
You’ve decided to start a business blog – hooray!
But now you’re staring at a blank Word doc waiting for inspiration to hit. Boo!
Maybe you read my post about why you need to start a business blog today and you’re feeling inspired. But perhaps you're also a little daunted.
I’m guessing that’s how you found your way to this blog which will give you an overview of how to structure your writing so that it'll be read.
Here’s what it'll cover:
1. Choose your subject wisely

When you only have a few hours in your week to write your business blog, it’s best to invest that time writing content that a lot of people are going to be searching for, but that not that many people have written about.
Keyword or key-phrase research is the best way to find these high-potential topics. You can spend a fortune on sophisticated keyword research tools such as AhRefs and Semrush but if you're just starting out I don't think it's necessary. Take a look at the free versions of those tools as they'll probably be enough. Alternatively I use one of the cheaper subscriptions offered by Ubersuggest.
Another free (and often overlooked) source of information is the “People Also Asked” section on Google. Scroll down past the sponsored posts and the first few results and you’ll see something that looks a bit like this:

It’s a great overview of questions people have been asking about relating to your industry. You can also look at Reddit and Quora to dig into those questions a bit more and identify any problems your potential customers might have. If you're selling a product, take a look at the reviews for similar things on Amazon or Etsy.
Of course, if you enjoy writing and have the time to cover lots of different topics that interest you, then fill your boots, but make sure the majority of your writing is focused on the topics that will make the most difference to your business.
2. Make it visually appealing

No one wants to open a blog post to be greeted with a barrage of text that’s hard to read and looks like an excerpt from a Thomas Hardy novel.
There are many ways to make your blog easier to read but if you want to make a good first impression when your reader clicks on your link, consider:
Use of subheadings and short paragraphs. Make the prose look easy to read – even a 3000 word article can be made to look digestible with the right use of font and space.
Use of relevant images that support the text - according to a study by Skyword, blogs that include relevant images are 94% more likely to be read than those without. Use a strong image to welcome the reader in, and then consider smaller images to break up the text depending on how long your article is.
3. Get to the point

According to HubSpot's 2023 Marketing Report, organic search is the main source of traffic to business blogs. This means that the majority of people reading your blog have arrived there because they’re searching for specific information.
If you don’t give them the information they’re looking for quickly, you can be damned sure they’ll be bouncing off your blog page, straight to your competitor’s more punchily written article.
Don’t let that happen! Avoid rambling introductory or explanatory paragraphs. If your blog requires some context setting, then consider including a short list of contents so that your reader can quickly skip to the info they need and then come back to read the full article.
4. Have a beginning, middle and end

There are oodles of psychological reasons for this, but suffice to say your readers want a clear beginning, middle and end to the information they’re reading. It makes them feel secure. We humans love a bit of structure and direction.
A clear narrative makes it more likely your reader will understand and remember information. When planning your blog, try scribbling a simple structure on a bit of paper to keep yourself on track.
There’s reassurance for the reader in having closure to an article, and it’s also more likely that they’ll remember the pertinent information if it’s all wrapped up neatly for them. Make sure they also know what you want them to do next (e.g. get in touch, visit my services page, order now….”
5. Weave story-telling into your prose

This maybe isn't "essential" but it is very helpful.
There have been several research studies undertaken that highlight the importance of storytelling in brand building.
Storytelling helps readers understand and recall key pieces of information, primarily because stories are inherently enjoyable which will keep your reader more focused.
There’s always a danger of veering off the point of your article when you start using a story, but if you always ensure it links clearly to your topic then you should avoid this.
Here are a few ways you can inject a bit of storytelling into your blog:
Share a personal anecdote that relates to the topic
Share a case study that demonstrates the key points you’re making
Use a metaphor or analogy to help illustrate a complex or intangible point
Create a visual image in the mind of the reader. Take a look at my short intro paragraph – it’s a very small example of this but shows you don't need anything fancy.
Still a bit overwhelmed?
I get it! It's can feel time-consuming to apply all of this stuff. If you want me to take your blog off your hands then I'd love to help. Take a look at my blog writing services or send me an email to arrange a free initial chat. Hiring a professional blog writer shouldn't break the bank and it could make all the difference to your content marketing strategy and lead generation.