Every year, we ask 1000+ content marketers 22 questions about content marketing. The result is a long term study that tracks blogging trends and statistics. It shows the changes over time in article length, publishing frequency and marketing challenges.
“How long have you been blogging?” is one of the questions.
When we correlate the answers to that question with the answers to the other questions, we see big differences in how the most experienced bloggers do the job.
Let’s compare the marketers with 15+ years on the job to the marketers who are newer, and have only been blogging for a few years. When you see them side-by-side, you may get ideas for how to align your content strategy with the veteran experts of marketing.
The data is interesting. But the real fun begins when we ask our most experienced friends for their input. Many of our content heroes share their insights below. They also shared links to their first articles. So charming to see the humble beginnings of the true pioneers of content marketing!
First, the data. Let’s put it all in one graphic:
Those are the big differences. We found no differences at all in publishing frequency, use of images or the use of AI. Next, the analysis.
The most experienced marketers are the most productive
There’s a strong correlation between years of experience and writing frequency. The most experienced bloggers write every day. They may consider themselves professional writers and make writing part of a daily routine. Those with less experience are unlikely to be daily writers.
Experienced bloggers also write longer articles. The majority of content marketers with 10+ years of experience write long form guides. They are likely more comfortable writing case studies, ebooks and whitepapers.
The most experienced marketers are the most collaborative
There is a correlation between years of experience and working with a professional editor. It’s ironic that the less experienced a marketer is, the less likely they are to get help from an editor. Probably, these writers would benefit the most from the editorial input.
Experienced bloggers are very likely to collaborate with subject matter experts and influencers. Past the five year mark, most content marketers are including contributor quotes and conducting interviews with influencers. They think like journalists. Don’t publish without quotes from sources.
They also collaborate with editors of other publications. They pitch and publish on other blogs. This may happen naturally as their professional network grows through content marketing. Experienced bloggers have relationships with other content creators. These relationships lead to off-site publishing opportunities.
The most experienced marketers add more elements to their content
Write a lot of content and your content will gradually change. You may start including different types of elements. Your typical articles may be more likely to include video, contributor quotes and statistics. That’s exactly what the research shows.
The most experienced bloggers are also much more likely to conduct research studies. Probably, they’ve discovered that making a website the primary source for new statistics is a great way to differentiate a content program. The majority of 15+ year marketers are conducting original research.
The most experienced marketers are getting better results
One last chart. Let’s look at the correlation between years of experience and the self reporting of “strong results.”
Less experienced marketers are more likely to struggle. But after the 5-year mark, marketers are twice as likely to report strong performance. In content marketing, experience matters. Perhaps because it’s a category where benefits are cumulative. It’s the flywheel effect. All channels – search, social and email – get more effective over time.
Surprisingly, the most experienced marketers are also the most likely to report that things are getting more challenging. Maybe they just remember the old days when algorithms were more generous and competition wasn’t quite as fierce.
Let’s check in with the most experienced marketers in digital…
We reached out to some of the most experienced content marketers for their input. These are the OGs. They’ve been around since the early days of the web. We’ll ask them how their content has changed.
And for fun, we’ll take a look at some of their very first articles. They’re charming!
Ann Handley
Years of experience: 27+
When I was 8 years old I wrote in my diary that I wanted to be a “writter.” I launched a neighborhood newsletter that I delivered on my bike.
Eventually, I grew up. Wrote for The Boston Globe. The internet happened. And I launched ClickZ.com in 1997 where I became the world’s first Chief Content Officer.
I just did a quick calculation using a simple formula that looks like this: iħ ∂Ψ/∂t = -ħ²/2m ∇²Ψ + VΨ …..and found that the answer to “How many years have you been writing” is “holy wow umpteen.”
First post: What’s it take to sell online? (October, 1999)
ClickZ has been sold several more times since I sold it in 2000. The focus has shifted. It looks like I’ve been scrubbed from their site (the bitchez).
Anyway, courtesy of the Wayback Machine:
Shoutout to how truly pixelated the Baby World Wide Web was!!!
What are you doing differently these days, Ann?
Everything.
Philosophically:
Don’t overthink.
Don’t come at it from a point of apology. A lot of my early stuff I seemed to be trying to earn a place at the table. Like girl… you BUILT that table! (It’s painful to read now, tbh.)
Have an opinion. My journalism background to NOT have an opinion got in the way for me here, in the early days.
Loosen up. Have fun.
Write to your people. Ignore the rest. They are not worthy.
Mechanics:
White space is oxygen.
Short paragraphs. Even one sentence long is fine.
Make yourself laugh at least 1x in every piece.
Write for yourself. Then edit for the reader. Never write and publish the same day.
One visual every scroll depth. (Andy C taught me this!)
Create a clear copy hierarchy. Subheads, bullets are your friends. Show your readers eyes where to go.
Don’t make 2,000 words feel like 2,000 words.
The more scannable your writing is… The more people will read it. (Great life irony #74.)
Hire an outside editor.
John Jantsch
Years of experience: 40
I started writing articles for local publications in 1984, moved to online article directories in 1998, started an ezine in 1999, hosted a local radio show for a few years in early 2000, started blogging in 2003 and podcasting in 2005
First post: Want more business? Just ask for it (August, 2003)
What do you do differently now, John?
Everything, I suppose – I did all of it myself in the early days and was obsessed more with engagement. My topics were much more organic – meaning maybe I decided what to write about on a morning run. I also wrote a blog post every day, including Sundays, for the first 10 years.
Today, I have a team that handles production, and we are far more topically disciplined. The team gives me pillar topics for the quarter, and I usually crank out 10-12 videos of my thoughts on the topics. The team does a lot with AI to repurpose those thoughts.
Initially, the content was about my personal brand; today, it’s about driving business outcomes and brand strategy.
Joe Pulizzi
Years of experience: 24
First post: Why content marketing? (April 2007)
My first articles on the topic are all in print. But that’s my first web post on the topic.
What are you doing differently these days, Joe?
I never wish I’d do anything different in the future. I’ve gotten here through my mistakes, and I’m better for them. That said, I focus on doing way less and putting more into what I do. I’ve stopped all social media except for LinkedIn. I focus on my newsletter every two weeks and my two podcasts. That’s it. So…for me…less is more. Way more.
Gini Dietrich
Years of experience: 18
I have been writing for a loooooong time. I was a creative writing minor in college so I’ve been writing since then. But I’ve been producing content for my business and our clients for 18 years.
First post: Welcome to FADS – The Fight Against Destructive Spin (September, 2006)
Oh man. You’re going to make this a thing, eh. That’s the very first blog post we ever published. It’s so awful! Go ahead and make fun. I can take it!
What are you doing differently these days, Gini?
There are so many things I’m doing differently now!
For starters, we categorize content, optimize it, use anchor text and links, have an editor…so many things we didn’t do at the start. But more than that, I’ve become a more confident writer, which seems to be the overall trend among those who have been writing for 15+ years. Confidence = being comfortable sharing your opinion.
Another thing I do is use my content as a sandbox, so to speak. Because AI is so prevalent in our jobs today, I spend a lot of time creating content about how to use it. And, because it’s changing so fast, what I learned two months ago is vastly different than it is today. So my content becomes the vehicle to explore.
Mark Schaefer
Years of experience: 16
First post: Who is the company voice on social media? (April, 2009)
My first blog post was about the company “voice” on social media. It is by all measures crude. My mindset about blogging was much different then. It was an irregular experiment. I was pontificating instead of sharing and teaching. I didn’t add the personality of my own voice and experience. It was cold and corporate.
What are you doing differently these days, Mark?
The biggest change is having the courage to add my personality, stories, and opinions. Getting to that place changed everything. Instead of finding my “target audience,” once I started to show up in a human way, my ideal audience found me … and they are all over the world.
I definitely take more stands and offer more opinions now. Part of that is confidence, part of that is necessity. If you don’t create something debatable and interesting, how will you stand out? By the way, this is the biggest issue in blogging today — it’s so boring. Most people just copy each other or hide behind the safety of “tips and tricks.”
One last point — I am fiercely against gated content (how’s that for an opinion?). When you ask for an email address before someone can access your content, 95% of them will turn away. They don’t want to be spammed (which is what you’re planning, right?). So unleash your content. Take down every barrier that keeps your ideas from entering the world and building an audience.
Jay Baer
Years of experience: 16+
I started my content journey as a business columnist for a regional magazine, but I guess my first foray into blogging would be my first “official” content marketing, and that was summer of 2008.
First post: 5 Rules for Safely Using the Awesome Power of Email Marketing (July, 2008)
I can’t promise that’s the first one, but it’s the oldest one I can find!
What are you doing differently these days, Jay?
I don’t blog routinely these days, but focus more on multi-media, including podcasting and short-form video (for tequila education). One thing I’ve learned is that it’s a lot harder to create compelling content in 59 seconds than it is to create compelling content in 1,500 words.
One of the great lessons of modern content marketing is that audiences won’t spend the time if it’s not worth their time. As French philosopher Blaise Pascal famously wrote hundreds of years ago: I would have written a shorter letter, but I did not have the time.
Pam Moore
Years of experience: 15+
15 years of experience as entrepreneur and business owner. And 15 years before that in Corporate Brand, Product Marketing leadership roles.
First post: Go Big or Go Home (September 2009)
What are you doing differently these days, Pam?
What do I wish I knew then: I would tell myself to believe in myself even more and to trust my gut always. It never served me wrong. When things got tough as an entrepreneur, the one thing I would always keep consistent is creating content and serving others. You can never go wrong by investing in communities and the humans within them.
The times I truly went for it were my most successful chapters. I believe that as our reach and impact grows it’s easy to get imposter syndrome. It’s easy to hold back or to hide in plain sight.
The truth is it’s during the toughest times that showing up more consistently to serve and heal others, heals your soul in the process. I created some of my most impactful and viral pieces that “got me on the digital map” during my early startup or darkest times. Show up consistently no matter what and you will win.
Tommy Walker
Years of experience: 15
First post: How to Use Inception Marketing on Your Blog (October, 2010)
What are you doing differently these days, Tommy?
Aside from becoming a much better writer, one of the things I’ve always done, and try to now, especially in my newsletter, is connect storytelling techniques from filmmaking and acting along into the things I produce.
For example: Robert Mckee’s three layers of conflict:
Extra-personal conflict: Think forces of nature, roles in society, outside conditions.
Personal conflict: Relationships with people like bosses, lovers, or friends.
Inner conflict: Conflict within your mind, body, or emotions.
Can you think of a time in your life when you were dealing with a down economy, a terrible boss, and your own crippling self doubt?
For most people, a story comes to life almost immediately.
I do this now because it brings depth, connection, and most importantly meaning to the work, and to me, elevates it beyond conveying information to communicating ideas.
That’s one of the things I teach and practice regularly because while it’s always been important, now more than ever, it is essential to our survival in this space.
I’ll add myself to the mix…
Andy Crestodina
Years of experience: 17
First post: Learn this phrase: Conversion Rate (August, 2007)
What we are doing differently these days…
A quick summary of our approach now compared to the early days…
More long form articles
More images in each article
More video (see it all here)
More contributor quotes (every article features an expert)
More original research (3-4 new studies per year)
More updating of old posts (about half of our “new” articles are on old URLs)
Originally the blog/newsletter idea was just a way to keep in touch with people during that four year period between website redesigns. I didn’t yet know all the things that content marketing can do to build a brand.
Now I know how the blog can power the top of the funnel awareness, search rankings for key pages, networking, social media, PR, sales closing rates and now, to train the AI so it mentions our brand.