The anatomy and physiology of a business blog has many things in common with any other blog. There are dozens of books and courses designed to teach the basic premise of how to write a business blog. Most, if not all have salient points and areas where they agree and disagree. After all, a blog is a blog is a blog, right? Possibly. It depends on a the purpose of the blog, the audience, the writing, the websites content and the information the blog is trying (or failing) to communicate.
In business, the basic purpose of a blog is twofold: to be found and to communicate. Initially, the first step on how to write a business blog is to place keywords within the text that fit the business and get found by search engines. Imagine you sell crates to banana growers. They're specialized and protect the fruit perfectly from the plantation to the stores. Although your target audience is banana growers, you're proud of your product so you fill the blog with the technical aspects of your product. Problem: Your blog may pull in more visitors interested in the wood, glues and fasteners used in your crates rather than banana farmers. The keyword balance in your blog was a bait that caught the wrong fish. The major part of how to write a business blog is to target the correct audience.
Tell Me Something -- Communication
Visitors that make it to your blog started their journey needing information. Your blog should be a reward for their quest. Stuffing fluff and keywords into your blog is not good. Once your visitor discovers an amalgam of senseless gibberish, your website is quickly determined as useless by the searcher. In a glance, they can discover there's nothing there of use for them. Bringing them there is one thing, keeping them is another. Your blog writing should have contain information that they're seeking. That becomes a payback for their effort. Once they find it, the writing should comfortable, friendly, engaging and offer the reader information. The way the information is presented should offer a clue to the fact that you are a trusted source of good, helpful facts. An additional step on how to write a business blog would be to offer additional information with a blog link to your homepage or contact page. Here, you can have a free offer, eBook or email offer that offers even more on what they were originally seeking. In exchange for their email information, you have just landed a great lead with a simple blog post.
The Blog As a Chemical Compound
Blogs are comprised of several components. Once created, each component compliments the whole. It should help those looking for you to find you. Once found, it rewards their search with what they sought. It is presented in a subtle and easy-to-read manner embodying trust and faith in the information you have presented. Leaving them anxious for more, other areas of your site will offer the visitor even more opportunities for the content they seek. Your business blog has just set off a chemical chain reaction. The more blogs you have, the fresher the information, the more engaging the writing, the more you get noticed. Getting the attention of the buying customer is what will drive your traffic. Blogs and quality content are key to driving the attention your business can't do without.
A study of over 1500 sites revealed some interesting information. Roughly half had blogs, the other half did not. The half that blogged showed a 55 percent higher visitor count than those who did not blog. The simple fact that your business has a blog increases traffic. Blogs that are well-written and presented take that 55 percent even higher by creating excitement and attention on your site. There is no trick on how to write a business blog -- there are dozens. Find a great blogging service for your site, give your blog six months and see if your site doesn't get more more attention, traffic and your business more sales. Blogging for business is here to stay.