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Research Reveals Top Blogging Trends
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 effort 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% 30.0% 2014 2015 20.0% 10.0% 0.0% Less than 1 hour 1- 2 hours 2- 3 hours 3- 4 hours 4- 6 hours Far more bloggers now pen lengthier posts. More than 6+ hours
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% 22.5% 2014 2015 15.0% 7.5% 0.0% more than dailyr daily 2-6 Posts/Week weekly several monthly per month 85% publish at regular intervals. less than monthly irregular 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 traffic? How are bloggers driving traffic to their posts? 100.0% 2014 2015 75.0% 50.0% 25.0% 0.0% Social Media SEO Email Marketing Influencer 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 influencer marketing are all up. Buying traffic has increased dramatically.
Got media? What media are bloggers including in their content? 80.0% 60.0% 2014 2015 40.0% 20.0% 0.0% an image more than one image video audio a list Other 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% 37.5% 2014 2015 25.0% 12.5% 0.0% none less than 5% 5 - 25% 25 - 50% 50 - 75% 64% write for more than one blog. 75 - 100%
For hire? What percentage of posts are written for clients? 60.0% (posts written to promote businesses other than their own) 45.0% 2014 2015 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% 22.5% 2014 2015 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 reflect an increase across the board in: Time spent per post Posts created for clients Length of the average post Working on blogging during office hours
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