How to Write a Blog to Market Your Business [2020]

Updated: Jun 15

  1. Blogging in Context to Marketing

  2. How to Write Blogs That Provide Value

  3. The Purpose of Blogging

  4. Examples of Great Blog Posts

  5. Top 7 Blogging Facts You Need to Know

  6. How to do Market Research

  7. How to do SEO for Blogs

  8. Blogging Best Practices

  9. Communicating with a Blog Client [BONUS]

Blogging can be a very vague task if we do not understand how it is used in marketing. Questions that may come to mind include, what do I write about, who do I write for, and how can a business or myself grow from text on a webpage? The good news is, all of these questions have answers. There must be a reason why fortune 500 companies are writing blogs for their marketing efforts, right? To learn how to write a blog it is crucial to understand that blogging is part of content marketing and content marketing is one element in the marketing strategy. Therefore, we must grasp blogging in context to marketing to be able to write high-value articles that grow business.

Blogging in Context to Marketing

You may know the following, however, it is essential to refresh ourselves on the topic. Marketing is to encourage or promote consumers to buy products or services. There are four stages to marketing, and these stages are named the conversion funnel (see below). The first stage of the conversion funnel is awareness, the second is interest, the third is desire, and the fourth stage is action. The highest level in the funnel is awareness; a business needs to achieve awareness before they can reach interest and so forth (awareness is often referred to as brand awareness). The highest stage contains the consumer’s furthest away from making an action (action is typically a purchase, but it can be other goals- e-mail signups). 

The following is an example of the customer’s journey to buying a product or service. First, the customer acknowledges they are hungry and need to eat food. In this case, the customer knows and wants Pizza. They think, what are the pizza brands I know (awareness)? Well, I know ABC Pizza, YUM Pizza, and Joe’s Pizza because I saw TV ads from them. After that I develop an interest because I crave pizza, I am hungry, and I know the brands. I remember reading a blog that ranked ABC Pizza highly compared to other pizza restaurants. Plus, I read how they make their home-made Italian pizza sauce; such reasons further my interest. Reading positive online reviews and receiving a coupon for ABC Pizza creates a desire for me to buy. Then I act by purchasing the pizza via calling, ordering online, or going in-store.Action is the lowest stage in the conversion funnel, and after that point, a business will encourage loyalty.

Moving on, marketing strategy is the plan to move consumers through the conversion funnel. A marketing strategy involves various advertisement channels, for example, traditional TV ads, PPC ads, content marketing, organic social media, plus there are even more channels to use. A marketing strategy is unique to every business and its specific needs. Data is involved in the marketing strategy to target people similar to the business’s ideal customer. A successful marketing strategy should reach target demographics with various content and offers tailored to them.

As we learned, blogging lives within the content marketing advertisement channel in the marketing strategy. Content marketing is great for creating awareness and interest due to the entertainment and or informational value that it provides to consumers. Think about a tech unboxing video- it captures our awareness and interestfor a product (for example, unboxing a new Apple product on YouTube). Similarly, a blog can do this by providing consumers with informative, entertaining, or new information. For example, a real estate company could write the blog “5 Things You Need to Know Before Buying Your First Home” to provide informational value which raises awareness and interest in their brand. The purpose of content marketing is to generate awareness and interest and that is where it falls within the conversion funnel. Therefore, the goal of blogging is to increase brand awareness and interest. A business must achieve brand awareness amongst consumers if they want to sell to them.

How to Write Blogs That Provide Value

Blogs must always provide valuable information to a target demographic. Blogs that are ‘salesy’ will always fail. Again, blogs are not for selling, no sales pitches or pushes! Imagine you are looking up how to cook rice, and you find a how-to blog by Uncle Bens (rice brand), however, throughout the article, they are selling their product. You will most likely recognize the sales tactics and are left with a poor impression of the brand. Besides, you were not looking to make a purchase when you were searching up how to cook rice- you wanted a tutorial on how to do that (the Uncle Bens blog would lack value to your needs). Blog readers, by nature, do not want to be sold to- that is extremely important to understand. Therefore, the most value that Uncle Ben’s could provide you is writing a blog that teaches you how to cook rice.

The Purpose of Blogging

If we refer back to the conversion funnel, we know that a business will write a blog as part of their marketing efforts and strategy. We also know that blogging is for creating awareness and interest.

Therefore, people or companies will write blog posts to introduce new consumers to their brand (awareness) and to create hype (interest) for their product or service. Publishing blogs consistently improve website SEO and increases web traffic.

Examples of Great Blog Posts

When writing blogs, keep in mind the blogs you read and what pulls you.

Observe the structure/design of the blog posts, the use of images and links, the spacing, the title, the text styles, the word choices, and anything else that grabs you.

Top 7 Blogging Facts You Need to Know

  • 77% of internet users read blogs regularly.

  •  80% of people read only the headline of your articles.

  • Articles with images get 94% more views

  • 36% of people prefer list-based headlines.

  • The median average time spent reading an article is 37 seconds

  • Blog titles with 6-13 words get the most consistent amount of traffic and hits.

  • If a blog post is more than 1,500 words, on average it receives 68.1% more tweets and 22.6% more Facebook likes.

How to do Market Research

Before writing a blog thou must do market research.

To write blog posts that are valuable for readers, research and familiarize yourself with the industry you want to write about. The goal of market research is to find topics to write on. You want to feel comfortable writing 1500 words on the topic. We need to write blog posts that provide consumers with the information they are already searching for and write blogs that attract consumers interested in the business.

Use the following tips in combination with each other for the best results.

1. Ask Questions to the Client to Discover Blog Topics

  • Tell me about your business?

  • What are your customer demographics?

  • What are the top Google keywords that you want to rank for?

  • What topics do you feel are necessary to blog?

  • What is the most crucial aspect(s) of your brand?

With your questions, seek to understand the needs and requirements of your client. Take the time to learn the business and industry.

2. Use Google and YouTube Search Results to Find Blog Topics

You can use Google and YouTube search results to know what articles or videos are thriving now and that are related to the topic you will be writing. Read the articles that are similar to the blog you will write to get some inspiration.

3. Use Google Trends to Spot Blog Topics

Use Google Trends to find out the top trending and relevant topics in a business niche. With this tool, we can search for anything related to what you would like/need to write. For example, you are drafting an article about dogs but you can’t quite think of a topic to narrow down on. Search ‘dogs’ in Google Trends and receive real data about trending topics within the dog industry. The software shows you related topics and search terms to ‘dogs’ as well as displaying search volume graphs. It is easy to tell if a topic is being searched more or less, over time.

Write down blog ideas that interest you and are backed by data. Continuing our example, when I search ‘dogs’ I found a topic called ‘dog booties’ which are shoes for dogs. Google Trends tells me they are a breakout topic meaning searches are way up. The data tells me over the last 12-months this topic is skyrocketing in searches. I did a quick Google search and found out they are specifically non-slip dog shoes. That will be my blog post topic; Top 6 Non-Slip Dog Booties for Big Dogs.

Tip: Use the Country drop-down in the top right corner to get results tailored to your area. Google Trends default location is the United States.

How to do SEO for Blogs

Keywords Everywhere Tool

We can use the Google Keywords Everywhere tool to get related keywords of any topic we search for.

Google Analytics

The right keywords are vital; make a list of keywords that consumers use to search for products or services similar to your client’s products or services. If your client has Google Analytics, use this data to help create a list of keywords. You can use the Google Keyword Planner, Google Keywords Everywhere tool, or Google Trends to verify the most searched keywords related to your client’s business. Place keywords strategically throughout your blog to ensure you optimize your post for search engines. Do NOT keyword stuff- this will do more harm than good.

High-Quality Links

It is also important to include high-quality links throughout your blog (links to other websites). Google uses high-quality links to determine the SEO and the quality of the blog. The best way to explain this is in an example; I am writing a review blog about a specific bicycle, and I will link the exact bike shopping-page, a review of the bike on youtube, and the specification of the bike throughout the blog post. All of these value-added content/ links benefit the reader and tells Google that our blog is high-quality.

Image SEO

Equally as important is image SEO. Optimize your images for search engines before uploading them! The file name should be descriptive, keyword-rich (and words separated with hyphens). The alternative text is read by the computer for those who are unable to see your images. Ensure that you include these on any image or video you use in your blog post. Visit the link to learn more image SEO.’

Blogging Best Practices

Topic & Title

Pick a topic and explore various potential titles for your blog post. Remember to utilize keywords in your title. Create a captivating hook; your blog title is the first impression, and remember that 80% of people only read the headline! Ideally, keep your blog title 70 characters or less- if the title is more than 70 characters, it will get cut off by Google search results and display a partial title. Consider these two titles: A– “Use Olive Oil to Fry Your Egg” and B-“This One Ingredient Makes Frying 10 Times Better.” Which captures your interest more? A or B? Your headline should create interest- you only get one chance.

Search Engine Optimization

Refer to ‘How to do SEO’.

Categories & Tags

Ensure that you ‘tag’ and ‘categorize’ your blog post effectively so that consumers can easily navigate through blog posts. Categories are broad topics and tags are specific like keywords or search terms.

Blog Length

The main goal is always to provide value to the target reader. You do not want the blog to be too short where it has no depth. On the other hand, you want to avoid writing long, dull posts. The ideal blog length is 1500+ words, although in a few exceptions a blog may be shorter.


You must add images and or videos to your blog post to create easy reading and improve SEO. Ensure photos are owned by the client or are stock images and credit the source. Unsplash or Pexels is a good source of stock images.


It is always helpful to be inspired by other people’s work; there is a saying, “good artists copy, and great artists steal.” However, be respectful and always cite your sources at the bottom of the page.

Communicating with a Blog Client

Once your blog post is ready, you will need to share it with the client through a Google Drive or another remote-sharing software. That is so the client can add suggestions and or edits. Google Drive has an amazing feature where you can share the document with the client; though, they can only add comments. Again, it is key to remember that not all client suggestions require implementing. Include the following in your Google Document:

  • Title(s)

  • Subheadings

  • Body text

  • Format correctly

  • All the relevant keywords at the end of the document

  • Stock images

  • Categories

  • Tags

  • Sources

Remember that you are the expert! The client is working with you because you know how to write blogs. The client will want many things done, and it is your job to direct their needs into blogs that will provide value.

A little miscommunication can lead to delays and failed results. As you create content, keep everyone in the loop: the client, project lead, and web developer. Email and phone are often the most beneficial ways to communicate with the client. However, it is best to do the first meeting in-person before the project starts. Come to the meeting prepared to ask questions and get vital information. Meetings can often become unnecessary when they are ill-prepared.

Again, the goal of blogging is not to sell a product or service. It is helpful to remember that while managing the client relationship. It will allow you to communicate what they can expect out of the blogs (brand awareness and interest, website SEO, increased web traffic). Additionally, the client will know how they can manage and measure the success of the blog.


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