How to Create a Successful Blog for Your Small Business

by | Oct 8, 2021 | blog, Business, Content Marketing, writing

Blogs have become an essential part of any small business’s marketing strategy – and for good reason. By starting your own blog, you can build brand awareness, attract new leads/customers, establish credibility with your target audience, and strengthen your reputation. Blogging for search engine optimization can really move the needle for your business growth, which is why so many small businesses are doing it.

Before you spend time blogging for your business, it’s important to understand what makes a good blog post. Today, we will detail the exact recipe to create a successful blog to boost your business’s reach.

The Benefits of Blogging for Small Businesses

As a small business owner, you know how important it is to establish a reputation and build brand awareness, but it can be difficult to stand out among the crowd. A good blog is an immensely valuable tool that will help you do just that. A blog can break through all the digital noise and get your business in front of potential leads.

While creating a blog can help attract the attention of Google and other search engines, it has a lot more benefits than that. Most importantly, blogging helps you build a reputation and establish credibility with your target audience. This organically helps you attract new leads, increase brand awareness, and organically find new customers. From a business perspective, that’s great, but there are other long term benefits, including creating a community and building relationships with your customers.

Blogging Can Expand the Reach Your Small Business

If you provide a service for people, blogging is an incredibly useful tool to help you establish a relationship with your customers and build trust. A blog can help you share the mission of your organization, tell your story, and give your audience a place to interact with you.

While a blog can provide a ton of value to your business, not all blogs are created equally. For a blog post to be effective, you must consider the following steps for success.

1. Define Blog SMART Goals

A great first step towards creating a successful blog post is by defining SMART Goals. SMART is an acronym that stands for specific, measurable, achievable, relevant, and time-based. Here’s a rundown of each.

  • Specific. The more focused and concise you can be with your blog topic, the better. Decide what exactly you want to accomplish with this blog.

Example: 5 Tips to Grow Healthy Tomatoes in the Garden this Spring

  • Measurable. Define what measurable performance will be a mark of success for each blog and overall blog strategy.

Example: Post 1 New Blog A Week, Earn 50 New Blog Subscribers Each Month

  • Achievable. Don’t bite off more than you can chew. Blogging should be fun with optimistic, yet realistic objectives.

Example: While we are strapped for resources internally, we can easily outsource writing talent to generate 1 new blog per week.

  • Relevant. Make sure your blog post is relevant to your business and its audience.

Example: With an email list of 1,500 people who downloaded a brochure on our gardening tools, we will write a blog series on growing various vegetables to persuade gardening and demand a need for our tools.

  • Time-Based. The blog topic should be relevant to the timeframe of your blog publish date. Any topics that generate urgency or time sensitivity will help demand interest.

Example: We will post our tips to garden tomatoes in late April when they are in season.

2. Address Concerns, Answer Questions, Solve Problems

When deciding on what topics your blogs will cover, one of the most effective ways to increase your small business’ exposure online is by addressing concerns, answering questions, and solving problems that potential leads or customers are searching for. Posting blog content that addresses the questions, concerns, or problems your target audience is having allows you to position yourself as an industry authority and increase brand awareness.

When your business provides answers to questions that are relevant to the readers, you will get more clicks on links in your blog posts. This is because your content provides value and helps readers to become more educated about the subject matter, which further increases engagement with your brand. However, don’t forget the personal touch – never craft content just for search engines. Storytelling is a powerful tool to build loyalty with your customers, and blogging is an easy way to engage in storytelling.

3. Create Search Engine Optimized Blog Content

Though most people understand blogging to be a way to get their message across (aka influence), blogging to get the attention of Google and other search engines is something else. The process of creating a website that is optimized for search engines is called SEO – search engine optimization.

When it comes to developing search engine optimized content for your website, it’s important to be aware of the different types of keywords you are targeting. This is true for all your website’s content. However, it’s crucial to keep in mind as you create more content through blogging. There are two types of keywords to consider, and you should include both in your blog content.

  • Long Tail Keywords: Long tail keywords are phrases that contain three or more words. These tend to be used by searchers in the lower end of the purchase funnel. They are typically very specific to what a user is searching for and describe exactly what that person wants at that point in their journey. Long tail keywords are extremely valuable to small businesses because they tend to be easier and cheaper for your site to rank on, while still bringing in a high volume of qualified traffic. Because they could include city/state queries, they are crucial to any local SEO campaign. 
  • Short Tail Keywords: Short tail keywords are much more popular and typically one or two words in length. They are often generic and lack specificity, which means they tend to be more expensive for your site to rank on. Short tail keywords can still bring in a high volume of qualified traffic but tend to be more expensive for your site.

Using the right type of keywords in your blog posts can help attract the right traffic that will eventually turn into leads or sales.

4. Embed Links to Establish Authority and Increase Search Engine Rankings

Another step to create successful blogs is by embedding links directly into the body of each post. This allows you to build out a linkable asset, which is another effective way of increasing your small business’ search engine rankings.

When you link to reputable sites with the same topic as the blog post you are writing, this tells Google that your content is relevant to the site you are linking to. This increases the likelihood of ranking on search engine result pages (SERPs) for the topic you are writing about.

For example, if your blog post is on how to grow the perfect tomatoes, it would be beneficial to link to another page on your site that:

  • Educates further on a similar topic
  • A sales page where a reader can purchase whatever relevant solution you provide
  • Your contact us now page to collect the prospect’s contact details and start a relationship

5. Post Blogs Consistently to Keep Readers Interested and Returning for More

When you post a blog consistently, your readers will be more likely to return and continue checking in for new content. Consistency is key, even if you cannot post daily or weekly always post with a schedule that your readers will become used to and expect. Those who blog daily get more traffic than those who blog weekly, so try to stick with a consistent schedule. When small businesses post irregularly, they risk losing potential leads and visitors to competitor blogs where they can expect consistent answers to meet their needs.

6. Monitor Key Performance Indicators to Track Blog Success

It’s important to track key performance indicators (KPI) for your blog content. This allows you to determine if the strategies and tactics you are using are effective in driving growth for your small business.

  • Organic Traffic Referral Sources. This indicates how many people are coming to your site from search engines such as Google, Bing, and Yahoo. This is one of the most important KPI’s to track because it indicates how many people found your blog content through search engines. This will determine if your blog content is search engine optimized.
  • Blog Subscriber Number. The more subscribers you have, the higher engagement there is among your target audience. The number of subscribers you have will indicate how many people are interested in the content you offer and if they want to stay up to date with when your next blog post is out.
  • Unique Blog Views. This KPI indicates how many people are visiting your blog. This is a very important stat to track because it shows that your content attracts new visitors and keeps them engaged.
  • Average Time on Site. This indicates how engaged your readers are with each blog post. If the average time on site is high, this means that they were interested in what you had to say and wanted to read the entirety of the content.
  • Bounce Rate. This is the percentage of single-page visits in which a reader left your site from that page. This indicates how many people are not sticking around to read your blog posts.
  • Social Shares by URL. This indicates how many readers shared your blog posts on their social media accounts. This can also help to gain more traffic for your content and increase overall awareness of your small business.

Get Help Creating Consistent Blogs With BCM

Without a doubt, the benefits of blogging for small business are many. Creating blog content can help increase search engine rankings, attract new leads, establish credibility with your target audience, and strengthen your reputation. The key to success is creating content that provides your readers with value and keeps them coming back for more.

If you’ve got enough on your plate by running your small to medium business, get in touch with the team at Better Content Matters. We know how to create content for humans that search engine bots can’t ignore. Let us help you create blogs for SEO and expand your reach.


Colton Hallabuk