Growing Your Small Business via a Blog: What You Need to Know

It can be difficult for a small business to operate effectively in the shifting landscape of technology and consumerism. It is necessary for a small business to have an engaging web presence to attract and communicate with its customers. A well-built website is vital, but small businesses often need to go further. 

One of the best ways to build brand awareness while also providing relevant and thoughtful content to your target market is blogging. Blogging is an inexpensive way to drive traffic to your site.  

The Benefits of Blogging

Search engines are attracted to fresh, relevant content, and blogging is the most straightforward way to produce this. When a business blogs consistently, they are constantly providing content to the search engines to index. This leads to a better ranking, which means your website is more likely to be viewed by potential consumers. Blogging also leads to higher engagement, as you can connect with customers in a more meaningful way. Building these relationships encourages more conversions and repeat business. Brand awareness is fundamental, and blogging can help establish your business and its values. A well-written blog post can be a useful marketing tool as readers will share your content around.

Create Valuable Content

It is vital to create content that holds value for people. The easiest way to ensure repeat visits to your site is simply to offer relevant information as we live in the ‘information age’. Billions of people surf the internet every day looking for answers, provide them. You do not have to be an expert on anything specific to blog about it because you are already an expert on your own experience of it. Personality and relatability are all you need. Plan your content ahead, brainstorm ideas and keep track of them to make the creation of your content more streamlined. Some content can be time-sensitive; prioritise those as if not by the time you write the post, you may find that the idea has become irrelevant.

Make the Most of Your Content

Don’t spam your users. Posting less allows you to focus on quality over quantity. Aim for a longer blog post once a week or once a fortnight instead of inundating visitors with multiple short posts a week. Do your research and try to create content geared towards what your target market is looking for. If you are doing your research correctly, you will discover that you can predict the needs of your audience. Make SEO a priority, as there is no point in writing a blog post that no one will be able to find.  

Write shareable posts. Endeavour to create content that people will want to share with their friends and peers. Ensure that you have social media sharing buttons available on the page. Content creation is time-consuming, but it isn’t always necessary to start from scratch. Look back through your older content to find any posts that can be updated to add more value for your audience and recycle them. Or, if you simply do not have the time or staffing for this undertaking, consider outsourcing occasionally. Companies like Key Content offer a multitude of services to help boost the efficacy of your blog. They offer content writing, SEO, and research services. 

Measuring Success

The purpose and goals of your blog become irrelevant if no one s reading it. You need to know how successful your blog is and whether your efforts are paying off. You should develop a list of metrics you can use to measure the success of your blogging strategies. Firstly, you need to know why you are blogging. Is it for content, commerce, or community? Blogging for content emphasises SEO in an attempt to drive traffic. Blogging for commerce is similar, but it is more interested in conversion than generating traffic. Finally, blogging for community is relatively self-explanatory.

Some metrics can be used across the board, such as visits, subscribers, and length of stay. However, if you are blogging for content, you will also want to know the number of visitors you are getting from search engines and the percentage of new visitors. If you are blogging for commerce, you should measure the depth of engagement, such as the number of pages viewed and the number of purchasers versus clicks away. If your blog is about building a community, you should look at page engagement. How many comments are you receiving? How many shares are you getting? Do these shares bring business back?


Blogging success is a marathon, not a sprint. Consistency is critical. If you are creating high-quality content regularly and promote it effectively, your blog will succeed. Having a business blog is beneficial in many ways, and if you take on board the above advice, you should find yourself well on your way to creating a successful blog that does wonders for promoting your business.


by Harness Editor

Harness believes that freedom of expression equals female empowerment. The truth? We’re a badass authentic community of fierce women, and we exist to help your voice be heard. Harness is here to be your safe haven. A place to shed the competition, the insecurities. This is a place to rise by lifting others. This is who we are.


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