How to Start a Business Blog Fast in 9 Essential Steps
So you're ready to start a business blog. You've researched and you know the statistics.
Businesses who blog have 400% more pages coming up in searches. (FORBES)
They attract 3X the qualified leads of more traditional methods. (CMI)
90% of search traffic comes from your existing blogs, not your new ones. (NEIL PATEL)
In other words, blogging can pay you back exponentially if you do it right. Understanding how to start a successful blog will help your business get results from your blogging efforts.
You can get these kinds of results by following these 9 essential steps.
1) Establish Goals & Objectives
What do you need this content to do for you? Increase awareness, generate leads, inspire loyalty, educate, inform, etc.
Get clear on it before you start a blog for your business.
2) Be Clear on Who your Customers Are
You should have written customer avatars. These are detailed descriptions of who your target customer is. Most business will have 5 or more of these. Give the avatar a name and a face.
Talk about them like a real person in meetings. This is who you need to reach.
Every blog you write should pretend that it’s speaking to one of your avatars. This is how to start a business blog off with a bang and earn returns over time.
3) Understand Their Journey
Every blog should meet a certain prospect at a certain place on this journey. Your objective is to help them continue their journey with you.
Buyers today make their decision online by consuming content. Meet them where they are with the right content and you and the customer win.
This is why you start a blog for your business in the first place.
The Buyer's Journey is your compass. Don't depart without it.
4) Decide on Your Distribution Methods
How do you plan for people to find your content? You may be hoping they stumble upon in in searches. But this isn't reality -- especially at first.
Are you primarily emailing a mailing list? Do you want to focus on social? Are you doing PPC?
Most effective strategies will leverage all of these. Establish your SEO strategy. Establish your social media strategy. Establish Your email strategy.
Whatever you do, make sure you're creating shareable content and linkable content to get results.
5) Create a schedule
How often will you publish and distribute? Consistency is key.
Research shows that the sweet spot for most is about 11–15 blogs a month. But don’t sacrifice quality for quantity if this is an insane number of blogs for you.
Fewer, better and more strategic blogs are definitely better for meeting goals. You can also get help by outsourcing to a writer who understands you objectives/customers and can create content around them. There are some common pitfalls to look out for when outsourcing.
6) Create a written content strategy
This is a coherent strategy that’s based upon 1–5 above. The reason this is an actual step is because some 60% of business don't have any written strategy.
They just wing it and expect results. This doesn't work well when taking a Chemistry final. And it really doesn't work when blogging for business.
7) Research Topics
Don't just randomly select topics.
Topics should be relevant and help you meet your goals. Know what objective you plan to meet with the content before you write it.
8) Get a Personality
It’s much more effective to develop a personality that aligns with your brand. This may be a real person or not.
Think of Flo from Progressive Insurance. People relate to her more than they relate to Progressive.
What kind of person will relate to your customers? Does this person wear a suit? Or does he wear jeans and a tee?
Can your brand get a little silly with an over-the-top personality?
Or do you need to stay more reserved?
9) Learn Best Blogging Practices
Unless you’re writing to academics, most people prefer short sentences and paragraphs. Add lots of visuals. Creating compelling titles.
Content creation optimization is key to maximizing your ROI on this part of your budget.
Bonus: Analyze Everything
Establish how you will measure the effectiveness of your blog. You’ll need some basic tools like Google Analytics.
Make note of which content pieces give you the best results. And do more like them.
But be patient. Even if you’re a well-known company, it takes a little time for people to find your blog. It takes about 6–9 months to have traffic flow in through searches, if you have no real following. That's even if you invest in expert SEO services.
If you have a bit of a following on social, etc., you may be able to get that traffic flowing in in 2–3 months. Keep your eye on the prize during this drought. All new blogs go through it.
With these tips, you can succeed.