With millions of blog posts published every day, it’s easy to feel like you’re shouting into the void—especially if you don’t have a huge name or a big budget behind you. Your customers are only going to take the time to read the posts that genuinely resonate with them. And when writing doesn’t come naturally, or it eats into the time you could be spending growing your business, it’s tempting to throw in the towel.
But here’s the kicker: people expect you to have a blog. It’s still a key part of your online marketing toolkit that gives your brand the voice, opinions and personality that helps people get to know you.
So, how do you handle the blogging dilemma? It’s all about mixing things up, getting strategic, and creating content that actually speaks to your customers.
Know Your Strategy
Here’s the thing—blogging (or vlogging, or podcasting) should be just another part of your business routine, not something you dread. That’s why you need a clear, actionable content strategy that keeps you on track. And it all starts with a little research.
Check out your competitors:
What are they writing, filming, or talking about?
Is it interesting, well put together?
Are people engaging with it?
How often are they posting?
Doing your homework helps you shape your own approach. And guess what? You’re way ahead of the game if you have a documented content strategy—only 37% of B2B marketers do!
The trick is to think about your content as a whole, not just blog posts. Maybe you don't need to write a 1,000-word article every week. You could film a quick how-to video, start a podcast series, or post a reel on social media instead. Don’t box yourself in with just one content format.
Whether you’re writing blogs, filming vlogs, or creating podcasts, having a strategy is non-negotiable. Work out how much content you can realistically create each month (ideally 8-16 posts, in whatever form works best for your audience). Plan your ideas ahead—12 months ahead, if possible—so you never run out of things to say or share.
And don’t worry if you’re stuck for inspiration. There are loads of tools like HubSpot’s Ideas Generator to get the creative juices flowing.
Make It Memorable
Throwing together 500 words about your services isn’t going to cut it. Your audience expects content that’s sharp, interesting, and genuinely helpful—whether they’re reading a blog, watching a video, or listening to a podcast. If you’re not proud of what you’ve created, how can you expect it to convert into sales?
The best content speaks directly to your customers, like you’re having a friendly chat over coffee. Whether it’s written, filmed, or recorded, make sure it follows a solid structure:
Present a problem
Explain how you’re going to tackle it
Throw in a few interesting stats
Offer the solution
Wrap it up with a call to action
And don’t forget—variety is the spice of life. Mix up your blog posts with visual content like infographics, images, or video snippets. Videos and images boost engagement, and visuals are three times more likely to be shared on social media. Plus, people remember 65% of what they see when paired with visuals—compared to just 10% from text alone.
Stick With It
Creating great content—whether it’s blogs, vlogs, or podcasts—takes time and persistence. You’re not going to see a flood of new customers after just one post or episode. It’s all about the long game.
If writing or filming isn’t your strong suit, don’t stress. Outsourcing to a professional copywriter or content creator will save you time, ensure top-notch quality, and ultimately boost your business.
So, do you really need a blog? Absolutely. But don’t feel like you’re tied to just one format. Your audience loves variety, and with so many ways to share your message—whether it’s through writing, videos, podcasts, or social media—there’s no reason to get stuck in a content rut.
Need a hand with it all? From strategy to content creation, we’ve got your back. Let’s chat about how we can help you reach your audience in ways that really work.
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