How might a business use a blog to boost sales ?
If you're running a business, big or small, you’ve probably heard that starting a blog is a smart move.
But maybe you’re wondering: How might a business use a blog? What’s the point? Does it really help?
Short answer: yes, it does.
Blogging isn’t just a trendy marketing tool. When done right, it can boost your visibility online, help build trust with potential customers, and even increase sales.
In fact, businesses with blogs generate around 67% more leads than those without !
Let’s break down what business blogging is, why it works, and 9 great reasons why it might be time to launch yours.
What is business blogging?
Business blogging is like planting a garden for your business online. It’s a marketing strategy that involves regularly publishing blog posts to nurture your brand, attract visitors, and help your company grow.
It’s a way to have an ongoing conversation with people already looking for what you offer, nurturing those relationships to eventually turn visitors into customers.
You could go for stuff like:
How-to guides that break things down step-by-step and are super easy to follow
Tutorials that give useful tips and show how to actually use your product
Updates from the industry so people stay in the loop about what’s new and changing
Articles that make people think and give them some real value
Interviews with important people in your field or even folks from your own team
Success stories that prove your product really works
Having a cool, well-written blog for your company is a great way to keep your current customers interested and also pull in new ones.
Getting started with business blogging
To start your garden growing, you’ll need:
A blogging platform (like WordPress, Inblog, Medium) : the soil where your blog will take root.
A domain name : your garden’s address on the internet.
A hosting plan : the space where your website lives online, ensuring everything has room to flourish.
Check out our 15 best blogging platforms in 2025 to find the perfect fit for your business.
Why should your business have a blog?
Here are some solid reasons :
1. More website traffic = more potential customers
One of the biggest benefits of blogging is how it naturally drives traffic to your website. By creating helpful, relevant content that directly addresses your audience’s specific problems or questions, you increase the chances of your site showing up in search engine results when people look for solutions.
Unlike paid ads, which can quickly become expensive and stop working once you stop paying, blog posts act like magnets that continuously draw visitors.
Every new blog post is another entry point to your website, accessible 24/7 and free of charge.
Search engines like Google prioritize websites that regularly update their content, interpreting this as a sign your business is active and trustworthy.
Pro tip:
Publish fresh content consistently to keep your site dynamic.
Optimize your posts with relevant keywords.
Share your blog posts on social media to expand your reach and attract more visitors.
“Companies that blog have 55% more visitors than those that don’t”
- Wix
2. Build a community in your industry
Blogging doesn’t just help you talk to your customers, it’s a powerful way to connect with others in your industry. Through linking to related blogs, commenting on others’ posts, or exchanging guest articles, you can grow a meaningful network.
This networking helps increase your visibility and establish credibility.
It opens doors to collaborations, like joint content creation, partnerships, or client referrals.
Make sure to engage with reputable and trustworthy websites, associating yourself with quality sources strengthens your own brand image.
Also:
Keep an eye on your competitors’ blogs to see what topics and formats work well in your niche.
InPages lets you see what keywords and ads any website is using.
You can check which search terms bring in traffic, what ads your competitors are running, and what kind of blog content works well in your niche. Super handy if you want to boost your SEO or ad game.
Use this insight to sharpen your own content strategy and stand out.
3. Establishing thought leadership
In the highly competitive SaaS landscape, standing out as a thought leader or innovator within your niche can give your brand a powerful edge. One of the most effective ways to build this authority is through a blog.
A well-maintained blog allows you to regularly share valuable, insightful content that demonstrates your expertise.
If you're running a productivity-focused SaaS product, your blog could feature pieces like “10 productivity hacks backed by science” or “Why hybrid work is here to stay.” These types of posts not only attract readers, but also position your company as a knowledgeable and reliable voice in the space.
Over time, as readers come to expect insightful, high-quality content from you, your brand earns credibility and trust. In a crowded market, that trust can be a decisive factor, often making the difference between a potential customer choosing your software or going with a competitor.
Want to build serious authority? Check out how to build a B2B thought leadership content strategy.
In short:
Thought leadership builds trust
Trust drives customer decisions
Your blog is the foundation for both
Many successful SaaS companies consider their blog a core asset, not just for SEO, but as a strategic tool to build authority and long-term customer loyalty.
“64% of B2B buyers say that an organization’s thought leadership content is a more trustworthy basis for assessing its capabilities than its traditional marketing materials”
4. Improve customer relationships
Your blog isn’t just a one-way street, it’s a direct line to your audience. When visitors can comment, ask questions, or leave feedback on your posts, it creates a two-way conversation that builds loyalty and trust.
Responding to comments shows that you value your customers’ opinions and are attentive to their needs.
Sharing real customer stories or testimonials in your blog posts provides social proof. These stories demonstrate how your product or service has helped solve actual problems, making your business more relatable and trustworthy.
This humanizes your brand and encourages potential customers to engage with you.
“83% of customers say they feel more loyal to brands that respond and resolve their complaints or issues”
- Khoros
5. Boost your SEO (Search Engine Optimization)
SEO is all about making your website easier to find on search engines like Google. Blogging is one of the best ways to improve your SEO when done right, turning your site into an SEO goldmine.
Here are some SEO-friendly blogging tips:
Use relevant keywords: Incorporate terms your customers are likely to search for. This helps search engines understand what your content is about.
Add internal links: Link to other pages or blog posts within your site to guide visitors and improve site structure.
Include alt text: Use descriptive text for your images to boost accessibility and give search engines more context.
Keep page load times fast: Fast-loading pages improve user experience and are favored by search engines.
Ensure your site is mobile-friendly and secure: A responsive design and HTTPS encryption are must-haves for SEO and user trust.
Bonus: Tools like Ahrefs or Semrush can help you track your blog’s SEO performance and identify areas for improvement.
“434% higher chance of being ranked highly on search engines if you blog”
- Hubspot
Want to start blogging without all the tech headaches?
Check out Inblog, it’s made for B2B content teams who just want to publish without messing around with code, servers, or complicated setups.
It’s fully hosted, SEO-friendly, and connects to your domain in minutes.
Basically, you can focus on your content, and Inblog handles the rest.
6. Grow your email list
Your blog is a powerful tool to encourage readers to join your email newsletter, a direct, personal way to stay connected with your audience over time.
Use clear and compelling call-to-action (CTA) buttons in your posts, such as “Subscribe for tips” or “Get your free guide.” These invite readers to take the next step.
Offer valuable incentives to boost signups, like discounts, freebies, or exclusive content that your audience actually wants.
Other effective ways to grow your email list:
Place sign-up forms in multiple locations: in your site header, as pop-ups, in sidebars, and at the end of blog posts to capture attention at different points.
Keep your signup process simple and quick to avoid losing potential subscribers.
To manage your growing list smoothly, consider tools like Mailchimp or Sendinblue, they make organizing, automating, and segmenting your emails much easier.
7. Fueling your social media and email marketing
One of the biggest challenges for small businesses? Knowing what to post on social media or include in email newsletters. That’s where your blog comes in, it becomes a steady source of fresh, valuable content to share across channels.
Here’s how blogging helps:
Social media made easy
Every blog post you write, like “10 quick gardening tips from our landscaping team”, instantly becomes shareable content.Post it on Facebook or Instagram with a caption like: “Check out our latest tips to keep your garden thriving!”
This keeps your social media pages active and engaging, which helps attract more followers and keep current ones interested.
Email newsletters with real value
Instead of only reaching out during sales or promotions, you can send helpful content from your blog.
For example: “In case you missed it, we shared expert gardening tips on our blog this week…”
These kinds of updates build trust and keep your brand top of mind.
“businesses earn an estimated $38 for every $1 spent on email campaigns.”
8. Expanding your impact beyond local boundaries
Blogging isn’t just for local visibility, it can also help B2B companies test and expand into broader markets, without the high cost of traditional outreach.
Let’s say you run a small IT consulting firm based in Manchester. You start publishing blog content like:
“What every manufacturing company should know about cybersecurity in 2025”
Over time, these articles start gaining traction, not just locally, but nationally or even internationally. Businesses in other regions discover your insights through search engines or social media and start reaching out.
Here’s how blogging can organically expand your B2B reach:
Attract interest from outside your region
Blog posts allow you to be found by companies you’ve never targeted directly. If a business in another city, or even another country, finds your expertise relevant, they may inquire about your services.Generate unexpected leads
A blog post that solves a niche problem could land you a consultation request from an industry you hadn’t even considered targeting.Test new markets before committing resources
You can “test the waters” in new industries or geographies simply by observing who engages with your content.
No need to open a new office or launch a big campaign right away, just track inbound interest and let data guide your next step.Support long-term expansion strategies
If multiple leads start coming from a specific sector or region, that’s a signal worth exploring further, maybe by tailoring services, offering virtual workshops, or forming local partnerships.
It’s a low-risk, high-potential way to plant seeds for growth. If those seeds start to sprout (in the form of out-of-area inquiries, link shares, or mentions in niche publications), you’ll know exactly where to focus your next move.
“Content marketing (like blogging) costs 62% less than traditional outbound marketing, yet generates 3× as many leads”
9. Promote your products, without being pushy
One of the smartest ways to market your product or service is by weaving it naturally into helpful, valuable content. A blog lets you do exactly that, without sounding salesy.
Instead of saying, “Buy this now,” you show your audience how your solution works in real life and why it matters.
Here’s how to do it:
Teach first, promote second
Focus on delivering insights your audience genuinely cares about, and introduce your product as part of the solution.Example (for B2B):
If you sell project management software, write a post like:
“How our team used [your tool] to cut weekly planning time by 40%.”
This shows your product in action, while offering a useful tip to your readers.Add value, not just features
Instead of listing product specs, write content like:
“5 mistakes teams make when scaling remote projects and how we solved them using [your product].”
It’s relatable, educational, and subtly promotional.Build trust, not pressure
When readers consistently find your blog helpful, they’ll begin to trust your brand. Over time, they’ll associate your product with smart solutions, not pushy marketing.
This “soft sell” approach is especially effective in B2B, where decisions are research-driven and relationships matter. It positions your brand as helpful, not just transactional.
Final thoughts
At the end of the day, starting a blog isn’t just a trendy move, it’s a smart, long-term strategy for growing your business.
A well-crafted blog can bring more people to your website, build trust with your audience, showcase your expertise, and even help boost your sales, all without sounding overly promotional.
It’s also a great way to keep your social media and email marketing fresh, connect with others in your industry, and reach potential customers far beyond your local area.
So if you’ve been on the fence, think of blogging as planting seeds for your business. The sooner you start, the sooner you’ll see things grow.
For practical tips on bringing more visitors to your site, take a look at our guide on how to increase blog traffic !
