The State of Blogging in 2018

Imagine for a minute the following hypothetical scenario…

Through a series of mysterious events, one day you wake up to find that you’ve been transported back in time to the year 1993–25 years ago.

In an attempt to make the most of your predicament, you head to your local coffee shop, where you strike up a conversation with the barista on shift.

You learn he’s in journalism school, and you get onto the topics of interesting articles you’ve read recently.

Suddenly, you remember an intriguing and informative blog post you read last week about the writing process, and you tell him, “I know of a great blog post you should read. I’ll send you the link.”

He pauses, clearly confused about what you’ve just said. You may have just as well told him that you know of a great “pog” you should send him. Or, you know, just another foreign and unfamiliar word.

That’s when it hits you–even though this is a mere 25 years in the past, blogging hasn’t been invented as a content medium.

Which is what brings me to my point–blogging is still a relatively new form of content creation, and it’s important to keep up-to-date with the way it’s being used by people and how it impacts various aspects of society.

If you’re a business owner, you should have a particular interest in this aim. Therefore, in this post, we’re highlighting seven facts about the state of blogging, originally featured in Website Builder’s recently created infographic on the subject.

#1: There are currently 115 blog platforms.

Selecting your blog platform can feel a bit overwhelming knowing that there is a wealth of options at your fingertips.

However, there are still the big players–WordPress, LinkedIn, Medium, and Blogger–that dominate the blogging marketplace.

Used by the likes of large corporate companies such as TechCrunch,  TED, CNN, and the National Football League, and officially the biggest content-management system on the web, we recommend WordPress to all of our clients.

#2: 77% of internet users read blogs.

With more people abandoning old media (such as television) for new media (such as smartphones and laptops), we’re seeing more and more people accessing and reading blogs.

Whether they be getting the latest political news, tips for digital marketing, or searching for the latest cat GIFs, blogs are a growing medium for information consumption and entertainment.

#3: 55% of blog readers will read a post for 15 seconds or less.

“Reading a whole blog post? Ain’t nobody got time for that!”

It’s sad but true–the majority of blog readers will read a post for 15 seconds or less.

Hopefully, you aren’t the majority, and have stuck with us through this post to gain all the kernels of value we’re offering you–we promise it will be worth your time.

We recommend you begin to focus more on “attention metrics” versus more traditional metrics such as page views–which may not be valuable to you after all if the viewers aren’t actually reading the whole post.

As a recent Buffer post points out, “You don’t build a successful blog by accumulating a huge number of page views. Rather, you build a successful blog by creating something of value.”

#4: Companies who blog receive 97% more links to their website.

Blogging is essentially value creation–and in the collaborative spirit of the internet, people like to link to other pieces of value.

Having a blog increases the likelihood of other websites, blogs, and social media accounts linking to your website and, therefore, more traffic.

The best part about more traffic? More potential for sales.

#5: 70% of consumers learn about a company via articles rather than through an ad.

Traditional advertising is, for the most part, dead. Savvy consumers don’t want to be marketed to through display ads and billboards.

Delivering free value and content in the form of blog posts can demonstrate that you know what you’re talking about, and allows potential customers to learn more about your offerings in a more organic, conversational manner.

#6: Blog posts with images get 94% more total views.

When was the last time you felt inclined to read a whole blog post that didn’t contain a single image?

Humans are visual creatures, so it’s best to illustrate the topics your blog is covering by including photos and graphic images–just make sure they are royalty free or that you’ve paid for them!

#7: Headlines between 12 and 14 words are liked more often on Facebook.

The debate over how long a headline should be has been contested for years. The best way to discover what works best for your business and audience is via trial and error.

That said, Hubspot recently found that, if increased Facebook likes is a goal for your business, 12-14 words is the sweet spot.

Blogs are and will continue to be a powerful medium for content creation, lead generation, customer acquisition, and overall growth. Make sure you pay attention to the statistics above when creating your blog strategy for the rest of the year!

Looking to boost your SEO and click-throughs to blog posts? Here are five blog title ideas to keep in your arsenal!


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