7 Reasons to Rethink Your Blogging Strategy: New Research

24 Feb


Published Feb  24, 2012


Is your business working with bloggers?

Do you blog?

This article examines new research that shows blogging is here to stay.

Like many social media tools, blogs have seen a steady increase in numbers and influence over the last several years.

Note the growth charted by Invesp. On Dec. 2, 2011, that number was 178,637,835 (according to BlogPulse).

Number of Blogs Grows

blogs according to technorati

14 million blogs were added since July 2011 (as of 12/2/2011).


If people are adding nearly 3 million blogs per month, surely this is a tool worth understanding and maximizing. That is the conclusion Technorati reached in their 2011 State of the Blogosphere Report.

In this report, bloggers fall into one of five categories:

  1. Hobbyist—Someone who blogs for fun and doesn’t report any income from blogging (this represents 60% of the study).
  2. Professional Part-time—These people typically blog to supplement their income and blog about personal musings or technology (approximately 9% of respondents).
  3. Professional Fulltime—These individuals make their living by blogging, but typically work freelance (approximately 9% of respondents).
  4. Corporate—Corporate bloggers blog full-time as part of their job or are contracted to blog full-time for a company (8% of respondents).
  5. Entrepreneur—Entrepreneurs blog for a company or organization they own (13% of respondents).

***Please note that Technorati’s data is heavily skewed by the presence of 60% hobbyist bloggers—people who blog as a way to express themselves or influence their community, but don’t seek to make money. I will focus on results from the 40% of bloggers who have a business objective with their blogging.

#1: Bloggers are young, educated and experienced

Bloggers come from all over the world and span the age range. But with that diversity come some commonalities worth noting. (Go here to see all the statistical comparisons made by Technorati.)

Nearly 60% of bloggers are between the ages of 25 and 44.


Most business bloggers are ages 25-44, but nearly 50% of entrepreneurs are over 45.

Most bloggers are highly educated, with almost 30% having college degrees and an additional 50% who have started or completed a graduate degree.

blogging education

Bloggers are highly educated.

Most bloggers have been blogging for at least 2 years.

blogging experience

A vast majority of bloggers has at least 2 years of blogging experience, with a significant 20% carrying 6 years or more experience.

The average number of blogs managed by each respondent is three, up from two in 2010.

number of blogs

Business bloggers now manage three blogs on average.

40% of bloggers spend more than 3 hours a week working on their blog.

time spent blogging

60% of entrepreneurs spend 1 to 5 hours blogging weekly.

A majority of bloggers updates their blog at least two to three times per week.

frequency of updates

Over 50% of bloggers post at least two to three times per week.

Key Takeaways:

  1. Most business bloggers post at least two to three times per week. If you’re not posting that often, you’re missing out on some great search engine optimization value. Read this article on the importance of this;
  2. A majority of bloggers have been at this for at least 2 years.

So, if you haven’t started, why not start now? See this article by Marcus Sheridan for some reasons to get started.

#2: Bloggers help brands

Technorati found that a surprising one-third of bloggers have work experience in traditional media as journalists and in other capacities. They also found that consumers are increasingly putting their trust in blogs versus traditional media.

This reflects a major shift in marketing for brands of all sizes. Brands must become friendly with bloggers. If 40% of all blogs are business-oriented, that means there are around 72 million business blogs. Many of these represent an opportunity for you to foster mutually beneficial relationships with bloggers.

Not convinced? Check this out: 65% of bloggers follow brands on social media and most bloggers write regularly about the brands they follow.

following brands

A significant majority of bloggers uses social media to follow brands.

frequency brands followed

A vast majority of bloggers blogs regularly about the brands they follow.


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