Just about every business website includes a blog. To say the least, nearly every business website believes it should. Blogging has been publicized for years as the marketing activity you mustn’t skip: “You need content”, “You need SEO”, “You need to post regularly”, etc. So businesses began blogs and wrote a few articles, but in most cases, watched them languish.
Not because blogging is useless. But in a lot of cases because it was never attached to a clear business goal. In fact, a blog is not a checkbox. It’s not a website’s necessary feature. And it isn’t necessarily a growth engine.
However, a blog can be one of the most long-term valuable assets on your website if used properly. If nor, it’s a graveyard of out-of-date posts and wasted effort.
Here at ACT360, we’ve been doing a lot of this kind of work, consulting with businesses on not just what content to create, but even if it makes sense for them to do so.
“A blog should be there to help your business sell and how your customers make a decision. If it’s not doing that, it’s just noise,” says Adam Bowles of ACT360.
The Big Misconception About Business Blogs
The most common reason that anyone starts a blog in business is the same: because everyone else has one. Occasionally, this reason comes fueled by SEO advice by a marketing agency, or by that vague sense that “content is good.”
But a blog is not a strategy. It is a tool.
A blog only creates value if:
- It answers real customer questions
- It supports your sales process
- It builds trust and authority in your expertise
- It compounds visibility over time
Without that, it’s just more pages on your website.
- When a blog is aligned with how customers research and buy, it becomes a long-term growth asset.
- When a blog is created without a clear objective and planning, it becomes a maintenance burden that quietly gets abandoned.
What We See in Real Organizations
With companies that are asking about content and blogging, we often see:
- A blog with a few posts from two years ago
- Content written “for SEO” but not for real buyers
- Topics that have nothing to do with how the business actually sells
- No clear ownership of content creation
- No plan for updating or maintaining existing articles
- No connection between the blog and the sales process
Therefore, we believe that, in these cases, the problem is not effort. The problem is direction.
What a Blog Is Actually Good At
When used with purpose and direction, a blog can be extremely powerful.
1. Answer Customer Questions at Scale: Instead of explaining the same things over and over in meetings and emails, your website starts doing that work for you.
2. Build Trust Before the First Call: By the time someone contacts you, they already understand how you think and how you work.
3. Improve Search Visibility Over Time: Helpful, relevant content compounds. It doesn’t stop working when the ad budget stops.
4. Support Sales Conversations: Good articles become tools your sales team can send to prospects to explain complex topics clearly.
5. Establish Authority in Your Space: Not by claiming expertise, but by demonstrating it.
The Real Costs Nobody Talks About
A blog is not free. Not in money. But in time and in attention. A proper blog requires:
- Strategy and topic selection
- Writing or editing
- Quality control
- Publishing and formatting
- Updating old content
- Ongoing consistency
The biggest hidden cost is abandonment. Half-built blogs with outdated content often hurt credibility more than they help it. This is why, our advise to you is: don’t go with “we’ll just start a blog” plan.
When a Blog Makes a Lot of Sense
A blog is usually considered a strong investment if:
- Your buyers research before they contact you
- You sell something complex or trust-based
- Your sales process involves education and explanation
- You get the same questions over and over again
- You want to build long-term inbound visibility
In these cases, your blog becomes part of your sales and education system, not just your marketing.
When a Blog Is Mostly a Waste of Time
Following the same logic, a blog usually becomes a poor investment if:
- You have no plan for consistency
- You have no clear audience or questions to answer
- You rely entirely on ads or referrals and don’t need inbound
- You don’t plan to maintain or update content
- You’re doing it “because you should”
In these situations, you’re often better off investing in:
- Better core pages
- Clearer service explanations
- Case studies
- Guides or resources
- Sales enablement content
How ACT360 Approaches Website Content
ACT360 does not start with “you need a blog.” We start by understanding:
- How your customers make decisions
- How your sales process works
- What questions slow deals down
- What content would actually help
- And what you realistically have the capacity to maintain
That is exactly what our Web Development approach is designed to support
Sometimes that leads to a blog. Sometimes it leads to guides, resource pages, or a completely different content structure.
The goal is not to publish more. The goal is to make the website more useful to the business.
The Real Question to Ask
The real question is not: “Should we have a blog?”
It is: “What content would actually help our customers and our sales process?”
If the answer is “we’re not sure,” then the strategy needs to come before the writing.
Final Thought
A blog can be one of the best long-term investments you make in your website. Or it can be a slow, quiet waste of time.
The difference is not effort. It’s intent, structure, and alignment with how your business actually works.
If you want to build a website that supports growth, not just activity, ACT360 can help you decide what kind of content strategy actually makes sense for your business.
T: 705-739-2281
E: [email protected]
