How to Start a Blog? Building a Company Blog from Scratch

You’ve probably heard it more than once that every business should run a blog to share knowledge with its clients. And there’s no shortage of stats to back this up. We’ve also covered that in a separate article, so if you’re still on the fence, see for yourself if it’s worth running a company blog.

But if you’ve already decided you want to run your company blog and you’re ready to dive in (or maybe you’re even already rolling up your sleeves to get started), this post is for you. We know it can be hard at the beginning, when you aren’t sure where to start. Even though blogging sounds great in theory, once you sit down to do it, the amount of work to be done can leave you overwhelmed.

Here’s the good news: all you need to get things going is to take a few deep breaths, jot down a list of tasks, and keep an open mind. So, what to write about on a company blog? Let’s dive in, shall we?

In this post, you’ll learn:

• • What you can realistically expect when writing a blog

• • The common challenges you’re likely to face at the start

• • How to organize your post-planning process so it feels manageable, not overwhelming

• • Tips for tackling article writing efficiently and smoothly

• • How to measure the success of your blogging efforts and what metrics to focus on

How to start a company blog in 2024?

According to Semrush, 2.5 billion articles are published online every year. Nearly 24% of successful bloggers post daily, and the average blog post now spans about 1,427 words – it’s 77% longer than a decade ago!

Does it sound like content overload? The numbers are so high they probably make your head spin, right?

Well, in some ways, it’s content overload. Writing a company blog from scratch today isn’t exactly a walk in the park. It requires a lot of knowledge, time, and determination. On top of that, you’ll need to be a jack-of-all-trades, combining the roles of a copywriter and content marketer while seamlessly integrating your blogging efforts into your company’s overall marketing strategy. And let’s not forget: to stand out, you have to produce original, high-quality content that provides real value in a sea of worthless posts.

But while starting a company blog may be challenging, it’s definitely doable. With the right preparation (spoiler alert: you’ll learn everything you need to know from this post), it can also be enjoyable.

So, let’s get to the details!

Find your niche

What sets you and your brand or business apart from the crowd? Is it your experience, your customer-centric approach, or a unique specialization? Finding your niche is about narrowing your focus instead of trying to be everything to everyone. By specializing in a specific area, you can build authority and later expand your scope. Think of it as blog-friendly scaling.

It’s also about cultivating a dedicated community – one whose needs you address better than anyone else, making you their go-to choice instead of company B or C.

What does this look like in practice? Let’s say your business is in e-commerce for the food industry. Instead of trying to cover everything under the sun, focus on what truly makes you stand out. Maybe it’s your extensive range of a particular product category or your long-standing partnerships with a specific sector in gastronomy?

Define your target audience

This step comes after finding your niche because the first focuses on identifying who you are as a business or personal brand. Now, you need to shift gears and use data-driven insights to figure out who you’re writing for and how to reach the readers. Start by defining your audience – ask yourself a few key questions:

• Who are my readers? (Think beyond demographics, consider their personalities and purchasing habits.)

• What problems, needs, or interests do they have? (And how can you address them?)

• What topics would they want to read about? What are they searching for online?

Brainstorming is a great start, but data is what will steer you in the right direction. If you’ve connected tools like Google Analytics to your site, you’re already ahead. If not, it might take some time to gather meaningful insights. Until then, you’ll have to work with trial and error to test your assumptions.

That said, don’t delay setting up analytics for your site. Need help getting started? With us, integrating GA4 will be a piece of cake.

Choose your blog’s focus

How to run your blog and what to write about on a company blog? Get specific! Decide on the general categories of content you want to feature. Use the insights from the previous step to draft a list of key topics that align with your audience’s interests and needs.

Stuck for ideas? Take a peek at what your competitors are blogging about. Are their topics something you’d like to cover, or would you rather carve out a unique angle and avoid overlapping with their content?

Still unsure what to write about on your blog? Check out a quick video from Ania Bitner, our senior content specialist, for helpful tips. To watch the video with English subtitles, select the auto-generated English option in the settings.

This step should help you map out your content direction and prepare you for the next stage, which is…

Conduct keyword research

Leverage SEO tools like Ubersuggest, Answer the Public (partially free), or paid options like SEMrush and Ahrefs to uncover popular search terms your target audience is using. The goal is to identify topics that interest them and create content that makes your website discoverable in the first place.

Keyword research will help you pinpoint trending topics and integrate the right terms into your content, boosting your blog’s visibility. However, organizing keywords into a cohesive strategy isn’t always straightforward. If you have a hard time doing it, consider creating a content plan – such structured planning can help you guide your efforts.

Build topic clusters

This step is for those ready to level up their blogging game. Topic clusters are a widely recognized concept in the SEO world and act as pillars for creating a blog that feels complete, cohesive, and logically interlinked across multiple areas.

If you’re intrigued by the idea and want to learn more, check our comprehensive guide: What are topic clusters and how to use them to boost your SEO?

Assess your resources

How to run a company blog effectively? First and foremost, you need a strategy. Before diving into content planning, take a hard look at your resources and realistically estimate how much time you can dedicate to creating content weekly or monthly. Writing a blog post isn’t just about typing out 500 words, it’s a full process. Ask yourself:

• Do you have the right tools? (Think: a reliable computer, a camera for photos, or access to stock images.)

• Do you have sufficient knowledge on the topic? Or will you need help from colleagues or industry experts? If so, factor in time for communication (and the occasional bumps that come with teamwork).

• Can you commit to writing and – most importantly – promoting your content on a regular basis? Spending time on content only to abandon it later is a major waste of resources. Distribution and redistribution are key.

Now, you’re probably wondering: How much does it cost to run a company blog? The answer depends on many factors, but one constant is your time. You can streamline processes to optimize it, but some tasks are non-negotiable. Beyond that, consider expenses like domain and hosting fees (which you’re likely already paying if you have a website), as well as any specialist help you might need, like photography for an event or custom graphics and videos.

Create a content calendar

This is it – the moment you’ve been working toward! It’s time to plan your blog topics for at least a month, ideally a quarter, in advance. Keep in mind that flexibility is key and leave room for adjustments in case you need them.

A solid content calendar should include:

• Publication dates

• Topics and outlines

• Ideas for visuals (photos, graphics, or videos)

• A list of any additional materials to prepare ahead of time

Planning your content several weeks or months in advance helps you stay consistent with posting and manage your time more effectively. And let’s be honest – you know how crucial that is. With a clear roadmap, you can focus on creating quality content without the stress of scrambling for ideas at the last minute.

Plan content distribution and promotion

Now it’s time to think about where and how you’ll promote your content. How will you align its publication with your overall marketing strategy? Consider leveraging social media platforms (e.g., Facebook, Instagram, LinkedIn), topic-specific groups (yes, forums are still alive and well!) or newsletters to keep your audience engaged.

If you’ve optimized your content for SEO, you can also count on substantial organic traffic – assuming your goals are realistic and you’re not competing for top spots with the largest bookstore in Europe, for example.

Need a hand? Check out our video on SEO for bloggers, where we share tips on avoiding common mistakes and making the most of your efforts. To watch the video with English subtitles, select the auto-generated English option in the settings.

Start writing!

It might sound a bit cliché, but taking that first step and actually starting can feel daunting – especially if you’re working solo, with a small team, or embarking on your first blog project. Don’t worry, you’re not the only one who’s questioned how to run a business blog or whether it’s even worth it.

But if you’ve checked off all the steps above, it’s time to roll up your sleeves and get to work!

Writing a company blog – how to start? Tips for effective content creation

Earlier, we covered how to start a company blog and create a complete, impactful content strategy. Now let’s dive into the process of writing individual posts so it feels less like a challenge and more like a rewarding, efficient experience. Think of it as blending creativity with solid expertise to deliver engaging and valuable content.

• Start by doing keyword research for your specific post. If you’ve already got a list of keywords from your content plan or editorial calendar, pull it up. Think about what you need to write to cover the topic inside and out.

• One of my favorite steps: drawing inspiration! Check out what others are writing – not to copy, but to level up your skills and craft better posts. It’s all about learning and growing.

• Before you dive into writing, create a quick outline. This will give you a roadmap for where to place your keywords and headings. Plus, it’ll keep you on track so you don’t realize two hours in that you’ve completely missed the point.

• Next, add those must-have elements that every great post needs: visuals, videos, and a strong CTA. If you need tips, check out our article on how to create high converting content.

• Finally, make sure your post is SEO-friendly – not just the content, but also the SEO title, alt text for images, and internal linking. And don’t forget to use a nofollow attribute for any external links.

• Done writing? Great! Now, give your text a second read, or even better, have someone else go through it. A fresh pair of eyes can catch mistakes you might have overlooked. If you’re worried about grammar or punctuation slip-ups, tools like LanguageTool or Grammarly are your go-to helpers.

• Time to hit publish! Depending on your CMS, this might be a simple one-click process or require a bit more effort, but you’re almost there.

• Now, the key is to keep your article alive. Share it on social media, include it in your newsletter, create an Instagram carousel, or turn it into a short video. Design an infographic or two, and a week later, remind your audience through a Facebook or Instagram story to click the link. Over time, update the post to extend its lifespan and boost its effectiveness. For more tips, read our article on how to manage blog content.

We’re keeping our fingers crossed for your company blog success! If you have any questions, feel free to leave a comment or reach out to us directly.