How Might a Business Use a Blog? Let’s Talk About Growth!

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Looking for a marketing strategy that’s budget-friendly, effective, and offers long-lasting results? Then blogging could be just the ticket. This strategy usually falls behind social media marketing and PPC campaigns on the marketer’s list of priorities, but when done correctly, blogging can have a profoundly positive impact, helping to draw in more potential customers, build authority, and drive sales.

In this post, we’ll run through everything that businesses need to know about blogging, including the benefits, the different types, and some tried-and-tested strategies to ensure that your venture into the blogging world is successful. 

Why Do Companies Need a Blog?

All businesses could benefit from having a blog on their website, but if you rely on the internet in any way to attract new customers? Then a blog is essential. Blogging allows you to attract new visitors to your website, build trust, and potentially turn those visitors into customers. 

Let’s take a look at each of those in more detail. 

They Let You Build Trust

Today’s consumers have an ocean of choices at their disposal when they’re searching for a product or service, and that’s true even if you operate in a relatively obscure niche. 

Hosting blogs on your website is an easy, effective way to immediately demonstrate your worth to your first-time visitors. You can use blogs to share valuable information, showcase your experience and expertise, and form a connection with the reader. All of those things help the visitor to have a positive beginning at your website, which increases the chances that they’ll turn into a paying customer. 

Your Competitors Have One

Looking to become — or remain — competitive in the hypercompetitive online arena? Then you need a blog. 

The reason? Your competitors almost certainly have one. Having a business blog is the equivalent of throwing your hat in the ring, and the beauty of blogging is that it’s pretty democratic. If your blogs are good enough, then you will catch up with the competitors who have had a head start.

Ultimately, you can’t guarantee that your website visitors will pick your business over one of your rivals, but hosting a blog at least gives you a fighting chance.

And if your competitors don’t have a blog? Then boy oh boy, are you lucky. A blog will allow you to sweep up all of the advantages of having a blog, particularly the SEO benefits, all by yourself. 

They Get Results

It can take a bit of time and effort to get a business blog underway, but it’s worth it — and that’s not us that’s saying that, but hard, cold data.

So, what does the data say?

• More than 75% of bloggers say that blogging gets results. 
• 71% of small businesses that blog are happy with the SEO results.
• 84% of business websites have a blog.

Business blogging doesn’t offer overnight results, but it’s a tried-and-tested long-term strategy for attracting and converting customers — in an age when competition is more fierce than ever, it’s simply a no-brainer.

Advantages of Business Blogging

Building a library of valuable blogs takes time, but there’s a reason why so many businesses view blogging as a foundational part of their marketing strategy.

They offer myriad benefits that work together to drive results. 

Blogs Drive Traffic 

Search engines love showing their users well-written, informative blogs. And of course, appearing high on the SERPs (search engine results pages) is excellent for increasing traffic to your website.

And actually, blogs do more than drive traffic to your website. 

They drive good traffic to your website. What makes for “good” traffic, we hear you ask? It’s simple — web users who are more likely to be interested in your products/services.

It’s fine if a random internet user stumbles upon your blog, but the real value comes from having the people who are most likely to become paying customers visit and read your blog. 

Let’s look at a potential customer’s journey. In this example, we’ll imagine that you’re a specialist online coffee store, and the customer is a coffee aficionado.

• You host a blog titled ‘The Best Coffees for Moka Pot in 2025’
• The user searches for ‘Best Coffee for Moka Pot’
• They find and visit your blog.
• They like what they read.
• They buy coffee from you.

Is it that simple? Pretty much!

It Can Demonstrate Your Expertise

You and your employees may know how brilliant your products/services are, but the general public won’t, especially if you’re a young business that doesn’t yet have many reviews.

Blogs offer an easily accessible, entertaining way for you to demonstrate your expertise — or in other words, to demonstrate that you’re to be trusted and that a potential customer should buy from your brand and not from one of your competitors.

Let’s think of an example using the specialist coffee store we mentioned above. They may demonstrate their expertise by hosting blogs on the following topics:

• How to Make the Perfect Coffee in a Moka Pot
• The Difference Between Cold Brew and Iced Coffee
• 5 Coffee Varieties With Low Caffeine Content

You’ve already got a mountain of valuable content at the company. Blogs simply offer an ideal medium for taking that information out of your and your employee’s heads and sharing it with your target audience. 

Blogs Can Easily Be Repurposed

Writing a quality blog post can be surprisingly quick, only requiring around one working day or so, yet they have a remarkably long shelf life. With a few updates, a well-written blog can still attract visitors well into the future. The blog’s content can also be repurposed for email newsletters and social media posts. That’s a lot of value that your business can extract from a blog produced in a matter of hours. 

How Might a Business Use a Blog?

OK, now that we’ve demonstrated the many benefits of business blogging, let’s think of some of the ways in which businesses can put the power of blogging to good use. 

There aren’t too many rules surrounding how to use a business blog. If it’s well-written, valuable to the reader, and in some way relates to your business or industry, then it should be fine. With that said, here are some of the common uses that we typically see.

Provide Valuable Information 

Businesses can use their blogs to provide their customers with valuable information. This can take many forms, including publishing how-to guides that help customers get the most from the company’s products/services, offering industry insights that establish the business as a leader in its field, or more general advice related to the business’s niche. 

Answer Common Customer Queries

Businesses can use their blog as an extension of the FAQ section of their website, taking a deeper dive into a particular topic. 

Humanise the Company 

Business blogs offer a great way for businesses to humanise their brand. Posting behind-the-scenes insights, employee profiles, and charity fundraising updates can demonstrate the human side of the business. 

Product/Service Announcements

Businesses often use the blog section of their website to announce new products or product updates. For example, SaaS businesses that are adding a new feature to their product may write a blog that outlines the feature, its benefits, and how to use it. 

Understanding What a Business Blog Is

A blog allows businesses to seriously enhance their website’s SEO, dazzle their visitors, and drive sales. 

OK, but what is it? There’s nothing overly complicated about it. It’s just a dedicated, regularly updated section of the website where the business can share valuable content, be it product tutorials, expert insights, behind-the-scenes content, or just fun listicles that readers will enjoy. 

You can think of it as the 21st-century version of a brand’s own magazine. Business blogs are all about the business (/the industry in which it operates), but they’re designed to inspire and inform customers. 

Different Forms of Business Blogs

Businesses use blogs to share valuable content about their brand/industry/other relevant topics, but how they do that can vary. Blogs can take many different forms, and you’ll usually find businesses utilising a blend of different blog types on their website. 

Some of the most popular business blog forms include:

Listicle Blogs

If there’s a number in the blog’s title, then it’s probably a listicle, which is also known as a list post. 

Some examples of listicle-type blogs include:

• 5 Best US Destinations for Nature Lovers
• Top 10 Supplements for Building Muscle 
• 25 Best Tools for Graphic Designers

They’re highly respectful of the visitor’s time since they can simply skim-read the list if they want to. They also offer expert information while also being relatively easy to write. 

Tutorial Blogs

Tutorial/How-to blogs demonstrate expertise and offer real value to the web visitor. A business may host a tutorial blog relating to their own products (for example: ‘How To Do [X] With [Your Product]’) or on a topic relating to their niche (for example, an online bike seller posting a ‘How to Take a Bicycle Touring Holiday’).   

Case Studies

Purists will say that a case study isn’t really a blog, but they often appear on the blog section of a website, so we’re including them. 

Case studies are detailed analyses that outline a specific client, event, or challenge the business encountered and how success was achieved. For example, a SaaS company that specialises in online events may write a case study about how one of its clients increased event participation by X% using its software. 

Infographics

Infographics are image-based posts that typically contain few words. Instead, the information is presented via graphics. They’re easy to digest and offer businesses a good way to diversify their posts.

Key Benefits of Business Blogging

It’ll Boost SEO

Looking for more website visitors? There’s no better strategy than working to improve your website’s SEO, and there’s arguably no better strategy for improving your SEO than a business blog. It’s an easy, tried-and-tested way to skyrocket your website up the SERPs. Here are three reasons why:

• It Increases the Number of Quality Words on Your Website (And Google loves quality words).
• It adds more pages to your website. More pages = more indexing opportunities.
• It allows you to showcase your expertise (and Google also loves expertise).
• Long blog posts = more time spent on your website = Google recognises that people are having a good time on your website, and gives it a bump.

The SEO benefits of blogging make it worthwhile alone. That it also offers many other benefits makes it all the sweeter.

It Can Boost Customer Engagement

Blogs offer businesses the opportunity to interact with their customers in new, more engaging ways. It may sound a little soppy, but blogs can actually show customers that the business genuinely cares about their overall experience. The business isn’t just in it to make a quick buck; they’re willing to go the extra mile to provide valuable, informative content that benefits the reader. 

It Can Help Grow Your Email Subscribers List

Looking to grow your email subscriber numbers? You should be. With a high ROI and bags of potential, email marketing is one of the most effective marketing strategies on the planet — but only if you have email subscribers.

A business blog offers an insight into the type of quality content that your website visitors can expect if they sign up for your email newsletter. Even if the visitor doesn’t make a purchase when they read your blog, they might just become a customer in the future once they’re on your mailing list. 

It Can Help You Stand Out 

In a world of competition, anything that helps your brand to stand out from the crowd should be welcome. Blogs give businesses the space to showcase their brand and voice in a more relaxed, casual environment. It’s an easy, effective way to show your potential customers what sets you apart from your competitors. 

Effective Strategies for Business Blogging

OK, so by this stage you should be fully sold on the power of blogging.

Alas, there’s a catch.

Simply hosting a blog on your business website will not automatically yield results. For that, you’ll need to take a considered, methodical approach to blogging.

Happily, none of the steps for successful blogging are overly complicated. Make sure you’re ticking every one of the following, and you’ll be on the right track. 

Understand Your Audience

You’re not trying to attract any old web users to your website. 

You’re trying to attract potential customers to your website. Your blogs should be written with them in mind. For that, think of the following:

• Who are you trying to attract? 
• What problems do they have?
• What type of content do they like to read?

Ultimately, once you have a sense of who you’re writing for, every other blogging-related decision becomes much easier, so make sure you have a clear idea of that before you get too deep into the process. 

Make the Content Valuable

Your customers value their time, and rightly so. They’ll expect to get something of value when they visit your website.

Putting together blogs that offer real value — such as educational how-to guides or industry insights — is paramount for making a positive impression. Failure to offer value can have the opposite effect, helping to drive your potential customers into the arms of your competitors. 

SEO-Aligned Blogs

You should primarily write your blog with the reader in mind, but it’s also wise to have half a mind on the blog’s search engine performance, too. You’ll make it much easier for Google (and other search engines) to index and rank your blog if you’re meeting all of their requirements.

This approach consists of three parts:

• Conducting keyword research, and then strategically placing those KWs multiple times within the post.
• Using H1 tags for titles, H2 tags for headings, and H3 tags for sub-headings.
• Including internal and external links to relevant web pages within the post.
• Incorporating images and graphics that feature alt-text.

Post Consistently

Consistently posting high-quality blogs is essential for getting the most impact from your efforts. How often you’ll need to post will depend on the number of posts within your blog library. Websites with fewer (or no) posts will need to post regularly, around 6 – 10 times per month, to build their authority. Established blogs can post around 4 – 6 blogs per month. 

Include CTAs

An impressed website visitor will be ready to take the next step in the journey once they’ve finished reading the blog. It’s your CTA — Call to Action — that tells them what that next step is.

For example, a blog titled ‘The Best Destinations in Spain for 2025’ written for a flight website may include a CTA that prompts the reader to book their trip to Spain. A blog about why flowers make for a great anniversary gift written for a flower delivery service may encourage readers to ‘Send Flowers Today.’ 

The CTA will be specific to your business and in line with the overall purpose of the blog. Be sure to include a phone number or clickable link to streamline the visitor’s journey. For example:

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