95+ Insightful B2B Content Marketing Statistics [in 2022]

Written By

Nick Zviadadze

Nick Zviadadze

Founder at MintSEO


Content marketing is one of the most preferred tactics used by many B2B organizations. 

That’s because it’s extremely successful in helping businesses achieve their marketing goals.

Just to give you an idea – companies that use content marketing report a six-fold increase in conversions. 

Check out all these other insightful B2B marketing statistics to understand exactly why content marketing is so popular. 

9 Key B2B Content Marketing Statistics 

To get the ball rolling, we will first start with the creme de la creme of B2B content marketing facts. 

These key B2B content marketing statistics make it easier for you to put into perspective exactly where the world of B2B content marketing is today:

  • In 2014, the projection was that the market for content marketing services will increase from $26.5 billion to $50 billion by the end of 2019. But, current projections say that it will reach $105.28 billion in 2025, demonstrating the industry’s rapid expansion. (Source: Content Marketing Institue)
  • 69% of B2B companies use content marketing. (Source: SmartInsights)
  • According to 69% of marketers, content is superior to public relations (PR) and direct mail. (Source: Custom Content Council)
  • According to the Content Marketing Institute, adopters of content marketing see roughly six times greater conversion rates than non-adopters (2.9% vs. 0.5%). 
  • In 2019, 84.5% of American businesses with 100 or more employees used digital content marketing tactics, while 87% of B2B businesses did the same. (Source: Insider Intelligence)
  • Content marketing accounts for 33% of B2B enterprises’ total marketing spending. (Source: SmartInsights)
  • Instead of adverts from potential partners, 80% of decision-makers prefer content. (Source: Roper Public Affairs)
  • 86% of B2B marketers make use of the content for raising brand awareness. (Source: Content Marketing Institute)
  • 93% of B2B marketers use content marketing. (Source: Demand Metric)

15 B2B Content Marketing Channels Statistics 

When it comes to B2B content marketing, the channel of distribution can be just as important as the content itself. This is why it is important to understand which channel is better suited for the kind of results you need.

Here are some of the most important B2B content marketing statistics about channels:

  • The Content Marketing Institute reports that 93% of content on B2B websites has no external links.
  • An email newsletter is a key component of content marketing plans for 77% of B2B agencies and businesses.
  • The top 5 formats that B2B marketers used as a route to distribute material for marketing reasons: email (93%), social media (92%), blogs (79%) real-world and in-person events (56%), virtual events (55%), and webinars (55%). 
  • The most prosperous B2B businesses and agencies use all 5 methods to distribute their information. The least successful B2B brands only employed 4 formats to distribute their content. Thus, dropping any one of these formats will have negative effects. (Source: Content Marketing Institute)
  • 42% of B2B content marketing carries out audience research by contacting its target audience. (Source: Content Marketing Institute)
  • B2B marketers use top content marketing strategies to cultivate their audience. Some of them are email campaigns (87%) and educational content (77%).
  • According to Search Engine Watch, 66% of all B2B marketers use paid channels for content distribution. 
  • Demand Metric survey states, 60% of consumers think about asking about and purchasing a product after reading any form of content about it.
  • Writing and graphic design are the top two content marketing tasks that are most outsourced (44% and 41%). (Source: SlideShare)
  • A desktop or laptop is still preferred by 62% of B2B decision-makers for content consumption. (Source: Iso Line Comms)
  • When seeking information, 63% of survey participants go directly to a company’s website. (Source: Iso Line Comms)
  • 73% of B2B marketers use YouTube to share content. (Source: Content Marketing Institute)
  • Only 41% of larger firms, compared to 48% of smaller organizations, have a documented content strategy. (Source: CMI)
  • On average, B2B marketers use 13 different content marketing strategies.
  • Between 60% and 80% of marketers reuse material. Using assets, they produce “snackable” content.

9 B2B SEO and Content Marketing Statistics

Today, Search Engine Optimization and content marketing go hand-in-hand, considering that 60% of B2B companies use SEO alongside content marketing. 

SEO-optimized content can take your products and services right among the top results of search engines and help you reach a wider audience. 

The following B2B content marketing stats about SEO highlight this very thing:

  • A B2B user makes an average of 12 searches before visiting a brand’s website. (Source: Think With Google
  • The first page of search results receives 95% of all search traffic. (Source: Brafton)
  • Before buying offline, 74% of B2B clients conduct 50% of their research online.
  • Search engines are where 71% of B2B clients begin their product investigation.
  • 71% of B2B researchers use a general, solution-focused search to locate a brand.
  • Organic results account for 70% of clicks against paid results. 
  • 51% of users discover a new business or product after using a search engine like Google.
  • Organic traffic captures 40% of online revenue. (Source: SEM Geeks)
  • Average close rates for SEO are 6%, which is 8 times higher than close rates for traditional marketing.

10 Mobile B2B Content Marketing Statistics 

Companies cannot afford to ignore mobile devices, which account for more than 50% of all Internet traffic worldwide and B2B companies are no different. 

Here are some mobile B2B content marketing statistics to prove it: 

  • 90% of B2B customers say they are more inclined to buy again from a vendor if they had a positive mobile experience. (Source: Think With Google)
  • At least 80% of B2B buyers use mobile devices at work. (Source: BCG)
  • 74% of visitors are more inclined to revisit mobile-friendly websites. (Source: WebFx)
  • Mobile devices account for 70% of all Internet usage. (Source: Google)
  • Mobile was a major factor in 60% of B2B buyers’ most recent purchases. (Source: BCG) 
  • Mobile devices account for 50% of B2B searches. (Source: Think With Google)
  • Mobile influences or drives 42% of revenue for top B2B companies. (Source: Think With Google) 
  • During the buying process, 42% of B2B researchers use a mobile device. (Source: Think With Google)
  • As one of the top SEO strategies, about 25% of businesses spend a portion of their content marketing budgets on making their content mobile-optimized. (Source: Steel Croissant)10. Almost 33% of global marketers invest in better mobile web design. (Source: HubSpot).

10 B2B Video Content Marketing Statistics

Video-based content has been one of the top trends of 2022 for B2B businesses. And after looking at the following B2B content marketing statistics about videos, it’s easy to see why:

  • Pages with videos tend to see 88% higher user retention. (Source: SCGPR)
  • 83% of marketers who use video claim that it aids in lead creation. (Source: Wyzol)
  • Video, according to 75% of B2B marketers, has a good effect on Return-On-Interest (ROI). (Source: Campaign Monitor)
  • Video production by B2B marketers is at 71%. (Source: Content Marketing Institute)
  • B2B buyers and researchers view videos 70% of the time across the buying funnel. (Source: Think With Google)
  • Video, according to 70% of B2B marketers, converts qualified leads more effectively than any other sort of content. (Source: Content Marketing Institute)
  • 38% of B2B businesses use video marketing to promote their content, and 11% of B2B marketers use YouTube advertisements. (Source: Smart Insights)
  • Video marketing accounts for 6% of total marketing budgets for B2B companies. (Source: Smart Insights)
  • 87% of marketers who use video say that their website has seen an increase in visitors. (Source: Wyzol)
  • 80% of marketers who use video assert that it has positively affected sales. (Source: Wyzol)

B2B Content Marketing Statistics Regarding Budget 

  • For companies with more than 1000 employees, the average yearly content marketing spend is $405,000. (Source: Content Marketing Institute)
  • The average yearly content marketing spend for companies with 100–999 employees is $213,000.
  • For businesses with 1 to 99 employees, the average annual content marketing spend is $81,500.
  • Content marketing accounts for 33% of B2B enterprises’ total marketing spending.
  • Content marketing accounts for 40% of the marketing budget for B2B marketing teams with the highest success rates.
  • Content marketing costs 62% less than conventional marketing. 

Results of B2B Content Marketing Statistics

So, does content marketing drive results for B2B companies? Check out the stats: 

  • 70% of B2B marketers have admitted to using content for driving leads and demand. (Source: Content Marketing Institute)
  • To nurture leads and subscribers, 68% of B2B marketers use content.
  • To increase client loyalty, 63% of B2B marketers use content.
  • 58% of B2B marketers rank the success of their company’s content marketing as “moderately successful.” 
  • To increase sales and revenue, 53% of B2B marketers have used content.
  • 89% of B2B marketers use their company blog to deliver content.
  • 68% of B2B marketers use content marketing to nurture subscribers or prospects.
  • To increase customer loyalty, 63% of B2B marketers use content marketing.
  • To increase sales or revenue, 53% of B2B marketers use content marketing.
  • To grow a subscriber base, 45% of B2B marketers use content marketing.
  • 41% of B2B marketers’ firms have a written content marketing plan.
  • In 2021, virtual events delivered the best results for B2B marketers, according to 58% of content marketers. (Source: Content Marketing Institute)

Other B2B Content Marketing Statistics 

  • 61% of users favor businesses that produce custom content.
  • Half of B2B marketers’ businesses outsource at least one content marketing function. (Source: Content Marketing Institute)
  • Businesses outsource some of their content marketing work. Small businesses outsource 37%. Medium-sized businesses outsource 54% and large businesses outsource 75%.
  • 47% of B2B marketers don’t track the effectiveness of their content marketing. (Source: Point Visible)
  • 40% of marketers employ automation using chatbots.
  • When developing content, 66% of B2B marketers often put the demands of their audience before their sales message. 88% of the most prosperous content marketers do.
  • 76% of consumers expect brands to improve their well-being and quality of life.
  • Leaders in content marketing have a 7.8x larger year-over-year rise in unique site traffic than followers (19.7% vs 2.5%). (Source: Aberdeen)
  • According to 57% of marketers, custom content is the top marketing focus. (Source: Altimeter)
  • Custom content, in the opinion of 78% of CMOs, is the future of marketing.
  • The most successful B2B marketers devote 39% of their marketing budgets to content marketing.
  • The majority of B2B and B2C marketers (92%) view the content they create as their most important marketing resource.
  • Content marketing is 62% more affordable than conventional marketing strategies.
  • 58% of marketers named original written content as the most important type of content, rather than pictures or videos. (Source: Social Media Examiner)
  • 86% of highly successful firms have a content strategy manager. (Source: CMI)
  • Compared to a year ago, 72% of marketers are publishing much more content. (Source: CMI)
  • The most common way for distributing material for marketing purposes is through social media and 87% of marketers use it. 
  • 73% of B2B marketers publish case studies and 76% blog posts. (Source: IAB)
  • Up to 81% of marketers intend to use unique written content more frequently. (Source: Social Media Examiner)
  • The largest problem for 44% of marketers is content creation. (Source: LookBookHQ) 

5 Must-Know Content Marketing Trends in 2022 

Before we conclude this article, let us take a look at where B2B content marketing is headed. There were the top 5 content marketing trends in 2022. 

  • A popular trend in 2022 was the visual-forward platforms. Augmented reality, virtual reality, chatbots, and interactive content are some of them. 
  • Video content and podcasts are the ideal fusion of knowledge and entertainment. Hence, their popularity is expected to increase.
  • Data-driven content marketing is on the rise. 
  • Content generation has started involving the use of Artificial Intelligence.
  • Voice search is becoming more popular. Some examples are Alexa and Siri. 

Content Marketing FAQ 

#1. What is content marketing?

Content marketing is a marketing strategy that involves the creation, curation, and distribution of content such as videos, photos, blogs, etc. to generate leads, improve sales, and increase a company’s popularity.

#2. Why is content marketing important? 

Content marketing is important for several reasons, including that it helps you answer your audience’s questions effectively, develops trust among your customers, generates leads, improves conversations, and makes you an authority in your niche. 

#3. Is content marketing important for B2B companies? 

B2B companies need content marketing to highlight their values, beliefs, processes, and more. This can help them position themselves as a brand that their customers can rely upon, further building a relationship with them.


As you now know, there is plenty of evidence suggesting that content marketing is helpful for your B2B business. So, if you haven’t already, you should try making content creation and distribution a part of your marketing strategy.

Thank you for reading. To learn more about marketing or SEO, check out some of the other blogs on our page. 

Nick Zviadadze

Nick Zviadadze

Founder at MintSEO
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