Does your company need a blog?

Not long ago, it was common sense for a company to invest in a blog. The idea was to create regular articles that signal to search engines that your site is active, to provide content for your customers, and to attract search traffic in return.

Sure, the term “blog” might have gone out of fashion, but the strategy remains true: Whatever you want to call it, a blog helps your website remain relevant and active. It also gives you a certain flexibility when you need to publish announcements or have some information that doesn’t fit anywhere else on your site.

Should your website have a blog, then? A lot of clients request one by default and we have implemented a lot of blogs in the past. But that doesn’t mean a blog makes sense for everyone.

The main problem is that publishing regular content is a big commitment. Even with the best intentions, a lot of companies struggle to come up with ideas for articles that make their blog… well, relevant and worth reading. Also, somebody needs to write all the posts! There’s even a chance you might have to hire a dedicated content writer to do that and do it well.

The challenge is even greater when you’re running a multi-language website: All the content you’re publishing needs localization, which multiplies the workload by the amount of languages your website supports.

All too often, blogs become abandoned, posting happens infrequently or not at all, and over time the content on the blog becomes outdated. This, of course, defeats the entire purpose of having it in the first place.

The highest chance a blog works out for you is when it fits your overall website content strategy. That means it shouldn’t exist for its own sake but rather as an outlet for the kinds of content you need to share with the world anyway.

Here’s an example: In 2024, we created a website for TSPA, a Berlin-based urban planning company. They work on projects around the world and have lots of interesting stories to tell.

For TSPA, a blog makes all the sense in the world: Their work experience makes for compelling stories and helps them gain organic keywords. They don’t need to pretend to be interested in a topic just to please search engines or to compete for keywords.

Their team is knowledgeable about their work, likes to write, and they have lots of visuals to enrich the articles. Crucially, the blog doubles as a project database to gain new clients.

In short, they’re able to avoid many of the commitment issues we mentioned earlier—which makes for a compelling blog that’s frequently updated.

If you’re considering a blog for your website, we suggest you think about the following:

One last piece of advice: Don’t be tempted by AI-generated content. More and more text on the Internet is written by AIs, it’s often generic and doesn’t have any ideas that can’t be found elsewhere. Don’t fall into the trap of believing that all content is filler — low-quality content can quickly influence how your audiences perceive your brand.

Instead of adding more AI-generated content to the internet, focus on sharing what truly makes you unique—your ideas, your work, and everything that sets you apart from the generic baseline often produced by AI.

Thinking about starting a blog? We’re happy to help you figure out if it makes sense for your website—and how to make it work if it does. Get in touch.