5 Topics You Should NEVER Write About on a Small Business Blog

Do you treat your business's blog like a personal diary or a news site? smacks wrist Then stop that.

I’ve talked about this before, but when you run a blog for your business, you can’t write about any old thing that comes to mind. Nor should you ever post something just to have new content.

Everything you publish needs a specific purpose and goal in your marketing strategy. If it doesn't align with that criteria, throw the idea in the garbage and don't look back. Unfortunately, not all small businesses know or stick to those rules, leading to posts that I cringe to see on their website.

To help you avoid making the same blunder, here are three types of posts you should NEVER share and two that you should think twice about before posting on your small business blog.

Never: Personal News

If the contents of your post are something you'd share on your personal Facebook or Instagram account, don't put it on your business blog. This is not the place to share relationship statuses, health issues, or the funny thing that happened yesterday.

To be blunt, your customers don’t care. They came to your blog to learn something that benefits them, not to hear that you adopted a cat.

Your business blog's goal is to help you gain customers and sales. It's a marketing strategy, and it needs to be treated as such. That means making sure every post you publish is targeted, value-packed, and ideal customer-focused.

Never: Upcoming Events

Let me start by clarifying I'm not saying you shouldn't share exciting news about your upcoming events. I am, however, saying that your blog isn't the place to do it.

Imagine you click on a business's blog only to see dozens of short posts about every single event they’re going to, most of which are already past. Does that give value to you as a reader? Not really, especially if you don't live in the area.

Once someone writes off your blog as "boring", they're not coming back. Again, you want to share posts with your ideal audience and what they want to read in mind. Most people, even your most loyal local customer, aren't interested in reading a blog post about upcoming events.

So, where should you share that information? On social media or in an email campaign. Customers in those places are more interested in time-sensitive information, like an expo or market, so sharing that you'll be there brings them more value.

Never: Unrelated Topics

If you want to write about any old topic that comes to mind, start a personal blog or Substack. But on your business blog, you need to stick to your content pillars.

You want visitors to easily recognize what your blog is about. By throwing in off-topic posts, you confuse them and make your business seem less authoritative.

For example, if you have a stationery blog, don’t write a post about how to paint a bedroom, even if interior design is your side hustle. Your audience doesn’t come to your blog for painting tips; they come to learn to make bullet journal spreads or pretty letters.

Need help deciding on content pillars for your blog? Check out my full guide!

Read the post!

Maybe: Personal Thoughts

99% of the time, personal essays do not belong on a business blog. While they might be well-written and interesting, your customers don't want to read your political manifesto or investigative journalism.

Now, there can be a few exceptions to this. First, if it’s something related to your blog. Going back to our stationery example, sharing your personal thoughts on why letter writing shouldn’t be a forgotten art could be a great way to connect with visitors.

Secondly, if personal essays are your business blog's focus. This is a rare case, but I have seen businesses that have thought pieces as a content pillar. But this doesn't work for everyone, so keep your audience and what they like to read in mind when considering it.

Most of the time, you should keep your personal thoughts and in-depth essays for your Substack, not your business blog.

Maybe: Business News

Nothing is more yawn-inducing than when I click on a blog to see nothing but dry business news. We got a new CEO. Our shareholdings increased. We just launched a new zzzz...

Once again, people don't care. There's nothing in it for them, so they won't be back.

I do think the occasional piece of business news is fine. But, it must 1) be interesting and 2) provide value. For example, maybe there's a cool story behind your newest product that you think customers would like hearing about. That's the kind of news you could share in a blog post.

But like with events, you should share most business news through emails or social media posts. And even then, please make sure it's something your audience actually wants to hear about.

Will writing one of these types of posts ruin your entire content marketing strategy? No. But they should be avoid to create a business blog that people return to time and time again.

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