Content production statistics

How long does a blog post really take, and does publishing more actually pay off? These figures show where the real gain in content production lies: quality and updating, not blind volume.

Last updated: June 14, 2026 · 8 verified statistics

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3u 25m Average time (hours and minutes) to write one blog post The average time per post has risen over the years. Good content takes time, which is exactly why volume alone isn't a strategy. Source: Orbit Media Annual Blogging Survey (2025)

1.333 Average number of words in a blog post Longer, in-depth posts perform better, yet only 9% of bloggers structurally write 2,000+ words. Source: Orbit Media Annual Blogging Survey (2025)

2,5x Bloggers who update existing posts report strong results up to 2.5x more often Depth and updating beat volume for volume's sake. One thorough, refreshed post often outperforms five shallow ones. Source: Orbit Media Annual Blogging Survey (2025)

71% Of bloggers actively update existing posts Updating existing content has become a standard strategy. Those who update report strong results more often than those who only publish new content. Source: Orbit Media Annual Blogging Survey (2025)

95% Of bloggers now use AI at least occasionally in content production AI mainly speeds up ideas, outlines and headlines. A clear link to structurally better results doesn't yet exist. Source: Orbit Media Annual Blogging Survey (2025)

28% Of B2B marketers name producing enough quality content a challenge Capacity remains the bottleneck. Not the ideas, but the hours and people to do it consistently. Source: Content Marketing Institute (B2B Insights 2026) (2026)

54% Of B2B companies run their content function with a team of only 2 to 5 people Most B2B companies run content with a small team. Planning realistic output matters more than chasing ambitious volumes. Source: Content Marketing Institute (B2B Insights 2026) (2026)

35% Of B2B marketers say they have a scalable model for content production Two in three produce content without a fixed process. That's where the biggest gain lies: structure over one-off actions. Source: Content Marketing Institute (B2B Insights 2026) (2026)

What do these figures mean for Belgian B2B companies?

The common thread in the production figures is reassuring: you don’t need to publish more to perform better. Good content takes time, and the companies that get the most out of it focus on quality and on updating what already works, not on an ever-fuller publishing calendar.

For B2B with small teams, that’s important news. More than half of B2B content teams count two to five people, and producing enough content remains a frequently cited challenge. The solution isn’t higher volume, but a realistic content plan with depth and a fixed rhythm of updating.

One thorough post that attracts customers and gets refreshed annually delivers more than ten one-off pieces nobody finds. If you want to tackle this structurally, a thoughtful approach to content marketing helps you steer toward customers and revenue instead of output.

Frequently asked questions

How much content should a B2B company produce? +

There's no magic number. The figures show that depth and consistency pay off more than blind volume. Two thorough, well-updated posts a month that attract customers beat eight shallow ones nobody finds.

Is it better to update old posts or write new ones? +

Both, but updating is often underrated. Bloggers who update existing posts report strong results more often. Refreshing a post that already ranks is usually faster and more profitable than starting from zero every time.

Does AI make content production faster and better? +

AI mainly speeds up the groundwork: ideas, outlines and headlines. A clear link to better results doesn't yet exist. AI helps you produce faster, but editing, expertise and an honest angle remain human work.

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Source: Customer Impact, Content production statistics, https://www.customerimpact.be/en/marketing-statistics/content-production/

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