Back to top

Encompass® Insurance Insights & Articles



How to Start a Business Blog

Thinking about adding a blog to your company's website? With 409 million internet users reading nearly 20 billion blog pages monthly, blogging can be an effective digital marketing tool for reaching your target audience. More than half of all marketers consider blogging to be their primary content marketing strategy but no two businesses are alike. Consider the following before adding a blog to your company's website.

Overhead view of a man holding his phone while his laptop screen displays his blog post.

What is your goal with the new blog?

Consider why your business wants to have a blog and the type of information you plan to share. Blogging can be an effective tool for relationship building. Providing quality, useful content to customers and prospects can build your company's reputation as an industry authority and offer an additional touchpoint for customer communication.

Before you start the blog, brainstorm potential blog posts. Do you feel your business has a unique perspective to provide advice to prospects and customers, or are you simply restating information that's available elsewhere? The most effective blogs avoid overly promotional content and focus instead on information that is educational and useful.

Do you have the resources to start and maintain the blog?

Business blogging is all about quality over quantity. When you make a post, it's important that this content is well-written, informative, and relevant to your target audience. To achieve this, you'll need a strong content writer who understands your business, industry, and audience. Consider your current team: Do you have an employee on staff who could create four quality blog posts per month? Or, perhaps you have a good relationship with a marketing agency or freelance writer that could support your blog content production.

An additional consideration is blog design. How easy will it be to add a blog to your company website? Once the content is written, do you have the right resources to update your website. You may wish to outsource blog production and maintenance, or you may feel comfortable handling the entire process in-house. Either option can be effective; what matters is that you've carefully considered the amount of time and financial resources necessary to managing this effort.

How will you grow your blog's audience?

Even with great content in place, you'll still need a plan to ensure that content is actually read. Many businesses share their blog posts on social media or include links back to their blog in an email newsletter. If your business is already in these spaces, you've got a great head start. If you rarely post on social media or don't have a newsletter, you'll need to spend extra time considering your distribution strategy.


A group of Encompass agents

Customer Centric. Agent Focused.

Our simple, tailored approach to coverage offers powerful benefits to you and your clients.

Become an Agent

The general information contained in The Encompass Blog is provided as a courtesy, and is for informational and entertainment purposes only. The contents of this website are subject to periodic change without notice. Information provided on The Encompass Blog is not intended to replace official sources. Although attempts will be made to ensure that the information is accurate and timely, the information is presented "as is" and without warranties. Information contained on The Encompass Blog should not be mistaken for professional advice. Information contained herein should not be considered error-free and should not be used as the exclusive basis for decision-making. Use of website information is strictly voluntary and at the user's sole risk. We encourage you to obtain personal advice from qualified professionals when making decision regarding your specific situation.

Other resources linked from these pages are maintained by independent providers. The Encompass Blog does not monitor all linked resources and cannot guarantee their accuracy. Statements, views and opinions included in an independent provider's material are strictly those of the author(s). These views may not necessarily represent the opinions or policies of The Encompass Blog, the Encompass family of companies or its agents, officers or employees.

ECC Monitor: OK