17 Charts That Show Where Content Marketing is Heading


I started material commerce in the early days. So early that when I first convened the WordPress founder, he had just elevated $1.1 million for WordPress.

Fast forward to today and WordPress is worth over a billion dollars.

Similarly, when I firstly started with content marketing, there were less than 30 million blogs that existed and now there are over a billion.

In other utterances, things have changed drastically and now it’s what more competitive.

We are at a level where you already know you need to leverage content marketing. But what areas of content marketing should you focus on?

How many blog posts do you need to write? What are the best ways to monetize your freight?

How can you ensure that what you are doing will work in the future?

To molted some light on where material marketing is pate, I’ve collected data from 183 fellowships who are all leveraging content marketing. Each company makes at least 5 billion dollars in revenue a year and makes less than $1.9 billion a year.

These companionships are in all different sectors, from B2B to B2C, and are part of all the major industries out there. Most importantly, they have been leveraging content marketing for at least eight years.

Now, I know many of you don’t have a company that generates at least 5 billion dollars a year, but the stats and data I will show you are still relevant to your blog.

So, let’s dive into the stats to see where material marketing is headed.

Expect little traffic from social sites

What do you think has happened to social shares over hour?

social shares

As you probably suspected, social shares have gone down because the algorithms( like on Facebook) truly restraint organic reach.

In the early days, parties identified large-scale raisings in their social share tally due to the fact that these social areas were still growing in popularity. But once their emergence slowed down, so did the number of members of experiences the shares each portion of content generated.

If you are wondering why just think of it this method … when people share content on social places it drives useds off of the stage. By keeping parties on Facebook longer( or any other social platform ), they make more money as people click on ads.

If you are expecting to grow your blog through the social network, repute again. It’s gradually driving less and less traffic each year and you should think it to get worse.

You need to take an omnichannel approach, but focus on search

Can you guess what’s the most popular traffic channel for a blog?

traffic by channel

SEO made up 51% of the blog’s traffic and to no astound, social media was the 5th most popular channel.

But what was surprising is that referral traffic was in 3rd neighbourhood at 11% and email was at 9 %.

Instead of only focusing on link building to boost your ranks, you should focus on link building to also increase your referral transaction. In essence, you can get more bang for your buck by increasing two different ways to drive transaction with one strategy.

Whether it is guest post or engendering PR, you should try and get as much referral traffic as possible as it creates continuous commerce that isn’t extremely affected by algorithm updates.

As for email, you may think it’s dead, but it’s alive and kicking strong. Remember, everyone who works in the corporate world-wide still use email.

Don’t be reticent about compiling emails. You can use tools like Hello Bar to do this with ease.

Now going back to SEO for a moment … here’s why you have to blog.

organic traffic

As you can see from the graph above, Google has continually altered from ranking web pages to pushing up material over era. And it doesn’t look like that current trends is stopping anytime soon.

Blogs are generating, on average, 60 to 62 percentage of a site’s search traffic. Sure, it’s going to be different for the Amazon’s of the nations of the world, but you aren’t them … and neither am I.

SEO is also getting more competitive because there are more blogs sounding up and beings are creating tons of content. But you have no choice but to do the same if you want to keep up.

You need to build a content marketing team …

Well, time look at it this way…


On average, mid-sized corporations now have at least 2 full-time works managing their blog. It’s because they know content marketing isn’t going anywhere without putting in real endeavor and you need to take it seriously if you want to grow fast.

And on top of having dedicated hires, the average mid-sized company has a bit more than 10 contractors working in the field of their blog.


Now, I don’t want you to get scared by that number as a lot of those contractors are scribbling material. They are not working full occasion … it’s as simple as some of them making only a handful of content bits a month.

Or it could be as simple as them helping you produce video content or create infographics.

With your blog, you should consider hiring more contractors as writers instead of hiring full-time employees as it is cheaper.

It’s likewise more efficient to have contractors as you can scale up and down faster. On top of that, you’ll find that you will save money in the long run as contractors and consultant tends to be cheaper than full-time employees.

You need to write on average 5.7 sections a week

Out of the 183 blogs we talked to, they publicize 22.8 articles of the information contained per month on average.

posts published

And can you guess how long each of them is?

post length

Well, they say that if you want to rank on page 1, you need to write content that is 1, 890 utterances.

Most of the blogs we analyzed and talked to all came one common theme … as meter gone on, they have begun copy longer posts.

They are now averaging 2,118 oaths per upright. In 2016 that list peaked out at 2,381 oaths because people started rendering in-depth ushers, which stimulated that digit to spike.

But what they found over occasion is that banking material that is too in-depth, such as navigates, doesn’t undoubtedly guaranty higher rankings.

To give you an idea, years ago I made a 30, 000 -word guide on SEO. Can you guess what page it grades on for the word SEO?

It grades on page 2.

Now, this guide to SEO is much shorter and ranks on page 1.


In other commands, it is better for you to create more content than it is to create one super long blog post.

Think of your material as trawl secures. If “youve had” more fishing hookings out, there is a greater chance of catching a fish.

The same goes with blogging, the more content you form( presupposing it is high quality ), the highest the occasion you’ll have of attracting more visitors.

customers blogging

Think of your blog as a funnel.

At the top of the funnel, you want to attract as countless beings as is practicable. The more beings you allure, the more income you’ll eventually end up generating.

As you can see from the graph above, 24% of patrons first found out about the company through their blog.

Now, that doesn’t mean they converted into a customer right when they moored on the blog for the first time. More so, they learned about the company first through their blog.

Not simply do search engines affection blogs, so do beings. And the trend is continually rising over time.

Blog readers will improve your changeover frequency

When someone reads your blog, it builds trust and effects your conversion charge to increase.

conversion rate

The graph above shows how someone who predicts your blog is 74% most likely to convert into a customer compared to someone who hasn’t speak your blog.

Advertising is only getting more expensive each year. By blogging more frequently, you can boost your shift rates.

But don’t predict beings to alter right away when they read your blog.

number of visits

The average number of eras someone needs to come back to your blog before they proselytize is 3. 15 terms and they tend to convert over a 2-week period of time.


Now, you’ll also was of the view that as you generate content parties don’t just open up their pocketbooks and give you their fund. You need to push them to convert.

The trend we witnessed is that blogs are leveraging more methods than ever to proselytize tourists into customers.

convert blog

Email marketing is the main method bloggers are using, which isn’t a astound. But the number 2 method is remarketing.

When I dug into it, these companies on average spend $51,409 a few months on paid ads. And per year they learnt their ad expenditures drastically increase. But what’s cured increase their blended CPA is remarketing all of their blog readers.

In the coming years, remarketing will befall email as the prime path firms are proselytizing books into customers.

You’ll want to leverage this direct as well as it is much more economical than scour ads.

Raise opportunities are outside the United Country

What people do you think most blog books are coming from? You probably are going to guess the United States or other native English speaking countries.

It used to be that room 10 years ago, but things have changed.


At one point it was 91% but now it has plunged down to 53%. This has also created a trend in which firms are now translating their content to different languages.


It’s taken a while for companies to adopt the concept of globalization with their digital marketing but now it’s catching on fast.

I was able to ride the trend before most people because I went propagandized to do so by a Google employee. It was the best marketing advice and it seems to be true for pretty much every blogger out there.

traffic gains

As you can see from the chart above, the biggest traffic amplifications content marketers are currently coming are from translating their content into multiple languages.

The second biggest gain is coming from updating old material. Content marketing is no longer a game of cranking out hundreds of articles a month. If you want to continually do well, you have to maintain and keep your aged material up to date.

When you are building out your material commerce squad, centres 50% of their attempt on updating old-time content.

Move over WordPress

The last biggest tendency is WordPress isn’t the only content player these days. If you are going to write a blog post, might as well get the most traffic by aim it everywhere.


Medium and Tumblr are also great for material. Remember, Google doesn’t penalize for duplicate content. There are no incorrect with lay material on your blog and then publishing it on Medium and Tumblr a week later.

You can do the same with the social shares … in addition to sharing your material on Facebook, you can publish your entire berth a few weeks later on Facebook.

And if you are creating video and audio material you can upload them to Facebook, LinkedIn, YouTube, Instagram and any other platform that will accept it.

content types

You’ll see immense raise in video and audio content over the next few years.

Facebook, YouTube, and every major platform want their slice of the television market.

Because of that, their algorithms are acting more favorable to content kinds that preserve people on their stage and hired for hours … hence, you need to expand outside of precisely text-based content.

It’s also why I’m big on YouTube right now. It diversifies your freight informants in case you get hit by a Google algorithm change.


If you are going to take one thing from the following chart above, you need to focus on translating your material to other languages as it isn’t as competitive.

In addition to that, you need to focus on creating video and audio-based content. Videos have already starting to take off, podcasting isn’t there hitherto, but it will within the next few years.

I would also tell you to blog, but “youre supposed to” previously have one.

What other content commerce directions have you discovered?

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