What Are the Benefits of Blogging?
While blogging may have begun as a personal form of expression meant for creators who wanted to write about their hobbies, many professionals have seen numerous benefits of blogging from a business growth standpoint. Blogging has grown to be not just beneficial, but even crucial for a small business’s digital success, providing a key way for businesses to communicate updates, establish their brand identity, and build greater visibility—a key first step in driving more leads online.
At Armada Digital, we’ve been in the digital marketing space for a long time, and we’ve seen the many benefits of blogging firsthand. So today, we’re breaking down three of the key benefits below.
Blogging as Brand Building: Establishing Your Brand Voice
One of the key benefits of blogging is the opportunity to establish your brand voice while simultaneously providing value for your audience. Creating long-form content through blog posts or informational articles helps establish your brand as a leader in its respective industry. In the process, you’re able to craft your brand voice—whether that is formal, informal, goofy, sassy—you name it.
Long-form content builds the foundation of how the outside world views your brand within the digital sphere. As a full-service digital marketing agency, we pride ourselves on building brand personas that appeal to your target audience and encourage online engagement.
Increase Discoverability: SEO and AI Visibility
SEO is the practice of increasing the quantity and quality of traffic to your website through organic search engine results. Also known as search engine optimization, SEO has long been a crucial tool for helping small businesses show up in front of their customers in search engines like Google, Bing and Yahoo.
Of course, while SEO is still critical, it has also been joined in search results by AI summaries, and the traditional search engines have similarly been joined by the likes of ChatGPT, Claude, and other LLMs that provide additional opportunities for your brand to surface.
The good news? While not identical, optimizing content for AI searches is a lot like SEO, and to even appear in AI summaries your content generally needs to rank well, provide valuable information, and deliver both depth and breadth for users—all of which makes blogging the perfect vehicle for building visibility.
At Armada Digital, we conduct extensive keyword research for our clients by using a paid tool called Semrush. Once we’ve selected the best keywords to rank for based on their volume and competitive density, we implement that research when writing long-form content in order for our clients to start organically ranking on search engines. When writing and optimizing blog posts, we follow this particular checklist to ensure the piece is search-engine friendly:
- The keyword in the title
- The keyword in the URL
- The keyword in the first paragraph
- The keyword 2-3 times throughout the piece
- 300+ words in the blog post
- 2-3 external links to relevant and reputable sites.
- 2-3 internal links to your relevant services or call-to-action
- Images have the keyword included in the “alt attribute”
- Strong meta-description featuring the keyword
- Share across social media
- If applicable, request referral partners or clients to link to the blog
Generate Shareable Content for Social Media
From a social media standpoint, blogging is a huge benefit because you are able to share the blog as one piece of long-form content AND splice out snippets of information to use as smaller pieces of content. For example, when we share this blog on social media, we can break up the content into multiple posts to extend the life of the topic. Here are some ways we can share this content:
- Full blog post – The key benefits of blogging as a small business.
- Tip #1 – How blogging establishes your brand voice and sets you apart in your industry.
- Tip #2 – How blogging generates shareable content for social media.
- Tip #3 – How blogging increases your discoverability through Search Engine Optimization.
We could keep going, but you get the point—one good blog can give a brand a week’s worth of content to repurpose and share while providing real value to your audience wherever they may be. Blogging allows you to deep dive into your brand, processes, and industry topics, and is an excellent way to get your creative juices flowing and break down ideas you may have.
Has Your Blog Gone Quiet? We Can Help!
If this sounds like too much work for you to do as the Owner/CEO of your business, we get it—and that’s why our clients entrust the research and writing of blogs to our Digital Marketing team.
Improving your digital presence requires continuous care and attention, but these tips on how to use blogging as a tool to increase your web presence should get the ball rolling! If you have any questions or would like someone to handle blogging for your brand, we’d love to chat!
