In 2025, a business’ digital presence plays a vital role in their success, but is often overlooked due to the chaos of running said business. There’s so many options for digital branding with some seeming like a “quicker” route to gain visibility with potential customers. The truth is that “quick” isn’t always the “best option.” The magic of social media is undeniable when done right, but it is a very fast pace route that requires a lot of posting and consistency. Is it important? Absolutely! Is it the “best option” for gaining online traction and visibility? It depends on where you are seeking customer engagement.

Some business owners chase search engine Pay-Per-Click which is quickly becoming more expensive and harder to rank in the search results, especially organically. The integration of AI in search engines is making it even more difficult to compete as a small business. So how can your company keep up without breaking the bank? One of the most tried and true ways is consistently posting articles to your business website that are relevant to your services or products and what your potential customers are searching for online to find you!

Articles Are Still A Powerful Digital Branding Tool

While everyone is raving about video content, AI-driven marketing tools, and short-form social media posts, some business owners are left wondering if potential customers still read articles. Yet, long-form written content remains one of the most trusted and effective ways to establish credibility and capture the attention of your potential customers online. Well written articles can set your business apart from your competition by showing your knowledge around your industry, while also giving you the opportunity for you to demonstrate the benefits of your business’ products or services in creative ways.

  • Search Engine Optimization (SEO):

    Google and other search engines rely heavily on written content to determine which businesses should rank highest in organic search results. Articles with relevant keywords, structured formatting, and vital industry-related information will organically improve your business’s chances of being found by potential customers searching online.

  • Depth and Value:

    Unlike the short-form nature of social posts, articles allow a business to explore topics relevant to their industry and customers needs in detail. This allows you to showcase your expertise, while providing solutions to potential customers’ problems. This positions your business as a trusted authority rather than just another seller. Strong call-to-actions and internal links also allows customers to learn more and dive deeper into your business’ website at their own pace, giving them all the information they need to make a purchase decision based on their unique needs and personality.

  • Evergreen Content:

    A well-written article can continue to drive traffic for months or even years after publication. On the contrary, paid ads disappear once your budget ends. Articles are a long-term investment, but well worth the time spent to cultivate a strong digital presence. Articles can also be posted to social media platforms, such as Facebook or LinkedIn, increasing their reach with your potential customers.

  • Content Foundation:

    Well structured and cultivated articles can also provide material that can be repurposed into social posts, newsletters, video scripts, and more, making them the cornerstone of an efficient content strategy. This multifaceted approach has benefited many small businesses in saving time with long-term content creation. One piece of long-form content can be broken down into several, if not dozens of pieces of short-form content over time.

Simply put, if done correctly articles can serve as the digital backbone of a brand’s authority and discoverability online. It can also be a means of cultivating consistent content online with efficiency without breaking the bank.

Benefits of Articles Consistency

Publishing one article can potentially be helpful, but the real impact comes from publishing consistently. Consistency will also work to your advantage when leveraging the search engine algorithms and feeding them the type of content that will rank highest organically. There are many core benefits of committing to a regular publishing schedule with a goal of reaching your target audience.

  • Stronger Search Engine Rankings:

    It is no secret that the top search engines reward websites that make frequent updates and provide valuable information that customers are actively searching for. It is literally what search engines are designed to do – connect people with the information and businesses that best meet the needs they are searching for. If you don’t tell the search engines what your business is about, how can it connect you with the customers needing the products or services you sell? Each new article is another opportunity to rank for the keywords that your potential customers are actively searching for. For example, if Tommy’s Heating and Air is writing weekly articles related to their services, they can organically capture the search engine traffic from homeowners seeking help with heating and air conditioning issues that align with their articles. Over time, writing articles consistently builds a library of relevant content that the search engines can match with potential customers based on the topics they are searching for, making your site more likely to appear in their search results. This strategy even works when competing against larger companies in your market.

  • Establishing Thought Leadership and Trust:

    Customers will always prefer to buy from businesses they trust. Creating a relationship with your customers in-person, as well as digitally can make you the go-to provider in their minds. Articles allow small businesses to demonstrate expertise, educate their audience, and provide helpful advice before a purchase is ever made. You want to be the first business that your potential customers think of when they need the products or services that you sell. For instance, a family owned jewelry store may make a majority of their sales from engagement and wedding rings. These are long-purchase cycle sales that may only be made once or twice in a lifetime. Being the top of mind brand is vital for these businesses who are dependent on making these kinds of large ticket sales. How will you stay on the mind of your potential customers so when they need what you sell… they come to you? The answer is frequency. They need to first know about your business and hear from or about you often enough to be able to recall your brand in those vital moments. This thought leadership builds trust, making it more likely that your potential customers will convert into paying customers when the time arises.

  • Driving Website Traffic:

    Every published article is a new “entry point” into your website. Instead of relying solely on the homepage or product pages, articles can attract organic visitors who may not have otherwise found your business. It also allows you to build “rabbit holes” or “information funnels” within your website that allows your potential customers to stay on your website as they learn more about your company and what you sell. The longer they stay engaged on your website the more of an impression your brand will make on them and the more likely they will be to make a purchase from you. The more unique your article content is, the more it increases the likelihood that these customers will read the whole article, as well as explore your website in depth. If a veterinarian is writing articles on “Caring For Your Elderly Pet” might attract people searching for solutions that relate to their particular situation. This same concept can be transferred to any industry and brand. Even if the reader wasn’t looking for a veterinarian that day, that business is now on their radar because the information they shared is relevant to their particular circumstances and needs. It’s all about writing to the needs, the “pain points,” and the questions that motivate your potential clients. This looks a little different for all businesses and industries, which is why cultivating content that speaks specifically about your brand and your target audience is vital.

  • Assisting in Social Media and Digital Campaigns:

    One of the biggest challenges facing small businesses is cultivating enough consistent content to share on social media platforms, as well as through email newsletters. Writing articles regularly can easily solve this problem by providing valuable content that can be shared across a multitude of platforms. Once the information is fleshed out, it is very simple to repurpose it through other digital mediums. There are countless ways that articles can be broken down into short-form content and shared in ways that can lead potential customers to your website, while building brand awareness and industry expertise for your company. A single 1,500-word article can be repurposed into:

    • 3 – 5 Short-Form Social Media Posts
    • An Email Newsletter With a Call-To-Action
    • A Long-Form Video
    • Several Short Video Clips
    • Infographics

This strategic approach keeps your business’s branding consistent and engaging without the stress of constantly brainstorming fresh ideas. It also adds to the “rabbit holes” and “information funnels” we spoke about earlier that can keep customers engaged with your website longer. A great example of this is the “Monday Morning Memos” produced by Roy H. Williams. In fact, he has been leveraging this technique of content stacking since the days of the fax machine… Yes, you read that correctly. The days of the fax machine. 

  • Higher Conversion Potential:

    Well structured articles give businesses the opportunity to guide potential customers through the decision-making process. This is done by strategically writing content that educates, answers objections, and showcases solutions to the reader. This subtly leads potential customers toward becoming paying clients. A landscaping business might write an article addressing “The Top 5 Signs It’s Time to Redesign Your Yard.” Readers who identify with these indicators are then primed to reach out for a consultation. It may even highlight to the potential customer that they are closer to making a purchase decision than they may have previously thought, as you have educated them on what to look for to solve a problem they may or may not have known that they actively have.Too many websites don’t have enough information for clients to make a purchase decision. Well written articles are a great way to ensure there is more than enough information for people to pull the trigger on purchasing from you. It is important to be aware that all personality types make purchase decisions based on different information. Well balanced and curated content can ensure that you give all potential customers the necessary information they need to choose your brand, regardless of the personality type.

  • Compounding Returns Over Time:

    The greatest advantage of posting articles consistently is the cumulative effect. Each new article adds to your business’s online footprint, ultimately increasing your brand’s visibility, authority, and traffic. This differs from one-time marketing tactics that many small businesses rely on. The benefits stack up quickly, creating exponential growth over months and years. As you accumulate more and more articles over time, you will organically rank higher and higher in search engine results without having to invest more money in paid advertising. These results can be increased by leveraging relevant images, videos, and graphics within your posts as well. The more there is for the search engines to feed potential customers, the better your business will do organically online.

The process of creating consistent content, especially long-form content can seem daunting to some business owners. While it is a time commitment, it is also an incredible opportunity to to invest in your business without throwing your marketing budget at short term ads. There are a number of strategies that can help you with efficiently creating high-quality content as well as scheduling your posting to maintain consistency. Having a strategy that prioritizes both can help any small business achieve success in increasing organic website traffic and brand awareness.

To learn more about how your business can take advantage of these strategies or to discuss hiring a Wizard of Ads Partner to assist you in your digital copywriting, please feel free to reach out or schedule a Free 90-minute Branding Consultation with Wizard of Ads Partner Syre Klenke.

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