how to write a blog for your business

a woman's hands are shown typing on a white Apple keyboard and desk.

It’s tempting to have everything on your website be a sell, sell, sell.

Whether you’re pitching your own expertise or selling products, you want those conversions! However, a constant stream of sales content can actually turn potential clients away. They may feel overwhelmed by a 24/7 pitch or just simply not understand WHY they should give you their hard-earned money.

Instead, create content that simply adds value, without a hard sell. To provide the most value, you’re going to have to give away a little information…for free.

the value of a blog for your business

There are three kinds of page content you can have on your website:

  1. Completely free content, like a blog post — it’s open to anyone online to read.

  2. Content behind an information wall — such as asking someone to input their email address for a free download, product coupon, or complimentary service.

  3. Content leading to a paid conversion — including sale of digital goods, physical goods, and scheduling paid services with your business.

Blog posts are an essential tool for all businesses, both service providers and e-commerce shops alike. Even if you’re only selling one product or are using your website as an online portfolio, have a blog. The reasons are twofold:

First, a blog allows you to show the breadth of your expertise or the value of the products you sell. Second, blog content gives you opportunities to capture more search traffic through targeted content.

For maximum value, you want to create content that answers people’s specific questions. If you sell shoes, don’t just write content about “women’s shoes” in general. There are so many shoe stores you’ll be unlikely to ever crack the top five google pages. Instead, write blog posts about the best women’s shoes for summertime travel, how to choose a walking shoe in your 40s, or the five best kids’ sandals for moms on a budget.

Similarly, if you sell a service or are trying to showcase your expertise, narrow in on specific things people need to know. Pick a fairly easy to grasp concept (or something you don’t like doing and would rather have clients do themselves) and write a primer on how it works. Heck, write several!

content ideas for business blogs

If you’re not sure where to start, ask some of your customers what they’d like to know about your business or industry. You could even ask friends/family — they might be unclear about exactly what you sell or provide, and it’s a great way to get a sample of what the general population might be wondering.

Some great evergreen (i.e. you can use them any time of the year) content ideas for any business include:

  • A comparison of three products or services you offer

  • A “good, better, best” comparison of three similar products at different budget price points

  • A roundup of the best products or services to meet a very specific need

  • Profile one of your customers and how they use your business’ products or services

  • Profile one of your vendors who has an interesting origin story or business model

  • Write more about your business mission and why you choose this approach

  • Create a weekly guide to using one of your products

  • Post a DIY video that relates to products and services you sell

  • Share a roundup of reviews and user-generated content from happy customers

how content creation helps to build trust

As your visitors begin to read your posts, your brand value will grow in their minds. It can feel weird at first to be creating content that doesn’t lead to an immediate sale, but ultimately, you are working to cultivate loyal repeat customers, not one-time purchases. By establishing yourself as a constant voice and continually placing your content in front of subscribers and followers’ eyes, your brand will be the one they think of when it’s time to purchase a product, engage a service provider, or hire a new team member.

You can share portions of each new content piece you create on social media, as well — one blog post can usually lend itself to 2-3 Instagram or Facebook posts. This will help you funnel customers from your social media to your website and back again!

Want to learn more? Listen to the Essential E-Commerce podcast for a quick, bi-weekly dose of tips & resources on the go.