What Is Business Blogging? Key Elements, Benefits, How To Start & Examples

How To Create A Business Blog In 13 Steps & Best Practices To Follow

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Let’s say you’ve decided to start a blog to help your business. You’ve read about the benefits of blogging for business, and you’re sold. You even know the type of posts you want to write. But when you open that blank page, you freeze. You don’t know what to say. Business blogging can initially feel overwhelming, especially if you want to do it well. But this article will help you get started. You’ll learn about the benefits of blogging for business and how to start a successful blog.

Feather's send emails from Notion can help you organize your thoughts and confidently tackle that first blog post.

What Is Business Blogging?

Business blogging is essentially creating and sharing content closely tied to what your company offers, whether it’s a:

Product

Service

Expertise

The main goal? Boost your online visibility. When done right, business blogging can:

Help you attract more visitors to your website

Build trust with your audience

Drive sales

But there’s more to it than just being seen. Business blogging is a powerhouse for marketing, with 53% of marketers prioritizing it. It’s all about providing valuable information that resonates with your target audience through:

How-to guides

Industry insights

Updates on trends

The Power of Business Blogging

This helps you connect with potential customers and positions your business as an authority in your field. By regularly publishing blog posts, you’re giving search engines like Google more content to index, which can improve your rankings in search results.

The better your ranking, the easier it is for people to find you when searching for something related to your business. Business blogging is more than just writing posts; it’s a strategic tool for growing your brand, engaging your audience, and driving business results.

Business Blogging Makes You the Expert

Business blogging is a great way to showcase your expertise. The more you write about your industry, the more you’ll establish authority, not just to your readers but to search engines, too. Don’t be surprised if your increased business blogging leads to a few Google rankings for “expert” or “authority” in your niche.

What Does a Business Blog Do?

A business blog is a powerful tool that can significantly benefit your company in various ways. At its core, a business blog helps you connect with your target audience by providing valuable, relevant content that addresses them:

Needs

Interests

Pain points

This content can take many forms, such as how-to guides, industry insights, or updates on trends, and it's all designed to engage readers and build trust in your brand.

Boost Your SEO With a Business Blog

One of the most significant advantages of having a business blog is its impact on online visibility. Each blog post you publish gives search engines like Google more content to index, which can improve your rankings in search results. This means more people can find your business when searching for topics related to your products or services, driving more organic traffic to your website.

Establish Authority in Your Industry

Beyond visibility, a business blog positions your company as an authority in your industry. You establish credibility and build trust with your audience by sharing your expertise and insights. When readers see that you’re knowledgeable and reliable, they’re more likely to consider your products or services when they’re ready to purchase.

Support Your Other Marketing Efforts

A blog also supports other marketing efforts. It provides content you can share on social media, include in newsletters, or use in email marketing campaigns. Plus, it can foster engagement by encouraging comments, discussions, and sharing, further amplifying your reach.

A business blog helps you:

Nurture relationships with potential customers

Engage your current customers

Drive measurable results like increased website traffic, leads, and sales

It's a versatile and cost-effective way to grow your business in today’s digital landscape.

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8 Key Elements of Blogging for Business

1. Know Your Audience: The First Step to Business Blogging Success

A clearly defined target audience helps you create relevant content that answers your prospects' questions. To find your target audience, start by looking at your existing customers. What do they have in common? Create a blog persona that outlines their:

Interests

Demographics

Pain points

This will help you craft your content so that you can speak directly to them.

2. Establish Topic Authority: Show You’re an Expert

Your business blog should establish your authority on the topics you cover. This means going beyond simply sounding smart. Your goal is to provide consistent, valuable insights on your blog that your audience can’t find anywhere else. When recognized as an expert in your field, readers are more likely to trust your advice and keep returning for more. It’s like being the go-to friend everyone consults when they need help in your expertise.

3. Create Content Pillars: Build a Strong Foundation

Content pillars are the core themes around which all your blog content revolves. These pillars should be broad enough to cover various subtopics but focused enough to keep your content cohesive. Think of them as the sturdy columns that support your blog—when they’re solid and well-organized, everything else falls into place.

A blog with strong navigation is like a well-designed roadmap, it helps readers easily find what they’re looking for without getting lost. Categories, tags, and a good search function are all part of this. When readers can quickly locate the information they need, they’re more likely to stick around and explore other parts of your site.

5. Unified Brand Style: Create Consistency

Your blog should have a unified brand style that reflects your business’s identity. This includes everything from your color scheme and logo to your tone of voice. Consistency in your brand style helps build recognition and trust with your audience. It’s like ensuring your blog always “sounds” and “looks” like you, no matter what post they’re reading.

6. CTAs: Guide Your Readers

CTAs are essential for guiding your readers toward the next step, whether it’s:

Signing up for a newsletter

Downloading a resource

Making a purchase

Using a mix of CTAs throughout your blog ensures you cater to different stages of the buyer’s journey. It’s like gently nudging your readers in the right direction, depending on what they’re ready for.

7. Timely Content: Keep It Relevant

In our fast-paced world, keeping your content timely is key. This means addressing current trends, news, or seasonal topics relevant to your audience. Timely content shows that you’re in tune with what’s happening and can position your blog as a go-to source for the latest information.

8. User Functions: Enhance the Experience

Enhance the user experience on your blog by incorporating useful user functions like:

Comment sections

Social sharing buttons

Subscription options

These features make your blog more interactive and encourage engagement and community-building. It’s all about making it easy and enjoyable for readers to connect with your content and each other.

Blogging is more effective for business when you can tie it to your other marketing efforts, like email. Email and blogs work together to boost your SEO. You will drive traffic to your blog by sending emails to your subscribers and increase your blog’s authority by regularly posting and getting emails from Notion and Notion. This helps index your blog posts so they can rank on search engine results pages (SERPs).

10 Amazing Benefits of Blogging for Business

1. Drive Conversions and Profits

When running an e-commerce business, your main goal is to make sales. Every individual who lands on your website to see what you have to offer represents a potential sale. Nevertheless, some people want to learn more about your company and the product they're interested in or discover why you're selling the merchandise. A blog delivers the information they seek and encourages them to finalize their purchase.

2. Become an Industry Leader

People typically appreciate it when someone has expertise in their field of focus. It also demonstrates that you're selling your products or services because you are passionate about whatever you do.

Starting a blog for your brand allows you to show customers all this and more as you share your:

Insights

Opinions

Experience

Results

You can increase your conversions because you've helped customers understand more about what they're buying and what they're likely to experience when they use the product.

3. Increase Website Traffic

There's no denying that the internet is crowded when selling just about anything. Blogging helps you increase website traffic by:

Improving search engine rankings

Engaging viewers for longer

Increasing the potential for conversion

A study by Orbit Media Studios found that 77% of bloggers report increased results due to blogging.

4. Enhance Link Building Efforts

Hyperlinking to an authoritative source, be it a manufacturer of a product you sell or a government agency that has data to back up your assertion, helps improve your search engine ranking. Readers can also follow the backlinks and learn more about a particular aspect of a product, the testing that's been performed, or the health benefits provided by the merchandise you're selling. This also adds to your overall authority and fosters a feeling of trust from a customer.

5. Educate Consumers About Your Business

One of the benefits of blogging for business is the opportunity to give insight into your business and how it's run. This is a chance to:

Talk about the day-to-day operations

How do you source materials

Introduce your employees

Highlight experiences you want your customers to know about

You can also talk about why you got into my particular line of business and your goals for its future.

6. Promote Your Brand for Free

Blogging is a form of marketing where you get to talk about your business to my heart's content. You can use the blog to:

Promote a particular product

Tease about something new and exciting arriving soon

Announce an upcoming sale

Apart from the time you spend writing the blog, there's no cost to you.

7. Nurture the Relationship Between You and Your Customers

One of the benefits of blogs for businesses is that they put a face to their business. Readers can learn more about:

Who you are

Your business values

How do you feel about providing quality products and delivering top customer service.

This gives your customers a sense of familiarity and makes them feel good about buying from you.

There's no denying that it takes time to write a blog, but that effort can be repurposed for social media marketing and save you time. You can use the entire blog or a snippet to encourage people to follow a link to your blog and read more. It's a widely accepted marketing tactic, with Statista reporting that 90% of online bloggers used social media to promote their blogs in 2021.

9. Boost Brand Awareness and Loyalty

When considering how a business can use a blog, you should consider how it can boost brand awareness and create customer loyalty. Customers like to connect with companies because they feel they're getting value from their interactions. A business blog that gets in-depth on a variety of topics makes a customer feel like they're in alignment with what your business offers them.

10. Partner with Influencers or Brands for Guest Blogging

Partnering with an influencer or a related brand helps raise brand awareness. Their followers are interested in what they have to say. If the influencer or brand spokesperson posts on your blog, you'll gain the attention of an audience that may not have found or considered your products otherwise. Specific audiences respect the authority of an influencer or brand spokesperson. They will put you into the same category of trustworthiness.

How To Start a Business Blog in 6 Steps

Starting a business blog isn’t as daunting as it sounds. First, nail down your blog’s focus. What will you write about? Readers are most excited to read, share, and link to blog posts that cover relevant and specific topics. If your target market is people interested in being more eco-friendly, you’d likely benefit from writing a blog post about reusable plastic. This is where keyword research comes in handy for identifying topics important to your users and brand.

Set Your Blogging Goals

You’ll want to set goals for your blog. Think of this as establishing metrics to measure your blog’s success. Content marketers predominantly use traffic metrics to assess the effectiveness of business blogging, but they also look at:

Sales lead quality

Sales

Conversion rates

You'll need to understand blog analytics and how to track essential blog metrics related to traffic, how it is generated, and engagement metrics on your content.

Some examples include:

Traffic: Page views, clicks, and unique visitors

Engagement: Comments, social shares, and time spent on the page

Conversion Rate: Percentage of visitors taking a desired action

Bounce Rate: Percentage of visitors leaving after viewing one page

Click-Through Rate (CTR): Percentage of clicks on links or of clicks through from search engines.

Subscriber growth rate: Increase in email or RSS subscribers

Keyword rankings: Search engine positions for targeted keywords

Social media metrics: Follower growth, likes, and comments on social platforms

Refresh Your Business Blog Content Regularly

When starting a blog for your business, you’ll inevitably have posts performing well and others not. Although plenty of posts will never even rank, those that do can bring in steady traffic for years after publication.

Plus, a low-performing SEO post doesn’t have to stay low-performing. Giving articles an occasional refresh can improve their SERP rankings. Content marketing agency Animalz found that refreshing a post improved its performance by 55%.

Invest In Quality Blogging Tools

As we’ve established, you’ll need to do more than scribbling a few thoughts and hitting publish to make a blog successful. You’ll need to invest in a tremendous blogging platform and blogging tools that will best support those efforts to effectively:

Curate

Promote

Track the performance of your blog

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Promote Your Business Blog To Attract Readers

Keeping your readers engaged is just as vital as attracting them. Social media and email marketing are great for promoting your blog and networking with active customers. Link building for your blog is also the process of earning and generating backlinks from other authoritative online sources that quote and link to your blog.

Here are some of the top ways to promote a blog for business purposes:

Social media: Share posts on social media platforms relevant to your audience.

Email marketing: Send newsletters featuring blog content.

SEO optimization: Optimize content for search engines.

Collaborations: Partner with influencers or other businesses for cross-promotion.

Guest blogging and posting: Write for other relevant blogs to expand your reach. You can ask them to link back to your blog.

Paid advertising: Utilize targeted ads on social media or search engines.

Networking: Engage in industry forums and online communities.

Content distribution: Share blog links in relevant online forums or groups.

Repurposing content: Use existing content and repackage for different channels and audiences.

Establish Goals for Content Creation

The more you publish, the better your blog will likely perform. That said, you must be realistic when deciding how much time and money to spend on your blog. Publishing quality content consistently will be much easier than trying to pump out as much content as you can as fast as possible.

Create an editorial calendar with the articles you want to write and the schedule you intend to stick to. Doing so will not only help you publish consistently, but it’ll also help you track your progress along the way.

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Do Business Blogs Make Money?

Absolutely! Business blogs can make money and be crucial to a company’s overall revenue strategy. However, how they generate income can vary depending on the business's approach and goals.

Direct Monetization

Some businesses directly monetize their blogs through affiliate marketing, promoting products or services from other companies and earning a commission on any sales generated through their referral links. Another direct method is selling ad space on the blog. If the blog has a high traffic volume, companies may pay to place ads on the site, providing a steady income stream.

Lead Generation and Sales

For many businesses, the primary purpose of a blog is to generate leads and drive sales. By offering valuable content that attracts readers, the blog serves as a gateway to convert those visitors into customers. For example, a software company might use its blog to explain how its product solves specific problems, encouraging readers to sign up for a free trial or purchase a subscription.

Content Marketing and SEO

Business blogs are also a key component of content marketing strategies. By consistently publishing high-quality, SEO-optimized content, businesses can improve their search engine rankings, making it easier for potential customers to find them online. This increased visibility can lead to more traffic, leads, and sales.

Partnerships and Sponsored Content

As a blog grows in popularity, it can attract the attention of other businesses looking for exposure. This opens up opportunities for sponsored posts or partnerships where companies pay to have their content featured on your blog, creating another income stream.

11 Examples Of Successful Business Blogs To Learn From

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2. HubSpot: An Authority on Business Blogging

HubSpot is a high-profile inbound marketing company. They produce three distinct business blogs:

Marketing

Sales

Customer Success

The sales blog publishes posts covering virtually every imaginable aspect of sales and now contains a library of over 2,500 posts on sales alone.

3. Moz Blog: The Go-To Resource for SEO

The Moz blog offers enriching articles from a variety of voices that discuss search developments, social media trends, and, of course, SEO. Moz, an industry leader in:

SEO tactics

Gives readers advice

How-tos

Insights to increase their SEO game overall

4. CreativeLive: A Business Blog With Insights From Industry Experts

CreativeLive’s business blog features insights, interviews, and detailed breakdowns from experts like:

Tim Ferriss

Richard Branson

Mark Cuban

Others who teach online classes on the platform

Business is one of five topic categories covered on the CreativeLive blog. Hundreds of quality posts focus on:

Self-employment

Small business ownership

Building a personal brand

How to make it in the world of photography, and so much more

5. Mixergy: A Business Blog Built on Mentorship

Mixergy was started as a place where ambitious people learn from experienced mentors through interviews and courses. Mixergy features interviews and courses with over 1,100 business founders. These founders come from various backgrounds, including:

E-commerce

Social media

Marketplaces

Physical products

SaaS companies

The host and founder, Andrew Warner, covers topics such as:

Marketing

Bootstrapping

Selling your business

Sales

Driving traffic

Customer acquisition on this business blog

6. Influencive: Unconventional Wisdom for Business

Influencive describes itself as a source of unconventional wisdom and influential minds. This business blog publishes the following:

Posts about general business

Crafting a winning mindset

Entrepreneurship

Growth hacking

Lifestyle

Branding

Social media

Health and Fitness and more

It also includes a library of recommended books every entrepreneur needs to read.

7. Tim Ferriss: A High-Performing Business Blog

Tim Ferriss became a household name with his book, The 4-Hour Workweek. He subsequently wrote three more books and set up The Tim Ferriss Show podcast, which has received more than 700 million downloads to date. As a tech enthusiast, many of his posts discuss how people can use technology to improve productivity in their businesses.

8. Close: A Business Blog for Sales Professionals

Close is a sales CRM for startups and small-to-medium-sized businesses. Their business blog focuses solely on sales topics that provide:

In-depth guides

Videos

Tutorials

Case studies

Real-world breakdowns of the world’s best sales strategies. The website aims to provide actionable sales advice to readers and includes a daily 60-second video to motivate sales.

9. WPBeginner: A Business Blog for WordPress Users

As its name indicates, WPBeginner is a beginner’s guide to WordPress. As one of the most popular content management systems, WordPress helps users create websites and blogs. WPBeginner teaches tech newbie web designers (or anyone setting up their own blogs) how to quickly set up a WordPress site.

Their business blog is full of helpful hints, tips, and tutorials on how to set up your WordPress-powered site best and optimize it to bring in new readers. You’ll find posts on everything from the best WordPress themes for hotels to more advanced topics involving deep customizations. With WPBeginner, navigating the back end of a blog has never been easier.

10. ConvertKit: A Business Blog for Online Creators

ConvertKit is an email marketing platform for bloggers, podcasters, service-based business owners, course creators, and YouTubers. Unsurprisingly, it also has a business blog that teaches people how to make a living online.

11. James Clear: An Authoritative Blog on Habits and Human Potential

James Clear states the central question driving his work is, How can we live better? This writer, entrepreneur, and travel photographer has been sharing his thoughts online for nearly a decade. His site is much more than just a small business blog. It includes posts on:

Creating better habits

Strengthening creative thinking

Increasing physical performance

Sustaining optimal health and lifelong learning

The core thesis is that any business in its formative stages will grow immeasurably if its owners improve these aspects of their personal lives, too.

Is Blogging Still a Good Business?

One of the most critical aspects of successful blogging is choosing the right niche. In a sea of content, standing out is essential, and this often comes down to finding a specific area where you can offer something unique. Focusing on a niche with an oversaturated target audience can make all the difference, whether it's a particular industry, hobby, or expertise.

Quality Content: The Foundation of Success

In the world of blogging, content is king. Your blog must offer the following:

High-quality

Valuable

Relevant content to attract and retain readers

This means writing well and providing information, insights, or entertainment that your audience can’t easily find elsewhere. Consistency is also crucial—regular updates keep your audience engaged and coming back for more. When your content is both high-quality and consistently published, it lays a solid foundation for a successful blog.

SEO and Marketing: Driving Traffic to Your Blog

Even the best content won’t succeed if no one sees it, which is where SEO (Search Engine Optimization) and marketing come into play. Understanding how to optimize your blog for search engines can increase your visibility, helping your posts reach a broader audience.

Promoting your blog through social media, email newsletters, and other marketing channels is essential to grow your readership. A well-executed SEO and marketing strategy can significantly boost your blog’s traffic, which is critical for success.

Monetization Strategies: Turning Content Into Revenue

Monetization is where blogging transforms from a hobby into a business. Multiple ways to generate income from a blog include:

Affiliate marketing

Sponsored posts

Selling digital products or services

Displaying ads

The key is diversifying your income streams to avoid relying too heavily on one method. By exploring different monetization strategies, you can create a sustainable revenue model that will support your blogging business over the long term.

Adaptation to Trends: Evolving With the Industry

The digital landscape constantly evolves, and successful bloggers must stay ahead of the curve. This means being aware of emerging trends in content creation and adapting your blog accordingly. For instance, the rise of video content and podcasts has opened new avenues for bloggers to connect with their audience.

Integrating these formats into your blog can help you reach new readers and keep your existing audience engaged. You can keep your blog relevant and competitive by staying flexible and open to new ideas.

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