What Is the Purpose of Blogging? (& Why It Matters in 2025)
In the fast-moving world of digital marketing, blogging remains one of the most effective and versatile tools small business owners can use to drive traffic to your website, build authority, and connect with their target audience. If you’ve ever wondered, "What is the purpose of blog?" — you're not alone. In this post, we’ll break down exactly what a blog is, how it has evolved, and why blogging is still a smart strategy in 2025 (especially for small businesses).
As a web designer who builds SEO-friendly Squarespace websites for small business owners, I recommend good blog writing not only for visibility, but for connection, credibility, and long-term growth. I use blogging for my own business and marketing, and in this guide, I’ll show you how to do the same.
What Is The Purpose of Blog, Really?
A blog is a collection of regularly updated articles or recent posts published on a web page. These entries typically cover specific topics relevant to the website’s target audience and may include tips, stories, resources, industry insights, or tutorials.
Originally, blogs started as personal online journals. Over time, they have evolved into strategic content tools for businesses, nonprofits, influencers, thought leaders and creators. Today, blogs serve many functions: improving SEO(search engine optimization), demonstrating expertise, generating leads, and supporting broader marketing efforts.
Modern Characteristics of a Successful Blog:
Organized chronologically or by category
Written in a helpful, conversational tone
Includes internal/external links and keywords
May feature images, videos, or infographics
Easy to update and share across blogging platforms
Why Blogging Still Matters in 2025
Despite the rise of AI, TikTok, and bite-sized content, blogging is more relevant than ever. Here’s why:
1. It Improves Your SEO
Search engines like Google reward websites that publish high-quality, fresh content. Blogs give you more opportunities to rank for keywords in your niche, build internal links, and attract backlinks — all of which improve your search visibility. In fact, businesses that blog consistently generate 67% more leads than those that don’t, according to HubSpot.
2. It Demonstrates Your Authority
Consistent blogging showcases your knowledge and experience. It’s one thing to tell people you're an expert — it’s another to show them with helpful, well-written content. When you create educational content, people begin to trust your brand as a resource.
3. It Fuels Your Content Marketing
One blog post can be repurposed into email newsletters, Instagram captions, Pinterest graphics, podcast topics, or YouTube scripts. It's a foundational piece of your marketing strategy. A single evergreen blog post can work for your brand long after it's published.
4. It Creates a Relationship with Your Audience
Business blogs give potential clients or customers a way to get to know you before buying. Through storytelling, education, and transparency, you build trust. When clients feel like they know you, they’re more likely to hire you.
5. AI and Search Tools Rely on Written Content
Even as visual and audio formats grow, written content remains crucial. AI tools like ChatGPT pull from blog content to answer questions, and Google still favors well-structured text.
What is the Purpose of Blogging for Your Business
If you’re a small business owner, your niche blogs can serve multiple strategic purposes:
- Increase Visibility
Blog post topics that answer your audience’s questions help you show up in search results. Over time, this creates a steady flow of organic blog traffic to your website.
- Educate Your Clients
Blogs allow you to teach your audience about your process, product or service, or industry trends. This helps build confidence in your expertise and establishes a helpful online presence before any sales pitch.
- Showcase Your Personality and Values
Especially for service-based businesses, people want to work with humans, not faceless brands. Blogs offer a space for voice and connection. They give you the opportunity to speak about your business with heart and personality.
- Drive Conversions
By including calls-to-action (CTAs), you can allow readers to book a discovery call, download a resource, or contact you for services. Readers who’ve received value from your blog are more likely to take the next step.
How to Create a Blog Strategy That Supports Your Business Goals
Blogging goals without a plan can lead to frustration. Here’s how to create your blog with your business objectives:
1. Define Your Blog’s Primary Purpose
Is it to bring in leads? Educate your audience? Improve SEO? Be seen as a leader in your industry? Defining your type of blog helps guide your tone, format, and topics.
2. Know Your Audience
What do your ideal clients need to know before working with you? What questions do they ask? Create content that answers their problems and hesitations.
3. Create a Content Pillar System
Choose 3–5 core topics (or pillars) that support your services. For a brand designer, these could be: brand strategy, visual identity, website design, marketing, and entrepreneurship. Write a blog within those buckets.
4. Build an Editorial Calendar
Even posting once or twice a month can create consistency. Plan ahead with seasonal content, client stories, or launches you’ll be supporting.
5. Add a CTA to Every Post
Whether it’s joining your list or scheduling a consultation, every blog post should gently encourage the next step.
Start a Blog on Squarespace: A Smart and Simple Choice
As a Squarespace web designer, I help small businesses launch blog-ready websites that are both beautiful and functional. Squarespace makes it easy to start and maintain a blog, even if you’re not tech-savvy.
Why Squarespace Works Well for Bloggers:
Built-in blogging functionality
Clean, customizable templates
SEO-friendly structure (URL slugs, alt text, metadata)
Easy image integration and post scheduling
Mobile-friendly and visually polished by default
You don’t need a separate platform or developer to get started. Everything you need is built right in. You can also schedule posts in advance, create draft layouts, and use tags and categories to stay organized.
How Blogging Supports AI Visibility & Future-Proofing Your Website
With the rise of AI and answer engines, your website needs rich, accurate, and contextual content. Blogging does just that.
AI powerful tools index your blog content when generating answers
Voice search pulls structured data from high-quality blogs
SGE (Search Generative Experience) highlights unique blog over static content
A consistent blog keeps your site relevant in a landscape where algorithms are constantly changing.
What Should Your First Blog Post Be About?
Coming up with niche blog topics can feel overwhelming, but it doesn’t have to be. Here are several strategies to guide you:
1. Answer Common Questions
Think about what your clients or customers often ask.
"What should I include on my homepage?"
"How do I choose a brand color palette?"
2. Share Behind-the-Scenes Content
Take your audience behind the curtain. Share your process, day-to-day routines, or a peek into your workspace. This builds connection and trust.
3. Educate with How-Tos and Tutorials
Walk your audience through tasks or concepts they need help with.
"How to Create a Lead Magnet in Squarespace"
"How to Write Your About Page"
4. Reflect on Trends or Industry Changes
Comment on what’s changing in your field and how it affects your audience.
5. Use Keyword Research
Use tools like Ubersuggest, Answer the Public, or even Google autocomplete to find topics people are actively searching.
6. Write a Blog Post and Tell Your Story
Share your entrepreneurial journey, mistakes you’ve made, lessons learned, or wins worth celebrating.
7. Feature Clients or Projects
Create case studies or project spotlights that highlight your work and results.
Real Examples: Business Blog Ideas by Industry
Here are a few personal blog ideas tailored to service-based businesses:
Interior Designer:
"5 Paint Colors That Make Small Spaces Feel Bigger"
"What to Expect During a Design Consultation"
Wellness Coach:
"How to Set Wellness Goals You Can Actually Stick To"
"Morning Rituals to Start Your Day with Intention"
Photographer:
"How to Prepare for Your Brand Photoshoot"
"The Best Times of Day for Natural Light Photos"
Web Designer:
"How Blogging Can Improve Your SEO"
"5 Squarespace Features Most People Overlook"
FAQ: Blogging Basics for Small Business Owners
What is the purpose of your blog for a business?
A blog supports your marketing strategy by improving visibility, demonstrating expertise, and building relationships with potential clients.
What is the purpose of blogging regularly?
Consistent blogging builds SEO authority, increase your appearance in search engine results, provides shareable content, and helps establish your brand voice over time.
How do I figure out what to write about?
Start with your audience’s questions, your services, or trends in your field. Use keyword tools to validate your ideas.
What was the original purpose of a blog, and how has it changed?
Blogs began as personal journals. Today, they’re strategic content platforms that support marketing, education, and thought leadership.
How do I start a blog for my business?
Use a website builder like Squarespace, create a content plan with a few starter posts, and publish consistently. Keep it simple at first.
Do I need to blog weekly to be effective?
No. Even one to two blogging efforts a month can boost SEO and support your brand. The key is consistency and value.
How do I promote my business blog?
Promote your blog via email, social media, Pinterest, or even in your email signature. Link to them in your newsletter or from other blog posts.
Final Thoughts: Should You Start a Blog for Your Brand?
If you want to grow your visibility, connect with your audience, and build long-term trust, blogging is one of the best tools in your digital toolkit. It doesn’t have to be perfect — it just has to be useful and consistent.
I’ve seen firsthand how blogging has helped both my business and my clients’ businesses thrive. Whether you’re just starting or ready to re-energize your content, now is a great time to begin.
Ready to make your Squarespace site blog-ready?
I help small business owners create custom, strategic Squarespace websites with blogging built in. Let’s set you up with a site that’s not just pretty — but powerful.
Book a free discovery call and let’s discuss what is the purpose of blogging for you.
