Make your content make a difference with Content Science.

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

A collection of revealing content statistics and quotes to shape your content approach.

Content Consumption

The internet is now doubling in size every two years. — The Content Advantage

 

 

Source: The Content Advantage

There will be 5.3 billion total Internet users (66 percent of the global population) by 2023. — Cisco

 

 

Source: Content Omniverse Fact Sheet

85% of American adults now own a smartphone of some kind, up from 35% in the spring of 2011. […] 15% of adults are “smartphone-only” internet users, meaning they own a smartphone, but do not have traditional home broadband service. — Pew Research Center

 

 

Source: Mobile Fact Sheet

Forrester predicts marketing message volume will increase by 40% in 2021 as brands continue to compete to be top-of-mind to consumers amid a slow recovery from the pandemic. — Forrester

 

 

Source: Content Marketing Fact Sheet

Nearly 40% of senders have simplified their emails to increase authenticity and nearly a third have also adapted their tone to become more human. — Mailjet

 

 

 

Source: Email Fact Sheet

The amount of time adult social network users spend on social media platforms—which grew by 13 minutes in 2020—will remain higher than before the pandemic, at 1 hour and 35 minutes per day in 2021. — eMarketer, US Social Media Usage 2021

 

 

Source: Social Media Fact Sheet

The majority of online video is now watched on a smartphone, and mobile is forecast to account for 72% of the growth in spending on online video advertising. — Forrester

 

Source: Mobile Fact Sheet

Nearly two in three American adults (64%) say fabricated news stories cause a lot of confusion when it comes to the basic facts of current news and events. — Pew Research Center

 

 

Source: Credibility + Trust Fact Sheet

In 2021, 41% of Americans ages 12 or older said they listened to a podcast in the past month, up from 37% in 2020 and 9% in 2008. — Edison Research and Triton Digital, The Infinite Dial

 

 

Source: Content Omniverse Fact Sheet

Millions of blogs get published every day. The average blog post is now 1,416 words, up from 808 in 2014  — Orbit Media Studios, 87th Annual Blogging Survey

 

 

Source: Content Marketing Fact Sheet

Content Operations

“If a company does not elevate content to a cohesive core competency, then the company is likely to suffer problems that make content ineffective and that make its operations inefficient at scale.” — Colleen Jones, Founder of Content Science

 

 

Source: The Content Advantage

44 percent of digital leaders collect and analyze customer data at least weekly to identify new ways of winning over buyers, compared with just 16 percent of laggards, which, on average, dig into customer data only monthly. — McKinsey

 

 

Source: The Content Future

Leaders who communicate a clear vision for content are 5 times more likely to report success than those who do not. — Content Operations Study, 2021

 

 

Source: Content Operations Study

There are five levels of Content Operations:
1. Chaotic, 2. Piloting, 3. Scaling, 4. Sustaining, and 5. Thriving.

Forty-six percent of organizations are at levels 1 and 2, the earliest stages of content operations maturity. Compared to our 2017 update, more organizations are at these low levels.

— Content Operations Study, 2021

 

 

Source: Content Operations Study

“To scale operations for your content marketing program use data to optimize your content planning and production.” — Colleen Jones, Founder of Content Science

 

 

Source: Introduction to Content Marketing Course, LinkedIn Learning

Organizations that report being very successful with content are more likely to be at a higher content operations maturity level. More than half of the very successful are at the two highest levels of maturity: 41% were at level 4 and 14% at level 5. — Content Operations Study, 2021

 

 

Source: Content Operations Study

“[To mature your content operations] you need to know what you’re trying to achieve, always be willing to learn and iterate, and figure out what your team does best.” Lymari Morales, Associate Dean for Communications and Marketing, Bloomberg School of Public Health

 

 

Source: Content Visionaries: Content Operations Maturity at the Bloomberg School of Public Health

 

“Our content operations research has repeatedly found that content leaders and their teams face no shortage of challenges. A content playbook helps overcome most of the top challenges by bridging strategy and execution.” — Content Science Review

 

 

Source: What Is A Content Playbook?

“When it comes to voice, the most successful organizations: Have executive buy-in, Make stakeholders aware, Train content teams and partners, Set up accountability, and Use technology to help automate adherence and evaluate impact.” — Content Science and Acrolinx: Scaling Voice Report

 

 

 

Source: Scaling Voice Report

Content Intelligence + Effectiveness

Just 35% of content professionals regularly evaluate content impact and success. — Content Science

 

 

Source: Content Operations Study

“We find that when there isn’t a lot of thought to strategy…about 20% of content is having 80% of the results.” — Colleen Jones, Interview with MarketMuse

 

 

Source: How to Predict and Measure Content Success

Not knowing whether your content is working for your customers or users brings real costs and risks to your business, including wasting money on content efforts because decisions are not guided by evidence. — Content Science

 

 

Source: Evaluating Content Effectiveness

A content measurement plan provides a framework for measuring success that you can use across your organization to inform decisions around strategy and execution. By having this in place, you can: Validate your content strategy and support meaningful conversations around it, Configure your owned channels for effective analytics, and Identify gaps in analytics you may need to fill. — Content Science Review

Source: How to Create a Content Measurement Plan

71.7% of people who said that content [in a digital experience] was not relevant indicated the content was too general. — ContentWRX

 

 

Source: The Content Advantage

Channel analytics can give you more specific details than web analytics about who your [content] audience is. For example, Facebook Audience Manager and Twitter Audience Insights can tell you demographics, interests and more.” — Colleen Jones, Founder of Content Science

 

 

Source: Introduction to Content Marketing Course, LinkedIn Learning

Content professionals who reported the ability to evaluate content’s impact and the freedom to experiment with content options were significantly more likely to report content success. — Content Science

 

 

Source: Content Science, Content Operations + Leadership Benchmark Study

People who reported that content was easy to find were significantly more likely to report that it was accurate, relevant, and useful than were people who experienced difficulty (but eventually found the content they needed)—86.2% versus 39.4%. — ContentWRX

 

 

Source: The Content Advantage

Content Channels

The average journalist receives over 5 pitches per day but writes fewer than 5 stories a week, only a quarter of which come from pitches. When it comes to pitches, 91% of journalists prefer pitches under 200 words. Nearly half (46%) prefer 1-200 words and a quarter (25%) prefer under 100 words. — Muck Rack

 

Source: Credibility + Trust Fact Sheet

Email generates $42 for every $1 spent, which is an astounding 4,200% ROI, making it one of the most effective options available. — Hubspot

 

 

Source: Email Fact Sheet

The global conversion rate—people who visit websites to convert (buy a product, for example)—still hovers around 2 to 4 percent. That rate range has not changed since 2003. Monetate Ecommerce Quarterly Index

 

 

Source: The Content Advantage

Marketers who send fewer than three emails receive a reply rate of just nine percent. But if a marketer sends between four and seven emails, their reply rate jumps to 27 percent. — Woodpecker

 

 

Source: AI and Automation: The Future of Content Marketing?

51% of consumers are willing to use artificial/virtual reality (A/VR) technology to assess products. — Nielsen

 

 

Source: Content Technology Fact Sheet

By 2022, the influencer marketing industry could be worth up to $15 billion, up from as much as $8 billion in 2019. But, the Federal Trade Commission is concerned that “fake accounts, fake likes, fake followers, and fake reviews are now polluting the digital economy, making it difficult for families and small businesses looking for truthful information.” — Federal Trade Commission

 

 

Source: Credibility + Trust Fact Sheet

More than half (55.4 percent) of internet users use their mobile phones to purchase products online and seven in ten (69.4 percent) say they use shopping apps on their mobile devices—be it a phone or a tablet. — DataReportal

 

 

Source: Mobile Fact Sheet

Eighty percent of marketers find influencer marketing to be effective. And, 89% say ROI from influencer marketing is comparable to or better than other marketing channels. — MediaKix

 

 

Source: Influencer Marketing Fact Sheet

Misinformation is a top 10 threat to growth. — PwC 24th Annual Global CEO Survey

 

 

Source: Credibility + Trust Fact Sheet

Content Automation + Personalization

“AI is the only way we’re going to be able to deal with the fact that the demand for content is increasing exponentially. We’re going to have to automate the production of certain aspects of content.” — Noel McDonagh, Dell EMC

 

 

Source: The Content Advantage

Companies fully invested in online personalization will outsell companies that have not by more than 30%. — Gartner

 

 

Source: The Content Future

Creating personalized messages and experiences requires intimate knowledge of customer journeys, relevant content that drives action, and technology that helps deliver and measure experiences. Brands need to be extremely thoughtful in how they personalize their content today…focus on showing customers you can help them first. – Gartner, Rethinking Personalization for Maximum Impact

 

 

Source: The Content Future

22% of organizations are using AI or machine learning in some capacity related to content. This is up from 15% in our 2017 study. — Content Operations Study

 

 

Source: Content Operations Study

73% of executives say their organizations have embarked on a path to intelligent automation, up 58% from 2019. Those organizations range from piloting, with 1 to 10 automations (37%), to scaling, with 51 or more automations (13%). — Deloitte

 

 

Source: How to Start a Content Automation Initiative

“When we engineered and architected GovHub, we kept content fluidity as a goal. Even though websites are our primary way of delivering information, we need to be future-ready. Now you don’t need a special Alexa skill to read georgia.gov content because Alexa or Google Home automatically reads information from georgia.gov or GovHub hosted websites. The way we changed and modified our content made it machine visible and readable.” —  Nikhil Deshpande, Georgia’s Chief Digital Officer

 

 

Source: How Georgia’s Digital Office Overhauled Its Approach To Content Management

“Advanced personalization technology can enable you to offer content based on your customers’ behavior, their roles, their preferences, or a combination.” — Colleen Jones, Founder of Content Science

 

 

Source: Introduction to Content Marketing Course, LinkedIn Learning

Executives are most likely to say process fragmentation and a lack of IT readiness are the top barriers to scaling intelligent automation. — Deloitte

 

 

Source: How to Start a Content Automation Initiative

“Since launching [personalized content in the Weather Channel’s mobile app], we increased performance in double digits across all priority metrics, including visits per user, sponsorship traffic, total impressions, and retention.” — Lindsey Howard, The Weather Channel

 

 

Source: Forecasting What Mobile Users Want: A “Sunny Day” Strategy for any Type of Weather

Almost half of organizations are trying to offer personalized content experiences, up from 38% in our 2017 study. 65% of organizations that offer personalized content experiences report using behavior criteria such as previous content viewed. 50% report using demographic criteria. — Content Operations Study

 

Source: Content Operations Study

Marketing AI can take you a long way, but it’s up to humans to do the work of making the content, promoting it well, and connecting with an audience.” — Brandon Andersen, Ceralytics

 

 

Source: AI Is Not The Silver Bullet to Defeat Your Marketing Monsters

If brands fail to offer a personalized experience, 45% of consumers say they’re likely to take their business elsewhere. — Segment

Source: Content Personalization Fact Sheet

“Top growers … leverage brands effectively by not only listening to the voice of consumers but listening in a tailored way to serve them with personalized offerings backed by real-time data analytics and tailored pricing and promotion.” —  McKinsey

 

 

Source: Content Personalization Fact Sheet

“Automation will in some ways make the lives of content professionals easier (push-button omnichannel content publication) but it could very well go wrong too (creepy chatbots replacing talented writers). Content professionals will need to focus where their true value is—as an article by McKinsey states, we need to ‘take the robot out of the human’, and work to be tech-savvy enough to make automation work for us, humans.” —  Marie Girard, IBM cloud AI software

 

 

Source: Content Skills in the Automation Era

Get these facts on presentation-ready slides over at Content Science Review