This article was originally published on the Spectrum blog. 

As a follow-up to our last article, which highlighted the value of business blogging, here’s a post about how to actually write one – a good one.

Ultimately, it comes down to two things: content and aesthetics. Of course, these terms are very broad, so let’s narrow them down:

CONTENT: Make It Interesting

In other words, the contents of your post should be relevant to your target audience. Now, depending on how vast your reach is, your audience can vary considerably. What doesn’t vary, however, is human nature. There are just some things people universally appreciate, such as:

Answers to Questions:

Don’t be controversial, but do stir the blogosphere pot for comments in the form of questions. Take advantage of the misconceptions associated with your business by writing articles on them. Include little-known facts that’ll prompt inquiries and be sure to answer them diligently. It’s a practice that’ll earn trust, build relationships and, at COB, secure quality leads.


Storytelling is an incredible means of communication. Great stories make people feel something, whether it’s happiness or sympathy or any other powerful emotion. Luckily, everything is a story. The start of your business is a story. Your daily routine at work is a story. Your last successful project is a story. Tell it, and watch your engagement rise.


Just like homemade cooking, people can tell when your heart isn’t in your writing. Try not to fall into a power-posting routine just to get in front of your customers. Be enthusiastic about your posts. Make sure they are not sloppily put together and your readers will appreciate it.

AESTHETICS: Make it Easy to Scan

Basically, your blog posts shouldn’t be overwhelming to look at. If it’s too dense, people will tune out or give up; and with billions of pages to choose from, you can easily be replaced. Avoid the heartache of reader rejection by taking the following action:

Make Lists

Use bullets and/or numbers to break up your content. More often than not, web surfers are just looking for one particular piece of information anyway, so making it simple to find is certainly in your best interest.

Use Headings & Subheadings

Much like bullets and numbers, headings and subheading help to break up your content and make it easier to read. Remember to keep them clean, concise and as creative as often as possible!

Include Pictures

Pictures stimulate the imagination. They also give people a break from reading and reading and reading. Choose a picture that’s as relevant and appropriate as possible – but don’t be afraid to think outside of the box to grab people’s attention.