March 11, 2013 at 1:55 pm

Business Blogging: Anatomy of a Blog

Business Blogging: Anatomy of a Blog

The Anatomy of a Dog Blog

Since we were on the dog topic – I couldn’t resist 🙂

aBusiness blogging is simple, if you approach it in the right way. This guide will assist you in crafting the perfect inbound marketing blog.

Preliminary Research & Planning:

  1. Choose your topic.
    Your topic should be relevant and solve a pain point that your target audience is trying to resolve. Should be relevant to the client’s product and service offerings.
  2. Get your keyword.
    Use Google’s Keyword Tool (unless you have Hubspot’s awesome keyword tool) to look up a keyword relevant to your selected topic. It should be low to medium competition and have search volume greater than 100 local monthly searches.
  3. Planning.
    You have to plan how your blog will flow in your head before you begin writing. Prepare an outline to determine your main points. Do your preliminary research online and jot down any information that may be helpful in creating your blog. (DO NOT PLAGIARIZE. Duplicate content is a big no-no and not a best practice in Inbound Marketing. It can affect rankings and the client may be penalized by Google! Any borrowed content should be linked to and credited appropriately.) Be sure that you’re directly addressing your reader’s problem in your blog.
  4. Find your tie in / hook.
    Humans respond very well to analogies. When you compare their problem to a very specific situation, it helps the reader better understand and relate. Use an engaging image to help get your point across or reinforce the analogy.
  5. Inspire, Enrage, or Educate.
    A blog should have a function and elicit an emotional response from your reader. Keep these three purposes in mind as you’re planning your blog and make sure that it accomplishes one of these goals.

Build your Blog:

  1. The Headline: The most important part of your blog. This will determine whether or not you readers click on and read your blog – so state your value here. Think of the takeaways and value your blog will give and craft a short headline that must include your keyword. Typically numbers in headlines work very well, as readers can quantify what the benefits of the blog. Example: 5 Must-Know Facts when Using Social Media for Business. (keyword: social media for business)
  2. Introduction: Use your tie in or hook or start with a very effective photo. The hook should make a claim, be funny, or generate interest. Make sure to write in your keyword in a way that transitions well with the text and does not read awkwardly.
  3. Body: Here’s where you’ll communicate your message. This is the meat of your blog. Your message is best communicated using bullet points or numbered lists. Your reader likes to know what they’ll take away from reading your blog. Be sure to make it easy for them to do that. Write simple, directly and re-state value in every point. Do not use jargon or get too specific.
  4. Conclusion/Call to Action: End by restating the value your communicated in the blog. Make sure you leave with a call to action and ask your reader to do something – comment, contact or download a related ebook or whitepaper. The call to action must directly relate to the blog content. Example: If you want to learn even more about social media for business, download our free guide: Social Media 101 for Business.

Click here for more tips from Hubspot on how to create a great blog.

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