Because video, podcasts, and other forms of content are getting more popular, a lot of people assume that long-form blogging is dying.

As this post will show you, nothing could be further from the truth.

Whether you’re working on a content marketing strategy for 2019 or you’re doing research for a new article, I’m going to show you 142 recent blog statistics and trends that demonstrate what’s happening in the world of blogging, what’s working well, and where it’s headed.

For example:

According to Ahrefs, people search Google for “How to start a blog” 121,000 times per month worldwide. That’s nearly 4,000 people who consider starting a blog every day.

In fact, in the United States alone there are already over 30 million active bloggers posting at least once per month. And that number is expected to grow to nearly 32 million by 2020.  (2018, Statista)

Over 2 billion blog posts are being published each year worldwide. That’s 5,760,000 per day and 4,000 published each minute. (2018, Internet Live Stats)

Number of blog posts published each year, day, and minute

 

All that blogging is being done not only by individuals, but also by businesses.

85% of B2C marketers and 91% of B2B marketers say their companies blog or use other content marketing. (2018, Content Marketing Institute)

55% of companies say blog content creation is one of their top marketing priorities for 2018 onward. 47% say content promotion is another top priority. (2018, State of Inbound marketing industry report)

96% of companies expect their content marketing budgets to increase or stay the same in 2019, and 46% had higher content marketing budgets in 2018 than in 2017. (2018, State of Inbound marketing industry report)

Content marketing budgets in 2019

And 57% of marketers plan to increase their use of blogging specifically in the near future. (2018, Social Media Examiner)

55% of marketers say blogging is their most important inbound marketing channel. (2018, Hubspot)

66% of B2C marketers say their company’s content marketing is more successful now than it was a year ago, and only 5% say it is less successful now. (2018, Content Marketing Institute)

Here are the factors they say have contributed to their success:

Content strategy (development or adjustment) – 75% of B2C marketers & 72% of B2B marketers
Content creation (high quality, more efficient) – 72% of B2C, 78% of B2B
Content distribution (better targeting, identification of what works) – 53% of B2C, 50% of B2B
Spending more time on content marketing – 47% of B2C, 46% of B2B
Content marketing has become a higher priority – 46% of B2C, 49% of B2B
Content measurement (better ability to show results) – 39% of B2C, 35% of B2B
Management/HR (organizational changes, staffing) – 39% of B2C, 39% of B2B
Content marketing technologies/tools – 25% of B2C, 25% of B2B
Their efforts have had more time to get results – 24% of B2C, 21% of B2B
Content marketing training/education – 21% of B2C, 19% of B2B
Changes in their target audiences – 12% of B2C, 5% of B2B
Assistance of outside expertise – 10% of B2C, 7% of B2B

(2018, Content Marketing Institute)

 

One of the biggest blogging trends in 2018 – 2019 is writing longer articles.

Blog posts of about 2,000 words and up get the best results:

  • The average length of a page that ranks on the first page of Google is 1,890 words. (2017, Backlinko)
  • Over 50% of bloggers who write articles over 2,000 words long report getting strong results from their efforts — while only 10% of bloggers who write articles under 500 words say they get strong results. (2018, Orbit Media)

Articles over 2000 words get stronger results than blog posts under 500 words

Since longer articles work so well, people are publishing longer posts each year. In 2014, only 1.4% of bloggers published blog posts that averaged over 2,000 words. In 2018, that increased by 5.7x, to 8%. (2018, Orbit Media)

And the length of the average blog post has gone up from 808 words in 2014 to 1,151 words in 2018. That’s an increase of over 42%. (2018, Orbit Media)

The most common article length is still 500-1,000 words, with 46% of bloggers reporting that length as typical in 2018 — but that’s down from 61% in 2014. (2018, Orbit Media)

Although most blog posts are less than 1,000 words long, articles over 1,000 words consistently receive more social shares and links than shorter posts.
(2015, Moz)

Naturally, these longer blog posts take longer to write. The average time spent writing a blog post went from 2 hours and 24 minutes in 2014 to 3 hours and 28 minutes in 2018. And bloggers who spend over 6 hours per blog post are 56% more likely to report getting “strong results” than those who spend less time. (2018, Orbit Media)

Average time spent writing a blog post in 2018

Spending all that time writing each post makes it harder to publish as many articles, so bloggers are publishing less frequently now than a few years ago. In 2014, 28% of bloggers published 2-6 times per week. Now only 18% do. And the number that only publish monthly has increased by half, from 10% in 2014 to 15% in 2018. (2018, Orbit Media)

All of this reflects the fact that 70% of all content marketers say they now prioritize content quality over quantity. (2018, Content Marketing Institute)

However, publishing more often is still more effective, for those that are able to do it. Over 60% of bloggers who publish articles at least once per day report getting strong results from their blogs, while only 17.5% of those who publish monthly get strong results. Of course, it’s hard to know whether blogging more often actually causes success, or if unsuccessful bloggers decide to blog less often after seeing that their efforts aren’t paying off.  (2018, Orbit Media)

Businesses that blog 16+ times per month get nearly 3.5 times as much traffic as companies that blog 0-4 times per month. Companies that blog 16+ times per month get about 4.5x more leads than companies that blog 0-4 times per month. (2015, Hubspot)

 

Bloggers and businesses are doing more to promote their blog posts.

322% more bloggers promoted their content with paid ads in 2018 than in 2014. (2018, Orbit Media)

322 percent more bloggers used paid promotion in 2018

Bloggers who use paid advertising to promote their content are 67% more likely to be successful than those who don’t. (2018, Orbit Media)

In 2018, 68% of bloggers relied on SEO for traffic and 61% relied on email marketing — up from about 50% and 37% in 2014. (2018, Orbit Media)

Only 20% of bloggers do influencer outreach, but those who do are 87% more likely to report strong results than those who don’t. (2018, Orbit Media)

35% of B2C bloggers and content marketers use marketing automation software outside of email-focused solutions. (2018, Content Marketing Institute)

59.8% of bloggers guest-post at least occasionally. (2018, Orbit Media)

One in twenty bloggers guest-post 75% – 100% of the time. (2017, Orbit Media)

21% of professional bloggers used paid advertising to drive traffic to their content in 2017. If the current trend continues, more than 50% of bloggers will be using paid ads to promote their content by 2021. (2017, Orbit Media)

Here are the 3 most popular channels used to promote blog content:

96% of bloggers promote their posts with social media
64% use SEO
58% use email marketing
(2017, Orbit Media)

Social media is by far the most common promotional strategy. But only 30% of bloggers who promote with social media report getting strong results. While influencer outreach is used much less often, but 48% of bloggers who do use it report getting strong results. (2017, Orbit Media)

“Long-tail” keywords (less common phrases) are extremely important for SEO: more than half (55%) of all searches on Google occur outside the 10 million most popular keywords. (2017, Moz)

Marketers are turning to distribution outside of Facebook: 52% of marketers say they’ve seen declines in their organic Facebook reach in the last year. (2018, Social Media Examiner)

 

More time and money is also being spent to create and optimize great content.

Bloggers who use editors are 50% more likely to report getting strong results from their blogs than those who don’t. That’s probably why the number of bloggers using professional editors has doubled since 2014: from 12% in 2014 to 24% in 2018. (2018, Orbit Media)

62% of B2C and 56% of B2B companies outsource at least one aspect of their content marketing or blogging. (2018, Content Marketing Institute)

49% of B2C businesses and 47% of B2B businesses outsource content creation, such as blog writers or video producers, while 26% of B2C and 23% of B2B outsource content promotion.
(2018, Content Marketing Institute)

The average B2C blogger or content marketer uses 4 digital tools or technologies to help manage their content marketing efforts. (2018, Content Marketing Institute)

On average, B2C companies spend 22% of their total marketing budgets on blogging and content marketing, while B2B companies spend 26% of theirs. (2018, Content Marketing Institute)

42% of companies that rely on inbound marketing have dedicated content strategist executives. (2016, Curata)

43% of bloggers publish a new article at least once per week. (2018, Orbit Media)

85% of bloggers publish consistently, on a regular basis. (2018, Orbit Media)

More and more blogging is being done during normal work hours and at the office: in 2018, only about 30% of bloggers wrote their posts at night and on weekends, down from about 35% in 2017 and about 48% in 2014. (2018, Orbit Media)

55% of bloggers return to older posts and update them, and those who do are 74% more likely to report strong results. (2017, Orbit Media)

Headlines are critically important: most people only read the first 2 words of a title or headline before deciding whether to continue reading. (2009, Nielsen Norman Group)

 

What else are successful blogs doing that makes them successful?

The more you pay attention to your web analytics, the better your results: 19% of bloggers rarely or never look at their web analytics to see traffic and engagement data, and this group is far less likely to report getting strong results than bloggers who always check their analytics. Only 15% of the “never”/”rarely” camp say they get strong results, while 41% of the “always” camp say they do. (2018, Orbit Media)

10% of blog posts get more and more traffic from organic search each year after they’re published. These types of posts, referred to a “compounding blog posts”, drive 38% of all blog traffic. Each compounding blog post drives as much traffic as 6 regular or “decaying” blog posts. (2016, Hubspot)

Headlines with negative terms like “never” and “worst” perform 30% better than average, and 60% better than ones with positive terms like “always”, “most”, and “best”. (2017, ConversionXL)

Classifying headlines into 5 different types, here are the percentages of each that people say they find most interesting:

Numbered-list headlines – 36%
“Reader-addressing” headlines (using the word “You”) – 21%
“How To” headlines – 17%
“Normal” headlines (like “Interesting Facts About Dog Toys”) – 15%
Headlines that are a question – 11%.
(2013, Moz)

Articles that include the three-word phrase “Will Make You” in the title get 2x as many Facebook engagements as the second-most effective three-word phrase, “This Is Why”. (2017, BuzzSumo)

Blog posts with 12 – 18 words (or 80 – 95 characters) in the title get the most engagements on Facebook. (2017, BuzzSumo)

68% of B2C content marketers and 67% of B2B content marketers focus their content on what their audiences want, as opposed to solely what fits best with their companies’ brands. (2018, Content Marketing Institute)

The most successful blog posts are easy to skim: 43% of people say they skim over blog posts rather than always reading them thoroughly. (2016, Hubspot)

Article titles with between 6 and 13 words attract the most traffic. (2016, Hubspot)

Only about 25% of bloggers conduct original research, such as wide-scale studies and surveys, but 58% of those that do say they get strong results from the effort. (2018, Orbit Media)

The most successful blogs make people want to spread the word. According to a New York Times survey about online sharing habits, the top 5 reasons people share articles via social media or email are:

To show valuable or entertaining content to others (94% of people)
To reinforce a specific image/idea about who they are and what they care about (68%)
To grow or maintain relationships (78%) or to connect with others who have similar interests (73%)
To feel more involved in the world (69%)
To spread the word about social causes or brands they care about (49%)
(2011, New York Times)

97% of marketers publish content that outlines step-by-step tactical formulas for success. (2016, Curata)

53% of B2C marketers say they are discontinuing the content marketing tactics they’ve found to be ineffective in order to focus on the ones that work better. (2018, Content Marketing Institute)

60% of B2C content marketers and 58% of B2B content marketers typically publish blog posts or other content on a defined, regular basis. (2018, Content Marketing Institute)

47% of B2C content marketers craft content based on the specific points of the buyer’s journey or sales funnel, while 74% of B2B content marketers do. (2018, Content Marketing Institute)

These are the most common formats B2C and B2B marketers use to distribute their blog posts and other content:

Social Media – 89% of B2C, 92% of B2B
Email – 86% of B2C, 93% of B2B
Other Blogs – 70% of B2C, 79% of B2B
In-Person Events – 42% of B2C, 56% of B2B
Print Excluding Magazines – 34% of B2C, 23% of B2B
Separate Content Hubs (e.g. microsites) – 27% of B2C, 27% of B2B
Webinars/Virtual Events – 19% of B2C, 55% of B2B
Online Presentations – 17% of B2C, 21% of B2B
Print Magazines – 17% of B2C, 24% of B2B
Digital Magazines – 12% of B2C, 21% of B2B
(2018, Content Marketing Institute)

These are the most common social media platforms content marketers use:

Facebook – 97% of B2C, 86% of B2B
Twitter – 84% of B2C, 87% of B2B
LinkedIn – 69% of B2C, 97% of B2B
YouTube – 66% of B2C, 60% of B2B
Instagram – 63% of B2C, 30% of B2B
Pinterest – 43% of B2C, 12% of B2B
Snapchat – 11% of B2C, 3% of B2B
SlideShare – 8% of B2C, 19% of B2B
Medium – 5% of B2C, 6% of B2B
(2018, Content Marketing Institute)

These are the most common types of email B2C and B2B content marketers use:

Automated confirmation emails (e.g. welcome emails) – 58% of B2C, 45% of B2B
Event emails – 55% of B2C, 63% of B2B
Promotional emails – 52% of B2C, 42% of B2B
Monthly newsletters – 48% of B2C, 48% of B2B
Drip campaigns (e.g. welcome series) – 45% of B2C, 45% of B2B
Ad hoc newsletters (i.e. no set schedule) – 36% of B2C, 31% of B2B
Lead nurturing – 36% of B2C, 51% of B2B
Bi-weekly newsletters (every other week) – 20% of B2C, 13% of B2B
Weekly newsletters – 17% of B2C, 11% of B2B
Partnership emails – 15% of B2C, 16% of B2B
Daily newsletters – 3% of B2C, 3% of B2B
(2018, Content Marketing Institute)

60% of marketers use blog posts in their social media marketing. (2018, Social Media Examiner)

Blog writers are including more multimedia in or alongside their posts.

54% of bloggers include more than one image in their average article, 49% include a list, and 19% include video. (2018, Orbit Media)

But people are investing more into video alongside their blogs: 45% of marketers plan to add YouTube as a content distribution channel in 2018-2019, while 41% say they will add Facebook video. (2018, State of Inbound marketing industry report)

45% of B2C (business-to-consumer) marketers consider their most important type of content to be visual content. (2017, Content Marketing Institute)

Blog posts with images get 94% more views than those without. (2013, Jeff Bullas)

Video is also on the rise, with 19% of bloggers now including video in their typical post. (2018, Orbit Media)

45% of bloggers who add audio (such as podcasts) to their blog posts report getting strong results, vs. 37% of those who use video and 31% who use lists or images. (2018, Orbit Media)

Aside from blog posts, these are the most popular types of content created by B2C and B2B marketers:

Social media posts excluding video – 96% B2C, 94% B2B
Videos excluding live video – 76% B2C, 72% B2B
Illustrations/photos – 67% B2C, 56% B2B
Infographics – 59% B2C, 65% B2B
Interactive tools (e.g. quizzes, assessments, calculators) – 38% B2C, 33% B2B
Ebooks/white papers – 35% B2C, 71% B2B
Case studies – 30% B2C, 73% B2B
Live video – 22% B2C, 17% B2B
Research reports – 20% B2C, 37% B2B
Mobile apps – 17% B2C, 11% B2B
Podcasts – 13% B2C, 17% B2B
Film/TV – 8% B2C, 4% B2B
Virtual reality or augmented reality experiences – 4% B2C, 4% B2B
(2018, Content Marketing Institute)

More than 2 times as many searches are conducted on YouTube as Bing in the US. YouTube also gets more than than 2x the searches of Amazon and 3x the searches of Facebook. (2018, SparkToro)

Google Images gets even more searches than YouTube: at 21% of the total US search market, Google Images gets more searches per month than YouTube, Bing, Yahoo, Amazon, Facebook, Google Maps, Twitter, Pinterest and DuckDuckGo combined. (2018, SparkToro)

 

How effective is blogging, anyway?

About 78% of content marketers say they can demonstrate how content marketing has increased audience engagement, and over 50% say they can demonstrate that it has increased sales. (2018, Content Marketing Institute)

80% of bloggers say their blogs deliver positive or strong results. (2018, Orbit Media)

Blogs can be a great sales tool: 47% of buyers view 3-5 blog posts or other pieces of content before starting the buying process. (2016, Demand Gen Report)

And 38% of businesses say they strongly rely on vendor-produced content such as blog posts and ebooks to help make purchase decisions. (2018, State of Inbound marketing industry report)

95% of marketers say they do not consider blogging to be overrated as a marketing tactic. (2018, State of Inbound marketing industry report)

43% of B2B (business-to-business) companies say blog posts are the most important content they produce. (2017, Social Media Examiner)

60% of B2C marketers and 56% of B2B marketers say their company is very or extremely committed to content marketing. (2018, Content Marketing Institute)

85% of B2C marketers and 80% of B2B marketers say their companies are focused on building audiences with content marketing. (2018, Content Marketing Institute)

However, only 43% of organizations specifically measure the return on investment of their content marketing. The #1 reason cited for not measuring ROI is that it is too difficult. (2018, Content Marketing Institute)

61% of marketers say generating traffic and leads is one of their top challenges. (2018, State of Inbound marketing industry report)

79% of B2C marketers and 74% of B2B marketers say their organizations value creativity and craft when it comes to blog writing and content creation. (2018, Content Marketing Institute)

But only 56% of B2C marketers and 59% of B2B marketers say their leadership gives them plenty of time to produce results with their content marketing, while only 55% of B2C and 62% of B2B say their organization has realistic expectations about what content marketing is able to achieve. (2018, Content Marketing Institute)

51% of B2C marketers say it has gotten more difficult to capture their audience’s attention over the past year. (2018, Content Marketing Institute)

96% of B2B buyers say they want to see more content and articles that are informed by industry leaders. (2016, Demand Gen Report)

Of all content types, written articles still get the most engagement on social media (followed by videos and images). (2017, Clutch)

 

How companies manage their blogs and content marketing processes:

Only 38% of B2C marketers and 37% of B2B marketers say their organizations have a documented content marketing strategy. (2018, Content Marketing Institute)

Red tape alert: 26% of B2C marketers and 32% of B2B marketers say they face bottlenecks in their content marketing project management flow (from concept to completion) at work. (2018, Content Marketing Institute)

What gets measured gets managed: 31% of B2C marketers and 37% of B2B marketers say their organization does a fair or poor job of aligning their metrics with their content marketing goals. (2018, Content Marketing Institute)

6% of all companies spend over 75% of their marketing budgets on blogging and content marketing, while 72% of B2C and 63% of B2B companies spend under 25% of their marketing budgets on it. (2018, Content Marketing Institute)

 

Demographics, technology, and other content marketing and blogging statistics:

Over 409 million people visit WordPress blogs each month, viewing over 21.4 billion pages. (2018, WordPress)

More than 77.8 million new blog posts are published each month on WordPress alone, and about 54 million new comments are. (2018, WordPress)

31.9% of all websites use WordPress. (2018, W3Techs)

Tumblr alone hosts 425.7 million blogs (2018, Statista)

Tumblr skews young: over a quarter (25.7%) of its users are aged 18-24. And nearly half (49.6%) are under the age of 35. (2017, Comscore)

Medium is also growing quickly as a blogging platform: almost 1 in 10 marketers plans to start using it in the next year. (2018, Hubspot)

56.67% of global internet usage is now on mobile and tablet devices, leaving only 43.33% of it on desktop or laptop computers. (2018, StatCounter)

People search on Google an estimated 720 billion times per year in the US alone. (2017, Moz)

Google gets more than 2 trillion searches per year worldwide. (2016, Search Engine Land)

90% of all online searches in the US happen on Google, while Bing and Yahoo combined only get about 3%. (2018, SparkToro)

Only 3.4% of Google searches result in a click on a paid ad. (2017, Moz)

8% of Google searches are phrased as questions — which blog articles are often perfectly set up to answer. (2017, Moz)

18% of the time, when someone makes a search on Google, the results they see are so irrelevant that they make a different search immediately after (for a different phrase) without clicking any results. (2017, Moz)

21% of Google searches lead to more than one click on different results. People compare and cross-reference multiple webpages and blog posts to see which one is best. (2017, Moz)

Another 21% of searches on Google result in “pogo-sticking” — clicking on one result, being dissatisfied with it and hitting the back button to click a different result. (2017, Moz)

Based on a sample of 1 million articles across 600,000 different sites, the number of social shares and links to a given article are actually highly uncorrelated. So an article that gets many social shares may get many backlinks, or it may get very few. (2015, Moz)

75% of blog posts get 0 links from other sites, and less than 10 shares on social media. (2015, Moz)

55% of US households are expected to have voice-enabled smart speakers by 2022. Additionally, the total number of voice assistant devices (including smartphones) is forecasted to reach 870 million by 2022. (2017, TechCrunch)

Internet users scroll through 300 feet of content per day on their social media feeds — the same height as the Statue of Liberty. (2017, American Marketing Association)

36% of B2B (business-to-business) marketers consider blogging their most important type of content — above visual images, videos, and podcasting. (2018, Social Media Examiner)

 

Sources

https://www.stateofinbound.com/

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