There’s a controversy in marketing right now. You see, some people consider content marketing to be over (well, some of those people also consider content marketing to have never been a thing). Others attribute content marketing (mostly through the form of blogging) to major growth in their business. And there are those who consider the Internet to have too many meh blogs.
So I thought it was interesting when ConvertKit announced they’d be releasing a State of Blogging Report this year. Of course, ConvertKit markets itself as an email tool for bloggers, so they do have vested interest. But I’ve found ConvertKit to be a good source of information, and they’re thorough.
This report focuses on blogging as a career, which is not the case for many of you. Most likely you’re interested in blogging as a way to increase sales for your physical products or services. But business blogs can learn a lot from successful professional blogs, so check it out.
What I noticed
The beginning of the report focuses on the who and why of blogging – great stuff to know if you’re a company planning to market to bloggers. But it does show one thing: most bloggers are just like you and me. They struggle to find time to write
You’re not alone if you:
- Plan to publish more often than you actually do
- Use WordPress to host your blog
- Struggle with growing your audience or finding the time to produce your content
- Don’t have the time to focus exclusively on your blog
The most important points of this report for business blogging:
- The biggest sources of traffic for blogs are social media (about 40%) and search traffic (about 35%), so be sure to share new posts often on social media and keep your SEO up to date
- Aim for an email list growth rate of 67% – that’s about the industry median
- Consider using paid ads to draw traffic to your blog
- Republish your blog content to other platforms after publishing it on your own blog
- Pick your niche and stick to it. Many of the blog topics represented cover personal development or entrepreneurship, so your posts on cooking your own pet food will stand out.
- Most professional bloggers (40%) write posts that are at least 500 words, with many of them being over 1,000 words.
Keep in mind
To me, this report says what I’ve known all along: quality, thorough blog posts attract attention. So if you’re going to invest time and effort into a business blog, focus on that.