Contact Information

D 203, NR Orchid Gardenia, Mestri Palya, St. Anns Church, Rachenahalli, Bangalore. P.O.Box: 560077.

Follow us

Have any Questions? (+91) 9901765060

10 Content Marketing Statistics Every Marketer Should Know in 2024

Content Marketing
Statistics on a table

In this last quarter of 2024, content marketing continues to be the engine that drives consistent and long-term digital marketing success. Over the years, the role of content has evolved beyond just being instruction or task-oriented. It has become a strategic tool used by businesses to foster deeper customer connections, build authority, and generate measurable returns on investment (ROI). It is data-driven, and understanding the latest data-backed insights is critical to using it effectively. 

But why is content marketing still at the forefront of most marketing strategies? Simply put, the modern consumer is looking for more than just a product or service—they want value, education, and meaningful engagement. Whether you are in B2B, B2C, healthcare, or technology, content is what ties your brand to your audience in a meaningful way.

We highlight 10 of the most relevant statistics from 2024 that will convince you to invest wisely in your content marketing efforts. These numbers will not only validate the importance of content but also provide actionable insights to help you craft a winning strategy. 

Keep in mind that behind each number lies a story of how businesses across industries are adapting to create more personalized, data-driven content that delivers results.

CMOs Prioritize Content Marketing as a Key Awareness Strategy

Content marketing is now at the forefront of strategic marketing plans. According to the Content Marketing Institute’s 2024 report, 84% of B2B marketers, content marketing has proven effective when generating brand awareness.

This trend is across industries and geographies. When there is effort put into designing a content strategy that aligns with what the target audience is searching for, it tends to yield results. 

Today, consumers are engaging with brands through multiple touchpoints, and content marketing can drive these interactions. When the touchpoints align with where the customer goes to find information, it helps bring the brand to the forefront. 

CMOs should invest in content not as a siloed activity but as part of an integrated marketing strategy. Ensure your content is tailored to buyer personas at every stage of the funnel, from awareness to conversion.

Video Content Drives High Engagement

A HubSpot study highlights that 92% of marketers agree that video content gives them a positive ROI, and can drive engagement across digital channels. 

But what makes video highly engaging? The answer lies in relevancy, video length and personalization. Consumers now demand content that speaks to their individual needs and experiences.

Customer-centric content is what differentiates a brand from competitors. In industries like tech and healthcare, where complex buying decisions are common, content that educates and adds value at each stage of the buyer journey will be the most effective in driving long-term engagement.

CMOs should focus on building data-backed, personalized content strategies. Use engagement data to understand which types of content (e.g., how-to guides, product demos, social posts) resonate most with your audience. The key is creating a feedback loop where engagement metrics continuously inform content creation.

Shareable Content is Preferred

A 2024 report by Demand Gen reveals that users across the board prefer shareable content. There is also a shift in their preference for interactive content from previous years. The need for content to provide very immersive experiences has come down.

The report states that 83% of users prefer assets packed with shareable stats and quick-hitting insights. This makes it shareable on platforms like LinkedIn, Email, and other social media. 

The need for interaction is important, particularly in industries such as retail, eCommerce services, and education, where customers want tailored advice. But, they also need shareable and easy-to-digest content. 

A company could, for example, implement a tool that lets potential customers see how a product fits their unique situation (such as a financial calculator for investment services or a product configurator for retail). But also offer them stats that they can share online.

Buyers Actively Consume Case Studies Before Making a Decision

According to Forbes Advisor insights, buyers read case studies or user reviews before making purchase decisions. These buyers aren’t just looking for information—they want proof that your product or service delivers results.

Case studies that show measurable success are key, particularly in the B2B sector where long sales cycles and multiple decision-makers make it harder to close deals. For industries like tech or professional services, case studies are often the tipping point for buyer decisions.

Build a library of case studies that highlight customer success stories in different verticals. Focus on metrics that matter to your audience, whether it’s cost savings, time efficiency, or improved ROI.

Organic Social Media is Key to Content Distribution

Both Hubspot and Forbes Advisor report that, sharing content on social media through organic followers or employees. Content that reaches the audience organically is bound to deliver better engagement and awareness. 

In 2024, with over a billion users, LinkedIn has emerged as the clear choice for B2B content. While Snapchat, TikTok and Instagram continue to be preferred by B2C brands. There has been a steady decline in the use of X across users. 

Allocate a part of your budget to increase advocacy internally and externally. Experiment with mediums, but spend time on one or 2 platforms where you see your audience engages with you the most. However, keep in mind that authenticity and storytelling should be at the heart of your social media strategy.

Long-Form Content Is Best for SEO 

Research from Backlinko shows that long-form content continues to outperform for SEO rankings and performance. Articles exceeding 2,000 words generate three times more backlinks, which plays a key role in SEO and ranking.

In industries like tech, finance, and professional services, where authority and trust are essential, long-form content is king. Well-researched, comprehensive content not only ranks better but also attracts more shares and links.

Invest in well-drafted long-form content, but make sure it provides deep insights and solves problems for your audience. Articles that include original research, data visualizations, or expert interviews will attract more backlinks and improve your SEO efforts.

AI is Gaining Traction in Content Marketing

According to the B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2024 research, by Content Marketing Institue, 81% of marketers surveyed use AI tools. This is significant, however, across the board, there is a difference in opinion on its use. 

AI tools are evolving and their impact on content marketing is evident. From content creation to automation to personalization, there is much one can do with these tools. However, concerns still remain, many organizations lack the proper guidelines to manage its use. Some have blanket mandates and directives that prevent employees from using them.

We are already living in the AI era. Soon, it is going to be increasingly difficult to differentiate between AI and human content. It is important to train yourselves and your teams on its use and impact. Invest in time spent on training and reviewing content generated by AI. 

Consistency in Content leads to Better Customer Experience

A study by Mckinsey on customer experience states that consistency helps build a better customer experience. This means the content that they interact with across touchpoints needs to deliver consistency in language, tone and value. Consumers see content as an extension of the brand experience. The brands that educate, entertain, and inform build lasting loyalty.

A study on content consistency by Acrolinx, showed that many organizations scored low on delivering high-quality content consistently. Over time, consumers notice this and start to move away from the brand. 

Ensure that your content strategy is delivering valuable, high-quality content at every touchpoint. Invest in creating a consistent content calendar that addresses customer pain points, offers solutions, and builds a connection with your brand.

Segmentation Increases Performances of Email Marketing

Studies by Litmus show that 87% of businesses say that email marketing is a critical component of their marketing programs. However, many struggle with Click Through Rates (CTRs) and Open Rates. 

Email remains one of the most effective channels for delivering personalized content. However, consumers are inundated with promotional emails. Offering content that adds value rather than promoting sales builds trust and keeps your audience engaged.

This is where segmentation helps. It is the simplest way to ensure you’re sending the right message to the right person at the right time. The Litmus reported that 90% of their survey respondents saw an increase in CTRs just by following simple segmentation. 

Segment your audience based on their interests or purchase history to ensure your content is relevant and personal.

Measuring the Success of Content Marketing Remains A Challenge

According to the CMI state of content marketing report, a lack of resources remains the number one (57%) challenge for content marketers. A close second (47%) is the lack of ability or knowledge on how to measure the success of a content marketing program. 

When there is sufficient measurement, progress or the lack thereof can be shown. The challenge is more nuanced than measurement. The ability to measure intent and emotion is still at a nascent stage as not all content is intended for action. 

Build content KPIs that go beyond vanity metrics and focus on larger and longer term objectives. Not all individual pieces of content delivers immediate results, it takes consistent and regular nudges to move the user to the desired action. 

Content Marketing is a Long-term Investment

The ability to produce meaningful, engaging, and data-backed content is now a critical component of any successful marketing strategy. The ten statistics we’ve explored tell a compelling story: businesses that prioritize content are seeing higher engagement, increased ROI, and more significant brand loyalty.

For CMOs and senior marketing leaders, the message is clear: content marketing is no longer optional. It’s a core part of creating long-lasting relationships with consumers, building brand authority, and staying competitive in the ever-evolving digital marketplace. By harnessing the power of interactive formats, long-form articles, AI-driven content creation, and personalized strategies, businesses can stay ahead of the curve.

By understanding and leveraging these insights, you can refine your content marketing strategy to not only meet your business goals but also create lasting value for your customers. Content was and will continue to be the driving force of most marketing initiatives. Need help with content marketing? Reach out to us.

Join Our Newsletter

Stay updated with the latest news and exclusive offers!