What is the purpose of a blog? (And do you need one?)

Blogging is a fantastic way for nearly every business to connect with customers on a deeper level. Whether you want a blog to be a component of your business or THE business itself, blogging has plenty of benefits to offer. Let’s discuss the purpose of a blog to help you determine if you need one, too!

two women sitting at kitchen counter with laptops working

What is a blog?

A blog is a website designed to house content from an individual, business, or organization.

The term blog is short for “web log” which is essentially a running commentary or frequently updated webpage.

A blog serves as a home base for content that may include text, video, or images. It may contain personal stories, informational or promotional content, or a discussion-based post with opportunities to comment and interact with other readers (read about different types of blogs in “What is a blog?”). Blogs can truly be about any topic and target any niche!

Readers can connect with the author and each other across blog pages. Businesses and organizations can also reach even wider audiences with an additional page or platform to post content, products, or services.

The purpose of a blog

In the early days of blogging, a blog was more like a diary or online journal of one’s own life. People used blogs to share family photos and day-to-day stories or as an outlet to share personal writing, tutorials, or updates on life events.

Since the 1990s, the purpose of blogging has evolved, and people now rely on blogs for education or entertainment. The purpose of each blog is as individual as each writer, and as the function of blogging grows, so does the number of readers!

Blogs can provide information on specific topics in a relatable format, and bloggers can use their content to create a deeper connection with their audiences. Bloggers can design blog posts that advertise their expertise, answer questions the audience may have, or solve problems that may exist for readers.

Benefits of having a blog

The number of blogs on the internet continues to grow, and blogging continues to offer many benefits to entrepreneurs.

Regardless of the industry, business, or platform, a blog is yet another way to establish yourself as an authority on your topic or niche.
With this web platform, you can create and build trust with your audience as you share snippets of your personal story or the topics about which you are passionate.
A blog can be embedded into an existing website or be established as a stand-alone site. Either way, the blog and content posted there can drive organic traffic to your website with search-engine-optimized (SEO) content and relevant information.
A blog is a tool to teach or inform people about your products and services. Additionally, the content on your blog will likely remain longer and be more accessible to a wider audience than other tools or social media platforms.
Possibly most importantly, a blog is another facet for growing your business and earning an income.

The benefits only continue!

One of the greatest benefits of having a blog is that it can be structured to uniquely serve you, your business, and your audience. Unlike other marketing or promotional efforts, it is relatively simple to get started and very flexible to develop as you go.

How to create every blog post with purpose

Knowing how a blog can serve your business and your audience can help you to create content with purpose. Here are a few pointers to frame your thinking from ideas all the way to publishing:

Be intentional about the goal of each blog post. If you’ve previously designated content pillars, this framework can help you align your post goals to overarching themes. Creating a content calendar or planning system can also assist you in streamlining ideas in a cohesive format (more Content Planning Tips for Bloggers here!)

Put yourself in your reader’s shoes. Consider what question a reader may have or what problem this post could help solve. Evaluate what format or organization would make sense from a reader’s standpoint.

Determine the benefit of this post to the reader. Consider how this topic or discussion will serve your audience’s interests or needs when viewing your site as a resource. How will your post keep them engaged and informed?

Determine the benefit to you with each post. There are always more ideas than time available to make them all happen! It’s important to consider how each post will contribute to your content pillars and help you reach specific goals.

Some possible benefits of individual posts could include:

Growing your email list by offering a freebie or bonus content
Sharing a product or service that aligns with your brand or as part of sponsored content
Earning ad revenue or affiliate revenue through content optimization for search engine results

Purposefully planning blog content can help your blog be strategic as you grow a brand and develop a web presence. Keep these steps in mind to prevent “post to blog” from becoming one more thing on your to-do list!

Do you need a blog?

As an entrepreneur, you might wonder if you really need a blog to grow your online presence. There are so many “shiny objects” in online spaces that it is easy to feel like you need to do it all!

Consider these questions as you evaluate if a blog will benefit you in your current season and in the future:

Do you have time? As with anything, saying yes to one thing usually means saying no to another. To really get your blog off to the right start, evaluate if you have the necessary time to invest.
Do you want to create a deeper connection? Your brand or business may necessitate varying facets of connection with your audience. Do you have a desire to connect and interact with your readers on this level?
Do you want to drive organic traffic? Many bloggers rely on organic traffic (discovery through search engine results) to drive content and generate income for their blogs. The need for organic traffic will vary depending on your niche and where your target audience might find your content.
Do you have a topic that warrants a blog? You may have a topic that you are truly passionate about, but you will need to consider whether it has the depth and content potential needed for an entire site. Consider widening or narrowing your topic to set you up for long-term blogging success.

Resources for Blogging

Understanding the purpose of a blog in detail will only help you make a more informed decision on how, when, and if you need a blog to share your ideas.

For more information on blogging basics, find helpful tips here:

Have questions about starting a personal blog or blog for your business? Connect with us here or find us on Instagram at @sparkmediaconcepts!