Blogging isn’t the newest, sleekest or sexiest marketing technique out there. But it still gets massive results. In fact, “Marketers who prioritize blogging are 13x more likely to achieve a positive ROI on their efforts.”
So it remains a go-to for many lawyers who are looking to expand their brand, build trust with their audience and bring in a steady stream of organic traffic. But as you’re probably well aware, blogging is continually evolving with new trends always unfolding.
For this post, I’m going to examine some 2019 blogging stats provided from extensive research by digital marketing expert Brian Dean and BuzzSumo to shed light on the current state of blogging.
“Long-form content gets an average of 77.2 percent more links than short articles.”
There’s a clear correlation between creating longer content and getting more backlinks — one of the main objectives of an SEO campaign. Research found:
- Short blog posts under 1,000 words received an average of about 2.25 backlinks
- 1,000 – 2,000 word posts received about 3 backlinks
- 2,000 – 3,000 word posts received about 3.5 backlinks
- 3,000 – 10,000 words posts received about 4 backlinks
This shows that longform content is still king in 2019 and a trend that should continue for the foreseeable future.
“When it comes to social shares, longer content outperforms short blog posts. However, we found diminishing returns for articles that exceed 2,000 words.”
Research also found that social shares tend to increase with longer content as well. But there’s a caveat.
Once content exceeds 2,000 words, the number of social shares declines. The average number of social shares for 1,000 – 2,000 words posts was about 225. However, it was only 200 for 2,000 – 3,000 word posts.
The bottom line is that 1,000 – 2,000 words is usually the sweet spot for maximizing social shares.
“Headlines that are 14-17 words in length generate 76.7 percent more social shares than short headlines.”
There’s also a clear correlation between headline length and social shares. This study “discovered that ‘very long’ headlines outperform short headlines by 76.7 percent.”
More specifically, those between 1 – 5 words received roughly 120 social shares on average, while those between 14 – 17 words received over 200 on average. This means you’ll generally want to stick with longer headlines, as people are more receptive to clicking and ultimately sharing them.
“‘Why Posts’, “What Posts” and infographics received 25.8 percent more links compared to videos and “How-to” posts.”
A few years ago, “how-to” posts were all the rage and usually saw a good amount of engagement. But their popularity has waned a bit recently, and “why posts” and “what posts” have usurped them.
“List posts get an average of 218 percent more shares than “how-to” posts and 203 percent more shares than infographics.”
Even better than “why posts” and “what posts” are “list posts.” These were found to have the highest number of social shares with more than 250 on average. So this is a good angle to use when creating your legal content.
I’ve said it before and I’ll say it again. One of the most important aspects of legal marketing is staying on top of trends and continually tweaking your campaign accordingly. These 2019 blogging stats are very telling and should point you in the right direction moving forward.