This report presents the results of research conducted by our SEO firm between 2018 and 2023, analyzing our clients’ content marketing conversion rates. The clients surveyed consisted of 73% primarily B2B companies, and 27% primarily B2C companies.
Conversion Rate, Defined
We define conversion rate as the percentage of visitors to a content page that then performed a conversion action—which we defined as a form fill, demo download, or purchase. This is shown in the formula below:
For example, if a fintech firm had three potential clients request a demo of their financial services platform out of 100 unique visitors on their website in a given time period, they would have a conversion rate of 3%.
Below, we present the average conversion rate of the most common content pieces used in content marketing across 19 industries.
Content Marketing Conversion Rates by Industry
| Industry | Blog Article | White Paper | eBook | Webinar | Podcast | Case Study | Overall Website Average |
| Addiction Treatment | 2.8% | 1.8% | 1.9% | 1.8% | 1.4% | 1.8% | 2.1% |
| Automotive | 2.4% | 1.8% | 1.8% | 1.8% | 2.0% | 2.0% | 2.0% |
| Biotech | 2.1% | 1.9% | 1.7% | 2.5% | 1.3% | 1.5% | 1.8% |
| Business Insurance | 1.9% | 1.9% | 1.7% | 1.3% | 1.2% | 0.8% | 1.7% |
| Construction | 1.6% | 1.2% | 0.8% | 1.7% | 1.1% | 1.0% | 1.9% |
| eCommerce | 1.6% | 1.2% | 0.9% | 0.8% | 1.1% | 0.8% | 2.2% |
| Financial Services | 2.4% | 1.5% | 1.1% | 0.8% | 1.3% | 1.0% | 1.9% |
| Fintech | 1.4% | 1.1% | 0.8% | 1.1% | 1.6% | 1.2% | 1.9% |
| Healthcare | 1.6% | 1.3% | 1.1% | 1.5% | 0.7% | 1.0% | 3.1% |
| Heavy Equipment | 1.9% | 1.3% | 1.0% | 0.8% | 1.4% | 0.9% | 1.7% |
| Higher Education | 1.2% | 1.1% | 0.8% | 1.0% | 1.1% | 0.8% | 2.8% |
| HVAC | 2.1% | 1.5% | 1.1% | 0.8% | 0.9% | 0.7% | 2.1% |
| Industrial IOT | 1.6% | 1.3% | 1.1% | 1.1% | 0.6% | 1.1% | 2.6% |
| IT & Managed Services | 1.1% | 1.3% | 1.0% | 0.8% | 1.1% | 1.2% | 1.5% |
| Law Firms & Legal Services | 1.5% | 1.1% | 1.2% | 1.4% | 0.7% | 0.9% | 7.4% |
| Manufacturing & Distribution | 1.4% | 1.2% | 0.9% | 1.0% | 1.1% | 0.8% | 2.1% |
| Medical Device | 1.8% | 1.4% | 1.2% | 1.5% | 0.9% | 1.1% | 1.5% |
| Oil & Gas | 1.7% | 1.2% | 1.1% | 2.1% | 0.4% | 0.8% | 2.6% |
| SaaS | 1.9% | 1.2% | 1.0% | 1.2% | 1.1% | 0.8% | 1.1% |
Further Reading and Requesting a Copy of This Report
For further reading, see our previous reports on conversion rates and guides to conversion rate optimization and content marketing:
- Conversion Rate By Channel
- B2B Conversion Rates By Industry – 2025
- Conversion Rate Optimization (CRO) Best Practices
- Landing Page Conversion Optimization
- Micro Conversion Examples, Ranked by Value
- Content Marketing Strategy: 2025 Guide
- Content Marketing for Lead Generation
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