Blogs are back for 2026
Why I believe Blogs Are Back (and More Important Than Ever) in 2026
For a while, blogs were dismissed as “old school”. Social media took centre stage, short-form content ruled, and many businesses quietly stopped publishing long-form content on their own websites.
In 2026, that’s changing fast.
Blogs are not just back. They’re becoming one of the most powerful assets a business can own.
1. You don’t own social media. You do own your blog
Social platforms change constantly. Algorithms shift. Reach drops overnight. Accounts get restricted or lost.
Your blog lives on your website.
You control it.
You benefit from it long-term.
Every blog post becomes a permanent asset that can:
attract the right visitors
support your services
answer real client questions
quietly work in the background long after you’ve posted it
This is especially important for businesses moving away from constant posting and towards more considered, sustainable marketing.
2. Blogs now fuel both SEO and AI discovery
User search has changed. We’re no longer just typing keywords into Google. We’re asking Chat GPT and Google Gemini actual questions. Blogs give you space to:
explain what you do clearly
show your expertise in full sentences
answer the kinds of questions people actually ask Google and AI tools
Well-structured blog content is now what feeds:
Google search results
Google AI Overviews
AI assistants pulling trusted answers
If your website doesn’t explain things properly, AI has nothing solid to work with.
3. Blogs can build trust before someone ever enquires
By the time someone lands on your enquiry page, they’ve usually done their homework.
Blogs allow potential clients to:
understand your thinking
see how you approach problems
feel your tone and values
decide if you’re the right fit
This is especially powerful if your goal is to work with fewer clients at a higher level. Blogs pre-qualify people before they ever email you.
4. Blogs support everything else you’re doing
A single blog post can be reused across:
newsletters
Instagram captions
carousel ideas
story talking points
internal links across your site
Instead of constantly creating new content from scratch, your blog becomes the anchor. Everything else points back to it.
“But my business has nothing to say…”
I completely understand this and I believe it’s the biggest myth that stops people blogging.
Most business owners aren’t short of ideas. They’re just too close to their work to realise that what feels obvious to them is exactly what their clients are searching for.
If you answer questions, explain processes, or guide people through decisions, you already have blog content. Here’s some examples
If you’re a service provider
You don’t need opinions. You need clarity.
Blog ideas:
What actually happens when someone works with you, step by step
How to prepare before booking your service
Common mistakes clients make before coming to you
When someone isn’t ready to work with you yet
What results realistically look like (and how long they take)
These posts quietly pre-qualify clients and reduce back-and-forth emails.
If you’re a designer or creative
Your process is absolute gold and should drive your blog content.
For example if you are a photographer offering brand photo shoots some Blog ideas could be:
How to prepare for a branded photoshoot (and what to think about in advance)
What to wear for a brand shoot and why it matters more than you think
How to choose locations that actually align with your brand
Ways to use your brand photos across your website, social media and marketing
How often you should refresh your brand imagery as your business evolves
The difference between “nice photos” and strategic brand photography
What happens during a brand shoot, step by step
These posts help clients feel confident before they ever enquire and position you as a guide, not just someone who takes photos.
A simple reframe that unlocks blogging
You’re not writing a blog.
You’re answering one question at a time.
If someone asked you about your job, your role in the business, or the service you provide, you wouldn’t think, “I’ve got nothing to say.”
You’d talk about what you do.
You’d explain how it works.
You’d share what clients usually need help with and why.
That explanation, written down clearly and calmly, is the blog post.
Blogging isn’t about being a writer.
It’s about explaining your work in a way your audience can understand.
And once you see it that way, the ideas stop being hard to find.
In 2026, the strongest blogs aren’t built on opinions. They’re built on real questions.
The tools below help you see what people are actively searching for, asking and struggling with, so your blog content aligns with real demand rather than assumptions.
+Answer the Public
is a search listening tool that shows you the questions people are actively typing into Google around a specific topic.
You enter a keyword related to your business and it generates:
questions people ask (“how”, “why”, “what”, “when”)
comparisons
common concerns and phrases
It’s especially useful for:
uncovering real language your audience uses
generating blog ideas that answer genuine questions
shaping FAQs and long-form blog posts that support search and AI discovery
Instead of guessing what to write about, Answer the Public helps you write content that reflects what people already want to know.
+Google itself (still the most underrated tool)
Before any paid tools, Google gives you real human behaviour.
Use:
Autocomplete – start typing a question and note what Google finishes for you
People Also Ask – instant blog headlines hiding in plain sight
Related searches at the bottom of the page
If Google is suggesting it, people are searching it.
These are ideal for:
FAQs
“Should I…”
“How does…”
“Is it worth…”
+Client emails, DMs and discovery calls
This is the easiest place to start, listen to your clients, it’s what I did and why i’m writing this blog post.
Turn these enquiries/concerns and questions into posts:
“Can you just explain…”
“I’m not sure if I need…”
“What’s the difference between…”
“Is this normal?”
If one person asks it, dozens more are probably thinking it.
If your business has grown and your website content no longer reflects the level you’re operating at, this is exactly the kind of work I help with.
From blog strategy and site structure to SEO-led content and Squarespace builds, I help businesses create websites that explain what they do clearly and work hard behind the scenes.
