8 Ways to Make Business Blogging Go Further

Business blogging has become one of the most essential methods for connecting with customers and building your website’s SEO authority. And a number of studies have confirmed the value of business blogging: it results in 55% more traffic, 97% more inbound links, and 67% more leads.  

business blogging traffic
business blogging leads

By pretty much every measure businesses use to determine website success, having a business blog is one of the best paths to improved results.

But consistently maintaining a business blog is time consuming and costly—especially one where you only publish blog posts that provide real value to your audience. And if you’re not doing that, what’s the point?

If you’re going to invest in a blog for your business, you need it to get results. And that requires the right approach. Here are a few good ways to make your business blogging go further.

1.     Start with a business blogging strategy.

You know you’re supposed to blog, so it can be tempting to just start getting blog posts up to check that box. But if you want your business blog to help you accomplish anything substantial, you need a business blogging strategy.

This should involve a few main steps:

  • Define your goals.

You’re investing time and money into your business blog because you want it to do something tangible for your business. In order to build your strategy around the things you want to accomplish, you need to clarify what your goals are. Write your goals down and, as much as possible, figure out specific metrics you can track to measure your progress. Measuring a goal like “establishing thought leadership” will be trickier than something like “increasing traffic,” but do your best.

And make sure you stay realistic here. If your goal is a number one ranking for every target keyword, or publishing a blog post every day with a team of two people—you’re setting up yourself up for failure. Keep your goals within reason.

  • Do audience research.

Your blog isn’t for you. And while it is for your business—in the sense that it’s meant to help you forward your business goals—you’re better off thinking about it as something you do for your audience first and foremost. To deliver content that your audience will value and appreciate, you need to take some time to understand who they are.

Audience research can involve a mix of data analysis—both of demographic data and marketing analytics—as well as getting more direct input from your audience using surveys or interviews.

  • Do keyword research.

Keyword research is valuable on a number of levels.. It helps you get a read on the topics your audience is talking about and the language they use. It can be a fruitful source for coming up with topics to cover on your blog. And it’s an important part of any SEO strategy, so you know what keywords to optimize each piece of content for.

You’re not starting from scratch here. If you already have a blog, analyze your most successful posts to gain a better understanding of what works well for you now. Even if you’re just starting a new blog, you can look to examples of successful blogs in your topic area to see what your audience responds well to. By taking the time to research successful business blogging examples, you’ll take some of the guesswork out of building your strategy.

2.     Keep SEO top of mind.

One of the best things about business blogging is the bump it can give to your SEO rankings. It gives you more opportunities to cover relevant keywords and topic areas, so you show up for more searches. If you provide valuable information in your posts, it gives other websites more reasons to link back to you. And some of the on-site ranking factors Google values, like time spent on site, are helped by having blogs that keep people around.

Just by having a business blog, you’re vastly improving your SEO chances. But you can help your blog posts do better in the search engines by taking a few extra steps to give your blog posts an extra SEO edge:

  • Do SERP research.

Before every blog you write or assign, take a minute to do a Google search for the keyword you’re hoping to rank for. See what type of content has made the first page for this topic. Seeing the current results offers insights into what works for that term in the search engines. Are the top results short and to the point, or are they long and comprehensive? And most importantly, what opportunities can you see to improve upon the information provided in those top posts?

  • Consider featured snippets.

A natural consequence to doing SERP research is starting to see when and how Google uses featured snippets in the results. When the search includes an answer box, write your blog post in a way that optimizes your chances for taking that answer box. The best way to do that will depend on the type of featured snippet that shows up in the search: a list snippet, a chart, or a brief text answer. Pay attention to the type of rich results on the SERP for your target term so you can create content more likely to win position zero.

business blogging answer box example

  • Strategically use headings.

Dividing your blog posts into sections with headings is good for both readability and SEO. It makes it easier for your visitors to skim to find the information they need, and it gives you more chances to signal to Google what your content is about. Use your target keywords in your headings where it’s relevant to do so (but don’t overdo it—it still has to be useful for your human readers).

Customize all relevant fields.

This is a simple step that can make a big difference in SEO. Make sure you customize your page URL, title tag, meta description, and alt image text to include your target keyword for a blog post. It’s a small but important way to emphasize what your post is about in a way the search algorithms recognize. If you use WordPress, any good SEO plugin you download will make this easy to do.

3.     Use your blog to answer common questions.

One of the best sources for coming up with blog topics your audience will find useful is going straight to the source. What are the questions your your customers and prospects most often come to you with? Review old emails and talk to your sales and customer service representatives to work up a list of the most frequent questions you get.

When you write blog posts that answer common questions, you accomplish two things at once. First, you write content that you know, without a doubt, your customers are interested in. And second, you make the lives of your sales and customer support teams easier, since they’ll now have handy resources they can share each time they get those questions in the future.

Your blog becomes a sales enablement and customer service tool, as well as a marketing one.

4.     Commit time to quality.

I know. This one is hard. You’re busy. Your team is probably already overwhelmed. And blogging brings the pressure of publishing a lot of content. A higher frequency of posts tends to mean better results in terms of traffic and lead gen. But rushing your content means you risk publishing stuff that’s not very good. And none of the benefits of business blogging come into play if your content sucks.

Make sure you’re willing to commit the time and resources needed to make every blog post worth it. And if you’re not sure your current team is up for the task, hire a good freelance blog writer to help pick up the slack.

5.     Create a plan for promotion.

Publishing an amazing blog post isn’t good enough. The internet is simply too saturated for your audience to find you on their own. You need to do everything you can to get your awesome blog posts in front of them.

As part of your blog strategy, create a plan for promoting your blog posts. This can include:

  • Sharing the links on social media.
  • Nurturing relationships on social media (so your feeds aren’t just promotional).
  • Writing guest posts on relevant blogs that link back to your best posts.
  • Collaborating with influencers on your blog posts, so they’re more likely to share them with their networks.
  • Paid distribution methods, such as search and social ads.

Investing in content promotion is as important as investing in high-quality content creation. If you want your business blogging to go further, you can’t skip this step,

6.     Regularly review your analytics.

The first step to doing better is understanding how you’re doing now. With business blogging, that means making it a habit to check your website analytics regularly to gauge the success of your blog posts. Google Analytics provides extensive data on how many people are viewing your blog posts, how people are finding them, and what they do once they’re on the page.

When you combine Google Analytics with the data from other sources, like your email marketing software and customer data, you can also track the role your blog posts play in driving visitors to the actions you want them to take, like signing up for your email list or making a purchase.

Use that data to regularly analyze the success of your blog posts and determine which types of blogging tactics and styles are helping you achieve your primary goals. The more you know what works, the more you can shape your blog strategy to get the results you seek.

7.     Perform content audits (at least) annually.

Businesses often get swept up in the flurry of work required to consistently create new content for a blog, but it’s just as important to take a step back and look for ways to get more out of the content you already have. At least once a year, perform a content audit to find opportunities to make your old blog posts better.

You’ll find blog posts that can be updated or strengthened, internal linking opportunities that can drive more visits to other posts, and spot any errors or broken links that need to be fixed. Content audits can help you get more traction from old posts, spur ideas for new posts you can create, and help you ensure every piece on your blog represents your brand at the level you want it to.

8.     Make a habit out of updating and repurposing.

The longer you have a blog, the more content you’ll have that falls out of date or becomes forgotten. The work you did on a great blog post five years ago will cease to matter if you stop there. Instead, make sure you revisit your old content regularly to find ways to update it and make it better.

In addition, you can make the work you did in the past go further by repurposing your most successful blog posts into new formats. Your top blog post could become a highly valuable video series or webinar. You already know your audience values the information you provided, so give them more ways to interact with it in the format of their choice.

Build a Better Business Blog

Your business blog is only valuable if your audience finds it, reads it, and comes to care about your brand because of it. Without the right strategy and approach, your blog posts will just be one more thing crowding the web without purpose.

If you struggle to consistently create business blog posts that your audience cares about, a good freelance blogger can help. Get in touch to see if we’re a fit.

7 Good Business Blogging Examples

Blogging has become one of the most valuable marketing tools that businesses have for improving SEO, building an email list, and connecting more directly with customers and leads. When done well, blogging can do a lot of good for your business.

But blogging isn’t easy to do well. It requires a lot of ongoing work to produce regular content, and making sure the content you publish is useful and entertaining to your audience is a constant challenge on top of that.

If your company struggles with business blogging and could use some inspiration, I’ve brought together a few good examples of businesses* that consistently produce solid blog content for their audiences.

1.    Care/of

business blogging example care/of

Care/of is a vitamin subscription service that customizes the vitamins they send to each customer based on their particular lifestyle and needs. The company’s blog includes articles that directly discuss the benefits of the supplements they sell, summarizing and referencing research studies that back up their claims. But they also publish posts less directly related to their products that address health-related topics that their target audience is likely to care about.

Some good posts that demonstrate this are:

  • Spice of Life: A Closer Look at the Benefits of All-Powerful Turmeric

    Turmeric is one of the supplements they sell, so this post is directly touting the benefits of a product, but the post manages not to feel overly promotional. It gets into the history of how turmeric has been used as both as a spice and a medicinal aid and references a number of research studies that have found evidence of its health benefits.

  • 5 Ways to De-Stress Over the Holidays

    During the holiday season, people get overwhelmed and stress becomes a big part of many people’s lives. This post covers a number of strategies that can help people reduce stress, including (but not limited to) taking some of the supplements the company provides. It’s another good example of a post that provides value first, but mentions their products where it’s relevant.

  • 7 Healthy Living Blogs You Need to Follow Now

    I call this a sharing-the-love post. It can feel unnatural to write a blog post that sends your readers to other blogs similar to yours, but people have room in their lives for more than one blog about a topic!

    By highlighting other blogs that cover health-related topics (most of them more about recipes or exercise rather than supplements, so not direct competitors to Care/of), this post provides something valuable to readers while also potentially starting positive relationships with influencers in the space.

2.    Media Bistro

business blogging example mediabistro Media Bistro helps play matchmaker for hiring managers in the media industry and the talented professionals they hire. Since the company has two equally important audiences, they produce two blogs: one for employers and one that offers career advice to media professionals.

The blog for employers is a good mix of posts that cover news relevant to hiring managers, answers to questions their readers are likely to have and general advice. Some recent examples worth checking out include:

  • Congress Weighs Massive Changes to 401(k) Contributions

    Employee benefits are something every hiring manager has on their minds, the benefits they offer and how competitive they are can make a big difference in the caliber of talent they attract. So when the government considers legislative changes that could affect the value of a common employee benefit like the 401(k), it’s something the Media Bistro audience needs to hear about. This post explains the proposed changes and what it would mean for the blog’s readers

  • Can You Hire or Fire Based on Political Beliefs?

    In the divisive atmosphere that’s followed the last presidential election, this is a question probably on the mind of more than a few hiring managers. This blog post provides both the technical answer (legally, yes, at least in most states), while also getting into the bigger question of whether or not you should factor politics into your personnel decisions.

    The career advice blog regularly publishes roundups of top jobs available in different cities – something that’s definitely valuable to readers looking for a job – along with posts that offer general career advice and answers to common questions. A few good examples to look at are:

  • 6 Ways to Track Down a Magazine Editor

    For many professional writers, figuring out the right person to pitch is a big part of the job. This post provides specific steps writers can take to discover the editors at publications they want to pitch. It’s a useful piece that solves a common problem readers have.

  • How to Land Higher Paying Assignments

    No matter the industry, any blog about careers should address the issue of money. It’s one of the biggest topics readers are thinking about. Media Bistro tackles the topic in this post, which provides specific advice on how to start making more money and backs it up with anecdotes from expert sources.

3.    Priceonomics

business blogging example priceonomics

Priceonomics has a business model based on data: tracking it effectively and putting it to good use. And they use their blog to effectively demonstrate the kind of good use their clients can put it to. Their blog posts all use data to answer common questions – or at least as often, questions you didn’t even know you had, but find yourself really interested in learning the answer to.

A lot of the content on their own blog serves as an example of collaborations with their clients. By showing the ways their customers use data to create great content, they make a case for their products, while also entertaining their readers.

Their posts are a mix of fun, useful, and just interesting information. Here are a few good examples:

  • Is There a Connection Between Bad Grammar and Bad Reviews?

    This post is a good example of a collaboration with a client, Datafiniti, a company that has a large database of products and their reviews. Once you hear the question, you probably think back to the large number of badly written negative reviews you’ve read – many of them with lots of unnecessary capital letters or confusing typos. It’s a good example of the kind of question you didn’t know you had until you heard it, and now you kind of want to know the answer, don’t you?

    The post not only answers this question (the answer is yes, if you’re wondering), but also includes a lot of interesting insights on the average length of reviews (apparently one-word reviews are quite common) and how length and spelling errors both correlate to whether a review is positive or negative. It’s a thorough and interesting analysis that does a good job of demonstrating the value Priceonomics provides to customers.

  • Ranking the Most (and Least) Nutritious Meals for Your Dollar

    This is a good example of a really useful post. If you’re someone who cares about your health (most of us) and also cares about spending your money well (also most of us), then this is the kind of information you need to make better decisions when choosing your meals. This is another collaboration with a customer – this time a company with software that helps people plan and track healthy eating.

    It tests the common supposition that healthy eating costs more (spoiler: it does). But it follows up that depressing finding with a list of healthy foods and recipes people can eat that pack a lot of nutrition for the cost. In short, it’s super useful.

4.    Grammarly

business blogging example grammarly

Grammarly sells subscription software that automatically checks customers’ writing against a number of rules and best practices to help them improve. Obviously, their audience is anyone that writes often – from students, to professional writers, to professionals who want to write better emails. Their blog posts therefore often delve into common problems and questions writers have, but they also sometimes explore fun history or weird information that curious learners (something most writers are likely to be) will find interesting.

Some good examples to check out include:

  • Want to Stop Procrastinating at Work and Get Stuff Done? Here’s How

    If I wasn’t currently hard at work on this blog post as I type, I might feel personally called out by this post. Like a lot of creative professionals and well, probably everybody else, writers often deal with procrastination. Staring at a blank Word document has a way of reminding writers about other things we could be doing.

    This post therefore addresses an issue that Grammarly’s target audience definitely cares about. It provides actionable advice that can really make a difference for a common problem.

  • Mexican Novels to Help You Celebrate Cinco de Mayo

    You know something all good writers like to do? Read! In fact, I’ve long considered reading one of the most essential tips for being a good writer. This post makes use of a timely reference (it went up on May 5) to provide Grammarly’s audience with information they’re likely to care about: recommendations for good books.

    This post technically doesn’t have anything to do with the company’s product, but that doesn’t matter. It keeps their target audience interested in the blog and more likely to come back for more.

5.    Threadless

threadless

Threadless mostly sells t-shirts, along with home décor, art, and accessories. People can buy t-shirts anywhere, so what makes Threadless really stand out is the hip and artsy personality they pack into their products. The blog continues that branding with posts that are fun, interesting, and highlight original art (including the art they put on their t-shirts and other products).

Here are a few posts that will give you a good taste of the fun personality they present:

  • No Context Needed: Overheard at Threadless

    This is a funny post that says a lot about the brand as it mixes design (each of the quotes are displayed with original illustrations) and humor. The quotes from employees around the office show the kind of light and goofy atmosphere that defines the company’s work culture and make it easy for readers to feel a connection to the brand.

  • The Cute Meets Creepy Creations of Comic Artist, Maria Ahokoivu

    This post features one of the artists whose work shows up on Threadless products. It humanizes the artist behind the work – she talks about favorite movies and pizza toppings, along with her work as an artist. And the post includes examples of her work, along with some links to specific Threadless products readers can buy. With artist interviews like this, they’ve found a human, personal way to sell.

  • 6 Tips for Making it as an Artist (And Making Money)

    Some of the people most likely to love and buy the products Threadless sells are other struggling artists trying to figure out how to get their own designs out in the world. This post provides advice for how to start profiting off your art and includes quotes from artists that have actually pulled it off. It’s valuable advice that speaks to a common struggle of the kind of people who follow and buy from Threadless.

  1. Intercom

intercom2

Intercom sells customer management software that helps businesses better organize and improve their relationship with customers and leads. As a result, they have three main audiences: marketers, sales reps, and customer support professionals. Their blog addresses topics relevant to each audience, as well as tackling issues important to anyone helping run an SaaS company. They often use their own experiences working at Intercom to provide useful advice to readers likely to face similar challenges.

Here are a couple of good examples of how they do that:

  • Motivate Your Star Performers with Meaningful Career Conversations

    For all three of the main audiences Intercom targets – sales, marketing, and customer support – one of the most important parts of success is finding and keeping good employees. This post provides specific steps that companies can take to make sure good employees want to stick around and uses examples of how Intercom does things to illustrate how the recommended process works and why it’s valuable.

  • Why Your Privacy Ecosystem is Crucial in the Age of GDPR

    This post addresses head on the biggest issue many tech companies are worried about right now: GDPR legislation. It provides useful advice on how to approach your own product and those it integrates with in order to better protect your customers’ privacy and stay on the right side of GDPR.

  1. HelpScout

good business blogging example helpscout

To promote their customer support software, the HelpScout blog provides a lot of information on providing great customer service, along with posts that more generally address how to run a business well. They regularly publish fairly long posts that include helpful tips coupled with examples that help illustrate the tips.

For an idea of what their posts often look like, here are a couple of good ones to read:

  • 22 Customer Retention Strategies that Work

    One of the many good reasons to provide great customer service is that it convinces happy customers to keep coming back – which is good for your bottom line. This post provides a lengthy list of good ways to keep customers happy once you’ve earned that first sale and backs up the recommended strategies with research and statistics.

  • Writing Support Emails: A Style Guide

    Style guides are a valuable tool for businesses that want to be consistent in the way they communicate across different channels, but they’re not commonly associated with support emails. This post provides a corrective to that. It gives specific and useful advice on how to structure emails to better provide your customers with what they need and accomplish your support goals. And it uses specific examples to illustrate the suggestions throughout.

Hopefully spending some time with good examples of business blog posts will give you the inspiration you need to get fired up writing for your own blog. Even though blogging requires a lot of work, it really can be worth it if you keep up with it and make sure you provide great blog posts that are helpful to your audience.

If you’re struggling with staying on top of all the writing that a blog requires, it’s ok to ask for help. Writing blog posts for businesses is a big part of what I do. I can take some of the load off for you. Just contact me to see if we might be a good fit.

 

*While I think all the blogs I write for are pretty great examples of good business blogging as well, I left them off the list here to avoid personal bias. Lucky for you, that means you can see even more examples of good business blogging over on my writing samples page. Enjoy.

 

How Bloggers Blog: The Survey

Do you blog?

The number of people that answer that question with a “yes” continues to grow.

Blogging can look really different depending on who’s doing it.  A blog that’s mostly meant as a fun way to work out your thoughts or track your experiences on vacation will provide a different experience than the blogs meant to help promote a business. Even within the latter category though, how people blog varies.

To get a clearer picture of what business blogging looks like, Orbit Media took a survey. What they found, as expected, is that there’s a wide variety in how bloggers blog. Even so, they were able to pull out a few key trends in the blogging process.

  • Most bloggers spend less than 2 hours on each post, but it’s not unheard of to spend over 6 hours.
  • Bloggers don’t keep normal business hours. They write whenever they can fit it in, or when an idea hits.
  • Most bloggers work from a home office.
  • Many bloggers publish new posts multiple times a week.
  • Few bloggers have editors.
  • The main blogging promotion tools used are social media and SEO.

Not too many of those surveyed were freelance bloggers, but the survey findings match my experiences pretty well.

There’s no one right way to blog. Anyone who works in a creative field knows that you just have to figure out what works best for you.

If you want your blog to succeed as a business tool though, there are a few key things you need to keep in mind.

For a more in depth look at what you need to do to build a more successful business blog, download the Austin Copywriter report on the subject.

So what about you? How do you blog?