How to Write a Blog: 4 Key Ingredients

Briley Barnwell
May 5, 2016 6:00:00 AM

Blogging: One of the most underutilized forms of marketing in the world.

To be honest, most people can’t write for crap. So if you can write, or have someone working for you who can, USE IT! Having someone who is able to blog and personally relate to your buyer persona is an unquantifiable attribute.

 Trust me, I know it may seem like you are running around in circles with every word you type, but don’t think your work is going unnoticed or is unhelpful.

Considering the short amount of time it takes and the potential benefits that come with it, every business should jump on the blogging bandwagon.

The problem is most businesses either don’t know what to say in their blog, or they don’t understand it’s real ability to create new leads.

If you use these 4 key ingredients for how to write a blog, you will not only enjoy your purposeful writing, but you will also see a steady increase in your website traffic.

  1. Write about something you have interest in, and grab the reader’s attention.

If you don’t have any interest in what the topic is about, then it will undoubtedly be reflected in your writing. If it’s boring, the reader will click right back to google, twitter, or facebook after the first few sentences. That is why it is so incredibly important to grab their attention in whatever way possible.

While the writing needs to be educational and directed towards a specific audience, that doesn’t mean it should be a mind-numbing expereince.

  1. Direct the writing to your buyer persona.

After you get the undivided attention you were hunting for, the following material must be relevant to the type of client you are trying to reach.

I mean seriously, if you are a manufacturing company and you are writing about the best ways to design a website, what are you even trying to accomplish here?

While you are not directly trying to promote your business in these blog posts by saying, “This is what we can do for you!”, they need to be related to the type of service or product you are selling.

After all, the main objective (outside creating an enjoyable experience with everyone you do business with) is to make money and grow.

  1. Have links to outside information and quotes.

Yes, I know there are no outside links or quotes in this blog, but trust me regardless. An outsider's perspective on the topic always adds depth to whatever you are trying to get across.

While the reader may take your word if you are convincing, having an expert quote to go along with your message makes your content so much more believable.You do not want to come off as a know it all, especially if you’re a small business.

There is no doubt people will go into these blogs with some amount of skepticism. Adding direct outside links and quotes makes you a more credible source of information, thus, more trustworthy to do business with.

  1. Keep it clear and easy to read!

White space is your friend. Think about it, when you were taking a test in school and you came across a long, wordy question, what was your immediate thought? Exactly. Just like everyone else in the world you thought to yourself, “Do they seriously expect me to read all this crap?”

Too many sentences bunched up next to each other creates an eye sore. Short paragraphs, lists, and subheadings will allow for a far more comforting feel. 


Like I said earlier, most people and small businesses struggle with effective writing. Using these 4 tips on how to write a blog will separate yourself from the crowd. Be an informer, not a promoter.

The continued increase of traffic on social outlets make writing and sharing blogs such an effective way to reach new leads - you just have to use it.

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