Set Your Strategy with These 28 B2B Content Marketing Stats

As someone who’s been working in the field for more than a decade, I can tell you first-hand: content marketing is in a constant state of change. That’s exactly what makes it so exciting as a profession. No two days are ever the same, and best practices are evolving faster than a T-Rex in a time machine.

Content has been accumulating online for 30 years now. It’s hard to be unique. The clichéd “marketing is always changing” intro theme I just hit you with is decidedly not unique, but in fairness I did spice it up by inventing an entirely new proverb to cap it off.

The bottom line: You’ve got to stay creative to stay ahead and differentiate. It also pays to have a strong understanding of the industry landscape. With that in mind, we gathered some of the most compelling insights from recent research to highlight the current state of B2B content marketing.

Mixed in, you’ll find insights and opinions from our team of experts about what these B2B content marketing stats mean, plus resources to act on opportunities.

28 B2B content marketing stats to guide your strategy

All of the below stats have been vetted for legitimacy and timeliness. Multiple findings are cited from the following sources:

B2B Content Marketing Trends 2024 (CMI)
B2B Marketing Benchmark 2024 (LinkedIn)
2023 Content Preferences Survey Report (Demand Gen Report)
2023 B2B Influencer Marketing Report (TopRank)
2024 B2B Marketing Mix Report (Sagefrog)

Challenges and barriers

Only 41% of B2B marketers have a documented B2B content marketing strategy. (Gartner)

“Document your strategy! Your strategy is your single source of truth. It can be updated and adjusted as needed to meet changing demands, but that strategy will communicate to all stakeholders what’s come before, what’s coming next, and what’s possible.” – Theresa Meis, Content Marketing Manager, TopRank Marketing

B2B marketers cite “creating the right content for our audience” as the No. 1 content creation challenge. (CMI)

The average B2C blog post gets 9.7X more shares than a post published on a B2B site. (Backlinko)84% of B2B marketers say integrating or correlating content performance data across multiple platforms is moderately or very challenging. (CMI)

93% of B2B content gets zero links from other websites. (Backlinko)

Read on our blog: The 6 Fundamentals of an SEO Link Building Strategy

48% of B2B marketers say “not enough content repurposing” is their biggest barrier to scaling content production, ahead of all others. (CMI)