With all the talk about blogs, search engine optimization tools and algorithms, content marketing is usually a mind-numbing experience. Sometimes, though, content marketing stats can really blow your mind.
Statistics help businesses identify marketing trends, measure the success of existing marketing programs, and to develop new strategies to target markets and improve returns on investment. Trying to figure out these marketing trends can be tough, especially for small and medium sized businesses who have better things to do than surf the net for trends.
Fortunately, the Content Marketing Institute (CMI) and several other organizations perform surveys and other techniques to gather amazing and useful statistics on content marketing in the previous year. You can use the information they found to develop your organizations content marketing strategies in the upcoming year.
Wrap Your Head Around these Marketing Stats
70 to 74 percent of organizations say their content marketing efforts were very successful in 2018
The marketing gurus have been right all along – content marketing works and in a very big way! According to CMI surveys, 74 percent of business to consumer (B2C) content marketers says their organization’s content marketing was “much” or “somewhat” more successful in 2018 than in the previous year, and 70 percent of business to business (B2B) content marketers feel that way. With these success rates, B2C and B2B marketers will likely continue their marketing efforts throughout 2019.
Half the world now uses phones to access the internet
People around the world are increasingly ditching their desktops in favor of their phones, according to Stat Counter, with about 50 percent of global users opting for mobile devices. Desktop computers are still strong in the United States, though, with 53.5 percent of Americans preferring the traditional keyboard and gigantic monitor over the tiny screen.
The switch to phones is a double-edged sword to many marketers. On the downside, the company’s technology team must optimize their content to make sure it fits on both the widescreens of modern desktops and the sometimes miniscule screens of a phone. On the upside, however, the use of mobile devices gives users more freedom to access the internet from anywhere – from the bathroom to the bus stop – and therefore more opportunities to visit an organization’s website.
Cell phone users will spend more time staring at the tiny screen than at the TV
The typical American adult spent 3 hours and 35 minutes on their mobile devices daily in 2018, according to eMarketer, which was about 11 minutes more than in the previous year. eMarketer predicts that mobile will surpass television when it comes to time spent in 2019.
93 percent of businesses landed a new customer as a direct result of a video posted on social media
In the 2018 State of Social Video: Consumer Trends survey by Animoto, 93 percent of businesses say posting a video on social media helped them nab at least one new customer. Instagram was the fastest-growing platform for purchases associated with videos.
70 percent of internet users would rather learn about your product online than through other means
While internet users still occasionally watch television, read magazines and listen to the radio, 70 percent would rather learn about your organization’s service or products online rather than through traditional means. This means content marketing on the internet is becoming more important than other approaches to advertising.
50 percent of companies plan to increase their marketing content budgets in 2019
These companies intend to invest in hiring, using new marketing technologies and trying new channels. Content creation will most likely receive the lion’s share of the budget.
71 percent of consumers hate the cheesy sales pitch
In a survey by the Economist’s Group, 71 percent of people said that the main reason a piece of content did not make a positive impression was that it seemed more like sales pitch.
Documented content marketing strategies work, but fewer than 40 percent of marketers use them
Documented content marketing strategies work, but only 39 percent of marketers have a documented content marketing strategy, according to Search Engine Watch. That’s unfortunate too, because simply documenting such a strategy often serves as a key indicator of content marketing success. In fact, CMI says that the more successful marketers are more likely to have a documented content strategy than their less successful partners, at 65 percent and 14 percent respectively.
This year, blow the minds of the sales department by utilizing these mind-bending content marketing statistics this year. Using these stats can help your organization stay ahead of the competition in 2019. Organizations that optimize content for mobile devices, provide plenty of online content, post a video to social media, increase marketing content budgets, ditch the sales pitch and document their content marketing strategies can succeed in 2019.
Lynn H has been a professional writer, providing exceptional content online and offline, for nearly 20 years. In that time, she has penned thousands of articles for doctors, universities, researchers, small businesses, nursing organizations, sole proprietors and more. She writes everything from blogs to white papers; her specialty is putting complex scientific concepts in simple terms. She specializes in medical writing, creating informative and engaging content for professionals in medicine, dentistry, nursing, pharmacy, medical manufacturing, chiropractics, optometry, emergency care, plastic surgery and others.