Blogging is one of the most effective ways to attract new visitors to your website. In fact, for businesses that blog, it is the most effective way to generate new leads. This is called inbound marketing. Writing a good blog is actually not that difficult. However, there are some important guidelines you must adhere to in order to become successful.

Sharing your expertise, insights and experience
Anyone who has expertise on a particular topic can, in principle, blog. It’s a lot of fun and can be very satisfying. You share your thoughts, vision or useful tips and experiences with the rest of the world. If you do this well, the ultimate reward is that the article is shared via social media such as retweets on Twitter, or likes on Facebook. But comments from readers at the bottom of your blog are also a nice reward. Every reaction, both positive and negative, provides you with new insights.

How do you write a good business blog article?
The target group
Lesson 1: you don’t write for yourself but for your target audience.

This is one of the most important rules of successful blogging. The better you are able to address a specific target group, the better the result. The trick is to empathize with the subjects and themes of your target group as well as possible. What is their concern? What questions do they have? How can you best support them in making choices? Learn how to create Buyer personas before creating blogs. This helps you a lot in your writing as you know exactly who is producing your blogs for.

The subject
Lesson 2: Write about a topic that you are passionate about.

Address as many current issues as possible, something that is currently going on or is relevant to your target group. It also helps to think ahead. What is the impact of this development or event in the short and medium term? Great way to get and keep the attention of your target group.

But the most important thing is of course that you broach a subject that you know about and that your target group needs. Provide new insights or more information about the topic. Where does your blog stand out from all other content on this topic? This is a confronting question that you have to ask and answer yourself.

Main conclusion:

Write about topics and people and no more for keywords and rankings!

Ask your customers what information is important to them
Write about topics you have ever written whitepapers on, for example
Write about developments within your market or about product innovation
Do a brainstorming session with colleagues
Do research
As soon as it is clear what the topic of your blog will be, you start doing research. This is very important because even though you are the expert on this topic, your future readers will always see things from their own point of view. As mentioned, try to research how the theme has already been written about. And remember: writing for a large audience also requires as much empathy as possible with the subject.

The structure
Start with an empty A4 on which you make a kind of word cloud. At least that works well for me. In this way you can let your creativity flow freely, sometimes it takes days before you have written down everything you want to name in your blog. That doesn’t matter at all. However, it is important to put this mass of separate words in a logical order. Use a clear structure so that you and your readers do not get lost in your story.

Come up with a catchy title
A clear introductory sentence, or: [
Make a point of view to elicit discussion.
Include an enumeration (works very well when sharing tips)
Use high-quality and sharp images to enhance your story
Come up with a catchy ending. Your Call to Action is important here. Tempt your readers to follow up, that’s what you’re doing it for! (“Next blog is about…, stay informed? Sign up for the newsletter, or social media”), or refer to your phone number or email to contact you directly.
Use H1, H2, H3, H4 tags with the paragraphs for reading and SEO optimization
Writing style
Here I have only 1 tip: develop your own writing style. Do your own thing, don’t be too formal in your communication. Even if you blog for business, write as personally and authentically as possible. For example, imagine explaining the topic of your blog to a friend in the cafe on Friday night. It will help you avoid using complicated jargon. Your friend, but also other people will most likely drop out of this. Assume that your target group is not nearly as familiar with technical terms as you. So when you write you move (as mentioned in the first point) like that

.