Company business blog: how to write a good article
In this article, we will not deal with keywords, a catchy title, article structure, the need to write for people, not for robots. This has already been discussed in our other articles – you can read the material in the section of our blog
The elements described above are mandatory even for product and promotional descriptions, service benefits articles, company texts, and special offer advertisements. However, the properties of the company blog are slightly different from the rest, so you should adhere to the requirements.
Related content: How to write a good title for an article/post?
In the article, we will explain what task the right blog will solve: the criteria that affect the position of the blog on the search results page, internal and external linking.
What does a blog do for business
Users trust experts, but how do you prove that you are a pro? Positive feedback is not so effective in this case, but still useful. It is easier to show professionalism during a conversation with a client.
The blog is created just to show the company’s expertise in its field. You will demonstrate advancement, adequacy, erudition, the ability to work with information, and knowledge of the matter. As a result, users’ trust increases, and at the same time, the chance of contacting the company increases.
Related material: Content marketing: in an agency, with a freelancer or on your own?
What to write in an article for a business blog
Don’t suck materials out of your finger. Choose topics that you have studied along, across and diagonally. Here there are doubts, someday the topics will end. To do this, you need to continue to study the chosen area, this will help not only in the blog, but also in business. Look for material on the Internet, books and anywhere. Education is at the forefront. You will kill two birds with one stone: increase your professionalism and attract future customers.
If search robots for some reason doubt your expertise, then you can search for your blog at the very end of the search results.
You have already understood that blog articles should provide two types of information: a response to a user request and proof of the author’s professionalism. To make the text cope with the second task, add the following elements to it:
- own thoughts and theses;
- stories and examples from your experience.
We wrote above that it is more convenient to show expertise in communication with the reader. You can also communicate by replying to comments. To use this channel, at the end of the article, offer to write to you, launch a survey, ask users for their opinion. Then enter into active correspondence with page visitors.
Company promotion on search engines with the help of a blog
If you want to write an article for five thousand characters, and the material is enough for two and a half, do not add abstract stories, anecdotes, quotes, etc. Articles with such “water” do not go to the first pages of search results. Your task is to write a text that is fully consistent with the topic and title. If you wrote in the headline “5 recipes for traditional Italian salads”, write in the article only about salads. Do not write about the climate of Italy, sights, etc. Please note that search engines have removed character limits. You can write text for 10 thousand characters, for two or even for one.
Don’t bold keywords. Better put the key in a prominent place: in the title and first paragraph of the article. Highlight in bold type the phrases from which users will understand the essence of the article. Or put important points and quotes in frames. Look, the screenshot below shows an example of such a design. Make sure the highlighted phrases match the meaning of the title.
Do not replace text with screenshots. If you write an article with the structure 1 point – screenshot – 2 point – screenshot – 3 point – screenshot, search robots will not miss the article on the first pages of search results. Search robots don’t read screenshots. Therefore, describe the actions on the screenshot.
For an example, look at a fragment of the article “Contextual advertising for B2B: how it works and why not”.
The selection of keywords can be entrusted to the Wordstat service: just enter the topic of the article in different options in the search box and you will be offered a list of key queries from Yandex users. You can read more about how to use Wordstat in the article
Relinking articles for a business blog: what to do
Let’s discuss internal links. Do you know that internal linking of a site increases its mass? As a result, the chances of getting into the TOP of the issue increase, but the linking must be meaningful. The link text should obey the title no less than the rest of the article elements. If you write in the title about the sights of Moscow, do not write in the link: “If you want to know about interesting places in Vladimir.” The link should tell where exactly the visitor will go after the transition. Do not write “here”, “go here” in the link. Such links are meaningless.
If the site is young, do not rush to relink. Do it when there are enough articles.
Don’t buy dozens and hundreds of external links. Purchased links are banned by Yandex and Google. In addition, Yandex “merges” 96% of external links.
How to write an article for a business blog
- Use your blog for its intended purpose – show your expertise through it.
- Write about topics you know best. Constantly expand your knowledge in selected areas. Share your own thoughts and experiences in articles.
- People trust more those with whom they communicated personally. Therefore, invite users to leave comments. Answer all questions.
- Do not deviate from the chosen topic in the article. Remove water from the text.
- Do not replace detailed instructions with screenshots.
- Facilitate articles by bolding key points.
- Before linking, make sure that the selected articles are written on similar topics.
This material will help you implement content marketing in your company and write cool material. But wouldn’t it be better to turn to specialists who will build your content strategy and put it into action? Exiterra.com Digital Agency provides a content marketing service and will attract new customers to your business. More about the service → “Content Marketing”.
Author: Exiterra.com Digital Agency
