WHY BLOG MARKETING STILL MATTERS IN 2025
We're all about supporting our clients' successes, and that includes helping them generate killer results from blog marketing and SEO. The results we've seen – such as increasing email list sign-ups tenfold and achieving top 5 Google rankings for several key terms – inspired us to get into the blogging game ourselves. We’ve seen firsthand that, in today’s marketing landscape, blogging is still as important as ever (if not even more so now than before).
We know you’ve got a lot on your plate, and running a blog in addition to everything you and your team already do may seem like a lot of work. But trust us – it’s totally worth it.
Why Blog Marketing is a Must
Let’s face it: competition online is high. So many brands are vying for consumers’ limited time and attention. Standing out takes an entire marketing strategy, including pushing content out across multiple platforms, a killer website, and, of course, a great blog. But what makes blog marketing so necessary?
Search Engine Optimization
SEO, or Search Engine Optimization, is how the major search engines find, sort, and rank content online. It's a complicated machine algorithm that matches what people are searching for with the content they want. A blog is an excellent way to implement Industry-specific keywords that your target audience might be searching for.
Say, for example, you run a beauty brand. If you have a website listing the very basics of your product lines, the odds of ranking highly on search are very low. However, if you have a robust, active blog about the beauty industry, tips, how-to guides, and lots of other content? Your odds of ranking skyrocket because Google and other search engines will have more content to go off of when choosing between you and your competitors.
SEO can make or break an entire business – in fact, a recent study showed that nearly 40% of all website traffic generated across retail, travel & hospitality, professional services, and three other key industries was a result of organic search – and blog marketing is one of the simplest, most powerful tools to build up your brand’s search rankings without investing thousands of dollars in ads month after month.
AI Optimization
It’s not just search engines indexing your content anymore. Today, AI tools like ChatGPT, Gemini, Claude, and other generative AI platforms are increasingly scanning, analyzing, and pulling from publicly available online sources (like your blog posts) to provide answers to users’ questions. When someone asks an AI tool about topics related to your industry or niche, your blog posts could appear as referenced sources or even directly shape the AI-generated response.
This matters because AI-driven search and discovery are becoming a primary way people gather information online. By creating keyword-rich, insightful, and consistently updated blog content, you’re not only improving your rankings in traditional search engines but also positioning your brand to be cited or recommended by AI platforms.
In practice, this means your content could reach entirely new audiences who never land directly on Google but instead rely on AI tools for research, recommendations, or purchasing decisions – unlocking a powerful additional channel for building brand authority and connecting with potential customers.
Brand Identity
Ever landed on a website that only has the most basic information about the brand? It seems like the brand has gone MIA – there's practically no content nor way to know if they’re still operating. A blog is a great way to show your audience that your brand is active (in addition to having a solid social media presence). It also helps build authority and trust with your target market by allowing your brand to share insights and expertise around your industry. You can provide guidance, give advice, and inspire potential customers. Show them who you are, why you do it, and why your brand is better than anyone else out there at meeting their needs.
Thought Leadership
Your blog is an excellent resource for sharing your thoughts on the industry. You can push back on things that aren’t working in the niche, challenge certain narratives, or showcase new ways of doing things. Thought leadership is about sharing insights and positioning yourself as a leader—regardless of industry. You’re not a cookie-cutter, and your blog is a way to show how you’re different.
Tips to Maximize Your Blog
Now that you're ready to start your brand blog, here are some valuable things to know to make your blog work for your brand.
Know SEO Best Practices
You don’t need to become a full-fledged SEO expert, but it’s good to at least know the basics. Things like keyword research to understand what your audience is looking for will be a huge help when figuring out what to write about and the best keywords to use. Ubersuggest is our favorite tool for finding optimal keywords our clients’ brands should rank for in order to help them edge out their competition.
Some helpful SEO phrases to get you started:
Organic keywords - industry/niche-related keywords your brand ranks for on Google without paying for ads
Backlinks - other websites whose content links back to your brand’s website (usually within blogs!), which increases your brand’s authority and ability to rank higher on search engines
Domain rating - how well your brand’s website is optimized for search based on several factors, such as the use of industry-specific keywords and backlinks
Website traffic - how many people visit your brand’s website per month
Knowing the basics will help you know if your blog is (or isn’t) working and how to make improvements to rank even higher.
Write Solutions for Audience Problems
Reading blogs for fun is so 2005. Now, people read blogs to find information and solve problems. Consider who your audience is and what problems they are trying to solve. Then, write content to meet their needs. Include helpful calls-to-action about how your products or services can help them solve those problems (as long as it’s not aggressively self-promotional).
Have A Content Calendar
Blogging is one of those things that people get excited about for the first week, then it tends to fall off the priority list pretty quickly. A content calendar helps ensure you (or your team) know what to write about and when.
You can create a content calendar in these simple steps:
Do a brain dump of topics that your audience would be interested in.
Perform keyword research (such as on Ubersuggest).
Create a calendar on Notion, Asana, ClickUp, or your project management tool of choice.
Set due dates and assign tasks to the person on your team who will be doing the writing.
This way, your blog doesn’t go dark after a few posts. Another option is hiring a digital marketing agency like Sonder Social to help your brand create a successful blog marketing and SEO strategy if you and your team don’t have the time or expertise internally.
Show Your Personality
Your blog doesn’t have to be blah and boring to be visible. You can speak from your personality, and it’ll still rank on Google if you use keywords and SEO best practices. In fact, user readability is one of the best ranking factors for SEO. If people like reading your blog, it’ll rank better.
One of our clients is a great example of how impactful blogging can be for your brand. The Italian on Tour ranks for over 6,900 keywords, largely thanks to their robust blog and intentional SEO strategy that we’ve helped them further develop this past year. They even rank #1 for many important keywords, which helps them drive traffic right to their year-round tour offerings. It’s easy to see why this greatly benefits their brand and their ability to connect with future clients.
Use AI Sparingly
Many people use artificial intelligence programs like ChatGPT and Bard to shorten the blog writing process. While AI can definitely be helpful in ironing out your ideas, we always recommend writing the bulk of your blogs yourself (or enlisting our support), When your blogs are written by a human with a deep understanding of your brand and goals, you can connect more authentically and effectively with your audience.
Your blog shouldn’t just be for SEO purposes or to get a bunch of keywords down on a page. A good blog should also showcase your authority in your niche and excite potential customers about what kind of solutions your brand can provide. Using AI runs the risk of sounding like every other blog out there, so even if you use AI tools, tweak the wording to be uniquely you.
Showcase Clients and Share Company Updates
Blogs are great because they can be anything you want them to be. You can share updates and use your blog to spotlight stellar client use cases. You can share how people love your service or products. Your blog, and your website in general, should inspire potential and current customers and show them what your brand, product, or service can do. Your blog is the perfect avenue for that.
We’re Here to Help
Still not sure where to start? Don’t have the time to write a bunch of content? Don’t worry, we’ve got you covered! Click here to learn more about how we can support you in building and implementing a marketing strategy that’ll get all the right eyes on your brand!
