The internet has changed a lot since the first blogs were posted in 1994. Back then, the internet was like an open highway – free for anyone to post a point of view and get discovered.
Today, the internet is more like I-405 at rush hour – it has roughly 1.1 billion websites all competing for rankings. Nearly one third of those websites have a blog and roughly 2.7 billion pieces of content are generated online each year, according to MasterBlogging.
All these stats may leave you wondering: should businesses blog in 2025?
The answer is: ABSOLUTELY. Blogs may look different than they did 30 years ago (thankfully!) and bloggers may be facing new challenges, but blogging continues to be a critical marketing strategy for both B2C and B2B businesses. There are a few reasons why businesses should continue blogging in 2025 and beyond.
1. Consumers and businesses are still hungry for information.
The internet is crowded, and the rise of AI-generated content won’t make the situation any better. Back in 2023, PCWorld was already warning that spam sites with AI-generated text were filling up the internet and causing headaches for both users and advertisers. This means it’s harder to make your website stand out, but it doesn’t mean it’s not worth trying. People are hungry for high-quality information they can trust. If you provide such content, potential customers will value it and keep coming back to your website.
2. You have full control over your blog (unlike your social media accounts).
On January 18, 2025 – hours ahead of a ban – TikTok shut down in the U.S. It was soon reinstated based on hopes that the ban would be delayed. However, according to Reuters, some users had already deleted the app and couldn’t download it again because it had been removed from Apple and Google app stores.
Social media is great, but it shouldn’t replace your blog. Social media channels come and go. Even if you’re not worried that your platform of choice will shut down, other changes could still hurt your reach. The social media platform could:
- Change its algorithm, reducing your engagement.
- Change the way it displays images, making your previously beautiful posts look ugly.
- Make a decision that outrages users – including your followers – and prompts them to leave the site.
- Unjustly flag your account as spam, resulting in your posts being hidden.
In addition, someone could hack your account, resulting in you losing access to it and meaning you have to start over with a new account.
Any number of things could happen that you have no control over.
A blog is different. You manage the website and decide what to post and how to display it. If one social media platform no longer works for your business, you can pivot to a new platform. Meanwhile, your blog will remain a constant source of information that your target audience can count on.
3. Your blog promotes the rest of your website.
One of the main reasons businesses blog is to implement SEO strategies that help their websites rank high in Google and other search engines. You need visitors to come to your website and to build brand awareness – a blog can help you do that by pushing your website to the top of the search results.
Once again, social media also helps, but it has limitations. For one thing, social media platforms may penalize posts with links. They want to keep users on their platform, not direct them to other websites – but that’s the exact opposite of what you want. With a blog, you can link to other pages on your website as much as you want.
Social media content also tends to be short lived. You need to keep posting new content every week or even every day because it quickly becomes buried and forgotten. Your blog, on the other hand, can be evergreen. Many of your blog posts will continue to rank and attract visitors weeks, months, and even years after you publish them. And when content becomes a little outdated, all you need to do is update it.
4. Your blog posts support your buyer’s journey.
Blog posts support every stage of the buyer’s journey.
- In the initial stage of the buyer’s journey, the user isn’t ready to buy. Users may not even be thinking about buying yet – they’re just looking for information on the problems they’re facing. Blog posts should focus on the common problems your audience faces. This is a good time to show your value, build trust, and raise awareness. If you succeed in offering helpful insights, readers will come back to you.
- In the second stage of the buyer’s journey, the user still isn’t ready to buy but is starting to look at potential solutions more closely. To support users at this stage, provide in-depth content. For example, you could offer white papers and then create blog posts to promote the white papers.
- In the final stage, the user is ready to make a purchase and only needs to select a provider. To encourage users to choose you, provide case studies, decision trees, and other types of content to guide decisions along with blog posts to promote these pieces.
Business Blogs: FAQ
Blogging are a highly-effective way to improve search engine rankings for your website, gain a loyal audience, build brand awareness, and provide support to users at each stage of the buyer’s journey – but it’s important to do things the right way. The following FAQ should answer your questions to help you implement an effective strategy.
FAQ:
This is not either/or – you need both a blog and social media. Think of your blog articles as the foundation of your content strategy. Your social media helps bring visitors to your blog, while your blog provides a continuous source of quality content you can promote via social media.
Again, it’s not an either/or situation. Pairing podcasts or videos with written content should make your strategy even more effective. Write a companion article on the video or podcast topic and then embed your video or podcast into the article – this will allow users to choose their preferred content consumption method. It’s good for SEO and a great strategy for making your site accessible to everyone.
It’s fine to use AI as an aid to generate ideas, but it’s important to rewrite the text to give it a human touch. Focus on adding variety, context, and expertise. It’s important to establish your website as a trusted authority – generic content created by AI won’t achieve this. In addition, AI-generated articles that do not feel human typically don’t perform well. If you use AI to research a topic, verify all the sources, as AI-generated content sources are not always accurate.
Selecting blog topics is both an art and a science. One option is to be systematic, looking at keyword phrase search volume and analyzing your own website traffic numbers to see what’s popular with current site visitors. Another is to pay attention to questions that clients are asking or problems that are likely to arise based on recent developments. Also think about the types of business you’d like to attract and find topics that are relevant for this kind of audience.
Most importantly, your focus should be on helping your audience solve its problems, not on directly promoting your services or products. Although there is some room for self-promotion – especially in the call to action – people aren’t visiting your site for a sales pitch. If your blog reads like an ad, readers will leave.
Although there’s no strict rule for how often you need to publish new content, it’s important to keep your blog active, which means you need to be blogging consistently. A good goal is to post once a week – twice a week is even better.
In addition to posting brand-new content, update some of your best old blog posts. This will keep your blog fresh.
An editorial calendar is a great way to stay organized and ensure you post regularly. Otherwise, you may find you go months without creating any new blog posts.
Need more help fine-tuning your blogging strategy? These resources will help:
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