Are you struggling to get the results you want from blogging?
Wondering if it even makes sense for your business?
Is this whole blogging thing starting to feel like a gigantic waste of time?
If you’ve answered yes to any of these questions, it’s crucial you understand two key points:
- It’s important not to give up too soon in blogging.
- The game has changed a lot in the past few years.
Giving up too early can be the worst decision of your life (for real: results come 8+ months in the game, listen to my podcast with Sujan Patel for more on that.)
And the battle for attention has gotten tougher. A lot tougher. Over the past five years, blogging has evolved into a serious online marketing activity.
If you’re not approaching blogging with a serious mindset these days, then frustration is almost inevitable.
But don’t lose hope. Today’s blog is here to shed some light and inspiration – and my goal is that your blogging commitment will stay strong! Because blogging works if you stay committed to it.
52 Incredible Blogging Statistics to Inspire You to Keep Blogging
In this post, we’re going to explore 52 statistics about blogging that will help you refocus your efforts and get back on track.
Keep reading to the end, because I’ll also reveal the #1 critical success factor that will allow you to fashion your blog into an indispensable online resource in your market space.
Let’s dive in!
Note: some sources are not linked because the pages are dead, but upon research, the stat provided is still valid and quoted online in major publications (Neil Patel, CMI, etc).
1. Featuring a blog as a key part of your website will give you a 434% better chance of being ranked highly on search engines. (Source: Tech Client)
434?! That’s HUGE!
It’s no secret that Google loves content. And as a factor for SEO, nothing beats regularly publishing fresh, hot, relevant content.
Not only will the Google-bots love your site, but searchers will also more readily view your blog as an authority hub, a resource for answering their most pressing questions and solving their problems.
2. B2B businesses are more inclined to use blogging for business than B2C businesses. (Source: Social Media Examiner)
B2B businesses tend to use blogging more than B2C businesses because of the nature of how B2B sales work these days.
B2B businesses are often technical or highly specialized in nature, and it sometimes takes some unpacking to answer the questions, “What is it you do, exactly?” and “Why should I care?”
A good content marketing strategy can shorten the sales cycle considerably, and a blog is an excellent platform for delivering this kind of educational content, as well as a powerful lead capture device. Blogs also demonstrate that the B2B company is relevant, up to date and willing to meet the market where they are.
3. Buyers consume content before making a purchasing decision – in fact, 47% consumed 3-5 pieces of content before taking the first step towards making a purchase. (Source: Hubspot)
The biggest hurdle to doing business online is the lack of trust. Blogs are typically top-of-funnel content and are an excellent opportunity to start a conversation with your ideal prospects and educate them into your solution. And because your blog is perceived as a source of trusted information and problem-solving tips, guess who your readers will call on when it comes time to buy?
4. Using images in your blog posts gets them 94% more views. (Source: Jeff Bullas)
As I mentioned in the introduction, blogging has become a serious marketing activity. Which means your blog has not only got to have quality, professionally-produced written content, it has also got to be visually appealing.
5. 94% of people share blog content because they think it might be useful to other people. (Source: nymarketing.com)
This statistic is a biggie. It speaks to the fact that in order to make your content more shareable, you have to make it useful. In fact, not only does making your content helpful increase the possibility of it being shared, but publishing content like “how to” posts and case studies also makes your blog more credible, as you’ll see from statistic #12.
6. B2B marketers who use blogs as part of their content marketing mix get 67% more leads than those that don’t. (Source: Hubspot)
This comes back to the factor of trust again. If your business is consistently publishing content and engaging with prospects and buyers, you’re contributing to the conversations going on in the marketplace (and in the mind of your audience), meeting your market where they are in their customer journey, and guiding them to make better-informed decisions.
Generating leads out of all this accumulated goodwill is like falling off a log, because over time you become the obvious expert to solve your market’s problems.
7. B2B marketers have found blogging to be significantly more time and cost-effective than traditional lead generation methods (Source: Hubspot)
Advertising, in general, has lost much of its effectiveness and credibility. And taking into account the rising cost of all media, whether online or offline, this statistic makes perfect sense. Besides, when was the last time you saw a truly great ad for a B2B company?
Instead of paying thousands of dollars for a radio spot or an ad placement that runs one time in a trade magazine or newspaper, you can use the same budget for a content strategy over three to six months, and get multiple opportunities to touch your ideal prospects and build trust with them.
8. Companies that published 16 or more blog posts per month got 4.5X the leads than companies that published 4 or less monthly posts. (Source: Hubspot)
This statistic really speaks for itself, and this is what I mean when I say that the bar has been raised when it comes to blogging. If you could generate almost five times the leads of your competitors by simply publishing more often, wouldn’t you do it?
Four posts a week seems to be the sweet spot for getting the best results from your blogging efforts. This regular publishing schedule is also clearly the factor separating the serious content marketer from the casual.
9. B2B companies that blogged 11 times or more per month got 3X more traffic than those blogging only once or less per month. (Source: Hubspot)
Even though four posts a week seems to be the sweet spot for blogging success, according to this statistic, you can still get positive ROI from posting less if you’re in a B2B business.
10. B2C companies that blogged 11 times or more got more than 4X as many leads than those that publish only 4-5 posts per month. (Source: Hubspot)
B2C seems to be more forgiving in terms of frequency of publishing to get results, but there is still a demanding schedule you need to stick to get those results.
11. Blogs that post daily get 5X more traffic compared to those that don’t (Source: Social Media Examiner)
If you ever needed proof that blogging is the most reliable way to get traffic, well, here it is. Of course, committing to a daily posting schedule is a tall order, so if you decide to go down this path, consider outsourcing to professional writers or a content marketing service.
If you’re getting five times the traffic of your competitors (and you are getting positive ROI), investing in content marketing management services is an easy decision to make.
12. Written articles, especially “how to” posts, as well as case studies, are the kinds of content that lend blogs the most credibility. (Source: Social Marketing Writing)
Searchers are looking for answers, and more often than not they are looking for solutions to problems. So it makes sense that the kinds of content that make a blog “credible” in the eyes of a person looking for a solution are the kinds that help them with a pressing issue.
(It’s also why the Problem-Agitate-Solution copywriting formula works so well for blog posts – but that’s a subject for another article.)
13. 58% of marketers voted for “original written content” as the most important type of content, outdoing images, videos, and infographics. (Source: Social Media Examiner)
Even though the online experience is shifting from text to visuals and video, original written content still seems to be king of the hill when it comes to effective content marketing.
14. 82% of marketers who blog get positive ROI from their inbound marketing activities. (Source: Hubspot)
And isn’t the whole reason to do inbound marketing – of which blogging is arguably the most essential part – to get positive ROI on your marketing efforts?
15. 76% of B2B marketers blog, and 73% publish case studies. (Source: CMI)
Case studies and whitepapers are still considered to be the gold standard when it comes to B2B marketing. They are powerful sales tools and are essential for describing key milestones on the customer journey. The thing is, they are like full meals, with multiple ingredients and complex flavors.
Blogging, on the other hand, is like an ongoing series of tasty snacks, whetting your readers’ appetite to know more. Combining case studies, whitepapers and blogging is probably one of the most impactful things you can do as a content marketer.
16. 7 million people publish blogs on blogging websites, and another 12 million write blogs via their social networks. (Source: NM Incite)
As this statistic demonstrates, competition in the blogosphere is fierce. But then you already knew that. So what do you do to stand out?
The answer is simple, but not easy: become an influencer (or at the very least, a leader – see stats 28 and 29 for more on this).
Being in the top 5-10% of bloggers and content marketers in your industry is fast becoming the price of entry for success when it comes to capturing the attention of your market. Evolving from a publisher to a content aggregator and opinion shaper is how you will win the battle for attention in 2017.
17. Blogs are trusted sources of information and advice say 81% of US online consumers. (Source: BlogHer)
This statistic is proof positive that the model of mass marketing online isn’t viable. Markets aren’t amorphous blobs, they’re fragmented and segmented. What people are often looking for online is information to make a decision; they want to read options, hear about customer experiences, and have the opportunity to talk about and compare options.
Your blog is an opportunity to satisfy this need in your audience. Leverage the inherent trust people already have in blogs as valid sources of information and offer your unique take on the problem you solve in your market.
18. Company websites with active blogs have 97% more inbound links than websites without blogs. (Source: Hubspot)
This is pretty obvious, right? But what should be clear by now is that just having a blog is not enough. You need a strategy and you need to work on that strategy to be successful.
19. 92% of companies who blog multiple times per day have acquired a customer from their blog. (Source: Hubspot)
Multiple posts a day probably seems like a steep hill to climb, but the rewards look to be pretty predictable, according to this statistic. What this means, however, is that you will need to have someone in your organization who is dedicated to producing and managing content. You could of course also outsource it, but you should still have a clear content strategy in place before you commit to this level of output.
20. 37% of marketers say blogs are the most valuable type of content marketing. (Source: Content Plus)
While I agree, not all blogs are created equal. The way I see things, your blog should be a content repository, a starting point for potential customers to get to know you and your company before taking the next step, whether that be signing up for a newsletter or downloading a free ebook or whitepaper. Yes, blogs are valuable, but only in the context of a well–thought-out strategy.
21. 81% of companies think that their blogs are “useful,” “important,” or “critical.” (Source: Hubspot)
This statistic may be true, but what would their readers say? I think it is always useful to have a clear-eyed perspective on any piece of marketing collateral you create, and always with your audience in mind.
22. Once you write 21-54 blog posts, blog traffic can increase by up to 30%. (Source: TrafficGenerationCafe)
This little nugget points out the essence of blogging as a long-term strategy. Too many content marketers want results yesterday, not fully appreciating the value of consistency, in combination with quality publishing, as the criteria for making blogging work.
23. Companies that blog get twice as much traffic from their email marketing than those who don’t blog. (Source: HubSpot)
Again, this is proof that your blog should be a communication hub for your business. Your blog should also work in harmony with all the other content channels you have up and running, if you want to maximize your results.
24. 1 in 10 blog posts are compounding, which means organic search increases their traffic over time. (Source: HubSpot)
Sometimes called “pillar content,” these posts are the ones that consistently rank highly, get the most traffic, comments and shares, and generally make you look like a smart cookie. Having said that though, a “compounding” post isn’t always necessarily what you feel is your best content.
This is the great thing about blogging: your audience will let you know by their engagement what they feel is important and valuable about your content. Listen, then create more of what they like.
25. Compounding blog posts generate 38% of overall traffic, even though only 10% of posts perform this way. (Source: HubSpot)
This statistic is another reason to publish regularly. You can never predict with 100% certainty how a particular post will perform. But once you have enough content (the 21-54 post mark mentioned in stat #22) you’ll be able to determine your best performing content and make more like it.
26. One compounding blog post can create as much traffic as six decaying posts. (Source: HubSpot)
Because these compounding posts are like traffic magnets for your blog, you can also assess whether you can repurpose these posts into different media, and possibly even into ebooks and other info products.
27. 72% of marketers are producing significantly more content each year. (Source: CMI)
While it is certainly important to be producing content on a regular basis, and even though it has been said that quantity has a quality all its own, this isn’t necessarily true for content. Try producing less content, but with higher value, as “authority” pieces, and get more bang for your content marketing buck. Check out the next stat to see what I mean.
28. Growth in unique site traffic is 7.8x higher for content marketing leaders compared to followers (19.7% vs 2.5%). (Source: Aberdeen)
To assume a leadership position in your market, you actually have to lead. And you won’t be able to do it if you’re just producing “me too” content. Tell stories, give your unique twist on the major pain points in your market and invest in quality content producers. Have something unique to say, and say it with style.
29. 96% of B2B buyers want content from industry thought leaders. (Source: Demand Gen Report, 2016)
I’m sure you’re starting to notice a trend by now when it comes to making your blog a success. Leadership, authority, quality, and frequency seem to be the clear indicators of how to make your blog truly outstanding in your market space.
30. 55% of B2B marketers say they are unclear on what content marketing success or effectiveness looks like. (Content Marketing Institute, 2016)
To me, this statistic relates to #27. And it also points to not having a clear goal with your content marketing efforts. If you don’t know what success looks like, how do you know when you have achieved it? And producing a ton of mediocre content isn’t it. If you aren’t sure what you need to do to make content marketing work for you, speak to the experts to make sure you get a positive ROI on every marketing dollar you spend.
31. In 2014, 57% of marketers reported custom content was their top marketing priority. (Source: Altimeter)
Custom content is the ideal all good content marketers are striving towards, but there is value in smart content curation, too. Curated content can (and I think should) always be customized by adding your particular spin to the topic.
32. 72% of marketers think that branded content is more effective than magazine ads. (Source: Custom Content Council)
Content that tells stories, meets the market where it is, and solves problems in context is naturally more persuasive than a company essentially bragging about itself in a public forum. The nature of content is inherently conversational and invites response, comment and criticism, which is what makes blogging so effective. This kind of marketing is in stark contrast to the one-way conversation of advertising that simply shouts at you. Let your customers brag on your behalf through case studies and testimonials.
33. 69% of marketers praise content as superior to direct mail and PR. (Source: Custom Content Council)
Done right, direct mail and PR can certainly support an effective content strategy. But it is up to you and your business to take the approach of delivering valuable content first, before hitting prospects with offers.
34. Almost 60% of marketers repurpose their content 2-5 times. (Source: Contently)
Repurposing content is an essential piece of the content marketing puzzle, and blogs are excellent for testing and refining topics, angles and ideas that can be effectively repurposed.
35. 68% of consumers are likely to spend time reading content produced by a company they are interested in.(Source: The CMA)
Similar to statistic #32, if you make your content valuable and interesting to read, your audience is far more likely to consume it. A blog is a low-cost, low-risk way to invite readers into your world and begin a conversation with your company.
36. Twitter users are 506% more likely to write a blog, and 314% more likely to post a comment or review than other internet users. (Source: Associated Press Poll)
Never underestimate the power of social, especially the “microblogging” feature of platforms like Twitter. Blog posts are the perfect kind of content to share on Twitter, so make sure at least some of your posts – especially ones on controversial or timely topics – are written in a way that makes people want to tweet. You can do this with list posts, by offering interesting quotes in your articles, and by offering up useful statistics about your industry.
37. Small businesses that blog get 126% more leads than small businesses that do not blog. (Source: Think Creative)
Some online marketing “gurus” think that blogging for small business is a waste of time and resources, and tend to advise going after paid traffic. But it’s difficult to argue with a statistic like this. Even if you are in the paid traffic camp, consider adding a blog to your marketing mix to collect those organic leads.
38. Blogs have been rated as the 5th most trusted source for accurate online information. (Source: Search Engine People)
This is a pretty intriguing statistic, considering that anyone can publish a blog. If you’re looking to build up trust for your business in a market, you can’t go wrong with starting a blog.
39. The only thing blogging costs you: your time. (Source: Hubspot)
Here’s another good argument for choosing blogging over paid traffic. If you’re on a budget, but you still want all the benefits content marketing can bring you, start a blog and begin earning your position in the market, one post at a time.
40. 23% of total time spent online is devoted to social networks or blogs. (Source: Mashable)
So if almost a quarter of Internet time is spent on social networks and blogs, that means your best prospects are reading someone’s blog. What shouldn’t it be yours?
41. 61% of US online consumers have made a purchase based on recommendations from a blog. (Source: BlogHer)
Affiliate marketing is one of the key ways of monetizing a blog. Cultivating relationships with influential bloggers in your niche or industry is a great way to get trusted, organic exposure to other segments of your market, and could even help you penetrate new markets.
42. 75% of HubSpot’s blog views and 90% of blog leads come from old posts. (Source: HubSpot)
When you create blog posts you’re creating a series of content assets, which you can potentially leverage for years. This is, of course, provided you can link your post to evergreen topics, issues and concerns in your market. What are the perennial problems in your market?
43. 6-13 word titles tend to attract the highest and most consistent amount of traffic. (Source: HubSpot)
Some aspects of blogging just work, even if they don’t seem to make any logical sense. Like the word count in headlines being a factor for attracting traffic. Wait…how many words in the title of this post again?
44. 63% of online users perceive blogs with multiple authors to be more credible (Source: Social Marketing Writing)
Blogs with multiple contributors are becoming the standard for authority sites. Varied perspectives, a wide range of topics and an opportunity to contribute in a more impactful way to the main conversations going on in your market will make your blog the trusted resource for your audience.
45. Social shares from Facebook, LinkedIn, and Twitter add the most credibility to blogs. (Source: Social Marketing Writing)
Leveraging the reach of these three power players of social media is essential to your success. Make some of your content bite-sized and “light” for Twitter, engaging and polarizing for Facebook, angled towards business minds for LinkedIn and get people sharing your content.
46. Quality content, regular publishing, good design, and an established social media presence are ranked as the four highest factors determining the credibility of a blog. (Source: Social Marketing Writing)
This statistic gives you the blueprint for making your blog a success, from a reader’s perspective.
47. Almost 50% of marketers are interested in driving content to align with the customer’s journey. (Source: Contently)
This is the real power of content marketing in general, and blogging in particular: the ability to map the entire process of engaging someone as a prospect, turning them into a customer, and finally, converting them into a raving fan. Your blog is the point of entry where you have the opportunity to pull people into your world in such a way that your solution eventually becomes the only solution.
48. When consumers are exposed to both professional content and user-generated product video, brand engagement can increase by up to 28%. (Source: comScore)
Vary your content, mix and match, and give your potential customer an experience they can’t get anywhere else and you will win this game. This is what Seth Godin means when he says “be remarkable” – be worthy of being talked about.
49. 78% of consumers believe that companies behind content are interested in building good relationships. (Source: TMG Custom Media)
Good business is built on good relationships. Businesses that have caught on to this fact, are beginning to make their marketing match this realization. I also believe we have reached the tipping point where consumers are expecting businesses to communicate with them through content.
50. 43% of people tend to skim blog posts. (Source: HubSpot)
As I said right at the beginning of this post, the bar has been raised for blogging. Your readers’ attention is the most precious thing they own.
The Internet is a marketplace for ideas, and ideas are literally the new currency of commerce. Make your content worth reading. If you can, make what you publish as close to the best thing your audience will read on any given day and they will reward you with their attention and their money.
51. 78% of CMOs think custom content is the future of marketing. (Source: Yahoo! Advertising Solutions)
52. According to 60% of marketers, blog content creation is their top inbound marketing priority. (Source: HubSpot)
As it should be. By now you should be thoroughly sold on the idea of blogging. I’ve outlined the benefits for you, broken down some best practices and given you a clear blueprint for blogging success (based on some pretty compelling proof).
However, right at the beginning, and really throughout this post, I’ve teased you about the secret sauce for making blogging work for you. Well, here it is… the #1 critical success factor when it comes to blogging.
The #1 Critical Success Factor When It Comes to Blogging
If I had to isolate one thing from the list above that makes all the difference between blogs that win and blogs that lose it is this: consistency.
Actually, this is true of any kind of marketing you do, especially online. It’s a process.
You see, every keyword is a conversation going on in the mind of someone searching to solve a problem.
By blogging frequently, that is, by posting new, interesting and relevant content about key ideas from your industry or field, you are serving a burning need in the minds of your readers: the desire for solutions.
You’re also creating more pages to be indexed by Google, which as you’ve seen from blogging statistic #1, is great for SEO. This naturally leads to higher rankings in search engine results, which means your website is more likely to be viewed as a trusted resource by your potential customers. Everybody wins.
So, there you have it. Not only do you now have a wealth of proven data about blogging you can use as a benchmark to take your online marketing to the next level, you also have the key strategy for building top-of-mind (and top of Google) status with your readers.
Sure, it’s a lot of work, but with focus, combined with the right strategy, you can win the battle for your readers’ attention.