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Content Marketing: What the Numbers Mean (and Why You Should Care)

While you’ll find that our team members are more “word people,” there are some figures that peek our interest. And guess what? Those numbers have to do with words. Did you expect any less? We’ve got stats that will help you adjust your sails and point your content marketing in the direction your readers are thirsting for.

Let’s Start With a Big Number

Did you know that 89 percent of all consumers now use the internet to research businesses before making a purchase? This especially applies to large purchases. So only a potential 11 percent of your customers are not online. Where do you think you should be focusing much of your marketing efforts?

Content Numbers Matter

We especially love stats having to do with blogs, and we’ve got some for you. When it comes to reading posts, 43 percent of people admit to skimming blogs. This means you’ve got to catch their interest and keep it. Use catchy titles — those with 6 to thirteen words attract the highest and most consistent amount of traffic. Trust us. It’s what we do. We write and we know things. (It may or may not be a new goal to get a GOT reference into every blog.)

When it comes to leads, blogs (and having lots of them) play a key role. 75 percent of blog views and 90 percent of blog leads come from old posts. This shows how important it is to load your site with content. Your followers are craving quality content, so build it and they will come. (This will be the only Field of Dreams reference, though.) And another reason to build big in the content department is that 47 percent of buyers viewed three to five pieces of content before ever engaging with a sales rep. Give them plenty to soak up.

And while blogs remain king, they aren’t the only type of content that draws in your audience. According to The Content Marketing Institute, blogs should make up 40 percent of your content, while graphics should be 33 percent. Videos should come in close behind with 27 percent. Variety keeps your followers tuned in and appeals to everyone’s preferences.

Competitors’ Numbers — You Know You’re Curious

Content Marketing: What the Numbers Mean (and Why You Should Care)No matter your industry, it’s always good to stay on top of what your competitors are saying and doing. But you don’t just want to keep up with the Joneses. You want to surpass the Smiths, right? Right. So here’s what’s going on. About 70 percent of your competitors are dedicating 5 to fifteen hours a week to social media marketing. What are they promoting on social media? Their blogs, videos and graphics, of course. And 53 percent of B2B marketers say that blog content creation is their top inbound marketing priority. BUT, only 30 percent of those marketers say their organizations are effective at content marketing.

This is great news for you, because YOU are keyed into the necessity of content marketing. You’re reading this blog and dedicating the time needed to create a strategic method of reaching your online audience.

However, if you’re not feeling as confident as you would like, give us a call. We’re doing numbers today, but words are really our jam. The professionals at All Things Writing confidently develop content for:

  • Websites
  • Blogs
  • Articles
  • Social media
  • Presentations
  • Bios
  • Books
  • E-books
  • White papers
  • Brochures
  • Press releases
  • Email campaigns
  • Video scripts
  • Newsletters
  • Infographics
  • And more!

In other words, we’ve got you covered in the content department. Give us a call to discuss your needs, and you’ll be growing content that attracts more customers in no time.

All Things Writing is a full-service content development and content marketing company on a mission to help clients shine online and in print. Our clients are from the private, government and nonprofit sectors.


Erin Pittman, Lead Editor

A project manager, writer and editor, Erin Pittman has almost a decade of professional experience in both print and online materials. She holds a BA in English from Randolph-Macon College. Her work has been featured in local and national publications, as well as on various local and national websites and blogs. Writing topics include marketing, personal finance, special needs, military, parenting, seniors, local events, real estate, service industries, business profiles and more.