MarketingIn 2019, SemRush* surveyed more than 1,200 marketers from 39 countries and analyzed the requirements of more than 17,000 content marketing job postings.

After analyzing the data, SemRush released their findings in early 2020 to help you become a better content marketer in today’s marketplace.

Here are some of the most important findings you should know about…


  • 77% of survey respondents said they have a content marketing strategy.
  • 91% of survey respondents said they are using content marketing as an approach in their company.
  • 43% of survey respondents said they would evaluate the performance of their content marketing strategy as “good”, while only 9% said they would evaluate it as “excellent.” The average rating was 3.5.
  • 76% of survey respondents said organic traffic is a key metric they use to measure content success, while 62% said leads, 60% said sessions/page views and 47% said conversion rates.
  • 67% of survey respondents said search engine optimization was the most efficient content marketing tactic implemented by their team in 2019, while 51% said updating and repurposing existing content, and 375 said creating more video/visual content.

  • 75% of survey respondents said the priority goal they plan to achieve through content marketing by 2020 is to generate more quality leads, while 71% of respondents said their goal was to attract more traffic to their website, and 56% said it was to improve their brand reputation.
  • 78% of respondents said they have 1-3 specialists on their content marketing team, while only 18% said they have 4-10, and 2% said they have 11-20.
  • 52% of respondents said they have a writer/content creator on their marketing team, 36% said they have a social media manager, and
  • 34% said they have an SEO content manager.
  • 54% of respondents said that creating content that generates quality leads was their top content marketing challenge, while 52% said it was creating content that attracts more traffic, and 45% said it was developing content that resonates with their target audience.

  • 85% of respondents said the technology they use to leverage their content marketing efforts includes website analytics tools, while 73% listed SEO tools, and 67% listed social media posting tools.
  • 86% of respondents said the types of content they produce include blogs, while 67% listed emails, and 45% listed infographics.
  • 53% of survey respondents said they outsource content writing, while 34% outsourced graphic design, and 32% outsourced video design/animation.
  • After analyzing 17,000 marketing job descriptions, SEMRush found that businesses today are looking for a wide range of specialized skills. 81% of the jobs analyzed included “marketing”, 50% required “social media”, and 38% required “SEO”. Other common skills included: email marketing, metrics, analytics, editing, strategy, and ADOBE.
  • The top 3 soft skills listed among the jobs that were analyzed included leadership, respect for deadlines, and written communication skills.

  • Of the individuals surveyed, 38% were B2B and 27% were B2C. Others were agencies, nonprofits, or other.
  • Company sizes of survey respondents varied from 42% including 1-10 employees, 24% at 11-50, and 18% at 51-250.
  • Industries of survey respondents included 27% in marketing, 15% in information technology/software, 5% in education, and more (eCommerce, industrial or manufacturing, travel and tourism, and so on).
  • 26% of survey respondents identified as a Marketing Manager within their company, while 15% said they were a CEO, and 14% said they were a Content Marketing Manager.

SEMRush concluded the survey with a recap of these key findings:

  • “Strategies are yet to be improved” among content marketers today
  • “Budgets are growing”
  • “Content teams are small, and some have to outsource”
  • “Content marketing mainly focuses on organic traffic”
  • “Marketers expect more quality leads from content”
  • “Visual content is in demand”
  • And “Content is mostly distributed through social media”
Blog posts remain the most popular content type - SemRush, 2020. Click To Tweet

Do you want more statistics and facts like this? Download your complimentary copy of, “The Big Book of Facts and Statistics that Salespeople and Marketers Should Know in 2020” here.

Discover top insights that salespeople and marketers can’t afford to miss this year, from a number of credited experts. This 62-page guide features statistics and facts centered around email marketing, blogging, video marketing, data privacy, sales and marketing alignment, and much more!

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