With 5.5 billion people 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 definitely worth the effort.
Spoiler: it’s. It’s probably the greatest methods to determine 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 beneficial for driving inbound leads — and strengthening your total advertising and marketing plan.
Desk of Contents
What’s enterprise running a blog?
Enterprise running a blog is strictly what it appears like: utilizing weblog content material to develop what you are promoting.
Entrepreneurs who participated in HubSpot’s 2025 State of Blogging Report report running a blog for numerous causes, however greater than half mentioned they achieve this for model consciousness (66%) and buyer engagement (53%).
With AI making it simpler to create half-way first rate content material, mediocre doesn’t minimize it anymore. I don’t imagine it ever actually did, however now that the bar is greater, dumping a bunch of low-value posts on-line simply for website positioning isn’t the place you need to make investments.
The largest advantages in running a blog for enterprise and advertising and marketing kick in if you give attention to high quality and:
- Converse to your prospects (wherever they’re on their journey)
- Reply their questions
- Supply thought-provoking info that present why you’re the knowledgeable
Achieved proper, your weblog can construct momentum — and gasoline all the things else you’re doing. What’s extra, your e mail, social media also can 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 starting your business, I firmly imagine 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 revealed. (Which, by the way, is one thing I educate purchasers and entrepreneurs the way to 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 firms deal with their weblog as an area for firm updates — new hires, acquisitions, and different newsworthy data.
And certain, your weblog is completely the correct place to share that. In case you’re sending out press releases, why ship the site visitors elsewhere? Internet hosting these updates in your website means you get the visibility, the clicks, and the algorithm juice when folks come in search of the main points.
That’s an enormous win in and of itself. However, it’s solely a part of the story.
I take a look at enterprise blogs as a central hub for all the things you publish — and it’s one that you simply 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 what you are promoting. (Extra on that under).
So what sort of content material ought to name your weblog residence?
I need to encourage you to suppose exterior of the announcement field and think about including the next to your content material technique:
- Solutions to the questions your prospects are already asking
- Behind-the-scenes breakdowns of how you’re employed or clear up 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 occurring 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 beneficial content material, your viewers will take discover.
In actual fact, I need you to consider your weblog as a house base.
It turns your weblog right into a one-stop store in your content material whereas making it simpler to maximise your efforts, repurpose your content material, and be sure all the things you’re doing works towards your targets.
2. It builds authority and credibility.
What’s the very first thing folks do after they need to learn about your organization?
They Google you.
For my part, that’s the most important job of having an internet site within the first place. They will see that you simply’re the true deal.
Your weblog builds belief by exhibiting your rising viewers the way you suppose and giving them insights into who you might be as an organization.
In different phrases, by exhibiting your stuff as an alternative of simply telling, your weblog units you up as a plausible knowledgeable. And on the finish of the day, that is why many select to start a blog.
It additionally helps your gross sales course of, typically greater than you suppose.
Some folks will learn a number of posts earlier than ever reaching out. Others may land on one useful article and resolve you’re price a dialog. (Yay, inbound — and that’s the objective of website positioning running a blog!)
And in the event you’re preserving monitor of the questions your prospects are asking (which I at all times suggest), your weblog turns into a useful resource you’ll be able to ship as an alternative of rewriting the identical solutions over and over.
That form 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 simply publish erratically, Google definitely does. So whereas frequency doesn’t must imply posting every single day, I like to recommend a daily cadence to maintain the search engine gods completely happy.
Professional tip: Having hassle with the “constantly” half? A device like HubSpot’s AI blog writer will help you generate beneficial content material in minutes.
All in favour of different AI instruments? I wrote this article to compare 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 domain authority. And never each enterprise goes to make website positioning the precedence proper out of the gate.
That’s okay.
Whenever you’re beginning out, I really suggest the other — 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 may at all times optimize later.
Professional tip: Even when website positioning isn’t your prime precedence, I nonetheless suggest structuring your post so search engines can easily crawl it, and optimizing for a number 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 need is so that you can hit publish in your weblog and depart it stranded in our on-line world, by no means touching it once more.
In case you’ve gone to the hassle of making actually nice content material, you should squeeze each little bit of worth from it.
I educate a content material technique that begins along with your targets and occasions, utilizing them to gasoline your new content material — and your different advertising and marketing efforts.
Each time you publish a 1500-word publish, 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 might be able to repackage the concepts into webinars, ebooks, and extra.
Observe: I’m utilizing 1500 phrases as a ballpark. Yours might be a lot shorter or for much longer.
I’ve seen a single weblog publish gasoline a complete quarter of promoting. That mentioned, I often suggest publishing month-to-month if and when you’ll be able to.
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 splendid prospects.
However the early days of the web are gone, and few folks randomly stumble over your property web page with out some form of search intent.
Normally, they land in your website as a result of they know your identify, you’ve paid to indicate up of their feed, or your website positioning methods are working as supposed.
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 publish you publish is one other likelihood to indicate up when somebody Googles a query you’re certified to reply. And in contrast to adverts, that visibility doesn’t flip off when your funds runs out.
Excessive-quality, useful, and engaging blog content helps you drive the form of site visitors you need to see, so long as it’s written with conversion in thoughts.
That doesn’t imply promoting onerous in each publish. As a result of your objective needs to be to information folks 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 following level.
5. It helps convert site visitors into leads.
Everybody loves site visitors, nevertheless it’s solely nice if it’s really the correct folks heading to your website.
Sadly, site visitors means nothing if it doesn’t translate to cash within the financial institution, although it may give you a number of good knowledge for future content material, messaging, and website enhancements.
That mentioned, site visitors is a numbers recreation. Solely a fraction of the parents who land in your weblog will take any form of motion to show right into a lead. Of those who do, solely a small share will flip into alternatives, and a smaller portion but will change into purchasers.
The method appears to be like one thing like this:
A whole lot 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 have interaction folks even when they don’t change into consumers.
That’s why good content material is barely the start line — you must ensure you’re making it simple for readers to maintain shifting. The best approach to do that is by including a clear call-to-action to each weblog publish.
That doesn’t imply including a pushy CTA to each paragraph. As an alternative, I need you to look by means of your present content material to see what else could be useful to your readers. May very well 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 easy, considerate calls to motion make — so long as they movement naturally with the publish and are associated to the issues you’re fixing for.
Probably the greatest running a blog advantages is changing site visitors into gross sales — so long as you don’t let your posts change into useless ends.
6. It boosts your website positioning and link-building potential.
I’ve talked loads about how blogs make it easier to present up in search, so I gained’t go an excessive amount of deeper into website positioning key phrases or optimization.
What’s extra vital is that your content material needs to be price linking to.
Backlinks occur when different websites hyperlink to your content material — and so they’re nonetheless a giant deal for website positioning.
Backlinko’s 2025 data exhibits that the primary outcomes on Google common practically 4x the quantity of backlinks than these in positions 2-10. Sadly, 94% of all content 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 website surge greater in Google rankings.
Remember that it’s not simply people deciding to hyperlink to your website.
As AI-powered search instruments change into extra frequent, they’re referencing and citing authoritative content material, which implies that you may simply get extra site visitors to your website through ChatGPT. (You may even monitor a few of this in Google Analytics — here’s how.)
Meaning your weblog can acquire much more publicity — and credibility — with out additional 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 whilst you sleep).
I often discuss your web site as a 24/7 salesperson who works even if 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’ll be able to set off a long-term technique that builds momentum over time.
In response to HubSpot’s 2025 State of Blogging Report, 50% of entrepreneurs noticed greater ROI from running a blog in 2024 in comparison with 2023.
That alone is motive to maintain at it. And the info backs it up. 45% of entrepreneurs whose firms weblog say they’re investing extra in 2025.
I see this as proof of what I’m seeing within the wild — constantly 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 publish right now.
- 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 if you aren’t actively selling the publish.
Now, I don’t need you to relaxation in your laurels by publishing and ghosting. However you’ll be able to 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 website positioning. And bear in mind, there are many causes companies may need to start a blog.
Not each weblog publish must drive site visitors or convert like loopy to be beneficial.
Generally, I exploit the weblog to check out messaging earlier than I construct an entire marketing campaign. It’s quick, low-cost, and approach simpler to pivot if one thing doesn’t land.
Different occasions, a publish helps me study extra about what my viewers cares about — or doesn’t. And typically, it’s simply enjoyable — a chance to publish a scorching take or one thing enjoyable that humanizes the enterprise.
Able to dive in? Our information on how to start a successful blog has all the things you want.
Methods to Begin Running a blog for Your Enterprise
By now, you’ve seen how running a blog can help what you are promoting — 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 need it to be this:
The advantages of running a blog don’t come from publishing extra content material. They arrive from publishing the proper content material—deliberately and constantly.
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 if you begin with technique and layer in thought management and experience.
Editor’s Observe: This publish was initially revealed in November 2020 and has been up to date for freshness, accuracy, and comprehensiveness.
