It’s a terrific idea to start or restart a blog for your company or organisation. Don’t be discouraged; you’re already on the verge of success! Companies that have blogs generate 67% more leads than those that don’t. Having a blog is a great addition to a business website. 

They also add value to your present and future clients by educating them on topics relevant to your industry and their requirements. However, you must be consistent. It’s similar to losing weight. If you stick to a plan, your outcomes will improve with time. 

Now let’s get into the steps you need to follow to ensure your business blog is a success: 

What is your blog’s purpose? 

A goal is not the same as a purpose. Your objective could be to improve revenue by X%. However, simply writing to your goal will only increase your bounce rate. Even the tiniest discrepancies between quality material and a sales pitch are visible to the reader. 

Consider your favourite customer if you’re having trouble figuring out what your objective is. What would it mean to you if that customer succeeded? Perhaps you could provide them with useful industry information or connect them to resources they aren’t aware of. 

Set goals for your business blog 

The aim of a blog is to accomplish more than simply increasing sales by X%. You must think about how you will get there while also giving something useful to your clients. What do you want your readers to take away from your blog? 

Define your audience 

Imagine writing to a single person rather than trying to impress a past teacher or copy your favourite journalist. How would your writing differ if you were writing to a friend? Create a buyer persona by getting to know your customer. 

A buyer persona, as defined by Hubspot, is: 

A semi-fictional representation of your ideal customer based on market research and real data about your existing customers. 

Consider customer demographics, activity patterns, motives, and goals while designing buyer personas. The more information you provide, the better. There are various simple tools available to assist you in creating a buyer persona, including one from Hubspot. 

Do keyword research 

Now that you know whom you are writing for, you need to focus on the content. Keywords are specific words or phrases that are associated with what your business does. For example, if you are a website designer your keywords would include web design, graphic design and website builder. Keywords enable your articles to be picked up by Google. It is used for search engine optimisation (SEO) purposes. Read our blog post on SEO for a more detailed definition of SEO.  

Be unique and creative with your business blog 

Lastly, you should remember that your blog is the voice of your business. Make sure that the content you produce is aligned with your business tone and style. Always publish unique articles and stay true to your business vision. Add images and links to your content where needed. But most of all, have fun!