5 tips for writing an engaging blog post


In this post, we'll discuss why business blogging is so important. 

We'll run through some stats showing why you need to start blogging right now. But that's not all. 

You need to know about business blogging. But more importantly, you need to learn how to blog.

So we added a five-step guide to planning, writing, and promoting a blog from scratch.

It tells you how to research content, find the right keywords, write headlines that jump off the screen, and craft a compelling call to action that converts blog readers into loyal customers.

So why write blogs? 

Blogs are great for marketing, raising brand awareness, and increasing revenue.

A good blog will help you:

1. Drive more traffic to your website through keywords

Google loves fresh, original content packed with relevant keywords. And what Google loves, Google ranks.

SEO-optimised blogs WILL push you ever closer to that illustrious 1st page; it's why 72% of digital marketers say that blog and content creation is their most effective SEO tool.

2. Convert more leads

Business blogging will increase your lead generation rate. Fact.

Research shows how businesses that blog generate 67% more leads than those that don't. 

The best business blogs bring in 3X more leads than paid search advertising, and over half of marketers (57%) say they've attracted more customers just by blogging.

3. Create a personal connection with your audience

A Salesforce study found that 75% of senior B2B decision makers expect the companies they buy from to provide personalised content that anticipates their individual needs, and provides solutions.

And that's precisely what business blogging is all about.

4. Establish yourself as a thought leader

Creating content requires you to research the latest trends and keep up to date with industry news and developments.

You'll establish yourself as a credible source within your industry by writing regular blogs. You could become the go-to source for B2B buyers looking for updates on the latest industry trends, and many of these B2B buyers will share your content. Around 6 out of 10 B2B blog readers send helpful content to colleagues and other industry experts.

A creative photo showing a group of red pawns, next to a black pawn - depicting the black pawn standing out and leading the way

Five tips for writing an engaging blog post

We've covered the why. Now let's show you how. 

Here is a five-step guide to planning, writing, and promoting your business blog. 

Step one: Planning 

What are you going to write about? 

It's a big question with a straightforward answer. 

You're going to write about what your target customers are interested in. For example: 

  • What are their most significant pain points?
  • What business solutions are they looking for? 
  • What do they want that no business is giving them?
  • What keywords and search queries are they typing into Google?

You don't need to be a mind reader to know what your customers are thinking about.

For general research, start hanging out around their online watering holes. Facebook groups, online forums, trending hashtags, and popular newsletters will give you an insight into your target customers. 

Study the posts and, more importantly, the responses. They will reveal:

  • What products customers like to use or are looking for.
  • What questions or concerns come up frequently.
  • What problems customers are facing.
  • What's trending.

You now have source material for dozens of blog posts, but it would help if you had some keywords and search queries to help those blogs rank.

Google Trends and Google Keyword Planner are two keyword search tools that are free and super easy to use. 

You could sign up for a paid subscription with a keyword search tool, like SEMrush or Moz. It's a more expensive option, but these tools come with loads of cool features, including organic research tools that provide deep competitor analysis. And there's the keyword gap tool; it identifies the most popular keywords your competitors are not using.

Step 2: Writing the content

Avoid writing about general industry topics. Get specific. Get super-specific. Find your niche. This will help attract interested customers who are looking to buy or subscribe. 

A title like "5 top Edtech trends for 2024" is OK. 

But do you want just OK? Of course not.

It would be best if you had titles like this:  "The 5 top Edtech trends reshaping student-centred learning in 2024."

It's specific, niche, and value-driven. And that's precisely what top B2B prospects are searching for online.

Good blog titles lead to good blog writing. Having a (super) specific title, especially one that promises to answer a question or query, keeps your content focused and on point.

As for the actual writing, speak to your customers directly. Adopt a conversational tone, using words like you, we, and us.

And keep your sentences short, sweet, and jargon-free (when possible). Senior B2B decision-makers read blogs to be informed, they want clear answers written in plain English. They're (really) not interested in how many big words you know. 

And please (please!) proofread your content. Proofread it once, then run it through a spell-check tool or writing assistant like Grammarly, then proofread it again. Then ask someone else to proofread it. Then publish it. 

Spelling errors and sloppy grammar scream 'UNPROFESSIONAL.' And it makes you look bad.

A desk setup with a notebook and pen, laptop and mug

Step 3: Formatting your blog

Most blog readers don't 'read' the blogs they click on, instead, they skim them, scanning for the most relevant information.

Make it as easy as possible by using headings and subheadings to divide the text, guiding your readers to the content that matters most to them.

Paragraphs should be short and scannable. Keep them to three or four sentences, max. 

Use quotes, stats, and engaging graphics to give your content more authority. Tell your readers why you're so great, then show them stuff that proves it. This is how you persuade senior B2B decision-makers.

And use images. In fact, use lots of images. Blogs with seven or more pictures and graphics attract 116% more organic traffic. Incorporate video, too. They can increase your click rate by 83%.

Step four: Getting the close right

We're not writing blogs for fun, and we're not writing blogs to inform. 

We're writing blogs to persuade and drive more leads.

You want customers to share, engage, subscribe, and buy, so your blog needs a call to action (CTA) - an incentive to nudge your reader along their buying journey.

The best CTAs are concise, catchy, and full of active language that encourages action. CTAs should start strong with words like Click, Shop, or Join.

The best CTAs are risk-free. For example, "Sign-up for free today. No subscription. No credit card required".

They're exclusive; "Subscribe to our newsletter to see the latest deal 24hrs before anyone else".

CTAs that convert create a sense of urgency. So never be afraid to niggle your customer's FOMO. "Click this limited-time offer before it's too late!" You could even add a countdown clock next to it. How cool would that look?

Make your CTA stand out. Use bright, appealing colours. CTAs that look like buttons are the most effective. People love pushing buttons.

Some research shows that only 60% of people read blogs to the end, so think about placement. You should always have a CTA at the end of a blog; it's your closer. But you can also weave one or two into the content, especially under the sections that get into your customer pain points or product benefits. 

Step 5: Promoting and reviewing your blog

You've written the blog. Now it's time to promote that blog. 

An SEO-optimised blog full of valuable and original content will generate traffic organically by ranking high on Google.

But there are some extra and very effective ways to give your blog marketing strategy a boost, including:

  • Promoting your blogs on social media.
  • Posting in subreddit groups.
  • Posting in online community groups.
  • Linking it to answers in Quora.
  • Email campaigns and newsletters.
  • Guest posting on high-traffic sites.
  • Asking influencers or partners to share/link your content.

But the hard work isn't finished yet. Once your blog is out there, you need to keep a close eye on its performance. This identifies any content gaps or promotional channels you aren't maximising to full effect. 

You can filter blog-only traffic reports in tools like Google Analytics or SEMrush.

You need to monitor the following:

  • Organic traffic.
  • Average visitors per blog post.
  • Publish rate.
  • Keyword rankings.
  • Time on page.
  • Pages per session.
  • Bounce rate.

Business blogging can be challenging, but it is essential. If you haven't got the time or resources, book a free discovery call with AXD Agency today.

We're a specialist copywriting and content marketing agency with the expertise to plan, write, and promote industry-specific blogs for your target customers. 

Great content sets the best brands apart. Let's make you one of them.

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