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 vision and strategy.

Content Consumption

The internet is now doubling in size every two years, resulting in 50-fold growth of content and data from 2011 to 2020. — The Content Advantage

 

 

Source: The Content Advantage

69% of adults in the U.S. use Facebook, 37% use Instagram, 28% use Pinterest, 27% use LinkedIn, and 22% use Twitter. — Pew Research Center

81% of American adults now own a smartphone of some kind, up from 35% in the spring of 2011. […] Roughly one in five 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

Mobile accounts for more than 50% of all opens, and mobile users check email 3x more often than desktop users. —  Campaign Monitor

 

 

Source: Mobile Fact Sheet

The average person receives over 140 emails per day—one every three and a half minutes. — The Radicati Group

 

 

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

74% of U.S. adults who use Facebook say they visit it at least once a day. — Pew Research Center

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

U.S. consumers now spend more time with their mobile devices than they do watching TV. The average adult spends three hours on a smartphone each day. — eMarketer

 

 

Source: Mobile Fact Sheet

51% of Americans 12+ have ever listened to a podcast, with 32% reporting listening in the past month, and 22% in the past week. Podcasting’s “Share of Ear” has more than doubled in five years, increasing 122% since 2014. All key demographics grew, but much of the increase in podcasting has come from Americans age 12-24. — Edison Research

Data-driven content builds your brand credibility and drives more web traffic and social shares than other types of content. — Buzzsumo

Source: The 7 Key Skills You Need to Build a Powerhouse Content Marketing Team

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: McKinsey Quarterly, The drumbeat of digital: How winning teams play

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

 

 

Source: Content Operations + Leadership Benchmark Study

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

Content professionals are most likely to say their company is at level 3, Scaling—expanding formal content operations across business functions.

Only 5% indicated their content operations were Thriving—innovating and seeing true ROI.
— Content Science

Source: Content Operations + Leadership Benchmark 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

The most common places an association content strategy practice starts is in the marketing (27%), education or professional development (18%), or communications (14%) department. — Association Content Strategies for a Changing World

 

 

Source: How to Improve Your Content Strategy Maturity, Part 1

“As design teams grow and begin creating, launching, and re-creating, they need documentation to guide everyone along to make consistent experiences. Design systems or pattern libraries are often the answer. But research shows that only about 30% of design systems include guidelines for content such as voice and tone.” – Michael Haggerty-Villa, Intuit Principal Content Designer and Strategist

 

 

Source: Content: The Next Big Thing For Design Systems

“Effective content starts not with strategy but with a vision that is clear, ambitious, and unique.” – Colleen Jones, Founder of Content Science

Source: The Content Advantage

Global leadership advisory and search firm Russell Reynolds Associates has identified more than 60 content executives within leading non-media organizations; about 50% of them were hired in just the past two years. — Russell Reynolds Associates

Content Intelligence + Effectiveness

Only 32% of content teams regularly evaluate content effectiveness or impact. The most frequent reason why is vague goals.— Content Science

 

 

Source: Content Science, Content Operations + Leadership Study

Only 35% of content teams say they have evaluated the ROI of their content. — Content Science

 

 

Source: The Content Advantage

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 EFFECTIVENES

Only 10 percent [of brands] are personalizing experiences using uniquely mobile data or features. — Forrester

 

 

Source: Mobile Fact Sheet

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

“Last year [2018] Google added a Topic Layer to its Knowledge Graph.
Topic is the new keyword.” – Jeff Coyle, MarketMuse

 

 

Source: Google’s New Topic Layer and Its Impact on Content

The average email open rate across all industries is 21.33%. — Mailchimp

 

 

Source: Email Marketing Benchmarks, Mailchimp

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?

“Content marketing as an industry is growing at lightning speed, and it’s creating lots of opportunity for entrepreneurs and investors. Just look at the rise of companies like Kapost (content operations workflow management), BuzzSumo (content curation and analytics), and ClearVoice (a content creation and marketing platform).” – Colleen Jones, Founder of Content Science

 

 

Source: What Is Content Marketing?

The platforms many marketers use to build their messaging campaigns haven’t evolved to meet the standards of the new multiple-channel world. 57 percent of enterprise marketers have to build each channel in its own UI and 74 percent said their cross-channel teams are all or mostly siloed. — MessageGears

 

 

Source: Silos Are Killing Your Personalization Efforts

Mobile conversions increased from 39% in 2018 to 49% in 2019. But desktop users are still more likely to convert—desktop visitors convert 60% more than mobile visitors, and conversions from a desktop device are worth 93% more than mobile conversions. — AccuraCast

Seven out of 10 U.S. agency and marketing professionals advertise in influencer videos, and 43% expect to spend more on the format in 2019. — eMarketer

Multiple studies find digital, dynamic signage captures customer attention significantly more than static signage. And in one study, digital signage industry experts said they are most excited about video walls, interactive signage, and LED developments. — Samsung

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

Just 18 percent of marketers are currently using AI in their martech stack. — Demandbase

 

 

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

Over 80 percent of CEOs consider artificial intelligence and machine learning either “very important” or “extremely important” to the future of the company—a huge increase from 54 percent in 2016. — Colleen Jones, Founder of Content Science

 

 

Source: The Content Advantage

“The use of analytics to inform the creation of a personalized or bespoke experience is something myself and my design teams have pursued in the past—now, because of GDPR, CCPA and other regulations, I have to be mindful about how I use data and for what purpose.” – Joe Dickerson, UX Leader with Microsoft, Deluxe Corporation, Fiserv

 

 

Source: The Future of Content Experience

“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

34 percent of enterprise marketers have moderate to significant difficulties personalizing messages across email, push, and SMS. — MessageGears

 

 

Source: Silos Are Killing Your Personalization Efforts

“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

54% of marketers report seeing a lift of more than 10% from their personalization efforts. 13% see a lift of more than 30%. — Evergage

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

‘Hyperautomation’ combines machine learning (ML), packaged software, and automation tools to deliver work. For UX teams, hyperautomation means more opportunities to leverage cross-platform solutions such as cloud computing and localized hardware to envision and design ‘end-to-end’ automated experiences.” – Joe Dickerson, UX Leader with Microsoft, Deluxe Corporation, Fiserv

 

 

Source: The Future of Content Experience

“I have no doubt technology will be able to do much more for content in the future. No matter what those [technology] capabilities are, companies that view content as a system will be better able to accommodate the machine capabilities and shift the roles of people to make the most of those capabilities.” – Colleen Jones, Founder of Content Science

 

 

Source: The Content Advantage

“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