Ask 100 people whether blogs are still relevant, and you’ll get 100 different answers ranging from “no way!” to “absolutely!” But you’re probably here because you’re asking yourself whether you should start a blog to promote your business. And that answer depends entirely on whether the potential benefits of blogging are worth the time and energy it takes to run an effective and consistent blog.

As a business coach and professional writer, the question of whether to start a blog (or do any specific kind of marketing, really) is one I walk clients through all the time.

In my mind, it rarely comes down to whether blogs work as a tool to attract potential clients. 

Of course they work. 

Case in point: I just signed on to work with a business coach I found on TikTok. After following her for a few months, she announced a new group coaching program. I was very interested in joining but wanted to see more from her first. I went to her website looking for long-form content, and I found a blog and a couple of podcast episodes she’d been a guest on. Listening to those episodes and poking around her website is what convinced me to book a consultation with her. I signed up and paid shortly after.

Short-form content like TikToks and Reels are great for visibility and bringing people closer to you, but many buyers—myself included—need more than that to pull the trigger and make a final decision.

To make sure we’re both on the same page, let’s walk through why blogs are still relevant and then dig into what you need to consider before you start one for your business or brand.

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Why are blogs still relevant?

Blogs are an excellent way to build a community.

In 2023, building a community online is more important than ever before. Blogs are an excellent way to do this. By creating a blog, you can share your ideas and connect with people who have similar interests.

Blogging allows you to establish yourself as an authority on a particular topic and can help you build trust with your audience. Once you have built a community of loyal readers, you can leverage it to promote your products or services.

Blogs can improve your search engine rankings.

Search engine optimization (SEO) is critical for your business if you want it to succeed online. Google and other search engines rank websites based on various factors, including the quality of the content, the number of backlinks, and the relevance of the content to the user’s search query.

Blogs are an excellent way to improve your search engine rankings because they allow you to create fresh, relevant content on a regular basis. By publishing high-quality blog posts that are optimized for search engines, you can attract more traffic to your website and improve your rankings over time.

Blogs allow you to showcase your expertise.

Blogs are an excellent way to showcase your expertise and establish yourself as a thought leader in your industry. By creating high-quality, informative blog posts, you can demonstrate your knowledge and experience to your audience.

This can help you build credibility and trust with your readers, which can be invaluable in today’s highly competitive online landscape. In a time when everyone and their dog has social media, a blog sets you apart.

Blogs allow you to engage with your audience.

Engagement is more critical now than ever before. Blogs allow you to engage with your audience in a variety of ways. You can respond to comments, answer questions, and even create interactive content like quizzes or polls. By engaging with your audience, you can build relationships and establish a loyal following that will help you grow your blog over time.

Blogs are cost-effective.

One of the biggest advantages of blogging is that it’s a cost-effective way to promote your business or brand. Compared to other marketing strategies like paid advertising or public relations, blogging is relatively inexpensive. All you need is a domain name, web hosting, and a blogging platform, and you can start creating content and attracting visitors to your site. I use WordPress, and I probably spend under $400 per year all in.

Blogs are adaptable.

Last but certainly not least, blogs are adaptable; they can be used for a variety of purposes. Whether you’re promoting your business, sharing your personal experiences, or simply expressing your opinions, a blog can help you achieve your goals. You can create a blog that is tailored to your specific needs and goals, and you can adapt it over time as your needs change.

But should YOU start a blog?

Deciding whether to start a blog can be a big decision. On the one hand, a blog can be a great way to share your thoughts, ideas, and experiences with the world. On the other hand, creating and maintaining a blog takes time and effort.

Here are some questions to ask yourself.

Do you have something to say?

A successful blog is one that provides value to its readers, whether that value comes in the form of information, entertainment, or inspiration. Before you start a blog, think about what you want to share with the world and whether it’s something that others will find interesting or useful. What is the unique medicine you bring to the collective?

Are you willing to put in the time and effort?

I’ve developed a blogging workflow that minimizes the time and effort it takes to establish and run a blog, but I won’t lie and tell you it’s effortless. You will need to write and publish blog posts regularly, respond to comments, and promote your blog on social media and other platforms. If you were my client, I’d teach you how to use RSS feeds to automate much of the promotion, but some work on your end would still be involved. Before you start a blog, make sure you’re willing to commit the time and effort required to make it successful.

Do you have the technical skills?

While creating a blog is easier than ever, thanks to platforms like WordPress and Squarespace, you will still need some technical skills to get started. You’ll need to choose a domain name, set up hosting, and customize your blog’s design and layout. I truly don’t believe you need a web developer anymore to start a blog. I teach my clients how to set it up—no coding required.

Do you have a niche?

Successful blogs tend to have a niche or a specific topic they focus on. Before you start a blog, think about what your niche will be. It’s easier to build a following when you have a specific topic or area of expertise that you focus on.

Do you like to write (or, at least, you don’t hate it)?

If you don’t enjoy writing or don’t feel comfortable expressing your thoughts and ideas in writing, a blog may not be the right choice for you. I teach clients to write in a way that feels most natural to them, which tends to speed up the process and make writing more fun. But for those that loathe writing in all its forms, a blog is not a good choice.

I also teach clients how to leverage A.I. for their blogs in an ethical way that doesn’t result in posts that sound like a robot wrote them.

The bottom line

Blogs are not a quick fix, get-rich-quick scheme, or guarantee. But they’re hugely beneficial for business owners who a) want them and b) know how to leverage them to boost visibility and attract potential clients. 

If you have questions, don’t hesitate to ask. Leave a comment below or use my contact form to message me!