Do you even blog? Blogging has become almost ubiquitous. And it’s serious business too. A blog is much more than a way to share information and ideas. It is also a marketing tool and a very powerful one at that.
Not convinced? There are numbers to back it up. If you aren’t sure it’s worth your time, effort, and money, I urge you to withhold judgment until you consider all the facts. I’ve compiled a list of some of the most powerful statistics about blogs and blogging. These demonstrate that blogs are far from frivolous.
The important thing to remember here is that blogging is a means to an end – or multiple ends, in most cases. Companies that maintain a blog seek:
- Brand awareness and visibility
- Authority and trustworthiness
- Site traffic and higher SEO ranking
- Leads and sales
It is even possible to generate revenue through third-party advertising via a blog, but many companies forgo that benefit because it detracts from their own message.
If you’ve identified your blogging goals, but still aren’t certain the benefits will materialize, consider these stats. They show a strong pattern of results.
Companies publishing 16 or more blog posts per month generated over 3 times more traffic than those publishing 0 to 4 posts per month. (HubSpot)
If you needed evidence that the amount of time and effort you devote to blogging makes a difference, here it is. In general, higher frequency posting, and more posts overall leads to greater traffic.
81 percent of US consumers find blogs to be a trustworthy sense of information. And 61 have made purchases based on a blog’s recommendations. (BlogHer)
Blogging is an important source of authority for a company or an entrepreneur. When consumers look to blogs for information and advice, they are placing trust in the blogger. With each person who uses your blog to make a decision, you increase your trustworthiness and authority.
For companies that use email marketing, those with blogs generate twice as much traffic from email. (HubSpot)
There may be multiple factors at play here, but one major reason for this is the fact that websites with a blog have more than just products to offer consumers. Blogs are free to access but offer valuable content.
Businesses that blog 20 or more times per month generate 5 times more traffic than those blogging 4 times or less per month. (HubSpot)
The message here is clear. More blogging = more people visiting your site. Not every blog post is going to be of interest to every person. Creating more content means more topics, and that means increased chances that you’ll have something for everyone within your target market.
Small businesses with blogs have 126 percent more lead growth compared to those that do not blog. (ThinkCreative)
For small businesses and startups with limited advertising budgets, blogging can be an excellent low-cost way to create brand awareness. A blog can also be great for lead generation if used strategically.
60 percent of consumers reported more positive feelings about a company after reading customer content. (ContentPlus)
When a company takes the time to develop unique content, it demonstrates a commitment to meeting consumer needs.
70 percent of consumers reported that they prefer to learn about a company through content rather than ads. (ContentPlus)
This seems obvious when you think about it. After all, ads are bought and paid for with the express purpose of generating sales. And consumers are well aware of that fact. There’s not much in it for them, other than perhaps some entertainment. Blogging allows a company to show a more complex face to its audience.
1 in 10 blog posts is compounding. (HubSpot)
This means that their traffic increases through an organic search over time. Most posts are decaying posts, which have declining traffic over time. A couple of related stats:
A single compounding post generates the same amount of traffic as six decay posts. (HubSpot)
38 percent of blog traffic comes from compounding posts. (HubSpot)
So how does one go about creating a compounding blog post? Does it just happen by accident? Highly unlikely. Rather, compounding posts tend to share a specific set of characteristics, including:
- Broad topic and appeal. These posts are written for as broad an audience as possible. That doesn’t mean that there’s no need for narrowly focused, niche posts, but those tend to be decaying rather than compounding.
- A structure that is easy to skim, thus appealing to those who may not have the time or inclination to use every word. Posts with the widespread appeal are well-organized and broken up by headings, bullet points, and images where applicable.
- They tell the reader how or why to do something. In other words, they offer tips or instructions. Successful compounding posts often have the words “how” or “why” in the title.
- They contain links to previous posts or to outside experts. This gives readers access to even more information on the topic.
- They provide all the relevant information in a compact package. A post that is too short won’t give readers the information they need, but one that’s too long with cause people to lose interest. The optimal length depends on the topic and audience.
So there you have it. There are stats upon stats to demonstrate that blogging is a powerful marketing tool. Not only does blogging ultimately result in more leads and sales, but it is also a way to share your expertise, connect with your audience on a personal and professional level, and develop a devoted following. More than anything, the prominence of blogs has shown that consumers want to be able to trust and respect the brands that they spend money with.
So what do you think..is blogging in your marketing future? Leave me a comment below.
