Essentially, a business blog should serve as a platform to guide prospective customers about a product or your core service portfolio. It should ideally be used as an interactive channel to arouse readers’ curiosity, prompt responses from them, answer questions and satisfy their doubts, if any.

Here are a few more things to keep in mind while preparing and posting business blogs:

1. Offer insight into working philosophy

• Your posts should provide a fair idea of the organization’s working methodology/philosophy.  Do this at a subtle level instead of bragging about your strengths.
• Project your organization as a responsible, customer driven and ethical entity that is bound by a larger good of its stakeholders, including consumers as well as employees.
• This will create a positive image about your company. Business blogging, if used judiciously, can prove to be a powerful marketing and image building tool.

2. Make your posts reader friendly

• The basic thrust behind putting up a series of blogs should always be to help your readers than to flaunt your knowledge that perhaps is of little practical value.
• You want each post to read like an engrossing, face to face conversation with a person, helping him or her to strike a rapport. In other words, your blog shouldn’t read like a monologue.
• Repurpose your content in multiple formats. Syndicate it on other popular content-sharing platforms. Recreate it in audio-video formats. This will allow you to leverage vast reach of the Internet.

3. Optimize your posts for search engines

• From SEO perspective, finding the right mix of keywords is vital. They literally hold the key from the point of view of enhancing the visibility of your blog and improving its ranking in top search engines.
• Remember, quality content sans visibility and lack of readership will prove to be redundant. Optimization plays a crucial role in the overall planning of your business blog.
• It is equally important that you efficiently project and market your blog. From this angle, another key aspect is automating syndication of your posts to your relevant social profiles. Ensure the recent posts show up on your Twitter stream, Facebook page as well as LinkedIn profile.

4. Give readers’ responses their due

• Engaging your audience and holding the reader’s attention matters a great deal to sustain your business blog. Make it a point to respond to the comments that your posts receive from readers.
• Piling up of unanswered queries will suggest indifference on your part. When you take note of user comments, they will appreciate your gesture.  This will also help to build credibility of the blog.

Keep in mind the fact that core purpose of running a blog is to build a mutually beneficial and lasting relationship with your target audience. Accordingly, chart out a strategy to engage your prospects. The key is to be patient because it may take a while for the process to fructify and result in a lasting relationship.