The pen may be mightier than the sword, but creating a good blog is perhaps the mightiest weapon of all. Blogging has long been important for businesses, and the good news is you don’t have to write like Dickens, Austen or Dostoevsky to pen a blog people will read. But how can you create a blog and what are the advantages for businesses? We’ll take a closer look in this article.
What is a business blog?
A blog is an online journal where you can share your thoughts on a variety of topics. In the context of your business website, a blog is an opportunity to develop your brand, share your expertise and give an insight into your company behind the scenes. Today, there are more than 600 million blogs in the world, according to GrowthBadger.
Advantages of blogging as a business
Why start a blog for your business? There are countless potential benefits if you’re able to write a blog that gets people’s attention. Here are some possible upsides:
Reach new customers
It’s great to have a high street presence, but not every would-be customer is going to pass your shop window. If you create a blog, it could theoretically be read by any of the world’s 4.66 billion internet users, according to Statista's figures. So in writing a blog, you may have the chance to engage with people well beyond your local area, but also entice visitors to your store.
Enhance your reputation
Blogs are an opportunity to position yourself as a ‘thought leader’ in any given subject. If you’re passionate about your chosen area of expertise, your blog could showcase your unique insights, spread knowledge, and give readers the confidence that your business is run by a credible person who knows their onions.
A regularly updated blog – written using SEO best practice – could help improve the Google search ranking of your website. This may ultimately drive traffic to your business website and boost sales.
Connect with others
By growing a readership for your blog, other experts and influencers in your industry may find you online, and potentially share your content on social media. Also, by positioning yourself as an authority, you may receive invitations to market your business in other ways; for example, by speaking on a panel, or attending a product launch or networking event.
Share company news
One of the advantages of blogging as a business is that you can control the flow of information that is written about your company. This includes sharing news stories. such as staff appointments, new products and any awards your business wins.
How to start a blog
Getting a blog up and running takes time, dedication and perseverance. But these five steps will hopefully help you get started.
Consider your niche
Before you wade in with a brand-spanking new blog of your own, it’s important to think about your expertise and whether you can write with authority and originality about a topic. There are different ways of blogging, and some popular blog topics relate to particular interests, such as food, fashion and photograph. Is there a topic that aligns with your businessinterests and would be fun to write about?
Choose a platform
You don’t have to be a computer whizz to work out how to create a blog. WordPress is a popular free platform for creating blogs,(although there are many others in the market; in fact, more than 40% of all websites reportedly use WordPress .
Tumblr is a widely-used microblogging platform for short-form content, while Wix enables small businesses to build their blog with a simple ‘drag and drop’ functionality. But your choice of platform may depend on your needs and there are many other providers out there so you should always do your research. One last thing to note is unless you’re integrating your blog with an existing website, you will need a hosting provider and, if chosen, a professional domain name, before you get online.
Customise your blog
They say you shouldn’t judge a book by its cover, but does that apply to blogs? Once you’ve registered on a blog platform, you should be able to choose from an array of design templates to suit your taste. On many platforms, you can customise other elements, such as uploading your logo, or making sure the colour scheme matches your branding.
Start writing content
Got something to say? Start writing your first article on your chosen subject. If you’re not a confident writer, tools like the Grammarly writing assistant may help, or you could hire the services of a copywriter– again you should always do your research to find what works best for you as there are several options available. And it pays to do a spell-check – spelling mistakes could be off-putting for consumers when they read your blog or website.
Market your blog
Creating the perfect blog may not count for much if no one gets to read it. There are different ways you can promote your blog, including the use of keywords to improve your site ranking, sharing your posts on social media, and even inviting contributions from guest bloggers, who may already have a large following.
Once you have an all-singing, all-dancing blog with a dedicated readership, you could always use the closing paragraph of each post to direct readers to your e-commerce product page if you have one. Then voilà! By now, we hope your readers are hanging on your every word.
More tips from Tyl
Creating a good blog may not happen overnight, but over time, you may be able to build a content hub to rival the mighty Tyl Talks. Here are some of our latest articles and guides:
This has been prepared by Tyl by NatWest for informational purposes only and should not be treated as advice or a recommendation. There may be other considerations relevant to you and your business so you should undertake your own independent research.
Tyl by NatWest makes no representation, warranty, undertaking or assurance (express or implied) with respect to the adequacy, accuracy, completeness, or reasonableness of the information provided.
Tyl by NatWest accepts no liability for any direct, indirect, or consequential losses (in contract, tort or otherwise) arising from the use of the information contained herein. However, this shall not restrict, exclude, or limit any duty or liability to any person under any applicable laws or regulations of any jurisdiction which may not be lawfully disclaimed.