November 18, 2017

Blogging report 2017: better content, well promoted, more professional...

This post is on a study by Orbit Media on the state of blogosphere in 2017 in terms of use of blogging. They have based their findings on the basis of responses from 1377 blogger to 11 questions. Summary of findings:

1. Bloggers now take more time in composing blog posts than before.

The time spent on creating a blog post has been found to be increasing over years since 2014. Now a blogger spends 3 hours 20 minutes on an average in creating a post. In addition, the number of bloggers who spend over 6 hours in composing a post has more than trebled over the last four years and they have said, they get 'strong results' by posting big!

2.  Most bloggers post weekly or around that, and the overall frequency has gone down.

But it is not that the drop in frequency gets good results even when the content is big. Frequency matters in getting good results, bloggers report.

3. More bloggers are using editing support than before.

4. The size of blog posts now averages 1142 words as compared to 808 in 2014. 

Moreover, the number of bloggers writing more than 2000 words has risen very sharply though half still write below 500 words, and those who write big posts say, they get 'strong results'.

5. Bloggers are now using more visual content. 

Those using multiple images per post and using audio have reported to be getting 'strong results'!

6. Guest posting is still popular.

7. Most bloggers (over half of those surveyed) update their old posts, at least some times.

8. Bloggers are more into promotion, especially paid promotions.

Use of social media comes on top when it comes to promoting blogs. Bloggers' attention is rising to use of SEO, paid promotions and reaching out to influencers.

It is found that the less popular ways of promotion, which also need hard work, give the best results (other than paid services). In decreasing levels of effectiveness, these are: influencer outreach > paid promotions > email marketing > SEO > social media.

9. Most bloggers use analytics and refer to it regularly.

10. Blogging is giving results, and better!

One in three responders says, 'the blog delivers strong marketing results' and another half of those surveyed say, 'blog delivers positive results'.

ITB view:
Blogging has become much more professional!

We have been observing, and we've shared it many times before, that the face of blogging has changed greatly from maintaining a web diary and social networking to professional blogging. More and more bloggers are now taking blogging as part-time or full-time vocation. They write more wholesome content and use media to aid it. They use professional tools such as analytics and SEO techniques. They are making investments into it when required, for example hiring content editors, buying themes, optimizing blog for search and paying for promotions. This study once again proves our point.

You can visit here the Orbit Media blog post.

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