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Use of content marketing worldwide – Image: Xpert.Digital

In a survey of global marketers conducted in mid-2019, 91 percent of respondents said they already use content marketing as part of their advertising efforts. Additionally, 77 percent said they have a content marketing strategy in place in their organization.

Use of content marketing worldwide in 2019

• 91% – Yes
• 9% – No

Spending on content marketing worldwide in 2019 – Image: Xpert.Digital

In a global survey from mid-2019, 46 percent of marketers surveyed said their company spent up to $10,000 on content marketing efforts that year. Two percent of industry professionals surveyed said their 2019 content marketing budgets were between $500,000 and $5 million.

How much did companies spend on content marketing in 2019?

• 46% – $10,000 or less
• 17% – $10,000 to $25,000
• 15% – I don’t know
• 8% – $25,001 to $50,000
• 6% – $100,001 to $500,000
• 5% – $50,001 to $100,000
• 1% – $500,001 to $1 million.
• 1% – $1.01 to $5 million.
• 1% – more than $5 million.

Suitable for:

• Lobbying – a main field and marketing tactic of the public relations industry
• PR (Public Relations) and marketing services
• Agency power – from digital marketing to lobbying!

What content marketing tactics are used in B2B communications in North America? – Image: Xpert.Digital

This graphic shows the content marketing types and tactics used by B2B marketers in North America as of July 2019. During the survey, 73 percent of respondents said they use in-person events in their content marketing campaigns.

In a July 2020 survey of North American marketers, 42 percent of respondents said they use in-person events in their content marketing campaigns. Of course, this seems to be a consequence of the coronavirus pandemic and its impact on the industry. In fact, 67 percent of marketers surveyed said they use some form of virtual events as part of their content marketing strategies.

What content marketing tactics are used in B2B communications in North America?

• 93% – Blog posts/short articles
• 77% – Email newsletters
• 68% – case studies/case studies
• 69% – Videos (pre-produced)
• 67% – Virtual events/webinars/online events
• 65% – Infographics/diagrams/photos/data visualization
• 54% – e-books/guides
• 47% – White papers
• 42% – In-person events
• 32% – Long text (e.g. articles with more than 3,000 words)
• 29% – Videos (live streaming content)
• 28% – Research reports
• 26% – Podcasts
• 16% – Digital magazines
• 11% – print magazines
• 5% – Printed books
• 5% – Other

Suitable for:

• Most effective social media advertising formats for PR and content marketing, for B2B and B2C
• How much marketing team & marketing budget should it be?

Which content marketing tactics are used in B2C communication worldwide? – Image: Xpert.Digital

In a July 2020 survey of B2C content marketers from around the world (though predominantly from the US and Canada), 83 percent of respondents said they use blog posts or short articles as part of their content marketing efforts. Another 74 percent said they use email newsletters for their content marketing campaigns.

Which content marketing tactics are used in B2C communication worldwide?

• 83% – Blog posts/short articles
• 74% – Email newsletters
• 62% – Videos (pre-produced)
• 55% – Infographics/diagrams/photos
• 39% – Virtual events/webinars/online courses
• 37% – In-person events
• 35% – Videos (live streaming content)
• 29% – e-books/guides
• 24% – case studies/case studies
• 22% – Long text (e.g. articles of 3,000 words or more)

Period in which agencies provided content marketing services to clients in the US – Image: Xpert.Digital

A survey conducted in early 2019 found that four percent of agencies offering the full range of marketing services have had content marketing in their service portfolio for less than a year. For agencies that offer specialized content marketing services, this proportion was only one percent.

Period of time that agencies have provided content marketing services to clients in the United States

Offer a full range of content marketing services

• 4% – less than 1 year
• 14% – 1 to 3 years
• 31% – 4 to 6 years
• 19% – 7 to 9 years
• 32% – 10+ years

Offer specialized content marketing services

• 1% – less than 1 year
• 21% – 1 to 3 years
• 28% – 4 to 6 years
• 19% – 7 to 9 years
• 30% – 10+ years

We provide you with further numerous insights into numbers, data and facts that can help you optimize and expand your marketing:

• Customer Demographics Library – Demographics Knowledge Base (PDF)
• Online Marketing Library (PDF)
• E-Commerce Library – Knowledge Base (PDF)
• Social Media Marketing Library – Knowledge Base (PDF)
• SEO Library – SEM knowledge database (PDF)
• Search Engine Advertising / SEA Library – Search Engine Advertising Knowledge Base (PDF)
• Extended Reality (XR) Library (PDF)

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• Marketing challenges. Are you new to the company or is your marketing no longer running smoothly? To do this, you should ask yourself three questions