Industry experts and thought leaders use blogs to share their knowledge with interested parties like you. And, if the post was written well, chances are you came away with helpful insights and a positive opinion about that person and the brand they represent.<\/p>\n
Even as multimedia content has taken over the internet, blogs keep playing an important role in sharing ideas, opinions, and business solutions.<\/p>\n
<\/a><\/strong><\/p>\n Blogs represent over one-third of<\/a> all<\/a><\/strong> websites<\/a> in the world, and over 77% of internet users still read blogs<\/a> in 2024. Readers crave useful knowledge and advice \u2014 your blog can deliver that.<\/p>\n With a blog, you and your company can publish insights, thoughts, and stories about any topic. Well-crafted blog posts can boost brand awareness, credibility, conversions, and revenue. And, of course, drive traffic to your website.<\/p>\n I\u2019ll cover how to start a blog for your company, offering advice and SEO-friendly templates along the way.<\/p>\n Table of Contents<\/strong><\/p>\n What is a blog post?<\/a> <\/a> <\/p>\n <\/a> <\/p>\n Before you type a word, define who you want to read your blog. How?<\/p>\n Ask yourself exploratory questions. <\/strong>Who are they? Are they like me, or do I know someone like them? What do they want to know about? Consider your audience’s age, background, goals, and challenges at this stage. <\/p>\n Carry out<\/strong> market research<\/a><\/strong>.<\/strong> Use market research tools<\/a> to uncover or confirm more specific information about your audience. For instance, a blog about work-from-home hacks will likely appeal most to Gen Z and Millennials. But, confirm this hypothesis through research. <\/p>\n Create<\/strong> formal buyer personas<\/a><\/strong>.<\/strong> “Buyer personas can be a handy way to keep a human in mind while you\u2019re writing. Coordinate your personas with your marketing and sales teams. Chances are that your existing customers are exactly the kind of people you want to attract with your writing in the first place,\u201d says Curtis del Principe, user acquisition manager at HubSpot. <\/p>\n Let\u2019s say your readers are Millennials looking to start a business. You probably don’t need to provide them with information about setting up social media \u2014 most of them already have that down.<\/p>\n However, you may want to advise them on adjusting their social media approach (e.g., from casual to more business-savvy). That kind of tweak delivers what your audience really wants and needs \u2014 and makes for more compelling content.<\/p>\n Don’t have buyer personas yet? Start here:<\/strong><\/p>\n Create Buyer Personas for Your Business [Free Template]<\/a> Review popular blogs to understand how their strategy and execution led them to grow in credibility. You\u2019re not trying to copy these elements but rather gain insight into what readers appreciate in a quality blog.<\/p>\n Keep these points in mind when reviewing a competitor\u2019s blog:<\/p>\n Determine whether they\u2019re actually a direct competitor. <\/strong>A blog\u2019s audience, niche, and specific slant determine whether they’re your competitor. The most important of these is their audience. If they serve a different public than you, then they\u2019re likely not a competitor. <\/p>\n Look at the blog\u2019s branding, color palette, and theme. <\/strong>Colors and themes play a huge role in fitting into your niche. For example, a blog about eco-friendly products should likely use earthy tones instead of loud, unnatural colors. <\/p>\n Analyze the tone and writing style of the competition.<\/strong> Take note of your competition\u2019s copywriting. Is it something you feel like you can successfully emulate? Does it ring true to the type of blog you\u2019d like to create? <\/p>\n Before you write anything, pick a topic<\/a>. Your first topic can be fairly general as you find your desired niche in blogging<\/a>.<\/p>\n Stuck on picking a topic?<\/p>\n See which topics your competitors often cover. <\/strong>Review your competitors\u2019 archive and category pages to uncover which topics they most often publish content about. From there, create a tentative list to explore further. <\/p>\n Choose topics you understand well. <\/strong>Make sure you know the topic well enough to write authoritatively. What has your professional experience been like so far? What are your hobbies? What did you study in college? These can all surface potential topics to cover. <\/p>\n Ensure the topics are relevant to your readership.<\/strong> Del Principe suggests checking with sales and service teams for ideas. “What kinds of things do they wish customers already knew? What kinds of questions do they get asked a thousand times?\u201d If you\u2019re not serving their needs, then you\u2019re shouting into the void \u2014 or, worse, attracting the wrong readership. <\/p>\n Do preliminary<\/strong> keyword research<\/a><\/strong>. <\/strong>Search for topics using a keyword research tool<\/a> and see if there\u2019s search demand. Topics that sit between your expertise and your reader\u2019s needs are gold \u2014 but it\u2019s fool\u2019s gold if people aren\u2019t searching for those keywords. <\/p>\n Pro tip:<\/strong> If you need help brainstorming ideas or lack inspiration, use HubSpot\u2019s AI-powered blog topic generator.<\/a> You\u2019ll get title ideas and outlines based on a brief description or a specific keyword.<\/p>\n Why should people listen to you over anybody else? Answering this question will set your blog\u2019s trajectory.<\/p>\n Here\u2019s how you can find your unique selling proposition<\/a> in crowded blogging niches:<\/p>\n Write a <\/strong>professional and personal bio<\/a><\/strong>. <\/strong>Knowing your own history and experience is essential to determine your unique angle. What unique experience makes you a trusted expert or thought leader on the topic? Use this information to populate your \u201cAbout me\u201d page<\/a> on your blog, too. <\/p>\n Determine the special problem you will solve for readers. <\/strong>Think about ways you can help your audience surmount challenges typically associated with your chosen topics. For instance, if you\u2019re creating a blog about sustainability, then you might help readers learn to compost. <\/p>\n Choose an editorial approach. <\/strong>Your blog topics and the problems you\u2019re helping your readers solve will inform the editorial approach you choose. For example, if your goal is to keep marketers up-to-date on the latest changes, then you\u2019ll likely like a journalistic approach in your content. <\/p>\n Get creative with a name that gives readers an idea of what to expect from your blog. Names can also be extremely frustrating. If you need a little help choosing your blog name<\/a>, consider the following:<\/p>\n Keep your blog name easy to say and spell. <\/strong>A unique name is nice, but it also must be easy for readers to remember. It should also make for an easy URL (important for the next step). <\/p>\n Link your blog name to your brand message.<\/strong> The closer your blog\u2019s name is to the topics you cover, the better. For example, DIY MFA<\/a> covers writers pursuing the concepts of a Master of Fine Arts in writing program on their own. Your name should allude to your blog\u2019s message, value proposition, and covered topics in one fell swoop. <\/p>\n Consider your target audience\u2019s goals. <\/strong>Your blog name should tie directly to what your readers want to achieve, learn, or solve. DIY MFA is for writers who don\u2019t have the money for graduate school but want to develop their writing skills. <\/p>\n Pro tip: <\/strong>If you\u2019re extra stuck, a blog name generator<\/a> or generative AI tool like ChatGPT can help. Check if your chosen name is taken already, as repeating it could lessen your visibility and confuse readers.<\/p>\n Your blog\u2019s domain<\/a> will look like this: www.yourblog.com. The name between the two periods is up to you, as long as this domain name doesn\u2019t yet exist on the internet.<\/p>\n Some content management systems (CMS) offer sub-domains as a free service, where your blog lives on the CMS instead of your business’s website. For example, it might look like this: yourblog.contentmanagementsystem.com.<\/p>\n You could also tie your blog to your primary domain. For instance, if you already own a cooking business at www.yourcompany.com, you might create a blog at: blog.yourcompany.com. This format can boost your blog\u2019s SEO benefits.<\/p>\n However, you\u2019ll need to register your sub-domain with a website host<\/a>. Most website hosting services<\/a> charge very little to host an original domain.<\/p>\n Pro tip: <\/strong>You can connect your custom domain<\/a> to free hosting with HubSpot\u2019s free CMS or in premium editions of Content Hub<\/a>. This includes access to built-in security features and a content delivery network (CDN).<\/p>\n A CMS<\/a> is a software application to build and maintain your website<\/a> without having to code from scratch.<\/p>\n HubSpot customers host web content<\/a> via Content Hub<\/a>. Another popular CMS option is a self-hosted WordPress website<\/a> on a hosting site such as WP Engine<\/a>.<\/p>\n Pro tip: <\/strong>You can get started for free with HubSpot\u2019s free blog maker<\/a>. Our free CMS offers everything you need to get started, including hosting, a visual editor, and hundreds of free and paid themes.<\/p>\n <\/a><\/p>\n Start using HubSpot’s Free Blog Making tool to publish blog posts.<\/a><\/p>\n Customize the appearance of your blog to reflect the theme of your planned content and brand. For example, if you’re writing about sustainability and the environment, green is a good color choice.<\/p>\n If you already manage a website and are writing the first post for that existing website, ensure the article matches your website in appearance and subject matter. Pay special attention to:<\/p>\n Your logo<\/a><\/strong>.<\/strong> This can be your business\u2019s name and logo. It will remind blog readers of who\u2019s publishing the content. <\/p>\n Your \u201cAbout\u201d page.<\/a><\/strong> You might already have an \u201cAbout\u201d blurb describing yourself or your business. Your blog\u2019s \u201cAbout\u201d section extends your About statement. Think of it as your blog\u2019s mission statement, which serves to support your company’s goals. <\/p>\n Your blog is set up \u2014 well done! Now you need content.<\/p>\n While the design and layout are fun and functionally necessary, the content is what draws in your readers and keeps them coming back.<\/p>\n I\u2019ll go into detail on this point later.<\/p>\n <\/a> <\/p>\n A good blog post is interesting and educational. Blogs should answer questions and provide actionable steps to solving a challenge \u2014 and do so without putting someone to sleep.<\/p>\n For example, your introduction should hook the reader and make them want to continue reading your post. Then, use examples to keep your readers interested in your point of view.<\/p>\n Want to learn how to apply blogging and other forms of content marketing to your business? Check out HubSpot Academy’s<\/strong> free content marketing course<\/a><\/strong>.<\/strong><\/p>\n <\/a> <\/p>\n You\u2019ve solved the technical and practical tidbits of how to start a blog. Now it\u2019s time to write your very first blog post.<\/p>\n Blog posts come in many shapes and sizes, each with different formats to follow.<\/p>\n Common formats include<\/a>:<\/strong><\/p>\n The List-Based Post<\/strong> Save time and download blog post templates for free.<\/a><\/p>\n Your topic can be more general to start. If your company sells a CRM for small-to-enterprise businesses<\/a>, your post might cover using a single software to align your marketing, sales, and service teams.<\/p>\n Pro tip<\/strong>: You may not want to jump into a \u201chow-to\u201d article for your first blog post. Why? You have no credibility yet. Before teaching others how to do something, you\u2019ll first want to show you\u2019re a leader in your field and know what you\u2019re talking about.<\/p>\n For example, if you\u2019re a plumber writing your first post, don\u2019t start with, \u201cHow to Replace the Piping System in your Bathroom.\u201d First, review modern faucet setups or tell a success story you had rescuing a faucet before it flooded a customer’s house.<\/p>\n Or, try these four other types of blog posts<\/a>.<\/p>\n List (\u201cListicle\u201d)<\/strong>: 5 ways to fix a leaky faucet. <\/p>\n Curated Collection<\/strong>: 10 faucet and sink brands to consider today. <\/p>\n Slide Presentation<\/strong>: 5 types of faucets to replace your old one (with pictures). <\/p>\n News Piece<\/strong>: New study shows X% of people don’t replace their faucet frequently enough. <\/p>\n Struggling with topics? A good topic brainstorming session<\/a> should help. In the post I\u2019ve linked, my colleague walks you through turning one topic into many. If you\u2019re still stuck, look at the image below for more first blog post idea examples.<\/p>\n\n Also remember to review what you know about your buyer personas and their interests while you’re coming up with a topic for your blog post.<\/p>\n If you have a portfolio already, pull from those brainstormed post ideas<\/a> or previous content strategy.<\/p>\n One thing that\u2019s helped me is reviewing content performance data when I\u2019m brainstorming ideas. Through this process, I\u2019ve found which topics resonated better with my audience and created content around them.<\/p>\n By focusing on your core blog topics, or clusters<\/a>, you establish yourself as a thought leader, gain your audience\u2019s trust, rank better on search engines, and attract new readers.<\/p>\n Find a keyword with low searches in Google (I recommend sticking to about 10 to 150 monthly searches). These topics offer less competition, allowing your new blog post to rank more easily.<\/p>\n To find that keyword, begin by identifying your blog\u2019s general topic. For instance, a plumber\u2019s general topic might be \u201cplumbing\u201d (67K monthly searches).<\/p>\n Next, put this term into a keyword research tool like:<\/p>\n Ahrefs<\/a> These tools will generate a list of related keywords. Scan the list and choose one with a lower search volume. For this example, we\u2019ll use \u201cunder sink plumbing\u201d (1.4K monthly searches).<\/p>\n Run that keyword in the keyword research tool again. Look at the related keywords. Find one with a lower search volume. Repeat until you find a keyword in the 10-150 monthly search range.<\/p>\n For this example, we\u2019ll settle on \u201cplumbing problems under kitchen sink\u201d (10 monthly searches). That\u2019s the topic for our first post.<\/p>\n TL;DR<\/strong> \u2014 Choose a low-volume, low-competition keyword that will ensure your first post ranks.<\/p>\n For more help on keyword research, try:<\/p>\n How to Do Keyword Research for SEO: A Beginner’s Guide<\/a> If someone is looking for \u201cplumbing problems under kitchen sink,\u201d they might be looking for a tutorial, a diagram, an article, or a product that can fix the issue.<\/p>\n If they\u2019re looking for the first three, you\u2019re good \u2014 a blog post can cover it. A product, however, is different, and your blog post won\u2019t rank.<\/p>\n Google the term and look at the results. If other articles and blog posts rank for that term, you\u2019re good. If you only find product pages or listicles from major publications, pick a different topic.<\/p>\n Consider the term \u201cunder sink plumbing bathroom\u201d (30 monthly searches). It seemed like a perfect fit because it had low monthly searches.<\/p>\n Upon Googling the term, I found product carousels, product pages from Home Depot and Lowe\u2019s, and guides written by major publications.<\/p>\n TL;DR<\/strong> \u2014 Before writing your first blog post about a low-volume topic, double-check the user intent by Googling the keyword. Also see who\u2019s written about that topic so far. If you see a major brand, consider another topic.<\/p>\n It\u2019s time to flesh out your topic by covering related or adjacent topics. Use the following tools:<\/p>\n Answer the Public<\/a><\/strong>. Put in your keyword and receive a list of questions related to that term. <\/p>\n Google<\/a><\/strong>. Search for your term and look under \u201cPeople also ask\u201d and \u201cPeople also search for.\u201d Touch upon those topics in the post. <\/p>\n You should identify opportunities to fill in gaps within existing discourse on your topic. It\u2019s good to meet a need not already covered in your topic cluster. Otherwise, you risk writing content for over-saturated topics.<\/p>\n To discover what\u2019s missing within a topic, I conduct a competitive analysis<\/a> to see what my competitors offer in their content and how I can make a better blog post. Look for:<\/p>\n Unanswered user queries Competitors slacking in these areas means you benefit by focusing on them in your blog.<\/p>\n Your blog title should tell readers what to expect yet leave them wanting to know more. This is why you should brainstorm three to five working titles instead of just one. Share your title ideas with coworkers and see which one they like.<\/p>\n Let’s take a real post as an example: “How to Choose a Solid Topic for Your Next Blog Post<\/a>.”<\/p>\n Appropriate, right? The topic, in this case, was probably \u201cblogging.\u201d The working title may have been something like \u201cThe Process for Selecting a Blog Post Topic.\u201d And the final title ended up being \u201cHow to Choose a Solid Topic for Your Next Blog Post.\u201d<\/p>\n See that evolution from topic, to working title, to final title?<\/p>\n Pro tip:<\/strong> Ask ChatGPT to generate sample blog post titles with a prompt like, \u201cWrite a list of blog titles about [topic].\u201d I\u2019d caution you about copy\/pasting what AI generates; instead, use it as inspiration for your own blog post title ideas.<\/p>\n Sometimes, blog posts get information-dense and overwhelm the reader and writer. The trick is to organize the info in an outline to limit content length or density intimidation.<\/p>\n <\/a><\/p>\n Download This Template for Free<\/a><\/p>\n When outlining, center your main ideas with keyword-rich headers (H2s) and subheaders (H3s). Google relies on your H2s and H3s when indexing and ranking content.<\/p>\n For example, let’s look at “How to Use Snapchat: A Detailed Look Into HubSpot\u2019s Snapchat Strategy<\/a>.”<\/p>\n There\u2019s a lot of content in the piece, so it\u2019s divided into a few sections using descriptive headers. The major sections are separated into subsections that go into more detail while letting readers easily review. You can see how an outline sets up the \u201cscaffolding\u201d to make it easier to fill in details.<\/p>\n Remember, your outline should serve as a guide to make writing your blog post easier. Include all the important points you want to discuss and organize them logically.<\/p>\n And to make things even easier, you can download and use our free blog post templates<\/a>. Just fill in the blanks!<\/p>\n We’ve more specifically covered writing captivating introductions<\/a>, but let’s review.<\/p>\n First, grab the reader\u2019s attention.<\/strong> If the reader isn\u2019t hooked in the first few paragraphs \u2014 or even sentences \u2014 they\u2019ll stop reading. Keep their attention by telling a story or a joke, being empathetic, or grabbing them with an interesting fact or statistic. <\/p>\n Then, describe your <\/strong>post\u2019s<\/strong> purpose.<\/strong> Explain how it will address a problem the reader may be experiencing. This gives them a reason to continue reading and shows them how the post will improve their work or lives. <\/p>\n Now that you have a detailed outline and solid intro, you’re ready to fill in the blanks. Use your outline as a guide and expand on all points as needed. Write about what you already know. Do more research if you need it.<\/p>\n Use examples and data to support your points while providing proper attribution<\/a>. And always try to find accurate and compelling data<\/a> for your post.<\/p>\n This is also where you show your personality. Blog posts don\u2018t have to be strictly informational. They can burst with interesting anecdotes and even humor if it serves a purpose in expressing your ideas. It also factors into creating and maintaining your blog\u2019s brand voice.<\/p>\n And, if you\u2019re struggling to string sentences together, you\u2019re not alone. Finding your \u201cflow\u201d<\/a> challenges most writers.<\/p>\n Luckily, tools exist to help you improve your writing:<\/p>\n HubSpot’s AI Blog Writer<\/a><\/strong>.<\/strong> This tool simplifies the process of creating SEO-friendly and engaging blog content, which is crucial for connecting with your audience and enjoying the benefits of blogging. <\/p>\n Power Thesaurus<\/a><\/strong>. Stuck on a word? Power Thesaurus is a crowdsourced tool that offers alternative word choices borne from a community of writers. <\/p>\n ZenPen<\/a><\/strong>. ZenPen creates a minimalist \u201cwriting zone\u201d designed to help you get words down without fussing with formatting. <\/p>\n Clich\u00e9 Finder<\/a><\/strong>. Does your writing feel cheesy? Identify instances where you can be more specific using this handy clich\u00e9 tool. <\/p>\n Also refer to our complete list of tools for improving your writing skills<\/a>.<\/p>\n And for even more direction, try:<\/p>\n Copywriting 101: 6 Traits of Excellent Copy Readers Will Remember<\/a> Writing is great, but editing is where the magic happens. I tend to self-edit while I write, but always<\/strong> get a second pair of eyes on your post before publishing.<\/p>\n Consider applying The Ultimate Editing Checklist<\/a> and ask a grammar-conscious coworker to copy-edit your post.<\/p>\n
\n How to Start a Blog<\/a>
\n What makes a good blog post?<\/a>
\n How to Write Your First Blog Post: Getting Started<\/a>
\n Blog Format Guidelines<\/a>
\n Blog Post Examples<\/a>
\n Quick Blog Writing Tips<\/a> <\/p>\nHow to Start a Blog<\/strong><\/h2>\n
1. Understand your audience.<\/strong><\/h3>\n
\n Guide: How to Create Detailed Buyer Personas for Your Business<\/a>
\n [Free Tool] Make My Persona: Buyer Persona Generator<\/a> <\/p>\n2. Check out your competition.<\/strong><\/h3>\n
3. Determine what topics you\u2019ll cover.<\/strong><\/h3>\n
4. Identify your unique angle.<\/strong><\/h3>\n
5. Name your blog.<\/strong><\/h3>\n
6. Create your blog domain.<\/strong><\/h3>\n
Want to create a sub-domain for your blog?<\/strong><\/h4>\n
7. Choose a CMS and set up your blog.<\/strong><\/h3>\n
8. Customize your blog\u2019s appearance.<\/strong><\/h3>\n
9. Write your first blog post.<\/strong><\/h3>\n
What makes a good blog post?<\/strong><\/h2>\n
1. Choose what type of blog post you\u2019re writing.<\/strong><\/h3>\n
\n The \u201cWhat Is\u201d Post<\/strong>
\n The Pillar Page Post (\u201cUltimate Guide\u201d)<\/strong>
\n The Newsjacking Post<\/strong>
\n The Infographic Post<\/strong>
\n The \u201cHow-To\u201d Post<\/strong> <\/p>\n2. Choose a topic you and your audience both care about.<\/strong><\/h3>\n
3. Pull from your content strategy and\/or brainstormed topics.<\/strong><\/h3>\n
4. Target a low-volume keyword for optimization.<\/strong><\/h3>\n
\n Moz<\/a>
\n Ubersuggest<\/a>
\n Wordtracker<\/a> <\/p>\n
\n How to Perform Keyword Research and Rank<\/a>
\n Top Tools For Finding Long-Tail Keywords<\/a> <\/p>\n5. Google the term to understand your audience\u2019s search intent.<\/strong><\/h3>\n
How do you double-check search intent?<\/strong><\/h4>\n
6. Find questions, terms, and potential gaps related to that topic.<\/strong><\/h3>\n
\n Content depth
\n Content freshness
\n Media richness
\n User experience <\/p>\n7. Generate 3-5 working titles and choose the best one.<\/strong><\/h3>\n
8. Create an outline.<\/strong><\/h3>\n
9. Write an intro (and make it captivating).<\/strong><\/h3>\n
10. Start writing your blog post.<\/strong><\/h3>\n
\n How to Write Compelling Copy: 7 Tips for Writing Content That Converts<\/a>
\n How to Write With Clarity: 9 Tips for Simplifying Your Message<\/a>
\n The Kurt Vonnegut Guide to Great Copywriting: 8 Rules That Apply to Anyone<\/a>
\n Your Blog Posts Are Boring: 9 Tips for Making Your Writing More Interesting<\/a> <\/p>\n11. Proofread your post.<\/strong><\/h3>\n