The Five-Step Guide to Creating a Successful Business Blog in 2019

Since its early inception in the late 1990s, blogging has grown into an important platform for businesses. While it was originally used as an online journal or diary, today, companies employ blogging for various reasons.

Here are some of the main benefits that this digital platform provides companies:

       Increases search engine traffic
       Boosts SEO
       Adds personality to a company
       Supports other digital marketing initiatives
       Builds brand authority
       Increases leads
       Improves conversion rates
       Generate inbound links

A well-managed, high-quality blog can be an influential tool for the modern business. But starting a regularly updated blog that’s based on relevant topics to your industry can be a challenge.

If you’ve decided to start a blog for your brand or have decided to use copywriting services to manage your blog but are unsure where to start, read on. The guide below will map out the five essential steps needed to create a successful blog.

1.    Creating your game plan

Before the start of content publication, ask yourself this question: Why?

There are many reasons for companies to start managing a blog. It’s important that you understand the intent and purpose behind your brand’s new blog. Intent influences purpose, and purpose will inform the blog’s goals and objectives.

As this is a company blog, you need to understand how it brings value to the business (but just as importantly, how it brings value to your brand’s audience). At the end of the day, your blog serves to boost SEO, which results in potentially increasing leads, conversions, and brand awareness.

When you’ve determined the “whys” and “hows” of your blog, it's time to move on to the next step: finding your niche.

2.    Deciding on a niche

Like any other digital landscape, blogging is highly competitive. Millions of other companies with high authority websites have tapped into the power of blogging. This makes it difficult for new entrepreneurs to stand out or for small businesses to get noticed.

When it comes to business blogging, there are two trains of thought: to niche blog, or not to niche blog.

For the unfamiliar, niche blogging is the concept of writing about specific topics. It is a targeted approach to marketing to a particular niche audience. Unlike generic blogging, niche blogging allows you to write about a specific topic without having to stave off fierce competition.

But there’s a right way and wrong way to accomplish niche blogging.

If your company has decided to focus its attention on niche blogging, be sure to do market research. A niche that’s too narrow won’t provide the necessary benefits a blog should bring. Likewise, the topic you write about should be something you know and love.

A lack of expertise and passion will limit the success of your blog. It will also make it more likely that you’ll abandon your blogging efforts in the future.

3.    Getting down to writing

Once you’ve determined your blog’s intent and purpose and developed the right target market for it, it's time to get to the core of blogging: writing. And this is often where the real challenge lies.

Content publication is a difficult and time-consuming task. If you’ve never managed a blog before, it is a lot of work. There’s research to be done, comments to be moderated, and promotion and monetization tasks to perform.

This doesn’t include the other hundred little tasks associated with blogging (such as metrics, but we’ll get to that later). And we haven’t even gotten to the actual writing aspect of blogging.

These challenges are exacerbated the larger your blog grows. In light of this, one option to consider is to outsource your blog to a freelance writer.

Having a freelance writer consistently create high-quality content frees up your time to focus on more important revenue-generating business activities. A freelance writer is also useful to have if writing is not your strong suit.

4.    Keeping it consistent

Another great reason to hire a freelance writer is to maintain consistency, not just in terms of quality, but quantity as well. Blogging consistency is an essential key to creating a successful blog.

Websites with high authority and a strong loyal following aren’t created overnight. This is done by consistently producing quality post after quality post. Building a vault of good, evergreen content can take a considerable amount of time.

As any entrepreneur can attest, managing a business can be tough. When other business activities demand your attention, blogging can fall by the wayside. A freelance writer managing your business blog ensures that no disruptions occur to the momentum it’s built up.

5.    Measuring success with metrics

Like any other aspect of your business, results matter. A business blog that isn’t measured for its performance is a complete waste of time.

Metrics help you understanding how your blog is performing. Analyzing the data provided by your blog’s metrics ensures your blog is meeting its original goals and objectives.

To start off, your business should focus on the following six metrics:

       Social Media Shares
       Lead Generation

These six metrics will help your business better understand what’s working and what needs to be further refined. But most importantly, they will serve to help you track success.

Some final thoughts

The competitive nature of today’s business world means businesses must find effective ways to stand out. And one of the best ways a business can build brand awareness and generate more revenue is through blogging.

But business blogging is far different from keeping a personal online diary. There are certain things to consider when creating a blog that positively contributes to a company’s growth.

By following the five-step guide above, your business will be well on its way to creating a blog that thrives and succeeds in today’s highly competitive marketplace.

Hisham Wyne is an award-winning copywriter, brand consultant and content creator based in Dubai. He has over a decade's expe­rience in helping brands get their messages right. From crisp web copy and zippy brochures to in-depth company profiles and analyt­ical annual reports, Hisham makes words work for you - so you can sell better, gain visibility, and give your brand a unique voice.

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18 February 2021 at 16:45 ×

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