Content Marketing Statistics 2015

Survey: The State of Content Marketing 2015

We surveyed 611 respondents who were primarily between the ages of 25 and 54. A number of industries were represented, with the largest percentages coming from the Advertising & Marketing (10.84%) and Telecommunications (12.81%) sector. Respondents were made up of a broad cross section of job seniority levels, from owners and CEOs to managers and team leads. Responses were gathered from both organic and paid sources.

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How often do you release new content?
  • 75% of content marketers say they release new content at least monthly – with over half publishing weekly or more often.
  • 'Weekly' was the most popular individual response, with around 36%.
  • 13% of content marketers release content on just an annual basis.
The State of Content Marketing 2015
What is the primary reason you use content?
  • 29% of content marketers say they use content to generate brand awareness.
  • 1 in 4 say they primarily use it to generate leads.
  • 14% say they use content to drive traffic to their website.
  • Just 6% of content marketers say their primary motivation is to increase revenue from existing customers.
The State of Content Marketing 2015
Do you create content in house or use an agency?
  • 68% of content marketers say they create content internally.
  • Only 8% exclusively use an external agency for content creation.
  • Around 1 in 4 content marketers say that they mix and match – creating some content in house, and outsourcing other material to an agency.
The State of Content Marketing 2015
What length of blog article do you find most effective?
  • 68% of content marketers believe that blog length should be anywhere up to 1,000 words.
  • Only 12% feel that longer than 1,000 words is an ideal length.
  • 20% of content marketers said they weren't sure what was the most effective length for a blog article.
The State of Content Marketing 2015
Do you have a defined strategy for content marketing?
  • Less than half of content marketers say they have a defined content marketing strategy.
The State of Content Marketing 2015
If yes, how often is it reviewed?
  • Where strategies are in place, they seem to be reviewed fairly regularly.
  • 68% of content marketers with defined content strategies say they review these plans monthly or quarterly.
  • 11% said they review their content plans once a year, and 6% said every other year.
The State of Content Marketing 2015
Do you struggle to convince colleagues or management of the value of content?
  • 29% of content marketers say they face a battle to convince others in their organization.
  • 71% of content marketers don't seem to have a problem with securing internal buy-in.
The State of Content Marketing 2015
Content marketing is an important part of our marketing strategy
  • 70% believe content to be an important part of their marketing strategy.
The State of Content Marketing 2015
Content marketing is essential for our business
  • 72% of content marketers feel that content marketing is essential for their business.
The State of Content Marketing 2015
Customers expect content from us
  • 65% of content marketers think it's something their customers expect from them.
The State of Content Marketing 2015
Content marketing provides a positive ROI
  • 63% of content marketers agree or strongly agree that it provides a positive ROI.
The State of Content Marketing 2015
Your content marketing has led to a greater understanding of your product or service
  • 73% feel it's helped build a greater understanding of their product/service.
The State of Content Marketing 2015
Your content marketing has led to an increase in site conversions
  • 63% feel that content on their website has led to an increase in site conversions.
The State of Content Marketing 2015
Your content marketing has led to an increase in organic traffic
  • 64% believe that content marketing has increased their organic traffic.
The State of Content Marketing 2015
Your content marketing has led to an increase in search engine rankings
  • 59% believe content has led to increased search engine rankings for their business.
  • Interestingly, 31% responded that they were 'neutral' on this point.
The State of Content Marketing 2015
Your content marketing has led to an increase in leads
  • 67% say content marketing has led to an increase in leads.
The State of Content Marketing 2015

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Your content marketing has led to increased brand awareness
  • 74% believe their content marketing efforts have led to increased brand awareness.
The State of Content Marketing 2015
Do you believe content you create should follow your brand style?
  • 76% of content marketers feel that content should follow brand style.
The State of Content Marketing 2015
Do you believe content you create should explain how products or services work?
  • 76% of content marketers feel that their content should explain how products or services work.
The State of Content Marketing 2015
Do you believe content you create should educate or inform?
  • 83% of content marketers feel that content should educate or inform.
The State of Content Marketing 2015
Do you believe content you create should entertain?
  • 64% of content marketers believe that content should entertain.
The State of Content Marketing 2015
Do you believe content you create should provide actionable information?
  • 76% of content marketers agree that content should provide actionable information.
The State of Content Marketing 2015
Which channels do you use to market your business?
  • Nearly 82% of content marketers report that they use social media to market their business. While this makes it the most popular response, it's also somewhat surprising that over 18% of respondents said they don't use social.
  • PPC is the least commonly cited channel with just 28% - lagging way behind SEO (45%.) This could be indicative of tight budgets and a focus on the long-term holistic benefits of SEO.
The State of Content Marketing 2015
Do you expect to spend more or less on content marketing in 2015 when compared with 2014?
  • 86% of content marketers say they plan to spend more or maintain their spending in 2015.
  • Just 7% of content marketers say they'll reduce spending in 2015.
The State of Content Marketing 2015
Approximately how much did you invest in content marketing in 2014?
  • The majority of content marketers seem to be working with pretty tight budgets. Most respondents reported spending less than $1,000 in 2014.
  • 66% said they spent $10,000 or less.
The State of Content Marketing 2015
Approximately what percentage of your marketing budget will be allocated to content marketing in 2015?
  • 1 in 10 respondents said they would be spending half of their entire 2015 marketing budget on content.
  • 68% said they'll spend 30% or less – the majority of these (24%) are actually pushing less than 10% of their overall marketing budget towards content.
The State of Content Marketing 2015
Do you measure your content marketing ROI?
  • 53% of content marketers say they don't measure content marketing ROI.
The State of Content Marketing 2015
Does content marketing give you a positive ROI?
  • Where ROI is being measured, it seems to be positive.
  • Only 12% of content marketers said they don't feel content gives them a positive ROI.
  • 38% said they were unsure.
  • The remaining 50% gave a firm 'yes.'
The State of Content Marketing 2015
Can you quantify your ROI?
  • 33% of content marketers believe it brings in at least double the return on their original investment.
  • Only 5% of respondents say that content gives them a negative ROI.
The State of Content Marketing 2015
Is your content marketing ROI increasing or decreasing?
  • 58% of content marketers feel that ROI on their content marketing efforts is either increasing or remaining stable.
  • Only 5% felt that their ROI decreased year-over-year.
  • Again, 37% of respondents said they weren't sure.
The State of Content Marketing 2015
Have you found a new brand through their content marketing in the past?
  • 55% of content marketers say they've discovered a new brand through content marketing, compared to 33% who hadn't.
The State of Content Marketing 2015
Have you bought from a brand after signing up for their content?
  • 1 in 2 content marketers reported that they've subsequently bought from a brand after consuming their content.
The State of Content Marketing 2015
My favourite type of content to consume is...
  • 64% of content marketers say that they prefer to consume content by browsing a website.
  • Nearly 22% say they prefer to watch video.
The State of Content Marketing 2015
I find social media to be an effective content marketing medium
  • 70% of content marketers either agree or strongly agree that social is an effective tool for content marketing.
The State of Content Marketing 2015
I find video to be an effective content marketing medium
  • 58% of content marketers cite video as an effective channel.
The State of Content Marketing 2015
I find Case studies to be an effective content marketing medium
  • 49% of content marketers say they believe case studies to be an effective tool.
The State of Content Marketing 2015
I find guides to be an effective content marketing medium
  • 48% of content marketers agree or strongly agree that guides are an effective medium.
The State of Content Marketing 2015
I find Slideshare presentations to be an effective content marketing medium
  • 23% of content marketers don't use Slideshare presentations
  • 44% of content marketers agree or strongly agree that Slideshare presentations are an effective medium.
The State of Content Marketing 2015
I find infographics to be an effective content marketing medium
  • 43% of content marketers agree or strongly agree that infographics are an effective tool.
  • Less than 3% who use infographics disagree with their effectiveness.
  • Over a quarter (27%) say they have never used infographics.
The State of Content Marketing 2015
I find white papers to be an effective content marketing medium
  • 36% of content marketers feel that white papers are an effective content marketing medium.
The State of Content Marketing 2015
I find blogging to be an effective content marketing medium
  • 44% of content marketers agree or strongly agree that blogs are an effective content marketing tool.
  • Nearly 1 in 3 say they don’t currently blog.
The State of Content Marketing 2015
I find e-books to be an effective content marketing medium
  • 31% of content marketers say they agree or strongly agree with the effectiveness of e-books.
  • Over a third say they don’t use e-books.
The State of Content Marketing 2015
I find podcasts to be an effective content marketing medium
  • 29% of content marketers say they believe podcasting to be an effective technique for content marketing.
  • Nearly 40% say they don’t use podcasts, and a further 22% responded as ‘neutral.'
The State of Content Marketing 2015
Name a brand that's awesome at content marketing
The State of Content Marketing 2015

Want To See How We Can Help You?

Whether you’re just starting to look at video marketing, looking for some help and advice or know what you want, we can help. Our team of experts are happy to chat with no obligation to buy. We can give you tips on direction, style, length, script, graphics, animation, voiceover, music and promotion. We’ve been there and done it more than most - so let us help you.

Click here to contact us
or
Schedule a call with one of our experts