Content Marketing statistics 2026: key figures and benchmarks you need to know

Content marketing is undergoing a radical transformation in 2026: the rise of AI, the boom in short-form video, new engagement mechanics and data-driven strategic management. This article provides a structured synthesis of the essential KPIs, drawn from the latest sector studies. The objective: to help you optimise your investments, anticipate trends and drive lasting innovation in your editorial strategies.

Key content marketing figures for 2025-2026

💡 What these figures reveal

• ✓ The global market's rapid growth confirms the strategic importance of content for all businesses.
• ✓ Widespread AI integration accelerates production but exposes businesses to the risk of generic or undifferentiated content.
• ✓ Short-form video and new visual formats are now essential for capturing attention and generating engagement.
• ✓ Data-driven management (ROI measurement, advanced indicators) has become a major success factor for optimising budgets.
• ✓ The influence of AI and social media on brand discovery is disrupting traditional acquisition models.

Adoption and business investment

💡 What these figures reveal

• ✓ Investment in content continues to grow strongly, particularly through AI and automation.
• ✓ Outsourcing and software tools are becoming efficiency and scalability levers for teams.
• ✓ Retail media is structuring new budgets, requiring strategic brand/retailer alignment.
• ✓ Content marketing adoption is universal, but maturity varies according to business size and region.

High-performing formats and content types

Video and visual content

Blog articles and written content

💡 What these figures reveal

• ✓ Prioritising short videos (<3 min) and visual content strengthens engagement and message retention.
• ✓ Focusing on visual quality rather than quantity optimises performance and ROI.
• ✓ Illustrating instructions and messages boosts the effectiveness of educational or commercial campaigns.
• ✓ Regularity and diversification of written content (articles, videos, images) drive lead generation and natural search rankings.
• ✓ Publishing on LinkedIn in long-form article format is more effective for professional visibility.

Interactive and emerging content

💡 What these figures reveal

• ✓ Engagement on interactive content and webinars far exceeds that of static formats.
• ✓ Creators and micro-communities promote brand recall, but their real impact is measured by long-term association.
• ✓ Retail media and the creator economy represent differentiating growth channels to integrate into editorial and advertising plans.
• ✓ Integrating native, interactive and user-generated content formats maximises engagement and retention.

ROI and financial performance

Costs and return on investment

Impact on lead generation

💡 What these figures reveal

• ✓ Content structures the most profitable acquisition chain for generating qualified leads at controlled cost.
• ✓ The effects of personalised content go beyond mere visibility: they impact perception and purchasing decisions.
• ✓ Linking each lead and sale to its content source (precise tracking) becomes essential for managing effectiveness.
• ✓ Content marketing offers significantly superior ROI to traditional channels, particularly for lead generation and email marketing.
• ✓ Multiplying touchpoints and personalising content boosts conversion and lead generation.

SEO and organic search

Traffic and positioning

Content optimisation

💡 What these figures reveal

• ✓ The business impact of SEO depends on regularity, format diversity and AI integration in semantic optimisation.
• ✓ Short-lifespan content (less than one month) is rising sharply: editorial plans must incorporate topicality and responsiveness.
• ✓ AI-driven personalisation and page UX quality are becoming decisive for converting organic traffic into customers or leads.
• ✓ Prioritising video and UX on your pages boosts organic traffic and user retention.
• ✓ Optimising loading times remains critical for improving search rankings and conversion.

Distribution and promotion

Social media

Email marketing

Multi-channel strategies

💡 What these figures reveal

• ✓ Designing multi-channel content adapted to each environment boosts reach and business value generated.
• ✓ Email marketing, through automation and segmentation, remains unbeatable in terms of profitability and customer loyalty.
• ✓ Retargeting and user experience are essential for converting multi-touch audiences into customers.
• ✓ Diversifying social channels and prioritising native formats (short video, geotagged posts) optimises engagement.
• ✓ Using WhatsApp and TikTok offers unprecedented open and engagement rates for targeted campaigns.

Artificial intelligence and automation

AI-assisted content creation

Personalisation and automated workflows

💡 What these figures reveal

• ✓ Automated personalisation, generated or assisted by AI, boosts conversion throughout the customer journey.
• ✓ The most profitable organisations are those with the most advanced data-driven culture.
• ✓ The AI + UX combination promotes customer satisfaction, reduces the sales cycle and improves loyalty.
• ✓ Generative AI is widely adopted but still requires human validation to guarantee quality.
• ✓ Automating writing and keyword research tasks accelerates content production and optimisation.

Performance measurement

KPIs and success indicators

Measurement and attribution challenges

💡 What these figures reveal

• ✓ Performance improvement relies on the ability to measure ROI precisely and adjust strategy quickly (test and learn).
• ✓ Automation, continuous training and sales/marketing alignment are major pivots for overall performance.
• ✓ Advanced analytics tools are essential for managing performance and optimising conversions.
• ✓ Continuous training and automation are performance and talent retention levers in marketing.

Trends and future outlook

Evolving user behaviours

Emerging opportunities

💡 What these figures reveal

• ✓ The polarisation of usage patterns (young people vs Google, mobile first, UX expectations) is disrupting format choices and their promotion.
• ✓ Social commerce, retail media, training and synthetic data are priority areas for innovation.
• ✓ KPIs are evolving: measuring the simulated/real gap, creative recall and iteration speed is becoming strategic.
• ✓ UX, speed and content personalisation have become key requirements for building loyalty and converting.
• ✓ The social commerce, retail media and creator economy markets offer significant growth opportunities for brands.

Conclusion and recommendations

Content marketing is entering a new era in 2026: ubiquitous AI, the rise of short-form formats, data and in-depth analysis in every decision. To succeed, businesses must combine human creativity, technological innovation and performance-driven management. The highest-performing brands are those that experiment rapidly, invest in UX, prioritise quality over quantity and measure their business impact precisely, whilst integrating AI as a strategic accelerator rather than simply a productivity tool. User experience, speed of access and adaptation to new purchasing behaviours have become essential for capturing and retaining audiences.

Priority actions for 2026

1. Integrate AI at every stage of content: production, optimisation, creative testing, engagement analysis and ROI measurement.
2. Prioritise short-form, interactive and video formats, adapted to mobile and emerging social platforms.
3. Strengthen personalisation and automation according to KPIs focused on perceived value, actual conversion and long-term engagement.
4. Develop lasting partnerships with creators aligned with your values and measure impact beyond visibility.
5. Build a data culture: invest in advanced analytics tools, promote continuous training and adopt rapid experimentation ("test and learn").
6. Carefully adapt content to the specifics of each channel and context to optimise reach and effectiveness.
7. Manage performance through clear KPIs, investing in advanced analytics tools and workflow automation.

FAQ - Frequently asked questions about content marketing in 2026

General information and key content marketing figures

What is the size of the global content marketing market in 2026?

The global content marketing market reaches $598.68 billion in 2026 according to Business Research Insights. This growth confirms the strategic importance of content for all businesses.

What is the content marketing adoption rate in businesses?

91% of global businesses now use content marketing in their strategy. This rate climbs to 97% for large enterprises with over 1,000 employees, and reaches 78% for SMEs. In B2B, adoption is 93%, compared with 87% in B2C.

What is the average ROI from content marketing?

Content marketing generates an average return on investment of $7.65 for every dollar invested. This ROI is superior to traditional marketing, with costs reduced by 62% and lead generation multiplied by 3.

How many businesses actually measure their content ROI?

54% of businesses actually measure their content marketing ROI. Yet 75% of B2B businesses consider ROI measurement their main challenge, and 92% judge data analysis as crucial to their success.

What share of brand discovery now happens via AI and social media?

67% of brand discovery now happens via AI and social media rather than Google alone. This trend is particularly marked amongst 18-24 year olds, 40% of whom prefer TikTok or Instagram to traditional Google search. However, 68% of online experiences still begin with a traditional search engine.

Adoption, investment and budgets

How many businesses have increased their content budget recently?

54% of businesses increased their content budget in 2024. Additionally, 69% of businesses plan to increase their content budget, and 68% of B2B marketers have a higher budget than the previous year.

What is the adoption of generative AI in marketing?

85% of businesses have adopted generative AI in their automated marketing tasks. 80% of CMOs state that generative AI has radically altered their cost structure. Overall, 99% of marketers use AI in their strategies, across all uses.

How many businesses outsource content writing?

50% of businesses outsource web writing. At the same time, 73% of businesses equip their writers with specialist tools to improve their productivity and the quality of content produced.

What is the typical size of an in-house content team?

43% of businesses have a dedicated content team comprising 2 to 3 staff. Freelancers are also very present, with 55% living exclusively from web writing, and 77% working primarily on blog articles.

What investments are planned in retail media?

38% of businesses plan to increase their investment in retail media. Global retail media investment reaches $150 billion in 2026, with effectiveness 1.8 times higher than traditional digital advertising.

What is content marketing adoption by region?

Adoption varies by region: 94% in North America, 83% in Asia-Pacific (up 13% in one year). This global growth demonstrates that content marketing has become a universal standard.

Content formats and performance

What share of businesses use video in their marketing?

91% of businesses use video as a marketing tool. 93% of marketers report positive ROI from video marketing, and short-form video adoption reaches 85%.

What is the ideal length for a marketing video?

The ideal length for a marketing video is less than 3 minutes. Short-form videos (TikTok, Reels, Shorts) generate an average engagement rate of 5.8%, significantly higher than longer formats.

What is the impact of video on blogs?

Blogs with video generate 70% additional organic traffic. Additionally, images on a blog increase views by 94%, and 85% of online shoppers consider product photos critical.

Do marketers prefer quantity or visual quality?

83% of marketers prefer to publish quality visual content rather than focus on quantity. Visual content is 43% more persuasive than text alone, and illustrated instructions have a success rate 323% higher.

How many businesses use blogs in their strategy?

90% of marketers use blogs in their content strategy. Businesses that blog generate 67% additional monthly leads and have 434% more indexed pages than static sites.

What is the average length of a blog article?

The average length of a blog article is 1,416 words. However, only 27% of readers read articles in full. 44% of bloggers publish between 3 and 6 pieces of content per month.

Are LinkedIn articles more effective than short posts?

Yes, LinkedIn articles generate 7 times more views than short posts. It's a particularly effective format for professional visibility and thought leadership in B2B.

What is the impact of interactive content?

Interactive content generates 2 times more engagement than static content. 62% of businesses have integrated interactive campaigns into their strategy. Webinars have seen an explosion of 11,000% over 10 years in B2B.

What is the performance of user-generated content?

User-generated content (UGC) increases engagement on social media by 20%. Additionally, 40% of consumers trust micro-communities as much as recommendations from close contacts.

What is the value of the creator economy market?

The global creator economy market is expected to reach $480 billion in 2027. 61% of marketers plan to invest with creators in 2026, although only 27% of creator content generates strong brand association.

What is the performance of native formats?

Native formats (advertising) generate an engagement rate 20 to 60% higher than traditional formats, with a retention rate multiplied by 3. It's a major lever for improving advertising effectiveness.

ROI, financial performance and lead generation

How many additional leads does content marketing generate?

Content marketing generates 3 times more leads than traditional marketing, whilst costing 62% less. 72% of businesses state that content drives their lead generation.

What is the average conversion rate for landing pages?

The average conversion rate for content marketing landing pages is less than 10%. This is a key indicator to improve, particularly through personalisation and UX optimisation.

What is the impact of content on B2B sales?

58% of B2B marketers see their sales grow through content. B2B buyers consume an average of 13 pieces of content before making their purchasing decision. Marketers who prioritise blogs are 13 times more likely to achieve positive ROI.

What is the impact of personalisation on conversions?

Personalised campaigns generate 20% additional conversions. 82% of customers feel more positive after consuming personalised content, and 80% of consumers purchase after a personalised offer.

What is the ROI from email marketing?

Email marketing offers an exceptional ROI of 3,600%, or $36 for every dollar invested. Automated emails generate 320% additional revenue compared with one-off sends.

What is the ROI from micro-influencers?

Micro-influencers (10,000 to 100,000 followers) generate an ROI of $6.40 for every dollar invested. This is a particularly attractive ratio compared with macro-influencers.

How much more profitable are data-driven businesses?

Data-driven businesses gain 15 to 20% additional profitability. 66% of marketing businesses now define themselves as "data-driven", with a direct impact on their performance.

What is the cost of a web writer in France?

The average gross monthly salary for a web writer in France is between €1,800 and €2,500. 55% of freelancers live exclusively from web writing.

Do content marketing leaders generate more traffic?

Yes, content marketing leaders record 7.8 times more traffic than average. This difference is explained by a more mature strategy, regular investment and rigorous ROI measurement.

SEO and organic search

What share of online experiences begins with a search engine?

68% of online experiences begin with a search engine. However, 67% of brand discovery is now shifting to AI and social media, redefining visibility strategies.

How many users only consult the first page of results?

75% of users only consult the first page of search results. This underlines the crucial importance of natural search rankings and positioning in the top results.

What is the average age of pages in Google's top 10?

60% of pages in Google's top 10 are over 3 years old. This demonstrates the importance of creating quality content over the long term, even though 27% of high-performing content is less than one month old.

What is the impact of loading speed on bounce rate?

53% of users leave a site that takes more than 3 seconds to load. Speed optimisation is therefore a critical factor for SEO and user experience.

What is the growth in local searches?

"Near me" searches have increased by 500% over 3 years. Local searches generate 1.5 billion monthly visits, representing a major opportunity for local businesses.

How many B2B businesses use UX for their SEO?

70% of B2B businesses use user experience (UX) as a lever for their SEO strategy. Businesses investing in UX increase their revenue by 70%.

Do active blogs have more indexed pages?

Yes, active blogs have 434% more indexed pages than static sites. They also have 97% additional inbound links (backlinks), which considerably improves their domain authority.

What is the main difficulty in SEO according to marketers?

41% of marketers find link building (netlinking) difficult. It's one of the most time-consuming aspects of SEO, requiring quality content strategies and lasting partnerships.

Does publishing more frequently improve ranking?

53% of marketers believe that publishing more frequently improves ranking. However, quality remains the priority, with 33% of high-performing content maintaining standard readability.

What share of Google searches is conducted on mobile?

64% of Google searches are conducted on mobile. This makes responsive design and mobile optimisation absolutely essential for search rankings and user experience.

Distribution, promotion and social media

How many B2B marketers use social media to distribute their content?

84% of B2B marketers distribute their content on social media. 78% also use paid channels to amplify their content's reach.

What is TikTok's growth?

TikTok has experienced 105% growth over two years. Users spend an average of 23.6 hours per month on the platform, making it an essential channel for reaching young audiences.

What is the impact of geotagged posts on Instagram?

Instagram posts with a location generate 79% additional engagement. Geolocation is particularly effective for local businesses and events.

Is employee content more effective than corporate content?

Yes, employee content generates 30% additional engagement and a click rate multiplied by 2 compared with corporate content. Yet only 3% of employees share content on social media.

Which platform offers the best social ROI?

Facebook is considered the platform with the best social ROI by 64% of marketers. However, each platform has its strengths depending on objectives and target audiences.

What is WhatsApp Business's open rate?

WhatsApp Business displays a 58% open rate with 50 million active businesses. It's a particularly effective channel for customer communication and after-sales service.

How many marketers collaborate with influencers?

61% of marketers plan to collaborate with influencers or creators in 2026. Lasting partnerships with creators are increasingly favoured to build strong brand association.

How many email users are there worldwide?

There are 4.5 billion email users worldwide. 60% of consumers prefer to be contacted by email, and 88% check their inbox daily.

What is the impact of segmentation on emails?

Segmented email campaigns generate 30% additional open rates and 50% more clicks. Personalised emails generate 6 times more transactions than generic emails.

Should content be adapted to each platform?

Yes, 48% of marketers adapt their content between platforms, and 34% create unique content for each channel. Content adapted to context generates 23% additional engagement.

What is the impact of retargeting?

52% of B2B businesses use retargeting. Retargeting campaigns increase conversions by 25% and recover 26% of abandoned sales. Retargeting personalisation improves click rate by 15%.

Artificial intelligence and automation

How many marketers use AI to create content?

64% of marketers already use AI to create content. 45% use it for title and keyword research, and 44% to write or summarise articles. Overall, 99% of marketers use AI in their strategies.

Has AI transformed cost structures?

Yes, 80% of CMOs state that generative AI has radically altered their cost structure. 68% of businesses note improved ROI through generative AI.

Do marketers trust AI without human review?

No, only 4% of marketers fully trust AI without human review. The vast majority consider AI as an assistant requiring human validation and supervision.

How many businesses use AI for personalisation?

72% of B2B marketers use AI to personalise customer experience. Personalised campaigns increase conversion rate by 20% and customer satisfaction by 24%.

What is the adoption of generative AI in organisations?

66% of organisations already use generative AI across multiple business functions. 85% of marketers expect AI to transform content creation profoundly.

Are data-driven businesses more profitable?

Yes, 66% of businesses define themselves as data-driven and display 15 to 20% higher profitability. Advanced analytics tools improve conversion rate by 70%, demonstrating the importance of a data culture.

What is the impact of email automation?

Email automation boosts revenue by 320% compared with one-off sends. It's one of the most profitable automation levers in digital marketing.

Are teams trained in automation more efficient?

Yes, teams trained in automation gain 30% efficiency. Additionally, investment in marketing training reduces turnover by 22% and improves motivation for 61% of staff.

Performance measurement and KPIs

How many marketers actually measure content ROI?

54% of marketers actually measure content ROI. Yet 67% track revenue generated by content, and 92% consider data analysis crucial.

What is the main challenge for B2B businesses?

75% of B2B businesses consider ROI measurement their main challenge. It's a major obstacle preventing investment justification and strategy optimisation.

How many businesses struggle to align sales and marketing?

45% of businesses struggle to align their sales and marketing teams. This alignment is nevertheless crucial for optimising lead attribution and maximising conversions.

How many marketers invest in analytics tools?

58% of marketers invest in new analytics tools. Businesses using advanced analytics tools see a 70% improvement in their conversion rate.

Do marketers struggle to keep up with technological developments?

Yes, 34% of marketers struggle to keep up with technological developments (AI, tools). This is why 44% consider continuous training crucial to remain competitive.

What is the impact of training on performance?

Trained teams gain 30% efficiency. Investment in training reduces turnover by 22% and improves motivation for 61% of staff, creating a virtuous circle of performance.

How many B2B marketers have seen their budget increase?

68% of B2B marketers have a higher budget than the previous year. This trend demonstrates that businesses continue to invest heavily in content marketing.

Trends, user behaviours and the future

Do young people prefer TikTok to Google?

Yes, 40% of young people (18-24) prefer TikTok or Instagram to traditional Google search. This trend is redefining visibility and brand discovery strategies.

What is the importance of UX for consumers?

63% of customers expect brands to understand their needs. 70% of businesses make UX their strategic priority. A poor experience drives 76% of consumers to switch brands.

What is the basket abandonment rate in e-commerce?

The basket abandonment rate on e-commerce sites is 70%. This is a major optimisation indicator, requiring UX improvements, personalisation and effective retargeting.

Do businesses use user reviews?

65% of businesses rely on user reviews for product development and UX improvement. This customer-centric approach has become essential for innovation.

What is the value of the social commerce market?

The global social commerce market reaches $3,000 billion in 2026, with annual growth of 25%. It's one of the most promising opportunities in digital marketing.

How much does the retail media market represent?

Global retail media investment reaches $150 billion in 2026. Retail media offers effectiveness 1.8 times higher than traditional digital advertising.

What is the salary progression after a marketing MBA?

Average salary progression after a marketing MBA is between +35% and +50%. It's a profitable investment for professionals wanting to accelerate their career.

What is the impact of Adobe certifications on employability?

Employability of Adobe-certified profiles increases by 22% in 2026. Technical certifications are increasingly valued in the digital marketing sector.

How many businesses have integrated interactive content?

62% of businesses have integrated interactive content into their strategy. Interactive content generates 2 times more engagement than static content.

Strategic recommendations

What are the priority actions for 2026?

Priority actions include: (1) integrate AI at every stage of content, (2) prioritise short-form, interactive and video formats, (3) strengthen personalisation and automation, (4) develop lasting partnerships with creators, (5) build a data culture with continuous training and rapid experimentation.

Should quantity or quality of content be prioritised?

Quality should be prioritised. 83% of marketers prefer to publish quality visual content rather than focus on quantity. Quality content generates better engagement, ROI and loyalty over the long term.

How can content marketing ROI be optimised?

To optimise ROI: systematically measure your performance with clear KPIs, invest in advanced analytics tools, personalise your content, automate your workflows, train your teams continuously, and adopt a data-driven culture.

Are video formats essential in 2026?

Yes, with 91% of businesses using video and positive ROI for 93% of marketers, video has become essential. Short-form videos (< 3 min) are particularly effective for engagement and conversion.

How can content ROI be measured effectively?

To measure ROI effectively: track revenue generated by each piece of content, use multi-channel attribution tools, measure the complete purchase cycle (13 pieces of content on average in B2B), and systematically link each lead to its content source.

Will AI replace human content creators?

No, AI is an assistant, not a replacement. Only 4% of marketers fully trust AI without human review. AI optimises productivity, but human creativity, empathy and strategic judgement remain essential.

How can a multi-channel strategy succeed?

To succeed in multi-channel: adapt your content to each platform (48% do so), create unique content per channel where possible (34%), measure engagement specific to each context (+23% for adapted content), and use retargeting to optimise conversions (+25%).

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