Businesses that don’t offer a consistent stream of content on their websites are missing out on huge brand awareness opportunities.
And the stronger the brand awareness, the stronger the organic revenue growth.
Many business leaders know this, but they’re either simply too lazy to educate themselves on the power of content marketing through blogging or are blindsided by seeing the immediate results of an advertising campaign while ignoring the actual ad spend.
I’ve seen this often over the past decade. I recently had a service-based client serving two states who was spending $5,000 monthly on our SEO-Driven Content Marketing campaign after a website rebuild and overall revamp of local SEO.
After six months we were directly attributing over $65,000 monthly directly to our efforts. But the client’s ad campaign was achieving around $75,000 monthly revenue…but with a $45,000 ad spend monthly (not including management fees).
You can do the math. But this client simply didn’t “believe” in blogging because it takes too long.
Yes, blogging is a long-term strategy that takes some time to build momentum. However, blogs will gain traction and compound over time when done consistently and with top-quality writers with an actual voice.
With so much information floating around about how to begin (and some scary information out there will have you doing nothing but creating cheap cookie-cutter content), figuring out how to start a blog for a business might feel overwhelming.
It’s tempting to chase after the newest blogging trends or not have a blog at all. Still, having a solid content strategy that revolves around building and compounding your online real estate is vital for your business’s long-term success.
Instead of chasing algorithms and fighting for attention on someone else’s crowded social feeds, building a blog creates a direct line of communication with an audience hungry for what your business provides.
Through your blog, you create a unique experience, using valuable content to turn curious readers into new customers and existing customers into loyal fans.
With that said, here’s your guide on why and how to start a business blog.
Why Should My Business Have a Blog?
A successful business needs a blog; it’s a great way to create your unique voice in an overcrowded marketplace.
Think of it this way: every blog post you write becomes a little beacon, drawing the right kind of attention to your corner of the web. When a potential customer lands on your blog because your content appeared in their Google search or on a social media feed, you can answer their question meaningfully.
Subtly position your business as a leading resource in your industry through your blog. This beats a cold sales email any day. Or, if you do participate in cold emails, send them to an article that directly correlates to the sales pitch.
A blog allows you to nurture a connection with your audience and helps people get to know, like, and trust you.
Following are three more reasons why your business should incorporate blogging into its overall marketing plan:
1. Establish Your Business as an Industry Authority
When you consistently share your business’ insights and knowledge on your blog, you build up your reputation as an expert in your field. You shape the conversation, gaining a strong voice within your niche.
Let’s say your business offers eco-friendly cleaning products. Having a blog where you write extensively on sustainability in the home and cover green living tips establishes your expertise in a credible way.
Your blog becomes a platform for establishing authority by going in-depth, sharing solutions to customers’ pain points, and demonstrating your passion through knowledge sharing.
This helps build credibility with customers and on search engines like Google. Your blog will thus get more exposure and reach those who matter most.
2. Boost Your Website’s Search Engine Rankings
A well-written blog is a magnet for search engines. By naturally including relevant keywords in your content (words and phrases people type into the Google search bar to find what they need), you increase the chances of your site being seen by the right people at the perfect time—this being the moment they need a question answered or a problem solved.
This doesn’t happen by chance; it takes planning. It starts with keyword research, an essential step in the “how to start a blog for business” playbook.
Keyword research tools, such as Google Keyword Planner (free when you have a Google Ads account) or SEMrush (a ContentMender favorite), allow you to uncover the specific terms people commonly use to find your products and services.
With more specific keywords informing your blog content, Google has an easier time placing your blog in front of the people actively seeking what you offer. If people find you directly on Google because your blog posts show up on search results pages, your business will be less reliant on paid ads and social media boosts.
To really throttle into optimizing a website and blog, think about what other popular industry-related sites already rank well on Google for the keywords you’re researching. What’s missing from their content that your ideal customer needs? How can your blog deliver on what these sites haven’t covered?
This research might unearth untapped keyword gems. To really uncover rich, data-driven insights that will give you an advantage when planning content, investing in robust paid tools such as SEMrush or Ahrefs is money well spent. This research will level up your knowledge of how to start a blog for business strategy.
3. Drive Targeted Traffic to Your Website
Every blog post is like adding a new doorway to your business; more doorways lead to more potential customers stumbling across what you’re selling.
When a blog has helpful and insightful information people crave, readers happily click through to learn more and explore your products and services. Google also loves frequently updated sites.
Publishing fresh, new blog posts consistently will boost a website’s Google rankings, leading to even more traffic.
The secret sauce, as any seasoned pro knows when uncovering the mysteries of how to start a blog for business successfully, boils down to two key elements: great content and posting often.
Business Blog: What Topics to Approach
A blog is your space to be creative when showcasing the ins and outs of your business in fun ways, such as easy-to-digest listicles or a series focused on how you have helped clients.
Blog posts should always relate to your business’s expertise, but be wary of writing just about products or just your services.
Here are several approaches to consider:
Tell a Story That Resonates with Your Target Audience
People are drawn to stories. Consider brands such as Burt’s Bees; this company built a name for itself by infusing the brand’s humble origins throughout its copy and visuals.
By sharing stories, whether about your brand’s founding, employee passions or challenges your customers might be facing that your business can solve, a deeper connection begins to form between your business and your readers. Don’t underestimate the power of sharing glimpses of your “why” or struggles you’ve encountered (and ultimately overcome).
Relatable experiences remind everyone that you’re human, too. Think about using an informal, engaging style. Speak directly to the reader to foster that bond even more, like you would if chatting with a friend over coffee about how to effectively start a blog for business.
A blog with well-written stories doesn’t have to reinvent the wheel either; a well-placed case study demonstrates authority. With so many avenues for sharing compelling content, a blog with stories provides a human element.
People are hardwired to connect; think of stories you’re drawn to. More than likely, the author uses evocative details and honest reflections—mirroring that style will pull people into your world.
Use Eye-Catching Visuals to Enhance Your Blog
How many of us are guilty of zoning out when a page has a “wall of text?” Incorporating captivating visuals breaks up those blocks. It might feel obvious; this aspect shouldn’t be an afterthought; visuals hold real sway. Images boost views significantly.
Data reveals that incorporating photos leads to a dramatic increase in viewership and social shares. In today’s crowded content landscape, where first impressions are made in a flash, a study found that it only takes a sliver of a second (a fraction) for someone to judge your website’s design and whether it’s a place they want to spend their time.
Including captivating imagery, like photos and videos of your happy customers using your products or heartfelt testimonials, makes your content more memorable.
Engaging images piques curiosity, builds brand recognition, and enhances your credibility in Google’s eyes. It’s one more key ingredient in your journey of how to start a blog for business.
And forgo photos from Shutterstock or other such platforms. The more original, the better—which AI makes easily nowadays (just make sure those humans don’t have two left hands or three ears…just a few of the things I saw with AI-created images on some reputable blogs!).
Create Content that Adds Real Value
Readers crave valuable, helpful, actionable information. What problems keep your target customers up at night? Your job, through your content, is to alleviate those stresses. If your blog content answers a burning question they have (ideally one that competitors are glossing over), you establish credibility while solving a real-life need for the reader.
A study in 2012 by Google and the University of Basel uncovered fascinating details about how users perceive websites, particularly how aesthetics influence decision-making. This goes beyond just looking pretty. If you’re hoping your blog attracts a huge audience that happily buys what you’re selling, you’re going to want to understand more about user experience design principles because these factors all tie in with reader satisfaction.
If you’re looking for another reason why blogging for your business matters, providing practical solutions solidifies your expertise. With 31.7 million blogs already vying for attention in the US alone, the topics covered run the gamut (everything from the intricacies of home renovation and delicious baking techniques to smart strategies behind local business marketing). Competition exists everywhere, in every niche!
By infusing content that directly tackles user intent through a deep dive, you’ll begin standing out by making a real difference.
Choose the Perfect Title that People (and Search Engines) Love
If you’re wondering how to start a blog for business effectively, don’t underestimate the importance of catchy blog titles because your blog’s headline is what initially draws in your audience.
Before someone reads one word of your content, they need a compelling reason to stop scrolling through crowded social media feeds and search result pages.
Headlines serve as a promise to the reader—delivering what your headline guarantees while being fun to read takes practice and strategy. Curious about the magic behind what elevates a good title into a clickable masterpiece?
There’s a reason seasoned business owners are so bullish about the transformative impact of incorporating a blog. Understanding how to start a blog for business strategically isn’t a marketing afterthought either; consistently crafting valuable, helpful, and SEO-driven content should be top of mind from the get-go if success is what you’re after.
By now, you will probably realize how much effort and planning are needed. However, a successful business blog has staying power and longevity, which means your blog becomes an indispensable, irreplaceable cornerstone in a world that often feels scattered and overwhelming. This ultimately allows you to control the message.
Take some time to reflect. Visualize the perfect customer for your business. What content might that person need on a cold, rainy Tuesday evening?
As your audience grows and loyal readers spread your content organically by word of mouth/social media, you’ll notice your organic revenue ticking higher and higher.
FAQs
How often should I post on my business blog?
Consistency is key. Aim to post at least once a week, but the more frequently you can publish high-quality content, the better.
What if I run out of blog topics?
Advanced keyword research and staying updated on industry trends can provide a continuous stream of new topics. Additionally, consider repurposing old content or expanding on frequently asked questions from your customers.
How do I measure the success of my blog?
Use tools like Google Analytics to track key metrics such as page views, bounce rates, and conversion rates. Monitor your blog’s impact on search engine rankings and assess how well your content drives traffic and generates leads.
Can I hire someone to write my business blog for me?
Absolutely! Hiring professional content writers can ensure your blog maintains high quality and consistency, allowing you to focus on other aspects of your business.
Should my business blog focus only on my products?
While it’s important to highlight your products, your blog should provide value beyond just promoting your offerings. Focus on solving problems, sharing industry insights, and building a community around your brand.
