7 Reasons to Rethink Your Blogging Strategy: New Research
Do you blog?
This article examines new research that shows blogging is here to stay.
Like many social media tools, blogs have seen a steady increase in numbers and influence over the last several years.
Number of Blogs Grows
If people are adding nearly 3 million blogs per month, surely this is a tool worth understanding and maximizing. That is the conclusion Technorati reached in their 2011 State of the Blogosphere Report.
In this report, bloggers fall into one of five categories:
- Hobbyist—Someone who blogs for fun and doesn’t report any income from blogging (this represents 60% of the study).
- Professional Part-time—These people typically blog to supplement their income and blog about personal musings or technology (approximately 9% of respondents).
- Professional Full-time—These individuals make their living by blogging, but typically work freelance (approximately 9% of respondents).
- Corporate—Corporate bloggers blog full-time as part of their job or are contracted to blog full-time for a company (8% of respondents).
- Entrepreneur—Entrepreneurs blog for a company or organization they own (13% of respondents).
***Please note that Technorati’s data is heavily skewed by the presence of 60% hobbyist bloggers—people who blog as a way to express themselves or influence their community, but don’t seek to make money. I will focus on results from the 40% of bloggers who have a business objective with their blogging.
#1: Bloggers are young, educated and experienced
Bloggers come from all over the world and span the age range. But with that diversity come some commonalities worth noting. (Go here to see all the statistical comparisons made by Technorati.)
Nearly 60% of bloggers are between the ages of 25 and 44.
Most bloggers are highly educated, with almost 30% having college degrees and an additional 50% who have started or completed a graduate degree.
Most bloggers have been blogging for at least 2 years.
The average number of blogs managed by each respondent is three, up from two in 2010.
40% of bloggers spend more than 3 hours a week working on their blog.
A majority of bloggers updates their blog at least two to three times per week.
#2: Bloggers help brands
Technorati found that a surprising one-third of bloggers have work experience in traditional media as journalists and in other capacities. They also found that consumers are increasingly putting their trust in blogs versus traditional media.
This reflects a major shift in marketing for brands of all sizes. Brands must become friendly with bloggers. If 40% of all blogs are business-oriented, that means there are around 72 million business blogs. Many of these represent an opportunity for you to foster mutually beneficial relationships with bloggers.
Not convinced? Check this out: 65% of bloggers follow brands on social media and most bloggers write regularly about the brands they follow.
#3: A growing number of consumers trust blogs
As expected, consumers receive their information primarily through friends, whether in real life or on social media. Of all social media platforms, consumers trust information they receive through blogs more than Facebook or Twitter.
Consumers are almost as likely to share information they find on a blog as from a newspaper or magazine.
Consumers are most likely to share information they find on blogs through email and Facebook with Twitter being the third most likely.
#4: Bloggers depend increasingly on social media
Bloggers get their inspiration and insights from social media.
Bloggers spend 10-12 hours weekly on social media sites, with 14% spending at least 21 hours. Additionally, bloggers spend another 8 hours weekly reading other blogs.
Bloggers “like” Facebook.
Over 90% of bloggers use Facebook and at least 65% of non-corporate professional bloggers have a Facebook page for their blog.
The primary way bloggers use Facebook is to promote their blog, but a significant 61% of entrepreneurs also use Facebook to market their business.
Twitter is very important for bloggers.
Over 80% of bloggers use Twitter and all professional bloggers have at least 1000 followers.
Around 80% of bloggers use Twitter to promote their blog.
Bloggers are early adopters of Google+.
This is one of the first studies I’ve seen on Google+ adoption. Over 60% of all surveyed bloggers have a Google+ account, but few had established a page.
Here are some of the ways bloggers use Google+:
Bloggers have a diverse social media toolkit.
Not surprisingly, LinkedIn and YouTube are the top social media platforms used by bloggers. At least 30% of professional bloggers also make use of StumbleUpon, Delicious and Digg.
The most effective social tools for driving traffic are Facebook and Twitter, with LinkedIn being a distant third.
#5: Bloggers use multimedia
Around 90% of bloggers use some form of media in their posts, with photos being the most popular.
Videos are also widely used by almost 50% of all bloggers.
#6: Bloggers are earning money through their blogs
While only 14% of bloggers earn a salary through blogging, bloggers are increasingly finding ways to earn money through advertising and brand partnerships. If you’re interested in knowing how bloggers approach revenue and advertising, see these interesting results.
#7: Bloggers are increasing their activities
Professional bloggers are generally increasing their blogging activity since they started blogging.
How about you? Do your 2012 business plans include blogging? Leave your questions and comments in the box below.
Phil Mershon is the director of events for Social Media Examiner. He has worked nearly 25 years in corporate training and management for several non-profits and multi-national corporations. Phil is also a professional jazz and church musician. Other posts by Phil Mershon »