Whether you’ve tried to write a blog for your business before or not; perhaps you’re just planning to dip your toes in the water to see how things go; there are so many compelling reasons to write a business blog.
In this post, we tell you the exact steps to follow to give your business blog the best chance of success.
But before we get into the ‘who’ and ‘how’ about writing a company blog, let’s recap on why blogging is still such a worthy investment of your precious marketing budget.
Who Can Write a Business Blog?
Ok, so before we dive into the steps to start a business blog, it’s important to know that just about anyone can create and write a blog. The difference between blogging of old and blogging for business in 2020, is that your written word and choice of images can either get your business the attention it deserves, or not. It can also help you drive organic traffic and get more sales. Regardless of your position, experience, or tenure; with a little dedication, the process will become second nature. Soon, you will know exactly what topic to write about in your company blog, without needing to ever really give it too much thought.
That’s the goal.
Now let’s outline how to get you started with a blog for your business.
How to Write A Business Blog
A company blog is now the preferred way to deliver news, updates, insights, thoughts, and stories that are relevant to your customers, business, sector, or business partners. They will help you increase your SEO, get more visibility online, boost brand awareness, revenue, and conversions – as a minimum.
Adding a section for your blog is easy if you’ve already got a website in place. You can easily upload a new business blog on most popular platforms and do it yourself. If you don’t know how to, or you have a web developer, then you can simply write a company blog in a document, then pass it to your website manager to upload it on your behalf.
Here’s the step-by-step guide to writing a blog for your business.
Step 1 – Choose a topic to blog about
A good blog should capture a person’s attention and keep them engaged until the end. Sure, you can pick a topic out of thin air, but is it the right topic? Is it going to appeal to your prospects or customers? Will it be interesting, and is it relevant?
Here’s how to know what to write a blog about for your business.
- Consider your audience, think about any pain points and problems they need to solve
- If you have competitors, take a look at their blogs for inspiration on what to write
- Is there any recent news that’s impacted your customers, business, or sector?
- Use topic research tools, such as Buzzsumo or Ubersuggest
- Hire a content marketer to research hand-pick the best topics to blog about
Your blogs need to appeal to your target audience, and they need to be relevant to your business in one way or another.
If you become completely unstuck, we offer affordable blog topic planning services. This is a low-cost fixed-fee service that will give you 10, 20, 30 (or more) topics to choose from. We do the legwork and use industry tools to perform in-depth research for you. We then present you with a list of trending topics to write about in the weeks and months to come.
Step 2 – Decide what type of blog you want to write for your business
There are many different types of blog formats you can choose to deliver your updates; here are six of the most popular. Some of these formats are better suited to a topic than others, so make sure you consider what you’re going to write about, take a look at the first couple of pages of Google, and select which option seems to work best for your chosen topic.
Here’s the different formats of blogs you can write.
- Listicle – this is a list-based post
- Guide – this is a guide or how to post
- Newsjacking – this is where you add your opinions and thoughts to current news stories
- Infographic – This is a very visual post, displaying lots of stats or a timeline
- Infographic – This is a very visual post, displaying lots of stats or a timeline
- What Is – This explores an individual topic in detail by answering related questions
- Pillar Page – Great for SEO, it’s a broad level of coverage on a topic, but which is broken into smaller cluster blogs that explore elements of the subject in more detail.
Choosing the right type of blog will largely be determined by what the topic is. As a general rule of thumb, once you’ve decided the best topic to write a blog about, look on the first two pages of Google to see what types of post others have created. Essentially, you want your blog to be the most comprehensive on the topic, without losing quality.
We’ve written a blog dedicated to knowing what to write in a business blog that could make a great follow-up read to this business blogging post.
Step 3 – Outline your Blog
Whether you’re a seasoned copywriter or a complete novice, it’s always worthwhile investing a little time at the start to outline what you are going to write about in your blog. The content of your post should be interesting, and perhaps even a little educational too. A good business blog answers questions and addresses a specific issue or challenge.
If you want to keep people engaged, then you should plan a strong introduction and close, research what questions people have about the subject. Answer The Public is a superb tool to use for this purpose; I’ll give you a quick example. Upon entering the site, you are presented with a search box. Simply type in the term or topic you are going to be writing about. In this case, we’ve chosen the phrase ‘write a business blog’.
You are then presented with a list of related questions, and these should give you some inspiration for the questions to answer in your blog.
Aside from this, you can look at your support logs to see frequently asked questions, or do a quick search on Google under the same phrase or keyword to see what questions are being asked online. If you type the exact search term into Google, ‘write a business blog’, you will see a box that appears called ‘People Also Ask’ – and this is another excellent point of reference to see the types of questions people have on a particular subject. It looks like this:
Essentially, you want to end up with an outline that includes your introduction, questions you are going to answer, and your closing points or summary statement.
Step 4 – Researching your Blog
Most of our expert copywriters spend around 40% of the total time on a project dedicated to doing research. Whether or not you know the subject matter inside out, it’s important to spend time doing the research. In step 3, you would have already laid the foundations for the outline of your blog; now it’s time to get under the hood and flesh-out your topic.
You can use a range of resources for this research, but most people (including myself) turn to Google. It’s the number 1 source of information, and a great place to dig deep into any topic. As we’ve already mentioned, there are a few must-have resources, such as Answer The Public, and Google’s ‘People Also Ask’ section, you should also look to include keywords in your post.
Keywords for your business blog
If you have a go-to SEO person, then you should have them create a list of keywords for you to incorporate in all your website content writing. If not, there are lots of ways you can find the right keywords for your content. It’s important to use these keywords naturally, and in a way that makes perfect sense; otherwise, you could face penalties.
Answering Questions in your company blog
We’ve already covered this somewhat, but it’s of such great importance, that it’s worth a second mention. Using Google, Answer The Public, or Frequently Asked Questions from your customers, you can outline the best questions to answer in your blog. You can also look at the most popular blogs on your topic, to ensure that you’re covering all the essential points.
Understand the Audience for your business blog
You need to make sure you have a crystal-clear understanding of who your target audience is. What problems do they face, what are they interested in, do they prefer formal or informal language, etc. When you do your research, make sure you keep your target audience in the forefront of your mind. When you write your blog, make sure you speak to the needs of your target audience. Don’t forget, it’s not about you, your products, or your services; it’s about your customers.
Choose the Right Imagery for your company blog
You might think that writing a business blog is all about what you say, and while this is important, you need the help of visual tools to help you connect with your audience and keep them engaged. At CleverPen, we’ve tried and tested lots of ways to present blogs, and it’s always those with the most captivating imagery that perform the best.
If you do all of this, you will be covering all of your bases in terms of doing the legwork that’s required to give your blog the best chance of success. As I mentioned earlier, our expert SEO content and copywriting team spend around 40% of their team doing research. Without this, the blogs we produce wouldn’t perform as well as we know they do.
Step 5 – Writing your Company Blog
So, you’ve got the topic, you’ve decided the type of blog post you’re going to write, you’ve outlined the framework for the post and put time and effort into the research, now you can finally get down to the fun stuff!
Choose a Killer Title for your Business Blog
At this point, you may have already thought of a few titles for your blog, and it could be something as straightforward as ‘tips for starting a business blog’, or ‘how to start a blog for your business’. These types of titles are known as working titles and essentially serve to guide your research and your writing.
Here are a few suggestions that you should include when deciding how to pick the best title for your blog.
- Use one iteration of your keyword only – but naturally so.
- Keep it snappy
- Make sure it clearly describes the topic – avoid any ambiguity
As a personal habit, I always try to write the title before I start the actual writing. I then repeatedly go back to the title and make sure the content I am writing is 100% aligned with the expectations I set at the start of the post. The same applies to the introduction, but I’ll cover this next.
Write a Captivating Introduction for your Company Blog
Another deal-breaker. You’ve heard the old saying that you never get a second chance to make a first impression? Well, it’s just as true for content and business blogging than anywhere else. From experience, the best way to write a compelling introduction for a blog include:
- Offer an interesting statistic or fact
- Tell a quick anecdotal story
- Speak directly to the audience about a problem you’re going to help them solve
This leads me on nicely to my final point, always remember your audience, and draw on your research. Your introduction is your opportunity to engage the individual reading your post; it’s your chance to connect with them and let them know you understand who they are and what they want. Don’t fall short of the mark by failing to let them know what you’re going to write about and how it’s going to help them.
Physically Writing the Business Blog
While most people believe that writing a business blog is all about putting pen to paper, you can now appreciate there’s a lot more to it than this. With that said, the writing and delivery are just as important; and this is what we’ll now turn our attention to.
Make sure you answer the questions you uncovered in your research when you write, and always include relevant links to high-quality sources. Providing the proper attribution is essential, so make sure you cite any sources properly. At this point, you are essentially filling in the blanks, expanding on the points you made in your outline, and answering those key questions, and potentially doing a tad more research to flesh out your main points.
If you become a little unstuck in your writing and lose your flow, my advice is to keep returning to the title and introduction and make sure you are always on-point with what you promised your audience you were going to deliver at the start. If you still struggle, take a break, pick up another task, and come back to it later in the day or week. Some blogs take time to create, and others can be researched and written in a single day.
Whether you write regularly or not, there are always opportunities to improve. I use a range of tools to help me evaluate and improve the work I do. Not always, but most of the time I write, I use Grammarly, Power Thesaurus, and Cliché Finder.
Step 6 – Editing and Proofreading your Content
I would always suggest you edit your work on a different day to any day you spend writing. There’s nothing quite like a fresh set of eyes, and if you choose to final edit your work, then this should be done again, following a break. Regardless of how tight a deadline you are up against or how eager you are to publish your blog, don’t overlook or underestimate the importance of editing and proofreading your content.
If you do have a colleague with an eye for grammar or a firm grasp on content writing, then it’s always worthwhile asking them to look over your work and give you their opinion. Failing this, you can use Grammarly, a free grammar checker to help you on your way. Aside from checking for readability issues, spelling, and grammar, it will also check for plagiarism too.
Step 7 – CTAs, Tags, and SEO for Blogs
While each of these could be covered in isolation, I’ve decided to group them into a single easy-to-digest section.
Call to Action‘s for Business Blogs
Whenever you create a blog, regardless of the topic or your line of work, you’ll want to include a relevant CTA to help guide your reader to take appropriate action. This could be something as simple as ‘subscribe to the blog’, or it could be something more specific, such as ‘arrange a free consultation’, ‘register for a related webinar’, or even ‘download an e-book’. A CTA can help you convert the reader to a lead, but it can also be used to help guide your reader to even more content that they may find interesting.
Tagging and Keywords for your Company Blog
Tags are essentially keywords that help to describe the blog’s contents. The easiest way to rethink a tag is to consider them as categories. I would suggest that you only ever use around 10-15 tags at most.
SEO for your Business Blog
SEO in Copywriting is a major topic and one which we’ll be covering extensively in future posts on our blog. For now, we are focusing on on-page SEO for your blog. Here are a few pointers to consider when you look at ways to SEO your blog.
- Keep your URL as short as possible
- Try to include one iteration of your keyword in the URL
- Don’t overuse a keyword, and only ever place them where it is natural to do so
- Make sure your meta description is no more than the 150-character limit
- Use anchor text where possible, and choose the keywords in these texts wisely
The topic of SEO for blogs is immense. We’ve put together this guide to SEO copywriting; it’s a great place to start if you’re interested to learn more on this subject.
Starting a Business Blog – Closing Words
I hope this step-by-step guide about how to start a blog post has been useful, and that you’ve been able to take actionable steps while reading it. Business blogging is something that’s gained huge ground in the past decade, and with the world now becoming more digitalised, having a solid online presence is fundamental for any business or individual.
I always believe that if you’re going to do something, you should do it with 100% effort, time, and attention. Content writing, more specifically, blog writing, isn’t something you can simply learn overnight; it takes time. However, with a little effort, time, and dedication, it’s a skill that can be mastered and continuously improved upon.
If you want to fast-forward and get a professional blog writing service for your business, we have industry-experts that will research, write, and optimise your blog on your behalf. We’ve been doing it for years, and our clients and results speak for themselves. Our prices are affordable, our work is the highest quality, and you can focus your attention back to your business. At the same time, a professional copywriter dedicates their expertise in producing a business blog you can feel proud to call your own.
CleverPen Content is a copywriting agency that focusses solely on writing great content. Our team is comprised of some incredibly talented freelance copywriters from around the globe, and our research team ensure we produce the best content there is. We write website content, blogs, content for brochures, product descriptions, and more. Over the years, we’ve earned an impeccable reputation and an impressive client list.
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