40 B2B Content Marketing Statistics You Need To Know In 2024

B2B content marketing has become an indispensable strategy for businesses looking to attract, engage, and convert their target audience. As we move into 2025, it’s crucial to understand the latest trends, challenges, and opportunities in B2B content marketing to stay ahead of the curve and maximize your marketing efforts.

This comprehensive guide will delve into the most important B2B content marketing statistics for 2025, providing you with actionable insights to refine your strategy and drive measurable results. We’ll cover various aspects of B2B content marketing, including strategy development, content creation, distribution channels, and performance measurement.

The State of B2B Content Marketing in 2024

Before we discuss specific statistics, let’s examine the current state of B2B content marketing.

1. 91% of B2B marketers use content marketing as part of their overall marketing strategy^[1].

This statistic underscores the widespread adoption of content marketing in the B2B space. It’s no longer a question of whether to use content marketing but how to do it effectively.

Actionable Takeaway: Now is the time to start if you’re not already investing in content marketing. Assess your current marketing efforts and identify opportunities to incorporate content marketing into your strategy.

2. 40% of B2B marketers have a documented content marketing strategy^[2].

While most B2B marketers use content marketing, less than half have a documented strategy. This presents a significant opportunity for businesses to gain a competitive edge.

Actionable Takeaway: Develop and document your content marketing strategy. Include your goals, target audience, content types, distribution channels, and key performance indicators (KPIs). Review and update your strategy regularly to ensure it aligns with your business objectives and market trends.

3. 58% of B2B marketers reported that content marketing helped them generate sales and revenue in the past 12 months, up from 42% the previous year^[3].

This significant increase demonstrates the growing effectiveness of content marketing in driving tangible business results.

Actionable Takeaway: Focus on creating content that directly supports your sales funnel. Develop case studies, product comparisons, and ROI calculators that help potential customers make informed purchasing decisions.

B2B Content Marketing Strategy Development

Developing a robust content marketing strategy is crucial for success. Let’s examine some key statistics related to strategy development:

4. 64% of the most successful B2B marketers have a documented content marketing strategy^[2].

This statistic highlights the correlation between having a documented strategy and content marketing success.

Actionable Takeaway: If you haven’t already, document your content marketing strategy. Include your goals, target audience personas, content themes, distribution channels, and measurement plans. Regularly review and update your strategy to align with your business objectives and market trends.

5. 84% of B2B marketers use brand awareness as a content marketing goal^[3].

Brand awareness remains the top goal for B2B content marketers, followed by demand and lead generation (76%) and nurturing subscribers, audiences, and leads (63%).

Actionable Takeaway: Align your content marketing goals with your overall business objectives. While brand awareness is important, create content supporting lead generation and nurturing efforts. Develop a content mix that addresses different stages of the buyer’s journey.

6. 66% of B2B marketers consider their audiences’ needs over their sales goals when creating content^[4].

This statistic underscores the importance of creating value-driven content that addresses your audience’s pain points and challenges.

Actionable Takeaway: Conduct thorough audience research to understand your target customers’ needs, challenges, and preferences. Use this information to create content that provides genuine value and positions your brand as a trusted resource.

B2B Content Creation and Formats

Creating high-quality, engaging content is at the heart of any successful content marketing strategy. Let’s explore some key statistics related to content creation and popular formats:

7. 94% of B2B marketers use short articles or blog posts in their content marketing efforts^[3].

Short-form content remains the most popular format among B2B marketers, likely due to its versatility and relatively low production cost.

Actionable Takeaway: While short-form content is important, don’t rely on it exclusively. Develop a diverse mix of short-form and long-form content to cater to different audience preferences and search intent.

8. 84% of B2B marketers use videos in their marketing strategies^[3].

Video content continues to grow in popularity, with most B2B marketers incorporating it into their strategies.

Actionable Takeaway: If you haven’t already, start incorporating video into your content marketing mix. Consider creating product demos, explainer videos, customer testimonials, and thought leadership interviews. Optimize your videos for different platforms, including YouTube, LinkedIn, and your website.

9. 78% of B2B marketers incorporate case studies and customer stories into their marketing campaigns^[3].

Case studies and customer stories are powerful tools for demonstrating the real-world value of your products or services.

Actionable Takeaway: Develop a systematic approach to creating case studies and customer success stories. Identify your best customers, conduct interviews, and craft compelling narratives highlighting their challenges, the solutions you provided, and the results achieved.

10. 53% of B2B marketers find case studies/customer stories and videos equally effective^[3].

This statistic highlights the importance of using a mix of content formats to engage your audience effectively.

Actionable Takeaway: Experiment with different content formats and track their performance. Use A/B testing to determine which formats resonate best with your audience at different stages of the buyer’s journey.

B2B Content Distribution Channels

Creating great content is only half the battle; you must distribute it effectively to reach your target audience. Let’s examine some key statistics related to content distribution channels:

11. 90% of B2B marketers use social media platforms for organic content distribution^[3].

Social media remains the most popular channel for organic content distribution among B2B marketers.

Actionable Takeaway: Develop a comprehensive social media strategy that aligns with your content marketing goals. Identify the platforms where your target audience is most active and tailor your content for each platform. Use social media scheduling tools to maintain a consistent posting schedule and engage with your audience regularly.

12. 84% of B2B marketers say LinkedIn provides the best value among social media platforms^[3].

LinkedIn continues to be the preferred social media platform for B2B marketers, likely due to its professional focus and targeting capabilities.

Actionable Takeaway: Prioritize LinkedIn in your B2B social media strategy. Optimize your company page, encourage employees to share content, and leverage LinkedIn’s advertising features to reach your target audience. Consider creating LinkedIn-specific content, such as thought leadership articles and industry insights.

13. 79% of B2B marketers leverage blogs for content distribution^[3].

Blogs remain a popular content distribution channel, serving as a hub for your content marketing efforts.

Actionable Takeaway: If you don’t already have a blog, start one. Develop a content calendar and publish regularly. Optimize your blog posts for search engines and include clear calls to action (CTAs) to guide readers to the next step in their buyer’s journey.

14. 73% of B2B marketers use email newsletters to share their content. ^[3]

Email marketing continues to be an effective channel for content distribution and lead nurturing.

Actionable Takeaway: Develop a robust email marketing strategy. Segment your email list based on subscriber preferences and behavior, and create targeted content for each segment. Use email automation to deliver personalized content at the right time in the buyer’s journey.

15. 56% of B2B marketers utilize in-person events and webinars, which produce the best results according to marketers^[3].

Despite the shift towards digital channels, in-person events and webinars remain highly effective for B2B content marketing.

Actionable Takeaway: Incorporate events and webinars into your content marketing strategy. Use these opportunities to showcase your expertise, engage with your audience in real time, and generate high-quality leads. Repurpose event content into other formats, such as blog posts and video clips, to extend its reach.

B2B Content Marketing Budgets and Investment

Understanding how businesses allocate resources to content marketing can help you benchmark your investments. Let’s explore some key statistics related to content marketing budgets:

16. 45% of B2B content marketers expect their content marketing budget to increase in 2024[3].

This statistic indicates a growing commitment to content marketing among B2B businesses.

Actionable Takeaway: Review your current content marketing budget and assess whether it can achieve your goals. If possible, advocate for increased investment in content marketing, particularly in areas with strong ROI.

17. 69% of B2B marketers plan to increase investment in video content in 2024[3].

The planned increase in video content investment reflects its growing importance in B2B marketing strategies.

Actionable Takeaway: If you haven’t already, start allocating resources to video content creation. Invest in equipment, software, and training to produce high-quality videos in-house, or consider partnering with professional video production services.

18. 53% of B2B marketers anticipate increased investment in thought leadership content[3].

Thought leadership content is becoming increasingly important for establishing credibility and authority in B2B.

Actionable Takeaway: Develop a thought leadership strategy that showcases your company’s expertise and unique insights. Identify key thought leaders within your organization and create a plan to amplify their voices through various content formats, such as articles, interviews, and speaking engagements.

19. 47% of B2B marketers expect to invest more in in-person events[3].

Despite the rise of digital marketing, in-person events remain a valuable channel for B2B marketers.

Actionable Takeaway: Evaluate the potential of in-person events for your business. Consider hosting your events or participating in industry conferences and trade shows. Develop a strategy to maximize the value of these events, including pre-event promotion, on-site content creation, and post-event follow-up.

B2B Content Marketing Challenges

Understanding common challenges can help you proactively address potential roadblocks in your content marketing strategy. Let’s examine some key statistics related to B2B content marketing challenges:

20. 47% of B2B marketers don’t measure ROI from their content marketing efforts^[3].

This statistic highlights a significant gap in content marketing measurement practices.

Actionable Takeaway: Develop a comprehensive content marketing measurement framework. Define key performance indicators (KPIs) that align with your business objectives and implement tools and processes to track these metrics consistently. Regularly review and analyze your content performance to inform future strategy decisions.

21. 84% of B2B marketers struggle with integrating and correlating data across multiple platforms when measuring content performance^[3].

Data integration remains a significant challenge for many B2B marketers.

Actionable Takeaway: Invest in marketing technology to help you integrate data from various sources. Consider implementing a customer data platform (CDP) or a marketing attribution solution to gain a holistic view of your content performance across channels.

22. 28% of B2B marketers cite team bandwidth as a significant challenge in content marketing^[3].

Limited resources and team capacity can hinder content marketing efforts.

Actionable Takeaway: Assess your current team structure and workload. Consider outsourcing certain content creation tasks or investing in tools and automation to increase efficiency. Prioritize content projects based on their potential impact and alignment with business goals.

23. 26.4% of content marketers report generating leads as their biggest challenge, followed by measuring ROI at 20.9%^[5].

Lead generation and ROI measurement continue to be top challenges for content marketers.

Actionable Takeaway: Focus on creating content that directly supports lead generation, such as gated whitepapers, webinars, and product demos. Implement lead scoring and nurturing processes to qualify and prioritize leads generated through content marketing. Develop a clear attribution model to measure the impact of your content on lead generation and conversions.

B2B Content Marketing Success Factors

Understanding what drives success in B2B content marketing can help you refine your strategy. Let’s explore some key statistics related to content marketing success factors:

24. 79% of top-performing B2B content marketers attribute their success to knowing their audience[3].

This statistic underscores the importance of audience understanding in content marketing success.

Actionable Takeaway: Invest in comprehensive audience research. Develop detailed buyer personas, including demographic information, job roles, challenges, and content preferences. Regularly update these personas based on new data and insights.

25. 68% of successful B2B content marketers create content that aligns with their organization’s objectives^[3].

Alignment between content and business objectives is crucial for content marketing success.

Actionable Takeaway: Develop a content strategy that directly supports your organization’s key business objectives. Create a content mapping process that links each piece of content to specific business goals and stages of the buyer’s journey.

26. 61% of high-performing B2B content marketers effectively measure and demonstrate content performance^[3].

Effective measurement and reporting are hallmarks of successful content marketing programs.

Actionable Takeaway: Implement a robust content performance measurement framework. Define clear KPIs for each content type and distribution channel. Create regular reports that demonstrate the impact of your content marketing efforts on business objectives.

27. 60% of successful B2B content marketers focus on thought leadership^[3].

Thought leadership content plays a significant role in the success of top-performing content marketers.

Actionable Takeaway: Develop a thought leadership strategy that showcases your company’s unique insights and expertise. Identify key thought leaders within your organization and create a plan to amplify their voices through various content formats and channels.

The Role of AI in B2B Content Marketing

Artificial Intelligence is increasingly playing a significant role in B2B content marketing. Let’s examine some key statistics related to AI adoption in content marketing:

28. 67% of small business owners and marketers use AI for content marketing or SEO^[6].

This statistic indicates the growing adoption of AI tools in content marketing, even among smaller businesses.

Actionable Takeaway: Explore AI-powered tools that can enhance your content marketing efforts. Use AI for content ideation, SEO optimization, personalization, and performance analysis. Start with one or two AI tools and gradually expand your usage as you become more comfortable with the technology.

29. Marketers who use AI see an average of 70% increase in ROI^[7].

This significant ROI increase demonstrates the potential impact of AI on content marketing effectiveness.

Actionable Takeaway: If you haven’t already, start incorporating AI into your content marketing processes. Begin with areas where AI can provide immediate value, such as content optimization for SEO or personalized content recommendations. Monitor the impact of AI on your content performance and ROI.

30. 68% of businesses report increased content marketing ROI thanks to using AI^[6].

This statistic further reinforces the positive impact of AI on content marketing effectiveness.

Actionable Takeaway: Develop a strategy for integrating AI into your content marketing workflow. Identify areas where AI can improve efficiency or effectiveness, such as content creation, distribution, or performance analysis. Train your team on how to use AI tools effectively in their work.

31. 79% of businesses report an increase in content quality thanks to AI^[6].

AI tools are improving efficiency and helping marketers create higher-quality content.

Actionable Takeaway: Explore AI-powered content creation and editing tools. Use these tools to enhance your content’s clarity, readability, and SEO optimization. However, ensure that human oversight is maintained to preserve your brand voice and ensure accuracy.

Measuring B2B Content Marketing Success

Effective measurement is crucial for optimizing your B2B content marketing strategy. Let’s explore some key statistics related to performance measurement:

32. 73% of B2B marketers use conversions as a key metric to assess content performance.

Conversions remain the most important metric for many B2B marketers, directly tying content performance to business results.

Actionable Takeaway: Implement conversion tracking across all your content assets. Define what constitutes a conversion for different types of content (e.g., form fills for whitepapers, demo requests for product pages). Use UTM parameters and marketing attribution tools to track how different content pieces contribute to conversions throughout the buyer’s journey.

33. 71% of B2B marketers measure email engagement to evaluate content effectiveness.

Email engagement metrics provide valuable insights into how your audience interacts with your content.

Actionable Takeaway: Monitor key email metrics such as open rates, click-through rates, and conversion rates. Use A/B testing to optimize your email content and subject lines. Segment your email list based on engagement levels and tailor your content accordingly.

34. 71% of B2B marketers track website traffic as a content performance metric.

Website traffic remains a key indicator of content reach and visibility.

Actionable Takeaway: Use web analytics tools to track traffic to your content pages. Pay attention to traffic sources to understand which distribution channels are most effective. Analyze user behavior on your site, including time on page and bounce rates, to gauge content engagement.

35. 69% of B2B marketers monitor website engagement to gauge content success.

Engagement metrics provide insights into how effectively your content resonates with your audience.

Actionable Takeaway: Track engagement metrics such as time on the page, scroll depth, and interaction with page elements (e.g., video plays and downloads). Use heat mapping tools to visualize how users interact with your content. Use these insights to optimize your content layout and structure for better engagement.

The Future of B2B Content Marketing

As we look ahead, several trends are shaping the future of B2B content marketing. Let’s explore some forward-looking statistics and their implications:

36. 85% of marketers who use generative AI for content creation rate it as effective.

Generative AI is rapidly becoming a game-changer in content creation, with a high satisfaction rate among early adopters.

Actionable Takeaway: Start experimenting with generative AI tools for content creation. Use them to generate content outlines, create first drafts, or develop content ideas. However, ensure that human editors review and refine AI-generated content to maintain quality and brand voice.

37. 69% of B2B marketers plan to increase investment in video content in 2024.

The continued emphasis on video content underscores its growing importance in B2B marketing strategies.

Actionable Takeaway: Develop a comprehensive video content strategy. Invest in video production capabilities, either in-house or through partnerships. Create various video content types, including explainer videos, product demos, customer testimonials, and thought leadership interviews.

38. 53% of B2B marketers anticipate increased investment in thought leadership content.

Thought leadership continues to be a priority for B2B marketers, reflecting its effectiveness in building brand authority and trust.

Actionable Takeaway: Develop a structured approach to thought leadership content creation. Identify key experts within your organization and create a content calendar for thought leadership pieces. Consider partnering with industry influencers or analysts to expand your reach and credibility.

39. 47% of B2B marketers expect to invest more in in-person events.

Despite the rise of digital marketing, in-person events are returning, highlighting the enduring value of face-to-face interactions in B2B marketing.

Actionable Takeaway: Reevaluate your event marketing strategy. Consider hosting events or increasing participation in industry conferences. Develop a strategy to create content before, during, and after events to maximize their impact on your content marketing efforts.

40. 76% of B2B marketers expect to increase their use of content personalization in the coming year.

Personalization is becoming increasingly important in B2B content marketing as buyers expect more relevant and tailored experiences.

Actionable Takeaway: Invest in technologies and processes that enable content personalization. Use your CRM, marketing automation platform, and website analytics data to create personalized content experiences. Start with simple personalization (e.g., industry-specific case studies) and gradually increase sophistication as you gather more data and refine your approach.

Conclusion

As we’ve seen through these 40 B2B content marketing statistics, the landscape continually evolves, presenting challenges and opportunities for marketers. To succeed in 2024 and beyond, B2B marketers need to focus on several key areas:

1. Strategy Development: A documented, audience-centric content strategy is crucial for success. Regularly review and update your strategy to align with your business objectives and market trends.
2. Content Creation: Diversify your content mix, focusing on high-value formats like video, thought leadership pieces, and case studies. Use AI tools to enhance efficiency and quality but maintain human oversight to preserve brand voice and accuracy.
3. Distribution: Leverage a multi-channel approach, focusing on social media (especially LinkedIn), email marketing, and your company blog. Don’t overlook the value of in-person events for building relationships and generating high-quality leads.
4. Measurement: Implement robust measurement practices that tie content performance to business outcomes. Use a mix of metrics, including conversions, engagement, and traffic, to get a comprehensive view of your content’s impact.
5. Technology Adoption: Embrace AI and other emerging technologies to enhance your content marketing efforts. Focus on areas where technology can improve efficiency, personalization, and content quality.
6. Personalization: Invest in technologies and processes that enable you to deliver more personalized content experiences to your audience.
7. Continuous Learning: Stay updated on the latest trends and best practices in B2B content marketing. Regularly experiment with new approaches and technologies to find what works best for your business.

By focusing on these areas and leveraging the insights from these B2B content marketing statistics, you can develop a content marketing strategy that drives meaningful results for your business. Remember, successful content marketing is not about blindly following trends but understanding your unique audience, business goals, and market context and crafting a strategy that aligns with these factors.

As you progress with your B2B content marketing efforts, continually test, measure, and refine your approach. The most successful content marketers remain agile, data-driven, and focused on delivering value to their audience.

References:
[1] https://contentmarketinginstitute.com/articles/content-marketing-statistics
[2] https://orangeowl.marketing/content-marketing/b2b-content-marketing-guide/
[3] https://pipeline.zoominfo.com/marketing/content-marketing-statistics
[4] https://www.semrush.com/blog/content-marketing-statistics/
[5] https://www.siegemedia.com/strategy/content-marketing-statistics
[6] https://backlinko.com/b2b-marketing-stats
[7] https://www.hubspot.com/marketing-statistics
[8] https://ahrefs.com/blog/content-marketing-statistics/