The Importance of Blogging for Purpose-Driven Businesses

Alice Fowler

Like most businesses, budget and resources are a hot commodity, but for purpose-driven businesses there is an extra layer of responsibility added to decision-making processes. The importance of blogging for such businesses can often be neglected in favour of thinking it’s too time-consuming and that there’s already a plethora of content out there.

Both of these are true. However, if you invest the time wisely, the payoff for implementing a solid content strategy can be huge. You can’t afford to let blogs take a backseat in your marketing strategy; unless you’re planning on throwing out AI-generated, unedited content into the ether, in which case, you’re better off spending that time elsewhere.

So, what is the importance of blogging for purpose-driven businesses

Blogging isn’t just about pushing products or services; it’s about telling authentic stories, sharing meaningful insights, and building connections based on shared values. For purpose-driven businesses, this becomes even more essential as they strive to engage an audience that is looking for transparency, accountability, and authenticity.

Let's get into it

Why Blogging Matters for Purpose-Driven Brands

Showcase Your Values

Blogging isn’t just about selling products or talking about your services. It’s about telling authentic stories and sharing meaningful insights. For purpose-driven businesses, this becomes even more essential as they strive to engage an audience that is looking for transparency, accountability, and authenticity. A strong content marketing strategy gives you the opportunity to highlight your business’s core values. Whether it’s sustainability, ethical practices, or community impact, regular blog posts give you a platform to discuss your initiatives in-depth as well as the impact in the industry you want to have.

Building Trust

A key part of Google’s E-E-A-T principle involves creating trust around your brand. For purpose-driven businesses such as charities and B Corps, consumers are increasingly concerned with corporate integrity. Visitors to your website want to know who you are, what you’re actually doing, and if they trust you enough to part with money.

By sharing industry-relevant blogs with well-researched and authoritative content, you can help foster trust and credibility. This can lead to long-term relationships with clients, partners, and supporters.

And it won’t just impact your customers. This kind of activity can go a long way to helping your organic presence in Google, too.

What is E-E-A-T?

Discover the all-important elements of Google’s E-E-A-T principle to boost your rankings.

Improve SEO and Visibility

As mentioned above, Google is looking for E-E-A-T signals when ranking websites. These sit under expertise, experience, authority, and trust. It’s very hard to get all of these signals over on just your website alone.

Even if your business is fairly niche, visibility still matters, and blogging can help your business get found by people who are searching for solutions aligned with your values.

A well-constructed, people-first content strategy will:

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Help you stand out from the crowd:

Or rather, separate you from the sea of AI-generated content out there. One thing AI really can’t do is replicate specific experiences, and that’s what will shine through in your content.

Showcase your expertise in a more meaningful way:

More than just listing your team on your website, this is a chance to really show your worth through the content you can produce.

Bolster trust in your business:

As mentioned already, it’s really important that users and Google can trust that you are who you say you are and you have the right experience to be delivering your solutions. This is even more important for purpose-driven businesses who are often held to a higher standard of accountability than others. By creating content that is linked to from other publications, or becoming involved in relevant industry events, you can start building that trust.

get it right

Blogging the right way for maximum impact

In case you can’t tell, we are not fans of creating content for the sake of it. It’s bad for the user, bad for Google, and bad for the planet. None of which you want if you’re a purpose-driven business.

Consistent, sustainable communications

The importance of blogging only applies if you’re approaching it with sustainability in mind; from a planet perspective and from a business perspective. There’s no point getting stuck into a content strategy only for it to dry up and peter out after a few months. Users arriving on your website to see your last blog from three years ago isn’t going to inspire trust and may well undo some of your good work.

Regular, but well-thought-out and in-depth content, is far better than blogging twice a week and relying on company announcements or reposting news to fill the gaps.

Repurpose & reuse

For time-strapped purpose-driven businesses every piece of content should serve a greater goal. Don’t just throw your blog up onto the website and leave it at that. Repurposing blog content into social media posts, newsletters, or case studies helps distribute your message and reach a wider audience.

Evaluate what you have

You might be sitting on a goldmine but never know it because you’ve not audited your existing content.

Conduct a thorough review of what’s performing on your website (we’’ve got a handy run-down of the process here) and cull what’s not performing.

Take time to improve those blogs or pages that have potential – they might be ranking, just not on page one, or they might be appearing for different keywords than the ones you originally targeted. Think about user intent and what they’re expecting from these blogs.

Website bloat will drag down your website carbon score and is generally bad for the environment, so ensuring that you’re producing consistent, quality content, whilst regularly reviewing what you already have so you’re not simply adding to the plethora of content already out there, will not only help get your message out there but also align with your own values.

Blogging shouldn’t just be a marketing tool for purpose-driven businesses. It’s a way to drive change, demonstrate authenticity, and build a loyal community. When done right, it helps businesses not only succeed commercially but also work towards a better world.

Need some support?

We’ve got some free resources to help you get started, but if we’ve convinced you of the importance of blogging and you’re not sure where to start, we love helping purpose-driven businesses achieve their comms potential.