Your business’s blog is one of your greatest untapped resources for engagement and thought leadership. That’s why every marketer should have competent blogging skills in their armoury.
There are so many benefits: they’re free to publish, you control the environment completely (e.g. no limits on length or images) and best of all, you’re not at the mercy of a changing social media algorithm.
But you might sometimes find it tough to flesh out your initial blog ideas into full articles. Don’t stress – it happens even to the best writers. To get the information out of your head and onto the page, you don’t have to reinvent the wheel – just rely on a solid structure to arrange your thoughts.
There are all kinds of structures you can use depending on what kind of information you’re trying to get across. Some are more complex than others, but in this piece I’m showing you how to write a blog post using a nice, simple framework that will draw out your best insights in a way that’s easy for your audience to understand.
Here’s a tried and tested framework any B2B blogging beginner can use for turning topics from your content strategy into fully-fledged articles that grab attention and build your audience.
An effective business blog supports SEO while driving traffic, building brand awareness, and increasing conversions, making it a vital part of business growth.
Step 1: Headline
Here’s where you need to grab the reader’s attention and explain exactly what they’ll get. The biggest headline mistake I see is people trying to fit a complex idea (like a metaphor) from their article into the headline.
Cryptic headlines generally don’t work in a B2B business blogging context. Make a promise instead.
I normally start with a ‘working’ headline in mind which I came up with when first researching the topic. I’ll rarely keep that one in the final article. As I write the piece, I copy and paste any nice lines and add them up top under the original headline. By the end, I’ve got a list to choose from and I’ll probably add a couple more. Then I’ll test them out or ask for a second opinion.
You don’t always need to start from scratch – you’ll save a load of time if you have a few ‘fallback’ headline formulas. There are many specialist copywriting blogs which will give you a list of proven headlines you can use. Have a look through this article for some inspiration for your post title. And if you’re stuck, tools like ChatGPT can be a great brainstorming partner, just make sure you provide plenty of context about your topic and audience so the suggestions are useful.
And don’t forget to include your SEO keyword. Not only is it good for SEO (of course), it also keeps the headline focused on the reason you’re writing the post in the first place. Keyword research mimics the queries of your audience, so you’ll be speaking in terms they understand.
Here’s mine so you can see my process in this article.
SEO writing tools, such as Google Keyword Planner and Semrush can help you discover low-competition, relevant keywords with strong search potential. Incorporating these terms organically into your blog posts ensures it ranks well while remaining readable and engaging.
Step 2: Introduction
Your first paragraph should do three things:
- Introduce your topic
- Set the scene
- Raise the stakes.
First, introduce the topic and set the scene. Your knowledge of your audience is important here – ask yourself what they already know about this topic and why they’re looking for more information. Meet them there. Use statistics if you’re talking about a common topic (be sure to reference where they’re from).
Next, raise the stakes. If there’s no reason to act – and act now – you’ll struggle to get people reading through your blog. In other words, why do they need to take action? And what happens if they don’t?
Be explicit about who you’re writing for. Go back to my introduction up top. You’ll notice that I said that this is a post to help write a business blog. I want my audience (people who work in B2B businesses who know they should be writing blogs but don’t know where to start) to feel comfortable reading this, and know that it’s going to give them some information they can actually use.
To finish off your introduction, explain to the reader in simple terms what they’re about to see and learn, focusing on the benefits (I’ve promised tips that will help you grab attention and build your audience).
Include your SEO keyword at least once in the introduction.
Understanding Search Intent for Your Introduction
Before writing your introduction, research what searchers actually want when they find your post. Check Google’s “People also ask” section and related searches at the bottom of search results. Are users looking for quick definitions, step-by-step guides, or comparison information?
For example, if related searches show “how to start,” your readers want beginner-friendly content. If they show “vs. alternatives,” they’re comparing options. Match your introduction’s tone and promises to these expectations.
Include your primary SEO keyword naturally in the introduction, but prioritize addressing the searcher’s underlying question or need first. This alignment between search intent and your content’s delivery is what keeps readers engaged and signals relevance to Google.
To align your blog with search intent, start by exploring search engine features like related searches to see what users are really looking for. These insights reveal whether readers want quick answers, in-depth guides, or product comparisons. Tailor your content to match these expectations, ensuring your blog post not only ranks but also delivers the value searchers came for.
Step 3: Body
This is the main part of your article, and can be the most intimidating. Many people wondering how to write a blog post feel pressured to tell the ‘perfect’ story here. Leave that to the novelists and master the art of subheadings.
(If you’re looking for the easiest and most effective way to write a blog, this is it.).
Work through your points or arguments one at a time, using subheadings to define each separate thought (like I’ve done throughout this piece, with each section of your article under a different subheading).
You can add numbers to these subheadings to create a listicle, or leave them off to be more of a how-to guide (how I’ve styled this one).
Include your SEO keyword a few times throughout the body and in your subheadings if possible. Make sure it sounds natural – don’t just stuff them in for the sake of it.
One of the most common pieces of writing advice is “write first, edit later.” This might sound obvious, but what it’s trying to say is don’t get in your own way while you’re writing your first draft. It doesn’t have to read well or look pretty.
Write it first without engaging your editing brain (stay away from the backspace key), and look over the whole thing later when you’re in a different mindset. That’s when you can add in some structure and carve out a piece that flows nicely from start to finish.
Creating a buyer persona helps you understand exactly who you’re writing for. Define your audience by identifying their pain points, interests, and goals, then tailor your content to speak directly to their needs.
Next, think about the format of your blog. Would this demographic be more engaged with a listicle, a how-to guide or a thought leadership post? Choosing the right type ensures your content resonates with readers and meets their expectations.
With this in mind, plan your content strategy using a content calendar, an essential tool for staying organised and consistent. It will allow you to plan topics in advance, assign tasks to writers and schedule your posts. This structure streamlines your workflow, supporting long-term business goals.
Consider adding visuals like images, infographics, and videos. This instantly makes your content more engaging and shareable while boosting SEO (when paired with descriptive, SEO-focused alt text), and making it more attractive to readers and search engines.
Tools like Answer the Public and Google’s related searches reveal the real questions your audience is asking. Turning these queries into blog topics ensures your content is both useful and discoverable, helping you connect with readers at the exact moment they’re seeking answers.
AI tools are also rapidly becoming an essential part of the blogging process. Businesses and agencies often use them to brainstorm ideas, research topics, and draft sections of copy. These tools can save time while ensuring your writing stays accurate and relevant. However, it’s important to remember that AI is not a replacement for human creativity. Use it to boost your own writing, not do all the work for you. Furthermore, be sure to fact-check everything an AI creates – the technology is simply not advanced enough yet for it not to make mistakes. Embrace AI, but make sure the last eyes reviewing your work belong to a human.
Step 4: Conclusion
End your post confidently. A neat writer’s trick is to call back something from your introduction for a satisfying conclusion. In the introduction of this article, I told you that your business’s blog is one of your greatest untapped marketing resources – so for my conclusion, I might say something like:
End with a Call To Action (CTA). Basically you’re telling your reader what to do next. Don’t give them three options – give them one compelling click to make.
Here’s mine: Now that I’ve shown you how to write a blog post like a pro, you can move on to nailing the rest of your marketing! There are more than 100 walkthroughs, step-by-step guides and templates available for unlimited use at the DIY Marketing Project, covering the basics (and beyond) of things like email marketing, graphic design, search engine optimisation, social media and managing your website. Head there and take a look!
Reinforce your business goals by tying each blog post to a clear outcome, whether that’s generating leads, building brand authority, or supporting sales. Every piece of content should serve a purpose beyond driving traffic, ensuring your blog contributes directly to your wider business strategy.
Bonus extras
Once you’ve mastered the basic blog post you can move up to more comprehensive posts (the kind of thing we describe as ‘pillar’ content).
Here are a few things you can add to take your blogging to the next level:
- Downloadable templates/documents (put them behind a form so you can collect email addresses)
- Infographics/statistics
- Videos/imagery
- Audio interviews (e.g. podcast)
Publishing your blog is only the beginning. Promotion is what brings it to life. Share your posts across all social media platforms, email newsletters, and consider using paid ads to reach a wider audience. Use tools like Google Analytics to track key performance indicators such as traffic, click-through rates, and conversions. These insights show you what’s working and what isn’t, allowing you to refine your strategy and create more effective content over time.
A good blog post works best when it sparks conversation. Encourage readers to comment, respond, and moderate discussions to keep them constructive. A sense of community keeps your following loyal.
Don’t forget about older blog posts. Apply the same strategies by updating them with new information, refreshed keywords, and relevant links to maintain SEO value and keep driving traffic. Regularly revisiting your content ensures your blog stays useful, current, and competitive in search results.
Happy writing! Don’t forget to visit the DIY Marketing Project to download all of the templates we use for our everyday work (including this basic blog structure guide in simplified PDF).
Download basic
blog structure guide
FAQs
How do I write a blog for my business?
Start with your audience. Think about their questions, challenges, and goals, then build content around solving those needs. Use a clear structure (headline, introduction, body, conclusion) and make sure your writing is easy to scan with subheadings and bullet points. Don’t forget to include keywords your audience is searching for to boost SEO.
What is the 80/20 rule for blogging?
The 80/20 rule suggests you should spend 20% of your time creating content and 80% promoting it. Writing the blog is just the beginning – sharing it through email, social media, and paid promotion ensures your work actually reaches people.
Do business blogs make money?
Indirectly, yes. Most business blogs don’t make money from ads. They generate revenue by attracting customers, building trust, and supporting sales. A blog can increase website traffic, capture leads, and boost conversions, making it a powerful tool for business growth.
Is blogging a good business idea?
Yes, but it depends on your goals. Blogging on its own rarely makes money quickly. However, when paired with products, services, or affiliate marketing, it can become a sustainable business model. For small businesses, a blog is one of the most cost-effective ways to grow visibility and build authority.
Do small businesses need a blog?
Not every small business needs a blog, but almost every business can benefit from one. Start a blog to help customers find you through search engines, give you a platform to share expertise, and build trust with your audience. If your customers are online, a blog is a smart investment.
How can I start blogging as a beginner?
Keep it simple:
- Choose topics your target audience cares about.
- Create a content calendar so you stay consistent.
- Use a straightforward blog structure (headline, intro, body, conclusion).
- Write in your natural voice.
- Publish and promote your blog
What does a successful blog look like?
A successful blog is one that achieves its goal, whether that’s building brand awareness, generating leads, or supporting sales. You’ll usually see:
- Clear, valuable content tailored to the target audience
- Consistent publishing
- Strong SEO fundamentals
- Engagement (comments, shares, repeat visitors)
- Tangible business results (more leads, sales, or sign-ups)
