90+ B2B Content Marketing Statistics for 2022

This is a complete list of up-to-date B2B content marketing statistics.

On this page, you’ll find hand-picked 
statistics categorized by:

  • B2B Blogging and SEO
  • Social Media
  • Content Creation
  • Distribution
  • Budget & Spending
  • .. and more

Let’s dive into the stats!

The Pretext

The Importance of Content Marketing in Numbers

Before delving into more nuanced statistics, make sure you understand why content marketing is so essential for business-to-business organizations.

01. A total of 82% of marketers are active in the use of content marketing today. (HubSpot)

02. Ninety-two percent of content marketers note their organization considers content a business asset. (Content Marketing Institute)

03. Of B2B buyers, 47% consume three to five pieces of content before speaking with a salesperson. (Curata)

04. Compared to traditional marketing, content marketing costs 62% less and creates around three times as many leads. (Demand Metric)

05. After reading content about a product, 60% of individuals are inspired to seek it out. (Demand Metric)

06. Around 84% of people expect brands to be creating content. (Meaningful Brands)

07. Revenue in content marketing services has been increasing, going from $26.5 billion in 2014 to over $50 billion in recent years (Statista)

08. Up to 96% of decision-makers in marketing note that content marketing has been effective for their brand, an increase of 26% from 2017 figures. (Zazzle Media)

09. For website conversion, content marketing lead generation stats show content marketing adopters’ conversions are 6x higher than those who do not utilize it. (Aberdeen)

10. When comparing paid search to content marketing, content marketing tends to have 3x the lead generation numbers as traditional marketing efforts (Kapost/Eloqua)

11. Companies utilizing content marketing had about 97% more backlinks and over 425% more search engine results pages than the ones that didn’t. It also costs 62% less and creates 5x the sales leads. (SEMrush)

12. Web traffic is one of the most common measurements for success in regard to content marketing strategies. (HubSpot)

13. Most marketers in 2022 are making specific content for different types of audiences. The most common number of audience segments is currently three. (HubSpot)


B2B Blogging and SEO Statistics

Blogging and SEO are huge when it comes to content marketing for B2B companies, and the numbers can help you be sure you’re handling things well on this front.

14. About 70 million new posts and 77 million new comments are produced on WordPress every month. (WordPress)

15. Short articles of less than 3,000 words rank third in B2B content assets that have had the best results over the last year. (Content Marketing Institute)

16. At 54%, more than half of decision-makers spend an hour or more each week perusing and reviewing thought-leadership content. (LinkedIn/Edelman)

17. Nearly half of the companies that leverage a content marketing strategy include blogging. (HubSpot)

18. Fifty-six percent of brands who use blogging find it effective while 10% say it offers the largest return on investment (HubSpot)

19. Numbers in titles are a huge benefit when content marketing. About 36% of readers are more likely to click if the headlines or main title include numbers. (CXL)

20. Blog posts that include images receive about 94% more views than the same articles without any visual appeal. (MDG Advertising)

21. More than 65% of both B2C and B2B marketers have a plan to add additional images to blog posts in the future. (MDG Advertising)

22. Only a paltry 2% of articles built by B2B brands bring in a whopping 75% of shares on social media. (Backlinko)

23. A majority (52%) of B2B marketers believe that blogging is the single most important way to succeed in content marketing. (Content Marketing Institute)

24. About 78% of B2B marketers use keyword research for SEO when building content. (Content Marketing Institute)


B2B Social Media Marketing Statistics

Everyone is on social media and businesses are no different; stay up to date on where leads and customers are so you make good marketing decisions.

25. The number one trend in marketing today is influencer marketing. (HubSpot)

26. Facebook is considered to be the most popular social media platform for all ages by marketers. (HubSpot)

27. Just under Facebook, Instagram is considered the second best performing social media platform when it comes to marketing products and services. (HubSpot)

28. Pinterest is largely made up of female users, but Gen Z and male users have grown 40% on a year-by-year basis. (Pinterest)

29. Six different advertisement platforms are available on Snapchat, which has over 300 million users. (Snapchat)

30. Of all websites in the world, Twitter ranks 12 in terms of the number of visits. (SEMrush)

31. LinkedIn has nearly 775 million users and approximately one-quarter of those users come from the United States. (Statista)

32. More than 90% of B2B marketers use LinkedIn as a form of organic social marketing. (Content Marketing Institute)

33. A huge 97% of the biggest searches on Pinterest are currently unbranded. (Pinterest)

34. In 2019, Snapchat brought in $1.79 billion in global revenue. Over a billion of that came solely from North America. (Statista)

35. LinkedIn makes up the largest share of B2B display ads in the United States at 32%. (Insider Intelligence)

36. On an average basis, individuals spend about 2.5 hours each day on social media and social messaging. (Global Web Index)


B2B Content Marketing Distribution

Creating content is great – but what about distributing it to amplify its results?

Let’s look at the data.

37. The five formats used the most to distribute content for marketing include email (93%), social media (92%), blogs (79%), in-person events (56%), and webcasts/webinars/virtual events (55%). (Content Marketing Institute)

38. Of the companies most successful at B2B content marketing, nearly all of them (at 82%) say building audiences is a major focus. (Content Marketing Institute)

39. The most successful B2B organizations in terms of content marketing use about five formats to distribute content. The least successful at content marketing only use four. (Content Marketing Institute)

40. When it comes to social media, Facebook is the primary content distribution channel for B2B marketers today. (HubSpot)

41. B2B blog posts are shared almost 10 times more than B2B posts on websites. However, the shares and links for both B2B and B2C customers tend to be very similar. (Backlinko)

42. The best three content distribution channels for B2B organic content are social media, email, and a company website/blog. (Content Marketing Institute)

43. About 28% of today’s B2B marketers do not make use of the paid content distribution options available. (Content Marketing Institute)

44. Increasing effectiveness is essential for marketers. This means investing in content promotion, content marketing spend, and distribution. (SEMrush)

45. Since the pandemic began, 53% of content marketers have changed their content promotion/distribution strategy. (Content Marketing Institute)

46. For unpaid content distribution, the most popular channels used in 2012 included public relations/media (52%), presenting/speaking at events (52%), articles/guest posts in third-party publications, (43%, collaborative social spaces (33%), and guest spots (32%). (Content Marketing Institute)

47. The most successful content marketing formats include videos, blog posts, and success stories. The least successful are print, podcasts, and quizzes. (SEMrush)


B2B Content Creation Statistics

A lot goes into the workflow of content creation so make sure you have everything streamlined and working the way that it should.

48. Just under 90% of the most successful companies in content marketing note their company values craft and creativity in terms of content production and creation. (Content Marketing Institute)

49. Approximately 47% of B2B marketers outsource some types of content creation to video production experts, designers, and writers. (Content Marketing Institute)

50. Top-of-class organizations are 93% more likely to use data as a way to personalize communication or content. (Aberdeen)

51. B2B marketers’ top digital technologies include analytics tools (87%), email marketing technology (70%), content management systems (63%), marketing automation software (55%), and online presentation/webinar platforms (43%). (Content Marketing Institute)

52. Bloggers who spend longer to build a blog post (at around six hours) are about 56% more likely to get better content marketing results than those who spend less time on creating content. (Orbit Media)

53. Seventy percent of the B2B organizations best at successful content marketing note that the flow of content-creation products is very good or excellent. (Content Marketing Institute)

54. More than 40% of B2B marketers claim to frequently or always build content taking into account the specific point of a buyer’s journey. (Content Marketing Institute)

55. A majority (55%) of content marketers explain they have a formal process for workflow including planning, making, and then delivering the content. (Content Marketing Institute)

56. Of B2B marketers, 70% frequently or always prioritize offering quality content over providing a larger amount of content. (Content Marketing Institute)

57. Seventy-two percent of B2B marketers frequently or always consider how the content they provide will impact the overall experience that a person has with the company as a whole. (Content Marketing Institute)

58. Video content is expected to be the most substantial investment for B2B companies in 2022. (Content Marketing Institute)

59. Seventy percent of content marketing specialists have brand and style guidelines in place to keep things consistent. (Content Marketing Institute)


B2B Content Marketing Challenges Statistics

There are challenges associated with B2B content marketing and being prepared for those things can give you a fighting chance at success

60. Sixty-four percent of content marketers indicate they need more information on creating scalable content strategies. (Content Marketing Institute)

61. Of marketers, 61% say the generation of leads and content is a major inbound marketing issue at their companies. (HubSpot)

62. Sixty percent of content marketers note they need additional information on using technology to manage content as a business asset. (Content Marketing Institute)

63. One in five marketers explains that targeting content for international audiences is a huge marketing challenge for their company. (HubSpot)

64. About 37% of content marketers note that their business doesn’t have the appropriate technology to handle full content marketing efforts. (Content Marketing Institute)

65. Almost 27% of marketers notice that securing enough in the budget for content marketing is a huge challenge for their companies. (HubSpot)

66. One-quarter of marketers note their development level is mature. For these people, success occurs but there are challenges with incorporation across the company. (Content Marketing Institute)

67. The 25% who note having a young development level experience growing pains. The most common challenges, in this case, are having a cohesive measurement and strategy plan. (Content Marketing Institute)

68. Forty-five percent of content marketers explain they have access to all the tools needed to manage marketing but may not be using them to their maximum potential. (Content Marketing Institute)

69. Only 18% of content marketers believe their organization has all the needed technology available to fully manage all content marketing needs. (Content Marketing Institute)

70. While 42% of companies have one to three content marketing specialists, 21% have no team or individual solely responsible for content. (SEMrush)


B2B Content Marketing ROI Statistics

Getting a return on investment is an essential part of any business and the statistics for that in regard to B2B content marketing are important to be aware of.

71. More than 50% of B2B marketers can provide evidence of how content marketing has increased sales. (Content Marketing Institute)

72. Of organizations with successful content marketing, 55% of them measure the ROI of the efforts. (Content Marketing Institute)

73. Seventy-one percent of marketing directors note the largest challenge in proving the ROI of marketing is attributing content and social to revenue. (Marketing Profs)

74. About 60% of B2B marketers measure success via web traffic, 51% use quality of sales leads, and 45% use social media shares. (Demand Metric)

75. Over 70% of B2B marketing experts can use metrics to show how content marketing has boosted the quantity of leads and audience engagement. (Content Marketing Institute)

76. About 54% of B2B organizations successful at content marketing say they do a very good to excellent job aligning content marketing goals with metrics. (Content Marketing Institute)

77. Only a quarter of B2B marketing workers can exhibit how content marketing has decreased customer acquisition costs. (Content Marketing Institute)

78. Of the 47% of B2B companies that do not measure ROI, the most common reasons include needing a simpler way to measure it and having no justification to do so. (Content Marketing Institute)

79. Over 40% of content marketers say that demonstrating the ROI of their marketing actions is a huge priority over the course of the next 12 months. (HubSpot)

80. Among marketers who calculate their ROI, it’s 1.6x more likely they will be given higher budgets to continue and increase their marketing activities. (HubSpot)


B2B Content Marketing Budget & Spending Statistics

A look at where the money is spent on content and the creation and distribution process.

81. The B2B marketing teams that experience the best success rates spend around 40% of their marketing budget on content marketing. (Content Marketing Institute)

82. Of marketers who use podcasts or other audio content, 80% plan to invest at least as much if not more throughout 2022. (HubSpot)

83. In 2021, over 75% of marketers said their demand-gen budget would remain the same or increase in 2022. (Activate)

84. Well over half (60%) of businesses plan to increase their Instagram budget with nearly half planning to do the same with LinkedIn, YouTube, and Facebook. (Hootsuite)

85. When it comes to B2B companies, the standard amount of the marketing budget dedicated to content marketing is 26%. (Content Marketing Institute)

86. The most successful B2B businesses in terms of content marketing use 40% of their marketing budget on content marketing; the least successful companies spend only 14%. (Content Marketing Institute)

87. Companies operating in the mature/sophisticated level of content marketing pay about 33% of the marketing budget on content marketing. (Content Marketing Institute)

88. At 46%, most B2B marketers believe their marketing budget will remain the same over the next one year, with 38% looking toward an increase in budgets. (Content Marketing Institute)

89. Almost 75% of the companies that spend from 10 to 70% of their entire marketing budget on content marketing tend to be the most successful. (SEMrush)

90. About 46% of companies with very successful content marketing increased the amount of their paid content promotional budget in 2021. (SEMrush)