21 statistics that prove the value of content for technology-based companies

If you’re part of a company that sells technology or technology-based services to other businesses, you need to publish quality content if you want to reach your buyers. Content marketing has evolved substantially since it skyrocketed in popularity several years ago. Most B2B companies consider it ubiquitous.

Nonetheless, not all content is created equal. Ninety percent of the most successful B2B content marketers prioritize their audience’s informational needs over their own sales messaging—that’s compared to 56% of the least successful.

Content has evolved, and in order to keep pace, you need to adapt your strategy to be more data-driven and buyer-centric. If you need more insight into the types of content strategies that work for technology-based businesses, here are 21 statistics that will help:

General Content Marketing Statistics

1. Content marketing gets companies 3X more leads than paid search advertising. (Content Marketing Institute)

2. At least 89% of B2B marketers use content marketing as part of their marketing strategies. (Content Marketing Institute)

3. Sixty-five percent of B2B buyers prefer to consume credible content from industry influencers. (Demand Gen Report)

4. Sixty-four percent of B2B buyers give more credence to peer reviews, user-generated feedback, and third-party analysis over brand-generated content. (Demand Gen Report)

5. Sixty-six percent of B2B buyers strongly agree that companies need to make it easier to access their content. (Demand Gen Report)

6. Marketing leaders only allocated 5.9% of their marketing budgets to content creation in 2018. (Gartner)

7. Only 40% of marketers are pleased with the quality of their content. (Gartner)

8. Bad writing costs businesses about $400 billion every year (thinkgrowth.org)

9. Only 24% of B2B companies are partnering with thought leaders to expand their audience reach. (CMI & MarketingProfs)

10. Sixty to seventy percent of B2B content is never used because the topics are irrelevant to the buyer audience. (Content Marketing Institute)

11. About 45% of firms’ content creation is not backed by a unified strategy and is instead done on an ad hoc basis. (IMN Inc)

Content Statistics for Technology-Based Companies

12. Fifty-seven percent of B2B technology buyers consider much of the content they receive from vendors “useless.” (Forrester)

13. Sixty-six percent of B2B technology buyers think vendors provide them with too much content to sift through. (Forrester)

14. Sixty percent of B2B technology buyers get most of their information from sources other than vendors. (Forrester)

15. Seventy-six percent of B2B technology buyers say personalized content that is tailored to their industry, role, and department is “important” or “very important” for their technology buying decisions. (Forrester)

16. Sixty-four percent of B2B technology buyers value content that is tailored to their country or geography when making technology purchases. (Forrester)

17. Forty-nine percent of technology content marketers say they are “sophisticated” or “mature” when it comes to the maturity of their content marketing, a 4% increase from 2018. (Content Marketing Institute)

18. Forty-eight percent of B2B technology firms say demonstrating content marketing as a revenue source to their superiors is one of their top priorities. (Content Marketing Institute)

19. Sixty-eight percent of technology content marketers say their top content marketing challenge is creating content that appeals to multiple roles. (Content Marketing Institute)

20. Eighty-two percent of technology marketers say their organization is primarily concerned with creating content that builds loyalty with existing clients and customers. (Content Marketing Insititute)

21. Seventy-nine percent of technology marketers include education as a priority in their content strategies. (Content Marketing Institute)

For more insights into what superb content looks like for technologies, get in touch with an analyst today.