How To Create a Business Blog
What is a blog?
A blog is a page on a website (either yours or another hosting platform) where you post regular written updates to customers and potential customers
They are available on most website hosting platforms
Blogs are usually shorter and more informal than press releases or other articles
Some platforms allow readers to like or comment on your blog posts
Should you have a blog?
Here are a benefits and possible pitfalls to consider:
Benefits:
They are a great way to share thoughts and news
They are a great opportunity to increase your SEO (Search Engine Optimisation)
They keep your website fresh and up to date
They help your customers get to know you and what you stand for
They can help you build a mailing list and increase website traffic
The content can be reused for social media
Pitfalls:
If you don’t update your blog regularly your website can look out of date
Some find it tricky to keep coming up with subjects to blog about
It can be time-consuming to write a regular blog
You may not see an instant reaction or rate of return
What platforms could you use?
Your website:Most of the main website building platforms, such as Wordpress, Squarespace and Wix, already have in-built blogging capabilities.
A hosting platform:You can choose to host your blog on something like Substack, Medium or Ghost
How to choose?
Blogging on your website allows you to easily direct readers to take your next step, such as browsing your shop, booking your services or signing up to your mailing list
Blogging on a platform like Substack means you can benefit from their existing audience, and there are often options to add a payment tier for some of your content
Planning your blog
Start with a schedule
Decide how often you have time to blog
How often do you want to blog
Plan a month’s worth of subjects
Stick to it!
Ideas for content
solve a problem
offer advice or tips
update them on something they will want to know
tell a story with a lesson
Top tip: remember to plan subjects from an angle that will be of interest to your audience, rather than being only about what you want to say to them.
Download the Blog Content Ideas Template:
Writing a blog post
Style
Unless you’re in a professional sector or dealing with a serious issue, blogs tend to be on the light hearted side. It is often best to write in the first person for a small business. Think about your audience as you write and address them personally.
Goal
Before you start your blog post, think about what you want it to achieve. Are you looking for more website traffic? Will it encourage them to book your services or visit your shop? Will it introduce a new product or special offer? Will it help establish you as an industry expert?
Always have a clear goal in mind. This will enable you to write your blog in a way that leads to the action you want.
Content
Remember that most readers will decide whether or not to continue reading within 15 seconds, so give them the information they need to make that decision by showing clearly what your blog article is about and why they will find it a good use of their time.
Example:
How To Find a Creative Outlet this Winter
By the time December arrives — particularly after a wet and gloomy November — it can feel like the months of winter are stretching before you like the fish and chip shop queue in Anstruther on a bank-holiday weekend. To combat this, I’m all about finding cosy rituals and daily joy in small things. One powerful way to do this is to enjoy a creative outlet, especially if this involves learning something new.
Notes about this blog introduction:
The title makes it clear what the reader will learn about in the article. It’s also phrased to be something someone might Google, which may help it get noticed by search engines
It’s written in the first person, and addresses the reader directly as ‘you’. This makes it more personal
It poses a problem — feeling down about a long winter — and then explains how the content of the blog will provide a solution
To summarise: From the title and introductory paragraph the reader knows exactly what to expect. There’s a relatable problem with a solution, posed in a light and personal tone.
Top tip: the layout of your blog matters too! Potential readers will often skim the article before they start reading properly and can be put off by lots of unbroken text. Use short paragraphs, headings, bullet points and images to keep their attention.
Download the blogging content framework for an easy template that can help you write a great blog post:
Getting Readers
How do you get people to read your content?
Post excerpts from your blog on social media
Include a link at the end of your emails
Add summaries and links to your newsletters
Ask for guest blogs from people with a similar audience
Offer to write guest blogs for people with a similar audience
Focus on SEO, especially in the titles of your blogs
Concentrate on quality and usefulness - people will share
What’s next? See our Marketing Content Planner for help to integrate your blog into the rest of your content strategy.