REAL CONTENT MARKETING DATA
Content marketing creates opportunities for businesses to be discovered when potential customers are searching, researching and comparing their options.
Here is what consistent content publishing has produced for one real SME.
DarkInvader
DarkInvader is a UK cybersecurity business helping organisations understand and manage their external cyber risk.
Content has been an important part of its marketing strategy, with blogs published consistently throughout the past 12 months.
230K
Google Search impressions
4K
Google Search clicks
3.18K
Google AI impressions
Since 18 May 2026
1 September 2025 – 1 September 2026
Data from Google Search Console
Why does content marketing matter?
For many businesses, a potential customer starts forming an opinion long before they fill in a form, book a call or speak to sales. Good content gives the business something useful to be discovered during that research.
95%
of winning B2B vendors were already on the buyer’s initial shortlist.
Buyers are researching businesses before they speak to them. Content gives your business an opportunity to appear during that research and become one of the options they consider.
of B2B marketers said content marketing helped generate demand or leads.
Visibility is not the end goal. Useful content can bring potential customers onto your website while they are actively researching relevant problems and solutions.
74%
89%
of European B2B buyers reported using LLMs to help research potential solutions.
Discovery is expanding beyond traditional Google results. Businesses increasingly need content that can be understood, surfaced and referenced across both search engines and AI platforms.
DarkInvader has already recorded 3,180 impressions within Google’s AI search experiences since 18 May 2026.
More useful content creates more opportunities to be discovered.
Each relevant page gives your business another opportunity to appear when someone searches for a problem, question or topic you can help with.
Google Search
AI search
Social
Direct discovery
The objective is not to publish content for the sake of it. It is to create useful content around the subjects your customers actually care about.
The opportunity is clear. Running it consistently is the difficult part.
Knowing that content matters is different from having the time, process and tools to keep producing it.
42%
struggle to create content consistently
47%
struggle to measure content performance
26%
believe their organisation has the right technology to manage content effectively
Research
→
Plan
→
Write
→
Publish
→
Schedule
→
Measure
→
Repeat
For a small marketing team, those jobs are often spread across different tools.
That is the problem Awareness Marketing is built to solve.
DarkInvader and Awareness Marketing
DarkInvader was already publishing content consistently. It has now started using Awareness Marketing to bring more of that workflow into one place, from identifying opportunities and creating content to publishing and performance tracking.
DarkInvader currently publishes four blogs each week through its ongoing content programme.
DarkInvader content managed through Awareness Marketing.
One place to run your content marketing
Awareness Marketing brings the content workflow together so businesses can spend less time moving between disconnected tools and more time creating content that has a reason to exist.
PLAN
Find the opportunities worth targeting.
CREATE
Create blogs and social content.
PUBLISH
Publish to connected channels.
MEASURE
Track Search and AI visibility.
IMPROVE
Use performance to decide what comes next.
See what Awareness Marketing could create for your business
Enter your website and get a personalised example of the content opportunities Awareness Marketing could help you act on.