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Global use of content marketing – Image: Xpert.Digital

In a survey of global marketers conducted in mid-2019, 91 percent of respondents stated that they already use content marketing as part of their advertising efforts. Furthermore, 77 percent indicated that they have a content marketing strategy within their organization.

Global use of content marketing in 2019

• 91% – Yes
• 9% – No

Global spending on content marketing in 2019 – Image: Xpert.Digital

In a global survey conducted in mid-2019, 46 percent of marketers surveyed reported that their company spent up to $10,000 on content marketing efforts that year. Two percent of industry professionals surveyed indicated that their content marketing budgets for 2019 ranged 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.

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What content marketing tactics are used in B2B communication 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 indicated that they use in-person events in their content marketing campaigns.

In a July 2020 survey of North American marketers, 42 percent of respondents indicated they were using in-person events in their content marketing campaigns. This appears to be a direct result of the coronavirus pandemic and its impact on the industry. In fact, 67 percent of the surveyed marketers reported using some form of virtual event as part of their content marketing strategies.

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

• 93% – Blog posts/short articles
• 77% – Email newsletters
• 68% – Case Studies
• 69% – Videos (pre-produced)
• 67% – Virtual events/webinars/online events
• 65% – Infographics/Diagrams/Photos/Data Visualization
• 54% – E-books/guides
• 47% – Whitepapers
• 42% – Personal events
• 32% – Long text (e.g., articles with more than 3,000 words)
• 29% – Videos (livestreaming content)
• 28% – Research reports
• 26% – Podcasts
• 16% – Digital magazines
• 11% – Print magazines
• 5% – Printed books
• 5% – Other

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• Most effective social media advertising formats for PR and content marketing, for both B2B and B2C
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Which content marketing tactics are used in B2C communication worldwide? – Image: Xpert.Digital

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

What 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% – Personal events
• 35% – Videos (livestreaming content)
• 29% – E-books/guides
• 24% – Case Studies
• 22% – Long text (e.g., articles of 3,000 words or more)

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

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

Period during which agencies offered content marketing services to clients in the USA

We offer the 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

Offering specialized services in the field of content marketing

• 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 numerous further insights into figures, data and facts that can help you optimize and expand your marketing:

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

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