Creating engaging blog posts that will connect with your readers can convert leads into potential customers.
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8 steps to writing great blog content for your business

As a small business owner, you’ll be constantly looking for ways to bring new users and leads to your website so you can sell your products or services. According to some surveys, once you have between 20-55 blogs on your page, your website traffic will start to increase by around 30 per cent. For small business owners, this is a huge increase, and it’s well worth investing the time to do so!

But you’re a small business owner, not a blog writer, so how can you create engaging blog posts that will connect with your readers, converting them from leads into profitable customers? In this article, we’ll explore eight steps that show you how to create these compelling blog posts to boost your sales.


1.  Finding the best places to post

If you’re reading this, you’re probably looking for ways to boost your site traffic, so you won’t have many readers, to begin with anyway. This means the first step you must take is finding somewhere to post your blogs. If you’re looking to post elsewhere to draw people in, looking for industry relevant websites that take guest submissions. If you’re looking to starting your own blogging platform to create your own following, contact your hosting provider or consider using WordPress or Wix.

2.  Create a content plan

Nothing is more effective in the blogging world than consistency. This means creating a content marketing plan to show what you’ll be uploading and when. Deciding what you are going to write about and ensuring you’re posting on a regular basis will entice readers and followers to continue returning to your site. If your readers return and you haven’t uploaded anything new in a week, they will immediately think your business is over.

3.  Define your target market

This means researching your audience and seeing what keywords they use. You then need to create a list of the keywords you’re going to use in your articles and blogs. Keywords refer to the words that people will type into search engines such as Google. The search engines will then match these keywords with your blog posts and display your pages. To search what keywords best relate to your industry, you can use online services such as WordStream. When embedding these keywords into your posts, you need to maintain a density of 2 per cent. You can track this using Keyword Density Checker.



4.  Start creating your content

Now that you have a list of keywords and you know what order you’re going to be posting, it’s time to start writing your content. There are a tonne of ways you can go about writing, but some key things to remember include maintaining your businesses tone of voice throughout all your posts and writing to your reader. Give them what they want to read and always be informative. When writing, you can use online tools such as Slick Write and Essayroo to ensure your writing is the best it can be grammatically and structurally.

5.  Now it’s time to edit

Once you have written out your first draft, look over your work to ensure your message is clear and concise. This is called editing. Keep re-reading through your work, ensuring all the language you want to use is there. Before you upload it to your website or send to the blog you’re contributing to, take a break and return to it with a fresh pair of eyes. Even better, send it to a friend or family member to read and provide feedback.

6.  Proofread and perfect

Once you have created your content blogs, the chances are you may have missed something such as an error or a mistake. Always ensure that you triple check your work before uploading. If your readers are reading your posts and find mistakes, you will risk losing credibility as a business. However, it’s not always easy to find the mistakes in work you’ve written yourself. If you’re in any doubt, you can upload your content to be checked over by a professional writer who can be found on websites such as Bigassignments or Australian Help.

7.  Include engaging images or video links

Enhance your writing by including good quality photos or videos that help sell your product, service or story. We’re visual beings using a visual medium so use them to your advantage. Original images are always more authentic but if sourcing photos don’t forget to check for copyright and usage terms, and credit accordingly. There are plenty of stock libraries you can join including Shutterstock and iStock, while sites like these provide free photos.

8.  Call in the professionals

As a small business owner, it can be hard to find the time to write out 20-55 blog posts and any more that you plan for the future, especially when you’re trying to run a business. With this in mind, you can always enlist the help of professional copyrighting services that can deliver SEO-ready content exactly to your specifications.

Keep content short and sweet

The majority of Internet users will access your website through a mobile device. This means keeping your content short, sweet and direct. When starting out, try and keep your content between 350 and 500 words. You can track this figure using free online tools, such as Easy Word Count.

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Gloria Kopp

Gloria Kopp is a former digital marketer and public relations consultant from Sydney who now works as a content manager at Ukwritings service. She is also a regular contributor to Engadget, Huffington Post and Academized.

The opinions expressed in this article are the opinions of the author(s) and not necessarily those of Homeloans Ltd.