In both 2014 and 2015, Orbit Media conducted a survey of more than 1000 BUSINESS BLOGGERS. Find out how you stack up with blogging professionals worldwide.
Presenting the TOP TAKEAWAYS from the research
Taking time? How long is your typical blog post? 80.0% 2014 2015 60.0% 40.0% 20.0% 0.0% Less than 500 words 500 - 1000 words 1000 - 1500 words 1500 - 2000 words More than 2000 words Bloggers are investing more time creating posts.
2.5 hours is the average time invested in writing. Serious business bloggers put more efort into their craft and are logging longer hours. 16% spend 4+ hours per post. 6% spend 6+ hours.
The top 6% invest 2x as much time as the bottom 70%. 54% knock-out blog posts in an hour or two. Will they achieve their goals?
Going long? How long does it take to write a typical post? 40.0% 2014 2015 30.0% 20.0% 10.0% 0.0% Less than 1 hour 1- 2 hours 2- 3 hours 3- 4 hours 4- 6 hours More than 6+ hours Far more bloggers now pen lengthier posts.
Blog posts of 1,500+ words have increased by 72%. Average word counts are up approximately 100 words compared to last year.
Shorties Less than 20% produce posts of less than 500 words (which is lower than last year). The sweet spot The 500 -1000 range remains the most popular length (though it’s declined). Long Posts of 1000 - 1500 words have increased Longer The trend holds steady in the 1500 - 2000 word range. Longest About 2x as many bloggers now write posts upwards of 2000 words.
Publish much? How frequently are bloggers publishing? 30.0% 2014 2015 22.5% 15.0% 7.5% 0.0% more than dailyr 2 - 6 daily weekly several per month monthly less than monthly irregular intervals Posts/Week 85% publish at regular intervals.
The majority of bloggers publish weekly or more. The number of bloggers publishing daily (or more) has risen. 53% publish at least weekly. Only 15% publish at irregular intervals. Daily bloggers report spending less time writing their posts.
Moonlighting? When do bloggers blog? 65.0% 2014 2015 55.0% 45.0% 35.0% 25.0% early morning during business hours after business hours at night on the weekends More blogging is being done during normal work hours.
Blogging is less a hobby and more an occupation.
Driving trafc? How are bloggers driving trafc to their posts? 100.0% 2014 2015 75.0% 50.0% 25.0% 0.0% Social Media SEO Email Marketing Infuencer Outreach Paid Services Other 93% of bloggers share their content on social networks.
There is a general increase in the use of most promotion channels. $ Search, email, paid and infuencer marketing are all up. Buying trafc has increased dramatically.
Got media? What media are bloggers including in their content? 80.0% 2014 2015 60.0% 40.0% 20.0% 0.0% an more than one image video audio a list Other image Images and lists are the most popular formats for blog content.
Nearly half of all bloggers use multiple images in their posts. The use of audio has gone up. The use of video has gone down.
Editor needed? Do bloggers use editors? 80.0% 2014 2015 60.0% 40.0% 20.0% 0.0% I edit my own work “show it to a person or two” (informal) I use an editor (formal) More than one editor The majority of bloggers do not have editors.
Only 16% have a formal editing process. There is a 16% increase in using editors.
Guest posting? What percentage of your posts are guest posts? 50.0% 2014 2015 37.5% 25.0% 12.5% 0.0% none less than 5% 5 - 25% 25 - 50% 50 - 75% 75 - 100% 64% write for more than one blog.
For hire? What percentage of posts are written for clients? 60.0% 2014 2015 (posts written to promote businesses other than their own) 45.0% 30.0% 15.0% 0.0% none less than 5% 5 - 25 % 25 - 50 % 50 - 75 % 75 - 100 % 57% write content on behalf of clients (at least some of the time).
Who’s counting? How often do bloggers check their analytics? 30.0% 2014 2015 22.5% 15.0% 7.5% 0.0% I don’t have acces to analytics Never/Rarely Occasionally Usually Always 95% have access to analytics, but only 55% regularly check them.
WHAT’S NEW IN BUSINESS BLOGGING? Bloggers are stepping it up. Survey result comparisons from the past two years refect an increase across the board in: Posts created for clients Time spent per post Working on blogging during ofce hours Length of the average post
Original survey data http://www.orbitmedia.com/blog/blogger-analysis/ http://www.orbitmedia.com/blog/blogger-research/ Presentation design Research and writing
Want to talk about content marketing? I invite you to share this research and welcome opportunities to present data-based insights regardingbusiness blogging, content marketing and web design and development. Andy Crestodina, strategic director http://www.orbitmedia.com/contact