The State of Blogging [Infographic]
Content rules. Everyone says so. So why is it that brands are spending a wopping 1.1% of their digital spend on blogging and finding influencers (bloggers who are considered to have traffic and some influence with their readers)? In fact, despite that social is supposedly on the increase and that everyone ignores ads, Technorati reports that brands are only spending 10% of their overall digital spend on social. Is that because social is seen as inexpensive?
Not necessarily. Brands report that to publish a blog costs them 7% of their budget and up to 9% of their full-time staff resources. Given that one third say that blogs can influence their decision to purchase, and that 82% of brands blogging daily gained a customer from their blog this year, perhaps brands are starting to believe that investment in blogs is worth it.
However, there is still a ways to go. According to a reports that Hubspot put out, only 18% of marketers are actually focused on developing quality content in 2013.