Plan Before You Publish: 5 Steps to Business Blogging Success

The benefits of a business blog are well documented.

business blogging success

According to HubSpot’s Marketing Benchmarks for 7,000 Businesses, companies with blogs generate more inbound leads and traffic than businesses without. In fact, the average HubSpot customer included in the study saw a 45 percent growth in traffic when they increased total blog articles from 11-20 to 21-50.

And those are just the benefits we can measure with numbers.

A successful business blog develops critical thinking skills, improves writing, helps establish business credibility, raises executive profiles, gives your business a more human face and allows you to demonstrate industry leadership.

A well-written blog often leads to other opportunities, including speaking invitations, media coverage and other writing gigs.

There is only one problem with business blogging.

Recommended for YouWebcast: Strategies, Tactics & Tools for Content Marketing in 2015

If you want to achieve business blogging success, it takes hard work, dedication and commitment.

According to a 2008 Technorati study, the blog abandonment rate is 95%–more than nine out of ten people and businesses eventually give up on their blog. Other estimates put the blog abandonment rate at 50% within the first 90 days.

If you are writing for personal interest, an abandoned blog will not damage your reputation. But if you are blogging for business, prospects and customers visiting your site will wonder if you are still in business if the most recent post was written several months ago—or longer.

So before you start, there are some important preliminary steps to help ensure your business blog’s success.

#1 Understand your business blog’s goals

What is the purpose of your blog? How will it help you meet your business objectives?

B2B organizations typically use a blog to help generate qualified leads. Others want a blog to demonstrate thought leadership, build a community of like-minded professionals or even develop content for a book or white paper.

Have a clear understanding of what you are trying to achieve before you start blogging so you avoid disappointment.

#2 Dedicate adequate resources to your business blog

Do you have the resources to write thoughtful content two to three times a week? Do not just pile responsibility for the blog onto someone who lacks the bandwidth for additional work. Consider reassigning part of their workload or pull together a team to share the task.

Make sure your “head blogger” possesses the required skills. Are they a decent writer and editor? Do they have a flair for creative, as well as critical thinking? Can they juggle deadlines? Do they know how to encourage the rest of the team, without nagging?

It is wise to out-source some of the writing, but you still need a point-person to manage the writers, edit their drafts and write original material. Services like Zerys and Writer Access are inexpensive ways to create blog content, without blowing your budget.

#3 Educate the C-Suite

C-Suite support is critical for business blogging success. Make sure the executive team understands the link between regular blogging and your business goals. When senior execs do not understand the importance of a blog, it falls to the bottom of their priorities—and completely OFF the bottom of everyone else’s to do list.

#4 Read other successful business blogs

Research other business blogs, including competitors as well as those in different industries (you can find them by searching Google Blog Search).

How often do they post? What do they write about? Are they using a variety of content to tell their stories, including curated content, video, charts, audio, guest blogs or infographics? Are readers sharing their posts on social media or leaving comments on their posts? Add the blogs you like to your RSS reader so you can review them regularly and think of ways to incorporate their best qualities into your own blog.

Take the time to comment and start to build your online community. It takes time, but the payback is big once you start writing your own blog.

#5 Get the blog’s technical set up right

Do not publish your blog on its own domain ( or on a free blogging platform such as ( The ideal home for your blog is in a folder of your main website (, or in a sub-domain (

You want your blog to contribute to your site’s findability in search engines. After all, SEO is one of the biggest benefits of a business blog. Each new blog article you publish creates a new page for the search engines to crawl and represents another opportunity to rank for a keyword. When your blog is part of your company domain, any Google juice it generates will also benefit your corporate website.

There are many other considerations when starting a blog. What will you write about? How will you promote the blog? What best practices do you need to incorporate? Let us know what you would add to the list in the comments section.

If your business needs help starting a blog, get in touch.




10 easy steps to starting a business blog

Checklist: how to start a business blog

15 business blogging mistakes and their easy fixes

The blogging dip

Discuss This Article

Comments: 4

  • Superb article (especially since I’m already following your advice). Thank you for those statistics. I hadn’t realized they were that noteworthy.
    Ciao ciao.
    Michael Emerald

  • Great job Shelley. As crazy as it sounds, I never really thought about researching other blogs as a preparation for my own blogging. That is one point I’m going to add to my own blogging. I’ve added your blog to my favorites. Like Arnold says, “I’ll be back.”

  • Thank you for such a great article. This article is helpful for any person who is starting up the business blog. You are right on regards the dedication required in blog writing and blogs are important to make a online brand image. Having a personal blogs is different and managing a business blog is different thing to do. It is important for business to understand the value of the blogs, as it generates long-term value for business. And it is the double edged sword. The discontinuity of the blog can lead to staining of the company image. Blogs can be a great backlink for your other articles posted. And your engagement in the sites can be increased by using blogs and social media together.

    This articles provided the handy tips for individual and companies starting their business blogs.

    Thanks again.

    Adma Maharjan st Simplify360(

  • Todd says:

    Good read, thanks! Last point #5 is especially important, it’s incredible how often you see this! A blog should be at your domain not some other destination on the web.

Add a New Comment

Thank you for adding to the conversation!

Our comments are moderated. Your comment may not appear immediately.