On the edge about B2B content? Here are 5 stats to push you over.

Before we jump into the statistics, I must warn you — take extreme caution, because this article may cause mindful action towards higher business revenue.

Move slowly… Quietly scan the stats… One step at a time… 

Be aware of the content beast lurking in the bushes…

I joke, of course, but my message is truthful. 

B2B content does work, and when you see it for yourself, you will hurry to carve yourself a slice of that content pie.

Summary of the article listed by points



1. Content builds credibility and trust.

82% of the B2B decision-makers said that thought leadership being shared by someone they know and respect is a critical factor in getting them to engage. (Source)

2. Content brings in leads.

93% of B2B companies say content marketing generates more leads than traditional marketing strategies. (Source)

3. Content nurtures leads.

Targeting users with content relevant to their position along the buying process yields 72% higher conversion rates. (Source)

4. Content marketing ROI is incredible.

Content marketing costs 62% less than traditional marketing and generates about three times as many leads. (Source)

5. Content marketing isn’t going anywhere.

93% of B2B marketers use content marketing. (Source)

Content marketing will be an industry worth $412.88 Billion by 2021. (Source)



So now, I might ask you – what’s the hold-up?

But, I know the answer. You don’t know where to begin.

While you may have had an idea for a blog post or an ebook, the minute you sat down to write it, you suddenly realised – this is a waste of time. You probably thought – Wouldn’t cold calling be more effective?

I know exactly how that feels.

When I first heard about content marketing results, I genuinely believed these statistics were overblown by brands who benefit from selling content. 

(This was before I became one of those brands, oh memories!)

But, as an ex-journalist, I was eager to do my due diligence – research and eventually dip my finger into the water.

What happened?

I published two pieces of content. Both of the content pieces brought in new clients within a month.

The funny part?

My new clients were the exact match to the ideal customer profile I made when I started to write those articles – for that ideal customer!

So, my advice is — go for it now. 

The reality is, when you publish a piece of content, it will generate new leads as long as it’s out there. Content is like having an army of minions working for you 24/7.

And, the start of a new year is the perfect time to start planning your content marketing efforts. By the end of the year, you will be amazed by what you have achieved!

Ana’s advice for B2B content beginners

Before putting on your gloves and hard hat, remember to do some preparation work.

Content works, but it fails too.

If you don’t know much about how content marketing works, what SEO means, or how to perform keyword research – do some investigation beforehand. Or hire a professional to help you.

And, when you finally decide to start content marketinging (it’s going to become an expression, trust me!) — scan through the list of things I believe every B2B brand must do, and some things I would kindly advise doing.

List of things to do when starting content marketing

What else to say except – go and spread your word!

If you need any guidance or have a question – feel free to connect with me on social media or send me an email at ana@anacolak.co.uk!

Ana Colak writing

Interested in having a chat about content?