How To Write A Business Blog
Updated: Oct 10, 2021
The rules for writing engaging copy are the same - whether you're writing for a B2B business or B2C. Essentially, ask yourself: what does your audience really want or need to know? What is useful, interesting or relevant? Then finding the right time and topical moment to share.
"But when you're staring at a blank space - it's hard to start writing and can feel really overwhelming"
The good news is that there are a few simple rules to follow that will make your content marketing copy fun to write, enticing to read and potentially award winning!
I've been writing copy for 20+ years and most recently, I've been writing blogs for a wide variety of B2B and B2C businesses from wellbeing and mental health to SaaS startups & software. I've learned that content that's received the best engagement and views has followed these rules.
Create a style that's conversational and not too formal or technically dry. Even deep tech content can benefit from a lighter approach. Always start with the mindset -'what do my readers want to know' balanced with 'what do I need to share?' And how can I make it interesting enough to read.
Scope out the content first in a super scrappy way. That way you won't get paralysed with thinking about structure. Write 5 individual main points you want to convey. That will help you avoid repetition and also ensure you have enough to share that's interesting and informative to read!
Integrating content from other experts is a great way to expand the reach of your content - particularly if you write an article for Linkedin or package the highlights of the piece in your social media by tagging in others. When sharing content on Linkedin, tagging in other business leaders who have contributed to the topic in other news pieces or blogs is a smart way to widen share-ability.
Often the timing of your content is as valuable as the content. Is there something that may affect your customers or industry in the future? Have you got something valuable to say or share in this conversation? 'How To' blog articles do really well - particularly when tackling topical issues. Check out https://app.buzzsumo.com/home to help find trending topics that are currently or are expected to engage your customers.
I generally find content length of a minimum of 800+ words is key for authority & engagement but the rule of thumb for SEO is that blog posts should be approximately 2,100 words+ to optimise visibility. (more of this topic in a follow up blog).
Maintain a balance between using relevant keywords but not over stuffing keywords which Google does not like! A good mix of keywords in your headers and metatags will help people find your content. Use Google Console to find the keywords relevant for your industry.
Second Set of Eyes
When you're in forest - its hard to see all the trees! Reach out to a trusted colleague to preview your blog and be open to suggested change or comment. Its always incredibly helpful to hear thoughts and observations from others. Don't be offended though! Sometimes it's just not possible to see all of these views yourself.
Plan a calendar
Don't make this blog piece a one off. Google loves blog content that will help people find the products, services or resources they need. So rich informative content will enhance better search results.
Use your Google analytics platform to figure out which of your website blogs received the most amount of views and engagement. This will help you plan better for the future.
Here's an example of blog content that performed well for search and engagement: