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66 Content Marketing Statistics for 2022

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66 Content Marketing Statistics for 2022

According to a recent study, only 10% of marketers don’t use content marketing (spoiler alert). So for the remaining majority of marketers, and perhaps the unconvinced minority, we’ve curated, vetted, and categorized a list of up-to-date statistics that will help you make the best of 2022.

In this article, we’ll highlight the following:

Top content marketing statistics

Here are the most interesting content marketing statistics we think you should know.

  1. 82% of marketers are actively investing in content marketing, 10% report not using content marketing, and 8% are unsure if their company uses content marketing (HubSpot).
  2. 43% of B2B marketers have a documented content marketing strategy, and 60% of the most successful B2B marketers have a documented content marketing strategy (Content Marketing Institute).
  3. 69% of marketers actively invest time in SEO (HubSpot).
  4. 60% of marketers report that content marketing generates demand/leads. In addition, 70% of marketers say that content marketing helps to educate the audience, and 60% say that it helps build loyalty with existing clients/customers (CMI).
  5. Video is the primary form of marketing media being created in 2021, followed by blogs (used by more than half of marketing teams), then infographics (HubSpot).
  6. 73% of people admit to skimming blog posts, while 27% consume them thoroughly (HubSpot).
  7. 71% of marketers say that targeting strategic keywords is their top SEO tactic  (HubSpot).
  8. 51% of the businesses that invest in content marketing publish content every day (The Manifest).
  9. Although 32% of respondents say they are overwhelmed by the amount of content available, a majority (44%) say they typically consume three to five pieces of content before engaging with a vendor (DemandGen).
  10. 69% of respondents prefer to learn about a product or service from a short video. 18% prefer to read a text-based article, website, or post. 4% prefer to view an infographic. 3% prefer to download an ebook or manual. 3% prefer to attend a webinar or pitch. 2% prefer to receive a sales call or demo (Wyzowl).
  11. 81% of marketers view content as a core business strategy (CMI).

Content marketing strategy statistics

As you can see in the previous section, most successful content marketers have a documented content strategy. Here are some statistics to inspire your strategy.

  1. The top three primary goals of creating content are boosting sales, building relationships with customers, and increasing brand awareness (eMarketer).
  2. Content marketing generates over 3x as many leads as outbound marketing and costs 62% less (Demand Metric).
  3. 72% of the most successful marketers in North America measure the ROI of their content marketing (eMarketer).

B2B content marketing statistics

Here’s what B2B marketers say about their content marketing efforts.

  1. Only 4% of B2B marketers don’t plan to develop a content marketing strategy (CMI).
  2. 87% of B2B marketers prioritize the audience’s informational needs over the organization’s sales/promotional messages (CMI).
  3. Content creation is the most outsourced content marketing activity among B2B marketers (CMI).
  4. The top three organic content distribution channels used by B2B marketers are social media, email, and their organization’s blog/website (CMI).
  5. LinkedIn is used by 96% of B2B content marketers (CMI).
  6. Only 28% of B2B marketers don’t use paid content distribution channels (CMI).
  7. 78% of B2B marketers employ keyword research for SEO while creating content (CMI).

B2C content marketing statistics

Let’s see how answers given by B2C content marketers compare to their B2B counterparts.

  1. Only 6% of B2C marketers don’t plan to develop a content marketing strategy (CMI).
  2. Content creation is the most outsourced content marketing activity among B2C marketers (CMI).
  3. The top three organic content distribution channels used by B2C marketers are social media, email, and their organization’s blog/website (CMI).
  4. The top three most often used content formats by B2C marketers are blog posts/short articles, email newsletters, and videos (CMI).
  5. B2C marketers who use at least two organic social media platforms report that Facebook (59%) and Instagram (21%) produce the best overall content marketing results (CMI).
  6. Only 28% of B2C marketers don’t use paid content distribution channels (CMI).
  7. 73% of B2C marketers employ keyword research for SEO while creating content (CMI).

Organic search statistics

As our collected statistics have already proven, most content marketers do keyword research and invest in SEO. In other words, they invest in organic search. Let’s see what else we can find about this marketing channel.

  1. 90.63% of pages get no organic search traffic from Google (Ahrefs).
    90.63% of pages get no organic search traffic from Google
  2. 68% of online experiences begin with a search engine (Brightedge).
  3. 71% of B2B researchers start their research with generic search instead of branded search (Google).
  4. 53% of shoppers say they always do research before a purchase to ensure they are making the best possible choice (Google).
  5. Only 5.7% of pages will rank in the top 10 search results within a year of publication (Ahrefs).
  6. Almost two-thirds of global online search comes from mobile devices (Perficient).
  7. 69% of marketers actively invest in SEO (HubSpot).
  8. The top three most often used metrics for SEO are keyword ranking, organic traffic, and time spent on page (HubSpot).
  9. Generally speaking, the more backlinks a page has, the more organic traffic it gets from Google (Ahrefs).
  10. The average #1 ranking page will also rank in the top 10 for nearly 1,000 other relevant keywords (Ahrefs).
    Most top-ranking pages also rank for hundreds of other keywords
  11. There’s no correlation between Flesch Reading Ease scores and ranking positions (Ahrefs).
    There's no correlation between flesch reading ease scores and ranking positions

Handpicked statistics for this cornerstone of many content strategies.

  1. People rarely read online. They’re far more likely to scan than read word for word. They simply want to pick out the information that is most pertinent to their current needs (Nielsen).
  2. 70% of people rather get information from blogs than traditional advertisements (Demand Metric).
  3. To date, there are more than 600 million blogs out of 1.9 billion websites in the world. Their authors account for over 6 million blog posts daily, or over 2.5 billion annually (hosting tribunal).
  4. How-to articles are the most popular content formats (77%), followed by news and trends (49%), and guides and ebooks (47%) (Statista).
  5. Only one-third of bloggers regularly check their blogs’ traffic analytics (Statista).
  6. Engagement starts to drop for posts with a reading time longer than seven minutes (Medium).
    Peoples' attention drops when a post is too long

As reported by Hubspot, video is the primary form of marketing media being created in 2021. It seems that video marketing is no longer an option.

  1. 70% of viewers bought from a brand after seeing it on YouTube (Google).
  2. 79% of people say they’ve been convinced to buy or download a piece of software or app by watching a video (Wyzowl).
  3. 50.9% of B2B decision-makers use YouTube to research purchases (Hootsuite).
  4. YouTube is the second-most visited website in the U.S. by organic traffic (Ahrefs).
  5. YouTube reaches more 18- to 49-year-olds in an average week than all cable TV networks combined (Google).
  6. Video viewers say relating to their passions is 3X more important than content featuring famous actors (Google).
  7. Video viewers say relating to their passions is 1.6X more important than content with high production quality (Google).
  8. 86% of businesses use video as a marketing tool (Wyzowl).
  9. 91% of marketers feel the pandemic has made video more important for brands (Wyzowl).
  10. 96% of people have watched an explainer video to learn more about a product or service (Wyzowl).
  11. 85% of people want to see more videos from brands in 2021 (Wyzowl).

Brands like Slack, Shopify, and Basecamp have already invested in creating a branded podcast. These statistics show that marketers should at least consider advertising on podcasts.

  1. Podcast ad spending in the U.S. is expected to reach $1.74B in 2022, a 23% increase from 2021 (Statista).
  2. 57% of Americans listen to podcasts (Edison Research).
  3. 80% of podcast listeners listen to all or most of each episode (Podcast Insights).
  4. Weekly podcast listeners tune in to an average of eight podcasts per week (Edison Research).
  5. Each week in America, there are more podcast listeners than Netflix account holders (Edison Research).

Other interesting statistics

Is visual content important? Is there something like the best day to publish? How do people decide what link to click? Find out below.

  1. People following directions with text and illustrations do 323% better than people following directions without illustrations (W.H Levie, H.Lentz).
  2. The majority of marketers surveyed say that visual content is a key component of their marketing strategy. 64% say that visuals are either essential or very important. Only 9.6% don’t require visuals for their content marketing (Venngage).
  3. There’s no “best day” to publish a new piece of content. Social shares are distributed evenly among posts published on different days of the week (Backlinko).
  4. The average time a reader allocates a newsletter after opening it is only 51 seconds. Participants of the study fully read only 19% of newsletters (Nielsen).
  5. When deciding which links to click on the web, users choose those with the highest information scent, which is a mix of cues they get from the link label, the context in which the link is shown, and their prior experiences (Nielsen).

Final thoughts

I hope you’ve found valuable insight in the above collection of statistics. After all, it’s always a good idea to look for data-driven answers to your marketing hypotheses.

But let’s remember that it’s wise to take any statistic with a grain of salt. Statistics are generalizations of only a portion of the reality around us. Also, they aren’t methodologically sound all of the time: small sample sizes, p‑hacking, and spurious correlations are quite common.

So if you’ve just read a piece of data that contradicts your professional marketing experience, don’t throw away your content strategy just yet. Instead, dig deeper.

Finally, if you want to learn more about content marketing, we’ve got a few guides ready for you:

Got questions? Ping me on Twitter.




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Gen Z Ditches Google, Turns To Reddit For Product Searches

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In this photo illustration, the Reddit logo is displayed on a smartphone screen.

A new report from Reddit, in collaboration with GWI and AmbassCo, sheds light on the evolving search behaviors of Generation Z consumers.

The study surveyed over 3,000 internet users across the UK, US, and Germany, highlighting significant changes in how young people discover and research products online.

Here’s an overview of key findings and the implications for marketers.

Decline In Traditional Search

The study found that Gen Z uses search engines to find new brands and products less often.

That’s because they shop online differently. They’re less interested in looking for expert reviews or spending much time searching for products.

There are also frustrations with mobile-friendliness and complex interfaces on traditional search platforms.

Because of this, traditional SEO strategies might not work well for reaching younger customers.

Takeaway

Companies trying to reach Gen Z might need to try new methods instead of just focusing on being visible on Google and other search engines.

Rise Of Social Media Discovery

Screenshot from Reddit study titled: “From search to research: How search marketers can keep up with Gen Z.”, June 2024.

Gen Z is increasingly using social media to find new brands and products.

The study shows that Gen Z has used social media for product discovery 36% more frequently since 2018.

This change is affecting how young people shop online. Instead of searching for products, they expect brands to appear in their social media feeds.

1719123963 547 Gen Z Ditches Google Turns To Reddit For Product SearchesScreenshot from Reddit study titled: “From search to research: How search marketers can keep up with Gen Z.”, June 2024.

Because of this, companies trying to reach young customers need to pay more attention to how they present themselves on social media.

Takeaway

To succeed at marketing to Gen Z, businesses will likely need to focus on two main things:

  1. Ensure that your content appears more often in social media feeds.
  2. Create posts people want to share and interact with.

Trust Issues With Influencer Marketing

Even though more people are finding products through social media, the report shows that Gen Z is less likely to trust what social media influencers recommend.

These young shoppers often don’t believe in posts that influencers are paid to make or products they promote.

Instead, they prefer to get information from sources that feel more real and are driven by regular people in online communities.

Takeaway

Because of this lack of trust, companies must focus on being genuine and building trust when they try to get their websites to appear in search results or create ads.

Some good ways to connect with these young consumers might be to use content created by regular users, encourage honest product reviews, and create authentic conversations within online communities.

Challenges With Current Search Experiences

The research shows that many people are unhappy with how search engines work right now.

More than 60% of those surveyed want search results to be more trustworthy. Almost half of users don’t like looking through many search result pages.

Gen Z is particularly bothered by inaccurate information and unreliable reviews.

1719123963 785 Gen Z Ditches Google Turns To Reddit For Product SearchesScreenshot from Reddit study titled: “From search to research: How search marketers can keep up with Gen Z.”, June 2024.

Takeaway

Given the frustration with search quality, marketers should prioritize creating accurate, trustworthy content.

This can help build brand credibility, leading to more direct visits.

Reddit: A Trusted Alternative

The report suggests that Gen Z trusts Reddit when looking up products—it’s their third most trusted source, after friends and family and review websites.

1719123963 403 Gen Z Ditches Google Turns To Reddit For Product SearchesScreenshot from Reddit study titled: “From search to research: How search marketers can keep up with Gen Z.”, June 2024.

Young users like Reddit because it’s community-based and provides specific answers to users’ questions, making it feel more real.

It’s worth noting that this report comes from Reddit itself, which probably influenced why it’s suggesting its own platform.

Takeaway

Companies should focus more on being part of smaller, specific online groups frequented by Gen Z.

That could include Reddit or any other forum.

Why SEJ Cares

As young people change how they look for information online, this study gives businesses important clues about connecting with future customers.

Here’s what to remember:

  • Traditional search engine use is declining among Gen Z.
  • Social media is increasingly vital for product discovery.
  • There’s growing skepticism towards influencer marketing.
  • Current search experiences often fail to meet user expectations.
  • Community-based platforms like Reddit are gaining trust.

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Google Clarifies Organization Merchant Returns Structured Data

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Google updates organization structured data for merchant returns

Google quietly updated their organization structured data documentation in order to clarify two points about merchant returns in response to feedback about an ambiguity in the previous version.

Organization Structured Data and Merchant Returns

Google recently expanded their Organization structured data so that it could now accommodate a merchant return policy. The change added support for adding a sitewide merchant return policy.

The original reason for adding this support:

“Adding support for Organization-level return policies

What: Added documentation on how to specify a general return policy for an Organization as a whole.

Why: This makes it easier to define and maintain general return policies for an entire site.”

However that change left unanswered about what will happen if a site has a sitewide return policy but also has a different policy for individual products.

The clarification applies for the specific scenario of when a site uses both a sitewide return policy in their structured data and another one for specific products.

What Takes Precedence?

What happens if a merchant uses both a sitewide and product return structured data? Google’s new documentation states that Google will ignore the sitewide product return policy in favor of a more granular product-level policy in the structured data.

The clarification states:

“If you choose to provide both organization-level and product-level return policy markup, Google defaults to the product-level return policy markup.”

Change Reflected Elsewhere

Google also updated the documentation to reflect the scenario of the use of two levels of merchant return policies in another section that discusses whether structured data or merchant feed data takes precedence. There is no change to the policy, merchant center data still takes precedence.

This is the old documentation:

“If you choose to use both markup and settings in Merchant Center, Google will only use the information provided in Merchant Center for any products submitted in your Merchant Center product feeds, including automated feeds.”

This is the same section but updated with additional wording:

“If you choose to use both markup (whether at the organization-level or product-level, or both) and settings in Merchant Center, Google will only use the information provided in Merchant Center for any products submitted in your Merchant Center product feeds, including automated feeds.”

Read the newly updated Organization structured data documentation:

Organization (Organization) structured data – MerchantReturnPolicy

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What Is It & How To Write It

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What Is It & How To Write It

In this guide, you will learn about alternative text (known as alt text): what it is, why it is important for on-page SEO, how to use it correctly, and more.

It’s often overlooked, but every image on your website should have alt text. More information is better, and translating visual information into text is important for search engine bots attempting to understand your website and users with screen readers.

Alt text is one more source of information that relates ideas and content together on your website.

This practical and to-the-point guide contains tips and advice you can immediately use to improve your website’s image SEO and accessibility.

What Is Alt Text?

Alternative text (or alt text) – also known as the alt attribute or the alt tag (which is not technically correct because it is not a tag) – is simply a piece of text that describes the image in the HTML code.

What Are The Uses Of Alt Text?

The original function of alt text was simply to describe an image that could not be loaded.

Many years ago, when the internet was much slower, alt text would help you know the content of an image that was too heavy to be loaded in your browser.

Today, images rarely fail to load – but if they do, then it is the alt text you will see in place of an image.

Screenshot from Search Engine Journal, May 2024

Alt text also helps search engine bots understand the image’s content and context.

More importantly, alt text is critical for accessibility and for people using screen readers:

  • Alt text helps people with disabilities (for example, using screen readers) learn about the image’s content.

Of course, like every element of SEO, it is often misused or, in some cases, even abused.

Let’s now take a closer look at why alt text is important.

Why Alt Text Is Important

The web and websites are a very visual experience. It is hard to find a website without images or graphic elements.

That’s why alt text is very important.

Alt text helps translate the image’s content into words, thus making the image accessible to a wider audience, including people with disabilities and search engine bots that are not clever enough yet to fully understand every image, its context, and its meaning.

Why Alt Text Is Important For SEO

Alt text is an important element of on-page SEO optimization.

Proper alt text optimization makes your website stand a better chance of ranking in Google image searches.

Yes, alt text is a ranking factor for Google image search.

Depending on your website’s niche and specificity, Google image search traffic may play a huge role in your website’s overall success.

For example, in the case of ecommerce websites, users very often start their search for products with a Google image search instead of typing the product name into the standard Google search.

Screenshot from search for [Garmin forerunner]Screenshot from search for [Garmin forerunner], May 2024

Google and other search engines may display fewer product images (or not display them at all) if you fail to take care of their alt text optimization.

Without proper image optimization, you may lose a lot of potential traffic and customers.

Why Alt Text Is Important For Accessibility

Visibility in Google image search is very important, but there is an even more important consideration: Accessibility.

Fortunately, in recent years, more focus has been placed on accessibility (i.e., making the web accessible to everyone, including people with disabilities and/or using screen readers).

Suppose the alt text of your images actually describes their content instead of, for example, stuffing keywords. In that case, you are helping people who cannot see this image better understand it and the content of the entire web page.

Let’s say one of your web pages is an SEO audit guide that contains screenshots from various crawling tools.

Would it not be better to describe the content of each screenshot instead of placing the same alt text of “SEO audit” into every image?

Let’s take a look at a few examples.

Alt Text Examples

Finding many good and bad examples of alt text is not difficult. Let me show you a few, sticking to the above example with an SEO audit guide.

Good Alt Text Examples

So, our example SEO guide contains screenshots from tools such as Google Search Console and Screaming Frog.

Some good examples of alt text may include:

”The
”Google
”List
”Screaming

Tip: It is also a good idea to take care of the name of your file. Using descriptive file names is not a ranking factor, but I recommend this as a good SEO practice.

Bad And/Or Spammy Alt Text Examples

I’ve also seen many examples of bad alt text use, including keyword stuffing or spamming.

Here is how you can turn the above good examples into bad examples:

”google search console coverage report
”google
”seo
”seo

As you can see, the above examples do not provide any information on what these images actually show.

You can also find examples and even more image SEO tips on Google Search Central.

Common Alt Text Mistakes

Stuffing keywords in the alt text is not the only mistake you can make.

Here are a few examples of common alt text mistakes:

  • Failure to use the alt text or using empty alt text.
  • Using the same alt text for different images.
  • Using very general alt text that does not actually describe the image. For example, using the alt text of “dog” on the photo of a dog instead of describing the dog in more detail, its color, what it is doing, what breed it is, etc.
  • Automatically using the name of the file as the alt text – which may lead to very unfriendly alt text, such as “googlesearchconsole,” “google-search-console,” or “photo2323,” depending on the name of the file.

Alt Text Writing Tips

And finally, here are the tips on how to write correct alt text so that it actually fulfills its purpose:

  • Do not stuff keywords into the alt text. Doing so will not help your web page rank for these keywords.
  • Describe the image in detail, but still keep it relatively short. Avoid adding multiple sentences to the alt text.
  • Use your target keywords, but in a natural way, as part of the image’s description. If your target keyword does not fit into the image’s description, don’t use it.
  • Don’t use text on images. All text should be added in the form of HTML code.
  • Don’t write, “this is an image of.” Google and users know that this is an image. Just describe its content.
  • Make sure you can visualize the image’s content by just reading its alt text. That is the best exercise to make sure your alt text is OK.

How To Troubleshoot Image Alt Text

Now you know all the best practices and common mistakes of alt text. But how do you check what’s in the alt text of the images of a website?

You can analyze the alt text in the following ways:

Inspecting an element (right-click and select Inspect when hovering over an image) is a good way to check if a given image has alt text.

However, if you want to check that in bulk, I recommend one of the below two methods.

Install Web Developer Chrome extension.

Screenshot of Web Developer Extension in Chrome by authorScreenshot from Web Developer Extension, Chrome by author, May 2024

Next, open the page whose images you want to audit.

Click on Web Developer and navigate to Images > Display Alt Attributes. This way, you can see the content of the alt text of all images on a given web page.

The alt text of images is shown on the page.Screenshot from Web Developer Extension, Chrome by author, May 2024

How To Find And Fix Missing Alt Text

To check the alt text of the images of the entire website, use a crawler like Screaming Frog or Sitebulb.

Crawl the site, navigate to the image report, and review the alt text of all website images, as shown in the video guide below.

You can also export only images that have missing alt text and start fixing those issues.

Alt Text May Not Seem Like A Priority, But It’s Important

Every source of information about your content has value. Whether it’s for vision-impaired users or bots, alt text helps contextualize the images on your website.

While it’s only a ranking factor for image search, everything you do to help search engines understand your website can potentially help deliver more accurate results. Demonstrating a commitment to accessibility is also a critical component of modern digital marketing.

FAQ

What is the purpose of alt text in HTML?

Alternative text, or alt text, serves two main purposes in HTML. Its primary function is to provide a textual description of an image if it cannot be displayed. This text can help users understand the image content when technical issues prevent it from loading or if they use a screen reader due to visual impairments. Additionally, alt text aids search engine bots in understanding the image’s subject matter, which is critical for SEO, as indexing images correctly can enhance a website’s visibility in search results.

Can alt text improve website accessibility?

Yes, alt text is vital for website accessibility. It translates visual information into descriptive text that can be read by screen readers used by users with visual impairments. By accurately describing images, alt text ensures that all users, regardless of disability, can understand the content of a web page, making the web more inclusive and accessible to everyone.

More resources: 


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