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    B2B SaaS Content Marketing Statistics for 2024

    Last updated: January 16th, 2024

    Need to secure more budget and resources to reach your SaaS content marketing goals in 2024? Our curated list of relevant content marketing statistics will give you critical insights that will help you achieve just that.

    Now, let’s see some stats, so you have a clear view of the content marketing landscape you’re navigating this year.

    General Content Marketing Statistics

    It’s estimated that in 2024, the content marketing industry will grow to be worth $600 billion.

    Just as B2B SaaS is seeing continual industry growth, the content marketing sector is also experiencing growth. With a CAGR of 13.7%, the industry is fueled by technology development, AI tools in particular, but also by the business growth potential for startups.

    Over half of all businesses will increase their content marketing budgets in 2024.

    As a result of increasing B2B competition and a general feeling of global economic uncertainty, many SaaS businesses will increase their marketing budgets to remain competitive. In addition to budget increases, marketers will need to focus their efforts on developing quality human-centric content to compete against generative AI content.

    90% of content marketers use blogs as part of their marketing strategy.

    Blogs will continue to be an integral part of any successful content marketing strategy. They serve as a vital tool for engaging the target audience, offering informative content that retains visitors to your site.

    SaaS businesses that use content marketing effectively report up to 400% lead generation growth.

    Content marketing is up to three times better at generating leads than traditional forms of marketing, and the effects have a longer-lasting impact.

    57% of companies outsource their content marketing efforts.

    While many businesses have in-house marketing teams, it’s also common for content marketing to be entirely or partly outsourced. This allows businesses to adjust their marketing output quickly and efficiently.

    80% of businesses indicate that they prefer to research a potential vendor through written content.

    B2B buyers do a significant amount of their own research before contacting sales, and blogs are one of the primary sources of information. Without feeling the pressure of a sales representative, the customer is free to absorb the details they need to make a decision in their own time.

    LinkedIn is the favorite social platform for publishing B2B content.

    Of all social platforms, LinkedIn is the most effective platform for B2B content. It’s loaded with business connections, so it gives you the highest chances of attracting high-quality leads.

    The Impact of AI

    65% of content marketers plan to start using generative AI tools to develop content.

    Content marketers see AI tools as both a threat and an opportunity by content marketers. Many marketers plan to make use of AI in 2024, despite the skepticism over how effective AI-generated content actually is.

    43% of bloggers say they are using AI tools to generate ideas.

    While not all use AI to craft full articles, many find these tools beneficial for kickstarting their creative process and developing an outline. So far, there is no conclusive evidence to suggest that using AI tools is better or worse for the overall success of content.


    Bloggers today spend 60% more time developing posts than they did 10 years ago.

    To produce better quality content, writers spend considerably longer than before crafting and perfecting their content. Although AI-generated content can be developed faster and cheaper, high-quality, human content appears to be preferred – and this takes time to craft.

    Content Performance

    55% of content marketers say that posting content frequently had a positive impact on ranking.

    Developing and committing to a content schedule is really important. In fact, 43% of marketers will publish content several times a week, while posting at least once a week is considered the bare minimum for maintaining audience engagement and relevance.

    63% of content marketers say they focus their efforts on building a connection with existing clients.

    A majority of marketers are putting effort into retaining existing clients, and there’s a good reason for that. Attracting and locking in a new client generally costs more than retaining existing clients. So, for example, blogs can be tailored to the wants and information needs of existing customers to build brand loyalty.

    According to the Semrush State of Marketing Report of 2023, the top three factors for successful content are thorough audience research, publishing frequency, and the quality of the content.

    Semrush surveyed over 1,000 marketers and business owners and analyzed over 500,000 articles to conclude that these three factors are key to content marketing. Many of the surveyed were also running content audits at least twice per year to update their strategy and content.

    Almost 90% of marketers believe repurposing old content is a better use of time than producing fresh content.

    Not only can repurposing and republishing old content be just as effective at attracting organic traffic as creating new content, it can also be cheaper and more efficient.

    Bloggers who include images are more likely to report successful content.

    Including images in blog posts has always been the gold standard for blog structure, and this won’t change in 2024. Readers still appreciate images to break up a text-heavy page, just don’t go overboard to avoid clutter.

    43% of readers admit to skimming blog posts.

    Long-form content performs better in several aspects in comparison to short posts. However, long-form content needs to be structured with readability in mind, because many readers will still skim through to find the specific information they’re looking for.

    Some Things to Work On

    Only 40% of content marketers have a documented strategy.

    Even though developing a strategy is core to the success of your content marketing efforts, many still overlook this vital step. To avoid falling into this common trap, prioritize developing a content marketing strategy and publishing schedule.

    47% of marketers are not tracking ROI from content marketing.

    Being able to analyze the performance of your marketing efforts is important not only for your own professional development but also for justifying budget increases. If you’re not tracking ROI, this is your reminder to start so you better understand the financial value of your marketing expense.

    With a content marketing budget of less than $15,000 per month, a company is 74% more likely to report poor performance than those who spend more.

    In some ways, you really do get out what you put in. There is plenty of evidence to suggest that those who invest seriously in content marketing see positive results from it. This could be just the justification needed to request a budget increase.

    SaaS Content Marketing: Getting it Right in 2024

    As you’re probably aware, producing content today is more than a case of “build it and they will come”. Getting the best results from your B2B SaaS content demands strategic planning alongside a structured calendar that aligns with your sales funnel.

    Moreover, as the competition continues to increase while attention spans decrease, following some fundamental principles for SaaS SEO content will ensure your content stands out.

    Keyword research will continue to be important, but do your keyword research with search intent in mind, rather than search volume. After all, you’re writing for humans, not search engines specifically, so content should focus on quality and user experience instead of word count and keyword stuffing.

    Regular updates and tailoring your content to suit different platforms are crucial for staying relevant. It can be tempting to simply cross-post but you may not see the same results on a different platform by posting exactly the same content.

    Lastly, put yourself in your customer’s shoes and really try to understand their pain points. Focus on how your product benefits the customer instead of just listing features. By implementing our advice, you’ll create content that resonates deeply with your audience and drives engagement.

    In Summary

    These content marketing stats paint a positive picture of the future of SaaS content marketing. The industry is continuing to grow, and while there’s pressure from generative AI in marketing, this can be harnessed to add value.

    However, it’s clear there are still many marketers who are losing opportunities due to not tracking the right metrics or simply not developing a clear strategy. If you’re feeling the pressure to meet big marketing goals for 2024 and are not sure you’re heading in the right direction, we can help you.

    Powered by Search can help you develop or re-accelerate your marketing strategy for 2024, so that you reach your goals. We offer a tailored content marketing service that will help you increase engagement and boost conversions, showing positive results within the first 90 days of the partnership.

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