Why blog? The benefits of blogging for business and marketing With 5.5 billion people online (and counting), the internet has never been busier — or had more opportunity. But, businesses keep asking if blogging benefits are still worth the effort. Spoiler: it is. It’s one of the best ways to establish thought leadership, get your audience’s attention, and build trust with them. Over the years, I’ve written hundreds of blogs for businesses in a wide range of industries — and I’ve seen what works, what doesn’t, and how things are changing. So buckle up, and I’ll show you why blogging for business is still so valuable for driving inbound leads — and strengthening your entire marketing plan. Table of Contents What is business blogging? The Benefits of Blogging for Business How to Start Blogging for Your Business What is business blogging? Business blogging is exactly what it sounds like: using blog content to grow your business. Marketers who participated in HubSpot's 2025 State of Blogging Report report blogging for various reasons, but more than half said they do so for brand awareness (66%) and customer engagement (53%). With AI making it easier to create half-way decent content, mediocre doesn’t cut it anymore. I don’t believe it ever truly did, but now that the bar is higher, dumping a bunch of low-value posts online just for SEO isn’t where you want to invest. The biggest benefits in blogging for business and marketing...

How to Choose a Blog Name That'll Grow With Your Brand Rebranding a business can be a smart and necessary step to growing a long-lasting business. However, when it comes to your brand or business blog, renaming your blog doesn't have to be. From the start, you can choose a blog name that stands the test of time, and the various iterations of your brand's life-cycle. Outgrowing a brand, or at least a brand name, is common. Marketing platform Mailchimp used their rebranding to help the company transition to a more "grownup" brand that would allow them to serve more small businesses. Many blogs I read, like "Liv's Healthy Life," (Now known as just "Liv B,") quickly rebrand when they realize their old blog name just doesn't make sense anymore. Let's go over some strategies to use when naming a blog, that will give your blogs longstanding relevance. How to Choose a Blog Name 1. Identify your niche. What are you doing? What will your blog be about? Will it be an extension of your business or its own project? Identifying what your blog will be about is key to defining a name that'll expand with you. The blog name will represent your unique point of view in your industry or niche. It should match the aesthetic of your blog and define the mood you want to give your readers when they visit your blog's homepage. It should also be descriptive of the type of content you'll publish. ...

The Top 3 Reasons Consumers Read Blogs & How to Attract Them in 2021 In 2021, there's no question that blogging is beneficial to any marketing strategy. But, while blogging has been known to help brands boost leads, SEO, and credibility, many busy marketers might still worry that blogging's effectiveness could be losing steam. Fears that "blogging is dead" haven't been eased by research. Recently, when we polled over 300 people to ask them how often they read blogs, roughly 40% said "never." This followed HubSpot's Not Another State of Marketing Report, which revealed that blogging fell from the first to third-most-common content strategy between 2018 and 2020. But, before you get wrapped up in all the negative data, it's important to remember that blogging is still incredibly valuable to marketers -- but the way you approach blogging matters more than ever. And, while our past survey found that 40% of people never read blogs, it conversely revealed that 60% of consumers read this content regularly. The truth is, blogging is alive and well. You'll just need to work a tiny bit harder to persuade people to read your content than you have in the past. So, what's one way to get into a consumer's head and figure out how to motivate them to read your blog? Performing another survey. Rather than asking more than 300 people, "Do you read blogs?", I recently launched a follow-up Lucid survey that asked, "Why do you most commonly read blog posts?"...

Do Blog Posts Actually Lead to Purchases In our 2021 Executive Marketing Leadership Survey, 20% of marketing leaders described company blogs as one of their "most important channels" for hitting goals. The enduring importance placed on blogging isn't shocking. Not only can blogs boost your SEO, overall site traffic, and online presence, but they can also help prospects learn more about your industry, brand, product, or service. But, starting and running an effective, traffic-generating blog requires a lot of time and energy. And, if you're a marketing manager on a tight budget, you might only be interested in tactics that directly benefit your bottom line. As you determine how you'll invest your time, effort, and money in 2021, you might ask yourself, "Will my blog posts actually lead to purchases?" To help marketers answer the question above, we surveyed nearly 300 consumers using Lucid software to learn if reading company blog posts had ever led them to make purchases from that brand. Do Blog Posts Lead to Purchases? While the growth of other content strategies, like video marketing, might have you thinking that consumers will only buy products after seeing them on other platforms, you might be surprised by how consumers responded to our survey question. When we asked, "Have you ever purchased something from a company after reading a blog post from them?", a whopping 56% said, "Yes." Data Source While blogs are no longer the most commonly used type of marketing content, data like...

Should You Be Blogging For Enterprise Customers? Yes, Here's Why. When I sit down to write a blog post, I stick to a routine that has some flexibility. The way I write changes from time to time, but two things never change: who I'm writing for, and how to deliver the best experience. When you sit down to write, what are some of the questions you ask yourself? Are you keeping your audience in mind? For example, if you are writing for enterprise audiences, how are you framing that content to achieve your goals? If you're writing for the professional who is part of a large organization, how does your blog cater to their needs? Though an enterprise audience is a smaller number of people to reach, blogging for those customers can be a huge driver for ROI and acquisition. Many marketers agree — blogging is an important part of their content strategy. Blogging does way more than populate your website with content. Did you know that B2B marketers obtain over 70% of their leads from blogging? Or that businesses that prioritize blogging are 13x more likely to see a positive ROI? When you blog for customers, you're not only providing useful content. Properly optimized posts lead to an increase in brand awareness and conversions. Enterprise customers have their own set of unique needs and challenges, separate from customers in a startup. Your blog can assist with these needs, like how to manage a positive scale within a...

Does Your Blog Need Its Own Social Media Channels? If you were to take a quick scroll down my Instagram feed, you'd see the three types of accounts I follow: reality TV stars, musicians, and food bloggers. Yes, you read that right: food bloggers. And, while it might sound a little out of the ordinary that blogs are popping up on social media channels, like Instagram, it's not an out of the ordinary practice. Blog owners can see great success on social media. They can engage with followers, use hashtags to find new ones and expand reach, and promote their posts. For instance, one of the bloggers I follow, Sweet Simple Vegan, has over 200,000 followers and posts new content daily. Source But, how do blog owners, like Sweet Simple Vegan's Jasmine Briones, know whether social media is the right choice for their blogs? And … does every blog need social media? Every business is unique, and so are each business' goals. If you're trying to make that decision, read on to figure out whether or not your blog really needs social media. How to Know if Your Company Blog Needs Social Media You may be on the fence about whether or not your blog needs social media channels. According to one of HubSpot's social media marketing managers, Kelly Hendrickson, "If you’re asking yourself if your business’ blog should have its own social channels, the first question you should ask is, 'What is the goal of...