Nicolas Cole

If you are a company with a product or service to sell, and you have the means to create a “digital media company” within your niche, HubSpot is a terrific use case for having an active blog on your website. Your blog should become an industry publication, where the purpose of that publication is to tap into search traffic around specific keywords and increase the likelihood of a reader becoming a customer looking to buy your product or service

If you are writing on your own platform hoping an audience will come to you, that’s Blogging.
And if you are bringing your voice to a platform where an audience already exists, that’s Online Writing

The second scenario for starting a blog is the solopreneur, the digital marketer, the fitness coach, the individual who is less concerned with sharing his or her own individual insights and perspectives, and instead wants to use writing as a marketing mechanism for their internet business. These types of websites aren’t really about the individual as much as they are the topic (and product) they are looking to sell. Sure, some of the best travel or nutrition or fitness bloggers end up sharing a good amount about their own lives in the process, but their blog content is primarily focused on providing informative answers to popular questions directly related to their product or service