Marketing expert Lucinda Sloane, of Bird Media, says blogging is very much worth all the effort

It certainly is worth the effort - and here’s why.

With short-form content seemingly taking priority and AI generating, well, everything, you may find yourself wondering, is blog writing worth your time and energy?

But blogging isn’t dead. Trust me. In fact, it remains one of the most powerful tools for building credibility, visibility, trust, and sales. Not to mention, it’s a brilliant creative outlet for people who think in words.

1. Blogging is a must for expert positioning

You know your stuff. Blogging is how you get that expertise out in the world in a way that’s useful, accessible, and searchable. A good blog builds trust, shows authority, and makes it easier for customers/clients/collaborators to understand what you stand for. It also answers their questions before they have to ask, which customers love!

2. Google still favours relevant, authentic content

Search engines love original, helpful, keyword-rich content. Every blog you write creates another entry point into your business. More blog posts mean more indexed pages and more opportunities for people to find you organically. And before you ask, yes, Google knows how to spot AI-generated content, making your original, human-written content even more valuable.

3. One great blog post can go a long way

A blog is not a standalone piece. It’s the foundation for emails, newsletters, LinkedIn posts, Instagram captions, podcast talking points, sales pitch decks…I could go on. If you’re working with a copywriter or content strategist (*I’m waving*), they’ll help you maximise every word.

4. Blog content converts without the hard sell

No one wants to be sold to, especially not by someone who only pipes up when they’ve got something to promote. Blogs ensure you give value first. You’re helping your reader make informed decisions, understand complex topics, avoid pitfalls, or see a different perspective. And when they’re ready to make a purchase or invest in a service, they’ll turn to you – the business whose advice they trust.

5. Blogging is a creative outlet

Writing is good for your brain. Blogging is a creative outlet that provides the space to reflect, order thoughts, shape your voice, and articulate views. And it is this sense of clarity that has a positive influence across everything else you write for your business.

Struggling to put pen to paper? Collaborate with a content specialist.

You don’t have to do it all yourself. If blogging feels unmanageable, collaborate. Working with a great blog writer – someone who understands your voice, audience, goals – allows you to achieve all of the above. You bring the insight; they shape the story. You talk; they type. The result: content that works for your business and sounds like you.

Interested in knowing more? Contact me directly by emailing lucinda.sloane@thisisbirdmedia.com