What Makes a Great Blog

The most-read blogs on the Black Twig website over the past year weren’t flashy trend pieces or industry hot takes – they were practical, focused, and strategic. From tradeshows and social media tips to the value of video, our top-performing blogs all had one thing in common: They answered real questions and supported business goals. That’s exactly what great blogs should do.

In a marketing landscape where attention is hard-won and sales cycles are long, blogs remain one of the most effective and most underutilized tools for building awareness, raising consideration, and driving sales. But not just any blog will do.

Why Blogs Still Matter

A blog is a foundational piece of owned media – content you create, control, and publish on your own platform. Unlike earned media (where third-party credibility is the currency and self-promotion is off-limits), owned content gives you the freedom to speak directly to your audience, promote your offerings, and shape the narrative of your brand.

Done right, an effective blog becomes more than content. It becomes an engine, fueling SEO by adding fresh subject matter and relevant keywords to your website. They provide built-in touchpoints for engaging your audience through newsletters and organic social posts. Plus, they give your sales team timely, relevant material to share with prospects.

So, What Makes a Great Blog?

It’s not length or language that defines a successful blog – it’s purpose. The strongest blog content checks these three essential boxes:

Owned Content That Moves the Needle

We’ve seen firsthand with real clients how blogging strategies, when done with purpose, can deliver measurable value.

For RMC Global, a cybersecurity & risk management firm working in critical infrastructure sectors, our blogs help demystify complex topics like OT patch management and private LTE risk. The content supports both sales and reputation – creating touchpoints for decision-makers, seeding talking points for leadership, and opening the door to future media coverage and thought leadership opportunities.

With AppointLink, a law school-focused software provider, our blog content zeroes in on the real-world inefficiencies faced by academic administrators. Through focused, benefit-driven storytelling, we’ve helped bring attention to their solutions while also boosting website traffic and generating content for social media and client outreach.

In both cases, the blog serves as an intentional tool, helping define the brand’s voice, deepen audience understanding, and drive action.

Final Thought: Strategy First, Always

A blog without strategy is like a road without direction – it goes nowhere. But when you align blog topics with marketing goals, audience needs, and platform opportunities, the return becomes real. The success of our most-read Black Twig blogs shows that practical, strategic content is what audiences find most valuable. Linked below, you can find them and take a closer look to gain additional insights for your own marketing efforts.

• Maximizing Your Tradeshow Presence: Key Considerations for Businesses
• 5 Tips to Elevate Your Social Strategy
• The Power of Video: How It Can Elevate Your Marketing Efforts

The role of blogs has evolved, but their purpose remains the same: to inform, engage, and convert. The difference today? Only the best content will do.

Looking to make your content work harder for your brand? Partnering with an experienced agency can help you take it to the next level.