The secret to better business blogs: it shouldn’t be about you... it should be about them

The idea that your blog is there to document what your company is doing (news, events or internal milestones) is one of the most persistent and unhelpful habits in business marketing.

And it sticks around for three reasons:

1. Legacy thinking - "we've always done it this way"

2. Internal politics - the sales manager wants her team away day mentioned

3. Panic-posting - "better to post something than nothing at all"

Here’s the real issue: most business blogs aren’t written for the people who matter - your audience. Instead, they’re written more like internal noticeboards and that means you’re missing out on one of the most powerful tools for building trust, boosting SEO and connecting with potential customers. 

Your blog shouldn’t be about producing content for content's sake, it should include content that answers, helps and inspires action.

Rethinking what a blog is really for

Think ‘resource’, not ‘record’. Your blog shouldn't simply document what your business has been up to - it should provide real value that helps your audience move forward.

It should become more of a public knowledge bank, a tool with which your future clients can use to learn, solve problems and make decisions.

We believe the keys to a successful blog include:

• Thinking customer-first, not company-first

• Structuring your content around problems, not news

• A content strategy built for discovery (Google, LinkedIn, newsletters)

• Demonstrate your expertise without sounding like a sales pitch

So what should you do instead? Flip the focus

Instead of starting with what you want to say, start with what your audience needs to hear.

Done right, your blog can become a conversation starter, a trust builder, a resource you can point clients or prospects to and a way to remain in peoples' minds without resorting to cold pitching.

Try this framework to guide your content strategy:

1. Map your services:
   List out your core offerings. For each one, ask: What questions do people usually ask before buying this? What misconceptions might they have? Might they have any objections? 

2. Start with pains, not products:
   Every service you offer solves something. Write about that something.

3. Serve sectors, not the masses:
   Target content to specific industries or roles. Be niche, be specific and be useful.

4. Dig into goals:
   What is your audience actually trying to achieve? More leads? Better visibility? More confidence in their brand? Write content that helps them get there, even if it doesn’t always mention you.

5. Spot the patterns:
   What do people ask you in sales calls? What do new clients misunderstand? That’s gold! Turn those into blog posts.

Your blog is a mirror

The best blogs don’t shout about the business - they reflect the reader’s goals, questions and challenges.

So if your blog is starting to feel like a forgotten side project. Don’t ditch it - reimagine it. Make it a space your audience actually wants to visit.

Start with one simple question:
What does my audience need help with this week?

Write the answer - that’s your next blog post.