Content Marketing Statistics

Content marketing has become the business world’s answer to small talk—everyone’s doing it, most people think they’re good at it, and the key is making it seem effortless. With 82% of marketers actively investing in content, brands are churning out blog posts, videos, and user-generated fluff at an alarming rate, all in the hope that someone, somewhere, will pause their scrolling long enough to engage. And, apparently, it’s working. The rise of short-form video has been particularly effective, with 93% of marketers swearing it helps attract more customers, which explains why every brand now has a TikTok strategy, even the ones that have no business being on TikTok.

Meanwhile, artificial intelligence has elbowed its way into the creative process, with 62% of marketers using AI to brainstorm topics and 46% letting it write their copy, presumably while pretending they still have complete control over their own profession. Social media remains the go-to platform for content discovery—especially among younger consumers, who will happily consume a 15-second product review but break into a cold sweat at the sight of a long-form article. Blogs, however, are still holding on, mainly because they continue to drive backlinks and SEO performance, even if half the readership consists of people who got there by accident. Podcasts are also having a moment, with 55% of Americans tuning in regularly, proving that if you talk long enough about literally anything, someone will eventually listen.

In this article, we’ll explore the latest content marketing statistics, from budget allocations to emerging trends, and all the ways marketers are attempting to break through the digital noise. Because in today’s world, it’s not enough to create content—you have to trick people into caring about it.

1. Adoption of Content Marketing: 82% of marketers are actively investing in content marketing. ahrefs.com
2. Budget Allocation: 45% of marketing decision-makers planned to increase their content marketing budgets in 2024. statista.com
3. Use of AI in Content Creation: 62% of marketers use AI tools to brainstorm new topics, 53% to summarize content, and 44% to write drafts. contentmarketinginstitute.com
4. Effectiveness of Short-Form Videos: 93% of marketers acknowledge that short-form videos are effective in attracting more customers. lifewire.com
5. Social Media as a Discovery Platform: Social media is the most preferred product discovery platform for consumers aged 18 to 44. hubspot.com
6. Impact of User-Generated Content (UGC): 60% of consumers believe UGC is the most authentic and influential form of content when making purchasing decisions. en.wikipedia.org
7. Video Content Usage: 87% of marketers say video marketing has helped them increase website traffic. backlinko.com
8. Blogging Frequency: Websites with active blogs generate 97% more backlinks. backlinko.com
9. Podcast Consumption: 55% of Americans listen to podcasts. backlinko.com
10. Influence of Social Media on Purchases: 47% of millennials factor their interaction with a brand on social media when making a purchase. en.wikipedia.org
11. Content Marketing Usage in Organizations: 90% of all organizations use content in their marketing efforts. demandmetric.com
12. B2B Content Marketing: 93% of B2B marketers use content marketing. writtent.com
13. Effectiveness of Content Marketing: 42% of B2B marketers say they’re effective at content marketing. writtent.com
14. Content Marketing Investment Plans: 54.5% of businesses plan to spend more on content marketing in 2024 than in 2023. siegemedia.com
15. High-Performing Articles: 20% of articles are high-performing based on organic search traffic and social media shares. optinmonster.com
16. Use of Social Video: 77% of marketers use social videos in their video marketing initiatives. backlinko.com
17. Impact of Video on Revenue Growth: Using video helps marketers grow business revenue 49% faster than those not using video. backlinko.com
18. Consumer Preference for Video Content: 66% of consumers said that a short video was their favorite medium to learn about a product or service. backlinko.com
19. Daily Video Consumption: 1 billion hours of video are consumed by YouTube users each day. backlinko.com
20. Podcast Listener Demographics: 51% of U.S. podcast listeners are men. backlinko.com
21. Number of Active Podcasts: There are over 1.5 million active podcasts. backlinko.com
22. Smartphone Usage for Podcasts: Smartphones are the main medium by which podcast content is consumed. backlinko.com
23. Influence of Social Media on Brand Engagement: 96% of people who follow businesses also engage with those brands on social platforms. en.wikipedia.org
24. Consumer Trust in UGC: 86% of consumers say authenticity is important when deciding which brands to support. en.wikipedia.org
25. Impact of UGC on Conversion Rates: The conversion rate increases by as much as 4.6% when UGC is used. en.wikipedia.org
26. AI Adoption in Content Marketing: In 2024, 83.2% of marketers utilized AI to create content. writtent.com
27. AI in Marketing Copy: 46% of marketers employed AI to write marketing copy in 2024. writtent.com
28. Content Marketing Investment Plans: 54.5% of businesses planned to increase their content marketing budgets in 2024 compared to 2023. siegemedia.com
29. B2B Content Marketing Spending: Almost half of marketers intended to boost B2B content marketing spending in 2024, with 42% maintaining the same budget. statista.com
30. AI Tools in Content Creation: In 2024, 62% of marketers used AI tools to brainstorm new topics, 53% to summarize content, and 44% to write drafts. contentmarketinginstitute.com
31. Short-Form Video Effectiveness: 93% of marketers acknowledged that short-form videos were effective in attracting more customers in 2024. lifewire.com
32. Social Media as a Discovery Platform: Social media was the most preferred product discovery platform for consumers aged 18 to 44 in 2024. hubspot.com
33. User-Generated Content (UGC) Influence: 60% of consumers believed UGC was the most authentic and influential form of content when making purchasing decisions in 2024. hubspot.com
34. Video Marketing Adoption: 91% of businesses used video as a marketing tool in 2023. hubspot.com
35. Blogging Impact on Backlinks: Websites with active blogs generated 97% more backlinks in 2024. backlinko.com
36. Podcast Listenership: 55% of Americans listened to podcasts in 2024. backlinko.com
37. Influence of Social Media on Purchases: 47% of millennials considered their interaction with a brand on social media when making a purchase in 2024. hubspot.com
38. Content Marketing Usage in Organizations: 90% of organizations used content in their marketing efforts in 2024. ahrefs.com
39. B2B Content Marketing Adoption: 93% of B2B marketers utilized content marketing in 2024. ahrefs.com
40. Effectiveness of Content Marketing: 42% of B2B marketers considered themselves effective at content marketing in 2024. ahrefs.com
41. High-Performing Articles: 20% of articles were high-performing based on organic search traffic and social media shares in 2024. backlinko.com
42. Use of Social Video: 77% of marketers incorporated social videos into their video marketing initiatives in 2024. backlinko.com
43. Impact of Video on Revenue Growth: Using video helped marketers grow business revenue 49% faster than those not using video in 2024. backlinko.com
44. Consumer Preference for Video Content: 66% of consumers stated that a short video was their favorite medium to learn about a product or service in 2024. backlinko.com
45. Daily Video Consumption: YouTube users consumed 1 billion hours of video each day in 2024. backlinko.com
46. Podcast Listener Demographics: 51% of U.S. podcast listeners were men in 2024. backlinko.com
47. Number of Active Podcasts: There were over 1.5 million active podcasts in 2024. backlinko.com
48. Smartphone Usage for Podcasts: Smartphones were the primary medium for podcast content consumption in 2024. backlinko.com
49. Influence of Social Media on Brand Engagement: 96% of people who followed businesses also engaged with those brands on social platforms in 2024. hubspot.com
50. Consumer Trust in UGC: 86% of consumers stated that authenticity was important when deciding which brands to support in 2024. hubspot.com

Content marketing isn’t just evolving—it’s mutating at a rate that would make even Darwin uncomfortable. Video, AI, and social media are now the holy trinity of audience engagement, forcing brands to either adapt or accept their fate as the digital equivalent of an abandoned shopping mall. The ones that do invest in high-performing content—whether through short-form videos, SEO-stuffed blogs, or interactive user-generated content that somehow convinces customers to do half the marketing work for free—are seeing actual results. More traffic, higher conversions, and, most importantly, the illusion of trust. And with 45% of marketers planning to increase their content budgets (which, let’s be honest, mostly means throwing more money at AI tools), the future of content marketing is shaping up to be more chaotic than ever.

To stay competitive, marketers must now strike a delicate balance between authenticity and analytics—creating content that feels personal but is, in reality, ruthlessly optimized for search and social. AI will take over the busywork, podcasts will continue to multiply like unsupervised rabbits, and brands that experiment with interactive media will likely have the best shot at keeping their audiences engaged. Because in today’s digital landscape, success isn’t about simply creating content—it’s about making sure people don’t immediately forget it exists.

Written by: Tony Zayas, Chief Revenue Officer

In my role as Chief Revenue Officer at Insivia, I am at the forefront of driving transformation and results for SaaS and technology companies. I lead strategic marketing and business development initiatives, helping businesses overcome plateaus and achieve significant growth. My journey has led me to collaborate with leading businesses and apply my knowledge to revolutionize industries.