5 tips for a better business blog

Don't let your company blog become like this -- worn out with tired references.

Don’t let your company blog become like this — worn out with tired references.

It’s probably the most neglected spot on any business’ website:  the company blog. No one has time to whip up 500 words on the work the firm has planned for the summer or provide insider tips for customers, so updates become few and far between. Yet if you are looking for ways to improve your company’s credibility with customers or stand out among competitors, it’s worth it to invest some time into blogging.

Take a look at your company blog, as it is today. Are most of the blog posts little more than a press release retread? A few pics from the company Christmas party — in 2012? It’s time to put more effort into your company’s blog. Here are a few easy steps you can take without a total behind-the-scenes redesign.

1. Always include photos

Think about the blogs and websites you enjoy reading. Likely what drew you in were the great pictures. I like Smitten Kitchen because it has lots of beautiful pictures of food, along with helpful photos showing different steps in the cooking process. Or take Fathom’s list of 24 Best Travel Blogs. All are exploding with eye-catching images that make your mouth water for a vacation far, far away. You don’t have to be an award-winning photographer, but you and your employees should train your eyes to look for great blog photos, and then take them. Set up a Dropbox account where phone pics can be stored so that everyone who posts to the company blog can access them.

2. Think like your customers

If your company provides a service, think of all the different Google searches your potential customers are doing in hopes of finding someone who does what you do. Try to write blog posts that show that potential customer your company is the answer to her prayers. This essentially how inbound marketing works

Take Skillings & Sons, Inc., a family-owned well drilling and water system company based in New Hampshire. Not the first company you’d think of when it comes to producing an interesting and readable blog. Marketing firm and inbound marketing specialists Means-of-Production (which hired me to work on content production), created one advice-driven blog post for Skillings & Sons each week, showcasing their wide range of services and staff’s expertise. After one year, Skillings & Sons saw their web traffic go up 233 percent and online sales leads up 20 percent.

3. Keep it under 600 words

Whether you are providing instructions on how to change an air filter or are expounding on the benefits of blogging (ahem!) your posts need not be more than 600 words. Not many people have the time to read more than that, even if they are engaged in the subject. 

4. Keep it light

Company blogs should be helpful to consumers, but also provide a window into your business culture. Do you allow people to bring pets to work? Snap a photo of Rex and post it on a slow Friday. Have you brought on a new hire? Post a welcome message, introducing him to your clients. The main focus of the blog should be pertinent to your business, but customers respond well when they see the faces of the people behind the company. Don’t be afraid to let them into the break room once in a while.

5. Keep it up

As someone who struggles to keep my own company blog current, I know it’s tough to produce the content needed for regular posts. But maintaining a schedule is important not only for your site’s SEO, it shows your company is consistent and credible, important attributes to highlight when trying to attract new customers. Of course, you can also hire a firm like BLH Writing Solutions for content production and designing post schedules that will keep your company blog regularly updated. 

For more information about blog content services, contact Beth at blh@gardnerstate.com.

BLH Writing Solutions blogs for The Quechee Club


As Editor-in-Chief of BLH Writing Solutions, I’d like to announce I will be working with Means-of-Production marketing services to launch a new blog for The Quechee Club in Vermont.

Like it’s name suggests, The Quechee Club is located in Quechee, VT., a quick drive from the Dartmouth-Hanover area and about an hour north Concord. Part of my task is to highlight not only The Quechee Club community and wealth of amenities, such as golf, skiing, tennis, private lake, athletic club and pool, but to also shine a light on all there is to do in the Quechee area.

Unfamiliar with this part of Vermont, I took a trip up the other day and was surprised to learn how much there is to do in the area. There’s a Simon Pearce gallery and restaurant, the Montshire Science Museum and the headquarters of King Authur Flour nearby (which may not sound like a big deal, but kinda is). There’s also the vast hiking and kayaking opportunities and of course the famous Quechee Gorge.

There is certainly no lack of material to cover. As I get started on the project this week, I’m looking forward to working with all the great people at Quechee and becoming an expert on the area.

About BLH Writing Solutions


You are busy. You’re staff is busy. When it comes to creative and strategic writing that captures customers’ attention, you and your team don’t always have the resources to give these tasks the time they deserve.

That’s where I come in.

Are you trying to drive more traffic to your site with SEO-friendly blog posts? Do you need a travel writer to write a FOB piece about inns in Maine? Or maybe someone to write a compelling profile about the company CEO? I have 10 years of writing experience in journalism and marketing. I can objectively cover a breaking news story, write in the voice of your magazine, put together a press release that will catch an editor’s eye and write web copy aimed directly at the customers you want to attract.

Why struggle writing the content you need when you can have a professional do it? Please take a look at some of the information and links I’ve provided below or contact me for a digital portfolio at gardnerstate@gmail.com.


When it comes to writing in the world of marketing, tone and messaging are just as important as proper spelling and grammar. Beth has worked with a number of marketing firms writing press releases, report summaries, special publications and other copy. She understands that different projects require different writing styles and is able to cater her writing to fit the client’s needs.

Press Releases

During Beth’s 10 years as a daily news reporter, she saw plenty of press releases. She knows what works, what will get an editor’s attention and what lands the release in the trash. Beth has written press releases for dozens of companies in a wide variety of fields, always bringing a journalist’s eye to the project. Let her write your next release, or edit your releases before you send them out to maximize their impact. You can see a sample of her work here.


In today’s competitive media landscape, it’s important to gear the words on your website or blog toward web readers, not print readers. With seven years of blogging and web writing experience, Beth knows how to spruce up your blog or website to attract finicky web users. She also understands how to integrate SEO into your web copy in a clean and subtle way, helping boost your site in the search results.

Website copy

Redesigning a website isn’t just about changing the look. What the website says should be just as important. Beth can work with your marketing or web design company to create cohesive and well-written web copy for your clients. Beth has also contributed to redesign team meetings with both client and company to ensure the branding, tone and mission are cohesive throughout the entire website. You can review my writing for Skillings & Sons, Inc. here.


Part creative writing, part marketing and part SEO, blogging is one of the easiest ways companies can reach new clients. But in the busy day-to-day of running a business, blogging often falls by the wayside. Beth is a professional writer and blogger who can manage this task for your employees, providing well-written, interesting and search engine optimized content. You can view a sample at Stay Work Play, where Beth is a featured blogger. You can also view my blogging and travel writing skills at The Quechee Club blog here.


Beth has been writing news and feature articles since she graduated from Emerson College with a master’s degree in Writing, Literature and Publishing. While covering daily news, her focus was politics, government and courts, but she’s also written many profiles and general interest news articles, as well. Beth’s experience has been both in newspapers and in online publishing.

Here are two examples from her work at the New Hampshire Union Leader:



And an example of her recent work for the Associated Press:


And For UNH Today:



Beth has experience editing news, business and creative writing for a variety of clients. Whether it’s proofreading your thesis or editing an annual report, Beth has the style guide knowledge and experience to get your project done right and on deadline.

Other Writing

Beth has written for magazines and other publications under her own byline and as a ghost writer. If you would like to learn more about her feature writing, travel writing and ghost writing, please email her at gardnerstate@gmail.com.