Top Content Marketing ROI Statistics You Need to Know in 2023

Top Content Marketing ROI Statistics You Need to Know in 2023

Jovana Ristić


 min read

In the current marketing ecosystem, it’s hard to believe anyone still doubts the competitive edge of a well-designed and properly executed marketing strategy. However, marketing teams have had a tough time linking their efforts to the company's results due to the lack of tools for tracking and understanding content marketing ROI statistics.

Thankfully, not anymore. Content marketing research institutes have found a way to correlate content marketing strategies to a company’s ROI directly and came up with some remarkable stats and trends for 2023. 

Top Content Marketing Statistics: Editor’s Pick

Here are the most critical content marketing ROI stats you should know to get a better idea of the metrics in this article. 

  • The video format was the primary type of content created in 2022, followed by blogs and images. The trend will persist in 2023 as well. 
  • Only 27% of users read blogs in depth. 73% of them admit to just skimming through posts.
  • 96% of customers have watched explainer videos to learn more about a specific product or service before reaching out to the vendor. 
  • 62% of Americans listen to podcasts.  
  • 90.63% of all pages on the internet get no organic search traffic from Google. 
  • 93% of B2B marketers plan to develop a content marketing strategy.
  • 51% of all businesses that invest in content marketing publish content on a daily basis. 
  • 73% of B2C marketers use keyword research for SEO to guide them through content creation. 

Visual Content Marketing Statistics: What the Eyes See, the Mind Knows

Videos, infographics, snapshots, and other forms of visual content are calling all the shots in content marketing right now. Platforms like Instagram, TikTok, and many others, with added features like reels, are driving viewer engagement like never before. Here are key visual content marketing ROI statistics to keep an eye on. 

1. 70% of viewers bought a product after seeing it on YouTube.

(Source: Google)

According to Google/Talkshoppe’s “Whyvideo study, 70% of people claim they bought a brand as a result of seeing it on YouTube, a premium video platform. Advertisers are actively using TrueView for action campaigns and other effective video solutions that encourage action. 

2. TikTok and Instagram reels are social media’s most effective video formats.

(Source: Hubspot)

The report from Hubspot indicates that short video formats on TikTok and Instagram are the most effective forms of video content on the internet. In fact, TikTok’s ROI has increased by 12% last year, largely due to these.

3. 86% of businesses use videos as marketing tools. 

(Source: Wyzowl)

By surveying more than 528 respondents, Wyzowl has come up with impressive results related to B2B content marketing statistics 2023. Namely, 86% of all businesses use videos as marketing tools. Additionally, 42% of video marketers say that the cost of an average video is up to $500, prompting businesses to leverage video marketing to bolster their ROI. 

Content Statistics for Blogs: Is the Pen Mightier Than the Video? 

Many would argue that people don’t read on the internet, but that is not quite the case, according to content marketing ROI statistics 2023 on blogs and articles. 

4. 70% of internet users gather information from blogs rather than classic ads.

(Source: Demand Metric)

A Demand Metric infographic shows that 70% of users would rather gather information about a business or product by reading their blogs rather than through classic advertisements. 

5. How-to articles is the most popular blog form. 

(Source: Statista)

Of all the different types of blogs, how-to-articles lead the way, with 77% of all blog readers looking for them on the internet. News and trends come in second, with 49% opting for this type of written content. A close third is guides and ebooks, with 47% of readers favoring them. 

6. Blogs number 600 million worldwide.

(Source: Webtribunal)

In total, there are 600 million blogs on 1.9 billion websites in the world. Authors produce more than 6 million blogs daily, or over 2.5 billion on a yearly basis. According to these numbers, more than a third of all websites are blogs, prompting companies and businesses to invest in them to boost digital marketing ROI statistics. 

Podcast Content Marketing Statistics

A lot of brands are launching their own podcasts in order to leverage their growing popularity. The logic is sound, as more than 60% of Americans alone listen to podcasts. The following content marketing ROI stats indicate the advertising potential of this particular medium. 

7. Podcast ads spending to increase to $2.5 billion by 2024.

(Source: Statista)

Podcast advertising spending was estimated at $1.73 billion in 2022, with a steady increase predicted in the following years. In fact, by 2024, companies are expected to increase their expenditures on advertising in podcasts to $2.5 billion.

8. 80% of podcast listeners tune into every episode.

(Source: Podcast Insights)

Among podcast listeners, 80% consume all or most of each episode. This percentage indicates a slight decrease when compared to results from 2017. However, in terms of content marketing ROI stats, those listeners that stick through every episode increase the company’s ROI by purchasing the advertised products. 

9. 43% of podcast listeners aged 35–54 are monthly listeners.

(Source: Edison Research)

Results from Edison Research’s findings related to consumer behavior in digital media in America tell us that there’s been a steady year-over-year growth of podcast listeners between the ages of 35 and 54. Now, 43% of all listeners from that age group are monthly listeners. 

Organic Search Results and Content Marketing ROI Statistics

Companies invest heavily in organic search results. In other words, their marketing teams will complete keyword research and invest a lot of time and energy in SEO, which will ultimately lead to positive ROI statistics. 

10. 53% of customers do product research online before buying.

(Source: Google)

According to an Omnichannel Holiday Study by Google/Ipsos, US, 53% of customers claim to always do research online before purchasing a product to make sure they are making the best possible decision. Additionally, 87% of shoppers indicated getting a good deal is essential when deciding on a brand. 

11. 69% of all marketers invest in SEO.

(Source: Hubspot)

The percentage of marketers that actively invest their time and resources into SEO and the improvement thereof is at a 69% mark, a 5% increase from the numbers in 2021, for example. Their SEO tactics mostly relate to strategic keywords, mobile optimization, and localization. 

12. Only 5.7% of new pages will rank in the top 10 search results within the first year.

(Source: Ahrefs)

Ahrefs, a leading all-in-one SEO tool, showed that only 5.7% of all pages managed to rank in the Top 10 search results within one year of publication for at least one keyword. Those pages with a high Domain Rating (DR) outperformed those with a low DR considerably, which impacted their average ROI for digital marketing efforts. 


Content marketing ROI statistics indicate how companies and businesses are starting to measure the success of their marketing efforts and campaigns. Although there is no general content marketing ROI calculator, the math is simple. If you subtract the initial cost of your marketing investment from its final value and then divide this new number by the cost of the investment and multiply it by 100, you’ll get your ROI. 

The number can show you how profitable a particular action was. In terms of content marketing, the best ROI numbers are posted by those companies investing in visual content marketing, followed by blogs and then the rising stars — podcasts. 


What is a good ROI for content marketing?

A good ROI measurement depends on the costs and your industry. However, 500% is globally considered a good benchmark for any marketing ROI. 

How do you track ROI on content marketing?

To track ROI on content marketing, you need to account for the cost of content production and its distribution and subtract that combined value from the profit generated over the indicated period.  

What is ROI for content creators?

An ROI for content creators would be a percentage that shows how much money they earned compared to the efforts and time they invested in creating content. 

What is the average ROI for social media marketing? 

Businesses normally aim for an ROI of around 3:1 for social media marketing. In other words, for every $10 invested in SMM, they expect $30 in revenue. These percentages and rates may vary depending on the industry, reach, and multiple other factors. 



Demand Metric

Edison Research




Podcast Insights





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