A company’s website is often the first place a potential customer interacts with your brand, but that first impression depends on more than just good design or clear navigation. What turns a visitor into a returning lead or loyal customer is fresh, helpful content. That’s where a blog comes in.

A strategic blog can help your website:
·      Drive more traffic by increasing your visibility in search engines and giving you more opportunities to rank.
·      Generate more leads by guiding visitors toward conversion through helpful, trust-building content.
·       Build authority by positioning your brand as a credible, knowledgeable voice in your industry.

Let’s take a closer look at each of these benefits.

1. Blogging drives more traffic to your site

Blogging increases your chances of showing up in search engine results by giving you more indexed pages. Search engines favor fresh, keyword-rich content, and every blog post is a new opportunity for your site to rank for relevant search queries.

In fact, companies that published 16+ blog posts per month got almost 3.5 times more inbound traffic than companies that published between 0–4 monthly posts, according to HubSpot.

The more often you blog, the more entry points you create for potential customers to discover your brand.

High-quality blog content also supports your overall content marketing strategy, improves your content marketing ROI, and gives you additional material to share across social media and email campaigns.

This means that just having a blog isn’t enough. The value is driven by both the quantity of posts published per month and the quality of your content.

Real-world example: When Badgley Phelps, a top Pacific Northwest wealth management firm, wanted to reach a younger generation while maintaining trust with their long-standing clientele, we helped launch their first ongoing content marketing program, which included publishing a consistent stream of keyword-rich blog posts. We built a library of 212 blogs, which resulted in:
·      325% increase in new website users
·      603% increase in unique blog pageviews for the top three blogs of the year
·      Efforts contributed to firm growth from $2.5 billion to more than $6 billion in assets

2. Blogging generates more leads

A blog gives you a platform to educate, inspire, and build trust with potential customers. When done right, it leads visitors toward conversion, whether that’s signing up for a newsletter, downloading a resource, or contacting your team.

Companies with blogs generate 67% more leads per month than those without blogs, according to HubSpot. And simply increasing your blogging cadence can make a meaningful difference to not only your website traffic but also your lead generation. Businesses that blog 6–8 times per month nearly double their leads compared to those that post 3–5 times (HubSpot).

Resource: Want more information on developing a comprehensive lead generation strategy? Check out our blog post on the 10 steps to launching a successful lead generation strategy.

3. Blogging builds trust and authority

Publishing blog content that answers real questions and solves real problems helps position your brand as a credible expert in your industry. Rather than pushing your product or service, a blog lets you provide value upfront. Over time, this builds trust and positions you as a thought leader.

According to a LinkedIn and Edelman report, 64% of buyers say that an organization's thought leadership content is a more trustworthy basis for assessing its capabilities and competency than its marketing materials and product sheets.

An active blog also keeps your site dynamic, which signals credibility to both users and search engines and makes your website more likely to attract links, shares, and return visits.

“When blogging is intentional, aligned with your audience’s questions and your brand’s point of view, it becomes one of the most efficient and effective ways to build trust,” says Molly Musler, GA Creative's Director of Content.

Blogging is a powerhouse in your content strategy
Yes, blogging drives traffic, generates leads, and supports thought leadership, but its impact goes even deeper. Blogging is often the foundation of a successful content marketing program because it fuels the rest of your efforts. Long-form, in-depth blog posts provide rich material that can be repurposed across your entire marketing ecosystem.

One well-written blog can be transformed into:
·       A series of social media posts
·       An email newsletter
·       A LinkedIn article
·       A script for a YouTube video

This approach helps teams save time, stay consistent across channels, and get more value from every piece of content you create.

Common concerns about blogging

Blogging might seem like an outdated strategy or a time-consuming task you just don’t have bandwidth for. But before you rule it out, here are three common myths we hear and the truth behind them:

“Isn’t blogging dead?"
No. Blogging continues to be a key driver of SEO visibility and long-term brand trust. In fact, Google’s algorithm still prioritizes in-depth, helpful content and blogs are one of the best formats to deliver just that.

“We don’t have time to blog consistently.”
Although more consistent blogging does have benefits, many of our clients find success by publishing just 1–2 high-quality blog posts per month and using those as the foundation for other marketing content. In addition, outsourcing blog writing can not only help you grow your content library but also give you that long-form content from which you can develop many other creatives, stretching your marketing dollars further.

“We tried blogging before and didn’t get results.”
Often, this comes down to a lack of strategy. A blog needs keyword research, compelling topics, clear CTAs, and thoughtful promotion to perform the very best it can. Our content experts are here to partner with you to discuss the best blog strategy for your business.

Ready to grow through blogging?
Are you seeing results from your blog, or just checking the box? If your content isn’t pulling its weight, it might be time for a more strategic approach. Let’s talk.