17 Surprising Facts About B2B Content Marketing


Content marketing continues to dominate as a core component of a successful B2B marketing strategy – and we’ve got the facts to prove it. Get your flabbergasted face on, it’s time for some seriously surprising stats and facts about B2B content marketing!

Note: Most of this data is taken from the Content Marketing Institute’s B2B 2014 Report. Exceptions to this are marked.  

Fact #1: 93% of B2B marketers use content marketing. Yep – almost all of them.

Fact #2: 42% of B2B marketers say they are effective at content marketing. (Only 36% felt this way last year. Way to go, that’s a big improvement!)

B2B Content MarketingFact #3: 44% of B2B marketers have a documented content strategy (the question is – do you?).

Fact #4: B2B marketers who have a documented content strategy are much more likely to consider themselves effective (66% vs. 11%).

Fact #5: 48% of small B2B organizations (10-99 employees) have a documented content strategy, compared with only 41% of larger organizations (1,000+ employees). That’s a huge score for the little guy!

Fact #6: 73% of B2B organizations have a person in place to oversee their content marketing strategy. (And again, it’s 78% of smaller organizations that have a person overseeing content marketing strategy, as opposed to only 58% of larger companies).

Fact #7: 73% of B2B content marketers are producing more content than they did one year ago.

Fact #8: B2B companies that blog produce 67% more leads than those that don't (Ragan).

Fact #9: Nearly 80% of chief marketing officers think custom content is the future of marketing (Ragan).

Fact #10: B2B marketers use an average of 13 content marketing tactics, and have largely become more confident using these tactics. What do top tier B2B marketers consider the most valuable weapon in their arsenal? 79% said that blogs were their most effective tactic, with in-person events coming in next at 76%. Top 20 B2B marketing tactics include (in order of popularity):

1. Social Media (other than blogs)

2. Articles on Your Website

3. Newsletters

4. Blogs

5. In-person Events

6. Case Studies

7. Videos

8. Articles on Other Websites

9. White Papers

10. Webinars/Webcasts

11. Research Reports

12. Infographics

13. Microsites

14. Branded Long-Form Content Tools

15. Mobile Content

16. Print Magazines

17. eBooks

18. Books

19. Podcasts

20. Mobile Apps

Fact #11: Infographics have seen a huge increase in usage, growing from 38% of B2B marketers using them last year to 51% this year! Make your own by using one of these five free infographic templates.

Fact #12: While it’s no shock that B2B marketers are using more social media than ever before, you may be surprised to find that of B2B marketers:

  • 55% are using Google+
  • 40% are using Slide Share
  • 91% are using LinkedIn
  • 73% use YouTube
  • 22% use Instagram

Fact #13: Nearly half of smaller companies consider Slide Share to be an effective tool, whereas larger companies are less excited (50% vs. 38%)

Fact #14: 82% of B2B marketers consider brand awareness to be their top goal (next up is lead generation at 74%).

Fact #15: 58% of marketers plan on increasing their B2B content marketing budget over the next 12 months.

Fact #16: What are the major challenges for B2B content marketers? 69% cite lack of time, which has been a common hurdle in years past.

Fact #17: 30% of B2B marketing budgets are allocated to content marketing.

RELATED: Still hungry for more facts? Check out our list of 26 crazy Google facts you didn't know, or 21 surprising Facebook facts!

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Dec 17, 2013

Yep. It's impossible to imagine a successful business without a blog nowadays.Moreover, this tendency keeps on growing. Probably, in 2014 we're going to see a greater increase.Thank you for awesome report!

Megan Marrs
Dec 18, 2013

Yup, blogs are an important tool for showcasing your business's knowledge and expertise, not to mention building a loyal community. I agree, I think we're only going to see this number go up!

Prashant Jain
Dec 18, 2013

Nice and informative artilce but still would like to know more for the same. My main concern will be can i apply all the strategies for small business as well as for bigger brands where they are choosy about the platform their name is going to be published. More interested in knowing how to plan content strategy for bigger brands. Overall nicely covered points.

Megan Marrs
Dec 18, 2013

It's really interesting to note how there are many areas where small businesses really are surpassing larger corporations, likely because bigger companies have a harder time adapting to new trends and changes. The bigger you are, the slower you are! You'll notice here that smaller companies are more likely to have documented content strategies and are more likely to have someone overseeing their content strategy. 

Dec 18, 2013

Thanks for the post! This is great information. Blogs really are becoming proof that you're a thought leader. 

Megan Marrs
Dec 18, 2013

I agree 100% - blogs are key to demonstrating your knowledge to the public.

Mark S.
Dec 18, 2013

We just started doing number 11, Infographics in our blog posts and we have seen a big uptick in lead generation.  Thanks for the great post!

Megan Marrs
Dec 18, 2013

Very cool - I've heard a lot of people saying that 2014 will be the "Year of the Infographic!" They certainly work for us.

Dec 19, 2013

Nice post.  You see so many companies posting YouTube videos (Fact #12) these days.  They can reach a wider audience quickly by posting videos to multiple social media sites.  If a video goes viral, then the content marketer has done his/her job. 

Megan Marrs
Dec 20, 2013

If you read the full report from the Content Marketing Institute, you'll see that while larger companies consider YouTube a very effective tool, smaller companies actually prefer SlideShare and Twitter, which I found pretty interesting! 

Dec 19, 2013

''B2B companies that blog produce 67% more leads than those that don't ''  Wow, that one really stood out to me on that last. I will definitely be referring to some of the data cited in this post. Thanks !

Megan Marrs
Dec 20, 2013

Glad you enjoyed it Brady! 

Abhijit Gupta
Dec 20, 2013

Great post. I am a regular visitor of your site and appreciate you taking the time to maintain the excellent content. These are all great suggestions. The method you have described here is awesome. 

list broker uk
Dec 20, 2013

This is an approx figure i.e.87 percent of marketers are using social media to distribute content,however, LinkedIn is the channel that now has the highest adoption rate, beating out last year’s leader, Twitter.

Megan Marrs
Feb 10, 2014

Very cool!

Dec 30, 2013

Thanks for sharing these facts with us. This can be very beneficial is utilized correctly. 

Art Williams
Jan 05, 2014

Interesting facts you posted. Blogs and social media really are essential these days if you want to your business to gain a lot leads.

Megan Marrs
Feb 10, 2014

I agree 100% Art. It's crazy that some people still haven't figured this out.

Adam Methew
Jan 09, 2014

Great post. And I totally agree with your points. B2B is the best way to generate leads for your business. Mostly people doB2C I suggest them follow these tips.

Jan 21, 2014

Very interesting! Will definately take it on board.

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