Michelle Symonds

Soft skills are vital for project managers and you will often see them referred to as “power skills”. Whatever you call them, these skills related to interacting with other people are linked directly to project success. 72% of high-performing organisations in fact place a greater significance on these skills rather than technical ones, which can be more easily taught via training and development courses.

Here we take a look at exactly how these skills can be the most effective in your role.

Listening not just talking

A recent PMI Pulse of the Profession Report found that ineffective communication can contribute to the failure of projects around one third of the time. When you consider the cost of the average project – many of which a huger commercial or publically funded infrastructure projects, then a 30% failure rate has a huge economic impact.

Yet more effective communication is not an insurmountable issue. Simply by listening to the people involved in the project you could have an extremely impactful effect on project outcomes.

Managing stressful situations

Research shows that approximately 75% of project managers firmly believe that soft skills like emotional regulation are far more important than technical skills when it comes to achieving success.

Yet more than tree quarters of project managers believe that their main project had either caused them stress or was currently making them stressed. Whilst it is understandable that there will always be an element of stress involved in any project we are experiencing an upwards trend in the industry that could be seen as worrying.

Collaboration is key

Teams that have strong collaboration practices are more likely to deliver their projects on time and to stay on budget. According to an Association for Project Management (APM) report, projects are  likely to be around 2.5 times more successful when there are project management best practices implemented correctly. APM project management focuses on the belief that effective project management relies on empowering people, applying a structured but adaptable framework, with continuous emphasis on business benefits rather than just measuring processes. Combined with an emphasis on the best way to collaborate in stressful and complex situations, and, in theory, that should result in more successful projects.

Do you have effective soft skills?

As if that wasn’t enough, The CHAOS Report: Beyond Infinity, published figures that show that 59% of all project failures stem from deficiencies within soft skills rather than as a result of technical issues. This underscores the critical importance of having effective soft skills within your project team.

Emotional intelligence is one of the top three predictors of effectiveness in project leadership, but how much effort goes into training project managers to improve not only their technical skills but also their soft skills.

Burnout is far more widespread than many employers and even employees realise. Those who are burned-out are 63% more likely to take a period of sick leave, which can have longer term consequences for projects. Employees who were burned out are not just tired, they are also both mentally and physically exhausted – something that taking a sick day is unlikely to resolve.

When Sarah launched her online boutique selling eco-friendly apparel, she did everything by the book. Sleek website? Check. Social media pages? Live and active. Product photos? Professionally done. But a few months in, she noticed something troubling: traffic was flatlining, conversions were tepid, and her store was practically invisible on Google.

Then, on the advice of a friend in digital marketing, she added a blog.

At first, it felt like an afterthought. But soon, weekly posts about sustainable fashion, behind-the-scenes insights into her production process, and styling tips started pulling in traffic. Not just any traffic, these were qualified visitors who stuck around, subscribed to her newsletter, and bought from her shop. Her organic search rankings rose steadily. What changed? Sarah had tapped into one of the most underused and powerful tools in digital marketing: a strategic blog.

The Blog: A Digital Marketing Engine Hiding in Plain Sight

Every business whether it’s a startup or a legacy corporation can benefit from maintaining an active, content-rich blog. This isn’t about random musings or outdated “company news.” We’re talking about a well-researched content strategy delivered through fresh, targeted blog posts that align with what your customers are actually searching for.

Here’s why that matters:

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1. SEO Superpowers: Blogs Are Search Engine Magnets

Search engines love fresh, relevant content. Every time you publish a new blog post, you create another indexed page on your website, which is a new opportunity to appear in Google’s search results.

But it’s not just about quantity. A blog allows you to:

• Target long-tail keywords your potential customers are Googling.
• Answer frequently asked questions, improving your chances of earning featured snippets.
• Internally link to your product or service pages, enhancing site structure and authority.
• Build backlinks more naturally because high-quality blog content gives others a reason to link to you.

In short, a blog makes your website discoverable. Without one, you’re playing digital hide-and-seek with search engines and probably losing.

2. Build Authority and Trust, One Post at a Time

In today’s skeptical marketplace, consumers don’t just buy products, they buy expertise. A blog is your platform to prove you know your industry inside and out. And that is true whether you are a global finance broker, national events organiser or a small local startup.

When a potential customer lands on your post titled “How to Choose the Best CRM for a Small Business” and finds actionable insights, they’re not just better informed, they’re more likely to trust you when it’s time to buy.

This is content marketing 101: provide value first, and sales will follow.

3. Keep Your Website (and Brand) Alive

https://axionnow.com/blogs/news/welcome-to-the-multiverse-magic-the-gathering-the-beginner-guideA static website with only product pages feels… well, just that, static. Blogs breathe life into your brand. They show you’re active, engaged, and evolving. This is especially true in niche e-commerce markets where buyers want a real connection with the people they are buying from. That’s one of the main reasons companies like Axion Now, who sell trading card games like Lorcana and Magic: The Gathering, started their blog.

Fresh content signals to both customers and search engines that you’re relevant and in tune with the latest trends. Whether it’s a commentary on industry news, a case study, or a tutorial, regular blog updates that provide people-centred, helpful content will turn your site into a living, breathing resource.

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4. Fuel for Social Media and Email Marketing

Let’s face it if you’re trying to constantly come up with social media content it’s, quite frankly, exhausting. But every blog post can be repurposed into multiple social media snippets, newsletter content, or discussion starters in your community.

A well-maintained blog creates a content ecosystem, where one post feeds multiple channels. It’s efficient, scalable, and aligned with your brand message.

5. A Funnel for Conversion, Not Just Information

But great blog content isn’t just informative, it’s also strategic.

Each post should be crafted with intent: some will be about raising awareness, educating or entertaining. Others will be part of the customer journey to conversion. That could mean inviting readers to download a lead magnet, sign up for a webinar, or explore your services.

Through calls to action (CTAs) embedded in relevant content, blogs become subtle but powerful conversion funnels.

6. Insights into Your Audience Straight from the Data

Here’s an underrated benefit: blog analytics offer a goldmine of information. Which topics get the most traction? What keywords are driving traffic? Where are users dropping off?

This feedback loop helps refine your broader marketing strategy. Your blog becomes a real-time research lab, offering insights you can use across your business.

The Bottom Line: Blogging Is Not Optional

But don’t panic! You don’t need to be a brilliant writer. You just need a well-researched content strategy.

A business blog that’s regularly updated with well-researched, SEO-optimized content is more than a marketing tool. It’s a competitive advantage. In a world where attention is scarce and trust is hard-won, blogging lets you earn both, organically and at scale.

So if your business isn’t blogging yet, the question is “why not?”