Business Blogging – 7 Things That Make A Great Blog

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You understand the importance of regular, quality blogs to your marketing strategy and growing your business (if not, see 8 Benefits Of A Long-Term Blogging Strategy).

Next question – what exactly should a great blog look like?

Never fear, here’s a guide to what should be included in a top-notch post – whether you write them yourself or outsource them to a professional Content Writer.

1. A Compelling Title and First Paragraph

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People have got to want to read your words of wisdom. Pique their interest with titles such as “How To…” or ” The Top 5…” to win maximum click-throughs.

The first (lead) paragraph must draw visitors in to want to read your second paragraph – it should be promising valuable information or unmissable insights.

2. Interesting and Useful Info For Your Target Audience

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Your blog post must be engaging for your ideal customers. It might outline new ideas or trends in your sector, or give your expert opinion on how to deal with a situation.

The language and level of detail should be a reflection of what works best for your audience personas (What are Audience Personas?).

This could mean establishing your authority in a field using technical language and references, or a friendly, informal dialogue if you want to build personal relationships with new and existing clients.

Either way, as Google gets better and better at working out context and how well you answer searcher queries, it’s essential your blogs provide quality content.

3. Use of Headings, Subheadings, & Bullet Points

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Headings and subheadings have a dual function:

  • they make the text much more readable and appealing for humans
  • they improve SEO by pleasing and guiding Google (and other search engines).

If a reader wants to skim paragraphs, or return to a particular point quickly, headings and bullet points improve the user experience.

4. Keywords

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To get maximum ‘bang for your buck’, take time to research the short and long-tail keywords that your ideal customers are using to search for your service, and the amount of competition different keywords attract (Keywords – What To Know).

Keywords should naturally occur (not be stuffed) in the title, headings, paragraphs and also feature in the URL address, for maximum SEO benefit.

Think carefully about ‘searcher intent’ – are your keywords those used by early-stage information-gatherers, or serious buyers? Which do you want to attract?

For example, ‘What training is needed for my managers?‘ versus ‘ IOSH Managing Safely course in Cardiff’.

Also remember that most searches are at the informational stage, and could become future potential leads, so a mix of blogs with keywords covering different search intent makes sense.

5. Attractive Images

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A good scattering of relevant pictures makes the article more attractive and enjoyable to read.

This reduces the chances of visitors ‘bouncing back’ quickly from your page, which Google penalises you for.

Images can also display something of your company brand and values – such as playful, humourous, corporate, or traditional.

6. Relevant Internal Links

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Internal links can be inserted into your blog where appropriate to add even more value to your readers, by showing them another relevant blog you have prepared for them.

You are trying to provide an excellent User Experience with your blogs, so visitors stay on your website for as long as possible.

This tells Google you are a truly great resource for that particular topic, and it should feature your website higher in Search Engine Results (SERP).

It also allows you to build trust and credibility with your readers, making them more likely to consider doing business with you.

7. Call To Action (CTA)

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Every post should have a Call-To-Action (CTA). This tells the reader what you want them to do, rather than just click away and forget you.

You may ask for comments, shares or likes. 

You may ask them to look at a product you sell, get a quote, or sign up to receive e-mails in return for exclusive content.


For professional blog-writing services contact or call us on 0344 545 9461.

Visit for more blogging and business growth inspiration.

8 Benefits Of A Long-Term Blogging Strategy

Your business is underway – your premises, products and staff are all organised. Now it’s time to look at a process to keep winning new business for the months and years to come – Welcome to Blogging!
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Blogs are an excellent way to catch the attention of your target customers and search engines on an ongoing basis.

Nearly 80% of companies that use blogging reported acquiring customers through blogging. The more content pages a site has, the more leads it gets (HubSpot, 2018).

Blogs should provide ‘added value’ to readers – meaning they will learn something relevant and useful to them, and realise you are an expert in the area they are interested in.

Whilst we all hate being sold to, free answers to questions bugging us is a whole different tea party.

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Blogs must be well-structured, include images and keywords, and solve a problem for your ideal clients.

For example, a recruitment company may offer tips on retaining top performers; a commercial finance broker may explain how to match finance types to business needs.

Blogging Benefits

1.Brand Awareness

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Brand awareness is vitally important – blog posting lets you show a human side of your business, and give a sense of your values and personality.

Blogging helps you develop a strong online presence, and engage with customers. 

It provides a way for you to discuss issues concerning your prospects, and build up their trust. 

For example, a car repair garage could post a blog on ‘What Your Mechanic Expects You To Know’, to remove any intimidation a new client might feel visiting their premises. 

2. Search Engine Optimisation

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Search engines love fresh, relevant content, and rewards it with higher search results visibility. Blogging is the most straightforward method of creating new online material.

Regular blog posts provide Google and the others with more pages from your domain to index, and more internal links for PageRank to crawl.

This gives your target market more opportunities to find you, and also for you to rank for your keywords.

70-80% of users ignore paid ads and only focus on organic results. (Search Engine Journal)

3. Customer Relationship Building

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Customer engagement is a hugely  important part of online marketing and branding.

Blogging lets you connect with existing and potential customers in a conversational way, and build interactions through relevant, quality content. 

4. Expertise Demonstration

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Blogging is a great platform to establish your credibility in an industry.

By providing valuable information and insights, customers see the knowledge and experience you have in your field.

This builds your authority and keeps you front-of-mind when prospects are ready to buy.

5. Sharing Opportunities

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A really powerful benefit of blogging is the opportunity it gives readers to share the link to your blog with their contacts, both directly and via social media and E-Mail.

94% of people who share posts do so because they think it might be helpful to others. (Impact)

6. Website Traffic And Leads

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Your blog helps you maintain an active social media presence and drive traffic to your website.

In addition, blog posts provide content for email newsletters, another excellent way to increase web traffic and sales.

Add a Call-To-Action (such as free e-book, webinar, factsheet) to each blog post to generate leads. 

7. Inbound Links Generation

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Having high-quality inbound links to your website is key for SEO success.

When you provide dependable blog resources, you naturally accumulate inbound media links, as authors and bloggers reference your content in their articles.

 8. Compounded Long-Term Results 

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Roughly one in ten blog posts are ‘compounding’, which means that over time you continue to win web traffic from that blog (Hubspot).

Evergreen content is particularly likely to be picked up and scaled by search engines in this way, and continues to generate new leads without any additional investment. 






For blog-writing services contact or call us on 0745 2086994/0344 545 9461.

Visit for more blogging and business growth inspiration.