When you hear the word “blog,” what comes to mind?
For many people, it conjures images of personal diaries from the early internet days. Recipes with long-winded life stories before you finally find the ingredients. Travel journals detailing every gelato consumed in Rome. Opinion pieces and fluffy brand updates tucked away on a half-forgotten page of a website last updated circa 2020 with an update during that unprecedented time.
And while there’s nothing wrong with that, it dramatically underplays the strategic power of blog content in today’s business landscape.
Where did 'blog' come from?
Let’s rewind for a moment.
The term “blog” is a shortened form of “weblog.”
In 1997, Jorn Barger, an early internet blogger, coined “weblog” to describe “logging the web” – essentially keeping a curated list of interesting websites and links.
In 1999, programmer Peter Merholz playfully broke the word “weblog” into “we blog” in the sidebar of his website. Almost instantly, “blog” became the popular term, transforming from noun to verb in a single keystroke.
Back then, blogs were personal. Informal. Diary-like. A place to document and share thoughts with a small like-minded community online.
But, things have changed.
Why 'blog' no longer fits
Today, blog content is one of the most powerful digital marketing tools you have. Yet the word “blog” still carries connotations of being optional, fluffy, or something you’ll “get to when you have time.”
Here’s what that mindset misses:
Blogs fuel your SEO (and AI search) strategy.
Each well-written post is another opportunity to rank for a customer’s search query, driving organic traffic to your website month after month. It's also essential for optimising for AI summaries and AI search. Blogs stay searchable for YEARS.
Blogs build trust and authority.
They showcase your expertise, helping people see you as a credible source before they ever engage your services, therefore shorten the sales cycle.
Blogs nurture leads.
They answer questions, overcome objections, and build confidence in your brand, all before a sales conversation begins.
Blogs strengthen positioning.
They give your brand a voice, perspective, and thought leadership presence that sets you apart from competitors. They are also repurposable and often evergreen, so continue to hold their value.
In other words, blogs aren’t just nice-to-have website extras. They’re strategic growth assets.
What should we call them instead?
This is why I prefer to use the term growth content.
Because that’s what it is:
Content that works for your business.
It’s not just sitting on your website looking pretty. It’s driving traffic, educating your audience, building trust, and supporting your sales process, 24/7.
It turns your website from a passive online entity into a hardworking asset.
An employee that never sleeps, never takes a sick day, and pops up at the right time on your customer's search schedule, bringing in warm, qualified leads ready to work with you.
Reframing the way we see content
When you think of your blog as growth content, it changes how you approach it.
✔️ You create posts with purpose, not just to fill a content calendar.
✔️ You write for your audience’s needs and questions, not for algorithms alone.
✔️ You see each piece as an investment in your brand’s future, not just a one-off post.
Because growth content isn’t about ticking the “blog” box. It’s about:
Showing up as the trusted expert your customers are looking for
Staying visible and relevant in your market
Building relationships before you ever speak to a prospect
Making your website work harder for your business every single day
Shall we agree to ditch the word 'blog'?
In 2025, your content needs to do more than log your thoughts. It needs to drive growth.
If you're looking for support in creating growth content for your website, reach out to chat. I can help you create an intentional strategy with content that becomes a valuable asset for your brand.
