What is a business blog? (With definition, uses and tips)

Updated 21 August 2023

Image description

A man sits typing on a laptop next to a list entitled, "Best business blogging practices" that includes these items:

  • A captivating headline

  • Include images

  • Use your story when appropriate

  • Be purposeful and consistent.

Business blogging is a way to build trust with consumers. It can be an especially valuable resource for businesses that are selling a product or service online, as it connects the company's expertise with the offering on the website. When starting a new business, or when working in marketing, you can use a blog to convince potential customers to make a purchase. In this article, we answer the question ‘What is a business blog?', explore the benefits of having one, how to start business blogging and the type of content and structure to use.

What is a business blog?

In answer to the question ‘What is a business blog?', it's one way to offer customers advice and information about a company's products and goals while also establishing yourself as an expert in the field. A business blog is a platform for content marketing where you can publish articles, news and information about a company's products and services. The goal of this is to build a relationship with consumers so they view the business positively.

Related: What is a content marketing role? (Plus tasks and careers)

What are the benefits of starting a business blog?

There are many benefits of starting a business blog. These include:

Generating leads

When people are researching a company, they might read a blog post to learn more about the organisation before making a purchase. A business blog is a powerful tool that can increase the number of people who have access to a brand. It helps you reach out to potential customers through your content and allows you to persuade your readers to become actual customers.

Improving SEO rankings and site traffic

Blogs can be a valuable addition to your website, as they show that you have current knowledge about your field. When you place a blog is within your site, it can help you rank better in search engines and increase your site traffic. This is because search engines think your site changes as you update your blog with articles that contain relevant keywords, which makes your site more attractive to web crawlers.

You can then use the same keywords that users searched for within your blog content. This helps you optimise your blog and site for search engines so that potential customers can find you. Having interesting content that's frequently updated can help you move up in the search engine results. This is where blogs are useful because they provide valuable information for visitors who might find the topic that the blog discusses of interest. They also provide additional pages for search engines to review.

Highlighting you as an expert

Business blogs are an excellent way for you to establish yourself as a thought leader in your industry and an expert in your niche when you write about the topics that interest or concern your audience and share your knowledge or experience on those topics. Because the information you're giving relates to the website of the product or service mentioned in the blog, it can automatically establish the company as an expert in the field. It can also increase the consumer's trust in your offer and might lead them to make a purchase.

Related: 7 content strategist skills you need to succeed at work

Reaching a wider audience

There are many ways you can use a blog to promote a product or service. Once you establish your blog, one of the most common ways to gain more exposure is by guest blogging on other sites in your niche. This strategy is effective because it allows you to reach out to other audiences and bring them to your website. It also allows you to develop relationships with other influencers within the industry besides yourself.

Building trust

Business blogs help businesses establish their reputation online. When a consumer visits and clicks on the blog, and they notice that your content is new and relevant, it helps them perceive the business as a responsive one that can provide consumers with a positive experience. There are several types of blog posts that you can write that can also help build trust:

  • Sharing case studies: These can build trust by sharing the proven benefits of your product niche.

  • Providing expert advice: Blogging can build trust and authority in your industry by allowing you to share your expertise and opinions.

  • Giving tips: Blogs are an effective way to reach out to people who may want to use your products or services but don't know how or where to start. This is one reason to give tips on your blog, which can help establish yourself as an authority.

  • Other publishing: Business blogs allow businesses to publish press releases and scientific articles, alongside casual blog content. Scientific content adds to the level of trust that consumers have in a brand.

Creating a cost-effective marketing strategy

Blogs are a popular marketing tool for many small and medium-sized businesses. You can usually start a blog for free and often without any technical skills. It's effective to use social media and email marketing to market your blog post, both of which cost very little. Blog posts that are well written, posted regularly and offer valuable content, can produce a return on their investment in the form of increased sales. In time, your blog can also earn revenue through monetisation strategies, such as sponsored content and advertising.

Establishing personal branding

Business blogs offer a platform for you to establish the branding of the business. A personal brand is a collection of personal qualities, skills and values that represent the business owner. These qualities are the things that make them unique and valuable. Personal branding is important because it builds trust and business blogs are an effective way for businesses to establish their style and personality and create brand awareness.

Related: How to become a content manager: 7 steps to get the job

How to start business blogging

If you're looking to generate successful blog posts for a business, here are some for you to get started:

1. Create a captivating headline

Having a good headline is key to a successful blog post and can determine whether people click on your content and read it. Using personal pronouns in the title of your blog posts makes it clear that you're speaking to the audience personally while using action verbs can make your post more interesting. One way of creating a captivating headline is to use an online headline analysing tool.

2. Use your personal story

A personal story can provide valuable insight into a business or brand. It can also help you connect with your audience on a deeper level. Personal stories help companies show their humanity and transparency to the public while being relatable and interesting at the same time.

3. Include images with your text

Images are often an effective way to break up text in posts. They can be an important form of information that can help your readers remember key points or they can provide examples, depending on the topic of the text. Some style guides recommend using images with text to give your post a more human feel. If you're finding it challenging to locate suitable images, you can choose an image that's indirectly tied to what you're saying, as long as it's interesting.

4. Focus the business blog on what people care about

Good business blogs focus on what their audience cares about. It's important to maintain a good relationship with your audience and conduct research to find out what interests them. Determine what problems they regularly face and try to offer solutions. This can help you generate more traffic for your blog. One way to keep your blog interesting is by asking your readers to complete a survey and then using this feedback to focus on the customers' needs.

5. Be consistent with your blogging

A blog is a powerful platform that enables businesses to tell their story, connect with their customers and generate conversations around their products. This can work well when you're consistent with your posts in terms of quality and quantity. In general, businesses have at least one blog post published a week to keep their readers engaged.

Tips for creating effective business blog posts

Creating a blog doesn't require any specific expertise. The most important point is to ensure the content is insightful. Sometimes, it's best if you create your own content instead of hiring someone to do it. This is because you're the one who's passionate about what the business is offering.

Make sure you clarify what the purpose of the blog post is, the story you want to tell and why people might want to hear it. Then, create an outline that includes those three things. When drafting your blog post, use simple sentences and bullet points. After that, write your first paragraph by focusing on what you want the reader to know right away and without providing too many details yet. You can then provide more detail later in the post.

Related: 12 creative business blog ideas you can use

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