Content Marketing: The Percussion 2012 Blog Survey Results


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Percussion Software recently conducted a survey to determine how companies were using their corporate blogging, or if they were at all. Nearly 80% of the 800+ companies surveyed were not! Not having a blog makes content marketing online very challenging.

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Content Marketing: The Percussion 2012 Blog Survey Results

  1. 1. Survey: The Paradox of Blogging Despite Blogs Being the Centerpiece of a Content Marketing Strategy, Companies Aren’t Blogging© 2011 Percussion Software, Inc.
  2. 2. Survey to Determine the State of Blogging  Blogs are considered a cornerstone of Content Marketing Strategy  Numerous sources report that a large majority of companies are investing in Content Marketing  And yet, blogs are either “on the wane,” no longer the “shiny new toy,” or simply not utilized. Read the Survey Blog Post:© 2011 Percussion Software, Inc.
  3. 3. The Research  Surveyed 806 mid-market technology companies – Between $20M and $100M in Revenue – Classified as “High Tech” by Hoovers  Researched company sites – Blogging: Yes/No – New Blog post in the last 30 days: Yes/No – Platform for blog  Researched conducted in February 2012© 2011 Percussion Software, Inc.
  4. 4. Results: Companies are not Blogging Figure 1. Are Companies Blogging? (n=806) 20.5% 79.5% Yes No Figure 2. Dormant Blogs: Updates in Last 30 Days? (n=162) Nearly 80% of those surveyed are not currently blogging Yes 73.9% 24.2% No 24.2 % of companies with blogs had not updated them in the last 30 days© 2011 Percussion Software, Inc.
  5. 5. Results: Wordpress is Dominate Platform Figure 3. Blog Platform Wordpress 54% HTML PHP 27% Blogger 5% Hubspot 3% Joomla 3% DotNetNuke 2% Movable… 1% Sitefinity 1% Drupal 7 1% Other 3% Wordpress dominates as blogging tool of choice, web content management platforms are not visible as blogging platforms© 2011 Percussion Software, Inc.
  6. 6. Results: Company Size Impacts Blog Likelihood Figure 4. Blogging by Revenue Segment $50-100M 25.3% $30-49M 19.4% $20-25M 15.6% Smaller companies are less likely to Blog© 2011 Percussion Software, Inc.
  7. 7. Results: Software Companies More Likely to Blog Figure 5. Software Companies (n=152) Yes 42.8% No 57.2 Figure 6. Software Companies Under $20M (n=49) Software companies are more likely to blog than the Technology sector overall… Yes 55.1 44.9 No …And Smaller Software companies are blogging even more© 2011 Percussion Software, Inc.
  8. 8. Key Takeaways  Despite Blogs being a key foundation of Content Marketing, 80% of our sample are not taking advantage  Represents a massive missed opportunity: – Not using content to drive web traffic – Not delivering a compelling point of view to engage with current and prospective customers – Not fully expanding digital footprint into social channels  Start Blogging Today Download the Full Survey Results Whitepaper at:© 2011 Percussion Software, Inc.
  9. 9. Connect with Us!© 2011 Percussion Software, Inc.