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Impact Analysis of
Covid-19 on
Content Market

Global Opportunity Analysis and Industry Forecast, 2020–2027

The global content marketing industry was valued at $42.2 million in 2018 and is anticipated to surpass $137.2 million by 2026, at a CAGR of 16.2%. Content marketing is a strategic marketing approach emphasized on creating and distributing valuable content to attract and retain a clearly-defined customer.

In 2020, the global content marketing industry has experienced massive growth majorly due to significantly increasing adoption in the travel & hospitality, retail, manufacturing, and BFSI sector. Content marketing includes things such as e-books, educational articles, entertainment, videos, and webinars that answer particular questions of people. Content marketing helps in acquiring new customers along with to increase revenue with existing customers. Furthermore, content marketing works to inform, educate, and entertain the target customers.


Pre COVID-19
Post COVID-19
Realtime BPS *Estimated market Size, 2020,
**Real Time market Size, 2020,
14.3% 16.2% 182 USD 54.8 Million USD 56.8 Million

* The numbers are estimated prior to the COVID-19 Pandemic in 2020

** The data will vary depending on upcoming developments announced by the operating players



The surge of the global content marketing industry is mainly attributed to significant factors such as brand growth, cost-effectiveness, and better conversion rates. Also, the growing emphasis of content marketing for customer engagement and product promotion in industries is expected to drive the demand for the content marketing system which will eventually boost the growth of the global market growth, during the forecast period. For instance, as per the recent publication of Hubspot, around 60% of the marketers around the world utilize content marketing for lead generation. These factors may create a massive impact on the growth of the global content marketing industry, during the period of forecast.

In addition, content marketing is a better option over conventional advertising systems; this is mainly because it effectively builds product awareness and it helps to increase sales by delivering high-quality content to the customers. Also, extensively rising use of omnichannel messaging such as Facebook, Twitter, and WhatsApp for the enhancement of client experience will also propel the growth of the global market. Also, an increase in the use of advanced technology for the better experience of the client is also driving the growth of the global content marketing industry, during the forecast period. For instance, Duda, leading web design platform, allows publishers to easily enable PWAs (progressive web application) on their websites. These factors may propel the growth of the global market, during the forecast period.



In the last several months, due to the communal transmission of COVID-19, the world is witnessing the chaotic situation. It is expected that the global COVID-19 outbreak shall have a grave impact on the economy as well as enterprises like automotive, airlines, food & beverages, and many others. On the other hand, though this communal spread has generated multiple threats, it has also generated multiple opportunities for teleworking software and content marketing. As per the recent publication of an online newsletter, internet streaming and usage is increased by around 60-70%, during the lockdown period. Thus, to maintain and build relationships with consumers majority of the key players are highly investing in content marketing.

Many global leaders have closed their stores mainly because of the communal spread of COVID-19 but they are attracting their customers via digital marketing. For instance, Nike, an athletic apparel powerhouse, has temporarily closed its stores in significant markets such as Canada, Western Europe, the US, and Australia. But the company is primarily concentrating on engagement with clients utilizing content marketing. Moreover, NuFace, leading facial toning device manufacturer, has experienced its sales upsurge as clients lockdown at home due to outbreak. To adapt with unprecedented situation of COVID-19, the company has replaced the in-person house calls with virtual house calls hosted on Facetime and Zoom for the delivery of tutorials. In addition, the company is rapidly uploading the content on Instagram. These factors may create a huge impact on the growth of the global content marketing industry during the pandemic crisis.



Furthermore, according to the new report published by Research Dive, the global content marketing industry is projected to continue its exponential growth in the coming years, post the COVID-19 outbreak. To strengthen the global footprint across the global industry and gain the trust of customers, market leaders are following the strategies such as strategic acquisitions and tie-ups, technological advancements, and many among others. For instance, HubSpot, worldwide leader of content marketing, has suspended marketing email send limits for enterprise customers and marketing Hub Professional. Also, to support SME’s(small and medium enterprise) through this unprecedented condition, HubSpot is decreasing the cost of Starter Growth Suite from USD $112.50 /month to USD $50 /month.

In addition, numerous significant enterprises are mainly focussing on R&D and product launching. By implementing such strategic plans they are preparing for the post-pandemic impact of the COVID-19. For instance, in May 2020, Adobe has launched a set of AI solutions to help sales personnel and marketers. This tool will help ventures to decide the best channel to engage clients, also it delivers the content most effectively. These key elements may be expected to drive the growth of the global content marketing industry, after the pandemic crisis.

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  •  Long-term and Short-term impact of Covid-19 on the market
  •   Cascading impact of Covid-19 on the Content Market , due to the impact on its extended ecosystem
  •  Understanding the market behaviour pre- and post-Covid-19 pandemic
  •  Strategic suggestions to overcome the negative impact on your business or turn the positive impact into an opportunity
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Content Market