5 fab reasons why every creative and purpose-led business should be blogging

While blogging can sound like something really quaint from 2009 that has no place in today's social media-driven world, it's actually still one of the very best ways to draw people to your website.

Looking at it from a data point of view backs this up: research from HubSpot shows that businesses who blog generate 67% more leads than businesses who don't. And 82% of marketers see consistent return on investment from blogging.

On a personal level, I've seen blogging get immense results for my clients. As a copy and content writer who regularly writes blog posts for creative and purpose-led business, I've seen first-hand just how powerful a blogging strategy can be for SEO, pushing a client's site further up Google's rankings and generating more leads.

It also applies to my own website: I launched Written by Helen in early 2025, and it was some of my blog posts that started to show up first (and rank highly) for the keywords that I was targeting.

Blogging really does get results – here are five of the reasons why you should be doing it.

1. Blogging positions you as an expert in your field

One of the ways that Google ranks your website content is on EEAT – experience, expertise, authority and trust. Blogging helps to tick every single one of these, offering you the chance to take a deep dive into subjects that are relevant to your business and that also answer questions people are asking.

So if you're a fertility nutrionist, for example, you could do a blog post on a plant-based diet that supports fertility. A brand photographer could do a detailed blog post on how to choose the best location for a brand shoot, or the accessories that can help bring brand photos to life. A counsellor could write about the differences between CBT and person-centred therapy.

Writing helpful, specific and detailed posts like this helps people to find your website, and automatically starts to create trust and like in what you do. Which means they're more likely to explore your services on the rest of your site, and end up working with you or buying from you.

2. Blog posts can be easily turned into social media posts

Writing a blog post is not always a quick task (unless you use AI to do it, but please don't – more on that below), but your hard work can easily be repurposed for your social media channels.

One blog post can easily generate several social media posts. Pick out the main points from your post and put them on an Instagram text carousel, then add a link to the full post to drive traffic to your site. Use the opening paragraph or two in a Facebook or LinkedIn post and signpost readers to the rest on your website. Invite comments from people, especially if it's a more controversial topic, or one you think will spark a conversation.

Because your followers won't see every social media post you create, you can also repeat it a few times, varying the format or the highlights you use from the post.

This also works in reverse. Identify any Facebook, Instagram or LinkedIn posts that have got lots of attention or comments, and see if you can turn them into a blog post. If people on your social media feed were interested, there's a really good chance that Google searchers will be too.

3. A blog post is forever

While a social media post will gain most of its attention within the first 24 to 72 hours, then be buried by an avalanche of other posts in people's feeds, blog posts last forever. They hang out on your website, full of lovely info and insight, happily waiting for the moment when they're returned in a search and discovered by the perfect client.

4. Blogging gives your website a fresh stream of content (hint: search engines love this)

Google and other search engines reward sites (i.e. return them higher in results) that are always adding informative and relevant content. And there's no easier or better way to do this than blogging.

In fact, out of all the content Google ranks in the top ten, blogging is the most prevalent after homepages.

Nothing seems to make Google happier than when your website content answers the questions people are typing into its search bar. If you do this, you're much more likely to be rewarded in search results. 

With the new AI-generated results box at the top of Google, it's often blog posts and articles that are used to create this, which are then linked to. So if you can get your posts to answer questions people are asking in a well-written and comprehensive way, you can also rank highly for generative AI results.

5. Blogging is really enjoyable!

Blogging is such a lovely way to get your voice out there, showcase your passion and really highlight your personality. Yes, it can be daunting to start, especially if you're not amazingly confident at writing, but take it as a wonderful opportunity to add value to the internet and share your unique story.

New to blogging for your creative or purpose-led business? Here are three tips to get you started

• As mentioned above, using your blog to answer the questions people are typing into Google is a great place to start. Get ideas from the the 'people also ask' section on Google, or check out tools such as Moz's Explore by Keyword or Answer the Public.

• ChatGPT and other LLMs can be helpful for post ideas or prompts. But a word of warning: I would definitely not advise using them for writing the entire post. From an SEO perspective, Google has said it penalises sites that it believes to be AI-generated, so it's less likely to return AI posts in search results. And any AI-generated post will not be in your unique tone of voice and is likely to be, well, generic. (I could also talk about the environmental cost of AI – all the power and water needed – but that's a topic for another blog post.)

• Being consistent is really great for SEO, so I'd advise trying to stick to a regular schedule. If you can blog more regularly that's great, but a post once a month will still reap results.

If you've been meaning to start (or resurrect!) your business blog but it just keeps falling to the bottom of the to-do list, I can help. I offer both one-off and retainer blogging for clients, creating fresh, interetsing, relevant and unique posts. I'd love to chat with you about crafting a blogging strategy for your purpose-led or creative business that will help your SEO, generate more leads, and show everyone just how great your product or service is! Get in touch to find out how we could work together.