With 5.5 billion individuals on-line (and counting), the web has by no means been busier — or had extra alternative. However, companies hold asking if running a blog advantages are nonetheless well worth the effort.
Spoiler: it’s. It’s probably the greatest methods to ascertain thought management, get your viewers’s consideration, and construct belief with them.
Over time, I’ve written a whole bunch of blogs for companies in a variety of industries — and I’ve seen what works, what doesn’t, and the way issues are altering. So buckle up, and I’ll present you why running a blog for enterprise continues to be so worthwhile for driving inbound leads — and strengthening your whole advertising and marketing plan.
Desk of Contents
What’s enterprise running a blog?
Enterprise running a blog is precisely what it feels like: utilizing weblog content material to develop your small business.
Entrepreneurs who participated in HubSpot’s 2025 State of Running a blog Report report running a blog for numerous causes, however greater than half stated they accomplish that for model consciousness (66%) and buyer engagement (53%).
With AI making it simpler to create half-way respectable content material, mediocre doesn’t lower it anymore. I don’t imagine it ever really did, however now that the bar is larger, dumping a bunch of low-value posts on-line simply for search engine marketing isn’t the place you need to make investments.
The most important advantages in running a blog for enterprise and advertising and marketing kick in once you give attention to high quality and:
- Converse to your prospects (wherever they’re on their journey)
- Reply their questions
- Provide thought-provoking info that present why you’re the knowledgeable
Completed proper, your weblog can construct momentum — and gas the whole lot else you’re doing. What’s extra, your e-mail, social media may also drive site visitors proper again to your weblog—and in flip, into your pipeline.
The Advantages of Running a blog for Enterprise
Whether or not you established your organization a long time in the past or are simply beginning your small business, I firmly imagine that content material advertising and marketing stays probably the most efficient methods to develop your viewers.
Not all content material is written. Audio, video, and interactive media all have a spot in your advertising and marketing plan. However regardless of the format, your weblog provides that content material a house — and an opportunity to maintain working lengthy after it’s printed. (Which, by the way, is one thing I educate shoppers and entrepreneurs how you can do.)
That’s, so long as you do it proper. At that time, your weblog turns into a enterprise asset loaded with advantages.
1. It provides your content material a house.
Some corporations deal with their weblog as an area for firm updates — new hires, acquisitions, and different newsworthy information.
And positive, your weblog is completely the proper place to share that. In the event you’re sending out press releases, why ship the site visitors elsewhere? Internet hosting these updates in your website means you get the visibility, the clicks, and the algorithm juice when individuals come on the lookout for the small print.
That’s an enormous win in and of itself. However, it’s solely a part of the story.
I take a look at enterprise blogs as a central hub for the whole lot you publish — and it’s one that you simply personal.
In contrast to social media, the place content material disappears in 48 hours, and is topic to algorithmic chaos, you personal your actual property. Plus, it provides you someplace to ship individuals who need to know extra about your small business. (Extra on that beneath).
So what sort of content material ought to name your weblog dwelling?
I need to encourage you to suppose exterior of the announcement field and think about including the next to your content material technique:
- Solutions to the questions your prospects are already asking
- Behind-the-scenes breakdowns of how you’re employed or resolve issues
- Case research that present outcomes and supply perception
- Recaps of occasions, workshops, or webinars (suppose present notes, and so on.)
- Your tackle what’s occurring in your trade (with out ready to be requested)
- Audio and video content material (with transcripts and extra content material)
- Excessive-level recaps pointing to content material you publish elsewhere
While you publish worthwhile content material, your viewers will take discover.
In actual fact, I need you to think about your weblog as a house base.
It turns your weblog right into a one-stop store in your content material whereas making it simpler to maximise your efforts, repurpose your content material, and be sure that the whole lot you’re doing works towards your targets.
2. It builds authority and credibility.
What’s the very first thing individuals do after they need to find out about your organization?
They Google you.
For my part, that’s the largest job of having a web site within the first place. They will see that you simply’re the true deal.
Your weblog builds belief by exhibiting your rising viewers the way you suppose and giving them insights into who you might be as an organization.
In different phrases, by exhibiting you already know your stuff as a substitute of simply telling, your weblog units you up as a plausible knowledgeable. And on the finish of the day, that is why many select to begin a weblog.
It additionally helps your gross sales course of, generally greater than you suppose.
Some individuals will learn a number of posts earlier than ever reaching out. Others may land on one useful article and resolve you’re price a dialog. (Yay, inbound — and that’s the aim of search engine marketing running a blog!)
And for those who’re maintaining observe of the questions your prospects are asking (which I at all times advocate), your weblog turns into a useful resource you’ll be able to ship as a substitute of rewriting the identical solutions again and again.
That sort of content material saves time and builds belief, and helps shorten the choice cycle.
However a phrase of warning, consistency issues.
Whereas your viewers might or might not take discover (or care) that you simply publish erratically, Google definitely does. So whereas frequency doesn’t must imply posting day-after-day, I like to recommend an everyday cadence to maintain the search engine gods completely satisfied.
Professional tip: Having bother with the “constantly” half? A instrument like HubSpot’s AI weblog author may help you generate worthwhile content material in minutes.
Serious about different AI instruments? I wrote this text to match ChatGPT, Claude, and Gemini (so that you don’t must).
3. It fuels the remainder of your advertising and marketing.
Not each weblog goes to have an enormous area authority. And never each enterprise goes to make search engine marketing the precedence proper out of the gate.
That’s okay.
While you’re beginning out, I really advocate the alternative — focus much less on key phrases and extra on creating high-quality content material that units the stage for what you need to be identified for. You may at all times optimize later.
Professional tip: Even when search engine marketing isn’t your prime precedence, I nonetheless advocate structuring your put up so serps can simply crawl it, and optimizing for a number of search phrases that match the content material.
And that brings me to the larger level — your weblog ought to by no means be a one-and-done.
The very last thing I need is so that you can hit publish in your weblog and depart it stranded in our on-line world, by no means touching it once more.
In the event you’ve gone to the trouble of making actually nice content material, you need to squeeze each little bit of worth from it.
I educate a content material technique that begins together with your targets and occasions, utilizing them to gas your new content material — and your different advertising and marketing efforts.
Each time you publish a 1500-word put up, it has the potential to show into:
- 3-5 emails to your listing
- 5-10 social media posts
- 1-2 infographics
- New e-mail sequences
- 1-2 movies or podcast episodes
Plus, you could possibly repackage the concepts into webinars, ebooks, and extra.
Observe: I’m utilizing 1500 phrases as a ballpark. Yours might be a lot shorter or for much longer.
I’ve seen a single weblog put up gas a whole quarter of selling. That stated, I often advocate publishing month-to-month if and when you’ll be able to.
4. It drives inbound site visitors (with out paying for adverts).
Extra web site guests? Sure, please. Particularly in the event that they’re my perfect prospects.
However the early days of the web are gone, and few individuals randomly stumble over your private home web page with out some sort of search intent.
Normally, they land in your website as a result of they know your title, you’ve paid to indicate up of their feed, or your search engine marketing methods are working as supposed.
It’s the third class that drives this enterprise running a blog profit.
Running a blog provides you a solution to appeal to new guests with out paying for each click on.
Each weblog put up you publish is one other likelihood to indicate up when somebody Googles a query you’re certified to reply. And in contrast to adverts, that visibility doesn’t flip off when your finances runs out.
Excessive-quality, useful, and participating weblog content material helps you drive the sort of site visitors you need to see, so long as it’s written with conversion in thoughts.
That doesn’t imply promoting laborious in each put up. As a result of your aim ought to be to information individuals towards the logical subsequent step, in the event that they’re prepared. That may imply becoming a member of your listing, downloading a useful resource, reserving a name, or simply diving deeper into your content material.
Which brings me to the following level.
5. It helps convert site visitors into leads.
Everybody loves site visitors, however it’s solely nice if it’s really the proper individuals heading to your website.
Sadly, site visitors means nothing if it doesn’t translate to cash within the financial institution, although it may give you numerous good information for future content material, messaging, and website enhancements.
That stated, site visitors is a numbers sport. Solely a fraction of the parents who land in your weblog will take any sort of motion to show right into a lead. Of people who do, solely a small proportion will flip into alternatives, and a smaller portion but will turn into shoppers.
The method appears to be like one thing like this:
A variety of entrepreneurs visualize this as a funnel, although HubSpot talks about it as a flywheel, the place there are at all times new alternatives to interact individuals even when they don’t turn into patrons.
That’s why good content material is simply the place to begin — you could make sure you’re making it straightforward for readers to maintain transferring. The best manner to do that is by including a clear call-to-action to each weblog put up.
That doesn’t imply including a pushy CTA to each paragraph. As a substitute, I need you to look via your present content material to see what else could be useful to your readers. Might be a useful resource, one other article, and even an invite for a brief dialog.
In my very own work (and with shoppers), I’ve seen the distinction that easy, considerate calls to motion make — so long as they circulation naturally with the put up and are associated to the issues you’re fixing for.
Among the best running a blog advantages is changing site visitors into gross sales — so long as you don’t let your posts turn into useless ends.
6. It boosts your search engine marketing and link-building potential.
I’ve talked so much about how blogs assist you present up in search, so I received’t go an excessive amount of deeper into search engine marketing key phrases or optimization.
What’s extra vital is that your content material ought to be price linking to.
Backlinks occur when different websites hyperlink to your content material — and so they’re nonetheless an enormous deal for search engine marketing.
Backlinko’s 2025 information reveals that the primary outcomes on Google common practically 4x the quantity of backlinks than these in positions 2-10. Sadly, 94% of all content material has zero backlinks. That’s an enormous missed alternative.
And as a lot as I hate the time period “low-hanging fruit,” it’s actually yours for the taking to make your website surge larger in Google rankings.
Understand that it’s not simply people deciding to hyperlink to your website.
As AI-powered search instruments turn into extra frequent, they’re referencing and citing authoritative content material, which implies that you may simply get extra site visitors to your website through ChatGPT. (You may even observe a few of this in Google Analytics — right here’s how.)
Meaning your weblog can achieve much more publicity — and credibility — with out further effort. That’s, simply so long as you create good content material that folks — and bots — need to hyperlink to.
7. It scales over time (and works whilst you sleep).
I often discuss your web site as a 24/7 salesperson who works even once you don’t. (That is much more true as chatbots get higher and higher!)
Your weblog helps with that. And the second you hit publish, you’ll be able to set off a long-term technique that builds momentum over time.
In keeping with HubSpot’s 2025 State of Running a blog Report, 50% of entrepreneurs noticed larger ROI from running a blog in 2024 in comparison with 2023.
That alone is cause to maintain at it. And the information backs it up. 45% of entrepreneurs whose corporations weblog say they’re investing extra in 2025.
I see this as proof of what I’m seeing within the wild — constantly posting high-quality evergreen content material has a snowball impact.
Right here’s the way it works, in a nutshell
- You write a well-targeted weblog put up as we speak.
- It will get preliminary site visitors and engagement.
- Over weeks, months, and even years, it continues to draw new readers via search, shares, and AI suggestions.
- That site visitors fuels leads even once you aren’t actively selling the put up.
Now, I don’t need you to relaxation in your laurels by publishing and ghosting. However you’ll be able to take day without work — and sure, sleep — with out feeling responsible.
Sure, blogs nonetheless matter.
There are many bonus perks that include running a blog. Suppose past site visitors, leads, and search engine marketing. And keep in mind, there are many causes companies may need to begin a weblog.
Not each weblog put up must drive site visitors or convert like loopy to be worthwhile.
Generally, I take advantage of the weblog to check out messaging earlier than I construct an entire marketing campaign. It’s quick, low-cost, and manner simpler to pivot if one thing doesn’t land.
Different occasions, a put up helps me study extra about what my viewers cares about — or doesn’t. And generally, it’s simply enjoyable — a possibility to put up a scorching take or one thing enjoyable that humanizes the enterprise.
Able to dive in? Our information on how you can begin a profitable weblog has the whole lot you want.
Easy methods to Begin Running a blog for Your Enterprise
By now, you’ve seen how running a blog can assist your small business — driving site visitors, constructing belief, supporting your gross sales course of, and creating actual long-term worth.
In the event you take only one factor away from this, I need it to be this:
The advantages of running a blog don’t come from publishing extra content material. They arrive from publishing the proper content material—deliberately and constantly.
I’ve seen what occurs when a weblog is handled like a field to examine. It turns into a time suck, a chore, and worst of all—a missed alternative.
The magic actually begins to construct once you begin with technique and layer in thought management and experience.
Editor’s Observe: This put up was initially printed in November 2020 and has been up to date for freshness, accuracy, and comprehensiveness.
