Blogging Still Works for Business

Why Blogging Still Works for Business in 2026 (And Beyond)

I first dipped my toes into blogging on a clunky old Geocities site, and let’s just say I’m glad that piece of internet history no longer exists.

When I started again in 2007, I was given a choice: blogging or podcasting. Once I realised podcasting meant speaking into a microphone, writing blog posts suddenly didn’t seem so bad. Within six weeks, the business phone was ringing—and it never really stopped. In fact, in 2024, Samsung called after finding a blog post I’d written 15 years earlier. The irony? We no longer even run the transport company that post was written for.

In this article, you will discover:

- Why blogging still drives ROI long after publishing

- How blogs build trust and authority with your audience

- Ways blogging fuels your entire marketing ecosystem

Let’s explore why blogging still works for business today.

1. The Evolution of Blogging in Business

Back in the late 1990s, blogging was really just online journalling. People used clunky old sites like Geocities (yes, the same place where I had my first go at blogging!) to share their thoughts, hobbies, and half-finished ideas with the world. Hardly anyone thought of it as a business tool.

By the mid-2000s though, things had started to shift. Search engines were becoming more important, and businesses began to realise that writing helpful, keyword-rich articles could actually attract customers. That’s exactly what happened to me when I gave blogging another proper try in 2007. Within six weeks, the business phone was ringing off the hook, all thanks to a few blog posts I’d written.

Of course, along the way many people assumed blogging would fade away. When social media and video platforms took over, the common cry was that “blogging is dead.” But here we are, and not only is blogging still alive—it’s one of the most reliable ways to be discovered online. Just look at that Samsung call I had in 2024 from a blog post written 15 years earlier!

Blogging hasn’t died at all. It’s simply evolved into a trusted, long-term cornerstone of modern marketing.

2. Why Blogging Still Delivers ROI in 2025

When I first started blogging for business, I had no idea it would bring in results so quickly. Within six weeks, the phone was ringing with new customers—something that would have cost a small fortune in advertising. Fast forward to 2024, and a blog post I wrote 15 years earlier was still working in the background, this time attracting the attention of Samsung. That’s the beauty of blogging: you plant seeds once, and they can keep growing for years.

And it’s not just my experience. The data backs this up. Research shows that businesses who blog generate 67% more leads than those who don’t. On average, blogging costs 62% less than paid advertising, yet delivers compounding returns over time. Evergreen posts in particular can rank on Google for a decade or more, continuing to attract traffic long after the initial effort.

It’s also about the difference in lifespan. A tweet may last 18 minutes, a Facebook post perhaps five hours, but a well-written blog can keep attracting readers for months—or even decades. That’s a level of staying power no social feed can compete with.

So while marketing trends come and go, blogging stands out as a strategy that delivers both emotional wins (the joy of unexpected leads from old posts) and logical ones (a measurable, lower-cost return on investment).

3. Blogging as a Trust-Building Tool

One of the most powerful things blogging does—beyond traffic and leads—is build trust. When someone finds your blog post while searching for answers, you’re not just selling to them, you’re helping them. That simple act of being useful is often what nudges a stranger into becoming a customer.

I remember early on, people would phone up and say, “I feel like I already know you from your blog posts.” That was eye-opening. Before I’d spoken a single word to them, the writing had already done the groundwork—showing them who I was, what I stood for, and how I could help. That sense of familiarity meant the sales conversation started halfway down the track.

There’s research to back this up too. Studies show that 81% of consumers trust advice from blogs, and B2B buyers typically consume three to five pieces of content before contacting a supplier. In other words, your blog is often doing the heavy lifting long before you even realise it.

Over time, consistent blogging positions you as more than just a service provider—it makes you a trusted authority in your industry. It’s not about churning out sales pitches, but about giving away useful insights, answering questions, and sharing stories that show you understand your audience.

Trust, once earned, is incredibly hard for competitors to steal. And blogging is one of the most reliable ways to earn it.

4. Blogging Fuels Multi-Channel Marketing

Another reason blogging still works so well is that it doesn’t just live on its own. Every blog post you write can be turned into fuel for your wider marketing.

Back when I first started, I’d write a blog post and that was it—the post went up, people read it, and the phone rang. These days, each post can be repurposed across so many different channels. A single article can become a LinkedIn update, an Instagram carousel, a short video script, or even a talking point in an email newsletter. Instead of constantly starting from scratch, you’ve already done the hard work by writing it once.

This matters because people consume content in different ways. Some prefer reading, others prefer watching or listening. By spinning one blog post into multiple formats, you’re meeting people where they are, without having to reinvent the wheel every time.

And here’s the kicker: blogs are brilliant for driving traffic back to your offers, webinars, or product pages. A social post might get you a quick “like,” but a blog can guide readers deeper into your business, where they’re more likely to take meaningful action.

Think of blogging as the foundation of your content ecosystem. Get the blog right, and everything else—social media, email, even video—becomes easier, more consistent, and more effective.

5. Real Examples of Businesses Thriving Through Blogging

It’s one thing to talk about blogging in theory, but the real proof is in the results. My own story is a good example: in 2007, a few simple blog posts were enough to set the business phone ringing for weeks. Then, in 2024, a call from Samsung—off the back of a post written 15 years earlier—showed me just how long-lasting the impact can be.

And I’m far from the only one. Countless businesses, big and small, have seen similar results:

- HubSpot, one of the giants of inbound marketing, built its entire business on blogging and educational content. Even today, their blog brings in millions of monthly visitors and continues to drive the bulk of their leads.

- River Pools and Spas, a small American pool company, became an industry leader simply by answering customer questions on its blog. Their posts didn’t just generate traffic—they transformed the business into a trusted authority.

- Here in the UK, clothing brand ASOS used its fashion blog to connect with younger audiences, offering styling tips and trends that drove traffic directly to their product pages. It wasn’t just marketing—it was adding value, and it worked brilliantly.

- Over in Europe, Dutch travel company Booking.com leveraged blog-style content around destinations and travel tips. This approach helped them dominate organic search for countless travel-related queries, feeding into their growth as one of the world’s biggest travel brands.

- A 2023 Content Marketing Institute study also found that 61% of consumers said they were more likely to buy from a company that publishes custom content like blogs.

What these examples show is that blogging works whether you’re a solo entrepreneur, a niche business, or a global brand. The key is consistency, relevance, and genuinely aiming to help your audience.

When done well, a blog isn’t just another marketing tool—it can become the beating heart of your business growth strategy.

Final thoughts

Blogging may have started out as online journalling, but it’s now one of the most reliable and cost-effective business growth strategies out there. We’ve seen how it has evolved, why it continues to deliver strong returns, and how it builds trust and authority in a way few other marketing tools can.

The three big lessons are clear:

- Blogging drives ROI long after you hit publish.

- It builds lasting trust with your audience before you even speak to them.

- It fuels your wider marketing, giving you content for every channel.

If you’ve been wondering whether blogging still works for business, the answer is a resounding yes. The only question is whether you’re ready to start reaping the rewards for yourself.

👉 Your next step? Join the free Business Blogging Challenge and see the difference consistent blogging can make. Or, if you prefer to dig in at your own pace, you can pick up a copy of the book on Amazon.

The opportunity is there—your future customers are already searching. It’s time to make sure they find you.

Sarah x