8 tips for writing business blog posts

Robyn Ruth Thomas

Blog posts give your clients an opportunity to read need-to-know product, service or industry advice directly from you.

In your post – if you get the message across effectively – you can share all the benefits of your product or service, as well as share exclusive offerings, tips and case studies.

Online communication should be seen the same as face-to-face interaction with your client. Don’t be afraid to apply the exact friendly, yet casual tone that you’d usually use to chat to an in-store client or telephonic enquiry. Applying your brand’s unique tone to every blog post is what will distinguish you from companies that are publishing similar content.

Here are eight tried and tested tips to help you enhance your business blog posts:

Use attention-grabbing headlines

Headlines introduce your reader to the blog topic. Be sure to use a title that summarises the entire post and avoid using complex terms or jargon that won’t be understood by your consumer.

It’s also important to write titles that online readers would search for. This will increase your viewership and generate leads.

E.g.
Blog guidelines (X)
How to write a blog post (X)
How to write a business blog post (√)

Writing an attention grabbing title that summarises your blog post will be the deciding factor of whether people read your post or not.

Write scannable content with subheadings

Does the reader have to sift through a bunch of paragraphs to understand what point you’re getting at? Include subheadings that readers can quickly scan through to decide if they want to read further. Subheadings not only organise your content, but also adds priority to each point raised.

Use keywords to improve your search ranking

Keywords are the search terms that your readers use to find your article. Using keywords improves ranking, as well as viewer reach.

Think of words that are most relative to your blog post and industry. Using two or three keywords is always better than using one.
E.g.
Search term: recipes (X)
Search term: kidney beans recipe (√)

Use FAQs as content topics

Writer’s block needn’t be a factor for your business blog as you can create posts from frequently asked client questions. This will also give potential clients who visit your blog an opportunity to source further information about your product or service before contacting you.

Feature compelling visual content

According to MDG Advertising, blog posts that include images receive 94% more total views than blog posts without images.. Feature relevant, high quality photos when sharing your blog posts on social media, and make sure that your image sizes are consistent in every blog post.

Hyperlink supporting arguments and relevant previous posts

Get your reader to view your previous posts by including hyperlinks, where appropriate. Also ensure that when you’re referencing another online portal, you hyperlink the source (like statistics websites, surveys, journal articles and news sites) to add credibility to your post.

Always include a call-to-action

What would you like your reader to do after reading your post? Should he or she subscribe to your newsletter, like you on Facebook, contact you for enquiries, or enter a competition? Let your readers know exactly what you want them to do by including a prompt at the end of the post.

If you have any questions about writing a blog post for your business – or online writing in general, drop me a mail at robyn.thomas@honeykome.com
Creating great online content that solves business problems is what we do at Honeykome – we’d be happy to help.