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Content Marketing Stats to Know When Planning for 2024

ByKenna Griffin
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Thinking of adding content marketing to help your business get recognized and grow in 2024? If so, it’s time to start research and planning. 

Content Journey helps dozens of businesses grow their brand awareness, reach, and conversion rates through content marketing. We even helped a client increase their online traffic by 1,200% in just eight months. 

Still not entirely sure if marketing is right for your business? Here are some content marketing statistics to help you make an informed decision.

What is Content Marketing?

If you’re thinking about adding content marketing, you probably already have a pretty good idea of what we’re talking about. If that’s the case, go ahead and skip this section. Otherwise, here’s a little context to get you started.

Content marketing is creating relevant and engaging content that helps business owners engage with and educate their audience. It’s about creating and sharing content that serves your audience’s information needs, therefore enabling you to connect with them. 

Types of content marketing include:

  • Website product or service pages
  • Landing pages
  • Blog posts
  • Lead magnets
  • Email newsletters or campaigns
  • Social media

Regardless of format, content marketing is critical for your business because it helps you attract potential customers to your website and generates sales.

Content Marketing Statistics to Know

If you’re not yet convinced that content marketing is the key to growing your business, some of these stats might crystalize your views.

90% of Businesses Use Content Marketing

The New York Times reported that 90% of all organizations use content in their marketing efforts, and it seems like the approach is here to stay.

Content marketing statistic: 90% of businesses use content marketing.

Businesses report using content marketing to:

  • Increase brand awareness
  • Attract more traffic to their website
  • Engage with customers
  • Increase customer loyalty
  • Generate leads to increase sales and, therefore, revenue

Companies spend an average of $5,000 a month on content marketing. The average spend is about 26% of a company’s overall marketing budget.

Key insight: Businesses that use content marketing see its value as an investment in growth and plan to continue using it.

Almost all customers (99.5%) go online to research before purchasing

Today’s consumers make informed purchases, which is why they go online to research before they buy. Content marketing helps them find your brand when they’re looking to make a purchase in your product or service area.

More than 99% of people do online research before they make a purchase.

And content marketing works, with 76% of marketers saying it generates leads.

76% of marketers say content marketing generates leads.

Key insight: Whether through search engines or social media — where about half of people research products — content marketing results in leads.

53% of a Website’s Traffic on Average is Organic

Almost 70% of online experiences start with a search engine. People use Google (the most popular search engine) to find what they want and need — to answer questions and solve problems. 

68% of online experiences start with a search engine.

On average, more than half (53%) of a website’s traffic is organic. That means it comes from search engines, not people going directly to your website. SEO content marketing helps Google recognize your website’s content as valuable and recommend it to people searching online.

On average, 53% of a website's traffic comes from search.

Key insight: People use search engines when seeking products or services. SEO content marketing helps them find your business.

47% of Consumers Read 3-5 Pieces of Content Before Engaging With a Brand

Today’s customers expect more from the companies they choose to do business with. They want to spend their hard-earned money with companies with values they agree with that support causes they also support. Today’s consumers put their money where their beliefs are and want to establish relationships with the companies they patronize. 

This values-based purchasing means that today’s customers are more likely to research and learn about your brand before engaging. In fact, 47% of consumers surveyed said they read three to five pieces of content before they engage with a brand. 

47% of consumers surveyed said they read three to five pieces of content before they engage with a brand. 

Content marketing means you’ll have that content readily available for them to see. A content marketing strategy also means you’ll have a method of engagement, like a contact form or chatbot like Podium, ready and waiting when an audience member takes the step to engage.

Key insight: People want to spend their money with brands they have relationships with. Content helps them learn about your brand, and tools like chats help them engage.

Content Marketing Costs 62% Less Than Other Marketing Methods But Generates Three Times the Leads.

Sometimes less really does get you more. That’s the case with content marketing.

Content marketing costs about 62% less than other outbound marketing methods, but it generates three times the leads.

Content marketing costs about 62% less than other outbound marketing methods, but it generates three times the leads.

This stat alone makes it easy to see why businesses continue embracing content marketing. You can’t argue with that kind of return on investment.

Let Content Journey Guide Your Content Marketing

Are you convinced yet? The data show that content marketing helps your business be recognized and grow. Another thing certain in all of the research — you need a content marketing strategy. Of the companies that feel their content marketing is successful, 78% said it’s because they follow a documented content strategy. Ready to enact a content marketing strategy in 2023? Book a call today, and let’s get started.

Citations:

25 content marketing statistics for 2024. NYTLicensing. (n.d.). https://nytlicensing.com/latest/trends/impressive-content-marketing-statistics/ 

Brenner, M. (2023, September 14). How much budget do you need for content marketing?. Marketing Insider Group. https://marketinginsidergroup.com/content-marketing/how-much-budget-do-you-need-for-content-marketing/#:~:text=Semrush’s%20recent%20report%20says%20that%20most%2073%,content%20marketing%20budget%20is%20$5000%20per%20month. 

Djuraskovic, O. (2023, October 4). 47 blogging statistics (2023): How many blogs are there?. FirstSiteGuide. https://firstsiteguide.com/blogging-stats/ 

Important social media shopping statistics for 2023 – from scrolling to purchasing: ProfileTree. ProfileTree Web Design and Digital Marketing. (2023, September 16). https://profiletree.com/purchasing-guide-social-media-shopping-statistics/#:~:text=Recent%20Statistics%20Related%20to%20Social%20Media%20Shopping,social%20media%20shopping%20to%20purchase%20various%20goods. 

Schaffer, B., Schaffer, N., & Mathew, G. (2023, October 28). 46 content marketing statistics that actually matter to your business in 2024. Social Media & Influencer Marketing Speaker, Consultant & Author. https://nealschaffer.com/content-marketing-statistics/ 

Organic vs. paid search: (84 astonishing) statistics for 2023. HigherVisibility. (2023, July 26). https://www.highervisibility.com/seo/learn/organic-vs-paid-search-statistics/#:~:text=53%25%20of%20all%20web%20traffic,15%25%20comes%20from%20paid%20search. 

Stahl, S. (n.d.). 2024 B2B content marketing trends [research]. Content Marketing Institute. https://contentmarketinginstitute.com/articles/b2b-content-marketing-trends-research/ 

Team, P. (2023, May 12). Survey: The ever-growing power of reviews (2023 edition). https://www.powerreviews.com/research/power-of-reviews-2023/#:~:text=Most%20Consumers%20Research%20Online,frequently%20than%20their%20older%20counterparts. 

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