16 March - 24 April 2020

Our online festival is underway with a packed programme of interviews and panels. Featuring talks from the industry’s biggest brands and most innovative individuals, this event explores what digital transformation really means for marketing.

Coming Up
6 Apr 09:00 GMT / 05:00 EST

Reimagining women’s sport…what do we need to do to change the game?

Tom Corbett
Group Head of Sponsorships and Media at Barclays
Eniola Aluko
Sporting Director at Aston Villa W.F.C
Gabi Mostert
Creative Director at Iris
Rebecca Stewart
Senior Reporter at The Drum

10 Content marketing facts marketers need to know

No more boring content

As our final episode of Everything You Need to Know: About Content Marketing is released. The Drum looks at some of the most striking content marketing facts the series has uncovered.

1) America’s Association of National Advertisers (ANA) pronounced ‘content marketing’ the ‘2015 Marketing Word of the Year’ ahead of ‘programmatic’, ‘transparency’ and ‘storytelling’.

2) Content marketing in the UK is worth an estimated £5.2bn a year, with budgets increasing at around 25 per cent a year.

3) 74 per cent of the public trusts content from a business that aims to educate readers about a particular topic.

4) Outbrain and Taboola combined serve over 181bn recommendations a month to over 900m users.

5) 49 per cent of B2B and 51 per cent of B2C marketers were challenged with measuring content effectiveness in the previous year.

6) Less than 10 per cent of the online population account for 85 per cent of clicks.

7) The average blog post in 2015 was 900 words long, 10% longer than the previous year.

8) Average word count in the 2015 of top ranking content in Google was between 1,140 and 1,285 words.

9) 91 per cent of buyers prefer interactive content such as quizzes, calculators, polls, and surveys.

10) Including a product pitch within an article would bring the content’s credibility down by 29 per cent.

To learn more about content marketing and how to effectively use it, view our series, In short 3 minute videos, produced in association with PulsePoint, you will learn about:

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.