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Top Business Blogging Trends

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Research Reveals Top Blogging Trends


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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.


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Presenting the TOP TAKEAWAYS from the research


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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.


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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.


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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?


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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


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Blog posts of 1,500+ words have increased by 72%. Average word counts are up approximately 100 words compared to last year.


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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.


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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


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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.


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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.


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Blogging is less a hobby and more an occupation.


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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.


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$ 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.


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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.


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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.


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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.


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Only 16% have a formal editing process. There is a 16% increase in using editors.


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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%


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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).


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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.


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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


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Original survey data http://www.orbitmedia.com/blog/blogger-analysis/ http://www.orbitmedia.com/blog/blogger-research/ Presentation design Research and writing


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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


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