I was recently asked by a horticulture business executive whether their company’s blog should be called something different. Should they use the word “Blog” on the website?
This business currently uses “News and Articles,” but there are many ways to frame a content hub on your website, depending on your goals and audience. Maybe “Blog” is right for you. Maybe you’d like a custom brand based on a creator within your business, like “Deep Thoughts By Jack Handey.”
The title of your blog sets expectations for tone, authority, and engagement, so choosing the right one can impact how people engage with your content.
Here are some quick thoughts for you to consider.
Pros of Calling Your Company’s Blog a “Blog”
- Familiarity and Comfort: Most people instinctively know what a blog is. The word suggests regular, fresh content that’s accessible and easy to digest, which can make your audience more likely to check in often. For businesses, especially in industries like horticulture or water management, this familiarity makes it easy for new readers to navigate the content. Think of it as providing a comfortable starting point, inviting readers to explore without the formality of news or resources. It’s a blog! What else do you need to know?
- SEO Benefits: Blogs are recognized by search engines as constantly updating, dynamic content, which means they are favored for indexing. This can help drive organic traffic, especially when your posts are optimized around relevant keywords. There’s a nice SEO boost in structuring your URLs so that Google understands where your blog begins and where it ends.
- Humanizing Your Brand: A “blog” allows you to showcase your brand personality. The conversational tone typically associated with blogs makes your business feel more relatable, encouraging deeper engagement from your audience. Blogs often open the door to thought leadership, allowing you to build trust with insightful commentary on industry trends and customer pain points.
Cons of Calling It a “Blog”
- Perception of Informality: While a blog can be approachable, it might also be viewed as less formal or professional. For businesses targeting more traditional or conservative industries, like utilities or municipal water services, this could undermine credibility. Perhaps “blog” feels too close to what your teenage daughter writes.
- Limiting Scope: The word “blog” might lead people to expect casual, day-to-day posts rather than in-depth articles or industry reports. If you regularly post data-driven insights or high-level resources, terms like “news” or “insights” may set a more accurate expectation.
- Audience Expectations: B2B audiences, especially in industries like environmental solutions or technical services, may prefer more formal, structured content. For example, an “Industry Insights” or “Knowledge Center” might attract readers looking for authoritative information, data analysis, or research-heavy articles, helping you retain an audience who values depth and expertise.
So, What Now?
Here are three action items if you’re currently rethinking everything you’ve ever known about the word “blog.”
- Match the Name to Your Content Goals: If you’re focusing on thought leadership, perhaps “Insights” or “Knowledge Hub” would work better. For companies sharing product updates or project highlights, “News and Articles” fits nicely. If you have a specific person leading this charge and they’ve got a compelling personal brand, maybe include their name.
- Get Feedback from Your Audience: Ask your readers or clients what they’d expect from a page labeled “blog” vs. “resources.” Understanding their expectations can help you align the page title with your content strategy. A quick LinkedIn post can take care of this for you.
- Make It Unique to Your Brand: For example, a greenhouse company might title their blog “Growth Insights,” linking their brand to the idea of cultivating both plants and knowledge. For a water utilities company, something like “Water Solutions” could feel more aligned with the industry while still signaling informative content.
Ultimately, the choice is yours, but make sure your decision serves your audience and your business strategy. Think carefully about what message you want to send with that section’s title and how it fits into your overall content marketing goals.