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Top Business Blogging Trends: 2015 Research
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Research Reveals Top Blogging Trends
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In both 2014 and 2015, Orbit Media conducted a survey of more than
1000 BUSINESS BLOGGERS.Find out how you stack up with blogging professionals worldwide.
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TOP TAKEAWAYSfrom the research
Presenting the
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0.0%
20.0%
40.0%
60.0%
80.0%
Less than 500 words
500 - 1000words
1000 - 1500words
1500 - 2000words
More than2000 words
20142015
Taking time?
How long is your typical blog post?
Bloggers are investing more time creating posts.
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Serious business bloggers put more e�ort into their craft and are logging longer hours.16% spend 4+ hours per post. 6% spend 6+ hours.
2.5 hours is the average time invested in writing.
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The top 6% invest 2x as much time as the bottom 70%.
54% knock-out blog posts in an hour or two. Will they achieve their goals?
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0.0%
10.0%
20.0%
30.0%
40.0%
Less than 1 hour
1- 2hours
2- 3hours
3- 4hours
More than6+ hours
20142015
4- 6hours
Going long?
How long does it take to write a typical post?
Far more bloggers now pen lengthier posts.
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Blog posts of 1,500+ words have increased by 72%.
Average word counts are up approximately 100 words compared to last year.
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ShortiesLess than 20% produce posts of less than 500 words (which is lower than last year).
The sweet spot The 500 -1000 range remains the most popular length (though it’s declined).
LongPosts of 1000 - 1500 words have increased
Longer The trend holds steady in the 1500 - 2000 word range.
LongestAbout 2x as many bloggers now write posts upwards of 2000 words.
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0.0%
7.5%
15.0%
22.5%
30.0%
more thandailyr
daily 2 - 6Posts/Week
weekly monthly less thanmonthly
irregularintervals
severalper month
20142015
Publish much?
How frequently are bloggers publishing?
85% publish at regular intervals.
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The majority of bloggers publish weekly or more.The number of bloggers publishing daily (or more) has risen.
53% publish at least weekly.
Only 15% publish at irregular intervals.
Daily bloggers report spending less time writing their posts.
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Moonlighting?
25.0%
35.0%
45.0%
55.0%
65.0%
earlymorning
during businesshours
after businesshours
at night on the weekends
20142015
When do bloggers blog?
More blogging is being done during normal work hours.
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Blogging is less a hobby and more an occupation.
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0.0%
25.0%
50.0%
75.0%
100.0%
SocialMedia
SEO EmailMarketing
In�uencerOutreach
Other
20142015
PaidServices
Driving tra�c?
How are bloggers driving tra�c to their posts?
93% of bloggers share their content on social networks.
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There is a general increase in the use of most promotion channels.
Search, email, paid and in�uencer marketing are all up.Buying tra�c has increased dramatically.
$
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0.0%
20.0%
40.0%
60.0%
80.0%
animage
more thanone image
video audio Other
20142015
a list
Got media?
What media are bloggers including in their content?
Images and lists are the most popular formats for blog content.
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Nearly half of all bloggers use multiple images in their posts.
The use of audio has gone up. The use of video has gone down.
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0.0%
20.0%
40.0%
60.0%
80.0%
I edit my own work
“show it to a person or two” (informal)
I use an editor(formal)
More than one editor
20142015
Editor needed?
Do bloggers use editors?
The majority of bloggers do not have editors.
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Only 16% have a formal editing process.
There is a 16% increase in using editors.
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0.0%
12.5%
25.0%
37.5%
50.0%
none less than 5% 5 - 25% 25 - 50% 75 - 100%
20142015
50 - 75%
Guest posting?
What percentage of your posts are guest posts?
64% write for more than one blog.
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0.0%
15.0%
30.0%
45.0%
60.0%
none less than 5% 5 - 25 % 25 - 50 % 50 - 75 %
20142015
75 - 100 %
For hire?
(posts written to promote businesses other than their own)
What percentage of posts are written for clients?
57% write content on behalf of clients (at least some of the time).
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0.0%
7.5%
15.0%
22.5%
30.0%
I don’t haveacces to analytics
Never/Rarely Occasionally Usually Always
20142015
Who’s counting?How often do bloggers check their analytics?
95% have access to analytics, but only 55% regularly check them.
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WHAT’S NEW IN BUSINESS BLOGGING?
Bloggers are stepping it up.
Survey result comparisons from the past two years re�ect an increase across the board in:
Time spent per post
Length of the average post
Posts created for clients
Working on blogging during o�ce hours
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Original survey data
http://www.orbitmedia.com/blog/blogger-analysis/ http://www.orbitmedia.com/blog/blogger-research/
Presentation design
Research and writing
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Want to talk about content marketing?I invite you to share this research and welcome opportunities to present data-based insights regardingbusiness blogging, content marketing and web design and development.
http://www.orbitmedia.com/contact
Andy Crestodina, strategic director