Writecombination Marketing
by Andrew Knowles

Your guide to business blogging

If you’ve had half an eye on the latest news and opinions on how to attract more traffic to your website, you’ll know that blogging is a hot favourite right now.

Businesses that blog get more visitors to their website, according to the statistics. Done well, blogging draws in more readers because your words, and images, provide real value, while at the same time your search engine ranking improves due to the continued addition of relevant material to your website.

If you’re not sure how to start blogging, whether to continue, or you’re simply looking for inspiration, this guide to blogging for business is for you.

Tips for effective business blogging

1. Choose the right blogging tool

It’s really easy to publish blog posts if you choose to use a CMS (content management system). Some are free, such as Blogger or Wordpress, or your current website may already be built with a CMS with a blogging facility.

Read our guide to choosing the right blogging platform.

Consider the options carefully before you start blogging, because it’s hard to change once you’ve begun. 

2. Don’t give up after three posts

Too many businesses start blogging but, for all their good intentions, the flow of posts is choked after the first few. They run out of time, inspiration or enthusiasm. The result is a business website with a link to a blog where the last post was nine months ago, and there are no plans to add anything new.

This isn’t good for your search engine optimisation (SEO) or your credibility to potential customers. It’s better not to start than to stop after a handful of posts.

3. Give away something of value

This doesn’t mean running a competition for a free widget. It’s about giving your blog readers information that they can apply in real-life situations. Businesses who refuse to share anything of value with someone who’s not paid will find it harder to build goodwill, and therefore customers.

You know what information is valued by your target market. By giving a chunk away for free you’re demonstrating that you know what you’re talking about, building credibility as a potential supplier. You’re also encouraging visitors to share your post on social media, bookmark it for later, or link to it from their website. 

4. Keep it clear, concise and grammatically correct

The quality of your blog posts will shape the reader’s opinion of your business. This covers what you write and how you write it. A poorly-constructed post with dodgy grammar and spelling mistakes leaves a poor impression.

Spelling is easy to fix, as most software now includes a spell checker. Proofread your text to spot typos and missing words that spell checkers can’t detect. If you’re worried about grammar, there are plenty of websites and books that cover the basics, particularly on how to use apostrophes correctly.

If blogging is adding value to your business, it may be worth investing in the services of a professional proofreader or copywriter.

5. Always be open to inspiration

Knowing what to blog about deters many from getting started. But a little creative thinking can provide enough ideas for one or two blog posts a week, month after month. 

Many of your blog posts could provide advice or tips to potential customers, as they provide real value. Other posts could offer readers insights into your business, such as how to choose particular products, stories of working successfully with customers or partners, how you overcame specific problems or profiles of your team members.

If you want more advice on how to get started with blogging for your business, we’d love to hear from you. Fill out our contact form or get in touch through Twitter, LinkedIn or Google+.

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