How to Create a Successful Business Blog

social media how to Want to build a blog that benefits you and your business?

Do you need help managing your blog?

Whether you’re starting a new business blog or looking to revive an old one, there’s a lot to do.

You may even feel overwhelmed by all that’s involved. But don’t worry.

In this article you’ll find numerous resources and practical advice to help you through each stage of the blogging process.

Why Write a Business Blog?

A business blog helps you cement your position as an expert by giving you a platform to provide exceptional content (news, tips, trends) for your clients, potential clients and partners.

“A business blog is important because it is the optimal choice for your content marketing hub. In today’s content-driven world, while you may view yourself as a marketer, you’re really a publisher. You have to provide relevant content for your prospects, customers and the public, who spend over 10 hours a day consuming media.”—Joe Pulizzi, Content Marketing Institute

Here are 10 things you can do, along with a variety of resources you can use, to create and promote a successful business blog.

#1: Establish Blog Goals

A business blog is a long-term commitment—an investment of time, energy and effort. Before you start blogging, ask yourself these important questions:

  • Why am I starting a blog? 
  • What do I want to get out of it?
  • What do I want my audience to get out of it?

Your answers to these questions should prompt you to identify key business goals for your blog.

Here are some excellent resources to guide you in goal-setting:

Blog Goals: Why Do You Need Them?: “Blogging is a journey,” Heidi Cohen explains. Like going on a trip, you can’t just jump into blogging without knowing where you’re heading. This article explains why you need strategic business goals to guide your blog and it may help you answer some of the questions posed above.

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Learn how your blog can achieve specific goals from examples on HeidCohen.com.

How to Set Blogging Goals You Can Actually Achieve: Ginny Soskey at Shareaholic has great advice for both newbies and seasoned bloggers. No matter where you are in the process, you want to set blogging goals that are aggressive, yet realistic. This article will show you how to get it done.

#2: Identify Your Blog’s Purpose

Giving your blog a purpose is different from setting business goals. Goals are brand-centered, while purpose is reader-centered.

Ask yourself these questions:

  • Why should people visit my blog?
  • What makes this information so special to my audience?

The following articles should help you find clarity about your blog’s purpose.

Are We Misunderstanding the Purpose of a Blog?: For most people, a business blog is more about gaining exposure for their brand and less about making money. “Blogging and social media have never been the best ways to directly sell to others,” Mack Collier believes. “Sure, some people and companies can make it work, but some people can sell ice to Eskimos.” Collier has some excellent insights on how to determine the value and purpose of a blog.

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Find out what today’s business blogs are all about on MackCollier.com.

The Actual Purpose of Business Blogging Is Not What You Think: Tad Chef explains what blogging is not… and then goes on to explain what blogging is for—connecting, sharing and developing evangelists. This article is especially valuable because it debunks a lot of myths that business owners still believe about business blogging. This article is a must-read before blogging!

#3: Research Your Audience

The big “who” is so important when it comes to blogging. Who is your audience? In an ideal world, your blog reader should fit the same profile as your actual customer. In order to attract the ideal audience to your blog, you have to understand who they are and what they need. That way you can craft content that is both relevant and useful to your readers.

How to Define Your Target Audience the Right Way: “Can you please everyone all the time?” asks James T. Noble on Raventools.com. Of course not. And that’s why you have to know exactly whom you’re targeting and why. This article hits all of the key points pertaining to relevant audience discovery.

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Learn how to find out who your target audience is on RavenTools.com.

How to Build Better Buyer Personas to Drive Killer Content: In order to create killer blog content for your target audience, you need to know who your readers are. If you don’t have a detailed picture of your peeps, check out this post by Sarah Goliger of HubSpot. She shows you how to use your customers’ demographics, needs and behaviors to create buyer personas, which will help you focus your content.

#4: Decide Posting Frequency

Consistency is the heart of blogging. You need to set reader expectations and commit to a reasonable schedule. How much time are you willing to dedicate each week to creating valuable content on your blog? How many posts can you write or assign without spreading yourself too thin?

As the following articles will show, it’s not how often—but rather how regularly—you post.

How Often Should You Blog? (Hint: The Answer Might Surprise You): This post by Ali Luke, published on Problogger in 2012, remains timeless in its wisdom. If you’re starting or reigniting a business blog, this is a must-read. It will take away the pressure you may feel to blog every day, and offer alternatives for creating a blogging schedule that will work for you.

Why I Will Be Posting Less: “You have to be flexible with social media,” says Michael Hyatt (author of Platform: Get Noticed in a Noisy World), who applies this to blogging. Hyatt is incredibly persuasive in this article, where he explains why “less is more.” Find out why he thinks daily blogging may not be a good idea for everyone.

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Explore blogging frequency on MichaelHyatt.com.

#5: Identify Blog Writers

Many business blogs are written by more than one person, especially since many business blogs go with more of a magazine format. As part of your blog strategy, you need to decide on the primary and contributing writers… and where you will find them. You may even benefit from using guest bloggers.

Whether you plan to use existing talent within your organization or hire writers externally, these resources will help.

How to Find Great Content Writers for Your Website: You get what you pay for. Kristi Hines nails it with her priceless advice on paying for quality content. “You don’t want just any writer—you want someone who can write authoritative content for your industry,” she says. “This means that for many industries, you are going to have to bypass the $15 an article writers and look for people with a proven track record.”

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Find ways to connect with content writers on iacquire.com.

How to Hire Writers for Your Blog: Darren Rowse, founder and editor of Problogger, has excellent tips for hiring business blog writers. In fact, he outlines the entire five-step process, from placing the ad to making the final selection. This is great advice. But it’s probably more suitable for businesses with a big budget.

Bonus: How to Keep Bloggers Engaged: Writers are the soul of your blog. Once you find your writers, whether they’re paid or not, you must keep them motivated to ensure the longevity and success of your blog. Heidi Cohen knows that writing is hard work and that it takes motivation to continually produce new content. Don’t forget to recognize and appreciate your writers.

#6: Create an Editorial Calendar

Developing an editorial calendar is a strategic exercise that will significantly impact your business blog. The following resources explain what an editorial calendar is and how to create one.

[How to] Build a Successful Editorial Calendar for Your Blog: “An editorial calendar is a virtual to-do list,” says Angela Stringfellow on Unbounce. “It helps you be accountable to dates and concepts.” All bloggers should develop and maintain an editorial calendar to efficiently maintain their content strategy. This article is designed to help you work smarter.

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Explore options for editorial calendars on PushingSocial.com.

How to Build a Blog Editorial Calendar Even if You Don’t Know Where to Start: It’s important for a blog to have focus. Stan Smith of Pushing Social says an editorial or content calendar can keep you on-message and on-objective throughout the year. He has great tips for brainstorming and coming up with good article ideas to add to your content queue.

#7: Develop Your Blog’s Brand

Perception is everything! How your blog comes across to readers—design, colors, style, etc.—can make or break its chances of success.

These articles give insights into important elements you should be looking at for branding purposes.

6 Effective Tips to Brand Your Blog Like QuickSprout: Kartik Bohra shares brilliant tips about branding your blog and establishing yourself or your business as a key player in your space. Most of these tips have to do with appearance and user experience, so check to see if your blog is as user-friendly as possible.

3 Top Corporate Blogs to Inspire You: On JeffBullas.com, Matt Everard analyzes three amazing corporate blogs, sharing reasons for their success. When you are starting a blog, it’s helpful to look at what successful blogs are doing. Marriott, Virgin Atlantic and Instagram are all doing something right.

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Examine the successful elements of three blogs on JeffBullas.com.

#8: Write

As long as you write compelling and engaging content, your readers will keep coming back. Whether you’ve been writing for years or are starting for the first time, these resources will help you amp up your blogging skills.

How to Write a Blog Post: Although blogging for business isn’t a science, there are certain steps you can take to make sure your posts stand out. Rachel Sprung from HubSpot provides a simple formula for crafting each post you write. She even offers bonus ideas for more advanced bloggers.

31 Types of Content for Every Day of the Month: Amanda Galluci of iAcquire believes that there’s no need to repeat the same type of content over and over again. Don’t get stuck wondering what to post. Check out these 31 ideas that will keep your business blog fresh and interesting.

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Add one or all of these content post types from iacquire.com to your content mix.

#9: Market Your Blog

Even after you hit Publish on your business blog, there’s still a lot more work to do. Next, you’ll want to distribute and share it with as wide an audience as possible. Check out all of the ways you can share your content in the articles below.

35 Ways to Market Your Blog: Joe Pulizzi, founder of Content Marketing Institute, provides a useful list of 35 common and not-so-common methods of promoting your business blog. You’re probably doing most of these, but make sure you check out the list to find out what you might be missing.

5 Creative Ways to Drive More Traffic to Your Blog Posts: For more detailed concepts, check out Kimberly Reynolds‘ post on unique ways to drive traffic to your blog. Dubbler, Vine, SlideShare, Pinterest and Instagram can all be used to tease your content and get new readers.

#10: Measure Success

No matter what the topic, industry or purpose of your blog, you need to know whether your blog is being read and if your efforts are paying off. Here’s what you need to know to come up with a statistical measure of the things that are most relevant to your blogging goals.

How to Match 10 Key Success Metrics to Your Blogging Strategy: All business bloggers need to read this. Jay Baer of Convince & Convert explains the many measures you can use to gauge your blog’s success. Whether you’re blogging for traffic, conversion or community, Jay points out exactly what metrics you should be track.

Over to You

A blog can help you extend your reach, while giving you a platform to share your expertise. It’s a lot of work with substantial potential for reward. The most important step for starting a business blog… is to get started.

What do you think? Which of these blogging tips and tactics have worked well for you? What blogging advice do you have to add? Please share your tips and insights in the comments below.

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About the Author, Patricia Redsicker

Patricia Redsicker writes research reviews for Social Media Examiner. She is the Social Media Manager at US Pharmacopeia, a public standards setting organization. Follow her on Twitter at @predsicker. Other posts by »




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  • http://www.hqsocialmedia.com/ Houssem Daoud

    Great advice Patricia. I found that the first 3 steps are where many business blogs go wrong. They jump directly to tactical implementation and forget about the strategic part. Identifying goals, purpose and researching your audience. That’s the key to a successful business blog. Thanks Patricia!

  • David Prochaska

    Very actionable tips. Thanks so much for the advice! I agree with Houssem, a lot of individuals over look steps 1-3. Why are you even writing your blog in the first place and who are you writing to? A lot of people look like a deer in headlights when you ask them this question. I haven’t implemented the Editorial Plugin yet, but I have plans on it, most definitely.

  • http://entrebond.com Blake Schreckhise

    I am not just starting up my blog, but the advice on blogging frequency is gold. It is such a hard thing to decide sometimes. Thanks for the supporting articles as well!

  • predsicker

    Absolutely! Thanks for reading Blake.

  • predsicker

    I agree Houssem. The planning part is key because it creates the vision for everything else. I know the lines between goal and purpose often get blurred but it’s good to understand that there is a difference. I learned a lot too while putting this post together. Thanks for reading :)

  • predsicker

    Thanks for sharing your insights David. I don’t use an editorial plugin myself (I use Google Drive) but the point is to have a solid plan for what future content will look like. The only reason I’ve hesitated to add the plugin is because I’m afraid it may slow down the load-time of my site. I could always un-install it though ;)

  • http://www.pinprofitpro.com/blog Creative Business Coach

    This is a really great round-up of all the important things to consider Patricia. Doing any of these without the others will give better results, but with all the ideas put together it’s an absolutely winning formula which any blogger would be well-advised to implement. I would add one other aspect to the list – with the current huge trend for visual marketing (which I write about elsewhere) I’d say that adding a professional, relevant image to our blog post will encourage more sharing.

  • http://www.homesforsale-oklahoma.com/ Valerie McEvoy

    This is great advice. Particularly the links about frequency of blog posting and attracting outside writing help. Thanks!

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  • Kate Elfatah

    This is perfect! What an easy step by step process, especially for the small business owner. Great job.

  • http://entrebond.com Blake Schreckhise

    Thanks for writing an awesome post!

  • predsicker

    Thanks so much Kate! Glad to have your feedback :)

  • predsicker

    Thank you for reading Val!

  • predsicker

    You’re absolutely right about the power of blog images. Thank you for that additional tip :)

  • DavannaC

    Excellent overview article, Patricia. Bookmarked!

  • Amaia Arana

    What a rich and useful article. I am keeping it to re-read it and apply those valuable tips. Thanks

  • ggcats

    Good breakdown on creating blogs. I bookmarked it for re-reading and reading the links. I need something to “spur” me on and get back in the groove of writing.

  • http://www.sli.do/ Juraj Holub

    Great post Patricia! And a wonderful source of additional readings. Thank you!

  • http://socialnotz.com/ Kimberly Reynolds

    Thank you so much, Patricia, for mentioning my post. That was very kind of you! (Made my day!)

  • Jitendra Padmashali

    Nice article Predsicker, According to me a business blog for your website is not a waste of your time or website space. To help with content promotion, we created some easily sharable visual assets.

  • http://www.hqsocialmedia.com/ Houssem Daoud

    You’re welcome Patricia. Your posts are awesome!

  • Jasper

    Some very good points indeed. Though regarding #2, I think a blog is both reader- and brand-centred. Effective business writing, like any writing, makes a connection with a reader, and that is what a business’ brand sets out to do too.

  • http://www.christiankonline.com Christian Karasiewicz

    Good tips @predsicker:disqus. While I think all of these are important, #1 is where everyone needs to start. You can’t determine the posting frequency or identify bloggers until you know why you are blogging.

  • predsicker

    You’re welcome Kimberly – great stuff!

  • predsicker

    Absolutely right Christian. Thanks so much for reading :)

  • http://www.blogginglove.com/ Ravi Chahar

    As always it is necessary for a business blogger to concentrate on the content to be provided to readers. There should be many marketing strategies to be build for the promotion of the blog.

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  • http://www.shop.graciousstore.com/ Gracious Store

    These are very good points to use as a reflection when starting or managing your business blog. Well said and well written!

  • Barbara McKinney

    Great tips! Researching about your audience is the most eloquent part of the business. If there’s no customer then what’s your business for? Understanding what they need must be consider in the first place, you will lead on how consumers can solve their problem, your service and product must fit into it, think about the outcome before the income.Thanks!

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  • http://www.sharanyan.com Sharanyan Sharma

    This is really amazing insights for creative writing & promotions, Thank you for sharing such inspiring post Patricia :)







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