Intro

The world of digital marketing changes at a breakneck pace: it's hard to keep up even when you work in the industry. For those managing a business, figuring out the best strategy for their marketing plan represents a real challenge: the options are endless, but the budget isn't quite as infinite.

At first glance, you might think the corporate blog is obsolete, useless and a waste of resources that could be allocated elsewhere: why not just make a viral video on TikTok instead?

Well, even today, the blog remains a fundamental tool for content marketing. For those still skeptical, we'll try to convince you otherwise in this article.

The Internet has changed, and so have blogs

Our conception of blogs is somewhat stuck in the early 2000s: an editorial space where creative minds—and others—from around the world came online to share their ideas, reaching numbers of people that would have been unimaginable decades before.

Over time, though, this format has changed quite a bit, and with it, how we use it. Individual creative expression moved to social media, perfect for immediate, personal and authentic communication. Blogs, on the other hand, became the paradise of corporate content marketing.

Today, many perceive that companies have opted for social media as their only channel for digital promotion of their services. In the collective imagination, if a company wants to promote itself online, there's only one path: dance along to the latest TikTok trend, hoping it goes viral. And this is precisely where blogs reveal themselves as a winning weapon: they're a owned space where you're truly the master of the content you publish.

There's no platform logic, no algorithm demands, no trends to chase: just text and everything you have to say. Of course, there are rules here too: tricks and strategies that guarantee optimal search engine results. But unlike Facebook, Instagram and other media, there's less pressure to conform to the latest challenge, dance trend or song.

In a world of identical content and worn-out messages, we're slowly rediscovering the pleasure of having a space where we can write our perspective on things, at our own pace and according to our own rules. A re-education toward slowness, elaborate thoughts and original discourse that, over time, sets companies apart from the crowd, but also ensures truly original marketing—tailored to reality and the products you want to tell.

What's a corporate blog actually for?

A good blog can deliver commercial results and strengthen brand reputation. However, there's both good news and bad news. The bad news is that simply writing what you think won't automatically bring conversions, SEO indexing and strong brand reputation. The good news is you don't need to do cartwheels to see tangible results.

First and foremost, it's crucial to understand what message you want to communicate: who do I want to reach? How do I want to be perceived? What's the ultimate goal of the articles I write?

Some companies write informative articles about a service or product they offer, while others focus on legal guidelines to steer consumers toward conscious choices.

These articles follow a common logic: boost your website's search indexing, build reputation through authoritative information and content, and finally, drive conversions through targeted calls to action. The structure of this strategy could be summed up as: I explain what your problem is → I tell you the possible solutions → I demonstrate my expertise → I invite you to a deeper, no-obligation consultation.

The simple fact that a communications agency has a blog hints at just how relevant this tool still is in the universe of digital marketing. We at sixeleven believe in it firmly: the blog is the quintessence of brand storytelling. A space to share your perspective on things, not just for commercial gain, but with editorial intent.

Beyond conversions and leads, a blog is an excellent space to address countless topics. Our blog, for example, aims to provide an insider's perspective on this industry, both to engage with colleagues and experts, and to guide those just starting out in an increasingly fragmented world like communications.

This is how we tell the sixeleven story: it's part of our DNA to look beyond the surface to discover what's behind the trends, and we like to explain why things are done a certain way. It might seem like a less commercial approach, sure, but it's essential for those working in this field to show that even what might seem trivial hides strategy and reasoning.

Editorial approach or commercial approach?

Much to the chagrin of those who thought it was an outdated channel, corporate blog competition out there is ruthless. If you think of a topic, there's probably already a comprehensive, well-written article about it. If the person writing it is an industry-leading organization, you're done for. Objectively, trying to compete against well-indexed content makes little sense: the path forward requires a blend of purely editorial content and textbook content marketing articles.

One route is to invest in market niches: those secondary search keywords that few have wanted to write about. Alternatively, you can present an alternative perspective that could distinguish your brand among a sea of agreeing opinions. Heads up though: you need to believe what you're saying. Being contrarian just for the sake of it, without being able to back up your claims, isn't a good strategy.

In general, the golden rule of content marketing is to talk about what you know, share what you believe in, but only when you actually have something to say. It's better to have a blog with a few effective and truly impactful articles than a portal full of mediocre, generic content, or worse, content generated entirely by artificial intelligence.

Do Blogs still drive traffic?

We've provided several talking points on the usefulness of blogs in 2026. We know, though, that our opinion, however authoritative, isn't enough: a good blog article must necessarily provide credible data to prove its thesis.

Companies with active blogs get 97% more backlinks than companies that don't use them. For indexing purposes, even without an overly aggressive SEO strategy, the corporate blog remains a fundamental strategic asset. That's precisely why 76% of content marketers use blogs for their work: far more than those who use newsletters and email marketing campaigns.

The importance of blogs remains crucial especially in the English-speaking world: in the USA alone there are more than 31.7 million active blogs, with 71% of blogs in English.

There are also winning structures for blogs: generally, articles with more than 3,000 words get 138% more visitors. Images help a lot too: it's recommended to include 2-3 photos and when possible videos to enrich the user experience.

It goes without saying that content quality beats every statistic: only interesting and truly informative text can guarantee both qualitative and quantitative results for a brand's blog. Images, length and video are only aspects to consider for optimizing traffic, but content should always be the focus during the writing phase.

Is Substack a Blog?

The virtual world is made of matter: nothing is created and nothing is destroyed. That's why we decided to include Substack in this piece: it's a blogging platform that, by blending newsletter and social media logic, offers numerous creators the possibility of having their own editorial space, whose content is distributed not only through indexing and search engines, but also through an algorithm.

Substack represents a new way of doing blogging, reviving the format that shaped the internet in the early 2000s. Right here a myriad of independent writers and journalists found fertile ground for their creations, driving the app's popularity.

Could it remain a happy island for small creators? Obviously not. In recent months, increasingly large entities have landed on the platform, aiming to mark their territory before competitors.

From the New York Times to Charli XCX, Substack is becoming an increasingly contested terrain, representing a new frontier for those investing in brand storytelling and content marketing. If you're thinking of launching a corporate blog, you might also consider publishing your content here, getting ahead of the competition.

Who does actually need a corporate blog?

In 2026, it still makes sense to launch a corporate blog. But only if you have something to say. The numbers are there, the market is there: there are countless topics and infinite niches to position yourself in, if you have something truly interesting to say and, most importantly, if you know what you're talking about.

So, when someone is evaluating whether to launch a corporate blog, they need to answer the following questions honestly:

• Do you have something original and interesting to say?

• Do you have mastery of the topics you'll be covering?

• Do you have time to write, edit, publish and update blog content over time?

Anyone who didn't answer yes to all three questions might find it more suitable to focus on more immediate platforms, like social media.

However, this choice comes with less independence in communication and, without significant advertising investment, growth will tend to remain limited. There are agencies that can guide brands through this journey, from strategic to editorial management, ensuring the production of effective, consistent and quality content.

Fortunately, you're on the website of one of these agencies!