ArticleOn Writing a Blog


Simple questions that you must ask yourself before you write a business blog

There was a time when your blog was a purely personal space where you could write about
whatever caught your fancy. You did not have to worry about meeting any standards, and
your readers understood that you were writing, primarily, for yourself. Therefore, there was
very little judgement about either the content or the form of your blog.

The Pantser

Times, however, have changed. The corporate world has adopted the humble blog, and
crafted it into one of the most powerful weapons in their digital marketing arsenal.
The pantser approach of the old – where you would talk about what you did in your day,
what you felt and what you did about it – is no more appropriate for blogging.
You must know what you want to communicate – the point of it all, what is the image you
want to project as a company, and how it all ties into what your reader is looking for.

If you fail to engage your readers, your blog will fail. You will know that it is so as:

  • The blog does not have enough views
  • The readers leave no comments
  • The post does not get likes
  • Nobody shares your blog

The list can go on. You already know of it, but the question is how to make your blog work?

The Key Factors of Success in Writing a Blog

Imagine you are looking for a blog on some topic. The first thing you do is to search on
Google – and you will find thousands upon thousands of search results.

In such a scenario, a blog’s success would be determined by three key factors:

  • Does it talk to you, and address the concerns/questions that you have?
  • Can you find it easily?
  • Is the content good, well-researched, and up to date?

To put it from the writer’s perspective:

  • Is the target audience well-defined?
  • Is the right strategy to reach the audience put in place?
  • Is the content good, well-researched, and up to date?

Remember that your blog exists in the attention economy. If it fails either to get attention
or to hold it – the blog fails. The secret to writing a successful blog is asking a few simple
questions before you do the actual writing.

1. Why are you writing the blog?

For your blog to be effective, it needs to be focused. This focus comes from clarity of
purpose. A corporate blog typically has one of the following two broad purposes:

i). To sell a product or service
ii). To promote your brand

Of course, you will have to define your purpose in much more detail than that.
For example, if your purpose is to sell a product or service – ask yourself who you
are selling to, who would be the various stakeholders in the purchase process, who
would be the final decision maker, who decides the budget – and who is the audience?
If your purpose is to promote your brand, you need to narrow it further down by
asking which aspect of your brand are you going to promote. What will the blog be about?
the values your brand believes in? Or will it be focused on promoting a
The choicesare limitless.

2. Who is your target audience?

Once you have decided the purpose of your blog – and by extension the target
audience – it is time to drill deeper into who your target audience is. You must find
out every possible detail about your target audience. Defining a user persona can
simplify the process.

Once you have decided who among this is your target audience, you will have to
further understand what exactly are they looking for. While the end-user would be
more interested in the hands-on aspects of your solution, the economic buyer’s key
concern would be ROI. The technical buyer, on the other hand, maybe more worried
about various compliances that your solution will have to meet. The influencer is
someone who can act as your inside guy – you will have to provide him with details
that he can use to sell your solution within the company.

3. What collaterals would you employ?

Finally, you need to think about how would you enhance the written content that
you are about to share. For example:

What kind of graphics would you use? What would be the theme that would tie all
your images together? How large would be these images? Would you embed a
video? Live-action or animated? Would you employ a character across all your
graphics? What would be the additional resources that you would link your readers
to? Would these be your own or a third party’s?

The more detailed your answers to the above questions, the more effective you will be in writing a blog. This preparation will let you provide your target audience with the right amount of sharable nuggets that they can dig deeper into whenever they wish to find out more.


June, 2021