Blogging can feel outdated to most business owners, as something that died when everyone moved to Instagram and TikTok.
Except the data tells a different story. Businesses with active blogs can generate around 67% more leads than those without, and small businesses that blog consistently have been shown to see around 126% higher lead growth than those that don’t.
These are big numbers that can make a huge difference when it comes to scaling your business and used strategically, blogs can still play a significant role in a successful marketing mix.
Key Takeaways
- AI search engines like ChatGPT and Perplexity are now used at massive scale, with Perplexity alone processing 780 million search queries in May 2025, and AI tools increasingly favour original, in‑depth blog content when choosing what to cite.
- Businesses that blog see 55% more website traffic and 13x better ROI than those without blogs
- Blog content works 24/7, generating leads years after publication whilst social posts disappear in 24 hours
- One strategic blog post can be repurposed into weeks of social content, emails, and sales materials
- Blogs build authority, answer customer questions, and feed modern AI-powered search
Should Your Business Be Blogging?
Not every business needs a blog, but most do. Here’s how to know if blogging makes sense:
Your customers are searching for information.
If your target audience uses Google, ChatGPT, Perplexity or wider AI search tools to research solutions before buying, you need discoverable content answering their questions.
You can commit to quality and consistency.
Publishing sporadically or producing thin, low-quality content does more harm than good. Better to have no blog than one that makes you look half-hearted.
You have expertise worth sharing.
Blogs work when you can provide genuine insight, not just repackaged generic advice anyone could write.
If you’re prepared to take blogging seriously and can offer your audience valuable information they’re actively looking for, your business should almost certainly be blogging.
AI Search Has Changed How Readers Consume Information
Whilst you might be a little late to the blogging table, things have dramatically changed in how people find information online.
ChatGPT dominates with around 80% of the global AI chatbot market share, making it the default assistant people turn to when they want quick answers and solutions, while Perplexity AI grew from around 230 million to 780 million monthly queries between August 2024 and May 2025. A study by Botify and DemandSphere showed that Google’s AI Overviews now appear in around 47% of search results.
These AI tools aren’t just search engines, they’re answer engines. They read multiple sources, synthesise information, and present direct answers with citations to original content.
Overwhelmingly they cite detailed, well-structured blog content from sites with established authority. When someone asks ChatGPT about problems you solve, where does your business appear in that answer?
If you don’t have comprehensive blog content, you don’t appear at all, while your competitors with active blogs that support readers with useful, trustworthy information become the cited authorities.
76.1% of URLs cited in AI Overviews also rank in Google’s traditional top 10, suggesting that high‑quality content often performs well in both traditional search and AI‑powered answers. You’re not choosing between old SEO and new AI – good blogging works for both. willing to pay.
Business Benefits of Blogging in 2026
Increased Visibility and Traffic
Search engines favour blogs because they provide fresh, relevant content with natural opportunities for keywords, internal linking, and backlinks. HubSpot notes that businesses with active blogs have 97% more inbound links and 434% more indexed pages, significantly increasing their visibility.
Every blog post creates another entry point for potential customers to discover you and more content equals more ways to be found.
Building Authority and Trust
Your blog demonstrates expertise and gives your business a voice. Blogs can significantly increase perceived credibility and help build brand awareness by consistently demonstrating expertise and answering customer questions.
When prospects research your industry and consistently find your content answering their questions, you become the trusted authority before they’ve ever spoken to you. Trust shortens sales cycles and increases conversion rates.
Lead Generation That Compounds
Multiple industry studies have found that companies that blog consistently can generate around 60–70% more leads than those that don’t. Unlike paid advertising where leads stop the moment you stop spending, blog content generates leads indefinitely.
A well-optimised post published in 2022 can still drive traffic and leads in 2026 without ongoing investment. That compounding effect means your blog becomes more valuable over time, not less.
Long-Term ROI
A social media post has a 24-hour lifespan. A blog post can generate organic traffic for years. Unlike paid ads that disappear the moment your budget runs out, blogs deliver long-term return on investment.
Marketers who prioritise blogging are up to 13x more likely to report positive ROI from their marketing efforts than those who don’t. That’s not magic – it’s content that continues working long after it’s published.
How to Run a Successful Business Blog
Create High-Quality, Valuable Content
Write about topics where you have genuine expertise and your audience needs help. Answer real questions and solve actual problems that they are struggling with. Don’t just fill space with generic advice anyone could write.
Long‑form, detailed content tends to perform best.
As a guide, aim for 1,200–2,000 words for most strategic posts, focusing on depth rather than padding, as long‑form content tends to perform best. Not only does this support the reader, but AI engines need substance to extract and cite.
Follow SEO Best Practices
Keyword research identifies what your audience is searching for and guides your content topics. Use structured headings, clear meta descriptions, internal links, and relevant images so both search engines and humans can easily understand your content.
But don’t sacrifice readability for SEO. Write for humans first, optimise for search engines second.
This remains best practice and aligns with Google’s emphasis on E‑E‑A‑T (Experience, Expertise, Authoritativeness, and Trustworthiness) in its quality rater guidelines.
In 2026, search engines don’t just want facts; they want to see that the person writing the article has real‑world experience and professional expertise.
Know Your Audience
You understand your customers better than anyone, so write about what they’re actually struggling with, not what you want to talk about. Whether it’s problem-solving, industry news, or practical guides, content that addresses real needs always performs best.
Maintain Consistency
Publish regularly. Irregular updates damage performance and credibility. Whether it’s weekly or fortnightly, stick to a schedule. Consistency in tone, style, and quality builds trust with both your audience and search engines.
Make Content Scannable
Use clear headings, short paragraphs, bullet points, and bold text to break up content. Most readers scan before deciding whether to read deeply, so make it easy for them to find the information they’re looking for.
Common Blogging Mistakes to Avoid
Being too sales-focused
Nobody wants to read thinly disguised sales pitches. Provide genuine value first and build trust. The commercial opportunity follows naturally.
Ignoring calls to action
Guide readers on what to do next. Subscribe to your newsletter. Download a resource. Contact you for more information. Don’t leave them hanging.
Obsessing over word count
There’s no magic number. Write as much as the topic needs, no more, no less. A focused 800-word post beats a rambling 2,000-word piece every time.
Publishing inconsistently
Sporadic posting damages your credibility and confuses search engines about whether you’re an active, authoritative source.
How Blogging Amplifies Other Marketing
Blogging’s integration with other marketing channels is why it remains so effective. A blog isn’t a standalone tactic – it’s the foundation everything else builds on.
Social Media
- Every blog post provides multiple excerpts for LinkedIn posts, Instagram stories, and Facebook updates. One long-form piece can fuel social content for weeks.
Email Marketing
- Blogs give you valuable content to share with subscribers, keeping newsletters interesting and useful rather than purely promotional.
Video and Podcasts
- Blog posts frequently become the basis for video scripts or podcast episodes, expanding your reach across different content formats.
Sales Enablement
- Your sales team can share relevant blog posts that answer prospect questions, educate potential customers, and handle objections before they arise.
By coordinating your blog with other marketing activities, you create a more cohesive and efficient strategy.
Blogging Trends for 2026
The fundamentals remain constant, but several factors are increasingly important:
AI and Human Balance
AI tools help with research and ideation, but human insight, experience, and brand voice are essential for differentiation. Search engines and readers both value authenticity.
E-E-A-T Matters More
Google increasingly prioritises content created by subject matter experts with real experience. Experience, Expertise, Authority, and Trustworthiness aren’t just buzzwords – they’re ranking factors.
Voice Search Optimisation
As voice search through phones and smart speakers grows, conversational phrasing and question-based content become more important.
Visual and Interactive Elements
Videos, infographics, and interactive tools within blogs increase engagement and shareability.
Turn Consistent Blogging into Traffic, Leads and ROI
Blogging remains one of the most effective marketing strategies available and success isn’t gated by needing huge budgets, but by building comprehensive libraries of valuable content that answer customer questions, demonstrate expertise, and feed AI-powered search engines.
Social media is borrowed space where posts are quickly forgotten. Your blog is your own platform, steadily building value with every piece of content.
If you’re willing to commit to creating quality content consistently, blogging delivers measurable results: more traffic, more leads, higher authority, and better ROI than most alternatives.
If you need help developing a strategic content approach that drives results rather than just filling space on your website, get in touch to discuss how we can turn your expertise into content that works for your business.
