Last Updated: Mar 30, 2016
Blogging is a high-leverage marketing activity that few business owners are taking full advantage of. Learn how to do business blogging the right way.

Business blogging. Frustrating, isn’t it?

Everyone tells you how important blogging is, but despite your best efforts when you do blog all you hear is crickets.

To make matters worse, you keep hearing that companies with blogs are extremely successful. In fact, HubSpot research shows the average company that blogs has:


Blogging can help you reach new customers, build customer loyalty, get invaluable feedback, and attract a steady stream of highly-targeted inbound leads. Blogging is also cost-effective. According to Exact Target and Hightable, “the average cost to generate a marketing lead ($143) is about half the average cost of an outbound lead ($373).”

That sounds great but how exactly do they do it? If you haven’t been able to figure out how to use your blog to drive business, don’t worry.

You Are Not Alone

If you’re struggling to harness the power of blogging for your business, you aren’t the only one. Most businesses aren’t blogging.

Consider this:

That means there’s plenty of opportunity for small businesses to nimbly outmaneuver the “big guys” by embracing blogging and developing compelling, evergreen content that speaks directly to your prospective customers. If you get blogging right, it can be a major benefit for your business.

RELATED: 7 Best Practices for Corporate Blogging

Do You Make These Mistakes?

So what’s keeping the average business blogger from achieving their goals? In my experience, there are two main culprits. Most business bloggers:

Once you recognize these two common obstacles you can take action.

Develop a content strategy

Think like a publisher.

If your business has an online presence, like it or not, you’re essentially a media company. And a blog is one of the best ways to start pulling your customers in.

If you’re going to think like a publisher–by creating valuable content that can be monetized–you need a content strategy. Your content strategy will determine who you’re trying to reach, how you’ll reach them, and what kind of content they will find valuable. Taking time to come up with a strategy and getting it down on paper where you can use it to guide your decisions is critical. It’s also where a lot of business owners drop the ball. In their excitement to start blogging they fail to prepare adequately.

Can you imagine a major media company that didn’t have a clear idea of who they were trying to reach and exactly how they would do it? Can you imagine them producing content sporadically?

RELATED: The Pros and Cons of Business Blogging 

I’d like to share a framework for business blogging with you to help you avoid the two common mistakes I mentioned earlier. There are many ways to approach business blogging.

Using this framework will help you get started and avoid common pitfalls.

Do you want to see this in action?

Sometimes it’s helpful to model your efforts after someone who has already figured things out. Of course, you should evaluate whether specific tactics will help you achieve your goals. Study some successful business blogs and imitate what works.

Here are some examples:

Blogging isn’t an impossible, arcane science. You just have to know how to get started.  So what are you waiting for?  

© 2014 Attard Communications, Inc. All Rights Reserved. May not be reproduced, reprinted or redistributed without written permission from Attard Communications, Inc.

Anthony Sills is a direct-response copywriter and content strategist on a mission to eliminate boring marketing. He’s written copy for eBay, SEMrush, IBM, American Express, InfusionSoft and many exciting startups. You can always reach Anthony via social media or email.