15 B2B content marketing statistics for 2024
15 B2B content marketing statistics for 2024

In the age of AI-powered search, it’s seductively simple to search up factoids that scratch the nerd node in a marketer’s brain. Like this list of 2024 content marketing statistics.

The very fact that an AI was able to summon up this many stats in approximately the same amount of time it takes me to knot my necktie (look the term up, Gen Alphas!) shows how powerful and prevalent content marketing has become in business-to-business.

The advent of AI search is scaring some B2B marketers who think it’ll negate their existing SEO efforts. Meanwhile, Google is making noises about detecting AI-generated content and penalizing it in SERPs.

In other words, when it comes to B2B in 2024? We’ve got a lot of data, yet the crystal ball is too fogged to guess what’s next.

Stats that prove the growth of B2B content marketing

  1. Content marketing emphasis: 71% of B2B marketers have stated that content marketing has become more important to their organization in the last year (NYTLicensing).
  2. Investment in video content: A significant 69% of B2B marketers plan to increase their investment in video content, recognizing its ability to engage audiences effectively (Forbes Advisor).
  3. Email as a top channel: Email continues to be a dominant channel for content distribution, used by 93% of B2B marketers…as it should be, frankly (Marketful).
  4. Social media’s role: Social media is a close second, with 92% of B2B marketers using it to distribute content (Marketful).
  5. Blogging remains strong: Blog posts are still a key content format, utilized by 79% of B2B marketers (Marketful).
  6. Organic social media distribution: Nine out of ten B2B marketers use organic social media platforms to distribute content, confirming its continued relevance (Content Marketing Institute).
  7. Email newsletters: Email newsletters are a preferred tool for 73% of B2B marketers, demonstrating the value of direct communication with audiences (Content Marketing Institute).
  8. SEO’s importance: SEO remains a cornerstone of content marketing, with many B2B marketers prioritizing it to ensure their content is discoverable (Backlinko),
  9. Content marketing budgets: In 2024, 43% of B2B companies reported allocating over 40% of their total marketing budget to content marketing efforts, illustrating the strategy’s perceived ROI (HubSpot).
  10. Lead generation: Content marketing is reported to generate over three times as many leads as traditional marketing and costs 62% less, making it a highly cost-effective strategy for B2B marketers (Demand Metric).
  11. Customer experience focus: 74% of B2B marketers agree that content marketing increases the quality and quantity of leads, stressing its role in improving the overall customer experience (Content Marketing Institute).
  12. Longform content: Long-form content of over 3,000 words gets three times more traffic, four times more shares, and 3.5 times more backlinks than average-length articles of 901 to 1,200 words (SEMrush). No wonder my fingers get numb.
  13. Interactive content: Interactive content is on the rise, with 53% of B2B marketers deploying it to engage audiences, collect data, and personalize the user experience (Content Marketing Institute).
  14. Content marketing and thought leadership: 88% of B2B marketers agree that content marketing has made their audience see their organizations as a “credible and trusted” resource (TopRank Marketing).
  15. Marketing automation: The use of marketing automation technology is on the upswing, with 55% of B2B organizations either already using or planning to use it to improve their content marketing efforts (Emailmonday).

Lest we forget…

Businesses still haven’t entirely bought into AI-generated content entirely, as this research from Semrush shows us.

Challenges in using AI for content production chart
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