5 Tips for Building a Business Blog That Doesn’t Suck

October 30th, 2014 by

Earlier this month, we presented the second to last course of this semester of our Internet marketing training series, Traffic University. In it, our Head Cheese, Brian Posnanski, covered the essentials of business blogging. It was a rockstar session and all of the attendees left ready to dominate the blogosphere.

There were a few key messages from the session – and we’d like to call them…tips. Five of them. Follow these to a ‘T’ and your blog is sure to suck less. Here you go:

  1. If blogging is part of a checkbox marketing tactic, stop. Don’t pass go. Don’t collect $200 (we mean it!). Blogging has to be an intrinsic part of your lead generation strategy. If it isn’t, you aren’t blogging for business. You’re blogging for the sake of writing words. Let strategy guide your efforts. Yes, that means a bit more work upfront, but you’re more likely to be rewarded with a nice payoff in the end.
  2. Don’t assume that people will show up to your blog. This is not the Field of Dreams. Building ‘it’ doesn’t mean ‘they’ will come. You have to not only be creative in your approach to writing blog posts, but you also have to use your marketing chops to promote your content to the world. If it were easy, everyone would do it.
  3. Your blog cannot serve as a catch-all for news releases, case studies, accomplishments, etc. As a matter of fact, only 20% of the content you publish to your blog (or less) should be promotional. The rest of the content should exist to help your audience overcome a problem. Like this blog post – helping you evolve into a blogging rockstar and everything. :)
  4. Variety is the spice of blogging. Switch it up. Humans get bored. When you switch your content up from time to time (Q&As one day, industry tips another, etc.), people will not only be entertained, but they’ll also be engaged. Engaged people share stuff. That is good for you and your blog.
  5. Writing/publishing is only one part of the equation. Distribution rules the night (and the day). After you publish your blog post and use the aforementioned marketing chops to promote it, don’t stop. Keep promoting it. The more you can put your content in front of your audience the better. The trick here is to make every promotional effort slightly different than the last. See #4.


All of our livetweets from the event can be found below. Feel free to add these to your collection. You’re welcome. :)


Oh, and you can click here to get Brian’s full presentation (including notes). Check it!

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