The write stuff: Ten tips for a winning business blog

Lisa Cugnetto
@lisacugnetto

There are plenty of benefits to a business blog, including connecting with your customers and promoting your business. But what does it take to create a truly appealing blog?

Here are ShortPress’ top ten tips to making yours a winner.

Make it interesting

“Write stuff that people want to read. Don’t hard sell. Make it about them,” says Kathy Papadopoulos, managing editor at digital agency Squiz. “Showcase your products and services in a way that is useful to readers. Give them information they will benefit from – it should add value to their lives and business.”

It’s a theory Squiz practice both in the content they create for their clients and on their own blog, Squiz Stories, which brings together industry news, insights, webinars, case studies and reports.

Ensure it reads well

There’s no easier way to lose credibility than with a poorly written blog. So make sure you have the basics covered: Are there any spelling mistakes or grammatical errors? Are the stats cited correctly? Do the hyperlinks work? Does it read well? Ask a colleague to proof blog entries before they are posted.

Know your brand voice

Your blog’s tone should be consistent with your brand voice. If you’re business is young, fun and colourful, this should be reflected in the language, subject matter and images used in your content.

Use images

According to data from US content marketing services company Skyword, on average, total views increased by a staggering 94 per cent if a published article contained a relevant image or infographic (compared to articles without images). Use images that relate to the content and are visually appealing. Follow copyright too by purchasing or crediting images.

Your blog’s tone should be consistent with your brand voice. If your business is young, fun and colourful, this should be reflected in the language, subject matter and images used in your content.

Give it a strong headline

Another insightful stat courtesy of content group Contently: some 80 per cent of people will read your headline, but only 20 per cent will click through to read it. For a headline that gets results they suggest using extremely positive or negative words and focusing on the first and last three words. It should also capture what the blog is about and entice your audience.

Include a clear call to action

Every blog should include a call to action – whether it’s specific to the blog topic or a general ‘sign-up for our e-newsletter’ – as it’s a chance to continue the conversation with your readers.

Optimise your content

Help your content be found online by optimising it. Use keywords organically in the headline, the blog URL and the body copy, as well as the image titles and alt tags.

Make a plan and stick to it

Blogging requires time and energy so creating a strategy will help with efficiency. Make a plan for how frequently you will post, what topics you will cover and an objective for each. Ask staff to write blogs to help give it a varied perspective.

Blogging requires time and energy so creating a strategy will help with efficiency.

Use it to engage with customers

“Blogs are a great way for businesses to engage with their customers and get to know and understand them better,” says Papadopoulos. Are there questions your customers frequently ask? Use your blog as a forum for solving problems and offering insights that relate to your business.

Amplify your blog

Finally, amplify your blog. Post it across your business social media channels, related LinkedIn groups, and e-newsletters. Share it across your own professional networks and encourage staff to do the same.

Lisa Cugnetto

Lisa Cugnetto is a Sydney-based freelance writer, editor and content producer. While she writes across all manner of subjects, she enjoys business, arts, travel, lifestyle and popular culture best. 

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