7 Tips on How to Write a Business Blog That Will Convert
Let’s start by asking one of the most important questions for your business: How can you attract online users to your website?
One way you can attract users is through crafting compelling web content that both intrigues and informs users. And one of the best ways to do that is to start a business blog. When you put out fresh blog posts on a consistent basis, you’ll see your web traffic go up significantly.
Not sure how to write a business blog? You’ve come to the right place. Below, we’ll cover seven simple tips for making your blog engaging and compelling.
1. Target relevant, long-tail keywords
The first key to understanding how to write a business blog is learning the importance of keywords. Your blog won’t benefit you if nobody ever reads it. You need people to find it online, and the best way to do that is to use keywords.
By targeting specific keywords in your content, you can help your blogs rank in Google, where people can find them in response to their queries.
The best strategy is to target one specific keyword with each blog post, along with some supplemental keywords, so you can rank in multiple search queries.
These keywords should be relevant to your business. They should also be long-tail — several words long — because long-tail keywords have less competition and are more specific to your target audience.
2. Write to satisfy user search intent
As important as keywords are to business blogging, you don’t want to target any of your chosen keywords by throwing them haphazardly into your content. Your keywords shouldn’t be an afterthought.
Your blog should be specifically written to satisfy user search intent — that is, the reason why users search for a given keyword.
Whenever you write a blog post, write it specifically to provide whatever information users are searching for when they look up your target keyword. That will ensure that it’s useful to people and they’ll want to engage with your content.
You can find the search intent of a keyword by looking at what’s already ranking for it. Observe what the highest-ranking pieces do, and you’ll get a good indication of what people are looking for.
A word of warning — if you write blog posts that have little or nothing to do with their target keywords, Google’s algorithm will be able to tell, and your content won’t rank.
3. Craft compelling title tags, meta descriptions, and introductions
No matter how engaging or useful the bulk of your blog content is, users are going to gauge their interest in each of your posts within the first few seconds of seeing it. That means your titles and introductions must be as eye-catching and compelling as possible.
Your title tag will be the first thing users see when they find your content in Google, so make sure it draws their interest. A good way to do this is to use numbers and emotive adjectives (e.g., “5 Amazing Reasons to…”).
Your introduction should evoke a similar idea. Write it in a way that makes users want to keep reading. One example of something you could use to draw readers in is to lead with a statistic about your topic. An introduction beginning with “Did you know that 55% of…” is very engaging.
The same goes for your meta description — the text blurb that appears beneath the title tag in Google search results. Like the title, include numbers and emotive adjectives where appropriate, and try to quickly convey how your piece will answer the user’s search query.
4. Create a positive user reading experience
Another critical part of writing a business blog is user experience. When people dive into your content, you want them to have the easiest possible reading experience.
One way to do that is to break up your content into smaller chunks. Rather than having enormous blocks of text, use short paragraphs, and intersperse them with bulleted and numbered lists. You can also use images to help break up content.
In addition, be sure to give your pages a hierarchical structure. Use headings to divide your content into organized sections so it’s easier to navigate the page. Besides improving the user experience, headings make it easier for Google to understand the context of your posts.
5. Give each piece a call to action (CTA)
Ultimately, the goal of all your marketing is to drive leads and conversions. That applies to business blogging as well. A business blog post may draw users to your site, but what will you do with them once you have them there?
The simplest way to turn your casual blog readers into leads or customers is to use calls to action (CTAs). CTAs consist of two components: A small phrase or blurb telling users what you want them to do, and a link or button directing them to the page where they can do it.
You can place your CTAs at different locations in your content. Placing a CTA right after the introduction can get it in front of users that don’t finish reading the piece while putting one in the conclusion can present it as a logical next step for the reader.
For longer pieces, it’s a good idea to use more than one CTA, meaning you can have one in both the introduction and the conclusion!
You can format your CTAs as buttons, like the one in the image above, or you can write them as sentences. An example of a text CTA could be “Sign up for our emails for more updates!” Make sure you include links in your text CTAs to take users to an appropriate landing page.
6. Make the most of the links
When it comes to business blogging, links are your best friend. On top of being useful to readers, links send signals to Google about the quality of your content.
Try to fill each of your business blog posts with plenty of internal links — that is, links to other pages on your site. That will help keep users on your site longer. Make sure you use appropriate anchor text for your links that accurately reflects where they lead.
Even more important, though, are backlinks. Backlinks are where external websites link to your content. You can obtain backlinks by reaching out to third-party sites in your industry and asking them to check out your content to try and earn links.
Backlinks tell Google that your content is credible. The higher-quality your backlinks are, the more authoritative Google believes you to be, and the higher it will rank you.
7. Update your blog consistently
The final tip for writing a business blog is to make sure you update it consistently. That is, write new content on a regular basis.
How often should you publish fresh content? There’s no right answer for that. It all depends on your business and your audience. You could write ten pieces per week or one piece per month.
The important thing is that you maintain a relatively consistent schedule. You don’t want to start off publishing every day, only to hit a three-month period where you don’t publish anything. The best thing to do is to use a content calendar and stick to it.
Get more help writing a business blog from WebFX
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