Does Your Business Really Need a Blog in 2025?
Web logging was the social media of the early internet. Before the Facebooks, Instagrams and TikToks of the world, ‘blogging’ was the way to share your thoughts and interests online, and in doing so make connections.
In time, businesses caught on to the opportunities presented by this form of self-publishing. Blogs presented a simple, cheap yet effective means of updating customers about company news and product updates. They opened up a whole new avenue for PR and marketing, where you could position yourself as leaders in your field, commenting on the most pressing topics of the day, without having to secure editorial space in traditional media.
As content marketing became a cornerstone of all marketing online, having a blog on your website became standard practice, if not essential. It satisfied the changes to the Google search algorithms that demanded ‘fresh’ content on a domain, and so helped with SEO. As social marketing took off, regular blog posts gave you something to push on your channels.
But let’s be honest. This has been the status quo in established marketing practice for the past 10, 15 years. We live in a different world now, one in which (so we’re told) video is the key to driving consumer engagement, and generative AI is slowly taking over traditional search.
Just how relevant is having a business blog these days? Is there any value to those 500-1000 words you obediently churn out every week, fortnight or month? Or is it all just wasted effort?
The stats suggest blogging remains very much worth the effort. With four in five internet users still regularly reading blogs, it remains a hugely popular medium, with marketers as well as audiences. According to the Content Marketing Institute, 76% of B2C and 79% of B2B marketers have published blogs in the past 12 months, making blogging the second most popular channel for distributing content.
That popularity and prominence are spurred on by blogging’s versatility, as well as by its ability to support a whole range of other marketing and branding activities. So, let’s look at exactly why your business still needs a blog in 2025, and how you can use your blog to drive real results.
Blogging is still a powerhouse for visibility - a secret weapon for SEO
Blogs continue to be a foundational element of online visibility. In today’s do-it-yourself digital landscape, content marketing has transformed businesses into their own media publishers, responsible for crafting and distributing their own narratives. But in an increasingly saturated marketplace, standing out requires more than just presence, you need meaningful content and a strategy to share it effectively.
That’s where blogs shine. Their versatility makes them a powerful marketing asset. They provide content to fuel other channels: 92% of marketers promote blog posts on social media, 67% share them through email campaigns, and 66% integrate them into their SEO efforts.
Speaking of SEO, blogging provides unique synergies with search visibility. Search engines like Google rank web pages and sites based on how fresh, relevant, and authoritative their content is. Blog posts help to fulfil all of these criteria, and more.
Every post is an opportunity to rank for relevant keywords. As we’ll discuss below, blogs are an ideal vehicle for building bonds with audiences by providing useful, relevant and authoritative content they want to read. This keeps the search algorithms happy, too. Engaging blogs increase time spent on site and reduce bounce rates, both great for SEO. And you can also use them to earn backlinks from other websites, another indicator of authority to search bots.
It should be acknowledged that search (and therefore SEO) is changing before our very eyes, with the latest AI-driven engines preferring to quote reputable sources rather than scanning entire websites. But if anything, this will make blogs even more important to SEO going forward. A trusted, authoritative blog is an ideal ‘quotable source’. And your best blog material gives you a chance of being picked out for the Featured Snippets section at the top of Google results pages.
Blogs build trust, authority, and help nurture deeper relationships
We’ve covered why trust and authority in content matters from an SEO perspective. But more importantly (and in fact why it matters in SEO), trust and authority are about building strong relationships with your audience.
In the digital age, relationships drive business. Customers are looking for more than just somewhere to buy from. With so much choice available, being purely transactional about what you offer doesn’t cut it. People want and expect something of greater value to them, something to convince them to come back to your brand. They want to be educated, informed, assisted, even entertained. And more besides.
Blogs can do all of this. They are a vehicle for you to offer genuinely useful advice, as well as interesting and engaging information, without the hard sell. They are ideal for exercising the ‘soft power’ of modern branding – the idea of giving something valuable to audiences beyond the purely transactional. Blogs are also a way to demonstrate your deep knowledge and expertise, whether through dispensing helpful advice or thought leadership.
The point of all of this is that, done consistently over time, it builds trust in your brand. And if you’re thinking, this is business not mutual aid, what about the bottom line? Never fear. Establish trust, and the purchases follow. One study found that 61% of US consumers make purchases based directly on recommendations in blog posts.
Blogs help you express your brand personality and stand out in a sea of AI content
Modern consumers are highly discerning about what they put their trust in. They are highly attuned to spotting the fakes from the real deal. The present marketing landscape is being transformed by AI-generated content flooding the internet, raising serious questions about authenticity and credibility. AI is great for many things, but people can tell the difference between the rather sterile repetition of AI content and genuine human creativity. This is putting a premium on human-crafted content. And one simple way brands can capitalise on this is through their blog.
This also ties in directly with brand voice, identity and personality. We’ve talked about the importance of trust and building relationships. These are things that are ultimately determined on an emotional level. Customers want to do business with brands they connect with emotionally. And to do that, they want personality to shine through in brand content. It’s how they judge the overall business, after all.
You can channel brand personality and authenticity through your blog in what you write about and how you write it. A blog is a perfect platform for original insights, storytelling, quirky and unique perspectives, and real-world takes that resonate with people. You can be playful and imaginative with a blog, throw off formal restrictions and, to an extent, talk about whatever you like. As long as it is genuine, sincere and reflects the brand personality you want to convey, it’s bound to be better than anything AI churns out.
Blogs are a hidden superpower of lead generation and conversion
Blogs remain a powerful tool for building strong relationships with engaged audiences in the long term. But they are also something for a hidden superpower for attracting the attention of new would-be customers.
As per the Content Marketing Institute again, 70% of marketers rate blogs as the most effective type of content for generating early-stage brand awareness. In other words, a good blog is a great weapon for generating new leads.
This is a function of the other benefits of blogging we’ve already highlighted. Blogs are easy to share across channels, so they lend themselves to good visibility for audiences new and old. The whole purpose of a blog is to be engaging, whether that is sharing a hot take on an everyday practical issue that people find genuinely valuable, or simply making people smile. Either of these are good reasons for someone who has never heard of your brand before to take notice.
Blogs are also very adept at converting initial interest into something more substantial. In fact, you can turn any blog post into its own self-contained funnel. You can have a comments section to encourage feedback and direct engagement, or include a form to ask readers to sign up for a newsletter etc. You can use blogs as a stepping stone to more in-depth downloadable digital assets such as white papers or guides, or simply make relevant product recommendations. You can include links to your other channels, and insert whatever calls-to-action (CTAs) you like.
Discover, inform, convert – a single blog post can do it all.
Final Thoughts: Blogs Are the Unsung Heroes of Digital Strategy
A little like email marketing, the fact that blogging has been around for so long now means that any ‘cool’ factor it once had has diminished over the years. Compared to social media, influencer marketing, even its cousin vlogging, the very concept feels dated given the pace of change in our digitised world.
But that doesn’t make it any less effective from a marketing perspective. While marketing trends will continue to evolve, the fundamentals of brand visibility, building trust, offering value, and creating meaningful relationships remain timeless. Running a blog as part of your marketing strategy helps to tick all of these boxes.
Not sure where to start with blogging? As a top digital marketing agency, Key Element can help you turn your ideas into an integral part of a successful digital strategy. Get in touch with our team to find out more.
Frequently Asked Questions
How does blogging help with SEO?
Blogs offer fresh, keyword-rich content that improves search engine rankings. They also increase site engagement (e.g., time on page, lower bounce rates) and attract backlinks—all of which are key SEO factors.
What kind of content should a business blog include?
Your blog should offer value through helpful advice, thought leadership, industry insights, storytelling, and authentic commentary—content that informs, engages, and reflects your brand personality.
Can a blog actually generate leads or sales?
Absolutely. Blogs can attract new audiences and guide them through your sales funnel using CTAs, newsletter signups, downloadable content, or links to products and services.
How often should a business blog be updated?
Consistency matters more than frequency. Whether it’s weekly, bi-weekly, or monthly, keeping your blog regularly updated with quality content helps maintain relevance and SEO benefits.
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