By Caroline Forsey

Full disclosure, I think my team and I are a little embarrassed. Believe it or not, blogging is kind of our main thing here at The HubSpot BLOG — so the fact that it‘s taken over a decade for us to put together our first-ever report on the state of blogging isn’t the best look.

But hey! As that Chinese proverb says, “The best time to plant a tree is 20 years ago. The second best time is right now.” That’s why we surveyed over 500 marketers across various industries and company scales to get a pulse on the current state and future fate of blogging.

We covered all of the big bases, including:

• Do companies still publish blog content?
• Why do companies blog?
• What kind of content are companies publishing?
• Where does blog traffic come from?
• How is AI transforming the practice?
• How are blogs adjusting in the era of E-E-A-T?
• Where is blogging headed?
• So much more!

Check it out! Yeah!

Do companies still publish blog content?

Short answer? Yeah, they do — for good reason.

Our survey indicates that 65% of marketers are employed by companies that maintain blogs, and they generally post pretty diligently. Our research found that:

• 22% of businesses that maintain blogs publish content on a daily basis.
• 37% publish two to three times per week.
• 30% publish weekly.
• 7% publish bi-weekly.
• 5% publish monthly.

Most of those respondents also say blogging is still pretty crucial to their broader marketing strategies. Of our respondents whose companies publish blog content:

• 47% cite it as being very important.
• 46% cite it as being important.
• 5% cite it as being neutral.
• 2% cite it as being less important.

That‘s why blogging remains a pretty significant staple of many marketing orgs’ budgets. According to our research:

• 24% of marketers from blog-producing businesses say they dedicate less than 10% of their marketing budget to blogging.
• 31% say they allocate 11-20% to it.
• 25% say they allocate 21-30% to it.
• 18% say they allocate more than 30% to it.

And those figures make sense when you consider the returns blogging generates for several businesses. Our research found that:

• 50% of marketers from businesses that maintain blogs say they saw a higher ROI from blogging in 2024, relative to 2023.
• 31% said it was roughly the same year over year.
• 15% saw a lower ROI.

So it makes sense that a lot of blog-publishing businesses are leaning into the strategy. According to our study:

• 45% of marketers from blog-maintaining businesses say their companies are going to invest more budget in blogging in 2025, relative to …read more

  Source:: HubSpot Blog

        

  

  Author: Aaron