76% of B2B organisations have a dedicated content marketing team or person on staff, per CMI.
Source: Content Marketing Institute, B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2025 (2024)
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Content Marketing Statistics: 42 Verified Stats With Sources
Content marketing is easy to start and hard to prove. These figures show what teams actually spend, which formats they rely on and how they measure results, so you can benchmark your own programme honestly.
Key stats
47%
47% of the most successful B2B content marketers have a documented strategy, per CMI.
Content Marketing Institute, 2024 83.5%
83.5% of marketers say they are expected to produce more content due to AI, per HubSpot.
HubSpot, 2025 76%
76% of B2B marketers used video as a content type in the past year, per CMI.
Content Marketing Institute, 2024 48.6%
Short-form video delivered the biggest ROI of any media format for 48.6% of marketers, per HubSpot.
HubSpot, 2025 96%
96% of B2B organisations create thought leadership content, though few manage it at scale, per CMI.
Content Marketing Institute, 2025 92.4%
92.4% of content marketers now use AI for blogging, per Orbit Media.
Orbit Media Studios, 2025On this page
Adoption and budgets
58% of B2B marketers rate their content strategy as only moderately effective, per CMI.
Source: Content Marketing Institute, B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2025 (2024)
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47% of the most successful B2B content marketers have a documented strategy, per CMI.
Source: Content Marketing Institute, B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2025 (2024)
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54% of B2B marketers cite lack of resources as their biggest content marketing challenge, per CMI.
Source: Content Marketing Institute, B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2025 (2024)
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Only 26% of B2B marketers believe their organisation has the right technology to manage content, per CMI.
Source: Content Marketing Institute, B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2025 (2024)
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Only 3% of B2B marketers have no content marketing strategy at all, per CMI.
Source: Content Marketing Institute, B2B Content and Marketing Trends: Insights for 2026 (2025)
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45% of B2B marketers plan to increase investment in AI-powered marketing tools in 2026, per CMI.
Source: Content Marketing Institute, B2B Content and Marketing Trends: Insights for 2026 (2025)
Global
83.5% of marketers say they are expected to produce more content due to AI, per HubSpot.
Source: HubSpot, 2026 State of Marketing: Data from 1,500+ Global Marketers (2025)
Global
61% of B2B marketers planned to increase investment in video content in 2025, per CMI.
Source: Content Marketing Institute, B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2025 (2024)
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52% of B2B marketers planned to increase investment in thought leadership content in 2025, per CMI.
Source: Content Marketing Institute, B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2025 (2024)
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Formats that perform
76% of B2B marketers used video as a content type in the past year, per CMI.
Source: Content Marketing Institute, B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2025 (2024)
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75% of B2B marketers used case studies or customer stories as a content type, per CMI.
Source: Content Marketing Institute, B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2025 (2024)
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69% of B2B marketers used long-form articles or posts as a content type, per CMI.
Source: Content Marketing Institute, B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2025 (2024)
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51% of B2B marketers used e-books or white papers as a content type in the past year, per CMI.
Source: Content Marketing Institute, B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2025 (2024)
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58% of B2B marketers rate video as the most effective content type they produce, per CMI.
Source: Content Marketing Institute, B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2025 (2024)
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53% of B2B marketers say case studies or customer stories are among the most effective content types, per CMI.
Source: Content Marketing Institute, B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2025 (2024)
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Short-form video delivered the biggest ROI of any media format for 48.6% of marketers, per HubSpot.
Source: HubSpot, 2026 State of Marketing: Data from 1,500+ Global Marketers (2025)
Global
96% of B2B organisations create thought leadership content, though few manage it at scale, per CMI.
Source: Content Marketing Institute, B2B Content and Marketing Trends: Insights for 2026 (2025)
Global
The average blog post is 1,312 words, down from a peak of 1,427 words in 2023, per Orbit Media.
Source: Orbit Media Studios, Blogging Statistics 2026: What 1,042 Content Marketers Told Us About What Works (2025)
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Content marketers spend an average of 3 hours and 20 minutes writing a single blog post, per Orbit Media.
Source: Orbit Media Studios, Blogging Statistics 2026: What 1,042 Content Marketers Told Us About What Works (2025)
GlobalSecondary source
Distribution
89% of B2B marketers distribute content through organic social media platforms, per CMI.
Source: Content Marketing Institute, B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2025 (2024)
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84% of B2B marketers use their corporate website blog to distribute content, per CMI.
Source: Content Marketing Institute, B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2025 (2024)
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71% of B2B marketers use email newsletters as a content distribution channel, per CMI.
Source: Content Marketing Institute, B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2025 (2024)
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52% of B2B marketers say in-person events are their most effective content distribution channel, per CMI.
Source: Content Marketing Institute, B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2025 (2024)
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51% of B2B marketers rate webinars as one of the most effective content distribution channels, per CMI.
Source: Content Marketing Institute, B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2025 (2024)
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27% of B2B marketers use podcasts as a content distribution channel, per CMI.
Source: Content Marketing Institute, B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2025 (2024)
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76% of B2B marketers say LinkedIn is their most effective channel for thought leadership distribution, per CMI.
Source: Content Marketing Institute, B2B Content and Marketing Trends: Insights for 2026 (2025)
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55% of B2B marketers used in-person events as a content distribution channel in the past year, per CMI.
Source: Content Marketing Institute, B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2025 (2024)
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68% of B2B marketers increased their use of LinkedIn for content in the past year, per CMI.
Source: Content Marketing Institute, B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2025 (2024)
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AI in content production
86.4% of marketing teams now use AI in at least a few marketing areas, per HubSpot.
Source: HubSpot, 2026 State of Marketing: Data from 1,500+ Global Marketers (2025)
Global
42.5% of marketers use AI extensively for content creation, per HubSpot.
Source: HubSpot, 2026 State of Marketing: Data from 1,500+ Global Marketers (2025)
Global
92.4% of content marketers now use AI for blogging, per Orbit Media.
Source: Orbit Media Studios, Blogging Statistics 2026: What 1,042 Content Marketers Told Us About What Works (2025)
GlobalSecondary source
40% of B2B marketers planned to increase budget for AI-driven content optimisation in 2025, per CMI.
Source: Content Marketing Institute, B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2025 (2024)
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39% of B2B marketers planned to increase budget for AI-assisted content creation in 2025, per CMI.
Source: Content Marketing Institute, B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2025 (2024)
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78% of B2B marketers with AI guidelines say they cover acceptable uses in content marketing, per CMI.
Source: Content Marketing Institute, B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2025 (2024)
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Long-form video delivered the second-biggest ROI of any media format for 28.6% of marketers, per HubSpot.
Source: HubSpot, 2026 State of Marketing: Data from 1,500+ Global Marketers (2025)
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Measuring content
Only 51% of B2B marketers who measure performance agree they do so effectively, per CMI.
Source: Content Marketing Institute, B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2025 (2024)
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96% of B2B marketers say they measure their content marketing performance, per CMI.
Source: Content Marketing Institute, B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2025 (2024)
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Only 13.9% of content marketers say their blog delivers strong marketing results, an all-time low, per Orbit Media.
Source: Orbit Media Studios, Blogging Statistics 2026: What 1,042 Content Marketers Told Us About What Works (2025)
GlobalSecondary source
44% of B2B marketers cite inability to tie content performance to business goals as a measurement challenge, per CMI.
Source: Content Marketing Institute, B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2025 (2024)
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41% of B2B marketers say insufficient resources or budget is a barrier to measuring content effectively, per CMI.
Source: Content Marketing Institute, B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2025 (2024)
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38% of B2B marketers have content technology but are not using it to its full potential, per CMI.
Source: Content Marketing Institute, B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2025 (2024)
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Where these numbers come from
Content Marketing Institute
HubSpot
Orbit Media Studios
- Blogging Statistics 2026: What 1,042 Content Marketers Told Us About What Works (2025) · secondary source
Content Marketing statistics: FAQs
How many B2B marketers have a documented content strategy?
Almost all B2B organisations have some form of content strategy -- only 3% have none at all, per CMI 2026 -- but quality and documentation vary widely. CMI's 2025 B2B Benchmarks report found that among the most successful marketers, 47% have a documented strategy, while 58% of all B2B marketers rate their strategy as only moderately effective. Documentation is the single biggest differentiator between high and average performers.
Which content formats deliver the best ROI?
Short-form video tops the list: HubSpot's 2026 State of Marketing found it delivered the biggest ROI of any media format for 48.6% of marketers. Long-form video came second (28.6%). Among written formats, case studies or customer stories are rated effective by 53% of B2B marketers, per CMI 2025. Podcasts and in-person events round out the high-ROI tier for B2B audiences.
How are AI tools changing content production?
AI adoption for content creation is now near-universal. Orbit Media's 2026 blogging survey found 92.4% of content marketers use AI for blogging. HubSpot found 86.4% of marketing teams use AI in at least a few areas, and 42.5% use it extensively for content creation. The pressure is intensifying: 83.5% of marketers say they are expected to produce more content because AI makes it faster, per HubSpot 2026.
How effective is thought leadership as a B2B content strategy?
Thought leadership is near-universal but unevenly executed. CMI 2026 found 96% of B2B organisations create thought leadership content, though few manage it with the rigour it requires. LinkedIn is the most effective channel for distributing it, cited by 76% of B2B marketers. Meanwhile, Orbit Media found only 13.9% of content marketers say their blog delivers strong marketing results, suggesting volume without strategy rarely works.
What are the biggest challenges in content marketing?
Resources and measurement are the persistent obstacles. CMI 2025 found 54% of B2B marketers cite lack of resources as their biggest challenge. On the measurement side, only 51% who measure performance say they do so effectively, and 44% cannot tie content performance to business goals. Technology underuse is also widespread: 38% have content technology but are not using it to its full potential.