10 Best Practices to Create a Blog for Your Business

By TracyMoore | Social Media

Mar 19
Blogging is an effective way to connect and engage with your audience, stay top of mind, improve SEO (search engine optimization) and generate leads.  So why isn’t everyone writing blogs?  Truth is, blogs are time consuming and when not done correct end up as unread fodder on your website.


DOWNLOAD the 10 Best Practices and 4 Blog Templates to help you get started.

  1. Choose your blog topic, style and position

Think about how your reader will consume the information they are about to read.  Are they expecting a list, instructions or a unique position on a topic.  Here are the four most common blog styles, find the one that works best for your topic.

  • Cultivated Blog – borrowed third-party content
  • How-To Blog – an instructional list on accomplishing a task.
  • The List Blog – a list or series of steps
  • The Newsjacking Blog – capitalizing on the popularity of a news story, possibly taking a position on a matter
  1. Identify key words and write a meta-tag (for optimization)

Optimizing your blog posts for keywords is not about incorporating as many keywords into your posts as possible. Actually, key word stuffing is frowned upon by Google and will actually harm your blog.

Select two key words per blog and then use them no more than five times each in your blog.  Long-tail keywords or phrases are very helpful.  You can reuse a phrase, but there is no need in stating the phrase exactly the same way throughout the blog.  Google can now ‘understand’ the context of a statement.

meta description is the additional text that appears in SERPs that lets readers know what the blog post is about. Not only does this statement help entice readers to click on your blog, it helps Google know if the topic is relevant to a person’s search request.  Just another reason to know your key words.

  1. Write a captivating introduction

When your blog is posted viewers usually only see the title, main image and the first sentence or two of your blog. You want that introduction to be both informative and captivating.  Make it brief and then get into the content.

  1. Outline your content

I have found that I spend about a third less time on writing a blog if I first start by outlining the blog and have my keywords and source content ready.

I know that outlining often feels like an additional step, but it will help you keep your blog article on-topic, making it easier for your audience to read and digest.

  1. Select a few helpful links, quotes and content support material for the body of your blog

Links, quotes and graphics serve two main purposes for your blog.  First, they make the blog more interesting to read.  Secondly, if gives your blog credibility.

This step may add a few more minutes to your blog creation, but it can make the difference between read, shared and liked and website fodder.

  1. Including subheadings, bullets and numbers in the body of your content

Once someone clicks on your blog you only get a few seconds.  Blogs are best designed if they can be consumed in a glace.  Add elements such as subheadings, bullets and numbers to make your blog easily read in 15 seconds, the average time given to a blog post read.

According to Tony Haile, 55% of Visitors Spend Fewer Than 15 Seconds on Your Website

  1. Add Images to support your blog

Not only do graphics help rest the eye when reading, they also can create emotion in a blog better than just with words.

Here is how often to include graphics in a blog and the impact it can have.

In an analysis of over 1 million articles, BuzzSumo found that articles with an image once every 75-100 words received double the social media shares as articles with fewer images. 

  1. Write a ‘blog style’ optimized heading

The way viewers find blogs is much different than an article in a newspaper or publication.  The catchy headings in newspapers and magazines are there to catch your eye and to get you to pick up the publication and begin to read.

Blogs on the other had are often found through web searches or delivered through social media.  So rather than the blog there to grab our attention in the supermarket line, think of it as popping up as a result in your social media feed or web search.

The heading must still be intriguing, but it also needs to have the pertinent key words to match your search.

  1. Add Shareable Links

If you have went to all the work to create the blog, let other’s help you share it.  Add shareable links to Facebook, LinkedIn, Google +, Twitter and a link to email a friend.

  1. Add a Call-to-Action

Business blogs are rarely, and really shouldn’t be, journal posts about yourself.  The intent of the blog is for you to share a valuable piece of information with your audience and then see if you can interest them in a deeper dive on that particular topic.

The deeper dive is usually presented in the form of a premium piece of content, video or webinar that your reader can access with payment of their name and email address.

This mutual exchange helps your prospect learn more about a topic they are interested in and it helps you add a possible lead to your sales funnel.

Still on the fence about blogging?  Check out this statistic:

B2B marketers that use blogs get 67% more leads than those that do not. 

Learn the best practices for blogging to connect and engage with your audience, stay top of mind, improve SEO (search engine optimization) and generate leads.

Learn how to develop a marketing strategy that fuels your business without hassle and frustration.

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