In B2B content marketing, staying up-to-date on the latest statistics and trends is essential for success. With the landscape of digital marketing always evolving, it’s crucial to understand where the industry is headed to reach and engage with your target audience effectively.

This article will go through the most critical B2B content marketing stats for 2024, providing you with the knowledge and insights you need to stay ahead of the curve and drive results for your business. 

What are the Key B2B Content Marketing Statistics for 2024?

b2b content marketing statistics

Keeping updated with the latest trends in B2B content marketing is essential for staying at the top in the competitive market. In 2024, content marketing statistics provide an overview of the effectiveness of different strategies used by B2B marketers. The impact of content marketing on B2B marketers can be seen in how they allocate their budgets and prioritise their efforts. Some key B2B content marketing statistics for 2024 include:

  1. 94% of B2B marketers use content marketing as their overall strategy.
  2. 60% of marketers say engaging content is their top challenge.
  3. 72% of B2B marketers say measuring content marketing ROI is their biggest challenge.
  4. 75% of B2B marketers plan to increase their content marketing spending next year.
  5. Video is the most popular type of content used by B2B marketers, with 82% using it as part of their strategy.
  6. 61% of B2B marketers say content marketing is their most effective lead generation strategy.
  7. 40% of B2B marketers say email is the most critical channel for distributing content.
  8. 80% of B2B marketers prioritise creating personalised content for their target audience.
  9. 70% of B2B marketers have a documented content marketing strategy.
  10. LinkedIn is the most famous social media platform for B2B marketers, with 95% using it to distribute content.

Latest trends in B2B content marketing

As we transition from 2023 to 2024, new trends are emerging in B2B content marketing. Marketers are exploring innovative ways to engage their audience and drive conversions. Understanding these trends can help B2B content marketers stay relevant and competitive. Here are some key B2B content marketing trends to watch out for in 2024:

  1. Video content continues to dominate: Video content has been a dominant force in B2B content marketing for several years now, and this trend is only expected to continue in 2024. Marketers increasingly focus on creating high-quality, engaging video content to capture their audience’s attention and drive conversions.
  2. Personalisation is vital: Personalised content is becoming more important as consumers expect a more tailored experience when engaging with brands. Marketers leverage data and technology to create customised content that resonates with individual audience members.
  3. Interactive content is on the rise: Interactive content, such as quizzes, polls, and calculators, is becoming more popular as it enables brands to engage their audience in a more immersive way. Marketers are finding that interactive content can drive higher engagement and conversions.
  4. Voice search optimisation: With the growing popularity of voice assistants like Siri, Alexa, and Google Assistant, optimising content for voice search is becoming more critical. Marketers create content optimised for natural language queries and voice searches to ensure their brand is discoverable in voice search results.
  5. Sustainability and social responsibility: Consumers increasingly seek to support environmentally sustainable and socially responsible brands. Marketers incorporate sustainability and social responsibility messaging into their content to appeal to socially conscious consumers and build brand loyalty.
  6. AI and machine learning: Marketers leverage AI and machine learning tools to analyse data, personalise content, and automate marketing processes. They use these technologies to optimise their content strategies and drive better results.

2024 B2B Content Marketing Statistics Overview

The latest B2B content marketing statistics for 2024 shed light on the state of marketing efforts in the B2B sector. From the type of content that performs best to the budgets allocated for content creation, these statistics offer valuable insights for content marketers. Here are some key B2B content marketing statistics for 2024:

b2b content marketing statistics
  1. B2B marketers allocate an average of 28% of their marketing budget to content marketing. This shows the importance of content in B2B marketing strategies.
  2. Video content continues to be a top performer, with 94% of B2B marketers using video as part of their content marketing strategy. This is due to the video’s engaging nature and ability to communicate complex ideas visually.
  3. Social media platforms are the most popular distribution channels for B2B content, with 93% of B2B marketers using social media to distribute their content. This highlights the importance of having a strong social media presence for reaching B2B audiences.
  4. Email marketing remains a powerful tool for B2B content marketers, with 80% of B2B marketers using email as part of their content marketing strategy. Email lets marketers deliver targeted and personalised content directly to their audience’s inbox.
  5. SEO is a top priority for B2B marketers, with 83% using SEO tactics in their content marketing strategy. This includes optimising content for search engines to improve distinctness and drive organic traffic to their websites.
  6. Content personalisation is gaining traction in B2B marketing, with 72% of B2B marketers using personalisation tactics in their content marketing strategy. Personalised content can help marketers better engage with their audience and drive conversions.

Impact of content marketing on B2B marketers

B2B marketers rely heavily on content marketing to support their sales and marketing goals. The data from 2024 highlights the importance of content marketing in reaching and engaging with target audiences effectively. 94% of B2B marketers utilise content marketing as part of their overall strategy, with 76% reporting that it has helped them reach and engage with their target audience more effectively.

One key reason content marketing is effective in B2B marketing is its ability to provide valuable and relevant information to potential buyers at every stage of the buying journey. This helps educate prospects about a company’s products or services and builds trust and credibility.

Furthermore, content marketing allows B2B marketers to showcase their expertise and thought leadership in their industry, which can help differentiate them from competitors and position them as a trusted resource for potential buyers.

In addition, B2B marketers use a variety of content formats to communicate with their target audience, including whitepapers, case studies, blog posts, videos, and podcasts. By diversifying their content offerings, marketers can appeal to different types of buyers and provide valuable information in a format that suits their preferences.

How Does B2B Content Marketing Differ from B2C?

While the fundamentals of content marketing stay the same, there are distinct differences in how B2B and B2C companies approach their strategies. In B2B, content creation is paramount in nurturing relationships with potential clients. Here are some differences between B2B and B2C content marketing strategies:

  1. Audience: B2B content marketing targets a smaller, more niche audience of businesses and decision-makers, whereas B2C content marketing targets a larger, more diverse consumer audience.
  2. Content type: B2B content tends to be more informational and educational, focusing on solving problems and providing value to businesses. B2C content, on the other hand, is often more entertaining and emotionally engaging, aiming to appeal to consumers’ desires and aspirations.
  3. Sales cycle: The B2B sales cycle is typically longer and more complex, requiring content that can address different stages of the buying process and provide relevant information at each stage. B2C sales cycles are often shorter and more impulsive, so content is designed to grab consumers’ attention quickly and drive immediate action.
  4. Relationship building: B2B content marketing creates and nurtures long-term client relationships through thought leadership, case studies, and industry insights. B2C content marketing builds brand awareness and loyalty through engaging storytelling, user-generated content, and social media interaction.
  5. Metrics and measurement: B2B content marketing often prioritises metrics like lead generation, conversion rates, and customer lifetime value. In contrast, B2C content marketing may focus more on metrics like social engagement, website traffic, and brand sentiment.

Role of content creation in B2B marketing

B2B marketers focus on creating content that addresses their target audience’s specific requirements and challenges. This targeted approach helps build credibility and trust with potential clients. B2B marketers often use educational resources, case studies, whitepapers, webinars, and other types of content to provide valuable information and solutions to their audience’s problems.

In addition to creating content that addresses specific pain points, B2B marketers also focus on establishing thought leadership within their industry. By sharing industry insights, trends, and best practices, they position themselves as experts in their field and become a reliable source of information for their target audience.

B2B marketers also prioritise distributing their content through the proper channels to ensure maximum visibility and engagement. This could include utilising social media, email marketing, SEO, and other tactics to reach their target audience where they are most active.

What Role Does Video Marketing Play in B2B Content Strategy?

b2b content marketing statistics

Video content has become more prevalent in B2B marketing, offering a dynamic way to engage with audiences. In 2024, video marketing statistics will emphasise incorporating visual content into B2B strategies. According to recent studies, 97% of marketers claim that video content has helped increase user definition of their product or service. In comparison, 76% say it has helped increase website traffic and conversion rates. Video content will form 82% of all internet traffic by 2024.

Furthermore, B2B buyers increasingly turn to video content during their purchasing process, with 59% of executives believing they would rather watch a video than read text. Video content also has a higher retention rate, with viewers retaining 95% of a message when they check it in a video compared to 10% when reading it in text.

Video content in B2B marketing strategies can also increase brand awareness and credibility. Studies have proved that 64% of consumers are more likely to purchase after checking a video about a product or service. Additionally, videos are more shareable and have higher engagement rates on social media platforms, helping to expand reach and connect with a broader audience.

Effectiveness of social media platforms for B2B content

Social media platforms are vital in distributing B2B content and offering direct communication with target audiences. B2B marketers can leverage social media to amplify their content reach and engagement.

Social media platforms provide B2B marketers with the opportunity to connect with prospects more interactively and engagingly. These platforms enable marketers to showcase their content and converse with their audience. Additionally, social media platforms provide valuable insights into audience behaviour and preferences, allowing marketers to customise their content to better matches their target audience. Marketers can better understand what content is performing well by analysing metrics such as likes, shares, and comments and adjust their strategy accordingly.

Furthermore, social media platforms offer a cost-effective way to promote content and generate leads. By leveraging paid advertising and targeting options, B2B marketers can reach a broader audience and drive traffic to their websites or landing pages.

Importance of SEO in B2B marketing strategy

SEO is essential in driving organic traffic and enhancing the ranking of B2B content in search results. Marketers must stay updated on SEO trends and the best methods to remain competitive in the digital landscape. Some essential SEO practices for B2B content include:

  1. Conducting keyword research to determine relevant keywords and phrases your target audience is looking for
  2. Optimising on-page elements such as title tags, meta descriptions, headers, and URL structures
  3. Creating high-quality, unique content that provides value to your audience and answers their questions
  4. Incorporating relevant internal and external links to build credibility and help search engines understand the context of your content
  5. Optimising images with descriptive alt text and file names
  6. Using structured data markup to enhance your content’s visibility in search results
  7. Monitoring and analysing your website’s performance using tools like Google Analytics or Google Search Console
  8. Keeping up with the latest SEO trends and algorithm updates to adapt your strategy accordingly

SEO trends affecting B2B marketing budgets

Changes in SEO algorithms and trends can impact the resources allocated to SEO efforts. B2B marketers must monitor SEO metrics closely and modify their strategies to align with the changing search landscape. Some current trends and changes in SEO algorithms that B2B marketers need to be aware of include:

  1. Mobile-first indexing: With Google’s shift towards prioritising mobile-friendly websites in search rankings, B2B marketers must ensure their site is optimised for mobile devices.
  2. Voice search: The increasing popularity of voice search means marketers must optimise their content for natural language queries and long-tail keywords.
  3. Core Web Vitals: Google’s Core Web Vitals update emphasises user experience metrics such as loading speed, interactivity, and visual stability. B2B marketers should optimise their website performance to meet these criteria.
  4. E-A-T (Expertise, Authoritativeness, Trustworthiness): Google’s algorithm values a website’s expertise, authoritativeness, and trustworthiness. B2B marketers should focus on creating high-quality, authoritative content to improve their search rankings.
  5. Local SEO: With the rise of local search, B2B marketers should optimise their websites for local keywords and directories, ensuring their business appears in local search results.

Email Marketing Fit into the B2B Content Marketing Landscape

Email marketing is the foundation of B2B content strategies, offering a direct and personalised way to engage with prospects. In 2024, email marketing statistics shed light on the effectiveness of email campaigns in driving lead generation and nurturing relationships.

Email campaigns as part of B2B marketing strategy

Email campaigns are crucial in nurturing leads and maintaining communication with prospects throughout the buyer’s journey. Marketers must customise their email content to resonate with their audience’s needs and interests. Personalisation is critical in creating effective email campaigns. Using data about your leads, such as their demographics, behaviours, and preferences, you can tailor your messaging to speak directly to their needs. Whether addressing their pain points, offering solutions to their challenges, or providing valuable resources that align with their interests, personalised emails are more likely to capture your audience’s attention and drive engagement.

In addition to personalising content, marketers should consider the timing and periodicity of their email campaigns. Sending the right message at the right time can significantly increase open and click-through rates. By understanding your leads’ buying behaviour and tracking their interactions with your emails, you can create a targeted email cadence that keeps them engaged and moving through the sales funnel.

Email marketing’s role in lead generation for B2B businesses

Email marketing is an essential tool for lead generation, helping B2B businesses capture and nurture leads effectively. Marketers can drive conversions and build lasting relationships with prospects by segmenting email lists and delivering relevant content. Email marketing enables businesses to reach potential customers in their inboxes, allowing for personalised communication and targeted messaging. By supporting valuable and informative content, businesses can establish credibility and trust with their audience, increasing conversions and sales.

Additionally, email marketing enables businesses to monitor and evaluate the success of their campaigns, providing valuable information into what strategies are working and where improvements can be made. By analysing open rates, click-through rates, and other vital metrics, businesses can optimise their email campaigns for better results.


The statistics for B2B content marketing in 2024 highlight the continued importance of content in driving customer engagement and generating leads. Businesses must invest in creating high-quality, relevant content that provides value to their target audience. Video content, social media, and interactive content are all trends on the rise and can significantly impact the success of B2B marketing strategies.

By staying informed on these trends and incorporating them into their marketing efforts, businesses can remain ahead of the competition and see great results in their marketing efforts. 

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