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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 more than 4 billion internet users worldwide – that’s more than 50% of the world’s population.  —Hootsuite

26% of Americans now report that they go online “almost constantly.” — Pew Research

Online sales in China amounted to $1.33 trillion in 2018 and will top $6 trillion in 2020. — DigitalCommerce360

69% of all adults have at least one social media site, while 86% of adults ages 18-29 utilize some sort of social media.  — Pew Research Center

Video is projected to claim more than 82% of all web traffic by 2022. — Cisco

68% of adults in the U.S. use Facebook, while 35% use Instagram, 29% use Pinterest, 25% use LinkedIn, and 24% use Twitter.          — Pew Research Center

42% of the world’s population are active social media users, and 3 billion – or 39% – are strictly mobile users.  —Hootsuite 

Only 29% of people want to talk to a salesperson to learn more about a product, while 62% will consult a search engine. — Hubspot

47% of buyers viewed 3-5 pieces of content before engaging with a sales rep.—Demand Gen Report

Content Vision + Leadership

18% of content users report “doing nothing” after viewing content, 35% conduct more research, and 17% share, ContentWRX data shows.

“Companies connect with customers through all types of channels — email, TV, direct mail, social media, etc. — and in leveraging all of or a few of these, one key component is having effective content.” —Drew Bailey, FedEx

87% of 101 survey respondents said a content leader who provides vision, direction, and inspiration is critical to a content team’s success. — The Content Advantage: The Science of Succeeding at Digital Business through Effective Content

Global spending on content marketing is predicted to hit $413 billion worldwide by 2021, more than doubling its 2016 total of $196 billion. —  Technavio

B2B content marketers increased spending on content creation by 46% in the last 12 months and 35% maintained their budget at the same level. —  B2B Content Marketing 2020 Benchmarks, Budgets, and Trends

“Change, adapt, and survive. Or don’t. There’s no middle ground. That’s true whether you’re leading a content team, a Fortune 500 enterprise, a small business, or anything in between.” —Cory Bennett, AT&T

81% of survey respondents reported an environment that encourages creativity and innovation as very important or critical to a content team’s success. — Content Science, Content Leadership Study

If your organization is serious about maturing your content capacity and practice, you will need content leadership at individual, team, and corporate levels.” Colleen Jones

Content Teams

“When we started [our content] inventory, we discovered that almost every part of the organization was playing a role in content creation: marketing, sales, developer communities, technical documentation, training, support, services. We ran into content-related roles and teams we had no idea existed. A lot of the work had to do with finding out who was doing what, and putting them in contact with each other.”  Marie Girard, IBM


“What was helpful for us was to sit down with other content teams and walk through the data in as much of an objective framework as possible and go through the external and objective reporting that comes from ContentWRX and other tools to see how we might solve 1 or 100 content issues.” Kelley Graham, American Cancer Society

73% of respondents reported that content team members are motivated by opportunities to grow and develop.  Content Science, Content Leadership Study

48.6% of leaders who have communicated their vision indicated their content operations are very or extremely successful, while just 8.9% of leaders who have not communicated their vision reported these levels of success.       Content Science, Content Operations + Leadership Study

Employees at Starbucks, IBM, Reebok, and Dell are encouraged to speak on behalf of the brand to vendors and customers. And this is smart business according to the 2018 Edelman Trust Barometer, showing people trust employees more than CEOs.

56% of 101 content team members surveyed say ambiguous goals and micromanagement cause them to become disengaged. — Content Science, Content Leadership Study

62.5% of content leaders and teams do not regularly evaluate or measure content effectiveness and success.—Content Science, Content Operations + Leadership Study

“Four key roles are key to maturing your content capacity: Content strategist, content designer, content engineer, and content analyst.”

— Colleen Jones

Only 27% of content team members surveyed said their rate of creating content was how they gauged success. — Content Science, Content Leadership Study

Content Intelligence + ROI

“If you have important content questions your data isn’t telling you (and you likely do in the engagement category), work with your IT and web teams to put the correct infrastructure in place.” — Mike Barton, Adobe

“Our data-focused and collaborative approach resulted in far less escalations and emotional pleas from our stakeholders and demonstrated that we were not reducing content just to reach a target, but rather to change the culture for how we execute marketing.” Scott Rosenberg, Intel

62% of companies said a lack of standardized content strategies across their organization prevents them from achieving the level of Content Maturity they desire.              —Content Science, Content Leadership Study

IBM notes 80% of all data is unstructuredtext and even numbers that are not in a data model.

Inc. shares 70% of internet users want to learn about products through content versus through traditional advertisements, and Swift Networks reveals 79% think the mobile content and ads they see from retailers are irrelevant.

Global spending on content marketing is predicted to hit $413 billion worldwide by 2021, more than doubling its 2016 total of $196 billion. — Technavio

Only 35% of content teams surveyed said they evaluate content ROI. — Content Science, Content Leadership Study

70% of marketers lack a consistent or integrated content strategy. — Curata

Content Channels

PwC predicts that VR content will potentially generate $21.2 billion a year in revenue by 2022, with gaming revenue staying ahead of video content.

The average ContentWRX score rose 7.45% on mobile/tablet in 2016, indicating mobile content experiences are improving.

88% of consumers who search for a type of local business on a mobile device call or go to that business within 24 hours. — AppSheet

75% of in-store shoppers use mobile devices while shopping, and as many as 25% of shoppers use mobile devices to make purchases while in-store. — Adweek

94% of companies in the Inc. 500 have a LinkedIn account, 88% have a Facebook account and 79% have Twitter accounts, while 97% of Fortune 500 companies have a LinkedIn. — UMass Dartmouth

89% of consumers report simultaneous use of the TV and smartphone. — Deloitte

Consumers check their smartphone a combined 14 billion times per day. — Deloitte

Content Technology

80% of large companies report having a Chief Marketing Technologist role, states Organizations with CMTs or equivalent positions are generally ahead of their peers in digital marketing maturity, Gartner reported.

By 2020, 50 percent of companies will use cognitive computing to automate marketing and sales interactions with customers, reports IDC Research.

Sales and marketing alignment can improve sales efforts at closing deals by 67% and help marketing generate 209% more value from their efforts. — Marketo

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

Companies who fully invest in modern personalization will outsell their competitors by 20%. — Forrester

Marketing automation drives a 14.5% increase in sales productivity and a 12.2% reduction in marketing overhead. Nucleus Research

82% of marketing departments lack the data framework to unify technologies. CMO Council and Tealium

The number of apps in the Apple App Store is expected to reach 5 million apps by 2020, while the average user only uses 27 per month.

Personalizing even a single aspect of the customer experience takes sustained investments in customer data and analytics—including spending on data management and analytic tools. — Gartner

“With the growing use of voice-activated systems, ‘conversational’ content design will also become increasingly important.” — Joseph Dickerson, Microsoft

Companies who put data-driven personalization at the center of marketing and sales decisions improve ROI by 15-20% or more. — McKinsey

Source for All Content Facts: Content Science Review