7 reasons why your business needs a blog (with examples)

You want to buy a new shirt to go to work but have no idea where to start looking – so you google “shirts to work in an office.” After scrolling past a few shop pages, you find a blog post titled: “how to pick a shirt for work in an office”. That will help. You don’t even notice this article is on the blog page of a retail company that sells shirts.

In that post, you read about shirt materials, the styles that are appropriate for work, and colors that match your taste.

You see thoughtful links to shirts after each tip, so you buy what you need there and then.

You are happy. The company that sold you the shirt is happy. They got a new customer with their useful and informative blog in the most organic, natural way possible.

If you have a business of your own, there is no reason why you wouldn't want that. Blog posts are outstanding tools to keep your customers informed and to attract new customers to your business. Here are 7 reasons why your business needs a blog.

A blog can: 

1 - Help prospects find your business organically (SEO)

The most obvious reason for creating a blog for your business is to help potential customers find your company website on their search engine.

When I search for "mattresses for side sleepers", the first result is a blog article from the Sleep Foundation website.

In this article, you can read more about what to look for in a mattress if you are a side sleeper (it educates the prospect). You can also find a list of recommended mattresses to buy.

If your company has a blog, the chances that prospects will find your website in the search engine results are higher. Google values pages that create NEW content.

2 - Show that you know your stuff

I know that you understand your business, the market, and what your customers need. But do they know it too?

Content creation is the only way to communicate your capabilities to the money-bearing crowd.

That's what I'm doing with this blog, for instance. How else would you know that I can write about potty training puppies or the history of Led Zeppelin? (FYI, I can)

A blog is where you can say:

"Hey, I am kind of an expert in removing wisdom teeth. I have decades of experience with the type of extraction that you need. You should come into my office so that I can help you".

It is also a way to connect with your customers by showing them WHY you know your stuff.

This article published on the Calm blog creates a bond between the company's CEO and the readers, while also promoting his new book:

3 - Educate your customers

The Emirates Holidays blog has a post titled "What to do with 48 hours in Dubai". They share some activities for tourists visiting Dubai and explain why these are their favorite things to do in under 48 hours.

If you found this blog while looking for tips for your trip to Dubai, you would know that there is a better chance to have more fun when traveling with Emirates Holidays.

Sure, you can use the tips on their blog to create your own experience, but if you are busy, you could hire their services. They offer personalized holidays, support you through your travel, and help you get more for your money, even if you only stay in Dubai for 48 hours.

Blogs like these educate the audience, offering knowledge and insights for free.

When your company creates this type of content, its name stays on top of the prospect's head.

Blogs can also serve as a vehicle to market free e-books, case studies, interesting research from your company. They are excellent tools to catch your prospects' emails and keep them in the funnel.

4 - Develop your brand voice freely

The Bon Appétit blog is where the company shares its recommendations, reviews, and affiliate links. But it is also where their brand voice shines.

They write their articles in first-person, bring witty metaphors, and mention current events. It's the way they communicate and how they want to be seen by the public.

Other businesses go beyond that and have their own lingo, while some prefer a sober approach.

Your business blog is a stepping stone to building a long-term relationship with your customers, and that includes helping them feel close to you through your unique voice.

And you'll have plenty of space for that because the articles are long-form (I can write pieces between 800 and 2000 words).

5 - Share your partnership with other brands and businesses

Partnerships are shortcuts to growing as a small business.

My personal trainer is a smart cookie: she has a blog on her website.

Her blog highlights tips and insights from nutritionists and physiotherapists she knows (and who are smart like her).

This gives these professionals access to her audience.

But, as nice as she is, this personal trainer is not silly.

She, of course, asked those fellas to return the favor. So now they feature HER insights on training and exercises in THEIR business blog. She is now an authority source and has access to their audience.

It's a tale of love and reciprocity.

6 - Repurpose content for email and social media

The supplement brand Ritual has a thorough blog page with hundreds of articles in different categories.

Their blog serves not only to educate their customers, develop the brand voice and boost the business in the search engine results pages – it's also a gold mine for creating social media content.

Each article can be a source for several posts on Facebook, Instagram, X, and LinkedIn...

If you publish articles weekly, you can also send them to your prospects via email in the newsletter format.

A blog article is not only a blog article. It's a seed you can plant to harvest inspiration and information for your social networks.

7 - Your business needs a blog because it can increase your sales

This talk about blogging is nice and all, but what about that beautiful, rising line in your sales chart?

I know that's what you're thinking. No need to make it weird.

Well, blogs can attract new customers and help them know you exist, sure. This is a top-of-funnel strategy.

But that's not all:

• Instead of an educational article, you can create gift lists or product comparisons and link to your products

• You can share a summary of original research, which works as a lead magnet (give-me-your-email-please-to-get-the-whole-thing type of stuff)

• The blog can feature step-by-step guides to use your products, maintain them, clean them, or use them, which increases the chances of the customer coming back to buy some more

• Customer stories can become blog posts to share features and benefits of your products with a bonus: VOC.

These are just a few of the ways a business blog can increase your sales.

FAQ

Q: As a new business owner, what should I focus on: blog posts or email marketing?

A: It usually depends on your audience. but, in my opinion, blogs should come first. That is because to target prospects via email, you need their emails and some content to send to them. The blog could fix both issues.

You write content for your blog, which drives traffic to the website, and if prospects/clients enjoy, they can subscribe to receive articles (and sales-related copy) in their inbox.

Blogs also help you develop your brand by showing your personality, your expertise, allowing you to connect and, consequently, sell.

Q: Whats the difference between a blog post and a LinkedIn post?

A: Blog posts have no character limit; they allow you to attach different media within the text (pictures, videos, etc); you are posting in a domain you own, so there is no risk of losing all of your work if you account gets banned; you won't get punished to posting links; you can have your services listed right on top and your contact form right below for clients, these are just a few things a blog post allows you to do.

One blog article can also be a great source of content for several LinkedIn posts that show your expertise – you can adapt each heading to a post, you can reuse the ideas to promote your blog and redirect traffic to your website, and so much more!

The thing is: it's getting harder and harder to make your blog be seen in this sea of information.

So, my tip is to steer away from regurgitated, AI-generated ick, and stick to people who can write from their own –human – experiences, like me. It could be someone else too, but I would prefer it if you chose me, I guess?

If you finally want to create your blog (and would like my help), please reach out through my contact page or any other button you find (LinkedIn here).

Happy blogging!