Should I write a blog?

A blog can be many things. And if we go all the way back to the 1990s, when blogs were called weblogs, we can see that they typically used to be personal diaries and accounts. But it's evolved rapidly. Now a blog can be anything from personal musings to intricate, detailed guides that include pictures, animations and videos. 

There’s a lot of reasons you might want to start a blog, to share travel advice, recipes or just to talk about the latest Netflix special. It can be a great way to connect with like-minded people about a topic you’re passionate about. 

And while there are some great reasons to write a blog for your own personal gain, there are even more reasons to write one as a business.

Why do businesses have a blog? 

You might have noticed that most businesses these days have a blog on their website. It might be hidden under ‘Resources’ or ‘Content hub’ but if you look for it, you’ll find that actually around 80% of businesses have a blog on their website. That might seem strange. Why would a second-hand furniture shop or a hand-made bridal veil shop need a blog? It might be because they have a lot to say about their product, after all it’s likely their passion. But more likely, it’s because it helps people see your website. 

So, how does that work? 

The short answer is that writing a blog gives your website more chance of being ranked well on Google, or other search engines. In other words, when people search for related ideas around your business, you’ll be more likely to come up in those search results. 

Let’s take a look at an example. Imagine you’re a second-hand furniture shop. Someone might not be searching for your shop by name, but they might be searching for “how to restore an old wooden table” or “best places to buy second-hand furniture in Brighton.”

If you’ve written a helpful blog post on restoring wooden tables, or a guide to buying second-hand furniture locally, there’s a good chance they’ll land on your website. Even if they don’t buy right away, they now know about you, and you’ve built a bit of trust by being helpful.

It’s the same idea for any business. A bridal veil maker might write posts about choosing the right veil for different dresses, caring for delicate fabrics, or trends in bridal fashion. That kind of content isn’t just interesting for brides-to-be, it also shows you know what you’re talking about.

In short, a blog is a way to answer questions your potential customers are already asking, and gently guide them toward choosing you when they’re ready. It’s about being useful first, and selling second. 

Why is writing a blog important for businesses?  

It all comes down to visibility and trust. A blog isn’t just there to fill up space on your website, it’s there to help you get found, and to show people you know your stuff. When you answer questions your customers might have, or explain things about your industry, you’re building authority. You’re saying: “Hey, we’re not just selling you something, we actually care about it and we want you to know more.”

Google ranks websites based on a basic E-E-A-T strategy. 

Google’s E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. 

It’s a concept Google uses to evaluate the quality of content on the web—especially when deciding how to rank pages in its search results.

Here’s a breakdown in plain English:

✅ Experience – Does the author or website show first-hand experience with the topic? For example, if you're writing about using a specific camera, did you actually use it, or are you just summarising specs you found online? Google wants to see that you know what you're talking about because you've done it.

✅ Expertise – Do you have deep knowledge or skill in the topic? This is especially important for fields where accuracy really matters, like medical advice, financial guidance, or legal topics. But even for hobbies or reviews, Google likes seeing that you really know the subject.

✅ Authoritativeness – Are you (or your website) considered a trusted source on this topic? This can come from credentials, reputation, mentions or backlinks from other respected sites, or even being well-known in your niche.

✅ Trustworthiness – Can people trust your content and your site? This includes things like transparency about who you are, clear sourcing, secure website practices (like HTTPS), and avoiding deceptive or misleading claims. Trust is the foundation of it all.

Writing a blog also keeps your website fresh. Search engines like Google tend to favour sites that are updated regularly. A blog is an easy way to keep adding new content, which signals that your business is active. Over time, that can really help you appear higher in search results.

Plus, a good blog can help you share your brand’s personality. Whether you’re serious and professional or friendly and down to earth, the way you write and what you choose to share tells people who you are.

Should you write a blog as a small business? 

If you’re a small business owner, you might be wondering if blogging is worth your time. The short answer is yes—it can be really valuable. Even if you don’t have a big marketing budget, a blog is something you can do yourself, or pay someone to do for a reasonable price without hiring a full team. It’s a low-cost way to market your business and reach new customers.

Think about it this way: if someone’s searching for advice, tips or even just information about what you sell, and you’re the one providing the answer, you’re already one step closer to turning them into a customer. It also helps you compete with bigger businesses by showing your unique expertise and personal touch.

Of course, it’s not just luck. You’ll need to post consistently, and you’ll want to write content people actually find useful. But over time, it’s an investment that can really pay off.

What should your blog be about? 

This is one of the biggest questions people get stuck on, but it doesn’t have to be complicated. The easiest place to start is with what you know best: your product, your service, and your industry.

Think about the questions customers ask you all the time. Could you answer them in a post? Could you share tips, how-to guides, behind-the-scenes looks at how things are made, or your own experience in the field?

You can also write about trends in your industry, reviews of products you use, or even your personal story about why you started your business. The key is to keep it relevant to your audience. What would they want to know? What would be genuinely helpful or interesting to them?

At the end of the day, your blog should be an extension of the conversations you’d have with your customers in real life. Keep it friendly, clear, and focused on giving them value.

Get blog writing help  

Understanding why and how a blog is useful is step one. Step two is writing your first blog post. But, at Black Cat Content, we know getting started and maintaining a blog can be difficult, especially if you’re new to it. That’s where we come in.

We have a combined experience of nearly twenty years in writing well-written, thoughtful and high-converting blog posts across a huge range of industries. Want to know more? Just fill out our form for a quick, no pressure chat.