Don’t get me wrong – blog articles have their place. They’re great for SEO, they help drive traffic, and they give your brand a voice. But I’ve got a bit of a bone to pick with how we treat blogs, especially when it comes to valuable content.
Here’s the issue: a lot of really great content gets written as a blog post… and then just sits there. Buried under newer posts, forgotten in the archives, or lost in a sea of tags and categories. Meanwhile, your actual website is missing out on that value.
Let me explain…
Blogs Are a Content Dumping Ground
(And That’s Not Always a Good Thing)
Someone writes an amazing tutorial, a detailed explainer, a killer how-to guide, or a breakdown of your product’s best use case – and where does it go? The blog.
Six months later, that post is nowhere near the homepage, it’s not linked from any key product pages, and unless someone searches the exact right keywords, they’ll never find it.
It’s like building a beautiful new room in your house… but only giving access to it through a tiny attic door not many people use.
Great Content Deserves Prime Real Estate
If you’ve got content that answers your customers’ biggest questions, shows off the power of your product, or genuinely helps people understand your space better – it shouldn’t be buried in the blog. It should live right on your main site.
We’re talking about:
- Core guides that explain what you do and why you’re different
- Evergreen resources that get updated and stay relevant
- Customer use cases and real stories that prove your product works
- Unique insights that set you apart in your industry
These things shouldn’t be treated like throwaway blog posts. They should be structured into your site’s information architecture, linked from key pages, and presented as a permanent and valuable part of your site.
Let’s Incorporate Great Content Into the Website
Your blog shouldn’t be a graveyard for good ideas – it should be a launchpad. Start thinking about how to elevate your best content into the main structure of your site. That could mean:
- Turning a detailed blog post into a dedicated landing page
- Incorporating tips or insights into product or service pages
- Adding key explainers into your navigation or homepage flow
- Creating resource hubs, help centers, or learning portals based on blog content
- Repurposing long-form posts into FAQs, onboarding guides, or interactive tools
The goal is to weave content into the user journey – so visitors see it when they need it, not just if they happen to browse your blog archives.
Blog Content Should Be Strategic, Not Just Routine
Too often, blogs become a dumping ground for “content for content’s sake.” A checklist item. Just publish something. But when you shift your mindset and start thinking about content as a core part of your product or service – not just your blog – you change the game.
Instead of writing 50 blog posts a year and forgetting most of them, why not create 10 amazing evergreen resources and actually build them into your site?
Let’s Talk About Using Your Best Content – Better
Blog posts aren’t bad. They’re essential in many ways. But let’s stop letting our best content get buried.
Start asking: “Should this live in the blog – or should this be a core part of the site?”
If you’ve got blog content you’re proud of, that’s awesome. Now let’s make sure it’s actually working for you and your customers.
We help businesses take their best-performing, most valuable content and turn it into formats that actually guide decisions, drive engagement, and improve user experience – whether that’s a landing page, learning centre, explainer video, interactive guide, or something else entirely.
Talk to us to see how we can help turn your great content into something even more powerful – right where your customers need it most.
