It’s everyone’s favourite time of the week – the big reveal of the finest digital marketing infographic we’ve seen in the past few days.

This time it’s a beginner's guide to content marketing from Demand Metric.

It shows that 90% of organisations currently undertake content marketing and on average they spend more than 25% of their budget on this channel.

Furthermore, 80% of marketers believe custom content should be central to marketing work and almost two-thirds (62%) of companies outsource their content marketing.

For more information on this topic check out our Content Marketing Survey Report or read our A to Z guide to content marketing success.

David Moth

Published 7 June, 2013 by David Moth

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via LinkedIn

1719 more posts from this author

You might be interested in

Comments (5)


Mike Brugman

Great infographic! a couple of thoughts...

Content must provide user value... ironically an obvious point... because many content marketers are providing content that just outlines the obvious which often insults the user's intelligence. That's the biggest reasons that 91% unsubscribe to emails... easy solution, make all content and every email count... valuable and engaging.

One other point... is it just me... or is anyone else bothered by content marketing success measurement NOT being tied to an incremental revenue metric? Curious...


about 5 years ago



Content Marketing, huh. It's good. It might be harder for users to find your actual content versus ads you put up, but yeah, I think it is a lot more effective and more personal with the viewer. Thanks for the info and the stats!

about 5 years ago


James Turner

Very useful thanks. On point Six, did you get any insight into how many use multiple or combinations of indicators to determine ROI. That is something that we are trying to do more effectively as any given single measure provides insight, but frequently seems to raise as many questions as answers.

about 5 years ago


Karl Harris

It doesn't surprise me that 60% of B2B Marketers measure success by web traffic rather that quality of the lead when 62% of companies outscource their content marketing.

about 5 years ago


Ajay Prasad

The effectiveness of content marketing for a business is no secret. Catching the interest of your eventual customers is the key. Great Infographic. Loved it.

about 5 years ago

Save or Cancel

Enjoying this article?

Get more just like this, delivered to your inbox.

Keep up to date with the latest analysis, inspiration and learning from the Econsultancy blog with our free Digital Pulse newsletter. You will receive a hand-picked digest of the latest and greatest articles, as well as snippets of new market data, best practice guides and trends research.