Think blogging’s just for SEO? You couldn’t be more wrong…
Everyone bangs on about “SEO this” and “SEO that” - like blogging only exists to supercharge your search presence. Somewhere along the way, blogging has been pigeonholed into SEO strategy, and that’s kind of sad.
Insert the right keywords, publish consistently, and wait for the clicks to roll in. That’s the promise, right?
Sure, blogging can help with search rankings, but it’s a mistake to treat it as just some sort of Google-baiting lottery ticket.
The reality is, for a lot of small businesses, getting to page one of a search result can be a hard slog. You're up against competitors with bigger budgets, older domains, and content teams churning out blogs in bulk.
It feels pointless, especially when most of your leads aren’t even coming from search in the first place.
They’re coming from your Instagram bio. From your email newsletter. From referrals. From networking events, DMs, and conversations you’ve had in the real world.
But that’s where blogging gets interesting: It’s more than just about attracting leads. It’s about moving them forward.
Your blog isn’t a traffic tool. It’s a trust tool.
Let’s say someone drops into your DMs with a question after seeing a post you shared. They’re curious, but not quite ready to commit. You could go back and forth answering every detail - or hit them with a full-blown sales pitch - but a giant DM thread is off-putting and time-consuming, right?
But what if you could keep the conversation light, relevant, and still share everything they need to know?
Instead of typing out an essay, you send a blog link with a message like: “Hey, I hear you and I’ve actually written something that might help. Want to take a look?”
Now you’re being helpful, not pushy. You’re showing you’ve listened, you understand where they’re at, and you’ve got ideas, not just a service to sell.
That one link builds more connection than a hard sell ever could. It feels thoughtful. Personal. Purposeful. Because it shows you took the time to find something just for them - something that would’ve taken them ages to track down on their own.
And here’s the best part: it only took you a minute. You already knew that blog existed. You just utilised what you’d already written to move the conversation forward.
The same goes for a networking lead. Instead of a bland follow-up email, you send a blog that ties back to what you talked about. Suddenly it’s not just a “great to meet you” message, it’s a “I’ve been thinking about what you said, and I thought you might find this useful” message.
Small? Yes. But powerful.
These are the kinds of moments that shift perception, stick in people’s minds, and quietly show you care.
A blog is a conversation extender
People often ask, "Should I even bother blogging if I’m not trying to get found on Google?"
But that’s like asking if you should write a brochure if no one’s going to stumble across it in the street. Why would they? The point of the brochure is to have something useful to give people once they’re in your world.
And that’s exactly how a blog works. It becomes something you can reach for. Repurpose. Reference. Reuse.
Onboarding a new client? Send them a blog that explains how you work.
Answering the same question on calls? Send a blog that breaks it down.
Someone hesitant to book? Send a case study blog that shows how you’ve helped someone like them.
It saves you time. It makes you look polished. And it keeps your leads engaged without needing constant 1:1 effort.
Blogging is strategic, not just searchable
Yes, SEO has its place. But for most small businesses and service providers, it’s just one piece of the puzzle. And often not the biggest one.
The blogs that convert are the ones that were written with real people in mind. With real objections, real confusion, real curiosity.
They’re not trying to be everything to the algorithm. They’re trying to be something useful to your audience.
When you understand what your audience needs to hear to move forward… that’s when your blog becomes powerful. Because now you’re writing with purpose. Now it’s not content for content’s sake. It’s a tool in your kit.
So if blogging feels like a waste of time...
Ask yourself this:
Are you using it to support your existing marketing?
Do you share your blogs in conversations or outreach?
Are they written to help your leads feel seen, understood, and reassured?
If not, blogging hasn’t failed you. It just hasn’t been used properly yet.
And that’s the shift that turns blogging from a passive hope into an active part of your sales process.
If you need support with creating consistent blogs that serve a purpose and help you take leads over the line, I can help. Book a free discovery call and let’s chat about it over a brew.
