Business Blogging Is Not Dead, You Just Need to Make It Work17 min read

You can buy attention (advertising). You can beg attention from the media (PR). You can bug people to get attention (sales). Or you can earn attention by creating something interesting and valuable and then publishing it online for free.

– David Meerman Scott

Blogging has gone through several transformational stages over the years and has come a long way from online journaling.

A blog today is a crucial element for businesses to showcase thought leadership and express a point of view.

A blog is an ideal way to humanize a business by presenting its culture, values, and personality.

Businesses that aren’t blogging are losing the chance of increasing their visibility on the web.

And if you’re one of them, then this article is for you as we are going to walk you through all the nuts and bolts of business blogging.

We are sure, this is the only piece of article you need to read if you having thinking of setting up a blog for your business.

What Are the Benefits of Blogging for Businesses?

This is the all-time sixty-four-thousand-dollar question. Because it is imperative to know the benefits you’re going to enjoy after investing your time in creating blogs.

Let’s understand it better with some stats.

  • Did you know that companies with blogs produce an average of 67% more leads monthly than companies that don’t blog?
  • According to HubSpot, businesses that blog get 55% more website visitors than businesses that don’t. 
  • DemandMetric in one of their report stated that 70% of people would rather learn about a company through articles rather than advertisements.

More benefits of blogging for business

  • You know the saying – “Content is king.” Blogs are at par with it and provide an infinite amount of marketing potential for your business. Especially, if you have a blog to capture, analyze and use its content as advertising material that can be shared on social media sites.
  • Many businesses use their blogs to write about a variety of topics that are usually not related to their product or services.
    However, this is still very useful as it makes visitors notice you because of the information you’re delivering. And this, my friend, creates courteous relationships.
  • Blogs are also an ideal method of knowing who your audience is and understanding their needs. For example, you have written a post about a product and the audience didn’t like it.
    But the same audience liked the blog about your latest AI-powered vacuum cleaner. You see, this sort of information can tell you a lot about your target audience and ideal buyers.

If this doesn’t convince you to get started with blogging for your business, then we don’t know what would.

Be it driving traffic to your website or converting that traffic to leads, the benefits of blogging for business are legit.

After knowing why business blogging is important, you must be wanting to get started or improve your current blog.

Don’t fret. We got you covered.

How to Create a Successful Blog Strategy for Your Business?

Business blogging is ridiculously hard, but you should do it anyway.

The only way to master business blogging is by just doing it. Many organizations get overwhelmed with all the factors to consider. And as a result, they start without a proper plan in place and fail to witness any significant results.

Things are going to change from now on because here’s exactly what your business needs – a business blogging strategy.

But before we get into it, here’s something you must cement in your mind.

The first step in blogging is not writing them but reading them.

– Jeff Jarvis

1. Define your purpose of business blogging

We want you to be honest here. Sit quietly for a moment and think why do you want to start a blog?

What is that you feel your blog should be about?

Do you want to chest thump about your business?

Or, do you want to help educate your target audience?

Blogging is an essential part of a business’s marketing strategy and yields fantastic results. But for this to happen, you must build trust and credibility with your audience.

Therefore, make sure your purpose of business blogging is aligned with factors like building brand awareness, providing solutions to problems, delivering free value, and aiding your target audiences’ buying decisions.

If these are some of the determinants you can relate to, then you’re on the right track.

2. Define your business blogging target audience

Your target audience is that specific group of people who are more likely to connect, read your blogs, and finally, show interest in your products and services.

To put it simply, if you are a pet food supplies brand, you want pet owners or people who are planning to get a pet, to read your blogs.

When you know your target audience (or, let’s also call them your ideal buyers), ideating and writing blogs become a piece of cake for you.

In our previous blog about the B2B marketing plan, we have talked about defining a target audience. Do give it a read.

3. Brainstorming or developing ideas

You’ll get flooded with great blog post ideas initially. But staying abreast with them is going to keep you up at night.

With time, your flow of ideas will start to slow down. You’ll notice things aren’t going the way you expected. 

You might even wonder – “How other brands are so consistent in posting do it? How do they come up with brilliant blog ideas, that too so often?”

The answer is BRAINSTORMING.

Brainstorming is an ongoing process in a business’s marketing framework. You have to routinely brainstorm ideas so that you’re never running short.

Now, when we are saying brainstorming, it’s not just about blog topics, but blog types as well.

Maybe you want to write “how-to” articles or “listicles” or “interview” pieces.

Constant brainstorming helps you keep your blog alive. It ensures that you have the best content in place to go live.

And always remember,

Do not make your brainstorming sessions about “HOW”; instead, “HOW-TO-WOW.”

Word to the wise

When it comes to brainstorming, try including peers from other departments as well.

For example, including your support team in a brainstorming session can help you come up with ideas that people want to read. They are constantly in touch with your existing and potential customers and the queries they address every day could be your blog topic. 

4. Setting goals for your business blogging initiative

For a business blog to grow, you must know where to focus your time and energy. And when you understand what you’re trying to achieve with your business blog, it becomes easier for you to keep working with efficiency.

How to set goals for your blog?

Well, there’s a popular strategy for it — SMART.

S – Specific

M – Measurable

A – Attainable

R – Relevant

T – Time-bound

Here’s a clear explanation:

  1. Your goal should be SPECIFIC. Meaning, you must know what you’re trying to achieve.
    For example, “I want more traffic on my blog.”
  2. It should be MEASURABLE. Why? Because if you can’t measure it, you cannot improve it.
    For example, “your traffic last month was 15000 and now that you know the number, you can work better to increase the traffic.”
  3. The goal you set for your business blog should be ATTAINABLE. You may say that you’re going to work day in and day out; but what’s the point of so much hard work if what you’re aiming for is not realistic or unattainable?
    For example, “I have 1000 visitors a month now but my business blog is going to rank my #1 on Google in the next 1 week.” Is this realistic?  NO!
  4. Set RELEVANT goals for your blog.
    For example, “We plan to increase our social media followers in the next one month so that we drive traffic to the blog.” Is this relevant? Of course not.  You’re completely shifting your focus from one domain to another.
  5. Last but not the least, your goals should be TIME–BOUND. Meaning, you must set deadlines for your goal.
    For example, “I want our business blog to achieve 500,000 visits but I am not sure by when?”  This is not what you should practice; rather set goals within a time frame — “I want our business blog to achieve 1000 visits by the end of next month.”

5. Creating the business blogging infrastructure

5.1 Set editorial guidelines

Editorial guidelines are a set of rules that ensure that the content you produce for your business blog is consistent in style, voice, tone, grammatical usage, structure, and so on.

Here are some of the benefits of having a robust set of editorial rules for your business blog:

  • It allows you to showcase a cohesive identity across all your content to make you stand out from your competitors.
  • Editorial guidelines make sure that the content you are producing for your business blog meets the standards of your company, and drives leads and conversions.
  • It makes the job a lot easier for writers and editors by cutting down the time spent on each piece of content.
Things to consider while creating your editorial guidelines
  • Do you understand the audience that you are trying create content for or appeal to? If not, it’s time to run an analysis.
  • Based on your audience’s understanding, decide on the length of your content. Is the audience consisting of super busy individuals? If so, they might not have time to read long-form content.
  • Determine the tone you want to use in content. Are you going to keep it formal or make it fun to read by being a little casual?
  • What is your strategy with regards to links? How many outbound links do you allow? Is it the same for inbound links as well?
  • Do you spell out the numbers or do you use digits?
  • How about an oxford comma?
  • If you’re using a colon, do you capitalize the first word after the colon?
  • How about fonts? Did you choose one? If not, pick a font and size that’s easy to read, looks professional, and won’t give readers a headache.

These are just a few examples of things to mull over while creating editorial guidelines. However, there’s nothing hard and fast. You can always take your road. After all, consistency is what truly matters.

#ProTip: When you create the editorial guidelines, ensure that you create a process from ideating, content creation, proofreading, or reviewing, to publishing. A pre-defined process will certainly make your content creation game stronger.

Pepperland has got an in-depth article on editorial guidelines. Do give it a read.

Why Every Marketing Team Needs Editorial Guidelines, and How to Create Your Own

5.2 Build the editorial or content team

A business’ success usually depends on employees who work with a team mentality, each filling a needed role and fulfilling long-term goals.

Once you know what you want your editorial or content team to look like, you need to choose the right individual for the right job.

For example, you already have a team and everyone keeps working on one thing or the other. But when you plan to go all guns blazing to create a top-tier business blogging strategy, things are a little different.

Maybe Ross loves writing opinion pieces and he is actually good at it, then why not let him handle the opinion column.

And the same criteria should go for Fairy who has a journalism background and loves covering the latest happenings in the industry. We think she is the best for creating news articles and trendy listicles.

An editorial team comes in a variety of shapes and sizes, and you have to keep an open mind to make the best out of it.

5.3 Create a calendar

A content calendar (or a blog content calendar, in this case) is a tool that helps you keep track of what you need to do to run your blog. In other words, a content calendar shows what’s due, what’s done, and the status of every blog you’re working on.

We have stated this before, consistency is critical in content marketing. And a blog calendar helps you just that. It ensures that you’re delivering content on time to keep your audience engaged.

But how to create such a calendar?

Well, while there are various tools available on the internet, our bloggers’ personal favorite is the Google Sheets.

Here’s a blog from HubSpot that teaches you just that. 

How to (Easily) Make Perfect Content Calendars in Google Sheets

6.  Optimising your business blog posts

Will Smith is the director of content marketing at Oscar SaaS Solutions.  When Will joined the company he knew that there was a mountain to climb because the blogging aspect of the business was dead.

Now, why was it dead? Is it because the company wasn’t publishing any new content?

Well, the problem was something else.

The blogs that Oscar published last year and a few more years back were never touched again. And that’s exactly what was bothering Will.

Relatable? Have you been doing the same thing?

Many marketers aren’t aware but a business can generate more results from content that’s already been published on your website, rather than going aggressive on publishing new content.

Here’s what you need to do
  1. Go back to your old posts and see whether it is relevant to the current market scenario. If not, do your research, add all the relevant information to it, and make it relevant to your audience again. This increases your chances of poaching your competitors and gaining backlinks.
  2. Ever thought about merging blogs? Imagine, last year, you published a blog on the importance of SEO for business blogging, and currently you’re working on a blog that covers how to do SEO for a business blog. Now, what if you merge both blogs and add a little something too? You get a complete guide on SEO for business blogging.
  3. Repurposing old content is also a great idea for injecting some extra life into your old blog posts. Turn your blog post into videos or micro-content and share it across. Reels, YouTube shorts, etc. are great examples of it.

#ProTip: Whenever you start a blog for your business, make sure to maintain a repository for blogs from day 1. Whether you are publishing a new blog or updating an old post, update it on the repository immediately.

7. Converting your visitors

Now that you have learned about most of the nitty-gritty of business blogging, it’s time to address the crucial aspect — conversion.

You have written an amazing blog post on how a CRM can help a business in boosting profit. You got a tremendous amount of traffic on your post. People loved it and they are sharing it across various channels. But unfortunately, you’re not receiving any leads. Why is that?

Because you didn’t tell your readers that your company also has a great CRM and it can deliver the same results to them.

Simply put, you didn’t set up anything to convert your readers into leads.

Want to know how to fix this?

Here are a few things you must do:

7.1 Call-to-action (CTA)

“Click here to learn more” at the end of a blog can only get you so far.

If you want to unlock better marketing results for your content, you have to make sure you’re CTAs are smartly placed and designed.

Note: It’s a trial and error game. Try different options for placement and see which one works best. Be it at the top of the blog, a pop-up message, or maybe in the middle of a long blog post.

And yes, be a little creative with the CTA text.

7.2 Retargeting

Retargeting your blog readers is another way to increase conversions.

For instance, Mr. X read your “Top Personal Finance Apps You Must Use” blog. But wait, he didn’t take any action after reading it. But now, what’s happening is whenever he’s surfing the internet, he’s noticing your fintech app ad. In fact, he is seeing this ad across various websites and social media platforms. And finally, he decides to install it.

7.3 Gated content

You can convert readers when you get to connect with them. But for that, you need their contact details. This is where gated content comes in.

Gated content is online materials that require the users to fill out a form before they can access them.

For example, you write an in-depth guide on how to get started with investment. But when the reader starts scrolling, it asks for their name and email address to proceed.

8. Humanize your business blogging efforts

When we say humanize your blog, we don’t mean you go all casual and use slang for everything you write.

What we mean is that if we are reading something you wrote then we should feel that connection. It shouldn’t feel like another company content that is following an old-school, jargonized, corporate-ish style guide and is trying to make a sale, whatsoever.

Doesn’t matter whether you’re B2B, B2C, or D2C, at the end of the day, it’s a human on the other side who is going to engage with your content.


Are business blogs effective?

A business blog establishes you as an industry leader and drives long-term results.

What makes a good business blog?

A great business blog is all about consistently creating valuable content that answers all the questions the readers and customers have.

How often should I blog for my business?

A business blog should follow a routine to publish content. You could publish 10 blog posts a month or 4 blog posts a week or anything that goes in line with your strategy. It depends on your industry, audience, and your analysis.

The Outlook

Blogging was, is, and going to be an ultimate way to build authority and trust. For a long time, it was overlooked, but not anymore because organizations nowadays are now realizing the benefits of blogging for business.

We hope this article (or you can call it a guide on business blogging tips) is going to help you scale your business through blogging. We tried to include each and everything — be it why it is important, the purpose of business blogging, the benefits of business blogging, and more.

Let us know in the comments if it was helpful or if we missed out on some business blogging best practices.

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