29 Stats to Make the Case for Content Marketing ROI in 2022

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Originally published on May 8, 2015. Updated on Oct. 12, 2021.

With the field of content marketing constantly evolving, it’s important that you can show how and why your company needs to improve its content efforts, as well as how your initiatives will pay off. 

The internet is full of research and data on content marketing, and to help you make your case, we’ve pulled 29 stats that are sure to resonate with your C-suite.

1. Content marketing costs 62% less than traditional marketing and generates three times as many leads. (source

2. 47% of internet users globally use an ad blocker. (source)

3. Global online content consumption doubled in 2020. (source)

4. 82% of marketers are using content marketing in 2021, up 70% from the year prior. (source)

5. The percentage of B2B and B2C marketers reporting success with content marketing has increased steadily since 2018. (source), (source)


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6. 79% of content marketers use content marketing to generate high-quality leads. (source)

7. 24% of B2B marketers have shifted their paid advertising spend to content marketing in the past year. (source)

8. 82% of consumers feel more positive about a company after reading custom content. (source

9. 46% of people take recommendations from bloggers into account. (source)

10. Companies that utilize blogging for marketing purposes see 13 times the ROI of businesses that don’t. (source)

11. People spend an average of 7 hours a day consuming digital content. (source)

12. 60% of top performers in content marketing have a documented strategy, while 79% of the least successful companies in content marketing don’t. (source)

13. Companies that have a content strategy achieve 27.1% higher sales win rates. (source)

14. 41% of buyers view three to five pieces of content before engaging with a sales rep. (source)

15. 80% of B2B sales interactions will occur in digital channels by 2025. (source)

16. 87% of B2B buyers say online content has a major or moderate impact on vendor selection. (source)

17. 48% of B2B C-suite executives report that thought leadership content directly led them to give a company their business. (source

18. 81% of consumers research a product or service online before purchasing. (source)

19. 49% of users say they use Google to discover a new product or service. (source)


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20. More than 85% of internet users prefer to click on organic search results instead of ads. (source)

21. 70% of marketers say SEO is more effective at driving sales than PPC. (source

22. Content marketing strategies generate over 400% more leads per $1,000 within 36 months compared to paid search campaigns. (source

23. Video traffic represents more than 60% of all downstream internet traffic. (source

24. 78% of marketers who used video in their content strategies say it directly helped increase sales. (source

25. 84% of consumers have been convinced to buy a product or service after watching a brand’s video. (source

26. Content marketing revenue growth is projected to increase more than 16% by 2027. (source)

27. 62% of marketing agencies have seen an increased demand for content marketing services. (source)

28. 52% of marketers indicate a strong commitment to content marketing, showing a 26% increase from 2018. (source

29. 70% of marketers believe that their content marketing efforts are more successful now than the year prior. (source

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