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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.

Written by: Vickie Sullivan  |  March 28, 2017

New Trends for Bloggers

New Trends for Bloggers

Blogging has become a standard tool of the trade for thought leadership. It’s time to get serious about it, though, according to this Orbit Media survey of over 1,000 bloggers.

Bottom line: Blogging has grown up. Not only are writers spending more time writing a typical post, but they are also paying more attention to driving traffic to their posts.

Other trends you must pay attention to:

• Blog post length is up; frequency of posts is down. Frequency is moving from daily posts (down over 50%) to monthly (up 38%). Short posts (500 words or fewer) have declined by half in just two years. Conversely, 2,000-word plus posts have doubled every year. Let’s drill down, though: Most of those longer posts involve “list making,” not substance. My take: This trend will flame out fast.

• Video use in posts is flat, but those who use video report great ROI. Suggestion: Try using video for three months. Check your stats every month, then regroup and decide how to proceed.


Listen: How to use video strategically


• More bloggers drive traffic to their posts using email marketing and paid ads (Google, Facebook, etc.). SEO is still widely used, but it isn’t growing. Distribution is taking a front seat to creation. Idea: Have a detailed plan for distribution. Traffic to blogs and websites doesn’t happen by accident anymore.

These findings are typical of when a tactic reaches the saturation point. Now is the time to get strategic about content and driving traffic. Putting out your brilliance and hoping for the best no longer suffices.


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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.