With a quick Google search, it appears that every entrepreneur, business owner, pet owner, student, and parent has been encouraged to start their own blog. According to one recent statistic, over 4 million blog posts are created every day! How exactly is a small business supposed to compete with this ridiculous amount of online traffic?


Search engine optimization is a crucial skill that all business owners need to keep in mind when updating their blogs and websites. Although SEO takes several factors of your website into account, such as a mobile-friendly design and upload speed, one of the best ways to improve your site’s ranking is to create original material. However, this doesn’t mean that you should abandon your company’s viewpoints or talk about unrelated topics; it simply means that your blog should be created to benefit your target market, and it should offer a different perspective than your competitors.


There are thousands of blog posts out there that offer vague writing advice that may inspire you in the moment, but these tips quickly fall flat when you actually try to write a blog post. No amount of positive self-talk can make a difference when you’ve been staring at a blank screen for hours in a futile attempt to create something unique. Next time you’re feeling stuck, go ahead and use one of these ideas or strategies:
Add a touch of humor. Making your audience laugh (or even smile) can make your post go viral, no matter how boring a topic may seem. If you don’t believe me, go ahead and skim through Oli Gardner’s amusing blog about page landing optimization. Even if you don’t consider yourself to be a very funny person, you can learn to enhance your writing by using a few basic techniques comedians rely on:

  • Comment on a mundane topic that your readers could relate to.
  • Poke fun at yourself or others who work within your industry.
  • Exaggerate small details to the point of ridiculousness, or casually explain things of major importance.
  • End a sentence with an unexpected twist to surprise your audience.

Create a “day in the life” blog. Give your audience a sneak peek into your business by writing about what your typical day is like at work. Take photos of your colleagues, describe any inside jokes or funny anecdotes your team has, show a preview for a new product, or share other aspects that sets your business apart from your competitors. Readers love getting to see what goes on behind the scenes, and showing this level of transparency proves that your business is trustworthy.

Conduct and share a case study. Thousands of businesses invest in case studies every year because they often lead to increased customer loyalty, improved conversion rates, and more profit. A case study should really go by a more accurate term, such as “evidence that our services work.” Much like the scientific method, a case study documents the process of your business recognizing a problem, brainstorming solutions, and creating a product that resolves the issue. Although this may be a more time-consuming project, you will reap the benefits of your research and hard work long after you complete it.

Provide a basic lesson, guideline, checklist, etc. Share some of your industry expertise to create a personal and useful how-to blog for curious readers. For instance, you could create a beginner’s guide to your products or company, develop a FAQ page, explain how to use a product, or share what made you want to become a business leader. That being said, don’t share all of your secrets to success: just give your readers enough information to trust your company and allow them to gain a basic understanding of the work you do.

Find out exactly what your audience wants to know. If you’re still racking your brain for content, simply go to your audience. Ask for their opinions by creating a poll on social media, sending a survey to your blog subscribers, or reading through comments on your previous posts. Giving your readers the chance to share their perspectives can help you establish your credibility, increase your amount of blog views, and it may even lead to further ideas for your business.

Like any other skill, blogging takes practice. You can expect to make mistakes along the way and create content that you’ll cringe at years from now. All writers experience these same feelings of self-doubt and uncertainty at times: even popular authors! As long as you continue to learn from your mistakes and stay passionate about your business, your writing will improve in tandem with your experiences.

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