5 Do’s & Don’t’s of Creating an Exciting (and Shareable) Business Blog Content

At the beginning of my big adventure with writing a business blog I was wandering in total darkness. Surely, I had had a personal blog before, but I felt that creating a blog content that would be interesting for anybody except for me would require much more reasonable meritorical preparation, leave alone all these numbers to consider while writing: optimal text volume and quantity of posts per week/month, amount of likes after the post has been already published, as well as the number of comments under it that would prove that I don’t bore my readers (if there’re any).

All this seemed totally overwhelming — and it can be like this at the beginning, in fact. Therefore, if you want to write a company blog and, apart from frustration, also take profits from it, take a look at these 5 do’s & don’t’s of creating an interesting blog content for your business.

Don’t write about anything that comes to your mind
Do establish your goals & the blog’s purpose

PIXERS’ company blog may look quite incoherent now — but it shows how we have experimented with its content for the last five years. When we started to write it, we didn’t have a specific plan, nor we got inspired by any other business blog. We just had a flow and we wanted to make it special.

From what I remember its aim was to show how cool we are and what things inspire us: things related to design, art, graffiti and home decor. As there was nobody at the beginning who had time to write a blog, we hired a PR company to do it for us — and the results were, well, not very promising. Although we consulted the contents of all posts, they didn’t have this special ‘something’ that would make them unique. The problem was that our blog could be created only by ourselves, or at least, by some of us, who knew the company from the inside.

When Joanna and I got our hands on it, we were in seventh heaven — we wrote practically about everything that inspired us and inspired us to work: from trompe l’oeil, through folk art, ending with collages and kitsch. Still, our goal was to write just for us, we didn’t think about the audience at all (or, actually, maybe we thought we did at the time, but the truth is we DIDN’T).

With time we started to develop our marketing team and when we began to collaborate with them things started to change. We monitored the number of impressions and entries and, in order to improve these numbers, we scheduled our goal: to be the interior design expert in all topics related to home decoration, styles, colors and DIY stuff. It was the time when I created some of the most fascinating posts ever: about the power colors, trends in decorating, washi tape, optical effects and DIY ideas for a cardboard tube, among others.

Soon, the profile has changed and now our blog is created mainly by Karolina, who writes about our Speaker’s Corner meetings, parties and business culture in general. Why did we change the purpose? It’s simple — we wanted to show to our customers our “human” face and stop competing with the “real” interior designers and bloggers. Of course, this is not the end of our experiments as we plan to write about home decor stuff again but in a slightly other format.


A piece of advice for you — don’t be afraid to experiment too!

Don’t write for anybody (= nobody)
Do research your audience

As I’ve said, it’s important to know for who you write and what are the interests of your audience. We know that our customers are interested in interior design, however it doesn’t mean we have to write only about interior design.

In an ideal world, your readers would be the people who look for a product you offer, so the best way is to offer them a content that would be a creative blend of these two: their interests and your products. This is the reason why we wrote about art, design and home decor — because we sell wall prints. You can also profile your blog as an expert one and give your clients useful tips and advises that you know they frequently look for. Use your Google Analytics to get the necessary data.

In order to attract the ideal audience to your blog, you have to understand who they are and what they need. That way you can craft content that is both relevant and useful to your readers. Although, you should keep in mind that pleasing everyone at the same time is impossible — you have to target your audience. To create a killer content for such an audience you ought to use your customers’ demographics, needs and behaviors and then, to create buyer personas, which will help you focus your content.

Don’t be chaotic
Do create a posting calendar & schedule

In PIXERS we write from two to three posts a week and I think this is quite a lot for a business blog. One to two posts a week is enough when you just start your adventure with writing. The most important thing to remember in this regard is that consistency is the heart of blogging.

You need to set reader expectations and create a reasonable schedule. Ask yourself how much time you are willing to dedicate each week to creating valuable content on your blog and how many absorbing posts you can write? Developing an editorial calendar will make it easier — even if you don’t stick to the dates you scheduled you will always have it ordered properly.

Don’t underestimate the power of word
Do write beyond the text

Before you start to write think of the benefits that your reader can have from reading your post. The higher the factor of its utility the better the performance. The topic of your post is crucial, but no less important is the form in which you serve it to a potential reader.

As the HubSpot study report shows, the most shared types of content are:

  • How-to articles
  • Lists
  • “Why” posts
  • “What” posts

Moreover, don’t forget about the power of images. Text is cool, but we live in the culture of vision, at last. So, the text mustn’t be the only type of blog content you offer. You could publish a video interview, an infographic or a compilation of pictures taken at an industry trade show. For a day, remove text as a possible form of blog post content and think about other content types that can be valuable to your readers.

Also, think about letting experts and leaders in your industry speak for you. A guest article is a solution that can work for you. I tested it too by interviewing bloggers I follow and it was quite inspiring. In order to gain exposure to a new audience and generate a link or two is an enough motivation for other writers, so they should be happy to help you (and themselves, on this occasion).

Don’t forget about social media & marketing
Do provide all ways possible to share your content + ask for sharing

And last but not least, after you publish your post, share it and make it easy to share it for others! Also, ensure that you provide relevant social-share buttons for your posts. You can also make your images shareable and pinnable (for example, try to do it by adding one of Shareaholic’s image-sharing WordPress plug-ins).

To drive more traffic to your blog use all the available tools: Dubbler, Vine, SlideShare, and Instagram can all be used to tease your content and get new readers.