Post on 19-May-2015
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BLOGGING
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“The bottom line is that blogging is like sex. You can’t fake it. You can’t fake passion. You can’t fake wanting to engage with the public. If you do, it will ultimately be an unsatisfying experience for both the blogger and their readers.”
KEVIN ANDERSONFREELANCE JOURNALIST& FORMER BLOGS EDITOR FOR THE GUARDIAN
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Blogs keep growing – in volume & value.
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SOURCE: UM, OCTOBER 2010.
There areblogs on the Internet.
152,000,000
I’m totally Bogging this!
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SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012.
Blog frequency impacts customer acquisition.
43%
56% 66% 70%
92%
78%
Less ThanMonthly
Monthly Weekly 2-3 Times PerWeek
Daily MultipleTimes a Day
% O
F B
LOG
USE
RS
WH
O A
CQ
UIR
ED A
C
UST
OM
ER T
HR
OU
GH
TH
EIR
BLO
G
100%
50%
0%
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SOURCE: EMARKETER, AUGUST 2010.
The global population of blog readers keeps growing.
2008 2009 2010 2011 2012
% OF DAILY INTERNET USERS WHO READ BLOGS AT LEAST MONTHLY
60%
50%
40%
20%
10%
30%
0%
81%
81% 81% 81%
of marketers rated their blog as USEFUL or BETTER.
CRITICAL
of users. of users. of users.
IMPORTANT USEFUL
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SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012.
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SOURCE: EMARKETER, AUGUST 2010.
There are 31% more bloggers today than there were three years ago.
2008 2009 2010 2011
INTERNET USERS WHO UPDATE A BLOG AT LEAST MONTHLY (MILLIONS)
22.9 24.0 26.2 28.1
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SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010.
Most people read blogsmore than once/day.
LESS THAN ONCE A MONTH
ONCE A MONTH
ONCE A WEEK ONCE A DAY MORE THAN ONCE A DAY
3% 3%18%
32%
46%
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SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010.
Most people read 5-10 blogs.
LESS THAN 5 5 TO 10 10 TO 50 50 TO 100 MORE THAN 100
22%
38%
29%
5% 3%
NUMBER OF BLOGS
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SOURCE: EMARKETER, AUGUST 2010.
Nearly 40% of US companies use blogs for marketing purposes.
2007 2008 2009 2010 2011
16%
25%29%
34%39%
MY COMPANY USES A BLOG FOR MARKETING PURPOSES.”
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Blogging can really move the needle.
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SOURCE: JUPITER RESEARCH, OCTOBER 2008.
Blog articles influence purchases.
7%13%14%
17%19%19%
21%DECIDE ON A PRODUCT/SERVICE
REFINE CHOICES
GET SUPPORT/ANSWERS
DISCOVER PRODUCTS/SERVICES
ASSURE
INSPIRE A PURCHASE
EXECUTE A PURCHASE
BLOG ARTICLES PLAY A ROLE IN THIS ASPECT OF THE PURCHASE PROCESS.
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SOURCE: HUBSPOT, 2010.
Companies that blog have
more website visitors.
2250
1480
DON’T BLOG BLOG
55%81%
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F M
ON
THLY
VIS
ITO
RS
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SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010.
B2C companies that blog generate
more leads per month than those who do not.
15
8
DON’T BLOG BLOG
88%80%
# O
F M
EDIA
N M
ON
THLY
LE
AD
S
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SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
B2B companies that blog generate
more leads per month than those who do not.
15
9
DON’T BLOG BLOG
67%67%
# O
F M
EDIA
N M
ON
THLY
LE
AD
S
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SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010.
Companies with +51 blog articles experience a
lift in median monthly leads.
23
131010
<12 12-23 24-51 >51
77%
77%
# O
F M
EDIA
N M
ON
THLY
LE
AD
S
# OF BLOG ARTICLES
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SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010.
Blogging frequency has a direct & significant impact on lead-gen.
33%49%
72%76%
89%
78%
< Monthly Monthly Weekly 2-3 Times Per Week
Daily MultipleTimes a Day
# O
F M
EDIA
N M
ON
THLY
LE
AD
S
FREQUENCY OF BLOG POSTS
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Bloggers are “morning people.”
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SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010 GENERATION REPORT, 2010.
Morning is the most popular time to read blogs.
79%
64%
51%
40%
Morning Afternoon Evening Night
% O
F B
LOG
RE
AD
ERS
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SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010.
12A
M
9AM
10A
M
12P
M
1PM
2PM
3PM
4PM
5PM
6PM
7PM
8PM
9PM
10P
M
11P
M
11A
M
1AM
2AM
3AM
4AM
5AM
6AM
7AM
8AM
# O
F V
IEW
S
Blog reading peaks around 10AM.
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SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010.
12A
M
9AM
10A
M
12P
M
1PM
2PM
3PM
4PM
5PM
6PM
7PM
8PM
9PM
10P
M
11P
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11A
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1AM
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8AM
# O
F LI
NK
S SH
AR
EDLink-sharing among blog readers peaks around 7am.
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SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010
12A
M
9AM
10A
M
12P
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1PM
2PM
3PM
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5PM
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7PM
8PM
9PM
10P
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11P
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11A
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1AM
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# O
F C
OM
MEN
TSCommenting on blogs peaks around 8am.
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Blog early and often.
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