In case you can’t tell, I am pro-blogging.
If you’re a small business owner or online service provider, you’ve probably heard at least once that you should be posting blogs regularly. It’s undeniable that posting high quality blog posts regularly can really help with SEO.
However, blogging can do a lot more for your business than just boosting your SEO. In fact, if you focus on all the other benefits of blogging, you’re probably going to be creating much better SEO content by default.
Google loves helpful content. She wants to be as useful as possible to people using the search engine, so she is looking for high quality content to show people.
It’s important to keep this in mind so that you’re not swayed by people selling you a quick-fix AI gimmick that tells you to churn out a bunch of mediocre content quickly in order to skyrocket to the top of the page. Google doesn’t care about AI, all she cares about is quality.
So, in addition to getting those enviable spots on Google’s roster, here are the reasons why you should have a blog that will make your life (and business) that much better.
1. Long-form content is IN
Despite the trends in attention spans getting shorter, long-form content isn’t going away. In fact, Gen Z is leading the charge in the steady popularity of long-form content.
Blog posts, podcasts, long-form video content: it’s all keeping steady popularity rates with audiences these days. Any medium that allows you to go in-depth on a topic or tell a story still has the ability to keep your audience’s attention.
Any expert will tell you that distilling their knowledge into a series of 5-7 second long video clips is really selling themselves short. Business owners know the full extent of their value doesn’t always make sense in a condensed or broken-up format, so both they and their audiences like using long-form content to really get to the meat of their value and knowledge.
(If I tried to teach you everything I knew about copywriting in those super short reels everyone’s always posting, both of us would lose our minds.)
Blogging helps you take advantage of long-form content because you can really show off your knowledge and walk people through the solutions you provide for them.
Plus, it’s always easier to ramble on for a thousand words than trim everything down into a couple sentences.
2. Blogs are perfect for content repurposing
If you’re taking the time to make original content for Instagram, YouTube, X, TikTok, LinkedIn, Emails, and your blog, good for you bestie.
But if you’re like most of us, you don’t have the capacity to come up with custom strategy for each platform you’re marketing on.
Therefore, repurposing content is going to be your best friend.
Blogging is a great ground zero when you’re repurposing content. Because we’re talking long-form content here, it’s easy to break your blog post up into smaller pieces to be used for posts, stories, emails, or videos.
You can bet I’ll be doing that with this blog post here. Check out how I did it on my Instagram (or LinkedIn if that’s your thing.)
3. Sending resources to your audience
This is super embarrassing to admit, but I’ve actually sent resources to my clients that my competitors have made.
If I’m trying to explain something that another copywriter has explained perfectly, I’m going to share that resource with them, even though it doesn’t make me look great to blatantly show them someone else they good have hired.
I don’t want you to be in this position, so while I’m building up useful resources for my readers like how to work well with a copywriter or the 5 essential pages you need on your website, I want to remind you to make resources so you don’t have to send your clients to a competitor. (Or worse, have them go find your competitor themselves.)
Now, every time I have a conversation with a client that gives me a blog post idea, I write it down. If they have a question or need support on a topic now, I can imagine someone else will have that question in the future, so I’m creating resources to help them.
4. Blogs last forever
If you’re marketing your business through ads or social media, that’s a perfectly legit way to get leads for your business.
I’m guessing you’ve probably found yourself frustrated at times with the incredibly short shelf life most marketing tactics give you though…
Ads stop bringing in business the minute you stop feeding them money. Social media posts may circulate for a day or two, but after that, it’s right back to the drawing board for creating the next post to feed to the algorithm.
Blogs don’t have a short lifespan though. If you create a good blog post that ranks on Google or gets linked to frequently, that post can bring you leads and traffic for years.
Even if a blog post doesn’t rank on Google right away, that doesn’t mean it has worn out its usefulness. You can continue to share high-quality content by linking to it through other blog posts, sharing it with your email list, or sending it to clients as resources. Unlike social media, it doesn’t get lost in the shuffle of an algorithm.
There’s another way you can really extend the lifespan of a blog post, and that’s by posting it to one of my favorite platforms…
5. Blogs are great for Pinterest marketing
In fact, Pinterest marketing won’t get you far until you have a lot of valuable content to pin. Pinterest, like Google, wants to send people to useful resources. Blogging is one of the best ways to be useful to an audience on Pinterest.
Pinterest isn’t exactly social media, it’s a search engine. Like Google, having a pin do well on Pinterest may result in years of traffic and leads coming to your website.
However, people won’t want to save pins that link to your homepage or inquiry form. You need to give them a reason to interact with your content, and blogging is the best way to do this.
You can check out how I do this on my Pinterest. I’m not an expert by any means, but it does help bring some attention to my website.
Basically, if you can leverage Pinterest as well as blogging in your marketing strategy, you’ll be creating a long-lasting way to get people to your site, with very little effort over time.
6. It’s a sustainable way to create sales funnels
Speaking of creating something long-lasting, I’m guessing you really value sustainability in your marketing strategy.
As in, you don’t mind putting in the work and all the hours right now, but you’d really like the effort you’re spending now to result in fewer hours down the road.
Basically, you want a high ROI for your time.
Creating impactful, sustainable funnels is why blogging exists. When you include a strong CTA within your blog posts, it keeps people engaged with your work. This moves them further down the funnel from a consumer of your content to a paying client.
Blogging is a sustainable way to build your funnels because of all the reasons we’ve talked about: highly valuable, long shelf life, can bring you leads for years.
You won’t see results overnight from blogging, but if you keep it up, it will be well worth it.
By the way, the best CTA to include in your blog posts is one that gets people on your email list.
Email lists are the best next step in your funnel because they give you a more personal way to reach out to people. There is a higher level of trust and exclusivity when you send someone an email rather than them just finding your content.
Scroll to the bottom of this blog post to see my CTAs (I have one for joining my newsletter, and one for downloading a freebie of mine.)
SEO is great, but it’s only part of the equation
The bottom line is that blogging can be wildly beneficial for your website and your audience, but SEO is only part of the reason why blogging is such a good strategy for business owners.
Like every part of writing copy or content, I want you to see it through a holistic lens. Every part of your marketing is part of a bigger story. If you need help telling that story, you’re in the right place.
Subscribe to my newsletter: Need some story-infused marketing insights in your inbox? Subscribe to the wired & inspired newsletter here.
Check out my copywriting services: Ready to tell some better stories and holistically transform your online presence? Check out my services here.
Book a discovery call: If you’re not sure what the next step is for you and your online presence, book a discovery call with me here.
Follow me on social media if you need more copywriting tips on your feed.
