When it comes to learning about your business, we can tell you this much – people are not a fan of overly promotional ads.
That’s why the saying that every business needs a website and every website needs a blog still stands true today. People that are looking to buy a product or invest in a service that your company provides want to know that you care about more than just your bottom line.
But how is your content marketing strategy faring these days?
Are you confident that the content you publish is attracting the right crowd? Is your written content engaging and informative enough to convince people to convert? Are the blog posts, videos, images, and other high-quality content you’re creating actually generating sales?
Whether you’re just starting out and are in need of a good content marketing strategy, or you’re a seasoned pro looking to up your game, you should definitely check out these top business blogging statistics, facts, and trends. You never know, you might learn something new!
Let’s get started.
General blogging statistics
If you don’t know already, having a blog is a must in this growing digital age. And if you already have a blog for your business, whether it’s an online shop or not, there’s always room for improvement. After all, as of right this second, there have been over 6 million blog posts published just today.
If you think that you can click ‘Publish’ and just appear before your target audience, you’re wrong. You need to work hard to get ahead of the competition. Though there are tons of general blogging statistics out there that can help prove our point, we’ve chosen the top 5 to get you started.
- Blogging is not uncommon: There are over 600 million blogs in the world today out of over 1.7 billion websites. As we mentioned above, there’s a lot of content floating around on the internet. And, while not all of it is good content, it stands to get in your way.
- Big corporations understand the need for blogging: As of last year, 54% of Fortune 500 companies have a public facing blog. They understand the importance that high-quality content has on the success of their company and continue to work to create a strong content marketing strategy.
- Blogging as a career is growing: It’s not just companies that see the value in blogging. In the United States alone, roughly 32 million people label themselves as bloggers. This number is expected to continue to grow.
- Blogging generates results: Companies that blog generate 67% more leads than those that don’t, according to one study. Remember, people these days are after information and want to connect with the brands they know and love. Your blog is a great way to offer both to your target audience.
- Not all blog content is consumed: While business blogging is important, it’s also good to know that according to HubSpot’s ‘State of Marketing Report ,’ 73% of people admit to skimming blog posts and only 27% of people read them thoroughly. That’s why on top of having a good content marketing plan, you should always stay up to date on the top business blogging statistics, facts, and trends, so you deliver exactly what people want.
Business blogging facts and benefits
Now that you have a basic idea about the state of business blogging in the world today, let’s take a deeper look at some statistics that prove how valuable blogging really is.
According to the infographic created by DemandMetric, business blogging offers companies a ton of benefits:
- 20% of time spend online by people is used browsing content, even yours
- 68% of consumers spend time reading about the brands that interest them
- 80% of people claim to appreciate learning about a company through custom content
- It costs 62% less to blog than to engage in traditional marketing techniques
- After reading content about a product, 60% of people will then seek that product out
- 70% of people prefer to learn about a company through articles rather than adverts
And the list goes on and on. In fact, DemandMetric continues to highlight the fact that 60% of consumers like reading relevant content written by brands, 82% feel more positive about a company after reading their relevant content, and 70% of customers ultimately feel closer to a company as a result of the content that company produces.
Blogging expectation statistics
Okay, so you know you want to publish consistent blog content for your potential and existing customers. But you also want to know what kind of results to expect from pushing out a ton of valuable content too, right?
To start, business blogging is a great way to drive more traffic to your website. In fact, companies that blog receive 55% more traffic than companies that don’t. They also get 434% more indexed pages because of their blogging efforts. Lastly, people searching for companies will find one that blogs over 400% more than companies that don’t. In other words, if you have a blog on your website, you can expect people to find you.
In addition, according to multiple studies conducted by HubSpot, businesses that blog can expect:
- 126% higher lead growth than non-blogging businesses
- 2x more traffic from their email marketing and lead nurturing campaigns
- Marketers that prioritize blogging are 13x more likely to see a positive ROI
- 82% of marketers see a positive ROI from consistently blogging
According to research compiled by Content Marketing Institute, you can expect your website conversion rate to be 6x higher when involved in content marketing versus those not adopting a content marketing strategy (2.9% versus 0.5%).
Still not convinced?
Think about this example. Julie Fleischer, Kraft’s director of data, claims that Kraft generates the equivalent of 1.1 billion impressions a year and 4x the ROI through its content marketing efforts when compared to its targeted advertising.
In other words, if you start blogging about your business and everything that relates to your industry, you can expect exceptional results.
Facts about writing online content
Taking the time to publish high quality content is the secret to getting the best results. After all, you can’t just slap together some blog posts and expect the people to come begging for more. So, in an effort to improve your business blogging skills, take a look at what Orbit Media has to say in its ‘2019 Annual Blogging Survey’:
- The average blog post is about 1236 words long (56% longer than in 2014)
- 52% of bloggers feels it’s becoming harder to engage readers
- It takes about 3 hours and 57 minutes to write the average blog post (up 30 minutes since 2018, or 65% since 2014)
Adding to that, Orbit Media discovered that the least common blogging strategies are often the most effective. So, you should definitely employ some of these methods (% of bloggers doing it/% of bloggers claiming “strong results”):
- Add 10+ images per article (3%/75%)
- Draft over 20 headline options per blog (1%/67%)
- Publish daily blog posts (3%/67%)
- Collaborate with influencers on every article (1%/50%)
- Publish posts that are 2000+ words (11%/55%)
Of course, not all of these strategies will work for you every time. But if you’re looking to spruce up your content marketing efforts, it can’t hurt to try.
As with all things, even business blogging, there are a fair number of challenges that marketers face. In fact, Venngage outlines content creators’ biggest struggles when it comes to including visual content in articles:
But that’s not all. According to GrowthBadger:
- Over 50% of bloggers claim that getting traffic from Facebook has become increasingly harder over the past two years
- 1/5th of those same bloggers claim getting traffic from Google is just as hard
- Lower income bloggers (those earning <$50K/year) hope for content to spread organically, which makes it harder for them to generate more revenue
- Too many bloggers get caught up on finding the “perfect” domain name
- Lower income bloggers tend to focus on content only and don’t know how to branch out into paid promotions, partnerships, selling online courses, or even starting a podcast
Lastly, whether a higher or lower income blogger, these are the top three biggest challenges being faced (higher income%/lower income%):
- Growing an audience base and getting traffic (43%/79%)
- Finding the time to work on content creation (20%/63%)
- Creating enough content or publishing consistently (15%/62%)
This is in addition to having trouble coming up with quality topics and staying motivated to keep churning out content.
Top business blogging trends
Okay, so now that you know that blogging isn’t always easy, let’s take a look at some of the biggest trends in business blogging so you can make sure your content marketing strategy is going in the right direction.
- Word counts continue to rise: A study conducted by SearchMetric reveals that in 2019, the average word count for a blog post was around 1,692 words. In fact, blogs measuring over 1,500 words tend to get more social media attention, and long-form content (over 2,000 words) will get you more traffic, better search rankings, and a well-established reputation in your industry.
- Optimization counts: It’s not enough to write a ton of long-form content and hope it will rank well in search results. In fact, optimizing new content and even taking the time to improve old content SEO will help you gain more monthly views.
- You have to promote content to see results: Again, business blogging is not a set it and forget it task. You have to actively promote your content via social media, email marketing, link building, and more to get the results you want. In other words, consistently share your content with your target audience, because everyone else out there is doing it too.
- Google my business pages work for blogs: By taking advantage of the Google My Business feature (that’s absolutely free!), you can tease your content to a wide audience base on the front page of Google – if you do it right.
- The flywheel process is surpassing the funnel: It’s likely you’ve heard of the linear sales funnel that attracts leads, convinces them to convert, and sends them on their way. But with this process, what happens after the sale? Using the flywheel method, you don’t treat customer retention as a separate marketing entity. Instead you mix it right into the sales funnel process and keep the circle of attracting, engaging, and delighting customers going.
- Scannable content is here to stay: The trend of writing blog content that people can easily scan is not going anywhere. More than ever, people are in a rush, want to see if you have what they want, and have one finger on the back button leading them to a competitor’s website. So, to keep people reading your content, make your entire blog post so exciting people are forced to move below the fold. And make sure it’s easy to skim!
And there you have it! Business blogging statistics, facts, and trends that every business owner with a website should keep in mind moving forward with their content marketing strategy.
Blogging has been around for some time. And it shows no sign of going anywhere any time soon. In fact, more people than ever are launching their own blogs, especially businesses (both online and off). Because of this, your competition is only becoming stiffer and ranking on the first page of Google is becoming more difficult than ever.
So, take heed of the most noteworthy business blogging statistics, facts, and trends as you plan your blogging calendar and always remember, the more people want to read your content, the better.