40+ B2B content marketing statistics you can’t ignore in 2025
Content marketing in 2025 is moving fast.
Whether you're a business leader, content strategist, or marketer, staying up to date on the latest industry data isn't optional — it's essential.
I’ve pulled together the most important 2025 B2B content marketing statistics from leading sources (Content Marketing Institute, HubSpot, Semrush, and more) to help you benchmark your strategy, get inspired, and back up your content decisions with data that speaks for itself.
Strategy, structure, and ROI: What content marketing looks like in 2025
TL;DR:
Most marketers have a content strategy — but very few are confident it's working. Without clear goals, scalable systems, and strong measurement, their reported content efforts tend to fall flat.
What this means for you:
Now's the time to focus on your ROI, workflows, and goal alignment. There's a massive opportunity to stand out by doing these basics well.
The proof:
58% of B2B marketers rate their strategy as only moderately effective (CMI)
Only 29% say their strategy is extremely or very effective (CMI)
42% blame ineffective strategies on a lack of clear goals (CMI)
47% of marketers say they lack lead nurturing capabilities in their tech stack (CMI)
47% also say they can’t manage marketing data effectively (CMI)
56% struggle to attribute ROI to content efforts (CMI)
44% can't tie content performance to business goals (CMI)
Content marketing generates 3x more leads than outbound marketing — at 62% lower cost (Demand Metric)
A step above “good enough”
A whopping majority of marketers say their content marketing strategy is moderately to very effective. (Not too shabby.)
Content creation workflows: How teams, challenges, and tech are impacting performance
TL;DR:
Content teams are small, stretched thin, and often operating without streamlined systems (which should be no surprise, if you’re working in this space).
The bright side: Marketers are investing in process improvements and tech, which plays a big role in lightening the load.
What this means for you:
Efficiency is money. Don’t skip out on creating scalable systems, clear team roles, and tech stacks that work.
The proof:
76% of B2B orgs have a dedicated content marketer or team (CMI)
But 54% of those teams are just 2–5 people (CMI)
24% of B2B orgs have no dedicated content staff at all (CMI)
45% of marketers say they lack a scalable model for content creation (CMI)
39% still struggle to create enough content (CMI)
37% say content repurposing is still a challenge (CMI)
53% saw a boost in engagement after updating existing content (Semrush)
83% say focusing on quality over quantity drives better results (HubSpot)
Small, yet mighty teams make up the majority of in-house content marketing in 2025.
Performance and measurement: What’s getting results (and what’s flopping)
TL;DR:
Measurement is a growing priority… and a growing pain point. Most teams track content performance but struggle to link it back to business outcomes, making it tough to see which content decisions are getting real results.
What this means for you:
Being able to tie content to ROI, customer journey touchpoints, or even simple engagement wins will move you forward significantly in 2025.
The proof:
96% of B2B marketers say they measure content performance (CMI)
But only 51% believe they do it effectively (CMI)
56% struggle with ROI attribution and customer journey tracking (CMI)
39% lack clear KPIs or goals to measure against (CMI)
33% struggle with inadequate or complex reporting tools (CMI)
53% of marketers saw increased engagement after updating old content (Semrush)
Attributing ROI, tracking customer journeys, and connecting performance to business goals are the top 3 challenges in 2025 (as reported by Content Marketing Institute and MarketingProfs).
AI in content marketing: How we’re using it and whether it’s working
TL;DR:
AI adoption is all the rage, but trust and integration still lag. Most teams are experimenting — but few are operationalizing.
What this means for you:
We need to be experts in AI workflows — not just one-off tasks. If you can use AI to save time without sacrificing quality, you’re ahead of the crowd.
The proof:
81% of B2B marketers now use generative AI tools (CMI)
54% use AI ad hoc; only 19% have it integrated into workflows (CMI)
45% of teams still don’t have AI usage guidelines (CMI)
Just 4% highly trust AI outputs — 67% report medium trust (CMI)
Only 17% say AI-generated content is very good or excellent (CMI)
But 51% using AI say they’ve reduced tedious tasks (CMI)
45% see more efficient workflows thanks to AI (CMI)
42% say AI improved content optimization (CMI)
Dabbling in AI?
Most of us are — but lots of marketers haven’t taken the extra step to systemize their AI content generation.
Distribution and content types: 2025’s top performers
TL;DR:
Blogs still matter. So does updating content. And marketers who prioritize visual, useful, and personalized content are seeing bigger wins.
What this means for you:
Repurposing and optimizing high-performing content — like evergreen blogs, visual content, and audience-first assets — are going to be well worth your time in 2025.
The proof:
Including a blog increases SEO rankings by 434% (OptinMonster)
53% of marketers prioritize blogging above other formats (OptinMonster)
60% of people enjoy reading useful content from brands (Demand Metric)
82% of consumers feel more positive about a brand after reading custom content (Demand Metric)
94% say personalized content increases sales (Search Engine Journal)
27% of top-performing content is a month old or less (Semrush)
33% of marketers run content audits twice a year (Semrush)
If you’re smart about repurposing your content, you’ll be able to get ahead in 2025.
Goals, buyer journeys and content effectiveness: How big-picture strategy comes into play
TL;DR:
Great content isn’t just about frequency — it’s about strategy, targeting, and relevance. Aligning with your buyer journey and brand story will make a real difference.
What this means for you:
Always lead with strategy — especially if you’re struggling to turn content into conversions. Without a big-picture plan, you can’t expect big-picture results.
The proof:
Only 35% of B2B marketers say their content aligns with the buyer’s journey (CMI)
39% still struggle to align content to that journey (CMI)
43% say sales and marketing alignment is a challenge (CMI)
47% of marketers found audience research improved their content marketing success (Semrush)
55% said creating more content boosted rankings (Semrush)
Where does your content fit into your buyer’s journey?
The majority of B2B marketers aren’t sure — which means this is a great opportunity to get ahead.
All that to say…
These B2B content marketing statistics show us both a challenge and an opportunity. Content marketing is maturing — which is awesome — but most businesses are still figuring it out.
The takeaway? Having strategic, high-quality content marketers on your team will pull you ahead of your competition.
Your content team should be able to…
Create efficient, high-level processes that save you time (including a repurposing strategy)
Incorporate AI into your regular marketing workflow
Align content with specific stages of your buyer’s journey
Know how to get the best results from each distribution channel and content type
Report on specific results from each piece of content you publish
Use these stats to guide your 2025 planning, audit your existing efforts, and find the gaps that might be holding you back.
Whether you want a stronger ROI, a smoother content process, or a better way to take advantage of AI — there's never been a better time to dive in.
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Sources:
Content Marketing Institute’s (CMI’s) annual B2B Content Marketing Report, Benchmarks, Budgets, and Trends: Outlook for 2025
HubSpot’s 2025 State of Marketing & Trends Report
Semrush’s content marketing stats for 2025
Statista’s Content Marketing Revenue Report
