The Top 3 Reasons Consumers Read Blogs & How to Attract Them in 2024 [New Data]

Together with running a blog as part of your advertising technique may deliver you extra clients. In keeping with our State of Advertising report, blogs are among the many prime three advertising channels that ship the very best ROI.

However figuring out that running a blog can increase your credibility, web optimization, leads, and income is just not sufficient. Uncovering why folks learn blogs is the way you make your weblog efficient and reap the advantages.

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To find out why folks learn blogs, we surveyed 298 folks from throughout the US.

This is what we all know.

Running a blog is alive and nicely.

I’d be extraordinarily rich if I had a greenback for each time I learn, watch, or hear that “running a blog is lifeless.”

This isn’t true.

In a latest ballot, we requested 325 folks to share how usually they learn blogs, and 29% mentioned they learn 1 to 4 instances monthly.

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Earlier than you get wrapped up on this constructive information, keep in mind that what labored a number of years in the past gained’t work at this time.

Whereas running a blog continues to be extremely precious, the way you method it issues greater than ever. You may must work more durable to steer folks to learn your content material than you might have up to now.

In our survey, which requested individuals to pick why they eat weblog content material, choices included:

  • To study one thing unrelated to my profession.
  • To be entertained or cross the time.
  • To unravel issues associated to my profession or business.
  • To study information and developments in my job business.

With the variety of leads enterprise blogs generate, you would possibly assume many individuals learn blogs to study issues associated to their business.

Nevertheless it would possibly shock you that solely 29% % of shoppers learn blogs to study one thing associated to their business.

In keeping with our survey outcomes, extra persons are pushed to learn blogs that educate them do one thing new.

Whereas 62.2% chosen this reasoning, 51.1% mentioned they learn blogs to be entertained, and 42% learn blogs to study information or developments of their job business.

Additionally, 10% mentioned they learn blogs to satisfy a studying obligation.

These outcomes indicate it is advisable to create informative and entertaining content material to win weblog readers. Content material created solely to promote your supply gained’t reduce it.

On this weblog publish, I‘ll stroll you thru the highest three causes shoppers learn blogs. I’ll additionally present you create a weblog with content material that fulfills your reader’s wants whereas nonetheless subtly spreading model consciousness.

3 Causes Folks Learn Blogs

1. Folks learn blogs to study one thing new.

By far, the commonest purpose folks learn weblog posts is to study one thing new. This end result does not shock me in any respect. Our survey reveals folks love posts about guides, step-by-step processes, tutorial movies, or quick details.

Such posts also can achieve a considerable amount of search site visitors as a result of folks search Google for directions about do issues every day.

Even when posts aren‘t informing folks of do one thing on a granular degree, blogs that debate complicated research, developments, or matters persons are much less accustomed to can pique an individual’s curiosity.

Psychology analysis reveals people crave precious data, very similar to they want meals or wealth. Harness this want by creating content material that arouses curiosity about your model, service, or merchandise.

For instance, on our advertising weblog, we’d present our readers use a brand new social media community, like Instagram’s Threads.

By doing this, entrepreneurs or social media customers who need to learn the way Threads work may discover our content material in search or on social media and browse it.

On a broader scope, our weblog would possibly create a number of items of content material that debate a development from a number of angles. For instance, when TikTok emerged, we wrote a number of weblog posts to reply frequent marketer questions like:

In addition to serving to our readers, trend-related blogs allow us to spotlight our analysis and data as entrepreneurs. This might additionally present prospects that HubSpot is a reputable firm that sells high quality merchandise throughout the advertising business.

2. Folks learn blogs to be entertained.

Whereas folks need data, additionally they wish to be entertained. Every day, folks would possibly learn blogs that inform attention-grabbing tales, make them snort, or intrigue them in another manner. That is the place multimedia content material shines.

As our survey notes, 32% of respondents say video, imagery, or different multimedia are a number of the most attention-grabbing components that make them learn weblog content material.

As a marketer, you would possibly ask, “How can I entertain my readers whereas nonetheless holding my weblog skilled?” There are a selection of the way to do that.

One is to create enjoyable infographics about viral developments in your business. Whereas your readers won’t make investments on this development, the imagery and knowledge would possibly entertain them.

As an example, in considered one of our posts, we highlighted humorous memes entrepreneurs used of their campaigns.

This instance beneath is entertaining as a result of it reveals the messiness of working a brand new enterprise. It’s additionally on-brand as a result of it reveals an precise image of the enterprise proprietor.

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Alternatively, you may additionally create a enjoyable, however informative, video or podcast to go together with your weblog publish.

This content material will mean you can deeply talk about a viral advertising development, or interview an business knowledgeable. Whereas this won’t entertain folks outdoors your business, it will probably make your weblog extra attention-grabbing.

Enjoyable reality: 27.9% of our survey respondents say recommendation or insights from specialists and/or thought leaders of their area is one ingredient that may make them learn weblog content material.

3. Folks learn blogs to study developments associated to their job business.

Succeeding in an business with out figuring out the way it works is troublesome. That’s why social media entrepreneurs want the newest social media advertising developments. Identical goes for content material entrepreneurs, salespeople, customer support specialists, and extra.

These developments may intrigue your weblog readers, and you may gain advantage by together with a suggestion. As an example, our gross sales developments publish has a hyperlink to our detailed 2023 gross sales development report.

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After studying this report, a salesman who desires to go deeper may resolve to obtain our report. That’s a win as a result of we are able to now construct a relationship with this subscriber by sending extra precious content material.

Developments additionally embrace new merchandise or platforms. For instance, our business lately began buzzing in regards to the social media platform Threads. As we watched Threads develop, we knew we needed to create content material that’d assist customers navigate this new app.

See the primary publish we created about Threads:

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In addition to explaining what Thread is and why the app was going viral, we additionally created extra posts about this new platform.

By responding to developments and news-like Threads, we place our weblog because the go-to place for the newest business insights about advertising, gross sales, customer support, and basic suggestions.

Doing the identical will show you how to win weblog readers and generate gross sales down the road.

Now that you already know why folks learn blogs, it’s truthful to study why a weblog publish won’t curiosity a reader.

3 Causes Shoppers Cease Studying a Weblog Publish

Tackling these causes will show you how to perceive appeal to readers to your weblog. Throughout our survey, we requested respondents to share the highest three causes they’d cease studying a weblog publish.

Right here’s what they mentioned.

1. The weblog publish is poorly written or onerous to comply with editorially.

33.2% of our respondents chosen this feature. That’s one in three readers. To keep away from this case, it is advisable to be cautious of the weather of a poorly written publish.

This consists of:

  • Imprecise introductions. In case your weblog publish introduction doesn’t sound like an awesome pickup line, ditch it. Such intros are probably imprecise, and so they’d trigger your reader to maneuver alongside.
  • No readability. These posts usually include jargon that the meant viewers can’t perceive. In addition they lack clear language and sometimes embrace grammatical errors and typos.
  • Weak content material concepts. If the thought for an article is surface-level, the article won’t go deep in substance. So earlier than placing pen to paper, weigh the standard of your content material concept.
  • Off-topic rambling. Going off-topic is a no-no. By no means deviate. Introducing irrelevant data will solely confuse readers and make your content material troublesome to comply with.

2. The weblog publish takes too lengthy to satisfy the promise given in its title or description.

33.2% of our respondents say blogs fail at this process. The straightforward resolution: get to the purpose quick.

At HubSpot, we often require our workforce to stay with two- to three-paragraph introductions, particularly when the subject is clear to the reader.

This ensures we don’t waste our readers’ time and helps us get to the meat of our weblog posts shortly.

3. The weblog publish is simply too lengthy or text-heavy.

31.5% of our respondents stop studying weblog posts because of this. To repair this, you’ll be able to embrace bullet factors, infographics, movies, memes, and pictures in your long-form posts. This breaks the wall of textual content and improves content material readability.

As a basic rule, you’ll be able to embrace these content material components for each 300 phrases of textual content you write.

Creating Content material That Fulfills Reader Wants in 2023

Your viewers has a number of motivations for studying your weblog publish. Some need leisure, others need to study, and others need business or career-specific data.

To win all of them, it is advisable to create a mix of most of these content material. Creating this content material additionally makes it straightforward to plug in your product if it is associated to what you’re discussing.

For instance, after we’re discussing a method that HubSpot can assist with, we’d subtly hyperlink readers to a device or useful resource we provide that may assist them.

This is an instance of a HubSpot point out in a publish about form-building instruments:

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We additionally like to incorporate free provides associated to our content material on the finish of every weblog publish. After we do that, a reader can study extra in regards to the matter they’ve learn.

And, after they fill out a easy type requesting the free useful resource, they’ll select whether or not they’d wish to be contacted about considered one of our merchandise.

This permits the reader to really feel like they’re receiving precious data with out being pressured to study our merchandise.

Readers even have an urge for food for interactive content material. This makes your posts enjoyable to learn and simpler to understand. For instance, you may contemplate embedding a trivia or persona quiz associated to your business, as we did on this weblog publish:

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After answering every query, readers get the solutions in real-time, and this could additional help the training course of.

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Constructing an Efficient 2023 Weblog Technique

Whereas it is nice to run with one profitable content material kind, the blogs with probably the most credibility usually have a mixture of content material that entertains or informs readers, makes them conscious of manufacturers or merchandise, or teaches them one thing new.

And with shoppers in our ballot saying they learn blogs for a number of causes, there is a good likelihood {that a} combine will intrigue and fulfill the studying wants of your viewers segments.

Editor’s Be aware: This weblog publish was initially revealed in Might 2020 however was lately up to date for comprehensiveness and freshness.

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