Blogging. It’s a fast-moving marketing tool. But it’s an essential part of your marketing plan for any business in 2023.

Here we explore why blogging is an essential part of your marketing plan and the trends to help you stay ahead of the game, so you can be on top of your blogging game.

Why blog?

Blogging is an essential part of your marketing plan for several reasons:

Content creation

Blogging allows businesses to consistently create fresh and valuable content for their audience. By publishing regular blog posts, businesses can demonstrate their expertise, provide useful information, and address customer pain points. This helps to build trust and credibility with the audience.

Search Engine Optimisation (SEO)

Blogging helps with SEO and improving a website’s search engine rankings. Search engines value fresh and relevant content. By regularly updating a blog, businesses can increase their chances of ranking higher in search engine results pages (SERPs). With effective keyword targeting and optimisation techniques, blogging can attract organic traffic to a website.

Branding and thought leadership

Key employees of can establish themselves as thought leaders in their industry through the use of the company blog page. By sharing valuable insights, industry trends, and expert opinions, businesses can showcase their team’s knowledge and expertise. This positions them as authoritative sources, helping to build brand reputation and awareness.

Social media engagement

When businesses publish new blog posts, they can share them on social media platforms to engage their audience and drive traffic back to their website. This generates social media discussions, increases brand visibility, and encourages social sharing, which further expands the reach of the content.

Lead generation

While blog posts should always be non-bias and act purely as a source of information as your readers, blogs can include calls-to-action (CTAs). You can include these in the form of an internal link to encourage readers to take further action, such as subscribing to a newsletter, downloading a resource, or making a purchase. By strategically placing CTAs within blog posts, businesses can generate leads and nurture them through the sales funnel.

Customer engagement and relationship building 

There’s a reason the new social media site Threads was created when it was. Threads encourages the sharing of thoughts and igniting public conversations. By encouraging discussion and responding to comments, businesses can build relationships, gather insights, and gain a deeper understanding of their customers’ needs and preferences.

Long-term value

Blog posts have a long shelf life and can continue to generate traffic and leads long after they are published. Over time, a well-maintained blog can accumulate a substantial amount of content that continues to attract visitors and contribute to the overall marketing efforts of a business.

Blogging trends

So now you know why you should blog, here are some blogging trends that’ll help you stay ahead of the crowd. Take note of these and make blogging an essential part of your marketing plan.

Long-form content

Bloggers were increasingly focusing on creating in-depth, comprehensive articles that provided value and answered readers’ questions. Longer articles tend to perform better in search engine rankings and often attract more engagement.

Video content

Incorporating video content into blog posts was becoming more popular. Videos are highly engaging and can be used to supplement written content or as standalone pieces.

Influencer collaborations

Collaborating with influencers and other bloggers became a popular trend. Partnering with influencers can help expand reach, increase credibility, and attract new audiences.

Interactive content

Adding interactive elements to blog posts, such as quizzes, polls, surveys, or interactive infographics, makes the content more engaging and encouraged reader participation.

Authenticity and personal branding

Bloggers are embracing authenticity and showcasing their unique personalities and experiences. Building a personal brand and establishing a genuine connection with readers became crucial.

Mobile optimisation

Mobile optimisation still isn’t a given for many websites. Optimising blogs for mobile devices is essential. Responsive design, fast loading times, and mobile-friendly layouts are vital for a positive user experience.

Social media integration

Integrating social media platforms with blog content is also important for reaching wider audiences. Bloggers leveraging social media to promote their posts, engage with readers, and build a strong online presence is essential.

In conclusion

Overall, blogging is an essential part of your marketing plan. Setting up a blog enables you to establish your online presence, attract organic traffic, build brand reputation, engage with customers, and generate leads. It provides a cost-effective way to create and distribute valuable content, driving business growth and success in the digital landscape.