Blog! There! Now it’s out. When blogging first appeared on the scene more than 20 years ago, many folks thought it was a passing fancy. Social media seemed a threat to bloggers then. Today, blogging is a huge and integral part of it. It was estimated in 2013 that 128 million Americans were reading blogs and that number has certainly risen.
Blogs, Marketing, and Numbers
From a marketing perspective, 53% of marketers identified blogging as their leading content marketing priority and 66% say they also use it in their social media content. What’s equally impressive is that 65% of marketers revealed that they expected to increase their use of blogs. Nearly 7 million people already publish blogs on blogging websites, while 12 million utilize social media.
B2B bloggers garner 67% more leads using blogs than those who don’t. Marketers who made blogging one of their main efforts said they are 13 times more likely to achieve a positive return on their investment, If this hasn’t convinced you about the impact of blogging, blogs were rated as the 5th most reliable source of correct information and advice for 81% of the American population.
Given the above numbers, it’s not surprising that marketers are publishing more blogs. So, is blogging a savior for increasing sales and traffic?
It could be if that fits with your target market. Blogging is most popular with people 21 to 35 years of age. It’s important to know your market. If it’s a mix of Z generation and boomers, chances are you’ll need to utilize several types of media to reach them.
Generally, after 21–54 blog posts, you can expect an increase in blog traffic by up to 30%. It’s also been reported that companies that blog experience more than 400% indexed pages. Companies that utilize blogging 20 times monthly generate five times more traffic than those who blog just four times a month.
Videos and pictures/images enhance the visitor experience and result in improved engagement and sales. Clearly, having someone on the marketing team who understands the target market and who can successfully connect with this market through blogs and social media is important.
One of the reasons for the popularity of blogs is brevity. Unlike a lengthy article, blogs are succinct and to the point. To further narrow down the market, here are the most popular blogs today: fashion, food, travel, music, lifestyle, fitness, DIY, sports, finance, political, parenting, business, personal, movies, car, news, pet, and gaming in that order.
If your product or industry fits the top ten, you have a large potential market. This isn’t to suggest that if your business is news that you should reject the notion of blogs. The number one leader in attracting blog visitors has been the Huffington Post with 11,000 unique monthly visitors. It all comes back to knowing your target audience and giving them the information they need and want.
Ronn Torossian is the founder and CEO of NYC Public Relations Agency, 5W PR.