Words: Belinda
Imagine connecting with an engaged audience on your website who are actively seeking your solutions – all while keeping your marketing budget in check. That unsung weapon that makes this possible is business blogging.
Read on to discover why blogging will be one of the best things you can do for your brand in 2025.
Are blogs still a thing?
In a word – yes! We know that many people associate blogging with the early 2000s, when everyone with a keyboard had a blog or three (hello!). And while that may be true, business blogging is a totally different beast from the blogs about fishing, food, or fashion that you spent your time writing or reading about back in the day.
Alongside paid and organic socials, search engine optimisation (SEO) and EDMs (Electronic Direct Mail), blogging is another digital marketing channel that drives traffic to your digital doorstep. Especially for B2B brands, blogging targets high-quality leads who are already interested in a particular good or service – ideally one sold by your brand.
Need more proof? Hubspot found that brands that blog receive up to 97% more traffic than their non-blogging competitors. Are you in a position to knock back that kind of quality traffic?
Work smarter, not harder
An overlooked bonus of blogging for business is repurposing the blog content on socials. Sharing blog content with the right hashtags, images, and even trending audio drives people to your blog. Here, they can learn about the solution they’re after.
This type of content is especially valuable on B2B platforms like LinkedIn, where posts that focus on thought leadership receive six times more engagement than posts related to jobs. Whether it’s the CEO, COO, or another c-suite position as a thought leader, having their name attached to a blog piece is a great way to create authority and buzz in the space.
Blog content is often the backbone of business email marketing EDMS, too—you own your audience on EDM. By sending them links to your blogs, you’re nurturing their journey along the sales funnel. This provides value to your subscribers while keeping them engaged with targeted content.
Share updates with your audience
Business blogging is also a low-cost way of sharing wins, updates, and other news with your audience. Readers want to know what your brand has been up to, including attending trade shows, industry events and conferences, or updates on new offerings.
One aspect of blogging that some brands struggle to master is hyperlinking their products or services in their blogs. Including hyperlinks to your pages allows readers to quickly and seamlessly navigate to the information they’re after. This improves the user experience (UX) and keeps people on your site longer, impacting the bounce rate.
Don’t overlook the importance of SEO. Hyperlinks help search engines like Google find your page, which improves your rankings and makes it easier for your audience to find you.
It’s important to conduct regular audits to ensure your hyperlinks still lead readers to the right page, especially if you’ve made internal tweaks to your site or product landing pages. A 404 error will have readers bouncing off your page like a rubber ball.
How long should a business blog post be?
Ahh, the question that launched one thousand Google searches. For a range of reasons, including SEO and optimal performance, 1500 words seems to be the commonly agreed-upon ideal blog length. This allows a deep dive into your chosen topic, including quotes from your brand’s thought leader and recent industry updates or data that would interest your audience.
However, take the 1500-word length as a guide only. The same experts who recommend this word count say that articles with at least 3000 words create the highest level of organic traffic.
And then there’s data showing that people’s attention spans are decreasing, so shorter posts have a higher chance of being read all the way through.
As a digital marketing agency in Sydney working with clients globally, at The Bubble Co. we find that 750 words is the sweet spot for business blog posts. This is long enough to go into technical detail if necessary but not too long that readers are scared off.
However, don’t get transfixed on the word count. Focus on the type of content that resonates well with your audience, ensure you optimise your copy for SEO in a natural and engaging way, and keep going! It takes time to build up a readership, so being consistent with your content will pay dividends.
If having a blog is on your 2025 to-do list but you don’t have the time, speak to us. Our team of specialised content writers, SEO experts and experienced designers can create interesting blog speaks that resonate with your audience.
