Writing a blog is an important part of the marketing mix for small business owners. By providing helpful tips and advice in blog articles, you’re promoting your business, building relationships and generating trust. Wondering how to write a blog? You’ve come to the right place.
A blog is a perfect way to showcase what you do and why you do it.
You can publish articles on your website, share them on social media — if you’re lucky, your post could even appear as a featured snippet in Google search.
If you don’t have a blog section on your website, most platforms will allow you to add one. You can find instructions on adding one to a GoDaddy website in this post. Or learn how to set up a WordPress blog here.
Editor’s note: Managed WordPress from GoDaddy is the easiest way to start a WordPress blog -- no technical upkeep required!
Write a blog post in 6 steps
Even very small business owners blog because it brings in new customers. Follow these steps to get started.
Define your audience.
Select a topic (the less research, the better).
Templatize your posts (keep it simple).
Write (without critiquing yourself).
Publish and share (and share and share).
Create a blog calendar.
While the first five steps are simple, the process does take time. But soon you’ll be able to write and publish a blog post in a few hours.
1. Define your audience
You might find it helpful to picture one person, a potential customer perhaps, as you write. Keep this person in mind and focus on answering their question or offering a solution to their problem.
Remember, blogging will help you build relationships by offering valuable information. So avoid the sales pitch in your post. It could turn potential customers away.
2. Select a topic (the less research, the better)
Start with your list of frequently asked questions (FAQs), addressing each in a separate post. Or reuse material you’ve already created — brochures, presentations, case studies — for blog posts.
A few tips:
- Take one question and answer it thoroughly, so it’s clear to the reader that you know your stuff.
- Choose one part of your business you know inside out and write about it.
- Do keyword research to find out what topics people are searching for.
Many small business owners are afraid to start blogging because they don’t think they have anything valuable to say. If you can answer customers’ questions, then you have something worthwhile to share.
3. Templatize your posts (keep it simple)
Yes, some of your blog articles will be long articles describing how to do something (be sure to include pictures to keep it interesting). But not all of them. Take advantage of article types that lend themselves to quick creation.
- Lists of gifts, helpful tools or interesting facts related to your business.
- A glossary of words readers might not recognize (with definitions).
- Tricks, tips and hacks.
- Product reviews related to your business.
- Answering a Frequently Asked Question (FAQ).
Lists are an easy way to start. Small chunks of information are easier to read (and write). Not only does it mean less work for you, but it’s easier for your readers to scan and use.
4. Write (without critiquing yourself)
No one is asking you to write the next viral blog. You’re writing a post to inform your customers and share your knowledge. Follow your outline and fill in the blanks.
One trick to writing is to put down everything you know about the topic, then edit later.
Find your big piece of paper and look at it often. Answer your customer’s question as if they were sitting across from you. Be conversational so you engage your audience and potentially turn them into a loyal customer.
If you’re not a confident writer, write what you want to say and find someone to edit and proofread for you.
Pro tip: A blog post can be any length, but longer posts (800 to 1,000 words) tend to rank higher on search engines than shorter posts.
5. Publish and share (and share and share)
After you’ve written your first post, make sure you’re comfortable with sharing it and then publish it to the web. Then share a link to your words of wisdom on social media.
You should spend more time sharing and promoting your blog post than writing it.
Once you get in the flow of writing blog posts, this part will become easier. You’ll be able to produce them faster, and the ideas will come easier.
6. Create a blog calendar
Now that you’ve got the hang of blog writing, start to brainstorm ideas and create a content calendar. Think about what your business can offer at different times of the year (back to school, long weekends, end of financial year, etc.) and write around those topics.
A blog calendar will keep you organised and motivated.
Be sure to include evergreen content in your calendar. This refers to topics that don’t ever change, so they will always be relevant and of interest to your readers. Writing content that will still be useful a year from now means you get more traction from one post.
In summary: How to write a blog
Think of blogs as a way to network with potential customers. You’re offering value by answering their questions and educating them about the things you know by heart. Search engines will also appreciate your expert advice and reward you with higher rankings (which means more site visitors for you).
The steps to writing a small business blog are simple. And once you publish a few blog posts on your website, the process will get easier. You can do it!