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50 Crucial Content Facts to Make Your Content Make a Difference Now

A collection of revealing content facts, statistics, and quotes to shape your content vision and strategy.

Content Consumption

There are 3.2 billion Internet users worldwide, and more than 20% of them – 668 million – are from China.

79% of people surveyed said they use the Internet “a lot more” now than they did five years ago.

Online sales in China are expected to reach $672 billion this year – more than the combined turnover of the country’s top 100 physical retailers.

52% of online adults use two or more social media sites, up from 42% in 2013, according to Pew Internet.

There are more mobile Internet subscriptions in Indonesia – 281 million – than the country’s total population of 250 million.

80 million Facebook users (the world’s fourth largest Facebook population), 26 million Twitter users (385 Tweets per second), and the most active Twitter city in the world (Jakarta).

81 percent of online Americans say their Internet and cell phone use has made them better informed about products and service, according to Pew Research.

Content Vision + Leadership

“Vision gives important context for content team members about their roles and goals. This context is important not only for assuring their work aligns with the vision but also for motivating the team.”
– Colleen Jones, CEO of Content Science

87% of content team members say a leader who provides vision, direction and inspiration is critical to the team’s success, according to a Content Science survey.

Brands, media companies and other organizations spent $43.9 billion on content creation and distribution in 2014, according to the Custom Content Council.

23% of marketing budgets are allocated to content marketing, according to The Content Council. By 2017, that number is expected to reach 33%.

“Content leaders need to give direction and be clear about where to go – and then step back instead of micromanaging.”

– Jenny Cordell of FedEx

An environment that encourages creativity and innovation was rated as very important or critical to success by 81% of content team members.

“Your content vision must be descriptive, something that your team, your executives, and your stakeholders can easily understand and even visualize.”

– Colleen Jones, CEO of Content Science

Content Teams

“People on content teams need to trust their colleagues, share their work, and share honest feedback.”

– Ann Marie Gray of Morningstar, Inc.

73% of content team members are motivated by opportunities to grow and develop, according to a survey by Content Science.

of people on content teams rate a high level of trust of the team leader as very important or critical to team success, according to a Content Science survey.

Employees at Zappos are encouraged to speak on behalf of the brand to vendors and customers. CEO Tony Hsieh believes when you trust employees to be the voice of your brand, they’re more invested in your message.

58% of content team members say ambiguous goals and micromanagement cause them to become disengaged.

82% of content team members say buy-in from internal and external stakeholders is very important or critical to a team’s success.

“Meeting deadlines” is how content teams gauge success, according to 71% of content team members surveyed by Content Science.

27% said their rate of creating content was how they gauged success.

Content Intelligence + ROI

“Business people think in terms of ROI and risk and reward. … Your case for content strategy absolutely must be presented in those terms.”

– Meghan Casey, The Content Strategy Toolkit

Only 5% of B2B marketers rate their organization’s efforts to track ROI as “very successful,” according to the Content Marketing Institute.

Kraft gets four times better ROI from content than ads, according to Ad Age. The company generates the equivalent of 1.1 billion ad impressions a year through content marketing.

35% of content team members said ROI is how they gauge success, according to a survey by Content Science.

Businesses invested nearly $43.9 billion in content production and distribution in 2014, the Custom Content Council reported.

“Make a plan for evaluating your content in a way that will help you calculate ROI. Your plan will uncover the gaps in your organization’s ability to assess content impact.”

– Colleen Jones, CEO of Content Science

44% of B2B content marketers have a content strategy. 39% of B2C marketers have one.

Content Channels

Virtual reality hardware will produce $66 million in revenue in 2015, a 164% increase from 2013, projects MarketsandMarkets.

35% of shoppers in the U.S. used their smartphone to locate a store during the 2015 holiday season, estimated IAB.

Half of 2015 holiday shoppers used their phone to comparison shop while in the store, IAB estimated.

More than 75% of TV viewers use a smartphone or tablet while watching TV, according to Gartner.

75% of the Inc. 500 companies have active Twitter accounts. For the Fortune 500, it’s 83%.

Nearly 50% of searches on mobile devices are users trying to find nearby products and services.

There are more than 100 million locations on the Google Places API, which provides access to the data and content available From Google Maps.

Toyota’s app for its augmented reality car has more than 750,000 downloads on iOS and more than 250,000 YouTube views for videos related to the app.

Content Technology

89% of large companies will have a Chief Marketing Technologist in 2016, Gartner predicts. Organizations with CMTs or equivalent positions are generally ahead of their peers in digital marketing maturity, the report said.

of B2B Fortune 500 companies use marketing automation.

59% of companies with marketing automation are able to use intelligent targeting to trigger content, compared to 17% without, according to Lenskold and Pedowitz Groups.

Only 10% of respondents to a survey by the Altimeter Group said their content tools integrate with other functions.

Marketing automation has seen the fastest growth of any CRM-related segment in the last five years, according to Hubspot and Focus Research.

B2B marketers who implement marketing automation increase their sales-pipeline contribution by 10%, Forrester reported.

82% of marketing departments lack the data framework to unify technologies, according to a report by the CMO Council and Tealium. 

Content Discovery

Fewer than 5% of searchers click on paid search results.

Organizations who engage in social media are 33% more likely to close a sale than non-engaged organizations, according to Bluewolf.

Twitter generates 67% more business and finance sharing activity than the average social network, according to Marketing Charts.

There are more than 1.5 million apps in the Apple App Store, but the average user uses only 26 apps per month.

“If a customer-focused content marketing program is the sandwich, then SEO is the mayonnaise. It touches nearly everything and enhances the overall flavor of the sandwich, but on its own, it’s not very appetizing.”

– Content Marketing Institute

Source for All Content Facts: Content Science Review