Client engagement: if you have news to share with your core audience, a blog is the best way to do it. Not only are existing customers kept in the loop, but a blog is already optimised for sharing on social media. If you hook your current client base with an engaging blog, they will be encouraged to share it to their friends and followers.

Establish your expertise: a key component of Google’s search algorithm is E-A-T. It stands for Expertise, Authoritativeness, and Trustworthiness, and is a way of determining a website’s usefulness for the end-user. By producing high-quality blog content, you can establish your knowledge and expertise within your industry, thereby increasing your E-A-T score. This has a knock-on effect, as regular visitors to your blog will know that your content is to be trusted, making them more likely to share your posts with others.

Improve brand awareness: a good blog will not only get more hits from targeted Google searches but is also more likely to be shared across social media platforms. This costs your company nothing in terms of time or investment, yet can result in a significant upswing in brand awareness, particularly at a local level.