• Jamie

22 in 2022: Awesome B2B Content Marketing Statistics to Improve Your Content Strategy

Updated: Oct 26

B2B marketers know content is king for one reason: it builds relationships with their target audience and potential customers.


What is B2B Content Marketing?


As a customer, you are likely exposed to Business to Customer (B2C) content marketing daily. From following your favorite brand on Instagram to reading blog posts about an interest to checking out another brand's YouTube channel, content is here, there, and everywhere.



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B2B Content Marketing Statistics to Improve Your Strategy

B2C content marketing seems easy enough to define, but what is Business to Business (B2B) content marketing?


According to Wordstream,

"B2B content marketing is the art of using content to expand your business’s audience, strengthen and develop brand affinity, and ultimately drive leads and sales by appealing to other businesses."

In short, B2B content marketing is all about creating content that helps companies expand their customer base, retain existing clients, and grow revenue - and those clients are other businesses.


The best part about B2B content marketing strategy? It doesn't have to be complex or time-consuming. Setting your goals, identifying your target audiences/buyer personas, and planning your content by focusing on relevant content that will resonate with B2B audiences - the same critical steps apply to B2B content marketing that applies to B2C content marketing.


22 B2B Content Marketing Statistics to Know for 2022


Average Blog Post Length & Sharing On Social Networks

“Long-form content gets an average of 77.2% more links than short articles.” Additionally, they found that longer content gets better social sharing. (0 )


High-Quality Content

“87% of (B2B Marketers) Prioritize the audience’s informational needs over your organization’s sales/promotional message. (CMI)


Content Marketing Spending

“The top predicted areas for content marketing investment in 2021 are content creation (70%) and website enhancements (66%). (CMI)


Content Marketing Industry

The content marketing market share is expected to increase by USD 487.24 billion from 2021 to 2026.” (Technavio)


Successful Content Marketing

“73% of companies that spend from 10% to 70% of their total marketing budget on content marketing were very successful.” (Semrush)


Content Marketing Metrics

“Content marketing costs 62% less than traditional marketing and per dollar spent, content marketing generates approximately 3x as many leads as traditional marketing.” (DemandMetric)


Content Distribution

“94% of B2B Content Marketers use social media posts (excluding video) for content marketing purposes.” (CMI)


Content Types

50% of B2B Content Marketers identified Ebooks / Whitepapers to be the most effective type of content marketing to help their organizational goals. (CMI)


Hire Content Creators and Freelance Writers

50% of B2B Companies Outsource content marketing activities (CMI)


Video Marketing

“Video leads across the board as the most popular and effective format with the highest ROI, and 30% of content marketers plan to invest in video more than any other format in 2022.” (HubSpot)


“86% of marketers say video has helped them generate leads.” (Wyzowl)


“78% of marketers continue to value video as an ‘important part’ of their marketing strategy.” (Wyzowl)


Content Marketing Budget

“53% of businesses spend time and money on content marketing.” (The Manifest)


Content Marketing Goals

The top goals of B2B Marketers who are creating content are “Boosting Sales / Converting Customers (29%), building relationships with new customers (19%), increasing brand awareness (18%), maintaining relationships with existing customers (16%).” (eMarketer)


Types of Content

List posts get an average of 218% more shares than “how to” posts and 203% more shares than infographics.” (Backlinko)


Content Headlines

“Headlines with a question mark get 23.3% more social shares than non-question headlines.” (Backlinko)


Amount of Content

60% of marketers create at least one piece of content each day.” (eMarketer / Neil Patel)


Content Distribution

49% of marketers primarily use visual content on blogs and websites followed by social channels such as Facebook and Instagram.” (Venngage)


Content Goals & Buyer's Journey

49%, of marketers are learning to drive content to align with the buyer’s journey.” (contently)


“88% of marketers have successfully reached their goals of creating brand awareness and building credibility and trust through content marketing.” (social media today)


Attracting new visitors is the main reason more than 50% of marketers write content.” (Databox)


Content Types

“Blogging is still crucial for influencing the average consumer's purchasing decision, with over 50% of marketing teams keeping this type of content alive and well.” (MarketSplash)


How are you using content marketing to reach your B2B customers? What are your biggest challenges?





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