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Content statistics that you need to know for 2020

Updated: Feb 14



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)

If you have found this useful, why not head over to the content test to see how you could improve your content.

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