A notebook and laptop together.

Blogs are a cheap, yet effective way of creating content for your business. It allows your business to highlight specific elements of your service or product. However, you will need to do some planning to create a suitable blog. 

Why create a blog for your business? 

Ask yourself – what is the goal of the blog? Are you promoting a service you offer or showcasing your work? Are you aiming to educating your audience or engage with them? By answering these questions, you can plan out what your blog aims to do and where it may end up in the future. 

What should your business blog about?  

You should plan what your blog will be about. You need to know your company’s services and your audience well. By including the proper keywords in your blogs, search engines will direct visitors to your website.  

For example, instead of “commercial marine marketing” try “commercial marine marketing on the West of Ireland”. 

When should the blogs be published?  

You don’t need to spend large amounts of time writing a blog, which is why it is such a popular way to create content. However, you will need to dedicate enough time to it to regularly publish new blogs. You should plan time every week or so to collect ideas of what to blog about to try and prevent “writer’s blog”. As for when to publish new blogs, weekly and bi-weekly blogs are suitable for smaller blogs with one or two authors. Daily posts are effective only if you have a dedicated writing team or have a product or service that allows for frequent blogs. 

Who should the blog be for? 

The target audience for your blog might be the same as your company’s target audience. However, you should consider if blogs are actually relevant to them. Would a blog allow you to grow your audience and promote your service or product? 

If a blog would be suitable, you should consider how you will reach your target audience. While some clients may be long-time customers, others may be new to your industry. Make sure your blogs are accessible to everyone and not oversaturated with technical jargon. 

How should a business blog be written? 

You will need to plan the style of your blogs. Blogs are supposed to be informal, yet informative. Your blogs can show the human side of your company, while also engaging customers. 

Consider the length of your blog posts. Readers today prefer short, bite-sized chunks of information. If a blog is too long, it could scare someone from even attempting to read it. Keep your blog concise and to the point. 

References can be included with hyperlinks. If the reader is interested in the topic, they can use this to read more without having to host the information on your website. For informative and factual blogs, you should research other sources. Search for studies, papers, statistics or infographics. This can be included as a reference. 

Decide how will you promote your blog. When linking to your blog, use a SEO tool such as Ahrefs to see where your traffic is coming from. 

Select appropriate multimedia content for your topic to help promote your blog.