First it was websites, then e-newsletters; now blogs are the latest ‘must-have’ e-tool for your business. But what real use are they – and what should you actually say in them?

If you want your website to have a better presence in an online search, a blog is instantly useful. Regularly updating your site with textual content – say, two to three times a week – can improve your Google rankings, especially when the content contains words and phrases relevant to your business.

But what should you write? Well, blogging is a more personal, less formal medium than most forms of business communication. You can talk directly to your audience on an ongoing basis, revealing more about your organisation, your brand and you – establishing you as an expert in your field.

Here are a few tips for successful business blogging:

1. Relevance. The subject of each post should tie in with your business in some way – and interest your audience. Examples include tips on your subjects of expertise; what transpired on an industry event you attended; insights into the working life of your business, etc.

2. Brand. Your voice needs to be heard in a blog – but it also needs to be tempered with an awareness of your brand’s values and professional tone of voice. Don’t say anything that your brand wouldn’t say – and remember, you’re speaking to the world.

3. Layout. How easy is it to read your blog on screen? How quickly can you scan it? Keep paragraphs short, include plenty of white space, use sub-headings.

4. Categorisation. By categorising your posts and listing these categories in a sidebar menu on your blog, you’ll make it easier for people to find more about topics that interest them – and read more.

5. Guest-blogging. If you think someone you know would have something to say that would interest your readers, why not invite them to write a post on their subject of expertise on your blog?

Want to see how we do it? Check out our new All Words blog.