Convincing your boss that blogging or posting on LinkedIn or Instagram makes sense for the bottom line requires statistics.

We have 28 important facts about corporate blogging to share with you. These show why and how your content marketing efforts help your company.

This is part of a series of posts that deal with rankings and statistics. You also find facts that we gathered with our own drkpi® BlogTracker.

What triggered my writing of this blog entry were two great posts:

Then I found a comment left by Heidi Cohen on the second article that intrigued me further:

The results underscore that blogging remains a key element of a balanced marketing strategy.
Why?
Because done well a blog supports your business with quality thought leadership, search optimization, influencer support, and social media talking points. At the same time, you create content that builds long term business value in terms of an email list and owned media.

comment by Heidi Cohen

So, we went ahead and curated, vetted, and categorised a list of up-to-date facts, numbers and statistics below. Filtering the facts from amidst the noise of opinions is not easy. It is critical to get realiable AND valid data. Only then are we able to trust the empirical findings and can, therefore, make the the right decisions.

Click the links in the box below to jump to a category, or keep reading for our top blogging statistics.

Numbers that make the world go round

We should also look at some population statistics – also known as demographics. Why? Because the size of the market occupied by seniors is starting to grow, and we cannot ignore how they consume knowledge and news. Assuming, of course, that we want to reach them as well as Millennials.

  1. In the US, the 65-and-older population grew by over a third (34.2% or 13,787,044) during the past decade, and by 3.2% (1,688,924) from 2018 to 2019 (US Census Table: seniors make up 17% of the US population).
  2. In Germany, the number of people 65 and up has increased from 12 million in 1991 to 17.9 million in 2018 (German Bureau of Statistics: seniors’ share of the population increased from 15% in 1991 to 22.9% in 2018).

The bottom line is that in many countries – mostly OECD Member States – seniors’ share of the population is increasing. Something marketers should not forget.

Top blogging statistics

Here are the most interesting blogging stats we think you should know more about:

  1. Fortune 500 companies had a public-facing corporate blog in the following numbers (Center for Marketing Research – Umass Dartmouth):
    – 2016: 36%,
    – 2017: 42%,
    – 2018: 53%, and
    – 2019: 54%.
  2. Inc. 500 (the 500 fastest-growing private companies in the US based on the percentage of revenue growth rate) had public facing blogs as follows (Center for Marketing Research – Umass Dartmouth):
    – 2015: 37%,
    – 2016: 42%,
    – 2017: 55%,
    – 2018: 50%, and
    – 2019: 51%.

The bottom line is that a growing number of successful firms of all sizes are using corporate blogs to reach out to their target audiences.

Blogging statistics ROI: Why marketers care
Blogging statistics ROI (return on investment): Why marketers care

Search engine ranking statistics

These stats about Google’s rankings might surprise you.

  1. The average Google first page result contains 1,447 words, and an entry that covers a topic in-depth will significantly outperform content that does not (Backlinko).
  2. The 300-word post is out: the average word count of content that ranks at the top of Google’s search engine results is about 1,692 in the B2C (business-to-consumer) domain (SearchMetrics).
  3. 90.63% of pages get no organic search traffic from Google (Ahrefs), so getting backlinks by, for example, commenting on other relevant blogs is a must.
  4. Only 5.7% of pages will rank in the top 10 search results within a year of publication (Ahrefs), making posting regularly critical.

Backlink statistics

Google says that backlinks are one of their top 3 ranking factors.

  1. 66.31% of pages do not have a single backlink, while 26.29% have links from three websites or less (Ahrens).
  2. 80.1% of corporate blog posts have just one backlink (drkpi® BlogTracker).
  3. Longer articles are more trusted by readers, and they’re more inclined to link to longer content which indirectly provides an inbound link. That again helps improve one’s ranking in organic search results (Backlinko).

The bottom line is that backlinks matter and longer blog entries do not hurt your placement in organic search results.

drkpi® Blogging Statistics - Useful Metrics in a Simple Package.
drkpi® BlogTracker – Useful Metrics in a Simple Package.

Writing Statistics

Much has been written about the ideal length for blog posts. Here are some numbers that will surely be of interest:

  1. The average Google first-page entry (depending on who collected the data) contains 1,447 words (Backlinko) or 1,140-1285 words (SearchMetrics).
  2. A study of 1,000 bloggers shows that the average blog post is now 1,236 words… 56% longer than in 2014 (Orbit Media).
  3. 29% of posts on corporate blogs are over 1,150 words (drkpi® BlogTracker).
  4. These days, the average blog post takes 3 hours and 57 minutes to write… up 65% from 2014. Although some would suggest that if you add depth and check, for instance, where the numbers for this blog entry came from, 4 hours will not suffice!
  5. In 2020, the average sentence length is 21 words… and dropping (drkpi® BlogTracker).

The bottom line is that the time required to put together a decent blog post (depending on the type of blog) seems to have gone up over the years. Is 4 hours enough to get a blog entry like this one in front of you? You be the judge.

Dialogue and Engagement statistics

  1. The following percentages of Fortune 500 blogs allowed comments by readers (Center for Marketing Research – Umass Dartmouth):
    – 2015: 73%,
    – 2016: 61%,
    – 2017: 51%,
    – 2018: 40%, and
    – 2019: 18%.
  2. The average number of reader comments of 20 words or more per blog entry has dropped in the corporate blogosphere (drkpi® BlogTracker):
    – 2019: 0.8, and
    – 2020: 0.76.

The bottom line is that allowing comments is time consuming and some firms have simply dropped the ball on this one, switching from having a dialogue and returning to broadcasting.

Blogging statistics – what the budget committee cares about

How much do Blogging professionals charge for their services? Are you charging higher or lower than the average? Let’s look at a few numbers:

  1. Most monthly retainers for content-creation range in the neighbourhood of EUR 600 to 1500 (drkpi®).
  2. The most popular hourly pricing tier is EUR 70 to 125 (drkpi®).
  3. Single blog entry projects are generally priced in the range of EUR 600 to EUR 800 (drkpi®).
  4. About 60% of blogs use the WordPress Content Management System (W3Techs).
    Well-known brands with a successful WordPress blog include Facebook Newsroom, the engineering firm ABB, Sweden (yes, the country), Mercedes-Benz, and Daimler.
    Others have shuttered their blogs because they discovered that it takes time, effort, and a budget to ensure a dialogue while refraining from just broadcasting (see Swiss).
    Check out some surprising WordPress Statistics from Who is Hosting This – Brenda Barron.
  5. 47% of B2B (business-to-business) buyers read 3-5 blog posts or content pieces prior to speaking with a salesperson (DemandGenReport).

The bottom line is that some companies use Typo3 Software and call it a Blog without empowering users to leave a comment, such as Xing. That seems like a fallback to the 1980s, when a few were broadcasting to many listening. Today people want to engage and have their say. Companies and individuals increasingly publish their content, but getting a few to read / listen is also an increasing challenge.

Sales data – what makes the cash register ring

  1. 56% of marketers think that websites are the best performing channel in digital marketing.
    37% cited raising brand awareness as the top goal of digital marketing, followed by lead generation, which was mentioned by 26% of respondents (Altimeter).
  2. On average, companies with blogs produce 67% more leads per month than those without (DemandMetric).

The bottom line is that what we believe is best is not always so. Plus, how you define a lead and how this is counted can be questioned.

Ältere Leute machen ein Selfie
Older folks taking a selfie and enjoying each other’s company over a great meal.

Final thoughts about blogging statistics

Data accuracy is one of the most important factors ensuring the success of a multi-channel campaign. There are plenty of other interesting KPIs (key performance indicators) floating around on the web that people tout as great. But sometimes even when a company’s core business is data analytics or web statistics, for instance, the content creators come with a Fine Arts background. I guess you must have acquired plenty of statistics know-how on the way… because sometimes I’m not sure I can trust your blog entries about metrics or statistics.

One thing you have to do, regardless of your statistics skills, is dig down and learn more about the method the people use to get the numbers they report. Which is why we tried to select sources that explain how they obtained the data they are providing. Reliability and validity are critical in order to trust the data and make a decision based on those numbers.

We hope this entry about blogging statistics is helpful to you. Do you have any statistics that you came across that we missed? We are also curious to hear what statistics you use to show your blog’s ROI – please share in a comment below, and don’t forget the link!

By the way, check out how many html pages or pdf files your website has, according to Google’s indexing: SITE:DRKPI.COM/ -HTML

This post is also available in: Englisch

2 Kommentare
  1. Website valuation
    Website valuation sagte:

    Hi drkpi®
    Great post.
    I found of particular interest that some of these numbers differ.
    An example is best length of content in top Search Results ranging from 1,000 to nearly 1,400 Words. 2 studies you cite, 2 different results.

    Recently I came across Orbit Media’s Survey that had, for instance, a question like this:

    3. How long is your typical blog post?

    Less than 500 words
    500 – 1000 words
    1000 – 1500 words
    1500 – 2000 words
    2000 – 3000 words
    3000+ words

    Bold (my doing) shows the range is a thousand words. However, the previous categories had ranges of 500 words only. How are these comparable.
    That already skews data and makes it unreliable.

    If those that you cite all have such problems, data are not trustworthy.

    Antworten
    • Urs E. Gattiker #drkpiBlogTracker
      Urs E. Gattiker #drkpiBlogTracker sagte:

      Hi

      Yes important points you make. You are probably talking about the Blogger 2020 survey from “Andy from Orbit Media.” I went and looked, since we are subscriber to his newsletter as well. The study is most likely not using a representative sample. If this is the. case, Andy will surely not use his data to make generalisations. In turn he might just indicate that this is possibly a trend looking at a non-representative sample of US bloggers?

      Here are two sample questions I found in this 2020 Blogger survey from “Andy from Orbit Media.”

      * 6. How many draft headlines do you typically write before choosing one?

      Just one (I nail it on the first try)
      👉 2-3
      👉 4-6
      👉7-10
      👉11-19
      20+
      In the above question each with 👉 marked category has a different number, i.e. each question has ranges from 2, 3, 4 to 9 draft headlines the person could draft before choosing the “best” one.
      However, there is a difference between writing 11 drafts or 19 whilst on the second choice for marking as answer you have 2 or 3 drafts before having found your “best” on.

      If we use these responses, of course our Mean will be very different. It might than come to the result that we inadvertently claim out of 205 respondents, 70 try 11 to 19 headlines before having the best headline. We might just post the mid-point and say … 70 try 15 times before they have to headline that suits their blog entry best. All this convolutes the findings and makes them less valid.

      Another example I found is:

      * 7. How many visual assets (images, charts, graphs, video) do you include in a typical post?

      Just one
      2-3
      4-6
      7-10
      10+

      You cannot compare responses 2,3 and 4 (7-10) with each other because, once again, they each have different ranges from 2 (2-3) to 4 (7-10).

      The above are methodological overisghts in the questionnaire design that raise questions about the validity of the findings using replies from respondents to this online survey.

      Thanks for pointing this out and YES, it is difficult to get reliable and valid data that is representative by using online surveys.
      In other words, the above mentioned study does, for instance, not separate US responses from Canadian ones or those in the UK, Germany, etc.

      We all know, cross-national differences do often help explain why what goes for the US fails to work in Canada, Europe and elsewhere.

      Thanks
      Urs
      #drkpiDashboard

      Antworten

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