US Bloggers Rely on Social Media Marketing to Drive Post Traffic - eMarketer

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US Bloggers Rely on Social Media Marketing to Drive Post Traffic

Only 8.7% use paid services

October 28, 2015

US bloggers are frequently publishing blog posts, and many lean on social media marketing to drive traffic to their content.

Frequency with Which US Bloggers Publish Blog Posts, Aug 2015 (% of respondents)

More than half of US bloggers publish blog posts at least weekly, according to an August 2015 Orbit Media Studios survey. Additionally, 24.8% publish posts two to six times per week.

The largest share (72.4%) of US bloggers included an image in their blog posts. Moreover, 48% used more than one image, indicating that imagery does play an important role in blog posts. Roughly only 12% included a video in their post, and even fewer used audio. While technology such as embedded video and audio is available, US bloggers prefer more simplistic content.

Ways in Which US Bloggers Promote Their Blog Posts, Aug 2015 (% of respondents)

When it comes to driving traffic to their posts, 93.2% of US bloggers rely on social media marketing. Over half of respondents (56.6%) use search engine optimization (SEO) and almost 42.6% use email marketing. Only 8.7% use paid services, such as native advertising or a pay-per-click (PPC) ad channel.

Overall, US bloggers want to keep things simple, whether that’s by using content like images to amplify a post or by harnessing social media marketing to drive readership.

eMarketer estimates that this year, 28.3 million people in the US will update a blog at least monthly. Reading blogs is significantly more popular: 79.2 million people do so this year.

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