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how to write a business blog post

How to write a business blog post (for beginners)

Need to write a new business blog post? It’s one of those tasks that tends to sit permanently at the bottom of the to-do list. You know updating the blog is important. But you can never quite find the time…

It’s understandable. Many people don’t know where to start when it comes to the company blog. A fear of the unknown dissuades them from putting pen to paper and just getting it done.

But it’s not a task you should overlook. Because business blogging can lead to 55% more website visitors!

Breaking things down into chunks makes any task feel more achievable. With that in mind, here are six easy steps you can take to write a business blog post.

Write a business blog post in 6 easy steps!

1. Do your research

There’s no point writing a blog post unless people are going to read it. That means writing content that is valuable to current or prospective customers. And optimising that content for keywords so it might just pop up in search results.

Some rules of thumb.

Most customers don’t like getting a sales pitch in the form of a blog post. They’ll read your articles if they provide real value or useful information. Why not start by taking a frequently asked customer question and aiming to answer it?

You should also look at useful keyword phrases that aren’t currently covered by your website. And then incorporate them into your articles (without keyword stuffing). Writing an SEO optimised blog post can help direct more web traffic your way.

2. Think about SEO (but not at the expense of your writing)

Always write with your readers uppermost in your mind – but remember that SEO needs a little attention too.

Your title should be punchy and attention-grabbing and it should contain your keyword phrase. Other places you should really try to include those keywords?

·         The first paragraph of your post

·         The meta description

·         In at least one subheading of your post

·         At least three times throughout the body of the text

Some other SEO top tips. Keep your title between 50-60 characters. And keep your meta description between 120-160 characters. This should ensure that all of your text is visible in search results, making it more enticing to a reader. 

3. Look at structure and readability

The structure of your blog post is really important, both for your readers and those all-important Google bots.

Sentences and paragraphs should be short and sweet. Aim for around 12 words per sentence and a maximum of three sentences per paragraph.

Your text should also be scannable. So split your post up into at least three sections and create subheadings for these sections. You could also try bolding short sections of key text to make them stand out.

Use active voice as much as possible. This makes it much easier for a reader to follow the meaning of a sentence.

A world away from the grammar you learnt at school, right? But writing a business blog post for online publication is a very different kettle of fish. We tend to scan and skim when we’re reading online. Your blog post needs to work with this fact rather than against it.

4. Get writing your business blog post!

Get writing! Easier said than done if writing doesn’t come naturally to you. But there are a couple of different strategies use when I’m struggling to get those first words down on paper.  

Eliminate distractions

When ideas aren’t flowing easily, the smallest distraction can send you off course. So pick a quiet place to work and mute both laptop and smartphone notifications.

Start in the middle

You don’t need to write in a logical order. If you have lots of ideas for one particular section of your blog post, start with that section first. Return to the intro later.

Write anything

Remember that a first draft doesn’t have to be perfect. Just focus on getting those ideas out of your head and onto the page. Then edit them into a structure that works.

5. Proof, proof and proof again

Typos. Grammatical mistakes. Illogical segues from one topic to another. None of these things will cover your company in glory.

So it’s important to go through your blog post with a fine-tooth comb. Correct mistakes where you find them. And consider letting someone else look over the post before you publish. Fresh eyes might spot something you’ve missed.

6. Let a freelance copywriter write a business blog for you

Hopefully these tips will have given you a little more confidence when it comes to writing your next business blog post. 

But if you’d rather save yourself the headache, let me deal with the company blog for you. I can come up with titles, write posts and even upload to your website.

Take a look at my portfolio or get in touch to find out more.

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