When thinking about blogging, take off your hat as a business owner or marketing
manager and instead try to think like a magazine publisher. The goal of your
business blog should be to publish articles that are not promotional but instead
share industry expertise, much in the way a column or an article in an industry
magazine would.
Think about what you are writing and the words you are using. Don't use industry
jargon that only you and your employees would understand. Just as you did when
brainstorming keywords, think of the words your customers would use to describe
your business and use those keywords in your blog posts. Section One of this
ebook should serve as a helpful guide for the types of terms to include in your
blog posts.
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