Blogging with a purpose can provide a company with many positive benefits that include:
The ability to rank for multiple target keywords on search.
An extra opportunity to convert a visitor into an email subscriber or customer on top of additional conversion factors your website may already contain.
A chance to help fans or customers understand a complex topic.
The ability to build thought leadership in an industry.
Each blog I write keeps all these things in mind and contains:
An outline before article completion (if requested)
Keyword research and implementation
A royalty-free feature image
Internal/external links
A call to action based on your most important goal