Bloggers are sitting on a vast untapped readership that is ripe for engagement, according to new research by content distribution platform, ContentClick.

Audience numbers of blogs compare to some of the internet’s more popular publishers. The top 5% of UK blogs clock between 30,000 and 50,000 page views a month, whereas 42% receive between 10,000 and 30,000 page views.

For this reason, co-founder and managing director of ContentClick, Alex Attinger, believes brands are shooting themselves in the foot by overlooking engagement potential in bloggers.

“Each month tens of millions of pages are accessed by passionate readers, yet many advertisers ignore the blogosphere completely, preferring to use established media that is cluttered with competitor advertising,” Attinger said. “It is a missed opportunity.”

Blame game

Bloggers are not entirely blameless, though. ContentClick’s research shows how they are not making the most of the various money-making options available to them.

Over half of bloggers reported earning no income from their blogs despite 95% showing an interest in doing so and a mere 26% have installed Google AdSense to earn revenue from any traffic they generate.

Advertisers interested in more stats on bloggers and the marketing opportunity they provide should take a look at the infographic below.