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Most marketing agencies are now blogging with some measure of frequency, according to recent data from RSW/US.

Just over three-quarters of agencies (76%) have an external-facing company blog, and 58% expect their blogging activity to increase in 2014, the survey of 150 senior level marketers and 170 marketing agency executives found.

Of those agencies that blog, 41% post on average once a month, 37% once per week, and 18% more than once per week.

However, most agencies (52%) are simply "not sure" whether blogging is an effective marketing strategy.

Nearly half of the marketers/prospective clients surveyed (49%) say that they are indeed reading agency blogs, though the frequency varies: 19% read once per month on average, 16% once per week, and 14% more than once a week.

The blogs read most often are those that provide industry-specific insights. Marketers/prospective clients are less interested in broad opinions and posts about what's happening within agencies.

About the research: The report was based on data from a survey conducted in December 2013 of 150 senior level marketers and 170 marketing agency executives.

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ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji


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