34. Five things you should do when writing a small business blog
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  • March 20, 2012
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A business blog is a place where your company employees can converse with existing and potential clients in their own unique voices. A company can demonstrate their collective knowledge and experience of the company and through these comments have a conversation with customers informally and openly. When writing a blog, think about the following:-



Good content needs to have a purpose whether to inspire, educate, inform, assist or entertain. It should engage the reader and provide something they can relate to. Fresh information is better than stale so even if you are writing about a topic that is timeless, it should be done in a way to make it new and exciting.



The headlines of your blog will the first and perhaps the only impression you make. Without a headline that converts a browser into a reader, the content of your blog may as well not even exist. A headline can grab someone’s attention, a great headline will entice the reader into the body of the text you have written. In essence, a headline should promise some kind of advantage or reward for the person reading it in trade for their valuable time to do so.


Keywords and Phrases

In order for your blog to get noticed by people other than those working for your company you need to maximise the potential for it to get noticed on the various search engines used by potential customers. It is important that you use the best and most unique keywords and phrases for your blog as they provide these search engines with a brief description of what your blog is about and the easier you make it for search engines the better chance your blog has of being noticed.


Writing Style

A blog is not an advert or flyer for your company. The other sections of your website should provide these bits of information, so try to sound like you are chatting to someone when writing your blog. Read your blog back to yourself before publishing, does what you have written invite your customers to initiate a response?



You need to ensure that your blog is updated regularly. Content should remain fresh but not overstretch your resources. At minimum you should set a time each week, however depending on your business requirements you may have a need to respond to or update on posts more frequently.

If you are interested in starting a blog to help your business or organisation and would like advice and guidance, please contact me on

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