Blogging feels like it's been around forever. The real question—is blogging worth it even today? When done right, it can be your business's most effective way of talking to your audience. Don't believe us? Here are five points to convince you otherwise that a blog for business is worth every penny!
Table of contents
What is business blogging?
A business blog is a marketing strategy tons of companies use to make themselves more visible online. A company blog usually has posts that show off a business’ products and services.
From time to time, you’ll see that business blogs even have pieces that show off their expertise in the industry, such as whitepapers, category reports, and other similar entries!
A prime example of a business blogging is our very own blog section at Ape-X:
How is a blog for business different from a regular blog?
It’s easy to compare and find similarities between a business and personal blog. Why? To be honest, they’re not entirely different.
There are, however, two key differences between a personal and company blog:
- Most, if not all, personal blogs are done out of a hobby. Business blogs, on the other hand, aren’t. They have a specific purpose in a company’s marketing strategy.
- Personal bloggers make an entire living out of writing their blog posts. Companies, on the other hand, don’t rely solely on their business blog to rake in the sales. Businesses often use blogs for another reason—website traffic.
Why is a blog for business worth it?
Here are the reasons why a blog for business is is totally worth it especially in 2020:
Readers Trust Blogs
According to Evercoch, 81% of online customers trust the information they read from blogs.
Here's why—with a blog, you can establish your brand's voice and use it to talk to your audience directly.
You can show how much you know about your audience through blogging, too!
Each entry can talk about a specific concern your audience is troubled by. You can even take it up a notch by providing helpful tips and solutions.
Being able to talk about and address your readers' concerns gives them the impression that you're actually listening to them.
Plus, blogs are a great way to show the more human side of your business. Showing your business's human side helps you gain your audience's trust.
Already have a blog and feel that it’s not as in-tune with the Australian audience as it should be?
Consider having your blog reviewed by professional blog writing services in Australia. Like ours. ;) Their Brisbane blog writers can help you adjust your tone and voice to the one that is more native to the current market.
Blogs Let You Rank for Keywords
Writing blogs also helps you rank better for SEO long-tail keywords.
DEFINITION: Long-tail keywords are search engine phrases that have more wore words in them. Long-tail keywords typically have at least three words in them.
So, why would you want to use long-tail keywords in your blogs?
For starters, Google recently changed its search engine optimisation (SEO) algorithm to favour long-tail keywords.
Ranking higher on Google helps your readers find your content more accessible.
It's also much easier to incorporate long-tail keywords in blog articles than any other type of web content.
Because informative blog entries require more length, you have more opportunities to include those long-tailed keywords into your content naturally.
Perhaps the most significant benefit of using blogs to rank for long-tailed keywords is how it aligns with the way readers search for information or Search Intent.
DEFINITION: Search intent is the reason behind a person's search query.
Nowadays, people don't just type a few words into the search engine and hit enter.
They actually write long phrases like, "how to write a better blog" or "what are the benefits of blogging" instead of "better blog" or "blogging benefits".
When you use long-tailed keywords for your blogs, you'll be able to increase your website traffic and ranking, and get your website to page 1 of Google organically so that your audience can easily find you online.
Need help optimising your blog for search engines?
Blogs Update Your Website Content
Most company websites don't change much as soon as they're up.
Save for the occasional update on your office address (if you moved or added a satellite office) and contact details, your website's core pages stay as they are.
The beauty of blogging for your business is when you publish regularly, your website gets updated with fresh content.
Updating your website with fresh content gives your readers something to look forward to. Plus, you can add internal links to your most recent blog entries to help keep your readers on your website.
If you’re eager to know how to improve your search engine ranking on Google, blogging is the answer. Google de-prioritises websites that are inactive for six months, so writing blog entries at least once a month can impact your ranking online.
TIP: Don’t have the time to keep your blog updated? Consider hiring a blog post writing service to help you make the most out of your blog!
Blogs Drive Website Traffic
When done right, your blog can help drive sizeable traffic towards your webpage.
Just how much? According to HubSpot, companies that use a blog for business rake in 55% more traffic than those that don't!
The key is to write about what your audience is searching as thoroughly as you can.
Writing an informative blog entry can serve as your reader's stepping-stone into your website. So, make sure to use keywords your audience is searching for so they can find your blog entries right away.
TIP: It's important to talk to reputable SEO blog writing services about how best you can optimise your blog for search engines. Remember—content, no matter how valuable, is a complete waste if it doesn't get found by your readers.
Blogs Attract Inbound Links
As you continue to establish topic authority with your blog, other sites will view your site as an opinion leader, too.
In doing so, you'll be able to attract these other pages to link back to your own.
This is a strategy known as inbound link-building. HubSpot's study on business blogging showed that having a blog for business can generate almost 97% more inbound links to your site!
Not only does a strong inbound links network bring more traffic to your site. It also helps build your site's credibility and increases your ranking in search engines.
When building a robust inbound link network, the key is to prioritise quality over quantity. When your blog content resonates with your readers, your chances of attracting inbound links go up as well.
How do I make my business blog read-worthy?
Making your business blog read-worthy doesn’t happen overnight. It requires a lot of practice, and sometimes, even trial and error! But we’ve listed 7 tips you can use to turn up the volume on your company blog posts.
1. Get to the Point
Your blog shouldn’t beat around the bush. Get rid of the fluffy phrases and extra words when you’re writing your blog!
Keep things simple and straight to the point. Concise writing helps your readers browse through your content easily. Trust us, your readers will thank you!
Here are some tips on how you can write better blogs for business by keeping things concise:
- Write in the active voice. “John wrote an essay.” conveys the same idea and has fewer words than “The essay was written by John.”
- If a sentence still makes sense without a word, get rid of that word.
- Watch your adjectives! When your sentence has more than one word ending in -ly, it’s best to delete a few of them.
2. Take It One Idea at a Time
Next time you’re writing a blog for business, take a closer look at your sentences. Do the sentences cover only one idea each?
If they do, great! If they don’t, try splitting them up. Complex sentences loaded with too many ideas tend to turn readers off.
Remember, your readers are looking for quick and easy answers. Simple sentences give your readers just that.
Loaded sentences have the opposite effect. Yes, they make you sound smart, but your readers won’t be able to follow you.
Can’t tell if your sentences are clear and simple? Paste your drafts on these apps to check:
Take a look at how the Hemingway Editor spots complex sentences:
See how it highlights those sentences as yellow? It's the app's way of telling you to simplify the sentence.
Fixing these can be as simple as this:
3. Mix up Your Sentence Lengths
To write a better blog, take a page from American writer and author Gary Provost:
See what he did there?
While we emphasised earlier to keep your sentences concise, it’s also a good idea to mix it up sometimes.
Provost played with his sentence lengths, which made for more engaging content
Just because your readers are looking for quick answers doesn’t mean they don’t want to be entertained.
Make your blog a good read with the right mix of short and long sentences, too!
TIP: If you're having a tough time beefing up your blog content, consider hiring a professional blog post writing service to help you!
4. Get Rid of Clichés
Clichés belong in the plotlines of sappy romcoms and dated horror movies. They have no place in your blog post. Period.
Not a lot of good comes from adding clichés to your writing. For one, peppering your blog with clichés bogs down your post’s originality.
Because clichés are so overused, they’ve lost their meaning and impact. All they really do is add unnecessary word count to your post.
Remember, to write a better blog, you have to let go of those clichés.
TIP: To test if what you’ll be writing is a cliché, ask yourself if you’ve heard it before. If it’s a yes, rewrite your idea. You can also use this Cliché Finder tool to double-check your work.
5. Don’t Get Too Attached
It’s hard not to fall in love with your writing.
How can you not? You spent so much time and effort on the piece only to scrap huge chunks of it afterwards. That hurts.
Sometimes, it’s better to let things go.
If your sentences and paragraphs don’t give your reader new information, strike those parts out.
It takes courage to delete things from your draft. But once you get used to doing it, you’ll become a better business blog writer.
6. Get Inspired
Have you ever been inspired by a piece of content you saw on say Facebook?
It could be anything! Did the headline of the article your friend shared catch your eye? Or was the caption on a post incredibly witty?
When you see things online that inspire you, it’s best to make a copy and save them in a swipe file.
DEFINITION: A swipe file is a digital collection of pieces that inspire you. It could be a list of links, images, or screencaps of the actual content.
Go back to your swipe file next time you’ve run out of ideas for your next blog. But be careful—there’s a fine line between taking inspiration and plagiarising work.
Make sure to add your own twist to keep your content original and write a better blog for business!
7. Take a Breath!
As soon as you’ve written your draft, save it and walk away.
Editing your work right after writing it clouds your judgement. That’s because you’re still thinking of the ideas you wrote down.
Taking a break freshens your mind and opens you up to better ideas. Editing with fresh eyes leads to a more polished piece of content.
Writing a compelling blog takes practice. With these seven tips, you’ll be able to write a better blog for business that your audience will want to read. Get inspired and start writing your first blog post for your business today!
Are there tools I can use to kick-start writing my business blog?
Combine the tips above with these tools, and you should be able to kick-start your business blog writing!
Ubersuggest by Neil Patel
PURPOSE: To find keywords that'll help you improve your blog's search rankings
Ubersuggest by Neil Patel is a free tool that'll help you generate a list of keywords relevant to your blog's niche. You can use these keywords in two ways:
- Use them as topics for your next blog posts
- Add them to your drafts to improve your search rankings
Today, optimising your blog post writing for search engines is essential. Your content strategy isn't effective when the people you write for won't be able to see your content.
Using Ubersuggest to find keywords your readers are searching for might just give you the advantage you need to one-up your competitors.
TIP: If you're not confident about your keyword research skills just yet, consider talking to an SEO blog writing services agency to help you!
Hubspot Blog Topic Generator
PURPOSE: To get a week's worth of blog ideas
Nothing holds you back from writing a blog quite like the dreaded writer's block. We've all been there before—staring at a blank screen with the cursor still and blinking.
It helps to have a little bit of inspiration each time you get started on blog post writing. With Hubspot's Blog Topic Generator, you'll get a list of article ideas you can write about that'll cover you for at least one week.
The tool will have you key in at most five nouns closely related to what you want to write about.
As soon as you hit the "Give Me Blog Ideas" button, you'll get five suggested blog article titles to start with.
TIP: Instead of typing random nouns into the tool, type the keywords you want your website to rank for. This way, not only will you be able to generate a week's worth of topics that fit seamlessly into your content plan—you'll also give your articles a better chance of ranking on search engines.
PURPOSE: To write your outline and a first draft
Google Docs is a cloud-based writing platform that offers you the most straightforward way of writing and formatting your blog entries.
Straight off the bat, you can use the modern blog article writing formatting with Google Docs' headings feature.
The feature lets you make titles (H1), subtitles, and subheadings (H2, H3, and H4) throughout your draft, so your article looks skimmable and easy to read once it's been entirely written.
This formatting also transfers to most Content Management Systems (CMS) where you publish your blog, which saves you time from formatting it again later.
Google Docs also has word count and spell check features, so you can monitor your draft's length and keep grammatical errors at bay.
There's even a nifty voice typing feature that lets you speak into a microphone, and Google Docs will type out your words for you.
Perhaps one of the most significant advantages of blog post writing with Google Docs is its auto-save feature.
Since it's a cloud-based tool, you won't have to worry about hitting the save button every time. As long as you're connected to a stable internet connection, Google Docs will record any changes as you compose your draft.
PURPOSE: To tighten up your draft and eliminate grammar and spelling errors
Nothing hurts your website's authority more than grammatical errors on any of your website's copy—whether it be on an article, blog post, or blurb.
Running your article drafts through Grammarly can help you spot and correct these errors, saving you the humiliation of having to hear about it from one of your readers.
The feature to look out for when editing your work on Grammarly is its Readability Score. It's a number that tells you how readable your blog entry is. Think of it as Grammarly's version of the Flesch Reading Ease Score.
Grammarly's Readability Score ranges from 0 to 100. The closer your draft's score is to 100, the easier it is to read.
When running your piece through Grammarly, aim for a Readability Score that's at least 60. This way, you'll know that what you're writing can be easily read by an 8th grader or 13-year-old, which is reasonably easy for any adult reader to follow!
If your drafts score lower than 60, try splitting those lengthy sentences or using simpler words. Grammarly will spot these sections for you, so all you have to do is accept the tool's suggestions or make the changes yourself.
TIP: No tool can completely substitute personally checking your work for grammatical or spelling errors. After running your drafts through Grammarly, read through your draft one more time before posting it on your website.
PURPOSE: To add stunning, free stock images to your blog post
Blog post writing isn't as easy as it was back when it started.
Nowadays, writing relevant content isn't enough to get readers to stay on your blog page. You have to assume that your readers are easily intimidated by massive walls of text.
Even if you try your hardest to break up long paragraphs and keep your sentences concise, today's readers scare easily. They won't stay long when your content is presented blandly.
So, as a business blog writer, you need to find other ways of making your blog post writing look a bit more exciting.
What you can do is make your blog posts more engaging by adding relevant pictures to them.
Be warned—adding images to your blog posts means you'll encounter another problem.
Let's face it—you're an entrepreneur slash blog writer and not a graphic designer or photographer. Designing a relevant graphic or snapping a beautiful picture won't be as easy for you.
This is where Pixabay comes in handy. It's a search engine for great royalty-free stock images you can use on your blog (without fear of getting sued by images' owners).
You can download high-definition images on Pixabay's database in a variety of orientations (landscape or portrait) and sizes (from 640 x 360 to 1920 x 1080).
According to Pixabay, you're free to download and edit images you get from them without needing to attribute the image's rights to the photographer that shot them.
The only things you're not allowed with Pixabay-licenced photos are:
- Sell them
- Use them to taint people's reputation
- Manipulate them to so you can mislead audiences about identifiable brands
TIP: Be selective when choosing which pictures and how many you'll put in your blog. Don't go overboard! Every white space between paragraphs doesn't need an image or graphic.
CoSchedule Headline Analyzer
PURPOSE: To craft click-worthy blog titles
Crafting a click-worthy title is an essential part of blog post writing.
The truth is that titles often determine whether your blog gets read or not.
In fact, Moz found that only 80% of readers never make it past the headline, which means only 2 out of 10 people who read your post title will actually read the blog.
If the title can't hook in your reader, you can be assured that they're not gonna make it past your article's first sentence.
Trust us, you don't want to waste all that effort writing a relevant blog entry only to be dismissed by readers because the title isn't catchy.
Before settling on a title for your draft, run it through CoSchedule's Headline Analyzer. The tool will give your headline a score based on these factors:
- Shareability on social media
- Clickability on search
- SEO value
CoSchedule's Headline Analyzer also gives you feedback on your proposed title's sentiment—whether it'll evoke a positive or negative response from your readers.
As you might have guessed, it's better to have a title with a positive sentiment. So, try refining your title if the tool thinks what you wrote is a little bit on the neutral side (more so if it's negative).
TIP: Draft and test out at least five article titles on the CoSchedule Title Analyzer. This way, you get to maximise your options and find the best, hook-worthy titles that'll reel your readers in.
Moz Title Tag Checker
PURPOSE: To come up with an article title of ideal length
As its name implies, the Moz Title Tag Checker helps you see how your article title (H1) will look on search engines.
Question is, why is there a need to see how my post's title appears on search engines?
To tell you the truth, search engines like Google don't have a title character limit. In fact, you can write a really long paragraph for a title!
The catch is when your title has more than 60 characters, Google will cut it. Take a look at what the original title for this blog post first looked like on Moz:
See how the tool cut off the title and replaced the last few words with an ellipsis (...)? That's because Google will only display the first 50–60 characters of your title.
A cut-off title won't be easy for your customers to read.
Running your title through the Moz Title Tag Checker will let you visually inspect how your title will appear as a Google search result. If it's too long, you'll see where the title cuts off and make the necessary adjustments.
For example, we took out a few words from the initial title, and here's what it looks like on the Moz Title Tag Checker:
TIP: Keep the keyword in your title at the beginning of the title. This way, the keyword stays intact even if Google truncates it. Doing so also improves your website's SEO ranking.
So, is a blog for business really worth it? It most definitely is! Blogging, unlike any other online platform, is the best way to show your business's human side to your readers. Your blog content helps build and keep your readers' trust, making the platform a formidable part of your content marketing strategy.
As a business owner, log writing might not come naturally to you. But that’s okay! Thing is, writing a compelling business blog takes practice. But now that you know the tips and tools we’ve listed above, you’ll be on your way to writing a better blog for business that your audience will want to read. Get inspired and start writing your first blog post for your business today!
Looking to get help from experienced blog writing services in Australia? That’s Ape-X! Contact us today so we can talk about adding some oomph to your blog for business.