My three minute guide to writing a business blog

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Writing your business blog

Friendly, helpful blog posts are a great way of bringing people back to your website again and again. But writing a business blog can be a real challenge.

You’ve got to keep on finding interesting things to talk about. Then you’ve got to work out what you’re going to say and find the right words to say it.

That’s where this particular blog post will help you.

I’m going to share some simple, practical blogging tips to help you solve those three blog writing problems. They’ll make writing your business blog posts simpler and speedier.

And it should take about three minutes to read, though I hope it’ll stick in your head and keep helping you for a lot longer than that.

So, let’s get started by asking ourselves:

How do I know what to talk about?

That’s a very important question to answer. But it’s not the best question to start with. Instead, ask yourself:

  • What does my audience want to hear about?

Think back over customer conversations you’ve had recently.

  • What’s on people’s minds?
  • What do they ask you for help with?
  • What do they wish they knew more about?

Then, make a list. Blast out 20 to 30 specific questions that your customers have asked you or are likely to ask you (like, for example, ‘How do I write a good blog post?’).

If you’re reaching out to different kinds of customers, make a list for each of them. Have some fun, too. See if you can find about:

  • 70% everyday questions
  • about 20% quirkier but still practically relevant questions
  • maybe 10% completely off-the-wall but really fun to answer questions

The answers to those questions are your next 20 or 30 blog posts. You should have quite a wide range of questions, which will help you create a good mix of content.

You’ve probably also got some brand definitions which will guide you as you answer them. For example, if your brand personality is ‘dynamic, authentic and challenging’, that’s how you should be writing your business blog.

You’ll reach your audience with a range of different kinds of posts, most of which will be immediately, practically helpful, and a few of which will be quirkily unforgettable.

How do I structure my blog post?

Your next blog post will answer one of the questions you’ve come up with. You’re the expert, so I’m sure you already know what that answer is.

But you still need to decide how to structure your answer.

It’s much easier to write if you have a clearly-defined structure in mind. Then, you’re just filling in the gaps. So here’s one handy way of structuring blog posts. It’s pretty self-explanatory:

  1. Start with a simple, unarguable true fact
  2. Show how that creates a problem for your reader
  3. Explain what your reader can do about it
  4. Tell them what’s in it for them
  5. End with a call to action

Sections 1 and 2 are your introduction. They should take up about 10-20% of your post. Section 3 is where the meat is, so it should be about 70-80% of your content. Sections 4 to 5 are your summary and conclusion. Again, it should be about 10-20% of your post.

Always start with a rough word count target too. Even if you end up going a little under or over it, it’ll help you focus as you write. My target length for this blog was about 750 words. It’s actually about 900 words long.

To show you how it works, I used it to structure this post. It breaks down like this:

  1. Start with a simple, unarguable true fact
    • Blog posts are a great way of bringing people to your website
  2. Show how that creates a problem for your reader
    • But blog posts can be very difficult to write
  3. Explain what your reader can do about it
    • Make a list of what your customers want to know about
    • Use a simple, practical, easy to work with structure
    • Write in a reader-friendly way
  4. Tell them what’s in it for them
    • I’ve just given you three simple, practical blogging tips
    • They’ll help you create great blog posts for your readers
  5. End with a call to action
    • Get blogging!
    • Leave any questions / your own tips below

And of course, that’s just one way of structuring a blog post. If you Google ‘How to structure a blog post’ you’ll find lots of other suggestions.  

How do I make my blog post reader-friendly?

When people are online, they tend to read at high speed. They’re often on small screens too – tablets or even just phones. So the best way of reaching them is to keep your writing style clear and simple.

Just follow these basic guidelines:

  • Use clear, simple words like these, avoid utilising complex jargon-maximising corporate vocabulary like the previous eleven nouns, verbs, conjunctions, etc
  • Involve your reader by talking about ‘you’ and ‘me’ or ‘us’
  • Keep your sentences short and snappy, no more than 15-20 words each
  • Make sure each paragraph is only three to four sentences long
  • Wherever you can, use bullet points, lists or even diagrams
  • Break your blog post down into short, clearly titled sections

Oh, and I always like to start my blog posts with a picture. You might already have some corporate photography to draw on. If you don’t, you can use Google image search to look for royalty free pics (using Google / Images / More tools to filter for them) or search on websites like Pexels or Canva.

I’ve followed these guidelines while writing this post (and all my other blog posts too), so you’ve already seen how they work in practice.

Now it’s your turn to blog

And that’s that. I’ve answered three basic questions about writing your business blog:

  • What should I write about on my blog?
  • How do I structure my next blog post?
  • What’s the best writing style for my blog?

I’ve shown you how to come up with lots of ideas for your blog. Then I’ve talked you through how to turn those ideas into actual blog posts. And I’ve given you some language guidance too.

That’s pretty much everything you need to create lots of fantastic blog posts for your readers. So now it’s your turn to get stuck into your next blog.

If you run into any more questions along the way, or if you have any blogging tips of your own to share, drop them into the comments below. Happy blogging!

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