How To Start a Blog for Your Business [Step-by-Step Guide 2019]

By | August 26, 2019

– So, someone, possibly
surrounded by ninjas, has told that you need to
start a blog for your business. But how do you actually do that? It can all feel quite overwhelming. But luckily, if you follow
these six easy steps, starting a blog for your business and making it a success is very simple. (dramatic drums music)
(ninja stars whooshing) (logo beeping)
(mouse clicks) So, how to start a business blog? Step one, set realistic
expectations for your blog. You need to know what your
intended outcome is of your blog. Are you blogging because
you wanna get more traffic? If so, then you’re gonna be blogging about the sort of topics that
people are searching for. But maybe you’re gonna be blogging because your customers always ask you the same sorts of questions and rather than having to
answer them every single time, you wanna send them to a blog post. Well, if that’s the case,
then you wanna make sure that your posts match the questions that your customers are asking that are helping them to convert. You might be blogging
for thought leadership, so you might be blogging
about your industry not necessarily questions
that people are asking but your take on particular topics, the goal being to establish your business as a real authority in your space, pick up lots of links
and get some attention. You might be blogging for things to share out on social media, in which case you might
wanna make your post a little bit shorter,
bite-sized tasty chunks. You might be blogging for credibility, so you might be showing case studies and examples of your client work. Or you might be doing
absolutely all of these. But the important things is that you know what your objective of your
blog is before you start because that’s gonna
help you identify exactly what sorts of posts, how
in depth they need to be. But the most important thing obviously is that you know what your objectives are because that’s gonna help you define what you’re gonna be writing about, how long your posts are gonna be, and what sort of format
your blog will take. Step two is to make sure that your blog is nice and visible on your website. So you might add it to your top menu. If you’re in WordPress
this is really easy to do, just go to Menus and then
add your blog that way. If you’re an e-commerce site, for example, and you have a really
large and crowded menu, then you might need to
put it somewhere else such as a top menu or
even put it in the footer, although obviously is
you put it in the footie you’re gonna be getting
less traffic to it. You might also call your
blog something else. It doesn’t necessarily
have to be called blog. Some people call their blog
News or Articles or Tips, Advice, Questions, all those
types of things can be a blog but just in a slightly different format. It all depends what your goals are. The next thing that you’ll want to do is choose a layout and a style guide. Now, it’s really important
that your blog is consistent, so doing things like deciding what sort of images you’re
gonna have with each post and whether you’re gonna
be using stock images or you’re gonna create
images yourself on Canva or you’re gonna have a
designer create the images, that’s really important to
give your blog consistency. If you look at someone’s blog and you see they’ve always got the
same style of images, it elevates your impression of that blog. Whereas if you look at another blog and some of the images are stretched and squished and pixelated
and random different sorts, some are cartoons, some are photos, it really doesn’t give a good perception. So make sure that you’re really consistent with the images that you use. You’ll also wanna be consistent on things like capitalization
of your blog titles, even length of your blog titles as well. So, are you asking a question, for example, how do I
start a business blog? Or are you giving tips, how
you start a business blog. You’ll also need to think about how users will navigate through your blogs. So whether you have your blogs categorised and then they can see all of
the blogs in that category, or whether you have them in date order so they just click next and
they go to the next post. This will depend heavily on the sort of things
that you’re sharing about and if you’re sharing across
lots of different topics or if you’re going really
deep on one particular topic. If you wanna see a blog
that ticks a lot of boxes you could do worse than,
check out The Ahrefs Blog. So, here’s one of their posts. We can see we’ve got a nice image which looks to be
custom-made, which is great. It’s nice, cartoony. But the image isn’t too big that it pushes all of the
content below the fold, so I can still see where
their content sits. Now, it’s nice and easy to read because it’s in a fairly
narrow column here, and that’s also gonna work well on mobile. We’ve also got this great
author bio at the side here which tells us a little bit about Joshua, why he’s credible about this topic, and gives us links to
follow him if we’d like it. So, that’s fantastic. But if we look at the post itself we can see there’s some images in here. We’ve got bullet points and numbers to kind of break up the text and make it a little bit more readable. We also have links through to other posts on the Ahrefs site too which are gonna be useful for people if they want a bit more info
about that particular topic. We’ve got links to external tools, and you should never be afraid to link out to other websites, although it’s often a good idea to make sure that those
links open in a new window so that people who click on them don’t lose your original post. We’ve got this Johnson box type thing here with a background screen, again, which kinda breaks things up and draws your eyes to that section. So, here this is the kind of equivalent of their call to action. Let’s not forget this is
a really, really, in depth and useful post as well. All of the images make it
nice and easy to read through and it’s really informative and useful. Don’t worry, I’m not
gonna read it out to you. So, this is a great example of a blog spot and this blog post ranks really nicely for a small business SCO, which is a very competitive term. Then we’ve got a bit more
about Josh at the end here. So, how they can improve
this even further, they don’t really have a call to action to try out Ahrefs specifically, although they do have these internal links to different parts of the Ahrefs suite. But maybe offering people a trial and some kind of sidebar call to action could be a good way of turning
the visitor into a lead, so. Step four is to analyse
your target audience because you wanna make
sure that you’re writing for that person. And a good tip here is to turn
your entire target audience into just one person that you’re thinking about
writing for personally. If you think about writing
for a whole group of people, it can be easy to get off track
and talk in general terms, whereas if you’re just talking
to just one specific person and you’re writing this
entire post for that person, as long as that person
matches your target audience that post is gonna be really nice and straightforward to read. So, our advice here is
talk to your sales team, find out what sort of questions
and issues people have, get to know your customers a bit more. If you’re not customer-facing, spend some time budding
up with the sales team or the support team so you can
get to know your customers, the language that they talk, and the sorts of issues that they have because then you’ll be
able to write for them really clearly. You can also go to Google Analytics and enable demographic
and interest reporting. This will give you info about their ages, genders, demographics, locations, and it’ll help you build up that picture of who am I writing for. Step five is to do keyword
research for your blog. Now, the goal here is not just to identify the keywords that are
getting the most traffic. We want to identify the keywords that we’re most able to rank for. So, there are two different
types of keywords. You’re gonna find informational keywords and you’re gonna find commercial keywords. An example of a commercial
keyword might be something like “buy Rode VideoMic” or
“buy camera microphone.” That’s a commercial term because there’s an intent
behind that to buy it. I’ve typed in “buy VideoMic.” So, the other type of search
is an informational search. And an informational search
for something like this, which is a Rode VideoMic,
might be something like “Rode VideoMic versus Rode VideoMic Pro.” So that’s someone who’s
looking for information on the difference
between the two products. And for that type of informational search or something like “how to
record sound outdoors,” that’s gonna be the sort of thing where someone is looking for information rather than just specifically
looking to buy straight away. So those are the sort of searches that you’re most likely to
get blog posts ranking for. So, a good tip when you’re
doing your keyword research and you think yeah, this
would be a great keyword to rank for, pop it into Google and see what sort of search
results you’re getting. Are you getting for example shopping ads? If you’re getting shopping ads, that would indicate that
this is a commercial term, people are looking to buy, so Google is more likely
to rank product pages or product category pages. If you’re getting blogs and if you’re getting information sites, that’s an indication
that that might be a term that you’d wanna target in a blog post. Step six is to create a blog schedule. So, we’re often asked,
“How often should I blog?” It’s a little bit like saying,
how often should I exercise? It’s not necessarily the
number of blogs that you make but the number of good quality blogs that really makes a difference. So, if you’re able to make one
awesome blog post per week, that is fantastic. If you only got the time to
make one awesome post per month, that is also okay. But what you don’t wanna do is smash out five absolutely trash blog posts in the same time it can take
you to make one awesome one because trash is unlikely to rank or do anything for your business. (graphic whooshes) So, to summarise, how do
you start a business blog? Step number one is define your objectives. Are you blogging to get more
traffic, to get more links, to position yourself as an
authority in your marketplace, to answer your top customer questions? Whatever your goal is that’s
gonna define to a larger extent what you’re writing about,
how you’re writing about it, and how long each of your posts should be. Step two is to add that blog to your site and make sure it’s nice and prominent. You wanna get people on your blog so include it in your
main menu if you can, if you’ve got space. Step number three is to work
on the style guide and layout, so make sure that you’re being
consistent with your images and you have rules for what sort of images you include with your posts. Make sure you’re consistent
with things like blog titles, capitalization, the style
of your posts as well, and of course the calls to action that you’re using throughout your posts. Step four is to analyse
your target audience, make sure that you’re writing for the sort of person
that you want to attract. So understand the
demographics, age, interest, all that type of stuff is really important to make sure you’re
crafting each of those posts for that one specific target customer that you’re holding in mind at all times. Step five is to do a keyword research and make sure you’re
targeting the sort of terms which an informational page
is likely to show up for. So, if you’re targeting
a phrase that has buy or has some kind of commercial intent in, then usually you’d be targeting
a product or service page to that sort of phrase
rather than a blog post. Your blog topics, when
you put them into Google, should bring up other
informational blog type content. And step six is to create a blog schedule that you can stick to. Make sure it fits around you. Don’t set a really ambitious
target of blogging every day if each of those blog posts
is gonna be absolute rubbish. It’s always a good idea to go for quality over quantity with blogs because blogging is
just one of those things that’s subject to the 80/20 rule where 20% of your blog posts are gonna bring 80% of your traffic. And that 20% are typically
gonna be the most detailed, most useful authoritative
pieces that you’ve written. So, I hope you’ve learned something today about digital marketing that you can apply to your own campaigns. Don’t forget to hit like on
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marketing videos from us. And don’t forget also to leave a comment if you have any questions about this or anything else in digital marketing. And if you wanna generate more leads and sales from your website, then don’t forget you can request a free website and
digital marketing review from my agency, Exposure Ninja. If you go to you’ll see that there’s
a form on that page. If you fill in the form, one of our team will record
you a personal 15-minute video showing you how to increase
the volume of leads and sales that your website is generating by improving your conversion rate and also attracting more
traffic to your site. It’s completely free of charge and there no obligation to
use our services at all, although of course if we
think that we can help we will let you know. Until the next video, see you soon.

2 thoughts on “How To Start a Blog for Your Business [Step-by-Step Guide 2019]

  1. Exposure Ninja Post author

    00:21 – Step 1: Set realistic objectives

    01:47 – Step 2: Make your blog visible on your website

    02:26 – Step 3: Choose a blog layout and style guide

    05:36 – Step 4: Analyse your target audience

    06:37 – Step 5: Do keyword research for your blog

    08:11 – Step 6: How often you should blog

    08:45 – Recap

  2. Exposure Ninja Post author

    Thanks so much for watching! Are you going to start a blog? What's your biggest question about blogging? 😊


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