Since you are on this page, you probably already know how integral the process of blogging is to the success of your marketing efforts. This is why it goes without saying that it is extremely important to learn how to effectively start and manage a blog that supports your business.
Without a blog, you could find yourself with a number of problems such as poor search engine optimization (SEO), a lack of promotional material for social, little impact with your leads and customers, and fewer pages you can use to share leads. – Generating a Call-to-Action (CTA).
So why, oh why, do so many marketers still have a list of excuses why they can’t blog?
Maybe because, unless you enjoy writing, business blogging can seem interesting, time-consuming, and difficult.
Well, the time for excuses is over and this guide is here to help you understand why. We’ll provide helpful templates to simplify your blogging efforts along with how to write and manage your business blog.
A blog post is any article, news piece or guide that is published in the blog section of a website. A blog post typically covers a specific topic or query, is educational in nature, ranges from 600 to 2,000+ words, and includes other media types such as images, videos, infographics and interactive charts.
Blog posts allow you and your business to publish insights, ideas and stories on your website about any topic. They can help you increase brand awareness, credibility, conversions and revenue. Most importantly, they can help you drive traffic to your website.
Today, people and organizations from all walks of life manage blogs to share analysis, instruction, criticism, product information, industry findings, and more. There are many popular blog formats, but here are six of the most common:
What makes a good blog post?
Before writing a blog, make sure you know the answers to questions like, “Why would someone keep reading this entire blog post?” and “What thing keeps our audience coming back for more?”
To start, a good blog post is interesting and educative. Blogs should answer questions and help readers solve the challenge they face—and you have to do it in an interesting way.
It’s not enough just to answer someone’s questions – you also need to provide actionable steps while you’re engaged. For example, your introduction should attract the reader and make them continue to read your post. Then, use examples to keep your readers interested in what you have to say.
Remember, a good blog post is interesting to read and provides educational material for audience members.
(Want to learn how to apply blogging and other forms of content marketing to your business? Check out HubSpot Academy’s free content marketing course.)
So, how do you actually go about writing one of these engaging and informative pieces?
How to write a blog post
Here are the steps that you would like to follow while writing a blog post.
1. Understand your audience
Before you start writing your blog post, make sure you have a clear understanding of your target audience.
Ask questions like: What do they want to know about? What would resonate with them?
This is where the process of creating a buyer persona comes in handy. When you come up with a topic for your blog post, consider what you know about your buyer personas and their interests.
For example, if your readers have been looking for millennials to start a business, you probably don’t need to provide them with information on how to get started in social media—most of them already have it down there.
However, you may want to give them information on how to adjust their social media approach (for example – from a casual, personal approach to a more business-savvy, networking-focused approach). That kind of tweak is what helps you publish content about topics that your audience really wants and needs.
2. Create your blog domain
Next, you’ll need a place to host this post and every other blog post you write. This requires choosing a content management system (CMS) and a website domain hosting service.
Choose a CMS
A CMS helps you to create a website domain where you will actually publish your blog. The CMS platform can manage domains (where you create your website) and subdomains (where you create a webpage that links to an existing website).
HubSpot customers host web content through the CMS Hub. Another popular option is a self-hosted WordPress website on a hosting site such as WP Engine. Whether you create a domain or a subdomain to start your blog, after choosing a CMS, you will need to choose a web hosting service.