How to Write Blog Posts for Your Company

First, decide what type of blog you want to write. Do you want to write a how-to or instructional blog? Or do you want to persuade the reader to buy your business’s products or services? You need to decide this early because the language used in these two blog types is completely different. Instructional blogs should use simple, easy-to-follow language and give direct commands or advice, while persuasive blogs should use more emotive language.

Choosing the right type of blog post helps keep your communication on track and ensures your message doesn’t get diluted. When you try to mix too many objectives in a single blog post – such as an informative thought leadership piece that also aggressively pushes sales – the content can appear unfocused and may not deliver the results you want. Deciding first on the primary goal of your content can better guide your choice of structure and overall approach.

Using the wrong type of language in a blog will feel jarring for your readers, so take time to consider what you want to achieve before you start writing.

You probably already have a good idea who your target customer or market is, and it’s important to use language that reflects this demographic. If your target market is over 60, there is no point talking about the struggles of being a millennial in the 21st century because it won’t resonate with them (and might even put them off using your products or services). 

When creating company blog content, keep your specific audience in mind. Defining your audience in broad terms (e.g., “college students” or “retired adults”) isn’t enough. If you want to boost your conversions, you need to narrow your focus even more. 

Making use of character profiles that include names, occupations, and likes and dislikes can help make your writing more authoritative and relevant to the person you want to influence or help. Take your targeting efforts a step further by focusing on the industry, role, problem, and business stage of your audience to reflect their search intent more accurately. 

For example, take a title like:

“How to Improve Your SEO Strategy” 

It may offer valuable advice, but it’s too vague to signal relevance or urgency, so readers might not click on it. The title doesn’t grab attention by indicating who it’s aimed at, what kind of SEO it covers, or the specific problem it addresses, which makes it easy to overlook. 

A more targeted, high-intent version might be: 

“How SaaS Startups Can Increase Free-Trial Conversions in Their First 90 Days” 

This clearly defines the industry (SaaS), business stage (early growth), and problem (low trial conversions), so it’s far more likely to stand out and attract readers who are actively searching for those solutions.

Another example of a heading that can be improved with a little tweaking is:

“Tips for Better Email Marketing” 

While better email marketing is a topic many readers may find interesting, the title and vague promise of “better” are not enough to compel most people to read the introduction. Compare that with this more specific and focused title:

“How Ecommerce Brands Can Increase Abandoned Cart Recovery Emails by 25%” 

This will catch the eyes of readers who are searching for a way to solve this exact problem and encourage them to read on to the end.

Once you decide what type of content you want to write and define your market, start thinking about what you want to say. This can be the hardest part, so begin by getting your ideas onto paper (or onto the screen). At this stage, it doesn’t matter how cohesive they are; you can refine them as you go. There are several ways to develop a constant stream of blog ideas, such as mind mapping, which can improve your creativity.

You can then organize these ideas into a more structured form. In this outline, you can identify your main points and expand on them with any supporting subpoints. Creating an outline before you start writing will keep your content focused, help you avoid repetition, and make the whole process much easier and more enjoyable.

Like most companies, yours might be incorporating AI into its workflow. AI writing tools can be a helpful starting point for content creation, especially during initial steps such as brainstorming or creating an outline. However, while AI tools can improve your scalable content production and streamline your writing process, human editorial oversight is a must. In addition to reviewing for errors, your editing team can refine your AI-generated content, confirm accuracy, and tailor it to your target audience. This combination of machine efficiency and human insights allows you to make the most of AI tools while speaking directly to readers in your unique brand voice.

In the ocean of blogs, it’s vital to stand out. The internet has been around for nearly 40 years, which means there are likely many blogs on the topic you are covering. This doesn’t mean you shouldn’t write about that topic, but you will have to be creative in how you approach it.

One of the most effective ways to stand out is to refine your scope. Generic articles often try to appeal to everyone and end up resonating with no one. A more targeted approach allows you to explore your chosen topic much more deeply, provide actionable advice, and offer practical, real-world examples.

As humans, our brains are hardwired to notice patterns. Research suggests that this ability is part of our evolutionary development. Because of this, breaking a pattern or doing something outside the norm is memorable. For example, when writing a list-based blog, choose an unusual number. The more perceptive of you will have noticed that there are seven points in this blog. We are used to seeing lists of 1, 3, 5, 10, or multiples of 5 or 10, so when something different is presented, it catches our attention. 

And that’s what you want to do: capture your audience’s attention. Studies suggest our attention spans are shrinking, so it’s more important than ever to create memorable and eye-catching content. Of course, this only works for list-based blogs, but there are plenty of ways you can find a unique angle for your blog.

High-quality, original blog posts can also directly impact reader engagement and keep website visitors on your page for longer. Readers are more likely to share content that includes specific examples, concrete data, and clear explanations with their networks, which can organically expand your reach to new audiences.

It might be tempting to churn out blog after blog in the hope that one will catch your audience’s attention, but this can have the opposite effect. Too many low-quality posts can hurt your brand image and negatively impact revenue. If you want to hook potential customers after they land on your site, your brand reputation matters more than the amount of content you publish. Potential customers value trust and authority when making a purchase. One survey by Salsify found that 68% of consumers will pay more for products from brands they trust. 

Obvious factual errors will destroy any credibility you have tried to build. Poorly written and researched content can also damage your SEO. Google’s Helpful Content Update, launched in August 2022, prioritizes people-first content over generic, low-value content. The algorithm reduces the visibility of sites with unoriginal or unsatisfying content while promoting unique, helpful material that fulfills user search intent. 

Blogs are more than their written content. Make sure you also choose the best blog post structure to get noticed and boost your SEO. Start with a clear, specific title that reflects high-intent search (e.g., one tied to an industry problem), and include strategic headings that address specific pain points and solutions (e.g., Strengthen Trust With Case Studies and Social Proof or Align Your Landing Pages With Buyer Intent). 

Low-quality content not only lowers your chances of landing in a top spot on Google results pages but also makes you look like you don’t know what you are talking about (and who would trust someone like that?). This type of content is ineffective and expensive, draining your team’s time and resources, wasting valuable production funds, and creating a bottleneck in your content production process. Losing existing customers and having to attract new ones can also cost you in the long run. According to one report, over the last five years, customer acquisition costs have increased by nearly 60%, and businesses now lose an average of $29 for every new customer acquired.

Focus on crafting quality, actionable content that helps your audience address their struggles, builds trust, and keeps them returning to your brand.

In a similar vein, you must ensure any writing you put out is grammatically correct and error-free. When you create lots of content, it’s easy for mistakes to slip through. But nothing destroys readers’ trust more than a spelling mistake that a basic spellcheck should have caught. According to a survey by Zendesk Blog, more than half of consumers will switch to a competing website after only one bad experience. Errors in content – including grammatical issues, misleading or inaccurate data, confusing phrasing, and poor formatting – can all contribute to a poor user experience and push readers to seek out your competition. 

Everything you write should be proofread to check for spelling, syntax, and grammatical mistakes. It’s a good idea to get someone else to proofread because writers often read what they think is there rather than what is actually there. This is sometimes called writer’s bias. You could have a dedicated proofreader or outsource the work to a proofreading service (like Proofed). Whatever you decide, make sure your work is error-free or you risk losing clients.

Writing is a challenging skill to master because it is subjective. There are grammatical rules you should follow to make your writing readable, but sometimes, these rules can be broken to achieve a specific effect, such as reinforcing your brand voice. Think of your brand voice as your personality. It can be funny, professional, clever, etc., and it shines through the most in the content you produce. Knowing when to break these rules to project your brand voice takes time, but practice makes perfect. There are many great resources that can help you and your team improve your writing skills, but nothing beats practice.

Writing regularly has other benefits, too. Nesslabs.com found that writing about any topic can improve your happiness, resilience, gratitude, and communication skills. In addition to producing high-quality content, your staff will likely be happier. More engaged staff can create a more positive work environment and boost productivity. Studies suggest that happy employees can be up to 20% more productive at work than unhappy ones.