How to create a blog that is a real asset to your small business

By Anita Ginsburg

While they were once thought of as just a hobby for avid travelers and foodies, blogs have made a name for themselves just about everywhere. They’ve become an essential part of the SEO basket. In fact, even the smallest of businesses can benefit from adding a blog to their site.

Perhaps you’ve been considering starting a business blog, but have been discouraged by the time and effort it takes. However, with some work, you can develop your blog into a real asset to your business. Read on to learn how blogging can help grow your business without costing you a cent.


In a nutshell, blogs are ways to communicate your thoughts, feelings and your business. Personal blogs are for people to share their inner feelings, maybe share their favorite hobby or their travel tips. But when it comes to business, blogs become a way to communicate with current customers and attract potential new ones.

Businesses can share knowledge, for free, and also give people an inside look at the company. It’s one of the best ways to connect with your target audience. For example, if you are a plumber, you can use your blog to post about simple DIY plumbing tips, common plumbing problems, or even tips for talking to a plumber. Everything on your blog should be directly related to your business; this isn’t the place to discuss family troubles or the new restaurant you just found.

Organic growth

Blogging is one of the best ways to grow locally and organically. But just like other facets of running a business, learning how to start an online business blog and even what to blog about can be confusing. You do need to do a little research on your niche and decide which keywords or phrases your audience searches for online.

You also need to identify your ideal customer and understand what they want. Business blogs should offer value without asking for anything in return, except for perhaps an email address if you are trying to build your email list. If that is the case, offering users a freebie, like a digital download, is one of the best ways to accomplish that.

Once you’ve done your research, you can then use your findings in your blog posts so that you show up their search results organically. Blogging can help small businesses get noticed online especially if they’re just starting out. Once potential customers see that you’re there and that you know what you’re doing, they’ll be more likely to hire or buy from you.

Acquire customer feedback

In addition to creating your email list for future mailings, a business blog lets you see what users think about your business. Customer feedback, even if it is negative, is vital. It will help you make changes to your marketing or your business to keep customers for the future. You can use your blog posts to start discussions about what users want to see in the future. You can then use this information to improve your blog posts and tailor them to your ideal customer’s taste.

Think like a consumer

Creating a business blog is tricky. Although writing about what you love might be easy, being able to write a blog that others will want to read is not always so easy. When it comes to business, you need to again think like a consumer. Your blog should become something people look forward to reading, not something that sparks irritation when it pops into their inbox. Think about the most important aspects of your business and find ways to incorporate those into your blog posts.

Business blogging doesn’t need to be stale or boring. Prior to publishing, think about all the ways your business provides value. Let your creativity shine through when writing your posts. Focus on quality and accept feedback with an open mind. Your business will thank you for it.


Anita Gimsburg is a freelance writer from Denver, CO. She studied at Colorado State University and now enjoys writing about health, business, and family. A mother of two wonderful children, she loves traveling with her family whenever she isn’t writing. You can find her on Twitter @anitaginsburg.

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