Survey of bloggers points to five key trends

When it comes to driving returns on the content investment, blogging continues to lead the pack, says Content Marketing Institute (CMI) blogger Jodi Harris. For proof, she points to the CMI’s 2017 Benchmarks, Budgets and Trends research showing that 80 per cent of B2B and 75 per cent of B2C marketers include blogging among their current techniques.

More than half of both groups expect blogging to be their most critical tactic for achieving success.

But the nature of blogging is changing, she says. Her evidence here comes from Orbit Media’s latest survey of blogging trends — an annual poll of what’s happening in content length, time spent creating posts, promotion efforts and performance management. Here are some highlights:

Time to create.

The average blog post now takes more than three hours to write. That’s a year-over-year 26 per cent increase. The number of bloggers who spend more than six hours on a post doubled.


Most bloggers get a second set of eyes on their posts. About a quarter of them work with an editor to maintain quality and production standards.


Most bloggers include at least one image in their posts. Fifteen percent include video — and thirty five percent of those who report “strong” results include video.


More than 95 per cent of bloggers promote their posts on social media. The survey found a 60 per cent increase in the number of bloggers promoting content by email, and a three-fold increase in the number using paid promotion.


Although most bloggers don’t check analytics for every post, the number who do has increased by 18 per cent over the last three years. Thirty per cent of those who usually, or always, check results report “strong” results.

What does all this mean to marketers? Harris provides CMI perspective and recommendations on each of these trending areas in her full blog. Find it at Content Marketing Institute.