Do I Really Need to Blog for My Business?

Wondering if you really need to blog for your business? The short answer is... usually.

But if you’re going to do it, do it strategically.

Blogging can be hit or miss. Most business blogs miss. Not because blogging doesn't work, but because it’s done without a strategy. A well-planned content strategy can build trust, grow your audience, and ultimately support your sales goals. 

But just throwing up a blog post now and then? 

That won’t cut it.

Blogging Should Match the Customer Journey

One of the biggest mistakes I see is businesses only writing one type of blog post. Usually top-of-funnel (TOFU) content like “5 Tips for X” or “How to Do Y.” 

These are great for attracting new readers, but they’re just the start of the customer journey. And AI Overviews have been devouring much of these quieries.

A strong blog strategy includes a mix of:

• Top-of-funnel (TOFU): Educational, broad, and helpful content that brings in readers who are just starting to explore a problem or interest.

• Middle-of-funnel (MOFU): Content that addresses more specific needs, shows how your service or product helps, and begins to build real trust.

• Bottom-of-funnel (BOFU): Focused, persuasive content meant to help someone make a decision—like buying, booking, or reaching out. This is your money content!

Real-Life Content Examples (Let’s say you're a web designer):

• TOFU Example: “How to Tell If Your Website Is Costing You Customers”

• MOFU Example: “5 Small Business Websites We Redesigned and the Results They Got”

• BOFU Example: “Our Web Design Packages: What’s Included and How to Get Started”

These different stages of content should each have their own call to action (CTA) - (and yes EVERY one should have a CTA):

• TOFU posts might point to a lead magnet to build your email list. Like this one…

• MOFU posts might encourage readers to watch a case study video or read testimonials.

• BOFU posts should make it easy to take action: book a call, request a quote, or make a purchase.

Note: I can help you out with your Content Strategy if it seems too complicated on your own! 

Blogging Builds Trust… and Internal Links

Blog content isn’t just for Google. It’s also a great way to show your audience that you know what you’re talking about and that you care about helping them, not just selling to them.

Beyond trust-building, every blog post is a chance to improve your site structure through internal linking. This helps users navigate your site and sends strong signals to search engines about how your content is related.

Want to learn more about the benefits of internal linking? Check out this article by SEOClarity. 

But What About Blog Conversions?

This is the big question. And the honest answer is: conversions from blogs can be tough to track.

That doesn’t mean they’re not working. It just means the impact might be indirect. Let’s say someone finds you through an informative blog post. They’re not ready to buy yet, but they download your free guide and start getting your emails. A few weeks (or months!) later, they Google your business name directly and book a discovery call.

To your analytics dashboard, that looks like a “direct” conversion. But in reality, it was a journey:

Blog ➝ Lead Magnet ➝ Email Marketing ➝ Direct Visit ➝ Conversion

Marketing doesn't happen in silos. Most conversions (especially for services or high-ticket offers) come after multiple touch points.

While the number of touchpoints before making a sale varies widely by industry, the average number for even small purchases (less than $100) is 6-8 touchpoints. That number doubles as the purchase value increases to $100-$1000. (Source) 

So imagine you are selling a service that costs $400. To gain a new client, you’re going to need to have more than 10 touchpoints with them! It sure makes tracking which one finally converted in the end! 

That being said, EVERY blog post should have a solid Call To Action.

EVERY POST.

When Blogging Makes Sense… and When It Doesn’t

Not every business has to blog. But if your services require trust, education, or long-term relationship-building, blog content can be one of the most effective (and affordable) tools in your marketing toolkit.

Here’s when blogging can be especially helpful:

• You want to drive organic traffic to your site.

• Your audience needs education before they’re ready to buy.

• Your sales cycle involves multiple steps or longer decision-making periods.

• You want to grow an email list or retargeting audience.

• You want to build SEO authority over time.

Here’s when you might skip blogging (for now):

• You have no capacity or budget for consistency.

• Your customers buy quickly and based on price alone.

• You have a more effective, proven lead-gen channel already working.

My personal opinion is that everyone could benefit from blogging. But you have to determine if you have the time to research your topics and keywords effectively (so that you aren’t writing into a void) and the time to write the actual content! 

Final Thoughts

Blogging can help your business grow, but only if it’s built around the full customer journey, optimized with clear calls to action, and supported by other marketing channels like email and social media.

Done well, blog posts become more than traffic magnets. They become trust-builders, lead generators, and silent salespeople working in the background 24/7.

Want help building a content strategy that actually works?

Or download my free guide: “7 Quick Wins to Optimize Your Blog”

FAQs

Can I just hire someone to write my business’ blog? 

Many small businesses hire someone specifically to do their content writing, and this can be a great strategy IF they know your brand, voice, audience, and strategy. Make sure to get some writing samples.

Can I just use AI to write my content? 

I wouldn’t recommend just straight using AI to write all of your content. Instead, use it as a tool to help you. Start by writing your rough draft first, then ask for a revision and more ideas. After you’ve done your keyword research, ask AI to help you implement it into your article. It’s important to keep your brand voice, experience, and unique perspectives into your articles. If you don’t, you don’t offer anything special for anyone to read, and search engines won’t show it. 

What if I prefer doing videos or podcasts instead of blogging?

Great! You can easily turn that content into a blog post and embed your video or podcast right onto the page. You’ll get on the on-page SEO boost and provide multiple access points to your content.

I have some old blog posts, but haven’t added to it in a while. Should I make new content?

Yes and no. First, you need to determine if your old content is still preforming and still relevant. Anything that is outdated will need to be updated with correct information or removed. For old content that is still relevant, you can actually do a refresh to get some great SEO boosts. Here’s how to optimize your existing content.

Next you need to develop a strong content strategy to determine what gaps you have in your blog. So do a healthy mix of refreshing old content and strategically planning new content.