In the increasingly digital world of today, having a strong online presence can result in significant benefits for businesses and business persons. One way for businesses to increase their online presence is by running a blog. In a survey conducted on US consumers, 61% of the respondents noted they had bought a product or service after reading a blog post. Apart from generating leads, running a business blog allows companies to interact with their customers and provide extra value in the form of blog content. This makes blogs an essential and cost-effective marketing tool for businesses.

Before starting a business blog, it is important to consider many factors;

Determine the Purpose

A good blog is one that has clear objectives and one whose objectives are in alignment with the nature and type of business. For example, some business blogs may play the role of providing customers and potential customers with insight into the business, its history, and its culture. Some business blogs may also focus on informing customers about new products and services while others may focus on engaging customers and answering common questions.

Consider the Target Audience

Before starting a business blog, it is crucial to have an idea of the kind of audience that the blog will target with its content. Knowing the target audience goes a long way in ensuring that the blog can meet their needs and requirements. Knowing the target audience will also help in informing other decisions such as the complexity and nature of the language used in the blogs. In this respect, a business blog targeting middle-aged parents may use different language from one targeting teenagers and college students.

Consider How You Want the Audience to React

Different business blogs will have different objectives and will, therefore, target a specific response from readers. For example, a business blog designed to promote engagement with readers should direct readers on how to air their opinions and ideas e.g. providing contacts or directing them to the comments section. Similarly, a blog designed to generate leads could include “call to action” devices to encourage immediate responses from readers.

Consider the Frequency of Updating the Blog

A good business blog should be updated regularly for it to resonate with readers. However, one should be careful not to overwhelm readers with too much content. With this in mind, it is important to pay attention to the quality of the blog content rather than the quantity of content.

Consider your Competitor’s Content

Business blogs could also look to their competitor blogs for guidance and inspiration on content. However, this does not mean compromising on the originality of your business blog content.