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12 stats that prove content marketing is a must for marketers

12 stats that prove content marketing is a must for marketers
The importance of producing great content is nothing new. Yet it seems like the term “content marketing” is suddenly resonating with marketers. Why? Because so many are realizing that results gained from marketing efforts that are not supported by strong content are fleeting, and that audiences crave content that provides genuine value.
Sometimes, however, it’s easier to keep driving down a road than to pause and ask for directions (you’ll get there eventually, right?). We marketers often need some serious convincing before rerouting our tried-and-true path to results. So here are 12 statistics that will hopefully convince you to pull over at the next rest stop and find an alternate direction:
Marketers are investing in great content.

  • Marketers, on average, spend over a quarter of their marketing budget on content marketing.1
  • 62% of companies today outsource their content marketing — that’s up 7% from last year.1
  • 37% of marketers say blogs are the most valuable content type for marketing.2

Consumers want great content.  

  • Interesting content is a top 3 reason people follow brands on social media.1
  • Social media sites and blogs reach 8 out of 10 of all U.S. Internet users and account for
 23% of all time spent online.1
  • Because 61% of consumers say they feel better about a company that delivers custom content, they are also more likely to buy from that company.1
  • 90% of consumers find custom content useful and 78% believe that organizations 
providing custom content are interested in building good relationships with them.1


Search engines demand great content – and online sales show it.

  • Blogs give websites 434% more indexed pages and 97% more indexed links.1
  • B2B companies with blogs generate 67% more leads per month on average than non-blogging firms.1
  • The average cost to generate a lead through inbound marketing ($143) is about half the
average for outbound marketing ($373).1
  • Per dollar, content marketing produces roughly three times as many leads.2
  • After 36 months, content marketing generates approximately 31 leads per $1,000 spent, more than 
three times as many as the nine leads for paid search.2

(1: Source / 2: Source)
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