The amount of content that you can access with just a few clicks is both incredible and difficult to wrap your head around. The same idea can be said for the effectiveness of using content as a way to connect with potential customers. By creating valuable, engaging content that people can access online, you can bring more people to your door and grow your brand.
Content marketing is a type of digital marketing approach. It involves using anything from blog posts to e-books as a way to showcase your value to a potential patient. It works by discussing a relevant issue, need or interest. It’s also essential for search engine optimization (SEO), which is creating content that appeals to the search engine algorithms so that you rank high for certain keywords.
If you’re a healthcare practice or brand, content marketing can also help you spread awareness and education about important healthcare concerns.
By taking a look at content marketing statistics, you can see the impact that they can have on the success of your strategies as well as what to consider when creating new content. We’ll explain a few B2B (business-to-business) and B2C (business-to-consumer) content marketing statistics that are worth knowing and how BURG+CO. uses those statistics to create an effective marketing strategy.
5 B2B content marketing statistics
When you’re trying to appeal to other businesses with your healthcare content, the goal is to show providers and experts how you can improve their treatments, day-to-day operations and patient care.
Here are a few key B2B content marketing statistics that you should keep in mind while creating your own strategies and campaigns:
- Approximately 73% of B2B marketers use content marketing in their overall marketing strategy.
When nearly three-fourths of marketers use a specific approach to appeal to businesses, it can become a staple of any effective strategy. Even though a marketing strategy should be comprehensive and have many different approaches, this statistic is proof that content marketing should be one of them, as it’s backed by so many experts.
- Outsourcing B2B content increased from 71% to 75% for large companies between 2019 and 2022.
If your team’s expertise is solely in healthcare, and you don’t want that to change, then outsourcing your content marketing efforts to a company like BURG+CO. may be the best option. We can not only create high-quality content that drives conversions, but we can also keep you to a consistent posting schedule.
- Approximately 31% of B2B marketers are focusing their content on answering questions and considering user intent.
AI is becoming more and more integrated into the SEO process. Marketers have started to readjust their content to answer questions that are posed through long-tail keywords. While they may have a lower search volume than broad keywords, long-tail keywords have a higher intent because the user is actively searching for specific answers. This can lead to higher-quality lead generation.
- For the nearly half of B2B content marketers who feel their content marketing is only “moderately effective,” it’s due to a lack of clear goals.
While any success in your content marketing is something to celebrate, you want to do what you need to to continue growing your metrics, such as traffic and conversions. B2B marketers who aren’t over the moon about their content marketing believe that they lack the clear goals needed to drive the efforts. It’s important to determine the objectives of your content marketing strategy. You want to make sure that every effort aligns with your long-term goals.
- More than 60% of B2B buyers prefer to reference practical content when making a purchasing decision.
This statistic shows that professional connections are more likely to be made if the potential customer sees that you have data and valid sources. Examples include e-books and webinars, which can provide users with a comprehensive idea of your insight and expertise to build a sense of trust and credibility.
5 B2C content marketing statistics
If you’re a healthcare brand, you’re likely focusing more on acquiring and retaining potential patients using your content as opposed to other brands.
Here are five B2C content marketing statistics to be aware of:
- Approximately 70% of B2C marketers use content marketing in their overall marketing strategy.
Even though this is pretty similar to the B2B statistic, it’s still worth noting. Not only does it prove that every type of marketing strategy can benefit from content, but it also shows that every user can find value in your content. Targeting your content toward the right audience can enable you to grab the attention of potential patients for increased traffic and conversions.
- Approximately 64% of B2C marketers are concerned about the impact of search engine algorithm changes on their content marketing.
This statistic came from 2022. Even so, it’s still incredibly relevant, as it seems like there’s a new algorithm change every other day. By keeping up with SEO changes, such as algorithm prioritization and new AI features, you can adapt your marketing strategy to be sure that you don’t fall through the cracks.
- In 2022, approximately 83% of B2C marketers created posts or short articles in the previous year.
The most common type of content created by B2C marketers is posts that are fewer than 3,000 words. Videos are the second-most common at 61%. By understanding the go-to forms of content, you can make sure that they are included in your marketing plan. You can also explore other less-explored options that may make you stand out from the crowd.
- Facebook is used by more than 85% of B2C marketers for social media content distribution.
Social media content can increase your engagement and organic traffic, and there are a variety of platforms you can use to distribute your content. However, Facebook is by far the most used social media used for B2C marketing. For many brands, their target demographics are active on Facebook, such as Gen X. It gives them opportunities for high shares and video views.
- B2C content receives more than nine times the amount of shares than B2B.
By no means are we saying that B2B content can’t thrive on social media by being shared. However, B2C content marketing efforts are more likely to be shared because they can appeal to a broader audience. B2C content is being shared with other potential customers or patients, while B2B content will likely only be seen as valuable by others in the field.
Not sure how to use content marketing statistics to help your strategy? BURG+CO. can help
At BURG+CO., content marketing is one of our specialties — we know what it takes for content to succeed in the search engines, grab the attention of the right people and gain a competitive edge. We use statistics and marketing trends to help determine the content marketing strategy that will work best for your brand’s long-term goals based on evidence-backed practices.
From there, our talented team of content writers will create high-quality, authoritative blog posts. They can help you boost your click-through rate on Google, increase your engagement and improve your conversion rate to move your bottom line.
Our team has years of experience in helping healthcare brands improve their digital presence to attract new patients and retain existing ones. If you’re looking to perform better in search engine results and attract more potential patients to your site, we’re ready to talk to you to see how we can help.
Contact our team today for more information about digital marketing. You can also schedule a complimentary consultation.
