Key B2B Content Marketing Statistics in 2024

6/30/24 by Jim Alamia

Content marketing is a powerhouse for B2B businesses, driving engagement, building trust, and converting leads into loyal customers. As we move through 2024, several key statistics highlight the trends and strategies shaping the landscape. Let’s dive into the essential B2B content marketing statistics that every marketer should know. We also included references to support the different B2B statistics in the article.

Growth of B2B Content Marketing Budgets Statistics

Content marketing remains a top priority for B2B marketers, with 45% expecting their marketing budget to increase in 2024​ (Backlinko)​. This growth is tied to the importance of content marketing while attracting and nurturing leads. As businesses recognize the ROI of well-crafted content, they’re willing to allocate more resources to create high-quality, impactful content that resonates with their audience. Once the marketing team and leadership figure out that content is king, they become more organized by creating a content hierarchy for SEO and a content schedule to drive social media and other company communication. The more content you add to your start and expose the correct new indexed keywords, the more traffic you will get and the higher your domain authority will go.

Effectiveness of Various Content Channels for B2B Statistics

Certain channels consistently outperform others in the B2B space. LinkedIn is the reigning champion, with 72% of B2B content marketers increasing their platform use over the last year​ (Demand Gen Report)​. LinkedIn’s professional network provides an ideal environment for sharing insightful, industry-specific content that engages decision-makers.

Investment in Video Content Statistics

Video content continues to dominate, and marketers try to incorporate video where it makes sense. 69% of B2B marketers plan to invest in video content in 2024​ (HubSpot)​. Videos are very effective in B2B marketing. They can explain complex products and services in an easily understandable and digestible format. When your company produces webinars, product demonstrations, or customer testimonials, video content is a powerful tool for engagement and conversion. Don’t forget to optimize your video for SEO to get the best effect.

The most popular content formats in B2B marketing include blog articles, case studies, and white papers. According to the Content Marketing Institute, 90% of B2B marketers use content marketing, with a significant focus on these formats. Blogs help to establish thought leadership, while case studies and white papers provide in-depth insights and validate the effectiveness of a product or service. Each one of these content types needs to have goals, strategies, tactics, and measurements to be effective. There are tools you can use to make your content work correctly. Check out this video that I’ve been studying called Zero Link Strategy. It helps you put wings on your content, and you’ll start to do things needed to get eyeballs on your relevant and trustworthy content that shows your expertise.

Content Marketing Statistics

Top Goals Achieved through B2B Content Marketing Statistics

The primary goals for B2B content marketing are to educate your audience and generate leads. We believe in using repetition to help build brand awareness and nurture prospects in your pipeline. According to Demand Gen Report, 78% of B2B marketers cite lead generation as their top goal. Content marketing is crucial in attracting potential leads through valuable content and guiding them through the buyer’s journey with nurturing strategies.

The Importance of Audience Research

Understanding your audience is paramount in B2B content marketing. Audience research is the leading factor for successful campaigns​ (Demand Gen Report)​. By deeply understanding your target audience’s pain points, preferences, and behaviors, you can create tailored content that resonates and drives action.

The Biggest Challenge: Finding Quality Leads Statistics

Despite the effectiveness of content marketing, finding quality leads remains the biggest challenge for B2B marketers. According to a report by Ascend2, 48% of marketers struggle with lead quality. This highlights the need for sophisticated targeting and personalization strategies to attract and convert high-quality leads.

The Rise of AI in Content Marketing Statistics

Artificial Intelligence (AI) is transforming B2B content marketing. In 2024, 64% of content marketers reported regularly using AI in their processes. AI tools help in content creation, personalization, and distribution, making it easier to deliver the right content to the right audience at the right time. There is value in AI, hell I’m using it right now, but we believe that AI content will get devalued in the future, so AI has helped STEM people like me, having a guide to produce content and follow SEO standards and topical SEO strategies and sales leads to build models. You will always need intelligent people to navigate AI. AI is a great assistant that can help you if you ask the right questions. Use it to help you solve problems and spend your time figuring out the underlying problem. Don’t create problems for it to solve.

Outsourcing Content Marketing Statistics

A significant portion of B2B content marketing is outsourced. According to a survey by the Content Marketing Institute, 48% of B2B companies outsource their content marketing to agencies or third-party providers. This allows businesses to leverage specialized expertise and resources, ensuring their content is high-quality and effective. Good writers who understand the culture of the readers tend to produce better copy. Again, a big part of the success of this is understanding what headers should be in your content, following the Google recommendations of Experience, Expertise, and Authoritativeness, and building trust with the readers.

Content Marketing and Lead Generation Statistics

Content marketing is a powerful lead-generation tool. According to the Demand Gen Report, 74% of companies report that content marketing has increased their lead-generation efforts. High-quality content attracts potential leads while nurturing strategies help convert these leads into customers.

Budget Allocation for Content Marketing Statistics

Budget allocation varies widely among B2B businesses, but a significant portion is dedicated to content marketing. Most companies spend between 10% to 29% of their marketing budget on content​ (Demand Gen Report)​. This investment reflects the critical role of content in driving engagement and conversions. Yes, this totally makes sense. The content brings more high intent visitors to your site because the more new keywords you can add to your website or blog, then the more organic searches you will get and up in the SERPs you will go!

Monthly Spending on Content Marketing Statistics

Most businesses spend less than $1,000 monthly on the development and distribution of content marketing​ (Demand Gen Report)​. Despite the relatively low cost, content marketing offers substantial returns, making it a cost-effective strategy for engaging audiences and driving conversions. Remember, it’s not just writing and article and throwing up on your blog. There are many thoughtful pieces involved at planning and executing content marketing correct. There is underlying SEO consideration that need to take place with standing up a profitable program design to really help your company grow. The secrets are within your competitive analysis and knowing how to spend your time with content and topical SEO strategies.

Focus on Social Media and Community-Building Statistics

Social media and community-building efforts are where businesses spend most of their content marketing budget​ (Demand Gen Report)​. Platforms like LinkedIn, Twitter, and Facebook are essential for distributing content and engaging with audiences. This statistic seems correct, you can develop your content calendar and leverage you social media outreach using the content blog articles you’ve created while referencing the relevant hash tags. Content and Social media are really connected. Develop a concise marketing plan that speaks to your social media outreach. Social media signals help with SEO and user experience.

Cost-Effectiveness of Content Marketing Campaigns Statistics

Content marketing campaigns cost 62% less to launch and maintain than other campaigns, yet they generate three times as many leads​ (HubSpot)​. This cost-effectiveness makes content marketing attractive for businesses seeking to maximize their budgets. Good content brings the readers, it’s like build it and they will come. Especially if you are a subject matter expert and you have the time to want to produce content, you can be really successful. Think of a buyer in a big ticket B2B sale, let’s say they are interested in buying a piece of manufacturing equipment. In today’s day and age that buyer is going to do a ton of research on very specific things relative to the manufacturing equipment and he’s going to spend a ton of time doing it. After the buyer is satisfied with all the information he has gathered, then and only then will he take the next step and schedule a discovery call with you. That’s the way this rolls. You have to think that way.

Investment Per Piece of Content Statistics

In 2024, most businesses will spend between $550 and $2,000 on each piece of content​ (HubSpot)​. This investment range reflects the varying costs associated with different types of content and the importance of quality in content marketing. This makes sense, figure on a good and well researched article with depth. A good writer will cost you depending upon the level of research, the market vertical, and who’s writing it. Content can be less expensive if you know how to do SEO and research and use AI and other tools. Getting good though leadership articles written by subject matter experts can go even higher that what is reported here.

Forecast for Content Marketing in 2024

The future of B2B content marketing looks promising, with continued growth and innovation expected. Businesses will increasingly leverage AI, personalization, and interactive content to engage audiences and drive results. We will see a big move on how Generative AI cold email and the act of constructing the copy and ranking for search engine optimization placements. But overall there is no replacement for humans. We run the show and we are the ones that come up with the cool abstract ideas and creativity. Nothing can replace that, not even the terminator.

AI Content Statistics

B2B Content Marketing Statistics: Conclusion

Along with this B2B Content Marketing Statistic article, don’t forget to check out the B2B Email Marketing Statistics guide continues to be an excellent strategy for B2B businesses in 2024. With increasing budgets, and a focus on high-quality and personalized content for lead gen, along with the integration of AI, content marketing is set to drive significant engagement and conversions. When you understand and leverage these key B2B marketing statistics, business-to-business marketers can create effective strategies that relate to their target audiences and achieve their business goals.

As the market continues to evolve, staying informed about the latest trends and best practices will be crucial for maintaining a competitive edge. Use these B2B marketing statistics to prove your point, set benchmarks, and enrich your own content with great Megaleads references. Give us a shout if you want to learn how to plan and execute a content strategy within your organization.

B2B Marketing Statistic References

  1. Content Marketing Institute
  2. Demand Gen Report
  3. Ascend2
  4. Forbes Advisor

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