How To Blog: A Beginner's Guide for Businesses

So, you’ve heard the buzz about blogging for businesses, and now you’re wondering if it’s worth the effort. Spoiler alert: it absolutely is. In the digital age, having a business without a blog is like opening a shop and not telling anyone about it. Your competitors are out there sharing their expertise, engaging with their audience, and building trust—meanwhile, you’re still trying to figure out where to start. Fear not, dear reader! This guide is here to light your way. We’ll dive into the “whys” and “hows” of blogging, helping you navigate the often confusing world of content creation with confidence. Ready to transform your business? Let’s get started.

Covered in this article

Why Should I Blog?
Where Do I Start?
How Do I Come Up with Content?
How Will People Find My Content?
Conclusion
FAQs

Why Should I Blog?

Before you dive into the mechanics of blogging, let’s talk about why you should bother in the first place. Sure, you’ve got a business to run, and a thousand things on your plate, and blogging might feel like just another task. But here’s the thing: a well-crafted blog can be a game-changer for your business. It’s not just about writing for the sake of writing—there’s a method to the madness.

• Visibility: Think of your blog as a spotlight. The more you publish, the more opportunities you have to be seen. Search engines love fresh content, and regularly updated blogs are a great way to improve your rankings. This means more people find you organically, without you having to spend a fortune on ads.

• Engagement: Your blog is a conversation starter. It’s where you share your insights, answer questions, and show off what you know. When done right, it turns readers into loyal customers because they see you as the go-to expert in your field.

• Authority: Speaking of expertise, blogging is your chance to prove you’re not just another business, but the business in your industry. Regularly publishing well-researched, thoughtful posts builds your credibility and positions you as a leader.

• SEO: Let’s get a bit technical—search engine optimisation (SEO). Every blog post is a new indexed page on your website, which means another opportunity for your site to show up in search engine results. Plus, you can use keywords strategically, link to your content, and keep readers on your site longer. It’s a win-win.

In short, blogging isn’t just about putting words on a page. It’s about building a bridge between you and your audience, one post at a time. The more value you offer through your blog, the more your business will thrive.

Where Do I Start with Blogging?

Now that you’re convinced (and if you’re not, maybe read that last section again), let’s get into the nitty-gritty of actually starting your blog. It might seem daunting at first, but with the right steps, you’ll be up and running in no time.

1. Choose a Blogging Platform: First things first, you need to pick where your blog will live. There are plenty of options out there—WordPress, Blogger, Medium—but for businesses, WordPress and HubSpot CMS are top contenders. WordPress is incredibly flexible and has a huge support community. HubSpot CMS, on the other hand, is a one-stop shop with built-in SEO tools and analytics, perfect for businesses looking for an all-in-one solution.

2. Set Up Your Blog: Once you’ve chosen your platform, it’s time to set it up. This involves selecting a domain name (something catchy and related to your business), choosing a hosting provider (if you’re using WordPress), and installing your platform. If you go with HubSpot CMS, much of this is streamlined for you, which is a major time-saver.

3. Design Your Blog: Now comes the fun part—making it look good. Choose a theme that aligns with your brand’s aesthetic. It should be clean, easy to navigate, and mobile-friendly (most of your readers will be on their phones, after all). Customise the colours, fonts, and layout to reflect your brand identity.

4. Create Essential Pages: Before you start posting, make sure you have the basics in place. An “About” page to tell your story, a “Contact” page so readers can reach you, and a “Privacy Policy” to cover your legal bases. These pages build trust and make your blog feel more legitimate.

5. Start Writing: Finally, the moment you’ve been waiting for—your first blog post! Start with something simple: introduce your blog, share what readers can expect, and give them a reason to come back. Remember, your first post doesn’t have to be perfect. It just needs to be out there.

And voilà! You’ve officially entered the blogosphere. Now, let’s talk about what you’re going to write about…

How Do I Come Up with Content?

So, your blog is set up, your first post is out there, and now you’re staring at a blank screen wondering what to write next. Don’t worry, you’re not alone—every blogger hits this wall at some point. The secret to avoiding the dreaded content drought? A well-thought-out content calendar.

• Identifying Your Target Audience: Before you start brainstorming topics, you need to know who you’re writing for. Is your audience made up of industry experts, beginners, or somewhere in between? Understanding your audience’s pain points, interests, and questions is key to creating content that resonates. If you’re not sure, start by looking at your customer personas or even asking your audience directly through surveys or social media polls.

• Content Brainstorming: Now that you know who you’re talking to, it’s time to figure out what to say. Start by jotting down broad topics relevant to your industry—think of them as your blog’s pillars. For example, if you’re in the tech industry, your pillars might include software development, cybersecurity, and tech trends. From these pillars, branch out into more specific post ideas. Not sure where to start? Here are a few techniques:

  • Keyword Research: Use tools like Google Keyword Planner or Ahrefs to find what people are searching for in your niche. This can spark ideas and ensure your content is aligned with what your audience is looking for.
  • Competitor Analysis: Check out what your competitors are writing about. What topics are getting the most engagement? Use this as inspiration, but make sure to put your own unique spin on it.
  • Customer Feedback: Your customers are a goldmine of content ideas. What questions do they frequently ask? What problems are they facing? Address these in your blog posts.

• Creating a Content Calendar: Now that you have a list of potential topics, it’s time to get organised. A content calendar helps you plan out what you’ll post and when, ensuring you maintain a consistent publishing schedule. Start by deciding how often you want to post—once a week, bi-weekly, or monthly? Then, map out your topics on a calendar, assigning each a publish date. This not only keeps you on track but also allows you to see the bigger picture of your content strategy.

• Consistency is Key: The biggest challenge in blogging isn’t coming up with ideas; it’s sticking to a schedule. Consistency builds trust with your audience and signals to search engines that your site is active and relevant. If you’re struggling to keep up, consider drafting posts in batches or outsourcing some content creation. Remember, it’s better to publish one high-quality post a month than to churn out low-quality content weekly.

By planning with a content calendar, you’ll never be at a loss for what to write about, and your blog will always be brimming with fresh, relevant content.

Below is a snapshot from HubSpot's 2024 Marketing Trends Report. While you're at it, read our breakdown of the report.

How Will People Find My Content?

Now that you’ve got your content planned and ready to roll, the next question is, “How do I get people to read my blog?” Enter SEO—Search Engine Optimisation. It might sound like a techy buzzword, but it’s the key to making sure your blog gets found by the right people.

• Keyword Research: SEO starts with understanding what your audience is searching for. Keywords are the terms people type into search engines when looking for information. By incorporating these keywords into your blog posts, you increase the chances of your content appearing in search results. But beware—stuffing your post with keywords can do more harm than good. Aim for natural inclusion of keywords in your title, headers, and throughout your content.

• On-Page SEO: This refers to optimising individual blog posts to rank higher in search engines. Here are some quick tips:

  • Titles and Meta Descriptions: Your blog title should be catchy and include your primary keyword. The meta description (the summary that appears under your title in search results) should also be enticing and keyword-rich. Keep it under 160 characters to ensure it displays correctly.
  • Headers and Subheaders: Use H1, H2, and H3 tags to structure your content. Not only does this make your post easier to read, but it also helps search engines understand the hierarchy of your content.
  • Internal and External Links: Linking to other relevant content on your site (internal links) and credible sources outside of your site (external links) can boost your SEO. Internal links keep readers on your site longer, while external links show search engines that you’re providing well-researched content.

• Promotion: SEO is crucial, but don’t rely solely on search engines to drive traffic. Promote your blog through social media, email newsletters, and even collaborations with other bloggers or influencers. The more eyes you get on your content, the better it will perform in the long run.

• Analytics and Adjustment: SEO isn’t a set-it-and-forget-it task. Use tools like Google Analytics and Google Search Console to track how your posts are performing. Which keywords are driving traffic? Which posts are getting the most engagement? Use this data to refine your strategy and make adjustments as needed.

In summary, SEO is about making sure your content is visible and attractive to both search engines and readers. With the right approach, your blog can become a magnet for traffic, helping your business grow and thrive.

Conclusion

You’ve now got the basics of business blogging down—from understanding why it’s essential, to setting up your blog, creating a content strategy, and making sure people find your posts. But before you go off and become the next blogging sensation, there’s one more thing to consider: the right tools can make or break your blogging experience.

That’s where HubSpot CMS comes in. If you’re serious about making blogging a cornerstone of your business strategy, you need a platform that’s as robust as your ambitions. HubSpot CMS isn’t just another blogging tool—it’s an all-in-one content management system designed to help businesses like yours grow.

• Ease of Use: HubSpot CMS is incredibly user-friendly, even for those who aren’t tech-savvy. Its intuitive interface means you can focus on creating great content without getting bogged down by technical details.

• Built-In SEO Tools: With HubSpot CMS, you don’t need to be an SEO expert to rank higher on search engines. The platform offers built-in SEO recommendations, helping you optimise your content as you write.

• Integrated Analytics: Keep track of your blog’s performance with HubSpot’s integrated analytics tools. See which posts are driving the most traffic, track conversions, and get insights into what your audience loves.

• Scalability: As your business grows, so can your blog. HubSpot CMS is built to scale, meaning you won’t outgrow the platform as your content strategy evolves.

In a world where content is king, HubSpot CMS gives you the throne. Whether you’re just starting or looking to take your business blogging to the next level, this platform offers everything you need to succeed.

Ready to start blogging? Explore how HubSpot CMS can transform your business blog into a powerful marketing tool. Contact Velocity today to find out more about HubSpot CMS and inbound marketing. 

FAQs

1. How often should I post on my business blog?

The ideal posting frequency depends on your resources and goals. If possible, aim to post at least once a week to maintain consistency and keep your audience engaged. However, quality should never be sacrificed for quantity. It's better to post high-quality content less frequently than to publish low-quality posts just to meet a deadline.

2. What should I do if I run out of content ideas?

Running out of ideas is a common challenge, but it can be overcome with a bit of creativity and research. Revisit your content calendar and consider updating or expanding on previous posts. Engage with your audience on social media to discover new topics of interest. Additionally, competitor analysis, keyword research, and customer feedback are excellent sources for fresh content ideas.

3. How long should my blog posts be?

There’s no one-size-fits-all answer, but generally, blog posts should be between 800 and 1,500 words. This length is sufficient to provide valuable insights without overwhelming the reader. However, the key is to cover the topic thoroughly, whether it takes 600 words or 2,000.

4. How can I measure the success of my blog?

Success can be measured through various metrics depending on your goals. Common indicators include website traffic, engagement (comments, shares), conversion rates, and SEO rankings. Tools like Google Analytics and HubSpot’s integrated analytics can provide detailed insights into how your blog is performing.

5. Is it necessary to hire a professional writer for my blog?

While it’s not necessary, hiring a professional writer can be beneficial, especially if you lack the time or confidence to create content consistently. A skilled writer can help maintain a professional tone, ensure grammatical accuracy, and optimise content for SEO. However, if you prefer a more personal touch, consider writing the posts yourself and having them professionally edited.

6. What is the best way to promote my blog?

Promoting your blog involves a combination of SEO, social media marketing, email newsletters, and leveraging partnerships or guest posts. Sharing your content across multiple channels ensures it reaches a wider audience. Don’t forget to engage with your readers by responding to comments and encouraging them to share your posts.

7. How important is the design of my blog?

The design of your blog is crucial as it affects user experience and engagement. A clean, professional, and mobile-friendly design encourages readers to stay on your site longer and explore more content. It also reflects your brand’s image, so ensure that the design is consistent with your overall branding.

8. Can I blog without a dedicated website?

Yes, you can start a blog on platforms like Medium or LinkedIn, which don’t require a dedicated website. However, having your website offers more control over your content, design, and monetisation opportunities. If you’re serious about blogging as a business strategy, investing in your domain and hosting is advisable.

9. How do I choose the right blogging platform?

Choosing the right blogging platform depends on your business needs, technical skills, and budget. WordPress is highly flexible and widely used, offering numerous plugins and customisation options. HubSpot CMS, on the other hand, is perfect for businesses looking for an integrated marketing solution with built-in SEO tools and analytics.

10. Should I allow comments on my blog posts?

Allowing comments can foster engagement and community around your blog, but it also requires moderation to filter out spam or inappropriate content. If you have the resources to manage comments effectively, enabling them can be beneficial. However, if moderation becomes too time-consuming, you may consider disabling comments or using alternative engagement methods, such as social media discussions.