In 2022, global content marketing industry revenue was estimated at roughly 63 billion U.S. dollars. The source projected that it would increase to 72 billion in 2023 and that it would continue growing over the further years to reach 107 billion in 2026.

During a survey conducted in 2022, 45 percent of responding marketing professionals stated that their most successfully performing type of content marketing was video. Short-form articles and success stories followed with 31 percent and 28 percent, respectively.

Some common types of content used in content marketing include:

• Blog posts and articles
• Videos
• Podcasts
• Infographics
• E-books and whitepapers
• Webinars and online courses
• Social media posts
• Email newsletters
• Case studies
• Interactive content (quizzes, polls, etc.)

Businesses can use content marketing to reach their target audience, establish thought leadership, generate leads, and support various stages of the customer journey.

Businesses can cultivate relationships with their audiences and ultimately influence their purchasing decisions by consistently providing high-quality content.

During a 2024 survey among business-to-business (B2B) marketers worldwide (but predominantly based in North America), approximately 47 percent reported having a documented content strategy. A year earlier, the share stood at 53 percent. According to the same study, LinkedIn and Facebook ranked among the most valuable social media platforms for B2B content marketers.

During a survey carried out in 2022 among marketers from across the globe, 90 percent of respondents indicated that content marketing was part of their overall marketing strategies. The share increased by 20 percentage points compared to the value reported in 2019.

As of August 2024, approximately 89 percent of business-to-business (B2B) content marketers surveyed worldwide (but predominantly based in North America) said their organizations used social media platforms organically to distribute content during the 12 months preceding the survey. A blog on a corporate website and an email newsletter followed, respectively mentioned by 84 and 71 percent of the participants. According to the same study, around 40 percent of B2B marketers anticipated a rise in investments in AI-powered content optimization and creation.

During a 2024 global survey among marketing and media leaders, around one-third (or 33 percent) selected creating high-quality content as one of their biggest challenges regarding content marketing. Budget constraints and keeping up with new trends rounded up the top three answers, cited by 30 and 29 percent of respondents, respectively.

1 INTRODUCTION 1.1 Study Assumptions and Market Definition 1.2 Scope of the Study

   2 RESEARCH METHODOLOGY

   3 EXECUTIVE SUMMARY

   4 MARKET INSIGHTS
   4.1 Market Overview
   4.2 Industry Value Chain Analysis
   4.3 Porters Five Forces Analysis
   4.3.1 Bargaining Power of Suppliers
   4.3.2 Bargaining Power of Buyers/Consumers
   4.3.3 Threat of New Entrants
   4.3.4 Threat of Substitute Products
   4.3.5 Intensity of Competitive Rivalry
   4.4 Assessment of Impact of COVID-19 on Market

   5 MARKET DYNAMICS
   5.1 Market Driver
   5.1.1 Rise of Digital Channels
   5.1.2 Growing Need for Demand Generation and Personalized Marketing Strategy
   5.2 Market Restraint
   5.2.1 Lack of Key Personnel with Skills to Manage Content Marketing Activities

   6 MARKET SEGMENTATION
   6.1 By Component
   6.1.1 Software
   6.1.2 Service
   6.2 By Platform
   6.2.1 Blogging
   6.2.2 Videos
   6.2.3 Infographics
   6.2.4 Case Studies
   6.2.5 Others
   6.3 By End-user Industry
   6.3.1 Retail
   6.3.2 BFSI
   6.3.3 Media and Entertainment
   6.3.4 Telecom
   6.3.5 Other End-user Industries
   6.4 By Geography***
   6.4.1 North America
   6.4.2 Europe
   6.4.3 Asia 
   6.4.4 Australia and New Zealand
   6.4.5 Latin America
   6.4.6 Middle East and Africa

   7 COMPETITIVE LANDSCAPE
   7.1 Company Profiles
   7.1.1 Adobe Inc.
   7.1.2 Contently Inc.
   7.1.3 HubSpot Inc.
   7.1.4 Brafton Inc.
   7.1.5 Contentoo B.V.
   7.1.6 Hootsuite Inc.
   7.1.7 Seismic Software Inc.
   7.1.8 Upland Software, Inc.
   7.1.9 Influence and Co.
   7.1.10 Curata, Inc.

   8 INVESTMENT ANALYSIS

   9 FUTURE OUTLOOK OF THE MARKET

   Statistics for the 2024 Content ing market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Content ing analysis includes a market forecast outlook to for 2024 to 2029 and historical overview. Get
   a sample of this industry analysis as a free report PDF download.

   Content Marketing Also Known As: Inbound Marketing, Brand Journalism, Custom Publishing, Content Advertising

   Content Marketing Report Covers the Following Regions: NA, North America, North American, Northern America, Northern American, EU, Europe, European, LA, Latin America, Latin American, South America, South American, Central America, Central American, MEA, Middle East and Africa, Middle Eastern and African, MENA, Middle East, Middle Eastern, Africa, African

   Content Marketing Report Covers the Following Countries: NA, North America, North American, Northern America, Northern American, EU, Europe, European, Asia, Asian, Australia, Australian, New Zealand, New Zealander, ANZ, LA, Latin America, Latin American, MEA, Middle East and Africa, Middle Eastern and African, MENA, Middle East, Middle Eastern, Africa, African

During a November 2022 survey carried out among professionals involved in content marketing, 18 percent stated that they used social media posts as a part of their content marketing strategy; 13 percent named videos in the same context. The 2022 digital video ad spending in the U.S. was estimated at 67 billion U.S. dollars.

During a 2024 global survey among marketing and media leaders, approximately 42 percent reported using artificial intelligence (AI) tools a few times per week or daily when writing or generating content. Around 40 percent said they used those solutions for social media content generation. According to the same study, Facebook and Instagram were the social media platforms most used by global marketers for organic content and paid ads.

During a global survey carried out in 2022, 27 percent of responding marketers said their company spent up to less than one thousand U.S. dollars each month on content marketing efforts. According to ten percent of surveyed industry professionals, their monthly content marketing budgets for 2022 ranged between ten thousand and 20 thousand U.S. dollars.

During a 2024 global survey among marketing and media leaders, around 29 percent reported using ChatGPT in content-related tasks. Gemini and Midjourney followed, each mentioned by three percent of respondents. Over half – or 52 percent – of the interviewees said they did not use any AI tool. According to the same study, X and Facebook were the social media platforms most used for content marketing worldwide.

As of August 2024, approximately 82 percent of business-to-business (B2B) content marketers surveyed worldwide (but predominantly based in North America) listed understanding the audience among the leading factors contributing to content marketing's success. High-quality content and industry expertise followed, selected by 77 and 70 percent of respondents, respectively. According to the same study, B2B content marketers' leading paid content distribution channels included social media ads and search engine marketing (SEM).

As of August 2024, around 85 percent of business-to-business (B2B) content marketers surveyed worldwide (predominantly based in North America) selected LinkedIn as the social media platform delivering the best value. Facebook and YouTube followed, respectively mentioned by 28 and 22 percent of respondents.

During a 2024 global survey among marketing and media leaders, around 61 percent reported having a somewhat clear picture of how their content was performing, while 26 percent said they had a very clear view. Approximately 13 percent stated it was not at all clear. According to the same study, retaining and expanding a customer base was the most impactful content measure driving organizations' revenues.

During a May 2024 survey among marketers in the United States, around 62 percent reported using generative artificial intelligence (GenAI) to brainstorm new topics. Approximately 53 percent of respondents said they utilized it to summarize content, while 44 percent wrote article drafts with such tools. Furthermore, 11 percent reported not using GenAI tools.

As of August 2024, approximately 61 percent of business-to-business (B2B) content marketers surveyed worldwide (but predominantly based in North America) included video among the areas attracting more investments from their organizations in 2025 than in the previous year. Thought leadership ranked second, mentioned by 52 percent, while artificial intelligence (AI) for content optimization/performance and paid advertising tied for third, each cited by 40 percent of respondents. AI for content creation rounded out the top five, selected by 39 percent of the participants.

During a survey carried out in 2022 among marketers from across the globe, 80 percent stated they thought their content marketing strategy was very successful; another 73 percent perceived their content marketing strategy was successful, and 52 percent said it was unsuccessful.

During a November 2022 survey carried out among professionals involved in content marketing, 41 percent stated that creating brand awareness was one of the goals they were pursuing with their content marketing activities. Building loyalty among existing customer was a target for 33 percent of respondents. An additional 38 percent of marketers were aiming to generate sales/revenue through that same marketing type.

During a 2023 global survey among business-to-business (B2B) marketers, 73 percent reported using conversions to measure the performance of their content marketing efforts. Email engagement and website traffic tied in second place, each mentioned by 71 percent of respondents as key performance indicators (KPIs) in B2B content marketing. According to the same study, brand awareness and lead generation were the leading goals achieved through content marketing among B2B marketers worldwide.