The How & Why of Business Blogging

Should you start a business blog?

The short answer is yes. But first, you’ve heard the word blog – but what exactly is it?

Image of a BLOG

What is a blog?

A blog is an online journal or diary located on a website, and a blog post is a piece of casual, short-form content posted to the website. Many blogs have grown a huge global following simply from posting interesting content in various niches e.g. Huffington Post, Business Insider, Gizmodo. The word “blog” is a shortening of the term “web log”. Blog posts are displayed in a reverse chronological order, with the most recent post appearing first and are generally about a particular subject relevant to your business. The purpose is to target specific content to meet the needs and wants of your intended audience. If you own a specialty coffee shop, for example, your blog may focus on coffee-related topics – your coffee growers and producers, brewing techniques and trends, specialized equipment new menu items, and barista profiles. The purpose is to post about topics that are related and relevant to your business and line of work.

Blog Commenting Symbol

How do I structure a business blog?

A blog post is generally short, casual and easy to read, with photos, videos, and links to external content. And, oftentimes, a blog will have a comments section where readers can leave a comment and engage with you through conversation, deepening your rapport with your readers. This connection increases the likelihood that the reader will engage with you in other ways, such as making a purchase or utilizing your business’s services.

Image of Profits by Blog Marketing

What is the benefit of a blog?

If used correctly, a blog can be an effective marketing tactic to build your online visibility. First, if you want to use your website to market your business, you need people to access it and look at it. A blog can do just that by helping drive traffic to your website. Every time you upload a new blog post, that creates another indexed page on your site, which shows that your website is active and increases your chances of showing up in search engines. Here are some of the most successful marketing blogs: VentureBeat, Adweek, HubSpot,

How to create a successful blog

Once you’ve decided that a business blog is the right choice for your business, here are some important points to keep in mind.

Be relevant and useful

The more relevant and useful information you post, the more likely readers will return for more. Offering helpful links to other resources and sites will attract more followers and although a clear focus is key, don’t be afraid to introduce additional topics to encourage thinking and create engagement. Blog relevancy is of utmost importance.


Decide a posting schedule and stick to it. Whether you post daily, weekly or bi-weekly, a consistent schedule lets your readers know what to expect and when to expect it. Consider short and frequent updates to maintain interest. And once you’ve committed to blogging, don’t give up – you want to make a lasting impression on your audience.

Creating a Blog Schedule Plan

Skip the sales pitch

A blog is not intended for content originally created for marketing purposes. Do not repurpose advertisements or other marketing material, your audience will see right through your post.

Easy reading

Design your blog to be an easy read. Use subheadings and bullets where appropriate to break up content to make it more consumable for readers and change up your format from time to time to keep it interesting. Try posting images, infographics and blog videos to attract attention. Don’t be afraid to experiment and ask readers to share their feedback in the comments – what they like & don’t like.

Examples of Feedback for a blog

Get personal

The casual blog format is the perfect forum to let your readers in on a little bit about yourself. When discussing a topic, spending some time connecting it to your personal life and experiences can draw in a new kind of reader.


At the end of the day, a business blog can be a powerful and inexpensive advertising and marketing tactic that sets your business apart and attracts new readers. To get started, you simply need a bit of planning, creativity and commitment to sharing topics relevant to your business.

If you need more information or need help on creating a blog for your business, contact me and I can help you make the most of your business blog at my website or contact me via google plus

David for advice on Blogging