How to write an effective blog

Posted on June 14th, 2012   |   Written by: Catherine   |  Post Categories: Business

Unlike a private blog, when you write a business blog, you’re writing specifically for people you want to be interested in your trade,  products and services. The key is, keep your blog relevant and write about what matters to you. Ask yourself if the topic is useful to potential clients, people in your industry and the general public. You can be candid, personal and even witty. But the goal is to engage your reader with something they value.

And while many excellent blogs focus on one topic only, doing this may paint you into a writer’s corner with nothing left to say. Unless your blog is your entire website, I’d suggest giving yourself a wide selection of topics – particularly if you plan to post daily.

Choosing a focus can be overwhelming and your mind may launch into overload! Brainstorming is a good way to avoid mental implosion. Sit down with a pen and paper and jot down anything which comes to mind about your business. Once you’ve done this you can refine your jots into subject areas and from subject areas into blogs.

Then breathe. Once I reach this point, I take my dog for a walk or sit down and relax with a latte. Doing something completely different gives you time to recharge before you start writing.

Ideas to get you started:
1. New developments in your industry

2. A road report from a business related trip

3. A book related to your business

4. A guest post from an industry leader

5. Why you joined a trade organization

6. Best answers to a question you pose on Twitter

7. Sage advice you’ve received about business or can give

8. Employee or customer recognition

Once your blog is written, here are some actions you can take:

1. Structure your blogs logically – Find topics which link to each other in a natural progression. This gives your readers continuity which keeps them coming back to your site to read more.

2. Respond to invitations from events and groups – Build audience for your blog. The good news is, with the substantial populations we have in Seattle we have a hometown advantage. If your blog is read in a larger city like Seattle, there’s ample opportunity for you to be invited to networking events or groups or add a forum to your site.

3. Inspire more followers – Though the number of followers a blogger has doesn’t necessarily ensure the blog’s quality, sponsors often weigh the numbers. It’s just a fact. Most bloggers with more followers will get more sponsors.

4. Initiate the conversation – Encourage interactive comments on your blog! Comments show others are reading your blog.

5. Make yourself look good – Appearance is the first thing a reader sees when they arrive at your site. If you’re on a budget, use photos or download free images to make it more compelling. You don’t need dancing funny faces or cheesy music – those slow your site down.  Just keep it easy to read, organized and uncluttered. Spell check, edit, and use titles, subheads, lists and bullet
points throughout your blog.

6. Get the word out! – Post to Facebook, Twitter, Delicious, Pinterest, Reddit, Blogger, Technorati and StumbleUpon. Add to LinkedIn and Diigo. Send via email, and print with PrintFriendly.

If you’re still stuck, read blogs you like and see how those writers maintain a professional tone while still being warm and accessible. Write as if you were having a chat over coffee with your readers. If you’re enthusiastic about your business it can’t help but show in your writing.  Or if you’re just too busy to blog, call Write Contact to write it for you. Either way, don’t get “blogged down!”

If you like this post, please share:


  1. I’m impressed, I have to admit. Rarely do I come across a blog that’s equally educative and entertaining, and without a doubt, you’ve hit the nail on the head. The problem is something that too few men and women are speaking intelligently about. I am very happy I stumbled across this during my search for something regarding this.

  2. Desmond Kuek says:

    Greetings! Very useful advice within this article! It is the little changes which will make the greatest changes. Many thanks for sharing!

  3. Great site you have got here.. It’s hard to find good
    quality writing like yours nowadays. I truly appreciate individuals like you!
    Take care!!

  4. Thanks for posting this, Catherine! Our gallery blog has a long way to go….now if there were only a way to find more hours in the day!

Leave a Reply

Recent Posts


Thank you to Catherine Lenox, who was the editor of this book. Without her, I am sure this book would fail to meet the professional standards I desired.

Read More Testimonials >>


Catherine Lenox
Or Fill out our Contact Form