Business blogging: the definitive guide 2018

Get results with business blogging content and ZERO ads

Business blogging: the definitive guide

Do you have a website but almost no visitors? Want to drive interest in your product or service without paying for ads?

Follow my step-by-step guide to business blogging and watch your website attract more relevant business-to-business (B2B) customers – all without spending anything on ads.

The guide is completely free and you don’t have to opt in to get any of the content.

  1. (Before you start, you need a website)
  2. Adopt the 30-month mindset
  3. Consider your ideal audience
  4. Nail your brand values in 5 mins
  5. Think about time constraints
  6. What should you write about?
  7. Write the messy first draft
  8. Find the right post length
  9. Improve your writing
  10. Know your image sizes
  11. Create and embed videos
  12. Add captions to your videos
  13. Squash typos and errors
  14. Get indexed on Google, fast
  15. Share your content on social media
  16. Republish to get more eyeballs

If you’re new to the idea of blogging, let’s get some basics out of the way. What is a blog and how do you create one?

What is a blog?

A blog (from the term ‘web log’) is the part of a website that’s used to publish articles on any given topic.

Individual articles are usually called blog posts.

Blog posts are visually similar to normal web pages and are made up of text, images, video and other features.

Unlike normal web pages, blog posts usually include:

  • a named author
  • a date of publication
  • a section for comments from readers

Blog posts can also contain other items that tend to be found only in this type of content, e.g. social sharing buttons, category labels, links to other recent posts.

How do I create a blog?

There are completely free blogging services available such as Blogger, but if you’re blogging to support your business then it’s far better to run a blog as part of your main website.

If your website uses WordPress or any other such Content Management System (CMS), you’ll be able to start creating blog content straight away.

What if I don’t have a website at all?

If you run a business but don’t have a website, think about what potential customers might do if they can’t look you up online. Often, the answer will be that they look somewhere else. You don’t want that to happen to you.

Check out part 0 of this guide for more: Want to blog? You need a website

Did you know?

  • Average time to write a blog post: 3 hours 28 minutes
  • Average word count of a blog post: 1151 words

Source: Orbit Media Studios survey of 1000+ bloggers

OK, I have a website and the capability to blog – now what?

Good, the rest of this guide is for you.

Now, just because you have the capability to blog, does that mean you ought to do it? I say yes because I’ve seen the benefits of doing so for my own business.

Let’s look at those benefits.

What are the benefits of blogging for business?

Business blogging can:

  • improve your chances of being found on Google
  • increase the web traffic to your site
  • build more trust with readers
  • generate more leads and sales
  • reduce your ad spend to ZERO

Did you know?

75% of B2B executives surveyed by Demand Gen agreed that “relevant content that speaks directly to our company” was a crucial aspect of a vendor’s website.

Source: Demand Gen B2B Buyer’s Survey 2017

Look at my own stats for evidence of how creating good content on a regular basis has increased my web traffic:

Year Blog posts Page views
2012 0 1171
2013 0 1194
2014 15 4422
2015 10 5822
2016 37 21,838
2017 49 53,580
2018 29 103,970

My projection for 2018 is to break past 100,000 views. This is all happening because of creating and sharing quality content.

Business blogging has led to a huge increase in page views to the Espirian site

Page view stats 2012–2017
Business blogging results

The methods in my business blogging guide helped me become Google UK’s number 1 ranked provider of technical writing services.

I’ve now written 100+ articles for my own site and many more pieces of content for B2B clients.

All of that experience has gone into this business blogging guide. And it’s free!

Did you know?

  • 71% of B2B buyers consumed blog content during the purchase process.
  • 74% of B2B buyers shared blog posts with their colleagues.
  • 78% of B2B buyers consumed 3 or more pieces of content before engaging with a salesperson.

Source: 2018 Content Preferences Survey Report

Ready to move on with the business blogging guide?

BitmoJohn Yes

The first step of the guide is called the 30-month mindset.

(At the end of each step, there are previous and next options to help you move through the guide.)

Andrew and Pete

Andrew and Pete
The fun marketing duo

We always use John's blog as a perfect case study of how to blog to get results.

His blogging strategy has firmly built up his reputation and ranking to be number one in his field.

You'd be wise to follow his advice on how you can do the same.

Janine Capaldi

Janine Capaldi
LinkedIn Lead Generation Coach

What makes John's blog stand out is that it is purely built on tried and tested fact. It's not just someone's vague opinion but evidence based practical 'how to's to help you build your business online.

I've implemented a tonne already but I can't keep up, the man just keeps dishing out the good stuff!

Want relentlessly helpful emails? Join Espresso ☕️

Get writing tips, branding guidance, LinkedIn advice, free ebooks, discounts on consultancy and more.

💙 638 digital caffeine fans

🍩 No spam or the doughnuts are on me • privacy

Who wrote this?

John Espirian freelance technical copywriter

John Espirian – the relentlessly helpful technical copywriter

I write B2B web content, blogs, user guides and case studies – all aimed at explaining how your products, services and processes work. I also offer LinkedIn profile critiquing and rewriting.

I work from home in Newport, South Wales and support the (formerly) mighty Liverpool FC 🔴⚽️

PS. Still looking for more? Check out my #UnclogYourBlog posts on Twitter and LinkedIn.