How to write a blog for your business

Someone writing a Blog

Why Blogging Matters

How to write a blog for your business can be easy, and a crucial tool to connect with potential customers. Blogging, done right, can become a crucial means by which your business can elevate its brand awareness, allowing for substantial growth in online traffic and visibility.

Writing effective blog posts that can unlock this potential requires significant planning and expertise. Without considered and consistent content, your business will be left invisible to your potential customers’, limit your search engine visibility, and fracture your business’s relationship with prospective buyers.

To start engaging with your customers on your website, it is critical that your business blogs in the right way! So, let’s start by exploring what you could blog about.

What is a blog post? 

A blog post can be best understood as an informative entry published in the blog section of your company’s website. Posts published on a blog may share details on a product release, news piece, or industry-relevant topic. Some of the most popular formats for posts include guides, how-to’s, or informational essays on industry-related topics.

Posts that are interesting, relevant, and meaningful to your customers will drive the highest quality leads, enhancing search rankings, putting your business in front of your customers before anyone else. When done right, blog posts are one of the most impactful tools a business can use in capturing an audience online.

What makes a good blog post?

Producing effective blog posts is vital to realising the full potential of your business’ online engagement, therefore we must next consider the 5 primary components of a good blog post.

1 – Informative & Interesting:

A good blog post must be interesting for your audience to read whilst still providing relevant and educational content. In planning a blog post, you must ask yourself what your audience wants to know about and what may appeal to them. It is important to develop personas for your buyer. 

Creating a customer (or buyer) persona will enable your content to relate to the customer. Tailored content is the key to maintaining customer interest and trust in your brand. If you’re interested in gaining further insight in generating informative and interesting ideas for your blog post, visit the Identity Agency guide on ‘how to create content ideas for your blog’.

2 – Title & Topic:

Once the buyer personas have been identified, you can pick a topic for your blog post. Again, ensure that this topic is both relevant and interesting to your audience. This will drive high-quality leads to your website that are in line with your buyer personas. It is key to write a title or headline that briefly puts your topic into context, just make sure it will attract attention from the buyer personas.

Studies have shown that blogs with titles that are around 60 characters or less are more likely to gain traffic than those with longer headings. Also, a good blog post will almost always include an effective introductory paragraph describing how your information may add value to your customer. This will establish a level of trust in your brand and commit the customer to read on, clicking through to further blog posts, garnering greater traction for your website, and boosting its favourability in SEO.

3 – Sections & Spacing:

In the body of your blog post try, to the best of your ability, to break up sub-topics into different sections. This will make your content appear more digestible to a reader. Also, interestingly, it has been shown that spacing between lines and words can create room for your reader to focus, leaving large chunks of text appearing less daunting and more readable.

Laptop Displaying Google analytics

4 – SEO:

A fundamental component of any good blog post is search engine optimization. This involves including specific keywords and search terms in your blog. These can consist of commonly asked questions or phrases injected into your post. Creating internal links between your website’s pages will also improve your website’s traction and discoverability. Meta descriptions can provide potential readers and customers with brief allusions to the content of your blog post. Whilst meta descriptions do not improve search engine visibility they will certainly contribute to cultivating interest in a prospective buyer. Further optimizations to your website can be made through

Choosing a visually interesting image for your post will immediately uplift the quality of your blog post, encouraging further engagement in your blog and deeper into your website. However, there are a number of guidelines you should follow when selecting the perfect image for your blog. Firstly you must be sure that you have the right to use an image. Not all images on the web are fair game, some may have legal protections and copyrights against use on your blog. 

Violating image copyrights can cost your business a lot of money. The safest bet you can take when selecting the ideal image is to use a website that distributes images that are free to use on your blog post. Some of the more popular outlets for free stock images (we even used these for this blog) include Unsplash and Pexels. The Identity Agency offers a collection of free stock images of Lincoln on our website, for if you are ever focusing your blog post specifically on something with a Lincoln theme! 

Once you have found an image that is free of copyright protection, the next step is to ascertain whether it is relevant to the content or title of your blog post. Images that are irrelevant leave your blog post looking unprofessional, limiting click-throughs and traffic to other parts of your website. Another variable to consider is the quality of the image. Is it a low resolution? If so this can, again, lead to your blog appearing unprofessional to visitors. 

The sweet spot with images on blogs is generally anything less than 100kb in size, because large images increase page loading times. Google absolutely hates this! JPG or JPEG are still arguably the best file type for your images because they can be relatively light whilst still maintaining a high-quality appearence.

You must also consider how your images will appear on both mobile and desktop versions of your website. The quality of your blogs mobile optimisation is highly impactful in determining your blog’s visibility on the web.

laptop displaying Pexels

What to remember

So, before putting your next blog post together remember these 5 guidelines:

  • Keep your blog informative, interesting and relevant to your target audience.
  • Make certain that your title is exciting and the topic you’ve chosen to discuss is appropriate for your intended reader.
  • Dividing and structuring your blog post is essential to maintaining reader engagement. Remember to develop a strong and valuable introduction that lets the reader know how they will benefit from your content.
  • Search engine optimisation is crucial in maximising traction for your website. Always incorporate keywords and phrases relevant to your blog post, alt-text with images and meta descriptions under your search result.
  • Images that are both visually appealing and of relevance to your blog post will go a long way to securing readers and valuable traction.
How to create content ideas

Book a free one-to-one appointment with an Identity Agency consultant by getting in touch. Just let us know a time, and a member of the team will be in touch with you very soon!

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