Does my business need a blog in 2025?
Blogs might seem like an outdated or old fashioned B2B content marketing strategy — I get it. As of 2025, blogs are often overshadowed by flashier content formats. Video, livestreams, personal brand-driven LinkedIn posts from people who promise you’ll make £5 million a year if you just download their course NOW.
But do blogs actually still deserve a place in your content strategy?
The short answer: Yes, if you think strategically.
The long answer: There are multiple approaches to blog content in 2025, and each one has different pros and cons depending on your specific goals.
If your goal is virality and brand awareness, then let’s be honest, a consistent company blog probably isn’t going to get you there. But if your goal is authority and search engine optimisation (SEO), company blogs might just be your new best friend.
And it works across all strategies. If your goal is to build a personal brand and grow an engaged community, long-form blog content should be your new best friend. But if you’re focusing on quick wins and engagement, there are much better options out there for you.
The point is, there are various approaches optimise your blog strategy to reach your goals — whatever those goals are. Here’s a rough guide:
1. The Company Blog
Use if: You want to build authority and improve SEO but aren’t too worried about views.
Ideal for: SEO. Google (and now AI-driven search tools like ChatGPT) will reward websites that are updated frequently with authoritative, keyword-rich content. What this means is, if you’re not publishing content regularly, your brand is less likely to be found. A regularly updated company blog hosted on your website is a simple, easy a great way to combat this.
How it works:
A well-maintained company blog improves domain authority and organic search rankings.
B2B brands that blog get 67% more leads per month than those that don’t.
Google’s algorithm prioritises expertise, authority, and trustworthiness (E-E-A-T), making high-quality blog content an asset.
Not ideal for: Immediate engagement or awareness. I’d be a bad content marketer if I promised you that your audience is just sitting around waiting for you to publish your next company blog. This approach is unlikely to spark community or drive high social media engagement on its own. It’s about SEO authority long-term visibility, not instant reactions.
Extra advice: Don’t just pump keyword heavy, boring, or generic content out every day and expect to see your Google search ranking rise. Google prioritises websites that update content regularly, but only if that content is of high quality. A large volume of AI generated content on a company blog could actually harm your ranking.
2. The personal (but professional) blog
Use if: You want to build an engaged audience and convert readers into long-term followers.
Ideal for: Thought leadership and community building. Even in B2B, audiences want a real person behind the brand to connect with. The more authentic and personal your content, the more likely people are to actually interact with it.
How it works:
B2B buyers consume an average of 13 pieces of content before making a purchasing decision.
Thought leadership content influences over 50% of decision-makers when choosing a brand to work with.
If you’re in a niche industry, this is where expert blogs thrive. A well-researched, opinionated blog can position you as the go-to voice in your field.
Not ideal for: Quick wins or mass content production. This approach works best when you invest in creating high-value, high-quality content over time. If you’re looking for rapid-fire content that ticks SEO boxes without adding real insight, this strategy won’t be the best fit.
Extra advice: When you’re putting out this kind of content, host it wherever your audience is, whether that’s LinkedIn, Substack, or otherwise. And speak like a human. Strip out the jargon, stay authentic to yourself, and don’t be afraid to inject a bit of your own personality into your posts.
3. The “New Wave Blog” (aka repurposed content)
Use if: You want views, visibility, and brand awareness but aren’t focused on direct conversions.
Ideal for: Getting your content in front of more people, fast. The truth is most people won’t go out of their way to read your blog unless they already know who you are. But they will engage with your content if it’s easily accessible where they already spend time — LinkedIn, Instagram, or even TikTok or YouTube Shorts, depending on your brand.
How it works:
Take key points from blog posts and repurpose them into LinkedIn posts, carousels, infographics, or short-form videos.
42% of marketers report that infographics generate higher engagement, and 69% use them to repurpose content.
B2B brands that distribute content across multiple channels generate 2x more leads than those relying on a single platform.
Not ideal for: Deep dives or high-intent conversions. This strategy is great for awareness, but if you want to build lasting trust and authority, you still need something more substantial behind it.
Extra advice: Layer this approach on top of another. If you’re publishing content on a company or personal blog, chop it up, repurpose it, make the most of it on social.
Creating blog content that helps you meet your goals
So, does your company need a blog in 2025? The short answer: yes, if you use it strategically.
Want to boost SEO and industry authority? A company blog makes sense.
Want to build trust and an engaged audience? A personal (but professional) blog is the way to go.
Want to maximise reach and brand awareness? Repurpose blog content into high-impact social media formats.
Want the best of all worlds? Combine all three as and when you need them.
And if you need any help, you know where I am.