Sam Champion Sam Champion

Content marketing now sits at the centre of modern marketing, reshaping how brands research, plan, create, distribute and measure content. Over the past year, new tools and strategies have streamlined workflows and provided sharper insights into what delivers real results. However, success still relies on human expertise, strong editorial standards, responsible use of technology and a clear focus on business goals. Prepare for the year ahead with 30 content marketing statistics, drawn from recognised reports and large-scale surveys, so your planning decisions are based on evidence, not opinion.

AI’s expanding role in modern content marketing

Generative AI is rapidly changing the content marketing space, enabling marketing teams to achieve increased efficiency. However, this technology comes with the responsibility to maintain audience trust, as some users remain cautious about AI-generated content. The key for brands will be to recognise AI’s benefits while ensuring content remains authentic and user experience (UX) remains a priority. Brands that adopt responsible AI with genuine, high-quality content will be well-positioned to succeed as the industry continues to evolve.

  1. According to a 2025 report, 92% of businesses across sectors plan to invest in generative AI tools within the next three years. (Mckinsey)
  2. 55% of audiences feel uncomfortable on websites that contain AI-generated content. (Forbes)
  3. Content teams are creating articles 10% faster using AI in 2025, saving an average of 23 minutes (from 3 hours and 48 minutes to 3 hours and 25 minutes). (Orbit Media)
  4. Among the marketers using AI for content marketing: 87% say productivity has improved, 6% say there’s been no change, 3% say it’s decreased, 1% are unsure and 3% say it’s too soon to tell. (Chartered Marketing Institute)
  5. Approximately 62% of consumers are willing to adopt generative AI in marketing and advertising, provided it does not negatively impact their overall experience. (Capgemini Research Institute)

The evolution of search: how AI is reshaping SEO

SEO is evolving with AI and transforming how users search and access information. While traditional search engines remain important for brand discovery, the rise of AI summaries and overviews is changing user behaviour, often reducing the need for website visits. As AI-driven platforms gain traction and drive more outbound clicks, marketers must adapt their strategies to capture attention both within and beyond search results. Keeping up with these trends will be essential for maintaining visibility as SEO continues to evolve.

  1. 32.9% of internet users aged 16+ discover new brands, products and services via search engines. (DataReportal)
  2. Roughly 60% of searches on traditional search engines yield zero clicks. AI summaries and other features on the search results page answer questions, so users often don’t need to visit any websites. (Semrush)
  3. AI overviews now appear on 13% of searches, doubling in just two months. (Semrush)
  4. ChatGPT users click out to external websites approximately twice as often as Google users, with 1.4 links per visit compared to 0.6 from Google. (Semrush)
  5. AI search traffic may surpass traditional search traffic by 2028 (Semrush)

Building effective content strategies in a data-driven era

Content strategy remains a core focus for marketers, with most teams having a clear plan in place and increasingly adopting AI tools to optimise their content. ‘How-to’ articles are especially popular, reflecting a demand for practical, high-value content. Frequent content audits are also becoming standard practice as marketers look to refine and enhance their strategies.

While the majority experience at least some improvement from their efforts, ongoing optimisation is essential for sustained success.

  1. 76% of marketers are writing ‘how-to’ articles in 2025 (Orbit Media)
  2. Optimising content is the leading use case for AI tools, according to SurveyMonkey research. Over half (51%) of marketing teams use AI to optimise content. (Survey Monkey)
  3. 97% of marketers reported having a content strategy. (Content Marketing Institute)

  4. 33% of marketers will conduct a content audit twice a year. (Semrush)

  5. 13% of marketing leaders report that content strategy is their top challenge (Hubspot)

Why blogging still matters in content marketing

Blogs remain a central focus of content marketing, with the majority of internet users reading them and most marketing teams seeing positive results from their efforts. While blog posts are not the top content format, they still hold significant value, especially when enhanced with images, statistics and other engaging elements. The average blog post length is now trending downward, reflecting a focus on concise, high-quality content. Marketers are increasingly diversifying blog content to boost engagement and meet evolving audience expectations.

  1. In 2025, the average blog article length is 1,333 words (Orbit Media)
  2. Blogs are read by 77% of people on the internet (Neal Schaffer)
  3. Approximately 7.5 million blog posts are published every day (Wix)
  4. Blog posts were the fourth most popular content format used by marketers (19.47%), following short-form video (29.18%), images (28.95%) and interviews (21.64%). (Hubspot)
  5. 88% of marketers include images in their blog posts, followed by 60% who use statistics, 45% who add contributor quotes, 26% who incorporate video and 7% who include audio. (Orbit Media)

Social media’s influence on audience engagement and brand voice

Social media remains a highly valuable channel for content promotion, with nearly all marketers utilising its reach. Audiences, especially younger generations, find social content highly relevant, often preferring it over traditional media. Marketers are experimenting with new tones on social platforms, showing a willingness to innovate and adapt. Regularly adjusting strategies to stay in step with trends and audience preferences is becoming the norm for staying effective in the fast-paced world of social media.

  1. 83% of marketers use social media to promote their content (Statista)
  2. Social media users spend an average of 2 hours 19 minutes per day across 6.8 different platforms. (Digital Marketing Institute)
  3. 56% of Gen Z and 43% of millennials report that social media content is more relevant to them than traditional content, such as TV shows and movies. (Deloitte)
  4. 43% of marketers tested a new tone or personality on social, with some bold enough to diverge significantly from their standard brand voice. (Hootsuite)
  5. 27% of marketers say they regularly adjust their content strategies based on current trends. (Hootsuite)

The rise of video and visual content in driving marketing success

Video and visual content have become central to effective marketing strategies, with short-form video and images now the most widely used formats among both B2B and B2C companies. Marketers are seeing strong returns on investment (ROI) from video, particularly short-form content and view video as increasingly important to their overall approach. Explainer videos are noticeably popular, enabling brands to communicate their value clearly and concisely. With most marketers planning to maintain or increase their investment in video, its influence in content marketing is set to grow even further in 2026.

  1. 30% of both B2B and B2C companies leverage short-form video and images as part of their content strategy, making these visual formats the most popular among marketers. (Hubspot)
  2. Short-form video now drives the highest ROI of any content format, with 21% of marketers ranking it as their top performer. (Hubspot)
  3. 95% of marketers believe video is important to their strategy, up from 88% in 2024. (Dash)
  4. 73% of video marketers have created explainer videos, making this the most popular singular use case for video marketing in 2025. (Wyzowl)
  5. 93% of marketers plan to spend around the same amount or more on video marketing in 2025. (Wyzowl)

Why are the statistics important?

Statistics are essential for shaping effective content marketing strategies because they provide a clear picture of what’s working across the industry. By grounding your decisions in up-to-date, evidence-based insights, you can prioritise tactics that deliver real results and avoid relying on guesswork or outdated practices.

Understanding key trends helps you stay ahead of the competition and adapt your approach as audience preferences and marketing channels evolve. With the correct data, you can confidently plan, execute and optimise content that achieves your business goals.

Ready to elevate your content marketing strategy?

With content marketing evolving faster than ever – driven by AI, new platforms and shifting user behaviour – having expert guidance can make all the difference.

If you’re looking to strengthen your approach for 2026, book a free consultation with us today. Let’s work together to turn these insights into practical strategies for your business.