Bob Milliken

“Where the internet is about availability of information, blogging is about making information creation available to anyone.”- George Siemens, Author, Knowing Knowledge

In my last article in this blog series, we talked about choosing your hosting site. With that behind us, today’s topic is all about content. As a content editor, I can’t emphasize enough that what you say and how you say it will make or break your blog.

Once you’ve set up your business blog on a blog-hosting site it’s time for the exciting part – publishing your blog’s content! Simply put, blog content is the written words you publish on your blog, or your blog’s “posts.” takes this simple explanation further by explaining that content marketing is “creating and sharing valuable, free content to attract and convert prospects into customers, and customers into repeat buyers.”

The content on a business blog should always be closely related to the products or services offered by your business. By focusing on your own industry and experience, you lead people to consider you an expert in your field, allowing them to trust you enough to do business with you. Be sure that your blog posts contain stories, images, articles, videos and other material that directly correspond with the type of business you’re promoting. For example, an HVAC company’s blog would contain posts about tips for maintaining your HVAC system, video segments about how to replace air filters, infographs about record heat waves, or other related information.

If consistently creating content that your audience (and customers) would search for and enjoy is a challenge for you, not to worry, you’re not alone. You don’t have to be stuck staring at a blinking text cursor, hoping a great topic will magically appear. You can turn to the Infographic from or the blogger resources at, two of many sources of content idea generators, for inspiration.

Repurposing your material is ok, but you should avoid using free content for your blog. Take the time to research your topic and put it in your own words. When posting content to your business blog, you are putting your writing abilities and style on display for a global community to see, so be at your best!

Your Take Away

If content is the “body” of blog, traffic to the blog can be considered to be the “blood,” pumping and running through the publication and cycling readers through the content on a consistent basis.

Well written content and consistency will increase your readership and establish you as an authority in your field. Need help with your blog content? Call us, we’d love to help!

Bob Milliken is a master marketer specializing in helping businesses achieve outrageous levels of success. Bob can be reached by phone at 604.270.1730 or by email at