It seems like we blinked and we’re halfway through 2022, especially considering how long the past two years have felt.
In recent years, it has been difficult to find positives in light of the global pandemic and a host of other issues, but somehow I did — at least in the professional sense. You see, early on, I found a new sense of importance in my job creating content.
With social distancing in effect across much of the globe, gatherings, hugs, and handshakes became taboo, dangerous even. Having business meetings and conversations face-to-face felt like a distant memory.
So, many of our interactions with others turned digital; in fact, they relied on online content.
Unfortunately, today, a whopping 72% of marketers report their content marketing efforts range from unsuccessful to only moderately successful.
Great content marketing isn’t easy.
A great marketer and friend of mine once wrote, “Everything the light touches is content” — and she’s right. Turn back the clock to 2008 and when you heard the term “content marketing,” people were most likely referring to blogs and long-form content like white papers. But the landscape has expanded and evolved dramatically in the past decade.
Today, content takes the form of video, imagery, quizzes, social media stories, PDFs, Google Ads, printed posters, and even words across a T-shirt. Thanks to the rise of the smartphone, content for mobile users is more important than ever. Both B2B and B2C marketers need to create engaging content that meets internet users where they are.
There are so many mediums to stay apprised of, ways to evaluate it, and ultimately strategize it, that it’s no wonder many marketers aren’t more confident or seeing the results they need.
With this in mind, in this article I’ll share:
Statistics about the impact of the pandemic on content marketing
Content marketing strategy statistics
Statistics on content marketing mediums and tactics
Video content marketing statistics
Statistics on consumer content marketing behaviors and preferences
Key trends from the statistics you should know
Free Guide: The Ultimate Inbound Marketing Strategy Playbook 2022
The pandemic’s impact on content marketing strategies
1. 77% of B2B marketers report that their content strategy is different now than it was pre-pandemic. 55% said this adjustment was moderate to extreme. (B2B Content Marketing 2022 Report)
What did they change in their marketing efforts?
2. 70% reported changing their targeting/messaging strategy, 64% adjusted their editorial calendar, and 53% changed their content distribution/promotion strategy. (B2B Content Marketing 2021 Report)
6. Over 90% of B2B marketers believe the pandemic will have a long-term impact on their content marketing efforts. About 65% said this would be “moderate” or “major.” (B2B Content Marketing 2021 Report)
7. 52% of B2B content marketers surveyed reported that “adapting to changes brought forth by the pandemic” contributed to their success in the last 12 months. (B2B Content Marketing 2022 Report)
12. In 2020, the top five content marketing areas people planned on investing in during 2021 were: content creation (70%), website enhancements (66%), events (digital, in-person, hybrid) (48%), organic content distribution (46%), and social media management/community building (39%). (B2B Content Marketing 2021 Report)
13. In 2020, 75% of content marketers reported that organic search (aka SEO) was the most effective content marketing tactic they implemented during the year. That was followed by updating and repurposing existing content, a strategy used by 61% of respondents. (The State of Content Marketing 2020 by SEMrush)
14. About 50% of all B2B marketers said they outsource content marketing activities, and 65% said their biggest challenge is finding partners with adequate subject matter expertise. (B2B Content Marketing 2022 Report)
16. The top five areas of investment for 2022: video (69%), events (digital, in-person, hybrid) (61%), owned-media assets (57%), paid media (55%), social media management /community building (39%). (B2B Content Marketing 2022 Report)
17. The five most common content marketing goals in 2021: creating brand awareness (80%), building credibility/trust (75%), educating audiences (70%), building loyalty with existing customers/clients (60%), and generating demand/leads (60%). (B2B Content Marketing 2022 Report)
18. In the past 12 months, most B2B marketers reported content marketing being most effective in creating brand awareness (80%), building credibility/trust (75%), and educating audiences (70%). (B2B Content Marketing 2022 Report)
19. The five most common content marketing challenges in 2021: creating content that appeals to multi-level roles within a target audience (44%), accessing subject matter experts to create content (42%), internal communication between teams/silos (38%), creating valuable content instead of sales-oriented messaging (36%), and differentiating our products/services from competitors (35%). (B2B Content Marketing 2022 Report)
20. Of marketers surveyed, 83% measure the success of their content based on website engagement (69%), conversions (67%), website traffic (65%), email engagement (64%), or social media analytics (51%). (B2B Content Marketing 2022 Report).
Content marketing mediums and tactics
21. The top five B2B organic (non-paid) social media platforms that produced the best results in the last 12 months: LinkedIn (77%), Facebook (37%), Instagram (27%), YouTube (21%), and Twitter (17%). (B2B Content Marketing 2022 Report)
22. More than half (58%) of B2B content marketers said virtual events/webinars/online courses produced the best results for their content marketing in the last 12 months. Those who are most successful agreed (66%). (B2B Content Marketing 2022 Report)
23. Long articles/posts stood out as an area where those who are most successful reported better results than respondents overall (43% vs. 32%). (B2B Content Marketing 2022 Report)
Looking at this, it’s safe to assume that more successful organizations are doing a better job with their written blog posts.
24. On average, content marketers reported that 69% of the content they create is for the top of the funnel. Only 43% of the content they create is for the middle of the funnel, 20% for the bottom, and 18% for retention. (The State of Content Marketing 2020 by SEMrush)
25. The most popular unpaid content distribution channels that content marketers used in 2021 were: media/public relations (52%), speaking/presenting at events (52%), guest posts/articles in third-party publications (43%), collaborative social spaces (33%), and guest spots (32%). (B2B Content Marketing 2022 Report)
Looks like after a year of social distance, in-person and collaborative mediums saw a huge boost. At the same time, paid social media distribution remained a popular tactic. In fact…
26. 76% of B2B marketers reported increasing (45%) or maintaining (31%) their paid content distribution investment in the past 12 months. (B2B Content Marketing 2022 Report)
27. Social media remains the most popular with 77% of content marketers using paid distribution on various platforms as part of their content strategy. (B2B Content Marketing 2022 Report)
28. LinkedIn is the social media platform most frequently used for B2B content distribution (75%), followed by Facebook (69%) and Instagram (30%). (B2B Content Marketing 2022 Report)
LinkedIn was also the platform credited with producing the best paid social media results in the last 12 months.
32. In 2022, 86% of businesses use video as a marketing tool. (State of Video Marketing 2021 by Wyzowl) This number was consistent in 2021 but has grown from 85% in 2020, 81% in 2018, 63% in 2017, and 61% in 2016.
Why so much competition? Well, though the pandemic enforced social distancing...
45. 88% of people say they’ve been convinced to buy or download a piece of software or app by watching a video. That number jumps to 96% when asked if a video convinced them to buy a product or service. (State of Video Marketing 2021 by Wyzowl)
54. People are twice as likely to share video content with their friends than any other type of content, including social media posts, blog posts, and product pages. (State of Video Marketing 2022 by Wyzowl)
So how should you adapt your content marketing efforts?
Content marketing is more important than ever before. In the age of social distancing, it is one of the most effective ways to connect and stay top of mind with your audience.
So, don't phone it in! Use the statistics above to inform and guide some game-changing content marketing experiments in the next few months and end 2022 with a bang. Based on these numbers, here are a few key takeaways to remember:
If you’re still feeling the effects of the COVID-19 pandemic in your content marketing, you’re not alone. Changes are likely to be long term, so embrace them rather than avoid them.
Invest in video. Like publishing blog posts, video marketing is becoming a must to conquer content marketing and also deliver what customers are looking for. It can help you boost engagement and sales. The Selling 7 and assignment selling can help.
Buyers are more concerned about trust than ever before. Using content can help you share and showcase why you’re trustworthy so you can build the deeper relationships customers seek.