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Content Marketing Index

Since June of 2014, we’ve compiled data from thousands of marketers who’ve self-assessed the effectiveness of their content. The indices below reflect the state of content marketing today and show its evolution since 2014.

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2017 Content Marketing Index

OCT
OCT
SEP
SEP
AUG
AUG
JUL
JUL
JUN
JUN
MAY
MAY
APR
APR
MAR
MAR
FEB
FEB
JAN
JAN

2017 Content Marketing Index

OCT
OCT
SEP
SEP
AUG
AUG
JUL
JUL
JUN
JUN
MAY
MAY
APR
APR
MAR
MAR
FEB
FEB
JAN
JAN

October 2017 — Effectiveness

Marketers from across the web were asked to rate the effectiveness of their content on each of the following criteria using a five-star scale.

Current Star Ratings and Sparkline Trends June 2014 to Present

Conversion

ion interactive content marketing index Conversion 2.99 Stars

2.29 Stars

ion interactive content marketing index Conversion October 2017

Differentiation

ion interactive content marketing index Differentiation 2.82 Stars

2.82 Stars

ion interactive content marketing index Differentiation October 2017

Education

ion interactive content marketing index Education 2.53 Stars

2.53 Stars

ion interactive content marketing index October Education 2017

SEO

ion interactive content marketing index SEO 2.29 Stars

2.29 Stars

ion interactive content marketing index SEO October 2017

Sharing

ion interactive content marketing index Sharing 2.06 Stars

2.06 Stars

ion interactive content marketing index Sharing October 2017

October 2017 Interactivity Index

45.26%

Percentage of Content that is Interactive

ion interactive content marketing index  Interactivity trend June 2014 to present

Sparkline Trend June 2014 to Present

Marketers from across the web were asked what portion of their content was interactive (eBooks, quizzes, assessments, calculators, configurators) versus passive (PDFs, webinars, blog posts, videos).

October 2017 Content Usage

by Funnel/Buyer’s Journey Stage

ion interactive content marketing index Content Marketing usage by funnel stageion interactive content marketing index  Content Usage sparkline June 2014 to present

Sparkline Trend June 2014 to Present

Marketers from across the web were asked where in the funnel or buyer’s journey content was most important to them.

September 2017 — Effectiveness

Marketers from across the web were asked to rate the effectiveness of their content on each of the following criteria using a five-star scale.

Current Star Ratings and Sparkline Trends June 2014 to Present

Conversion

ion interactive content marketing index Conversion 3.0 Stars

3.00 Stars

ion interactive content marketing index Conversion Sept 2017

Differentiation

ion interactive content marketing index Differentiation 2.94 Stars

2.94 Stars

ion interactive content marketing index Differentiation  Sept 2017

Education

ion interactive content marketing index Education 3.53 Stars

3.53 Stars

ion interactive content marketing index Aug Education 2017

SEO

ion interactive content marketing index SEO 3.13 Stars

3.13 Stars

ion interactive content marketing index SEO July 2017

Sharing

ion interactive content marketing index Sharing 2.94 Stars

2.94 Stars

ion interactive content marketing index Sharing July 2017

September 2017 Interactivity Index

45.26%

Percentage of Content that is Interactive

ion interactive content marketing index  Interactivity trend June 2014 to present

Sparkline Trend June 2014 to Present

Marketers from across the web were asked what portion of their content was interactive (eBooks, quizzes, assessments, calculators, configurators) versus passive (PDFs, webinars, blog posts, videos).

September 2017 Content Usage

by Funnel/Buyer’s Journey Stage

ion interactive content marketing index Content Marketing usage by funnel stageion interactive content marketing index  Content Usage sparkline June 2014 to present

Sparkline Trend June 2014 to Present

Marketers from across the web were asked where in the funnel or buyer’s journey content was most important to them.

August 2017 — Effectiveness

Marketers from across the web were asked to rate the effectiveness of their content on each of the following criteria using a five-star scale.

Current Star Ratings and Sparkline Trends June 2014 to Present

Conversion

ion interactive content marketing index Conversion 2.77 Stars

2.77 Stars

ion interactive content marketing index Conversion Aug 2017

Differentiation

ion interactive content marketing index Differentiation 3.09 Stars

3.09 Stars

ion interactive content marketing index Differentiation Aug 2017

Education

ion interactive content marketing index Education 3.45 Stars

3.45 Stars

ion interactive content marketing index Aug Education 2017

SEO

ion interactive content marketing index SEO 2.73 Stars

2.73 Stars

ion interactive content marketing index SEO July 2017

Sharing

ion interactive content marketing index Sharing 2.55 Stars

2.55 Stars

ion interactive content marketing index Sharing July 2017

August 2017 Interactivity Index

36.00%

Percentage of Content that is Interactive

ion interactive content marketing index  Interactivity trend June 2014 to present

Sparkline Trend June 2014 to Present

Marketers from across the web were asked what portion of their content was interactive (eBooks, quizzes, assessments, calculators, configurators) versus passive (PDFs, webinars, blog posts, videos).

August 2017 Content Usage

by Funnel/Buyer’s Journey Stage

ion interactive content marketing index Content Marketing usage by funnel stageion interactive content marketing index  Content Usage sparkline June 2014 to present

Sparkline Trend June 2014 to Present

Marketers from across the web were asked where in the funnel or buyer’s journey content was most important to them.

July 2017 — Effectiveness

Marketers from across the web were asked to rate the effectiveness of their content on each of the following criteria using a five-star scale.

Current Star Ratings and Sparkline Trends June 2014 to Present

Conversion

ion interactive content marketing index Conversion 2.81 Stars

2.81 Stars

ion interactive content marketing index Conversion July 2017

Differentiation

ion interactive content marketing index Differentiation 3.34 Stars

3.34 Stars

ion interactive content marketing index Differentiation June 2017

Education

ion interactive content marketing index Education 3.94 Stars

3.94 Stars

ion interactive content marketing index July Education 2017

SEO

ion interactive content marketing index SEO 3.03 Stars

3.03 Stars

ion interactive content marketing index SEO July 2017

Sharing

ion interactive content marketing index Sharing 2.97 Stars

2.97 Stars

ion interactive content marketing index Sharing July 2017

July 2017 Interactivity Index

25.96%

Percentage of Content that is Interactive

ion interactive content marketing index  Interactivity trend June 2014 to present

Sparkline Trend June 2014 to Present

Marketers from across the web were asked what portion of their content was interactive (eBooks, quizzes, assessments, calculators, configurators) versus passive (PDFs, webinars, blog posts, videos).

July 2017 Content Usage

by Funnel/Buyer’s Journey Stage

ion interactive content marketing index Content Marketing usage by funnel stageion interactive content marketing index  Content Usage sparkline June 2014 to present

Sparkline Trend June 2014 to Present

Marketers from across the web were asked where in the funnel or buyer’s journey content was most important to them.

June 2017 — Effectiveness

Marketers from across the web were asked to rate the effectiveness of their content on each of the following criteria using a five-star scale.

Current Star Ratings and Sparkline Trends June 2014 to Present

Conversion

ion interactive content marketing index Conversion 2.65 Stars

2.65 Stars

ion interactive content marketing index Conversion June 2017

Differentiation

ion interactive content marketing index Differentiation 2.86 Stars

2.86 Stars

ion interactive content marketing index Differentiation June 2017

Education

ion interactive content marketing index Education 3.45 Stars

3.45 Stars

ion interactive content marketing index Education Education 2017

SEO

ion interactive content marketing index SEO 2.98 Stars

2.98 Stars

ion interactive content marketing index SEO June 2017

Sharing

ion interactive content marketing index Sharing 2.33 Stars

2.33 Stars

ion interactive content marketing index Sharing June 2017

June 2017 Interactivity Index

37.50%

Percentage of Content that is Interactive

ion interactive content marketing index  Interactivity trend June 2014 to present

Sparkline Trend June 2014 to Present

Marketers from across the web were asked what portion of their content was interactive (eBooks, quizzes, assessments, calculators, configurators) versus passive (PDFs, webinars, blog posts, videos).

June 2017 Content Usage

by Funnel/Buyer’s Journey Stage

ion interactive content marketing index Content Marketing usage by funnel stageion interactive content marketing index  Content Usage sparkline June 2014 to present

Sparkline Trend June 2014 to Present

Marketers from across the web were asked where in the funnel or buyer’s journey content was most important to them.

May 2017 — Effectiveness

Marketers from across the web were asked to rate the effectiveness of their content on each of the following criteria using a five-star scale.

Current Star Ratings and Sparkline Trends June 2014 to Present

Conversion

ion interactive content marketing index Conversion 2.81 Stars

2.87 Stars

ion interactive content marketing index Conversion May 2017

Differentiation

ion interactive content marketing index Differentiation 2.48 Stars

3.21 Stars

ion interactive content marketing index Differentiation May 2017

Education

ion interactive content marketing index Education 3 Stars

3.49 Stars

ion interactive content marketing index Education Education 2017

SEO

ion interactive content marketing index SEO 2.71 Stars

2.98 Stars

ion interactive content marketing index SEO May 2017

Sharing

ion interactive content marketing index Sharing 2.19 Stars

2.73 Stars

ion interactive content marketing index Sharing May 2017

May 2017 Interactivity Index

32.37%

Percentage of Content that is Interactive

ion interactive content marketing index  Interactivity trend June 2014 to present

Sparkline Trend June 2014 to Present

Marketers from across the web were asked what portion of their content was interactive (eBooks, quizzes, assessments, calculators, configurators) versus passive (PDFs, webinars, blog posts, videos).

May 2017 Content Usage

by Funnel/Buyer’s Journey Stage

ion interactive content marketing index Content Marketing usage by funnel stageion interactive content marketing index  Content Usage sparkline June 2014 to present

Sparkline Trend June 2014 to Present

Marketers from across the web were asked where in the funnel or buyer’s journey content was most important to them.

April 2017 — Effectiveness

Marketers from across the web were asked to rate the effectiveness of their content on each of the following criteria using a five-star scale.

Current Star Ratings and Sparkline Trends June 2014 to Present

Conversion

ion interactive content marketing index Conversion 2.81 Stars

3.14 Stars

ion interactive content marketing index Conversion April 2017

Differentiation

ion interactive content marketing index Differentiation 2.48 Stars

3.07 Stars

ion interactive content marketing index Differentiation April 2017

Education

ion interactive content marketing index Education 3 Stars

3.07 Stars

ion interactive content marketing index Education April 2017

SEO

ion interactive content marketing index SEO 2.71 Stars

3.21 Stars

ion interactive content marketing index SEO April 2017

Sharing

ion interactive content marketing index Sharing 2.19 Stars

2.79 Stars

ion interactive content marketing index Sharing April 2017

April 2017 Interactivity Index

40.00%

Percentage of Content that is Interactive

ion interactive content marketing index  Interactivity trend June 2014 to present

Sparkline Trend June 2014 to Present

Marketers from across the web were asked what portion of their content was interactive (eBooks, quizzes, assessments, calculators, configurators) versus passive (PDFs, webinars, blog posts, videos).

April 2017 Content Usage

by Funnel/Buyer’s Journey Stage

ion interactive content marketing index Content Marketing usage by funnel stageion interactive content marketing index  Content Usage sparkline June 2014 to present

Sparkline Trend June 2014 to Present

Marketers from across the web were asked where in the funnel or buyer’s journey content was most important to them.

March 2017 — Effectiveness

Marketers from across the web were asked to rate the effectiveness of their content on each of the following criteria using a five-star scale.

Current Star Ratings and Sparkline Trends June 2014 to Present

Conversion

ion interactive content marketing index Conversion 2.81 Stars

2.81 Stars

ion interactive content marketing index Conversion March 2017

Differentiation

ion interactive content marketing index Differentiation 2.48 Stars

2.48 Stars

ion interactive content marketing index Differentiation March 2017

Education

ion interactive content marketing index Education 3 Stars

3.00 Stars

ion interactive content marketing index Education March 2017

SEO

ion interactive content marketing index SEO 2.71 Stars

2.71 Stars

ion interactive content marketing index SEO March 2017

Sharing

ion interactive content marketing index Sharing 2.19 Stars

2.19 Stars

ion interactive content marketing index Sharing March 2017

March 2017 Interactivity Index

27.20%

Percentage of Content that is Interactive

ion interactive content marketing index  Interactivity trend June 2014 to present

Sparkline Trend June 2014 to Present

Marketers from across the web were asked what portion of their content was interactive (eBooks, quizzes, assessments, calculators, configurators) versus passive (PDFs, webinars, blog posts, videos).

March 2017 Content Usage

by Funnel/Buyer’s Journey Stage

ion interactive content marketing index Content Marketing usage by funnel stageion interactive content marketing index  Content Usage sparkline June 2014 to present

Sparkline Trend June 2014 to Present

Marketers from across the web were asked where in the funnel or buyer’s journey content was most important to them.

February 2017 — Effectiveness

Marketers from across the web were asked to rate the effectiveness of their content on each of the following criteria using a five-star scale.

Current Star Ratings and Sparkline Trends June 2014 to Present

Conversion

ion interactive content marketing index Conversion 2.75 Stars

2.78 Stars

ion interactive content marketing index Conversion February 2017

Differentiation

ion interactive content marketing index Differentiation 2.75 Stars

3.09 Stars

ion interactive content marketing index Differentiation February 2017

Education

ion interactive content marketing index Education 3.57 Stars

3.54 Stars

ion interactive content marketing index Education February 2017

SEO

ion interactive content marketing index SEO 3.14 Stars

2.86 Stars

ion interactive content marketing index SEO February 2017

Sharing

ion interactive content marketing index Sharing 2.74 Stars

2.60 Stars

ion interactive content marketing index Sharing February 2017

February 2017 Interactivity Index

41.00%

Percentage of Content that is Interactive

ion interactive content marketing index  Interactivity trend June 2014 to present

Sparkline Trend June 2014 to Present

Marketers from across the web were asked what portion of their content was interactive (eBooks, quizzes, assessments, calculators, configurators) versus passive (PDFs, webinars, blog posts, videos).

February 2017 Content Usage

by Funnel/Buyer’s Journey Stage

ion interactive content marketing index Content Marketing usage by funnel stageion interactive content marketing index  Content Usage sparkline June 2014 to present

Sparkline Trend June 2014 to Present

Marketers from across the web were asked where in the funnel or buyer’s journey content was most important to them.

January 2017 — Effectiveness

Marketers from across the web were asked to rate the effectiveness of their content on each of the following criteria using a five-star scale.

Current Star Ratings and Sparkline Trends June 2014 to Present

Conversion

ion interactive content marketing index Conversion 2.89 Stars

2.89 Stars

ion interactive content marketing index Conversion January 2017

Differentiation

ion interactive content marketing index Differentiation 2.94 Stars

2.94 Stars

ion interactive content marketing index Differentiation Differentiation 2017

Education

ion interactive content marketing index Education 3.46 Stars

3.46 Stars

ion interactive content marketing index Education January 2017

SEO

ion interactive content marketing index SEO 2.80 Stars

2.80 Stars

ion interactive content marketing index SEO January 2017

Sharing

ion interactive content marketing index Sharing 2.89 Stars

2.89 Stars

ion interactive content marketing index Sharing January 2017

January 2017 Interactivity Index

36.73%

Percentage of Content that is Interactive

ion interactive content marketing index  Interactivity trend June 2014 to present

Sparkline Trend June 2014 to Present

Marketers from across the web were asked what portion of their content was interactive (eBooks, quizzes, assessments, calculators, configurators) versus passive (PDFs, webinars, blog posts, videos).

January 2017 Content Usage

by Funnel/Buyer’s Journey Stage

ion interactive content marketing index Content Marketing usage by funnel stageion interactive content marketing index  Content Usage sparkline June 2014 to present

Sparkline Trend June 2014 to Present

Marketers from across the web were asked where in the funnel or buyer’s journey content was most important to them.

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