If you don’t already blog about your business, it’s time you considered starting. Blogs are not only a great promotional tool, they have huge SEO potential (especially if you regularly post great content), they are a way of showing that you’re an authority on your industry, they can be used to influence potential customers, and many in the online community see them as a trusted place to go for expert information. So if you don’t have a business blog, here’s a step-by-step guide to creating one.

1. See what others are writing

Before starting, use a search engine to find out who the top influencers in your business sector are, and what they’re chatting about. Once you familiarise yourself with how blogs are written, how often updates are posted, how bloggers engage their readers etc, it’s time to create your blog.

2. Create the blog

The best known blogging platforms are WordPress and Blogger, but there are other options available. After deciding on which platform to use, visit their website and simply follow the step-by-step setting-up guide. You should also add an RSS button so that readers can subscribe to automatic feeds whenever you post an update.

3. Content is king

Ensure that your content is as compelling, engaging and useful as possible. Great content can be tips and advice, posts that inspire lots of user feedback, and even telling people about great deals on your website (it’s fine to do this in moderation as long as there’s a benefit to the reader). And great content doesn’t just mean text. Social sharing sites like Flickr and YouTube let you embed images or video, so you could try and find something interesting and relevant to your business.

4. Link to the community

To become a true participant in the blogosphere, link out to other blogs and sites and don’t be too concerned about sending visitors away. Part of the blogging spirit is to credit worthy bloggers by pointing to them, and the same will hopefully happen to you in return. Remember, blogs succeed thanks to other bloggers.

5. Become a regularly poster

As readers expect regular updates, get into the habit of blogging frequently and regularly. You don’t have to post on a daily basis, but don’t leave it too long between posts either. If you’ve got a case of writer’s block, don’t be tempted to post something that’s a drop in quality as this will affect your credibility. It’s far better to hang on until you can post something that you would consider quality content.

6. Interactivity

A successful blog is one that buzzes with feedback and benefits from lots of user-generated content. To promote feedback, end posts by asking a question, include a poll on some hot topic of the day, or maybe ask readers to contribute their own hints, tips and suggestions. Make sure you keep the interaction going by replying to comments whenever you have the time. Also try and make time to post feedback on other relevant posts in the blogosphere – it’s a great way to get your company name and blog known.

7. Link to your website and social media platforms

There’s a great benefit to your search engine page rankings if you routinely send links between your company website, blog, and social media accounts (e.g. Twitter and Facebook). However, don’t just do this in a random way, ensure that the links are always relevant.

8. Improve with analytics

Finally, you should use analytics software to monitor traffic to your site, where the traffic’s coming from, and how long visitors are staying. Free software such as Google Analytics is a vital tool in letting you know how to improve your blog.

Ortegra builds internet businesses. They work with young UK entrepreneurs or startups to grow their business idea into a profitable online business. Ortegra guides entrepreneurs through business planning, business funding and online marketing. For more articles and startup advice visit Ortegra.com.

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