Oh dear. You’ve decided blogging is a great way to be more visible online and get more customers, but there’s just the small matter of question buzzing round your brain: how to write a blog for your company as a total and utter beginner?
Writing a blog for your business might sound a tad daunting, but it’s one of the most effective ways to connect with your audience and grow your brand.
And trust me, you CAN do it.
(BTW – if you’re in the dark, learn what a blog actually is and how it works).
So, whether you’re starting from scratch or suffering from writer’s block, my simple business blog writing guide will come to your rescue.
Let’s write a blog post!
1. Create content that interests and adds values to your audience
Before you type even a single word, you need to ask yourself:
- Who am I writing this for?
- What problems can I solve for them?
- What do they want to learn or feel inspired by?
Otherwise, this entire exercise is going to be pretty pointless.
Say, for example, you make candles for a living – you could write about the best scents for relaxation, while an interior designer could share tips on creating cosy areas in small spaces. Picture a real customer and think about what would interest, engage, or entertain that person before you start a blog post.
2. Choosing the right topic (with basic keyword research)
Doing basic keyword research to find relevant topics can be as simple as going onto Google, Pinterest, TikTok or YouTube and typing “vegan candles” or “silver necklaces” and looking at the suggested searches for inspiration.
Don’t overcomplicate it – go for a topic you’re already familiar with and make sure it tracks with your own customers, based on common questions they ask you.
Some examples of simple blog topics for creative businesses:
- 5 Easy Ways To Style A Statement Silver Necklace
- How To Care For Handmade Furniture
- The Health Benefits Of Soy Candles
- Quick Hack To Upgrade Your Home Office On A Budget
3. Plan your blog content
Often, I find it hardest to start with a blank screen, so I’ll get some headers onto the page first then come back and fill in the sections later.
You could break your blog into bitesized sections like:
- Title: Pick something eyecatching with 6-10 words (odd numbers work well!)
- Introduction: Hook your reader in and explain why the topic matters and what you’re going to cover in the blog post.
- Headers: Choose a handful of questions you’re going to answer in your blog and make them headers for individual sections.
- Conclusion: Summarise your points and include a call-to-action (e.g. “explore the collection” or “sign up for the newsletter”).
AI tools like ChatGPT are great for blog planning – make sure you write a detailed prompt about your topic, style, and audience, then use its suggestions to personalise your blog content and make it relevant to your company and your customers.
Whatever you do, do NOT copy and paste an entire blog from ChatGPT – Google won’t like it, and neither will your readers.
Remember: AI is a tool for you to use, not a substitute for your unique voice and expertise.
4. Make your content sound like you (or your brand)
Keep your blog conversational and approachable – I like to do this by imagining yourself sitting down in a coffee shop with one dream customer and explaining this topic to them in person.
Avoid jargon unless your audience expects it, and focus on making your ideas easy to understand.
Short words are generally better than long ones, unless that’s your particular style and your audience enjoys it.
Most importantly: be yourself. If you’d normally talk to customers in a humorous way, write your blog in that way – this will ensure consistency across your communication, which encourages brand recognition and loyalty.
Tip: if you’re tasked with writing a blog post for a larger company, they may already have a company tone of voice document to help you nail the brand style and personality in your writing. If not, you could create a simple one of your own for future use.
5. Add some visual appeal to your business blog
I hate to break it to you, but most of us (including you, I highly suspect) are skim readers. And to write for skim readers, we need to add visual appeal.
So, think about how to incorporate:
- Headings and subheadings.
- Bullet points or numbered lists.
- Images or infographics to break up text.
- Quotations and statistics (always crediting and links to your source).
6. Think about SEO
Even if SEO (search engine optimisation) sounds intimidating, don’t worry – you don’t need to learn everything about it to cover the basics:
- Optimise your blog by using a keyword (the word or phrase your audience will typically Google relating to this topic) naturally throughout your blog.
- Write a short, engaging meta description (the snippet shown in search results) – this is easy to find on most website back ends and helps the readers decide whether to click onto your site.
- Link to other pages on your site – internal linking is great for SEO and it helps readers navigate your website more easily
7. Include a call to action
Your blog should always guide readers toward the next step, whether it’s contacting you, shopping your products, or subscribing to your newsletter.
People like to be told what to do next: don’t expect them to read your mind!
8. Remember: blog writing practice makes progress
Your first business blog doesn’t need to be perfect.
The more you write, the easier it gets – and if you need help polishing your ideas or you’d prefer for someone to take blog writing off your hands entirely so you can get back to business, a freelance SEO copywriter (like me!) can step in to guide you.