Digital Marketing

How to Take Your Business Blog from Scratch to Viral

A business needs a blog, but that is only part of the story. The blog needs to excite your readers if you want them to subscribe, return or share it with friends.

How Essential Is a Business Blog?


If you see a large company investing in a blog, there are good financial reasons for doing so.

Hubspot tells us that your business blog will help drive traffic to your website and then help convert that traffic into leads. That’s enough.

What about ROI? Isn’t a blog just an extra cost with no provable ROI?

Blogging is an important part of inbound marketing, and the chart below shows most companies attach a high priority to inbound:

inbound marketing
Screenshot source

If you want to calculate your company’s blogging ROI, ConvinceandConvert.com has a step-by-step ROI calculation template you can use.

How Do You Start from Scratch?


Your blog is an add-on, not an instead-of. It means extra work. If you take on part of the blog responsibility then you will need to delegate some other part of your workload to an employee.

Your Blog Domain Name

You have three options for the domain name of your blog:

  • A directory, eg YourCompany.com/blog
  • A sub-domain, eg blog.YourCompany.com
  • A separate domain, eg YourCompanyBlog.com

The directory is your best option for SEO, followed by the sub-domain, with the separate domain coming in third.

Set up a sub-domain on your hosting account (it costs nothing to set up sub-domains.) and redirect visitors who type in that address to your blog directory.

If you think someone will buy YourCompanyBlog.com, then buy that domain name because a few pounds a year will be worth it to prevent a legal fight that will drain your energy and financial resources at some point in the future.

How Do You Make Your Blog Go Viral?


A viral blog is every company’s dream. It won’t happen all the time, but even occasionally it will be like a second turbo kicking in on your car. Check out this post on promoting your blog.

Give Your Blog Personality

Your blog needs its own personality. Start by moulding your ideas on someone who resonates with your target profile.

If you are targeting older introverts, then avoid a brash, extroverted tone in your writing and podcasts. If your target profile is a young extroverted parent, then ask someone on your staff who fits that profile to do most of the writing. Your delegated blogger should use language that your target readers would use, have similar interests, and be intimately familiar with your business operations.

Your blog should have only the one voice, so if you want additional input use a podcast or written interview format with your blogger as the interviewer.

Focus Your Company Blog on Readers’ Needs

Your readers have only a passing interest in you and your company. They are only interested insofar as you can help them.

Yes, there is a place for a few updates on the CEO’s grandchildren, but only to give a human face to the business. Most posts should solve the problems readers have.

If your company makes garden fencing, then a post about how a customer or employee has used your products to stop neighbourhood cats from getting in. Other posts could include a video showing how simple your fencing is to install, allaying prospects’ anxiety over installation staff trampling over their prize roses. Every post must be written with the customer in mind rather than to promote the company.

Write Top Quality Blog Posts and Guides

It might be simple to churn out 500-word blog posts every day, but you would be wasting your time because nobody will link to or share your dross.

Long-form posts are the way to go for viral growth and links as shown in the chart from Backlinko.com below:

long form content generates more backlinks than short blog posts
Screenshot source

Length is not the only measure of quality, but it is often used as one that is easy to assess. If your object is virality, then encourage your blogger to source long reports and white papers that others in your industry will refer to.

Overview


Your company needs a blog like a runner needs feet.

A runner’s feet aren’t enough on their own; after all, everyone has feet. It’s what the runner does with his feet that matters, alongside other important parts like his or her heart, lungs, and legs.

Your new blog can help you reach more people who need your company’s services, but it needs to have personality and to be full of high-quality posts that serve readers’ needs. A company blog must earn its keep, prove its ROI and must always be more than a vanity project where you boast about your latest product or acquisition.

Related Posts

SMS Sales Funnel

What is an SMS Sales Funnel? Why Does It Matter?

Businesses are using a wide range of digital marketing strategies to grab customer attention and hopefully engage them. SMS marketing, in particular, has gained steam with its high,…

social media marketing

10 Best Social Media Management Tools for 2025

Social media has grown beyond an initiative for personal connections to become an important marketing platform for businesses of all sizes. Amid the constantly increasing number of platforms,…

digital marketing

The Top 12 Digital Marketing Trends in 2025

Looking at the upcoming year and beyond, marketing is set to presents a different face due to the principles of marketing known to be dynamic given the ever-changing…

live chat

10 Best Live Chat Software for Website in 2025

Here is a list of the best live chat software for your website to provide ultimate online support. It will help you to improve customer experience. Live chat…

social media and sports marketing

How Social Media is Changing Sports Marketing Strategies

Let social media be your stadium. The fans are already there. Social media transforms how people experience watching sports games. Watching sports is currently more than just the…

CRM - customer relationship management

6 Best Mobile CRM Apps for Android and iPhone in 2025

Working in account management, business development, or sales requires one to be on the go. It can be difficult to make time for accessing CRM on your laptop….

Leave a Reply