5 Content Marketing Statistics That Your Boss Can’t Ignore

Mr. Burns

Last week we gave you three reasons your boss would say ‘yes’ to content marketing to help you work up the nerve to march down to the corner office and propose a content marketing initiative.

Hopefully your boss saw the light and you’re busy developing a killer content marketing plan with his or her full support.

But if not, and your boss still needs convincing, read on for five content marketing statistics that simply can’t be ignored:

93% of Online Experiences Begin with a Search Engine

Not much room for debate here. Google fields billions of searches every day. If you use the web, you use search engines. It’s how products get found online which is why it’s so critical that your website ranks well for relevant searches.

70 – 80% of Search Engine Users Ignore Paid Ads

So we can all agree that it’s important to get on those search results pages but what about pay-per-click ads? Why devote resources to content creation when you can buy impressions one click at a time?

To put it simply: because almost no one looks at paid ads.

Need proof? Point your boss towards this eye-tracking study. It found that while 100% of users look at organic search results, between 70 and 80% of us completely ignore PPC ads.

All the more reason to focus your energy on organic search results.

90% of Consumers find Custom Content to be Useful

Looking beyond search engines for a moment…you know who else likes content?


Living, breathing people – you, me, your potential customers – use content to make informed decisions.

While your content will help you find success on search engines, it’s important that it be created with a real audience in mind. Not only is your audience willing to consume your content, it’s what they’ve come to expect.

78% of Chief Marketing Officers Think Custom Content is the Future of Marketing

If your boss is a CMO, content marketing should be a pretty easy sell. Along with its nerdier cousin, big data, content marketing has become the topic du jour among today’s top marketers.

Many experts are predicting that the content marketing movement is just getting started and, with Google’s newer algorithms increasingly rewarding sites with frequently updated content, why would you expect this trend to reverse anytime soon?

*Bonus stat: 91% of B2B marketers and 86% of B2C marketers already utilize content marketing. Your competitors are already leveraging content marketing, can you afford to be left behind?

62% of Companies Today Outsource their Content Marketing

By now your boss may be ready to drink the content marketing Kool-Aid but one question remains: who’s going to create all this content? Even if you yourself are a marketer, you might not have much experience writing blog posts, articles and white papers let alone creating infographics, videos and podcasts.

Don’t let inexperience stop you. If you aren’t ready to dive into creating your own content, join the 62% of companies that outsource some or all of their content marketing initiatives.

I know some great content marketing experts you should talk to.

4 Replies to “5 Content Marketing Statistics That Your Boss Can’t Ignore”

  1. Interesting statistics/solid post!

    Even though 80% of searches don’t look at the paid ads, there’s still 20% that are looking! And I’d rather get 100% of 20% than 0% if you know what I mean! 😀

    Great post 😀

    – Chris

  2. Hey Chris – good point. One good thing about PPC campaigns is how easy they are to monitor and adjust. So if you have paid ads out there, you have no excuse not to be constantly improving them.

    But…the fact remains that organic results get much more attention.

    Wonder why? Maybe Google/Bing users have gotten more search savvy?

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