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Writing blogs for your business

February 6, 2014 Bradford Group Administrator

Content. Content. Content. It’s the key to online search rankings and inbound marketing leads, and can most easily be achieved by writing blogs for your business. Not to be a Debbie, but even when you’re deeply passionate and invested in the subject matter, maintaining a blog is a time-consuming task.

When blogging for business, the overarching fear is that if your company’s blog fails, its failure can dilute the brand that you worked so hard to build. When executed correctly, the benefits of developing a blog far outweigh the risks.

Blog2Blogging can…

  • Increase your visibility
  • Give clients a closer look
  • Result in search engine optimization benefits
  • Act as a sales tool
  • Make a contribution to your industry
  • Establish you as an industry expert

When developing a blog, execution is key. Before becoming a blogger, you must first become a blog reader. Following a few simple guidelines can ensure that your efforts are maximized and your time well spent.

Rule of Thumb (Blog Reader)

If you browse, shop, partner with or join it, look for its blog, then read it and share it.

  • Link to blog posts that you find valuable within your online communications.
  • Further the conversation by commenting on peers’ blog posts. Invite your peers to participate in your blog as well.

Rule of Thumb (Blogger)

When writing a blog, be a real person. Don’t use scrubbed language and corporate-speak. Online consumers won’t connect with it.

  • Capture your readers with an interesting headline and effective lede paragraph. Work your targeted keyword into both.
  • Include a relevant image (picture, screenshot, embedded video or slideshare). If you don’t have an internal image, use a public domain photo—such as the free ones that you can find on and—and add a photo credit at the bottom of your post.
  • Make your posts scannable by using bullets and numbered lists.
  • Link judiciously. Linking to old posts and other bloggers can help prove your point and draw others into the conversation. But remember, each link pulls your reader away from your entry and ups the chance that he or she won’t return. When you do link, make sure that the link opens in a new browser window or tab.
  • End every post with a call to action, and measure effectiveness by how may interactions you get.
  • Respond to legitimate comments.

Producing Content for Your Blog

The hard truth: to achieve your blog’s goals, you need to produce content for your blog every week. The harder truth: by every week, we mean multiple times a week.

The hard truth: to achieve your blog’s goals, you need to produce content for your blog every week. The harder truth: by every week, we mean multiple times a week.

You can do this by writing short weekly posts that comment on and link to a relevant peer blog, industry news or company update. Intersperse these with longer posts that take on a topic and explore that topic in-depth, developing a thesis or opinion. Write these posts much like a reporter writes a news article or editorial—gathering research, interviewing experts and organizing conclusions.

Posts should be multi-dimensional.

  • Integrate multimedia such as pictures, video, slideshares, quizzes and polls.
  • Link and re-post to all your social media channels (more than once).
  • If desired, distribute blog content through an e-mail newsletter.
  • Repurpose blog entries into leave-behind materials for your sales team.

Blog1Tracking Your Success & Failure

You should systematically track the success and failure of each blog post by using data on readership, page views, social media shares and linking behavior. Tracking the number of comments per entry is also a good metric to gauge readers’ interest.

Measure the progress of you blog as a whole over time by measuring its influence on a local, regional and national scale. Do this by tracking key metrics—unique visitors, total monthly visits, Google indexed pages, inbound links, total monthly comments—and ranking competitors’ blogs, seeing where your blog falls amongst the competition. Set growth benchmarks and maintain expectations within your team of bloggers to ensure the long-term success of your company blog.

Does your business blog? Let us know in the comments below some of the advice, challenges and lessons you’ve learned from your blogging experience.

photo credits: Foxtongue via photopin cc, Search Engine People Blog via photopin cc

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