Content statistics that you need to know for 2020

Updated: Jul 27



I have various influencers and SEO publications that I keep an eye on for guidance and statistics; in particular, Omnicore and HubSpot have some hard-hitting stats as we close 2019.


There are literally hundreds of statistics out there, so I thought I’d save you the trouble and pick out the ones that I believe will help to inform your content strategy in 2020.


Content marketing statistics

  • Content marketing gets three times more leads than paid search advertising. (Omnicore, 2019)

  • Content creation leads to 434% more indexed pages than websites without updated content. The key is to create as many pathways around the web for customers to find you. (Omnicore, 2019)

  • Audience relevance is number one when it comes to content effectiveness at 58%, but compelling storytelling takes a strong second place at 57%. (Omnicore, 2019)

  • 63% of marketers are creating content with buyer persona in mind above all else. (Omnicore, 2019)

  • 97% of marketers are using prescriptive content, meaning they’re laying out a foundation of rules and strategies to follow when it comes to creation. (Omnicore, 2019)

  • 38% of marketers are publishing content at least once a week. (Omnicore, 2019)B2B marketers are convinced blogging is their most important type of content (43%) while B2C marketers are convinced visual content is more important (45%). (Omnicore, 2019)

  • When it comes to delivering content and securing audience engagement, LinkedIn is the most effective social media platform at 82%. Twitter took second place at 66%. (Omnicore, 2019)

  • 60% of B2B marketers say they have a difficult time coming up with content that will engage their audience. (Omnicore, 2019)

  • 45% of marketers rate their interactive content as either extremely or very effective. Interactive content includes assessments, calculators, quizzes, or contests. (Omnicore, 2019)

  • B2C marketers use live video at a rate of 30% compared to B2B marketers at 24%. (Omnicore, 2019)76% of buyers are willing to share their information in exchange for white papers. Ebooks took second place with 63% willing to share their info. (Omnicore, 2019)

  • 63% of marketers say their biggest content challenge is driving traffic and generating leads. (Omnicore, 2019)

  • Only 30% of marketers say their content strategy is effective. (Omnicore, 2019)

  • 42% of companies have a designated content strategist executive to ensure all content is meeting branding expectations and being released at the right time. (Omnicore, 2019)

  • 71% of companies have a team that will ensure proper blogging conduct, audience reaction, etc. (Omnicore, 2019)

  • And yet, 70% of businesses can’t seem to consistently integrate their content correctly to maximise sales. (Omnicore, 2019)

  • 37% of companies recently polled claimed they planned to increase their content marketing budget, while 46% of companies said it would stay the same. (Omnicore, 2019)

  • 87% of B2B audiences will give more credit to content with an industry expert’s opinion over general advice. (Omnicore, 2019)

  • The top three content marketing tactics are blogging (65%), social media (64%), and case studies (64%). (Omnicore, 2019)

  • The most sophisticated B2B marketers allocate 42% of their total marketing budget to creating content. (Omnicore, 2019)

  • 32% of marketers say visual images are the most important form of content for their businesses. (HubSpot, 2018)

  • 51% of B2B marketers prioritise creating visual assets as part of their content marketing strategy. (HubSpot, 2019)

  • 45% of B2C marketers believe visual content is their most important type of content. (Content Marketing Institute, 2017)

  • LinkedIn is the most effective social media platform for delivering content and securing audience engagement. (LinkedIn, 2017)

  • 47% of buyers viewed 3-5 pieces of content before engaging with a sales rep. (Demand Gen Report, 2016)


Blogging statistics


  • Blogs with images receive 94% more views than blogs that are text only. Blogs with videos can increase organic search results by up to 157%. (Omnicore, 2019)

  • To maximise their traffic, marketers should aim to post at least 16 blogs a month. This strategy nets 3.5 times more response than posting less than four times a month. (Omnicore, 2019)

  • Most experts agree to maximise SEO; a blog post should be between 1,000 and 1,500 words. (Omnicore, 2019)

  • Marketers will get the best results by crafting exciting titles that are between 6 and 13 words long. (Omnicore, 2019)

  • 80% of blogs will send out email newsletters as a way of reinforcing their content. (Omnicore, 2019)

  • Just over half of companies (52%) aren’t using a formal editor for their blogs. (Omnicore, 2019)

  • People are only spending about 37 seconds on a blog post. They’re skimming through to find the most relevant content. (Omnicore, 2019)

  • As such, the desire for condensed infographics has steadily increased. B2B marketers especially have embraced this trend, jumping from 50% utilisation to 58% in a single year. (Omnicore, 2019)

  • 29% of top marketers will make a plan on how to reuse their content. This includes posting altering old content to meet new customer needs. (Omnicore, 2019)

  • 61% of readers will make a purchase based on a blog’s recommendation. How-to posts typically net the best response rates. (Omnicore, 2019)

  • Posting daily on a blog can net a business five times more traffic than one that does not. (Omnicore, 2019)

  • 73% of B2B companies will blog case studies, another form of blogging that professionals respond to. (Omnicore, 2019)

  • Your engagement rates will increase by 28% if you invest in professionally written content alongside video product demos or similar information. The top 5% of videos will hold 77% of the viewer’s attention for the duration. (Omnicore, 2019)

  • When it comes to the sheer numbers, viral blog posts tend to invoke astonishment or awe from the reader (25%). Humorous blog posts take second place at 17%. (Omnicore, 2019)

  • 81% of internet users agree that blog posts are trusted sources for information or advice. (Omnicore, 2019)

  • Updating an old blog with new information can increase the effectiveness of your search results by 74%. Yet only 55% of marketers will use this strategy. (Omnicore, 2019)

  • The number of inbound links for a company can increase by up to 97% if they have a blog. (Omnicore, 2019)

  • Audiences consider more than 60% of blog content, either inadequate or irrelevant, so it’s important for marketers to find information that speaks to their audience. (Omnicore, 2019)

  • Merely altering a headline can potentially increase click rates by up to 10%. (Omnicore, 2019)

  • 55% of bloggers are routinely checking their analytics. Pageviews are still the number one metric, followed by the number of shares or likes, and then time spent on-page. (Omnicore, 2019)

  • 61% of effective B2B bloggers will meet with their content team at least once a week. (Omnicore, 2019)

  • About one in ten posts are compounding, meaning their traffic increases over time. These compounding posts will generate up to 38% of all blog traffic. (Omnicore, 2019)

  • Better content can drive traffic to a blog by up to 2,000%. (Omnicore, 2019)

  • 55% of marketers say blog content creation is their top inbound marketing priority. (HubSpot, 2018)

  • One in ten blog posts is compounding, meaning organic search increases their traffic over time. (HubSpot, 2016)

  • 36% of people prefer list-based headlines. (IMPACT, 2019)

  • Over its lifetime, one compounding blog post creates as much traffic as six decaying posts. (HubSpot, 2016)

  • Marketers who prioritise blogging efforts are 13x more likely to see positive ROI. (HubSpot, 2019)

  • 81% of B2B companies use blogs as a content marketing tactic. (Content Marketing Institute, 2016)

  • 66% of marketers surveyed used blogs in their social media content. (Social Media Examiner, 2019)

  • Listicles are the most popular blog post format among business blogs. (Responsive Inbound Marketing, 2019) 

  • Using statistics in blog posts improves consumer trust. (Forbes, 2018)

  • 43% of B2B marketers say blogging is their most important type of content. (Social Marketing Industry Report, 2017)

  • 43% of people admit to skimming blog posts. (HubSpot, 2018)

  • Titles with 6-13 words attract the highest and most consistent amount of traffic. (HubSpot, 2016)

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