Why You Need to Be Blogging (And How to Do It Well)

Confused by blogging? Don’t be! Today's blog post explains why you should be blogging for your small business and how to write the type of blog post that gets readers every time!

Confused by blogging? Don’t be! Today’s blog post explains why you should be blogging for your small business and how to write the type of blog post that gets readers every time!

How can you get more customers and exposure for your small business this year? Bring your blog back from the dead. You know, the one you started a while ago, with only the best of intentions, but haven’t posted anything on in a year?

I get it. Blogging takes time. And energy. And effort. All three of which you probably feel you don’t have any more of to spare.

But, next time you catch yourself saying that you wish your store was busier… that your website got more traffic… that you were making more profit, remember this blog post — and remember these stats.

The average company that blogs gets:

  • 55% more visitors
  • 97% more inbound links
  • 434% more indexed pages

These statistics come from a study HubSpot conducted of 1,531 HubSpot customers (mostly small- and medium-sized businesses). 795 of the businesses in the sample blogged, 736 didn’t.

The results show that small businesses that blog get far better marketing results than those who don’t.

Don’t have a blog yet? Don’t worry, we’d never leave you hanging. Here’s a free e-book to get you started: Blogging Tips for Beginners. And, here’s where you can get your blog and hosting.

If you already have a blog, it’s time you got it going again by writing smarter, better blog posts that your customers will want to read.

Check out the tips below on how to write a blog post that not only gets readers — but keeps them coming back for more!

Tip 1: Provide Real Value

As a small business owner, no one knows your industry better than you… right? Isn’t it time you showcased that knowledge in your blog? Just keep in mind that the blog posts that do the best are the ones that provide readers with real value, not fluff.

Think about your skill set and then tailor your blog posts to match. For example, if you have an air conditioning repair business, perhaps you could offer easy home-repair tips for readers.

If you create jewelry, you could blog about upcoming trends and how to wear certain pieces with different outfits.

Or, maybe, you’re really great at marketing and have useful advice you’d like to share with other small business owners… no matter what you decide to blog about, remember to always make sure your blog posts teach, entertain, or add some sort of value to your target audience.

Tip 2: Formatting Matters

Nothing will repel readers faster than a badly formatted blog. Seriously. You could be the next Ernest Hemingway, but if you’re not presenting your content in a reader-friendly format, no one’s sticking around to find out.

Here’s how to write a blog post that will be reader-friendly:

  • Break your blog posts up into small paragraphs. (Paragraphs of just a few sentences each tend to be the easiest to read.)
  • Use bulleted lists to make important points more digestible and to appease those who prefer to scan.
  • Add subheads to break up your content and keep your readers interested.
  • Throw in some italics for emphasis and bold words or phrases to highlight key information.
  • Use at least 1 image per blog post (more if it’s on the longer side) to grab your readers’ attention.
  • Don’t forget to add internal links back to your past blog posts. (This can help keep your readers on your site.)
  • External links add value and credibility and can help you build relationships with other bloggers/writers.
  • Always, always, always proofread. Instead of writing directly into WordPress or Blogger, just write in Word first so you can run a thorough spell-check. Typos kill credibility.

Tip 3: Come Up With a Killer Headline

Of course, whether you come up with your headline prior to writing your blog post or after it’s finished is going to depend on your writing style, but regardless, it needs to be great.

Here are a few tips on how to write the type of headlines that win readers over:

  • Use enticing words (e.g., killer, top, secret, powerful, ever, easy, unbelievable, big) in your headline.
  • Try using numbers in your headline (e.g., 3 Social Media Tools to Streamline Your Accounts).
  • Try asking a question in your headline (e.g., Are You an Unsure Entrepreneur?).
  • Incorporate recent news and/or pop culture into your blog posts to cash in on the popularity of current events (e.g., Cutthroat Leadership Lessons from Game of Thrones).
  • Use this fun headline-analyzing tool to receive a score on how well your headline will connect with readers emotionally.
  • Most importantly, be original and let your unique writing style shine through.

Have any questions on how to write a blog post? Leave them in comments below!

About Shannon Willoby

Shannon is the marketing specialist/copywriter for Scott's Marketplace. When she's not typing away on her computer, she enjoys reading, traveling, and nerdy TV shows. Connect on Google+.