How to write a business blog

By Alexander Evjenth

How to write a business blog

A business blog is an area filled with knowledge content and consists of numerous assets. This article focuses on how to create an article for a business blog.


Writing an article for a business blog aims to initiate conversions that drive more business. To succeed, there are some things you need to consider.

An article for a business blog should:

  • deal with a subject matter related to your business or industry
  • be optimised for search engines
  • speak to the reality and needs of your personas and target groups
  • position you as an expert in the field

What is a business blog?

According to Zooma's digital definitions, a business blog is:

"A content area filled with knowledge content."

A business blog can consist of several knowledge assets such as:

  • Articles
  • Content offers
  • Podcasts
  • Videos

This article focuses on how to write an article.

How to write an article

Choose your topic

The first step is to define the topic to write about. At Zooma, we use the Topic Cluster Strategy, which means we have some predefined topics that we always write about, such as; Business bloggingContent creationCustomer journeyDigital transformationEmail marketing, and much more. 

As we already have predefined topics related to our business and industry, it's easy for me as a content creator to develop topics for the articles. 

Do your keyword research

When you know what to write, it's time to do solid keyword research. This means you need to map out the keywords related to the topic. I use keywords everywhere and google keyword planner to identify search terms. 

Define the needs and solutions of your persona 

So, you have the topic and the keywords. Now it's time to reflect on what angle you should take on the subject. Spend a few minutes to write down the needs and solutions your persona has in this specific topic. Based on those, you can formulate your unique perspective on the topic.

Use a grammar checker and writing app

When writing the text, I recommend using the AI-Powered writing enhancement, Grammarly. This doesn't only make sure your grammar is correct but also provides suggestions for better formulations.

Outline the content

Use the keywords you've identified to outline the h1, h2, and h3. By structuring the content with popular search terms, you've increased the possibility of the content appearing on search engines. But of course, there is a balance; if you need to include a subheader for the text to be relevant, you should also have that.

Skip a corporate tonality and be personal

When you write a knowledge article, it's essential to keep a personal tone. For example, when writing corporate content for your business, you often use formulations such as "we" and "our company". But in this context, you position yourself as an expert, and the reader is curious about your expertise. Thus, use formulations such as "I" and "my company". 

I hope you found this article helpful. If you want to learn more about business blogging, look at this comprehensive page, which covers the topic in depth. 

Content ideas for your knowledge hub

Do you find it difficult to come up with ideas ​for articles? In this guide, you’ll find some suggestions for formats and themes that you can brainstorm around when planning content for your knowledge hub.

Good luck!


Alexander Evjenth
Alexander is a content creator who has a great interest in learning new things. What he enjoys even more is creating knowledge content.
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