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100 Content Marketing Statistics 2012 and 2013

Content marketing diagramContent marketing is riding on a wave right now and searches for content marketing services in the UK are on the rise. We’re coming to the end of 2012, a year which I believe has been pivotal in the acceleration of content marketing strategies. As the content marketing statistics for 2012 and 2013 projections below demonstrate, content marketing is set for further growth, which is great for content marketing strategists like me and other content creators.

When you look at the stats you’ll probably find there are inconsistencies, but we all know the surveyed audiences vary significantly, as does the desired outcomes of those running the research. There’s also a cracking infographic which Berlin-based Creative Construction created on the back of these, which is worth checking out.

Before we delve into the stats, anyone who’s not sorted their own and their clients’ Google Authorship please do so as it’s an essential part of your content marketing.

What were brands hoping to achieve through content marketing in 2012?

How is content marketing valued and managed by brands?

  • Only 38% of brands have a defined a content marketing strategy (Econsultancy and Outbrain)
  • 23% use a cross-departmental approach to content marketing (Econsultancy and Outbrain)
  • 91% of B2B marketers are now using content marketing (Content Marketing Institute and MarketingProfs)
  • Company blogs were viewed as “most useful” form of content (Hubspot)
  • 73% of digital marketers agree that “brands are becoming publishers” (Econsultancy and Outbrain)
  • Of US content marketers, 57% used content curation specifically as part of their strategy (Curata)
  • 35% of marketers cite managing marketing campaigns across multiple channels as one of their greatest challenges (Exact Target)
  • 43% of US content marketers do not even attempt to measure their programmes’ success (Curata)
  • 51% of marketers believe their current marketing technologies fall short due to a lack of analytics providing cross channel data to help improve performance or predict outcomes (Exact Target)
  • Companies with more than 1,000 employees average 178 social media assets, yet only 25% provide social media training (Altimeter Group)

What did content marketers shop for in 2012?

Investment in content marketing stats 2012

  • Total spending on branded content per company in 2012 rose by 5% and is gaining a larger share of corporate budgets (Custom Content Council)
  • The average total US branded content outsource spending was a record $371,364, rising to $987,417 for those that exclusively outsource (Custom Content Council)
  • B2B marketers are spending 33% of their marketing budgets on content marketing, which is up from 26% in 2011 (Content Marketing Institute and MarketingProfs)
  • Personnel continued to be the primary use of budget funds; print form spent 44% on personnel , 37% production and 19% distribution, and electronic form spent 57% on personnel, 26% on production and 17% on distribution (Custom Content Council)
  • Lack of human resources (42%) followed by lack of budget (35%) were cited as key barriers to content marketing (Econsultancy and Outbrain)
  • Just 12.5% of UK PRs used paid-for tools to identify online influencers (Planet Content)
  • Online retailers spend nearly 80% of their digital marketing budgets acquiring shoppers (new visitors) (Adobe)

 What type of content did marketers use in 2012?

  • Email newsletters are still a big part (78%) of content marketing (Econsultancy and Outbrain)
  • 79% of content marketers produced articles (Smart Insights)
  • 52% use video content while just 16% use podcasts (Smart Insights)
  • The average budget spent on company blogs and social media increased from 9% in 2009 to 21% in 2012. Much of this growth can be attributed to social media. In 2010, blogs were 7% and social media was 8% of total marketing budget; in 2012, they were 8% and 13%, accordingly (Hubspot)
  • The average marketer made 145 website content updates in 2012, up slightly from 2011 (Custom Content Council)
  • Between 66-74% of content created for print, electronic and other marketing ends up being used in social media efforts (Custom Content Council)
  • 25% of content marketers use infographics (Econsultancy and Outbrain)
  • The priority (44%) for content marketers was the ability to tell a story (Brandpoint)

Who was executing content marketing in 2012?

  • 54% of brands don’t have a person dedicated to content marketing in-house (Econsultancy and Outbrain)
  • 42% believe they lack the human resources needed to effectively execute a content marketing strategy (Econsultancy and Outbrain)
  • Only 44% of companies report outsourcing content marketing (Content Marketing Institute and MarketingProfs)
  • Creating original content seen as the biggest challenge for content marketers (69%) (Curata)
  • Only 54% of companies are using any form of marketing attribution, though 89% of those that do report that it is had a positive effect on their business (Econsultancy)
  • 46% of businesses do not carry out any type of marketing attribution (Adobe)
  • 80% of online retailers using Google Analytics incorrectly (DBD Media)
  • 49% of content marketers seek the help of professional writers (Brandpoint)
  • 30% of B2B marketer are spending “millions” of dollars on social media marketing and only 30% of these are even tracking effectiveness (Mindjumpers)

Content marketing, social media and search in 2012

  • LinkedIn provides more leads for B2B companies than other social media, including Facebook, Twitter or blogs. However, only 47% of B2B marketers currently use LinkedIn for marketing compared to 90% on Facebook (Social Media B2B)
  • LinkedIn, YouTube, Facebook and Twitter were considered “useful” or better by over 60% of marketers (Hubspot)
  • 75% of buyers likely to use social media in the purchase process (Social Media B2B)
  • 86% of US web users have encountered “content” that was actually ads (MediaBrix)
  • 100 million Americans watch online video daily (comScore)
  • Pinterest could drive more conversions than Facebook or Twitter (Convertro)
  • ASOS images are most shared on Pinterest in the UK, but Debenhams is top for shares per week (Searchmetrics)
  • The average Pinterest user spends nearly an hour-and-a-half per month on the site, behind only Facebook and Tumblr. (Jeff Bullas)
  • Searches for “content marketing” doubled in the last 12 months (Econsultancy and Outbrain)
  • 70% of brand Facebook pages are updated less than once a month (Recommend.ly)
  • While men make up 42% of Facebook users, they are responsible for 60% of clicks on ads. They are cheaper to reach as well, with a Cost per Thousand (CPM) impressions costing just 16 cents, compared to 20 cents for women. (Kenshoo Social)
  • Campaign sharers and advocates generate an average of 14 earned media impressions each (Wildfire)
  • Brands that are highly effective at engaging sharers and advocates, via campaigns, see three times more engagement on their page than other brands (Wildfire)
  • 82% of content marketers create content targeted at people rather than search engines (Brandpoint)
  • Although many organizations have established formalised social media programs, the vast majority (75%) still lack a holistic measurement strategy (Altimeter Group)
  • 70% of links searchers click on are organic (SearchEngineJournal.com)
  • Search is the main driver to content, beating social media by more than 300% (Outbrain)
  • 56% of Facebook fans would be more likely to recommend that brand (Mindjumpers)
  • 92% of re-tweets are earned by “interesting content” while just 26% respond to a “please RT” call (Mindjumpers)

 Content marketing on mobile devices in 2012

  • Just 15% of marketers generated mobile-ready content (Smart Insights)
  • 91% use mobile internet access to socialise compared to 79% on desktops (Smart Insights)
  • 55% of all UK mobile phones will be smartphones by May 2013 (YouGov)
  • 73% of British smartphone owners have used their phone to check prices or look for offers (The Cloud)
  • Mobile advertising grew by 95% in the first half of 2012 compared to the same period in 2011, although it still only represented $1.2 billion in revenues (IAB and PwC)
  • The top three factors for mobile advertising receptiveness in the UK are personalization/relevance (24%), humour/entertainment (20%), and a minimal presence of fewer ads overall (16%) (Mojiva)
  • £3.5bn of Christmas retail sales will be purchased on or influenced by smartphones (Deloitte)
  • Tablets could revive traditional print formats. 1 in 10 tablet owners read newspapers or magazines on their device (comScore)
  • 20% of UK smartphone users get their primary news updates from their smartphone or tablet (Mojiva)
  • QR code usage doubled in the last 12 months in Europe (comScore)
  • More than a third of consumers will tolerate ads in free mobile websites and apps (Millward Brown)
  • In Europe, premium publishers typically generate 50% of their traffic through their mobile sites (Econsultancy)

Is content marketing providing return on investment?

  • Content marketers use unique visitors (88%), page views per visitor (76%) and page views (71%) as their main measurement metrics (Econsultancy and Outbrain)
  • B2B companies that blog actively generate 67% more leads per month than those that do not blog (Social Media B2B)
  • Organisations that spend more than 50% of their lead generation budget on inbound marketing report significantly lower cost-per-sales-lead than those who spend 50% or more on outbound lead generation (Hubspot)
  • SEO leads have a 14.6% close rate, while outbound sourced leads have a 1.7% close rate (Hubspot)
  • Articles with images get 94% more views (Jeff Bullas)
  • Image-based stories on Facebook get 37% more engagement (Jeff Bullas)
  • Sites can double their Google traffic by including a video thumbnail in search rankings (Visibility IQ)
  • 51% of consumers look for coupons or deals (Shop.org)
  • 43% of consumers look for product information (Shop.org)
  • Asian consumers between 64-85% more likely to purchase a product after watching a video (We Are Social)
  • 28% of Asian web users would buy a product because a friend likes it on social media (We Are Social)
  • 61% of Asian web users play online games (We Are Social)
  • Red Bull, Google and Disney cited as the “best” at brand content (goviral)
  • Social networks, e-newsletters and blogs deliver the best results for US brands (Brandpoint)
  • The average size of a social media team at enterprise sized companies is 11 (Altimeter Group)
  • MarketingSherpa reports on a 2,000% lift in blog traffic (MarketingSherpa)
  • Companies that blog have 434% more indexed pages. And companies with more indexed pages get far more leads (SearchEngineJournal.com)
  • 39% of customers come from search (Marketing Charts)
  • 92% of people trust recommendations from people they know (Nielsen)
  • 58% of consumers trust editorial content (Nielsen)
  • Consumers need to a hear a marketing message 3-5 times to believe it (Edelman)
  • In Europe, the average revenue of a returning purchaser is €5.34, three times higher than first timers (€1.75) (Adobe)

Content marketing statistics for 2013 and beyond

  • More than 90% of marketers believe that content marketing will become more important over the next 12 months (Econsultancy and Outbrain)
  • 54% of marketers say they will increase their content marketing spending in the next 12 months (Content Marketing Institute and MarketingProfs)
  • 38% of marketers feel their branded content budgets will increase in the coming year while the number of respondents expecting a budget decrease was at the lowest level of the decade (Custom Content Council)
  • 10-15% of social media reviews will be fake by 2014 (Gartner)
  • Interactive marketing will influence 80% of consumer discretionary spending by 2015 (Gartner and Exact Target)
  • Real-time bidding set to hit $7bn by 2016 (Index Platform)

Also worth a read: Here’s my recent keynote from Econsultancy’s Digital Cream Singapore 2012 on content marketing best practice and if your company or agency needs content marketing strategy development or training, do please contact me.

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