What Kind of Content Should a Business Blog Publish

Last updated on 18 December 2024

This post may contain affiliate links. If you make a purchase with one of these links, I recieve a small commission at no additional cost to you. Read the full Affiliate Policy.

So you have a business blog. Excellent! Having a blog component to your business website – no matter what kind of business you have – is a brilliant way to get people into your website and have them become aware of what you offer. But what kind of content should a business blog publish? What kinds of posts are going to be good to share so that you can still make a living, make a sale, or direct someone to how they can work with you?

But before we get into what kind of content is going to work with your business blog, let’s cover some basics first.

What is a business blog?

A business blog is a blog that you have that sits alongside your business.

👉🏻 Check out this post to learn the difference between a business blog and a personal blog.

Why is having a blog for your business important?

Having a blog on your business website can help drive traffic, it helps you establish some authority in your niche (ie people start to know you and you become the go-to person for your niche), and you’re able to generate leads for your biz.

How do I start a business blog?

Depending on your website platform, you should be able to share posts, or start a blog, right there with the tools that you already have. If you’re not sure, google your blogging platform (WordPress, Squarespace, Showit etc), and the word ‘blog’ and see what comes up.

Before you get started with your business blog

Before you get started with your business blog it’s good to ask some questions first.

Who is my target audience?
What kind of struggles do they have that I can help them with?
Where do they usually hang out (social media, for example)?
What is the purpose of my blog?
What actions do I want readers to take?

Answering these questions is going to help you figure out what type of content you might create. And trust me, getting those foundations at the beginning can make a big difference, and will help you immensely going forward.

What Kind of Content Should a Business Blog Publish?

There are lots of different content types you could create for your business blog, but we’re going to look at:

Educational content
Awareness content
Engaging content
Promotional content

Educational content

Educational content is what it sounds like: content, in this case blog posts, that helps educate your audience on something. This post is a great example of that! I’m hoping to teach you some tips to help you figure out what kind of content a business blog could create.

Here are some examples of educational content you could create:

How-to guides and tutorials: These are blog posts that will step your readers through a certain task. It might be something along the lines of ‘how to start an Instagram account’ or ‘how to stain a coffee table’ or ‘how to file your taxes as a small business owner’. They’re things that your audience can learn from and follow to achieve something.
Insights or info from your industry: Perhaps there’s news or updates from your industry. You might write about those and your own thoughts and opinions on them, and provide some information that might be helpful for your clients or customers.
Case studies: Case Studies could sit in a few categories, really, but a case study where you show another client or customer journey and what they’ve achieved or gained by working with you can really teach your readers about your services or products, but also help build that brand awareness (next point).

Awareness content

Awareness content is content that brings awareness to your business. Funny that. But this is more for reach and getting in front of potential new customers or clients, and could look like a few different types of posts.

Tips or tricks: People love a good ’10 tips for [insert the thing here]’. I have a lot of them on my own blog, and I often find myself looking through those types of blog posts on other people’s websites, too. This is awareness content (and probably educational, too!), because you’re likely to get good traffic to them. They’re going to get in front of people who perhaps don’t know about your business that much yet. Then hopefully they stick around. 😉
Resource lists: When I’m looking for a new tool, I love finding blog posts which lay out a bunch of different options for me. Or can offer me a range of links to click. I want it all in one place. And these are popular posts, too. People love a list. By creating list posts like resources (or other!), then you’re able to reach more and you’re building up that awareness that you exist as a business.

Engaging content

Not every single blog post needs to be converting (although it certainly helps!). Sometimes you want people to engage with your content and your business in other ways, and that’s where engaging content comes in. They’re posts that offer up more than just words and stock photos.

Infographics: Those little graphs get me. I don’t know know about you but finding a good infographic can be so much fun. I love the creativity that comes with them too. Such a great way to display and showcase information, in a way that’s engaging.
Videos: If you business allows for it, and the niche is all good, creating videos, even short ones, can be another way you can create content that is engaging. And you don’t have to do TikTok dances. A simply how-to video or tutorial, or showcasing your product will go a long way. You can embed that on your blog post.
Podcasts: Podcasts continue to be hot topic 🔥. If you have the means to, a podcast can be a great addition to a blog. You can embed them into blog posts, and it’s another way that people can engage with you and your business (and your business blog!).

Promotional content

Promotional content is more like seasonal blog posts. You might keep them on your blog long-term, but you’ll need to make sure that they are dated. You won’t want people getting excited about a Sale that actually happened 2 years ago.

Product announcements: If you have a new product out, or a new service, a new line of things, then this is a great way to tell your readers about it (and potential new customers/clients!). Remember to keep that date on there, or even make it a temporary post. If you have new products frequently, you probably don’t need a blog post about them – perhaps a Page that you update or a Shop front instead.
Event recaps: If you’ve been to a conference, a company retreat, a meet up … anything that is an event, you could write about it. Not only does it give you readers a bit of behind-the-scenes of your business and what you get up to, but you’re able to promote the even if you’re involved, and if you’re not involved, you’re still able to promote your own services/products in that blog post. People connect with people, so it’s nice when businesses, big and small, share that they’re people, too.

A few comments about content strategy

So now that we’ve looked at the question of what kind of content should a business blog publish, I wanted to give you a few tips about how you’re going to get your content in front of all the potential customers/clients.

Consistency

Being consistent with the publication of your blog posts is really important. Remember, consistency isn’t the same as frequency, so if you’re publishing one blog post a month, so be it. Do it every single month. If you’re publishing one blog post one month, and then nothing for six months, Google is going to think you’ve given up on your blog. Be consistent.

SEO

Learn Search Engine Optimisation (SEO) early on if you haven’t already. These are the things that we do and write on our blogs/websites that allow Google to know what our site (or business!) is about, and be able to send the right people our way.

👉🏻 Check out Blog Machine Traffic

Content calendar

Another important aspect of blogging is planning ahead, so make sure you’ve got a good blog planner on hand, ready to fill up with all your brilliant blog post ideas.

So, what kind of content should a business blog publish?

Hopefully, you’ve discovered that there are lots of ways you can publish content for your business blog!

By creating the right kind of content—like helpful how-tos, tips, fun infographics, or posts that show off what you do—you can turn your blog into a space that people actually come to, and hopefully buy from you or sign on with you.

Focus on sharing valuable, interesting, and helpful content, and don’t forget to make it fun! Stick with it, keep learning as you go, and let your blog be the thing that helps people find you, trust you, and love what you do.

Do you blog for your business? What kinds of posts do you write? Let me know in the comments!