Blogging is the most pervasive and arguably most important form of mass communication in the world today. Consider these stats: In 2014, 555.7 million blog posts were created on WordPress alone, and as of August 1, 2015 Tumblr hosts 248 million blogs. Yet despite the overwhelming numbers, there hasn’t been an independent study to uncover the lifetime value of a blog post—until now.
A new study commissioned by IZEA and carried out by The Halverson Group, called the The Lifetime Value of a Blog Post, has discovered the lifespan of a post is nearly 24 times the currently accepted measurement of about 30 days—revealing that measurement practices are imprecise, and are significantly under-valuing the performance of a blog post.
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From Ted Murphy, IZEA Founder & CEO
“Long-form content, such as blog posts created by influencers, are one of marketers most effective and cost-efficient tools today. This study has pulled back the layers so that both content creators and marketers alike can realize the full value of this content and contrast it against the other mediums in which they invest,” said Ted Murphy, CEO of IZEA, in a news release. “With life-span nearing two years, blog content and content marketing programs that leverage blogs have an evergreen value affect—especially when compared to volume-based media, such as display or search advertising, which stop delivering value as soon as the campaign investment ends.”
