With 5.5 billion individuals on-line (and counting), the web has by no means been busier — or had extra alternative. However, companies preserve asking if running a blog advantages are nonetheless well worth the effort.
Spoiler: it’s. It’s among the finest methods to ascertain thought management, get your viewers’s consideration, and construct belief with them.
Over time, I’ve written a whole lot 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 priceless for driving inbound leads — and strengthening your complete 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 enterprise.
Entrepreneurs who participated in HubSpot’s 2025 State of Running a blog Report report running a blog for varied causes, however greater than half mentioned 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 minimize it anymore. I don’t consider it ever really did, however now that the bar is greater, dumping a bunch of low-value posts on-line only for search engine optimisation 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 clients (wherever they’re on their journey)
Reply their questions
Provide thought-provoking info that present why you’re the skilled
Carried out proper, your weblog can construct momentum — and gasoline the whole lot else you’re doing. What’s extra, your e-mail, social media may 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 enterprise, I firmly consider that content material advertising and marketing stays one of the crucial 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 offers 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 purchasers and entrepreneurs how one 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 offers 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 certain, your weblog is totally the best place to share that. In case you’re sending out press releases, why ship the site visitors elsewhere? Internet hosting these updates in your web site means you get the visibility, the clicks, and the algorithm juice when individuals come in search of the small print.
That’s an enormous win in and of itself. However, it’s solely a part of the story.
I have a look at enterprise blogs as a central hub for the whole lot you publish — and it’s one that you just personal.
Not like social media, the place content material disappears in 48 hours, and is topic to algorithmic chaos, you personal your actual property. Plus, it offers you someplace to ship individuals who need to know extra about your enterprise. (Extra on that beneath).
So what sort of content material ought to name your weblog residence?
I need to encourage you to suppose outdoors of the announcement field and contemplate including the next to your content material technique:
Solutions to the questions your clients 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 many others.)
Your tackle what’s taking place in your business (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
Whenever you publish priceless content material, your viewers will take discover.
Actually, I would like you to consider your weblog as a house base.
It turns your weblog right into a one-stop store to your content material whereas making it simpler to maximise your efforts, repurpose your content material, and ensure the whole lot you’re doing works towards your objectives.
2. It builds authority and credibility.
What’s the very first thing individuals do once they need to find out about your organization?
They Google you.
In my view, that’s the most important job of getting an internet site within the first place. They’ll see that you just’re the actual deal.
Your weblog builds belief by displaying your rising viewers the way you suppose and giving them insights into who you might be as an organization.
In different phrases, by displaying you recognize your stuff as an alternative of simply telling, your weblog units you up as a plausible skilled. And on the finish of the day, that is why many select to start out a weblog.
It additionally helps your gross sales course of, typically greater than you suppose.
Some individuals will learn a couple of posts earlier than ever reaching out. Others may land on one useful article and determine you’re value a dialog. (Yay, inbound — and that’s the purpose of search engine optimisation running a blog!)
And for those who’re holding monitor of the questions your clients are asking (which I at all times advocate), your weblog turns into a useful resource you possibly can ship as an alternative 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 could or could not take discover (or care) that you just publish erratically, Google definitely does. So whereas frequency doesn’t must imply posting day by day, I like to recommend a daily cadence to maintain the search engine gods completely satisfied.
Professional tip: Having bother with the “persistently” half? A instrument like HubSpot’s AI weblog author may help you generate priceless content material in minutes.
Desirous 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 optimisation the precedence proper out of the gate.
That’s okay.
Whenever you’re beginning out, I truly 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’ll be able to at all times optimize later.
Professional tip: Even when search engine optimisation isn’t your high precedence, I nonetheless advocate structuring your put up so serps can simply crawl it, and optimizing for a couple 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 would like is so that you can hit publish in your weblog and go away it stranded in our on-line world, by no means touching it once more.
In case 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 along with your objectives and occasions, utilizing them to gasoline 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 checklist
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.
Notice: I’m utilizing 1500 phrases as a ballpark. Yours could possibly be a lot shorter or for much longer.
I’ve seen a single weblog put up gasoline a whole quarter of promoting. That mentioned, I often advocate publishing month-to-month if and when you possibly can.
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 excellent clients.
However the early days of the web are gone, and few individuals randomly stumble over your own home web page with out some sort of search intent.
Normally, they land in your web site as a result of they know your identify, you’ve paid to point out up of their feed, or your search engine optimisation methods are working as meant.
It’s the third class that drives this enterprise running a blog profit.
Running a blog offers you a technique to entice new guests with out paying for each click on.
Each weblog put up you publish is one other likelihood to point out up when somebody Googles a query you’re certified to reply. And in contrast to adverts, that visibility doesn’t flip off when your price range runs out.
Excessive-quality, useful, and fascinating 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 arduous in each put up. As a result of your purpose needs to be to information individuals towards the logical subsequent step, in the event that they’re prepared. Which may imply becoming a member of your checklist, downloading a useful resource, reserving a name, or simply diving deeper into your content material.
Which brings me to the subsequent level.
5. It helps convert site visitors into leads.
Everybody loves site visitors, nevertheless it’s solely nice if it’s truly the best individuals heading to your web site.
Sadly, site visitors means nothing if it doesn’t translate to cash within the financial institution, although it may give you plenty of good information for future content material, messaging, and web site enhancements.
That mentioned, site visitors is a numbers sport. Solely a fraction of the oldsters who land in your weblog will take any sort of motion to show right into a lead. Of people who do, solely a small share will flip into alternatives, and a smaller portion but will change into purchasers.
The method seems to be 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 change into consumers.
That’s why good content material is simply the place to begin — it is advisable to ensure you’re making it simple for readers to maintain shifting. The best approach to do that is by including a transparent call-to-action to each weblog put up.
That doesn’t imply including a pushy CTA to each paragraph. As a substitute, I would like you to look by means of your current content material to see what else could be useful to your readers. Could possibly be a useful resource, one other article, and even an invite for a brief dialog.
In my very own work (and with purchasers), I’ve seen the distinction that straightforward, considerate calls to motion make — so long as they stream 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 change into lifeless ends.
6. It boosts your search engine optimisation and link-building potential.
I’ve talked quite a bit about how blogs enable you present up in search, so I gained’t go an excessive amount of deeper into search engine optimisation key phrases or optimization.
What’s extra vital is that your content material needs to be value linking to.
Backlinks occur when different websites hyperlink to your content material — they usually’re nonetheless an enormous deal for search engine optimisation.
Backlinko’s 2025 information exhibits that the primary outcomes on Google common almost 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 web site surge greater in Google rankings.
Needless to say it’s not simply people deciding to hyperlink to your web site.
As AI-powered search instruments change into extra widespread, they’re referencing and citing authoritative content material, which signifies that you may simply get extra site visitors to your web site by way of ChatGPT. (You’ll be able to even monitor 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 individuals — and bots — need to hyperlink to.
7. It scales over time (and works when 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 possibly can 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 greater ROI from running a blog in 2024 in comparison with 2023.
That alone is cause to maintain at it. And the info 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 — persistently 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 at this time.
It will get preliminary site visitors and engagement.
Over weeks, months, and even years, it continues to draw new readers by means of 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 possibly can take day off — and sure, sleep — with out feeling responsible.
Sure, blogs nonetheless matter.
There are many bonus perks that include running a blog. Assume past site visitors, leads, and search engine optimisation. 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 priceless.
Typically, I take advantage of the weblog to check out messaging earlier than I construct a complete marketing campaign. It’s quick, low-cost, and approach simpler to pivot if one thing doesn’t land.
Different occasions, a put up helps me be taught extra about what my viewers cares about — or doesn’t. And typically, it’s simply enjoyable — a possibility to put up a sizzling take or one thing enjoyable that humanizes the enterprise.
Able to dive in? Our information on how one can begin a profitable weblog has the whole lot you want.
How you can Begin Running a blog for Your Enterprise
By now, you’ve seen how running a blog can help your enterprise — driving site visitors, constructing belief, supporting your gross sales course of, and creating actual long-term worth.
In case you take only one factor away from this, I would like it to be this:
The advantages of running a blog don’t come from publishing extra content material. They arrive from publishing the best content material—deliberately and persistently.
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 Notice: This put up was initially printed in November 2020 and has been up to date for freshness, accuracy, and comprehensiveness.
