82%
of marketers who actively invest in content marketing as a strategy
HubSpot — State of Marketing 2026, 2026Content Marketing Statistics (2026)
Free-to-cite figures on content marketing budgets, format mix, ROI benchmarks and AI adoption across B2B and B2C — each linked to its primary source.
Last updated June 9, 2026 · 16 statistics · 6 cited sources · CC BY 4.0
73%
of B2B marketers who say content marketing is a critical or very important part of their overall marketing strategy
Content Marketing Institute / MarketingProfs — B2B Content Marketing 2024, 2024Adoption & spend
How widely content marketing is used, and how much organisations are investing.
$600B+
estimated global content marketing industry revenue forecast for the coming years (Statista)
Statista — Global content marketing industry revenue, 202645%
of B2B marketers who expect their content marketing budget to increase year-over-year
Content Marketing Institute / MarketingProfs — B2B Content Marketing 2024, 20247.7%
average share of company revenue that marketing leaders report spending on marketing overall (a baseline for content's share of that budget)
The CMO Survey — Highlights and Insights, 2025Format & channel mix
Which formats and channels marketers actually publish, and which they rate highest.
94%
of B2B marketers who used short articles or posts in the past 12 months — the most-used format
Content Marketing Institute / MarketingProfs — B2B Content Marketing 2024, 202484%
of B2B marketers who used videos in the past 12 months — up sharply from prior years
Content Marketing Institute / MarketingProfs — B2B Content Marketing 2024, 202478%
of B2B marketers who used case studies / customer stories in the past 12 months
Content Marketing Institute / MarketingProfs — B2B Content Marketing 2024, 202490%
of B2B marketers who use LinkedIn — the highest-rated organic distribution channel
Content Marketing Institute / MarketingProfs — B2B Content Marketing 2024, 2024ROI & lead generation
What content marketing actually produces — leads, brand lift and revenue contribution.
3x
more leads generated by content marketing vs. outbound marketing, while costing ~62% less (long-cited Demand Metric benchmark)
Demand Metric — Content Marketing Infographic, 201767%
of B2B marketers who say content marketing generates demand and leads for them (top-rated outcome)
Content Marketing Institute / MarketingProfs — B2B Content Marketing 2024, 202476%
of B2B marketers who say content marketing builds brand awareness for them (top outcome)
Content Marketing Institute / MarketingProfs — B2B Content Marketing 2024, 202413x
higher likelihood of seeing positive ROI for organisations that prioritise blogging, per HubSpot
HubSpot — Marketing Statistics, 2026AI in content marketing
Generative AI adoption inside content teams — what they're using it for and what's still off-limits.
72%
of B2B marketers who report using generative AI tools in their content workflows
Content Marketing Institute / MarketingProfs — B2B Content Marketing 2024, 202451%
of marketers who use AI primarily to brainstorm ideas and outline content
HubSpot — State of Marketing 2026, 202661%
of marketers who say AI has improved the quality of their content (vs. 5% who say it's worsened it)
HubSpot — State of Marketing 2026, 202631%
of content marketing teams that have a formal policy governing how AI may be used in published content
Content Marketing Institute / MarketingProfs — B2B Content Marketing 2024, 2024Methodology
Figures come from the largest publicly-available annual content-marketing surveys: CMI/MarketingProfs B2B Content Marketing, HubSpot State of Marketing, Gartner CMO Spend Survey and Statista market sizing. Where multiple credible figures exist for the same question we cite the most recent. We re-fetch every source at least quarterly. Released under CC BY 4.0 — reuse freely with a link back.
Cite this page
TINS HUB. (2026). Content Marketing Statistics (2026). Retrieved from https://www.tinshub.com/content-marketing-statistics
Frequently asked questions
- How big is the content marketing industry?
- Statista estimates global content marketing industry revenue in the hundreds of billions of dollars, growing into the $600B+ range over the next few years on the back of digital ad spend, SaaS marketing budgets and creator economy crossover.
- What's the ROI of content marketing?
- The most-cited benchmark is Demand Metric's: content marketing generates roughly 3x the leads of outbound marketing while costing ~62% less. In the CMI 2026 survey, lead generation and brand awareness were the top two outcomes B2B marketers reported.
- What share of marketers use AI for content?
- Around 72% of B2B marketers report using generative AI tools somewhere in their content workflow — most commonly for brainstorming and outlining. Only ~31% have a formal policy governing how AI may be used in published content.
- Can I cite these statistics?
- Yes — they're released under CC BY 4.0. Use any figure on this page in articles, decks or reports. A link back to the page is appreciated but not required.