8 good reasons to have a business blog – for B2B and B2C companies

Whether you have a small or medium-sized business, a sole proprietorship, own a restaurant, or have an online store, there are many good reasons to start a blog for your business. 

A company blog helps strengthen your brand in many areas and can both increase traffic to your website, boost interest in your business, and over time, lead to an increased number of conversions as well as qualified leads for B2B companies. 

Is all this possible? The answer is yes! Let’s take a closer look at why your business should have a blog. We have written a list of 8 good reasons, so go ahead and read on!  

What is a business blog? 

First let’s get down to the basics and answer, what exactly is a business blog? 

The simple answer: A business blog is a page on the company’s website that contains blog posts with content relevant to the business. 

However, a business blog has some more defined boundaries and other criteria compared to a regular blog. 

What is the difference between a business blog and a regular blog? 

Many of us might hear the word “blog” and think of what a blog originally started as: a personal space on the internet where someone could write posts about life, experiences, thoughts, and chosen topics. 

Individuals can still create a blog today and write about whatever they wish. Blogging has become a large phenomenon with many variations, and there are really no limits to what you can create. Whether it’s a niche blog about a specific hobby like fashion, art, or gaming, a travel blog, or just an online diary, a blog can be a fun and useful tool for many individuals out there. 

A business blog is a bit different.  

Here are some key differences between a business blog and a regular blog.  

A business blog: 

• Should keep the content within its industry and field. 
• Is often more professional, with an industry-related focus instead of personal opinions. 
• Typically includes content such as industry news, tips and tricks, deep dives into the company’s products and services, customer stories, product updates, guides, and expert discussions on topics relevant to the industry. 

In addition, a business blog can also have diary-like posts that discuss what’s happening within the company, and there are several reasons why this can be good and strategic content for a business. We will return to this in our 8 good reasons to start a business blog. 

What does it take to create a good business blog? 

A good business blog needs to have quality content that is useful, interesting, and insightful for the company’s target audience. 

Here are three key elements for creating a successful business blog: 

• A good idea of what content resonates with your target audience. 
• A publishing plan (or at least an idea of how often you can publish). 
• A team or an employee who can work regularly on the business blog. 

In other words, a quality business blog requires some effort and a good plan. 

Now, you might be wondering whether it’s worth spending time and resources on this during a busy workday.  

We recommend reading through our 8 good reasons to have a business blog and making an assessment. No matter what type of business you have, we guarantee that the reasons also apply to your business! 

8 good reasons to have a business blog 

Now that we’ve reviewed what a business blog is and how it differs from a regular blog, let’s take a closer look at why you should start a business blog for your company! 

1. You build authority in your field

A business blog is an excellent place to show your target audience that you know what you’re doing. You can use your business blog to write quality and up-to-date posts about topics, themes, and relevant issues related to your industry . 

When you do this, you prove to your target audience that you are an expert in the field, increasing your credibility and authority. This can make the difference in whether a potential customer chooses to buy from you or from your competitor. 

Some examples: 

• A dentist can write blog posts about the causes of tooth sensitivity, a guide to proper brushing techniques, or what to expect when purchasing teeth whitening. 

• A shoe store can write blog posts about the different types of insoles available, how to clean your sneakers, the ultimate children’s shoe guide for kids starting kindergarten, or why “everyone” loves these running shoes from a specific brand. 

• A B2B company that provides recruitment services can write a blog post with tips for good interview techniques, which channels different industries are active in, or a customer story about how they helped a large company hire 10 new colleagues. 

• A restaurant can write about the history behind the different dishes on the menu, what inspired the autumn menu, the benefits of locally produced ingredients, a guide to finding the perfect restaurant, and share recipes. 

  
All these posts show that the businesses that wrote them know what they are doing, and the reader will most likely come away with the impression that this is a trustworthy place to spend their hard-earned cash. 

2. Your target audience gets to know you better

Your business blog provides an opportunity for your audience to get know you on a more personal level. You can write posts for your business blog that provide your audience with an inside look at the company.  

Use storytelling techniques to blog about what a day at work look like for an employee, take the reader along on a product’s journey from order to delivery, go with an employee on an assignment, or share details about a team-building trip you’ve taken.  

Real people, smiling faces, and genuine stories often create a more authentic and lasting impression, helping potential customers see that you are more than just a logo. 

3. You attract new customers

By following good techniques for writing a quality blog post, your business blog is full of potential to attract new customers. Here are some of the reasons why: 

Increased visibility (SEO) 

If you have a well-crafted, thematic, and business blog written with Search Engine Optimisation (SEO) in mind, you ensure that it’s your blog posts that appear in search results when someone in your target audience searches for something relevant to your business. 

This leads to a natural increase in organic traffic, which in turn increases the likelihood of gaining new customers. 

Strengthening SEO on your website is so important that we’ve dedicated a separate section to it later in the article. 

Opportunity for CTAs 

If you add strategically placed CTAs (calls to action) in your blog post, your blog posts can serve multiple purposes beyond providing valuable content to your audience. 

For example, you can include a CTA in your blog posts encouraging people to subscribe to your newsletters. In the newsletters, they can be notified when new posts are published and receive information about offers, exclusive discounts, or news. 

If something you offer is relevant to the topic of the blog post, you can use a CTA to direct people there. A B2B company can also direct the CTA to a relevant landing page so you can generate leads.  

Increased authority with good information 

As mentioned earlier, a business blog helps build your authority. With an authoritative position in the market, it’s more likely that people will choose you over your competitors. 

You might have experienced this yourself: 

You’re looking for new hiking boots. You find hiking boots on several online stores, but one of them also has a guide on what to consider when choosing durable hiking boots. You get interested and read the guide. 

The guide is well-written, and you come away with several useful tips you hadn’t thought of before. You get such a good impression of the online store— which also has a CTA to the relevant hiking boots and a discount for subscribing to the newsletter— that you decide to buy your hiking boots from them. 

The information provided in the blog posts on the business blog also gives your target audience better insight into how they can use your product or service, making them more interested in purchasing than they initially were. 

4. Improve the chances that existing customers stay loyal

Many of the same good reasons that a business blog attracts new customers also contribute to increased customer retention. With an authoritative position in the market and a consistently updated blog filled with interesting content, you ensure that you remain relevant to existing customers as well. 

A customer who has had a good experience purchasing from you before might easily become curious about similar products you launch or suddenly discover that a product you’ve had for a while is interesting after reading a blog post on your site. 

If the existing customer also receives notifications via a newsletter or perhaps a social media post when you’ve written a new blog post, you can continue to stay “top of mind” to the customer over time. 

5. You gain valuable insights into your target audience 

A business blog filled with quality content also gives you a greater opportunity to get to know your target audience better. By using analytics tools like Google Analytics or similar, you can find important information about your readers’ preferences. 

For example, you can get an overview of which of your blog posts are visited most often, how much time people spend on the posts, which CTA buttons are clicked on, and where readers are coming from (whether they clicked through from your newsletter, social media, or had a direct visit). 

This insight is valuable because it gives you a solid foundation when assessing what type of content you should continue writing and what you might need to adjust. 

This way, you can continuously optimise your business blog while also having good ideas about what will interest your target audience in other areas as well, such as product descriptions in your online store, your marketing campaigns, or your landing pages. 

6. You strengthen your website’s SEO

Search engine optimisation (SEO) is one of the most important things you can work on to ensure your visibility online. A business blog can greatly help you on this journey. 

The purpose of SEO is to optimise your website in such a way that when someone searches for something relevant to your business, it’s your website that appears at the top of the search results. 

Some of the things you can do to strengthen the SEO of your website include ensuring that you have relevant and good keywords in your content, and that your content is relevant, informative, and valuable to the reader. 

A good and thematic business blog fills your website with more content that is relevant to your target audience. If the texts are written with SEO in mind, you increase the chances that it’s your blog post that appears at the top when a potential customer searches for something. 

This is not only an advantage when the customer is specifically searching for something to buy, such as a dentist appointment. 

Perhaps the potential customer is wondering why their teeth are sensitive – searches for this in a search engine like Google – finds a blog post from a local dentist about the causes and treatment of tooth sensitivity – and notes that this is the dentist to visit if the sensitivity doesn’t improve. 

SEO is a large field, and there’s much that can be done to improve the SEO of your website in general. Here are our 25 best SEO tips. 

7. It’s good marketing

There are many reasons why a business blog is an effective form of organic marketing itself. We’ve already covered several of them in this article: you drive more organic traffic to your website, strengthen your SEO, highlight your expertise, and allow your target audience to get to know you better. All excellent ways to build your brand trust! 

Additionally, a business blog can serve as effective marketing for your products and services because you can mention them both directly and indirectly in your blog posts. 

In a direct approach you could write: 

• A blog post about 5 situations where your product is a genius solution. 
• A guide on how, with the help of your product, you can solve an everyday problem more easily. 
• A step-by-step story about how your service works and how your employees are involved in each step. The possibilities are many. 

With strategic CTA buttons added, each blog post can be an effective marketing tool for your products and services. Blog posts can serve as advertisements that lead to a sale, content that generates leads for B2B companies, or a teaser to convince people to book a table at your restaurant. 

However, remember that the content should primarily be useful to your target audience. No one likes having products or offers shoved in their face, but most people appreciate information they find useful or entertaining. 

It might be a good idea to ensure that your business blog offers some variety so that not every single blog post is a product advertisement. Instead, give readers a broad selection of expert discussions, news, insights into the company, and general information. 

8. It helps to keep your website alive

Your company’s website is the best online representation of your brand. To use it optimally, your strategy should include keeping the website dynamic and “alive.” A dynamic website receives regular updates and shows visitors that this is a site that is well-maintained, with up-to-date information and an active, engaged business behind it. 

A great way to ensure a dynamic website is by having a business blog where posts are regularly published. Not only does this create a good impression for visitors, but it also gives them a reason to check the website regularly for new posts. 

Additionally, search engines like Google reward websites that are regularly updated with relevant and fresh content. It’s an SEO boost that always comes in handy. 

What should you blog about? 

 Now that you’ve read the 8 good reasons to start a business blog, you might be eager to get started. But what should you blog about? 

The possibilities are many! Here are some suggestions to help you get started: 

• See if any of the suggestions in this article can be adapted to your business. 
• Conduct a competitor analysis to see what your competitors are writing about. 
• Look at questions your customers often ask and consider if any of these questions can be answered in a blog post. 
• Search globally for inspiration from the biggest blogs in your industry. 

Feel free to create a note that can serve as an idea bank for your content! 

Start your business blog today! 

We can confidently say that there are many reasons why a business blog can strengthen your brand, help you better connect with your target audience, and increase conversions! We hope our 8 good reasons have inspired you and given you the little boost you needed to get started! 

Is your company planning to create a website? WordPress is an excellent CMS to use if you want to have a business blog as part of your website. 

At one.com, you can choose Managed WordPress to get a WordPress website completely stress-free; we ensure that the site is regularly updated, vulnerabilities are monitored, and the support you need is available 24/7. 

Already have a WordPress website? Then you can read our article on how to create a blog in WordPress.