Before I get too far into the topic of business blogging, we should probably cover one of the absolute basics — what is a blog?

If you already have a company blog, you can skip this one. But if you’re a small business owner thinking about adding one to your website for the very first time, you might not understand what all the fuss is about. Let me give you a quick run-down.

What is a Blog?

Simply put, a “blog” only has two requirements:

  • A blog is a series of content published online in reverse chronological order.
  • A blog is a social medium (as opposed to a megaphone-style one-way publication — in other words, your readers can interact with you).

That’s it. Really. If you cover those two things, you have a blog.

What is a Business Blog?

There are quite a few different types of blogs, ranging from personal online journals to company blogs. Let’s look more at the latter, because that’s what you’re here for.

A blog’s content needs to have an overarching purpose. That might be:

  • To inform
  • To educate
  • To entertain
  • To persuade

Any of these can be appropriate for a business blog depending on your audience and brand (entertaining would be less common). But no matter which you focus on, you ultimately want your readers to do something:

  • To buy from you
  • To contact you
  • To learn about your company
  • To learn about your industry
  • To learn about your products
  • To feel a certain way about your brand

If you’re thinking of launching a new blog for your small business then, that’s all it comes down to: content published in reverse chronological order, which allows readers to interact with you, and which adheres to a broader content strategy.

Need help coming up with that blog content strategy? Do you want a professional blogger to manage your blog content or write a few initial posts to give you a foundation to build on? Contact me and tell me about your goals, and I’ll tell you how I can help you realize them.

Jennifer Mattern
Jennifer Mattern is a freelance blogger, business writer, and PR consultant specializing in working with small businesses and independent and creative professionals. In addition to writing for others for 20 years and having 17 years experience in PR and online marketing, Jenn has been blogging for 15 years and runs several blogs of her own including All Freelance Writing, NakedPR, and Kiss My Biz.

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