Content Marketing Statistics (How Many Content Marketers?) 2023

Occupied with studying extra concerning the state of content material advertising this 12 months? You’re in the suitable place.

On this content material advertising statistics roundup, we’ll discover all the newest information concerning the content material advertising business. 

And we’ll share some data-driven insights to assist inform your content material technique for the 12 months forward.

Prepared? Let’s get began

What number of content material entrepreneurs are there?

There’s no out there information on the variety of content material entrepreneurs employed globally. The perfect estimations we have now to go on come from Zippia and are verified towards the BLS, Census, and job openings information. 

Their analysis reveals over 31,000 content material advertising managers are employed within the US. 

Nevertheless, content material advertising managers symbolize simply considered one of many job titles within the content material advertising employment business.

Many different specialists work in content material advertising, together with website positioning consultants, content material writers, content material producers, strategists, and so on. 

The determine above additionally doesn’t issue within the variety of content material entrepreneurs employed in different international locations worldwide.

Subsequently, if you issue all that in, we estimate that there are almost definitely a whole bunch of hundreds of content material entrepreneurs globally, if not tens of millions.

Variety of content material entrepreneurs by specialism (US)

The desk under reveals the estimated variety of content material entrepreneurs employed within the US by specialism, in response to information extracted from Zippia.

Job title	Variety of staff (US)
Content material advertising supervisor	31,303
Content material author	5,785
Content material specialist (advertising)	11,457
Content material strategist	5,905
Content material producer	7,931

How a lot do content material entrepreneurs earn?

The wage of content material advertising professionals varies relying on job title, location, expertise degree, and so on. However sometimes, content material entrepreneurs within the US can count on to earn round $40,000 to $100,000 per 12 months.

The desk under reveals a extra detailed breakdown in response to earnings information from Zippia:

Job title	Common wage (USD/12 months)	Common hourly price (USD/hour)	Lowest wage (backside 10%)	Highest wage (high 10%)
Content material advertising supervisor	$84,566	$40.66	$65,000	$108,000
Content material author	$58,918	$28.33	$40,000	$84,000
Content material specialist (advertising)	$56,939	$27.37	$41,000	$77,000
Content material strategist	$93,672	$45.03	$67,000	$129,000
Content material producer	$56,255	$27.05	$38,000	$81,000

As you’ll be able to see, senior roles that contain higher-level advertising duties (like content material strategists and managers) are the highest earners. In distinction, these concerned in really creating the content material (like content material writers and producers) are the bottom earners.

Content material marketer gender cut up

Content material advertising professionals usually tend to be ladies than males (besides content material producers), in response to information from Zippia. Right here’s a breakdown of the gender cut up by job function:

Job title	Male	Feminine
Content material advertising supervisor	40%	60%
Content material author	39.8%	60.2%
Content material specialist (advertising)	38.9%	61.1%
Content material strategist	44.3%	55.7%
Content material producer	60.4%	39.6%

Content material marketer schooling & {qualifications}

Most content material advertising professionals maintain a Bachelor’s diploma or above. And extra senior positions are more likely to have greater ranges of schooling. Right here’s a breakdown of schooling degree by job function:

Job title	Highschool diploma	Affiliate diploma	Bachelor diploma	Masters diploma	Doctorate	Different
Content material advertising supervisor	~	3%	81%	14%	1%	1%
Content material author	2%	6%	77%	12%	~	3%
Content material specialist (advertising)	1%	4%	82%	11%	~	2%
Content material strategist	~	3%	79%	15%	1%	2%
Content material producer	1%	5%	83%	10%	~	1%

Content material marketer age

The common age of content material entrepreneurs within the US is between 30 and 50, relying on the specialism. See the desk under for a breakdown of common age by job function.

Job title	Common age
Content material advertising supervisor	38
Content material author	41
Content material specialist (advertising)	37
Content material producer	40+

What expertise do content material entrepreneurs want?

In accordance with a 2020 evaluation of content material advertising job postings, probably the most in-demand expertise employers search for in content material advertising professionals are social media literacy and management qualities. Every of those expertise is listed in 49% of analyzed job advertisements.

website positioning and respecting deadlines had been different in-demand expertise and had been current in 44% of job advertisements.

Sources: Zippia¹, Zippia², Zippia³, Zippia⁴, Statista¹

Normal content material advertising statistics

Subsequent, let’s take a look at some normal content material advertising statistics that inform us extra concerning the dimension and form of the content material advertising business, and what number of companies and entrepreneurs make the most of content material of their advertising methods.

What number of entrepreneurs make the most of content material advertising?

In accordance with a latest survey, 97% of entrepreneurs say content material advertising types a part of their technique. That is the overwhelming majority and reveals that content material continues to be king in advertising as we strategy the top of 2022.

How lengthy do individuals spend consuming content material?

The common each day time spent consuming content material is 6 hours and 59 minutes. 

To place that into perspective, most individuals are solely awake for 15-16 hours each day. So the common individual spends virtually half their waking day consuming content material. Loopy, proper?

It’s additionally price noting that the each day time spent consuming content material grew considerably over the previous couple of years. 

Content material advertising income

World content material advertising business income was estimated to be round $66 billion in 2021. Whereas that’s already an enormous determine, it’s anticipated to climb even additional over the subsequent few years. Trade estimations say international content material advertising revenues will attain 147 billion by 2026.

How standard is content material advertising?

In a latest survey, content material advertising was rated the fourth hottest advertising channel this 12 months.

32% of surveyed entrepreneurs and types stated it was the highest advertising channel. That places it behind social media (44%), web sites/blogs (36%), and electronic mail advertising (35%), however above different channels.

How efficient is content material advertising?

The overwhelming majority of entrepreneurs that make the most of content material advertising say their efforts have been no less than considerably efficient:

• 19% of entrepreneurs say their content material advertising efforts have been very profitable
• 33% of entrepreneurs say their content material advertising efforts have been reasonably profitable
• 39% of entrepreneurs say their content material advertising efforts have been considerably profitable
• 9% of entrepreneurs say their content material advertising efforts have been unsuccessful

What levels of the funnel do companies create content material for?

Greater than half of all companies create content material for the center of the funnel, and over a 3rd create content material for the highest of the funnel. 

Right here’s a extra breakdown of the proportion of surveyed companies that create content material for every stage of the funnel:

• Center of the funnel – 53%
• High – 35%
• Retention – 25%
• Backside – 22%
• Different – 2%

Sources: HubSpot³, Semrush, Forbes, Statista²

Content material advertising distribution statistics

Content material could be distributed and promoted by numerous advertising channels, reminiscent of electronic mail, social media, web sites, paid advertisements, and so on.

Listed below are some statistics that inform us extra about content material advertising distribution and promotion.

What channels do entrepreneurs promote content material on?

The preferred channel for content material promotion is natural social media, with 69% of surveyed entrepreneurs saying they promote content material on natural social media. Compared, solely 54% promote content material by way of electronic mail, the second hottest promotional channel.

High 10 channels for content material promotion in response to surveyed entrepreneurs:

1. Natural social media – 69%
2. Electronic mail – 54%
3. Paid social media – 48%
4. Natural search – 44%
5. Sponsorships – 24%
6. Paid advertisements (PPC) – 24%
7. PR/outreach – 22%
8. Influencer advertising – 21%
9. Visitor posting – 14%
10. Native advertisements/sponsored content material – 13%

High owned content material distribution channels

In accordance with a latest research, the highest three owned content material distribution channels are private web sites, blogs, and electronic mail newsletters.

Owned distribution channels are properties that your model has full possession of. This differentiates them from earned and paid media channels like social media, paid search, and so on.

Sources: Semrush, Hubspot¹, Hubspot²

Content material advertising technique statistics

Solely a bit over half of surveyed entrepreneurs have a documented technique in place. However statistics present that having a documented technique instantly correlates with the success of content material advertising efforts. And methods that focus closely on creating high-quality content material are the best.

What proportion of entrepreneurs have a content material advertising technique?

57% of surveyed entrepreneurs have a documented content material advertising technique, whereas 40% don’t have one and three% aren’t certain.

When requested what stage they’re at in placing collectively their content material advertising technique, 42% stated they had been nonetheless within the ‘first steps’ stage. An additional 36% stated their technique is pretty developed, and 19% stated it’s superior. 3% of respondents weren’t certain.

Do you want a content material advertising technique?

78% of firms that price their content material advertising efforts as very profitable have a documented content material advertising technique. And 81% of people who price it unsuccessful haven’t any documented content material advertising technique in place.

The upshot of that is clear: Entrepreneurs ought to take time to place collectively a transparent content material advertising technique earlier than launching their campaigns. You’re extra possible to achieve success if you happen to go in with a plan.

Only content material advertising ways

Surveyed entrepreneurs had been requested which ways had the largest impression on the success of their content material technique. 

The desk under reveals what number of respondents stated every tactic was probably the most profitable as a proportion of these surveyed.

Content material advertising tactic	% of respondents
Bettering the standard of content material	55%
website positioning (SEO)	46%
Producing extra visible & video content material	41%
Updating and reusing present content material	38%
Web site optimization	35%
Competitor content material evaluation	28%
Viewers analysis and buyer journey optimization	26%
Creating extra instructional content material	25%
Adapting their technique in response to COVID	24%
Diversification of content material combine	24%

As you’ll be able to see, the #1 best content material advertising tactic was regarded as bettering the standard of content material produced. 

And normally, high quality appears to be far more essential than amount.

83% of entrepreneurs consider creating greater high quality content material much less usually is simpler, whereas solely 17% consider it’s simpler to create decrease content material extra usually.

Only ways to rank content material

High quality is once more the best tactic When rating content material organically in search engines like google and yahoo like Google, in response to most entrepreneurs.

The desk under reveals the % of surveyed entrepreneurs that stated every tactic was the best at rating content material organically.

Content material advertising tactic	% of respondents
Bettering content material high quality and authenticity	61%
Publishing content material extra regularly	45%
Focusing extra on key phrase analysis	43%
Publishing extra content material with authentic analysis and insights	32%
Bettering technical website positioning	28%
Implementing or bettering a content material cluster technique	26%
Constructing hyperlinks and visitor posting	23%
Different	1%

When do you have to begin planning your content material technique?

In accordance with a survey of media planners, 1-2 months forward of marketing campaign launch is the most typical time to start out planning your content material technique:

• 34% of media planners begin planning their content material technique 1-2 months upfront
• 27% of media planners begin planning their content material technique 3-4 months upfront. 
• 15% of media planners begin planning their content material technique simply 3-4 weeks upfront

Sources: Semrush, Hubspot², HubSpot³

Content material advertising targets and KPIs

Round two-thirds of content material advertising groups monitor their content material advertising campaigns to measure efficiency towards their advertising targets.

To take action, entrepreneurs take a look at numerous metrics and KPIs. The highest three most commonly-used metrics are natural visitors, search rating place, and leads.

These metrics intently correlate with the highest three most typical content material advertising targets: boosting model consciousness, driving visitors, and lead technology.

Do entrepreneurs measure content material efficiency?

A latest survey discovered that 66% of content material advertising groups measure content material efficiency.

20% don’t measure their content material efficiency, and 15% of these surveyed don’t know whether or not or not they measure content material efficiency.

High content material advertising metrics & KPIs

Listed below are the highest 10 content material advertising metrics and KPIs used to measure success, alongside the proportion of respondents that stated they use them:

1. Natural visitors – 51%
2. Search rating – 42%
3. Leads – 40% 
4. Conversion price – 34%
5. Social shares – 32%
6. Electronic mail engagement – 32%
7. Web page views – 31%
8. Time on web page – 30%
9. Subscribers – 27%
10. Bounce price – 22%

Commonest content material advertising targets

Listed below are the highest 10 most typical targets of content material advertising campaigns, alongside the proportion of respondents that chosen them:

1. Enhance model consciousness – 45%
2. Drive web site visitors – 37%
3. Lead technology – 36%
4. Gross sales/income technology – 27%
5. Enhance buyer loyalty and engagement – 23%
6. Achieve and nurture subscribers – 14%
7. Promote new merchandise or enhance positioning – 11%
8. Different – 0%

Sources: Semrush

What’s the preferred sort of content material?

Video is each the preferred and best media format utilized in content material advertising. 

Quick-form video has been the preferred sort of content material for 3 years and is changing into the popular manner for manufacturers to work together with their clients.

This deal with short-form video content material is sensible within the context of adjusting shopper tendencies and the expansion of short-form video-sharing apps like TikTok and Instagram reels.

Demand for video content material reached an all-time excessive lately. In 2021, Wistia had round 4.7 billion video performs, up 77% in comparison with 2019. And complete watch time reached 14.6 billion video minutes, up 121% from 2019.

High media codecs content material entrepreneurs use

In accordance with information from HubSpot, 59% of content material entrepreneurs embrace video of their content material combine. This makes it the primary hottest media format. 

Listed below are the highest 5 hottest media codecs by the proportion of surveyed entrepreneurs that use them:

1. Movies – 59%
2. Blogs – 48%
3. Photographs – 46%
4. Infographics – 45%
5. Case research – 42%

What sort of content material drives the most effective outcomes?

Other than being the most typical sort of content material, video can be the best sort of content material. 37% of entrepreneurs say it drives the most effective outcomes—that’s greater than some other format.

Listed below are the highest 10 best content material sorts by the proportion of surveyed entrepreneurs that chosen them:

1. Movies – 37%
2. Weblog posts – 36%
3. Success tales – 22%
4. Case research – 16%
5. Webinars – 16%
6. Infographics – 15%
7. Product guides – 13%
8. Information visualizations – 12%
9. Ebooks – 11%
10. White papers – 11%

Sources: Semrush, Hubspot¹, HubSpot³

Content material advertising & social media

As we mentioned earlier, social media is among the most generally used channels for distributing and selling content material. So subsequent, let’s take a look at some content material advertising statistics that pertain particularly to social media.

High content material sorts utilized in social media

Listed below are the most typical content material sorts utilized in social media, in response to a latest survey:

1. Content material that displays the model’s values – 47%
2. Interactive content material (video games, polls, and so on.) – 45%
3. Humorous content material – 45%
4. Fashionable content material – 42%
5. Relatable content material – 39%
6. Behind-the-scenes content material – 36%
7. Instructional content material – 32%
8. Nostalgic content material – 28%

Only content material sorts utilized in social media

Surveyed entrepreneurs had been additionally requested which forms of social media content material they thought had been the best. Listed below are the outcomes:

1. Humorous content material – 80%
2. Interactive content material – 77%
3. Behind-the-scenes content material – 68%
4. Relatable content material – 67%
5. Content material that displays model values – 63%
6. Fashionable content material – 61%
7. Nostalgic content material – 58%
8. Instructional content material – 57%

Apparently, humorous content material is regarded as the best content material sort, but it is just the third mostly used sort of content material, which suggests it might be underutilized.

Only social content material codecs

85% of surveyed entrepreneurs stated the best format for social content material is short-form movies. That features Instagram Reels, YouTube Shorts, and TikTok movies. 

Stay streaming was the second best content material format with 70% of the vote. And stay audio chat rooms got here third at 65%.

Sources: HubSpot³

B2B content material advertising statistics

The content material advertising statistics under are compiled from a report by Casted, which analyzed responses from 100 b2b content material entrepreneurs within the US. 

The b2b content material entrepreneurs who participated within the research encompassed numerous completely different job roles together with content material director, supervisor, author, specialist, and so on.) within the US.

How lengthy do b2b entrepreneurs spend making content material?

B2b content material entrepreneurs spend a mean of 33 hours per week making content material.

Time spent making content material by sort:

• Social media – 3.4 hours per venture
• Weblog posts – 4.7 hours per piece
• Movies – 6.2 hours per venture
• Webinars – 5.7 hours per venture
• Ebooks/whitepapers – 5 hours per piece
• Podcast – 4.8 hours per episode

What forms of content material do b2b content material entrepreneurs create?

• 93-98% of b2b content material entrepreneurs create social media messages, emails/newsletters, and weblog posts. 
• 61% of b2b content material entrepreneurs create movies and webinars
• 47% of b2b content material entrepreneurs create whitepapers
• 32% of b2b content material entrepreneurs create podcasts
• 4% of b2b content material entrepreneurs create audio clips

What do b2b content material entrepreneurs do?

B2b content material entrepreneurs must juggle numerous tasks. The highest three duties they’re answerable for embrace managing campaigns (61%), figuring out technique (58%), and creating content material (54%)

Right here’s a extra full breakdown of the survey outcomes:

• Managing campaigns – 61%
• Figuring out technique and model administration – 58%
• Creating content material – 54%
• Social media – 52%
• collaborating with associate distributors and companies – 43%
• Serving as media liaisons – 41%
• Producing inside communications – 34%
• Buyer and market analysis – 23%
• website positioning administration – 14%

How do b2b entrepreneurs promote content material?

Electronic mail is probably the most generally used channel for selling content material by b2b entrepreneurs, adopted by LinkedIn:

• 91% of b2b content material entrepreneurs promote content material by way of emails/newsletters
• 86% of b2b content material entrepreneurs promote content material on LinkedIn,
• 82% of b2b content material entrepreneurs promote content material on Twitter
• 74% of b2b content material entrepreneurs promote content material on Fb
• 39% of b2b content material entrepreneurs promote content material on YouTube
• 28% of b2b content material entrepreneurs promote content material Instagram

What’s the best b2b content material format/channel?

In accordance with a latest research, social media is rated as the best content material format by 98% of surveyed b2b entrepreneurs:

• Social media – 98%
• Electronic mail – 96%
• Movies/webinars – 61%
• ebooks/whitepapers – 47%
• Podcasts – 32%

Sources: Casted

Web site content material finest practices

Semrush checked out blogs which have 30k-500k month-to-month views to see what these high-performers have in widespread. Right here’s what they discovered.

• Weblog content material with headings that function the phrase ‘information’ get 3x extra natural visitors. And people with ‘how you can’ within the heading get 1.5x extra visitors
• Titles with 7 or fewer phrases get 36% extra natural visitors, on common, than these with 14+ phrases.
• Virtually half (47%) of articles with superior headings constructions (H2s, H3s, and H4s) rank within the highest-performing natural content material group, whereas 39% of these with no H2s are within the low-performing group.
• Articles which have 7+ photographs get 116% extra natural visitors
• Articles that embrace movies get 83% extra natural visitors
• Articles which might be 3k phrases+ get 138% extra visitors than these with lower than 500 phrases.

Sources: Semrush

The prices of content material advertising

Virtually two-thirds of entrepreneurs spend no less than 10% of their finances on content material advertising. And the vast majority of content material entrepreneurs anticipated spending to extend this 12 months. 

That content material advertising spend was distributed pretty evenly throughout a number of areas, however social media and neighborhood constructing was the realm companies spend most on.

How a lot do companies spend on content material advertising?

• 34% of surveyed entrepreneurs stated they spend 10-29% of their general advertising finances on content material advertising, making this the #1 spending bracket.
• 20% of surveyed entrepreneurs stated they spend 30-50% of their advertising finances on content material advertising
• 19% of surveyed entrepreneurs stated they spend 5-9% of their advertising finances on content material advertising
• 17% of surveyed entrepreneurs stated they spend lower than 5% of their advertising finances on content material advertising
• 7% of surveyed entrepreneurs stated they spend 50-70% of their advertising finances on content material advertising
• 3% of surveyed entrepreneurs stated they spend over 70% of their advertising finances on content material advertising.

Is content material advertising spend growing or reducing?

72% of surveyed content material entrepreneurs stated they count on their content material advertising finances to extend in 2022.

Of these, 32% count on a medium enhance, 25% count on a small enhance, and 15% count on a big enhance.

An additional 18% count on no change in any respect, simply 2% count on a lower, and eight% aren’t certain what to anticipate.

What areas of content material advertising are companies spending probably the most on?

• 41% of content material entrepreneurs spend probably the most on social media & neighborhood constructing
• 40% spend probably the most on bettering written content material high quality
• 40% spend probably the most on selling and distributing content material
• 35% spend probably the most on video content material 
• 34% spend probably the most on buyer analysis

Sources: Semrush

Content material advertising search tendencies

Listed below are some fascinating statistics that spotlight a few of the newest search tendencies associated to content material advertising, per a research by Semrush:

• The common month-to-month search quantity for the key phrase ‘content material advertising company’ dropped to 1,900 this 12 months. Final 12 months, it was 5,400.
• Likewise, the common month-to-month search quantity for the key phrase ‘content material advertising technique’ fell by 33%. 
• Nevertheless, searches for ‘how you can create content material for affiliate internet marketing’ elevated by 366%, suggesting that affiliate internet marketing could also be a particular sub-category of content material advertising that’s nonetheless rising.

High trending subjects associated to content material advertising

This 12 months’s high trending subject associated to content material advertising was ‘social media content material advertising’, with a recognition rating of 99.

High 10 trending subjects associated to content material advertising by recognition rating:

1. Social media content material advertising – 99
2. website positioning in content material advertising – 76
3. Content material advertising for constructing merchandise – 75
4. Content material advertising technique examples – 48
5. Content material advertising choices – 41
6. Content material advertising examples – 40
7. Video content material advertising technique – 39
8. Content material advertising instruments – 31
9. Content material advertising platform for companies – 30
10. Content material advertising small enterprise – 30

Sources: Semrush

What are the largest content material advertising challenges?

In accordance with a Semrush research, producing high quality leads is the highest problem entrepreneurs face relating to content material advertising. 41% of these surveyed stated it was their greatest problem, greater than some other problem.

Content material advertising problem	% of respondents
Producing high quality leads	41%
Driving sufficient visitors and content material promotion	39%
Creating content material that audiences admire	31%
Proving ROI	30%
Bettering content material website positioning efficiency	29%
Creating genuine, high-quality content material	28%
Developing with content material concepts	25%
Optimizing content material advertising workflows	21%
Inadequate assets	20%
Creating content material at scale	19%

Sources: Semrush, HubSpot³

Content material advertising crew statistics

Listed below are some statistics referring to content material advertising groups.

Common content material advertising crew dimension

42% of surveyed content material advertising groups say their crew contains between 1 and three specialists. This makes this the most typical crew dimension.

Commonest content material advertising crew sizes:

• 1-3 specialists – 42%
• No devoted content material crew or individual – 21%
• 4-10 specialists – 20%
• 11-20 specialists – 9%
• 21-35 specialists – 3%
• Over 50 specialists – 2%
• Undecided – 3%

Who works in content material advertising groups?

45% of content material advertising groups embrace a specialist content material author or content material creator. This makes content material author/creator the most typical specialism inside content material advertising.

High 10 specialist roles in content material advertising groups:

1. Author/content material creator – 45%
2. Social media supervisor – 38%
3. Content material advertising supervisor – 30%
4. Designer – 26%
5. website positioning specialist – 24%
6. Strategist – 23%
7. Internet developer – 22%
8. Head of content material advertising – 21%
9. Generalist advertising supervisor – 19%
10. Electronic mail advertising specialist – 15%

High content material advertising applied sciences utilized by groups

65% of surveyed content material advertising groups use social media posting instruments. That features platforms that allow you to schedule social content material upfront by way of a visible calendar and automate the publishing course of.

Mostly-used content material advertising applied sciences by surveyed groups:

• Social media posting – 65%
• Internet analytics – 50%
• Electronic mail advertising software program – 44%
• website positioning software program – 41%
• Writing/enhancing instruments – 37%
• CMS – 26%
• Collab instruments – 25%
• Visible content material creation instruments – 24%

Sources: Semrush

Do entrepreneurs outsource content material creation?

51% of entrepreneurs outsource content material creation. The opposite 49% deal with it in-house.

High outsourced content material companies

• Graphic design – 58%
• Video design – 43%
• Copywriting – 40%
• Modifying – 32%
• website positioning – 29%
• Technique – 28%
• Translation – 21%
• Analytics – 17%

Sources: Semrush

Content material auditing statistics

2 out of three media planners say they run content material audients. Of these, 30% of them accomplish that no less than month-to-month. 

High cause to audit content material

1. Bettering UX on an internet site – 36%
2. Figuring out and boosting top-performing content material – 34%
3. Discovering content material gaps and new alternatives – 34%
4. Bettering website positioning & SERP rating – 33%
5. Figuring out web site points like damaged hyperlinks – 31%

Sources: Hubspot²

Closing ideas

That concludes our roundup of the newest content material advertising statistics. We hope you discovered them helpful.

Whilst you’re right here, why not take a look at our roundup of social media statistics to assist plan your social content material technique?

Or, you is perhaps eager about these mind-blowing website statistics.

Take pleasure in!