than 7 minutes tend to lose engagement.

  • 90.63% of pages on the internet receive no search traffic.

pie chart showing percentage of organic search traffic from Google for web pages

  • Content marketing industry revenue will touch US $76.9 billion in 2022 and further grow to reach US $137.2 in 2026.

content marketing revenue worldwide as per Statista

  • 42% of marketers say content marketing creates sales/revenue while 49% of them use this to nurture leads. Additionally, 60% use content marketing successfully to educate their existing customers.

  • 43% use guest posts/articles in third-party publications as their preferred unpaid, organic method to distribute content.

  • Changes in SEO/search algorithms (62%) and data management/analysis (50%) are most important for B2B content marketers.

  • Webinars/webcasts/web series are among top video formats that delivered the best results, as per 51% of B2B marketers.

  • Video is the top investment area for content marketing in 2022 (69%).

  • 35% of marketers plan to include video in marketing for the first time in 2022.

  • Short-form video generates the best ROI compared to other video formats.

  • Driving brand awareness (22.4%), product education (21.6%), driving customer engagement and generating leads (18.4%) are top four goals with video marketing.

main goals with video content as per HubSpot data

  • TikTok is the fastest growing social media in 2022, followed by Instagram, YouTube, and LinkedIn.

  • The top challenges marketers face with content marketing are creating content that generates leads, finding ideas for new content, and creating content that receives high levels of online engagement.

  • Two main content marketing challenges, according to CMI, are creating content that appeals to multi-level roles within the target audience (44%) and access to subject matter experts (42%).

  • 31% of marketers find creating content that resonates with their target audience challenging.

  • 30% of respondents find it difficult to prove the ROI of content marketing.

  • Producing high-quality content (28%), generating content ideas (25%), and publishing content at scale (19%) also seem to trouble marketers.


What other content marketing statistics and trends do you want to know about?

Leave me a message and I’ll find it for you.


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