How to Use Blogging to Build Authority and Attract Clients
October 19, 2025
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5 min read
Vick Antonyan
Once considered a relic of the early 2010s, blogging has resurfaced as a powerful marketing tool, especially for coaches looking to scale their businesses and establish authority. In an era dominated by social media and video content, blogging offers a unique opportunity to engage audiences in a meaningful and sustainable way. This article dives into how blogging can fit into your marketing strategy, supported by insights from content expert Ashley DeBiasi, who specializes in helping businesses grow through blogging, email marketing, and social media.
If you’ve dismissed blogging as outdated, it’s time to reconsider. Here's why blogging is not only relevant but also transformative for coaches looking to scale their influence and attract ideal clients.
Why Blogging is Still Relevant in 2025
Blogging remains a cornerstone of effective content marketing for several reasons:
Diverse Learning Preferences: Not everyone consumes information the same way. While some may prefer podcasts or video, many prefer reading detailed, well-researched content. Blogging caters to this audience segment, providing them with a trusted source of information.
Thought Leadership: Blogging is an excellent platform to position yourself as an expert in your niche. Sharing educational tips, case studies, or solutions to common problems establishes credibility, builds trust, and demonstrates your authority.
Search Engine Optimization (SEO): Blogs are a powerful way to improve your website’s visibility on search engines like Google. With well-crafted, keyword-rich posts, you increase the likelihood of your content appearing in search results, bringing more traffic to your site.
Control Over Your Content: Unlike social media platforms, where algorithms and account vulnerabilities can impact visibility, your blog exists on your website - a space you fully own. This ensures your content remains accessible and immune to platform changes.
Content Repurposing: A single blog post can fuel your broader content strategy. From emails to social media posts, blogs can be broken down into bite-sized pieces, saving time and energy while maintaining consistency.
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How Blogging Fits Into Your Marketing Trifecta
Ashley DeBiasi emphasizes a trifecta approach to content marketing, where blogging stands alongside social media and email marketing to form a cohesive strategy. Here’s how they work together:
Social Media: Use your blog content to inspire posts, drive traffic to your site, and engage your followers in meaningful discussions.
Email Marketing: Share your blog posts with your email list, offering value-driven insights that keep your audience engaged and informed.
Blogging: As the foundation, blogging provides in-depth content that demonstrates expertise and serves as a resource for both potential and current clients.
When executed together, these three channels create a marketing ecosystem that nurtures leads, builds relationships, and converts readers into clients.
Crafting a Blog That Resonates
Creating a blog that delivers results involves more than churning out generic content. Follow these best practices to ensure your blog stands out:
1. Start with a Purpose
Before writing, clarify your "why." What is the primary goal of your blog? Whether it’s generating leads, educating your audience, or building authority, every post should align with this objective.
2. Choose the Right Topics
Picking topics can be daunting, but Ashley suggests focusing on questions clients frequently ask you. Use this as inspiration to create posts that address common pain points. Tools like Google Search Console or "Answer the Public" can also reveal trending searches relevant to your audience.
3. Keep It Relevant
Ensure your blog topics align with your services. For instance, if you’re a career coach, writing about productivity tips can attract your target audience. Avoid topics that, while interesting, don’t tie back to your offerings.
4. Focus on Storytelling
Storytelling adds a personal touch, making your content relatable and engaging. Share success stories, personal challenges, or client transformations to captivate your audience while demonstrating your expertise.
5. Optimize for SEO and AI
Search engines and AI tools like ChatGPT rely on keywords and context to direct users to your content. Integrate relevant keywords naturally into your posts, and include research-backed citations to boost authority. Don’t forget to highlight your credentials to establish trust with readers.
Structuring Your Blog for Maximum Impact
The structure of your blog can make or break its readability. Here’s how to create a compelling post:
Title: Make it clear and keyword-rich. For instance, "5 Proven Ways to Scale Your Coaching Business" instantly communicates value.
Introduction: Hook your readers by addressing a common pain point or question they have.
Body: Use headings and subheadings to guide the reader. Include bullet points, numbered lists, and short paragraphs to enhance readability.
Call-to-Action: While avoiding overly promotional content, guide readers to a logical next step, such as exploring a related post or contacting you for coaching services.
Blogging Mistakes to Avoid
While blogging offers immense potential, there are pitfalls to watch out for:
Inconsistent Posting: Regular updates are crucial for SEO and audience engagement. Start with one post per month as a minimum, and scale up as you grow.
Overreliance on AI: While AI tools can assist with editing or brainstorming, avoid letting them write your entire post. Authenticity and originality are key to building trust.
Ignoring Updates: Blog posts aren’t a one-and-done deal. Regularly revisit and update your content to ensure accuracy and relevance, especially in fast-evolving fields like health or business coaching.
Overloading with Ads: If you choose to monetize, avoid intrusive ad placements that disrupt the reader’s experience.
Key Takeaways
Blogging Builds Authority: Use your blog to establish yourself as a thought leader and trusted expert.
SEO Drives Visibility: Optimize posts with relevant keywords and research-backed citations to rank higher on search engines.
Leverage the Marketing Trifecta: Integrate blogging with email marketing and social media for a well-rounded strategy.
Consistency is Key: Aim for at least one post per month to keep your audience engaged and your website updated.
Be Human: Share personal stories and insights to connect with your readers on a deeper level.
Repurpose Content: Use blog posts as the foundation for social media and email campaigns to save time and maintain consistency.
Monitor Trends: Pay attention to what your audience is searching for and address those topics in your posts.
Start Small, Scale Up: Begin with a few posts and refine your strategy based on what resonates with your audience.
Optimize for AI Discovery: Highlight credentials, include citations, and use keywords to ensure your content is discoverable by AI tools.
Commit to Updates: Revisit old posts regularly to keep them fresh and relevant.
Final Thoughts: Is Blogging Right For You?
Blogging is not dead - it’s simply evolved. For coaches looking to expand their reach and connect more meaningfully with their audience, blogging offers a unique blend of creativity and strategy. Whether you’re just starting out or scaling your coaching business, investing in a blog can yield long-term benefits for your brand, your authority, and your bottom line.
With the right approach, blogging can become more than just another marketing task. It can be a fulfilling creative outlet that helps you grow your business while sharing your expertise with the world.
