5 reasons the Adobe Business Catalyst blog module works for a startup

As a small business owner you’ll soon realise that blogging is one of the most essential forms of communication you can have to better position your business in the niche market you serve. While most business owners are working tirelessly to grow new relationships, finding time to create a platform for your voice to be heard couldn’t be any more important.

The opportunity exists now more than ever for you to create meaningful, targeted content for your future customers to; digest, learn from, apply to the problems they’re having and understand how you deliver solutions to those issues. The Adobe Business Catalyst blog module is one of those easy to use features in the web platform that can transform your business into a media style company.

When you consider what a media company does which is produce content targeted for an audience and then publish that content via different media options, such as TV, Radio, and yes a blog, you soon realise that your small business can do just that now. The blog module comes ready to go with in small business website platform. You can if you choose have it disabled initially while you build your content strategy and start formulating your content, or you can jump right in and get started.

How does the blog module work

The blog module in Adobe Business Catalyst really is very straight forward. After you determine that you’re ready for your small business to start blogging, what you’ll need to know about the blog module is how to setup a new post, how to import posts (from say a wordpress site), and how to analyse the results of your blog activities (without using google analytics).

  • Create a New Post - The new post feature in the blog module automatically creates the URL once you put in the Blog Post Name so make sure to have researched your keyword options for the blog title before you start. Its also a good practice to enter the blog title you select in search to determine what results are already there.
  • Import a Post - If you’ve been using wordpress or typepad the business catalyst blog module has the option for you to upload your previously created blogs via a csv file upload. This feature allows you to seamlessly migrate from a different platform.
  • Analyse your blog results - Take a look from the dashboard at your website viewers and drill down into the daily, weekly, monthly, quarterly or annual reports. No plugins or coding experience is needed and all your blog analytics are built right into the platform.

The blog list and blog detail pages

Most blogs display a list of previously published blogs which in business catalyst is referred to as the blog list page. The blog detail page is the actual blog post itself. After you determine your posting frequency you can create a series of categories and tags to help your readers navigate to different blogs along the same topic lines or associated topics or to search for something new. Another great feature of the Adobe Business Catalyst platform is the search functions are already included allowing users to type keywords to find other content inside the site.

Setting up your content

The frequency of your blogging efforts will greatly affect the way you start out setting up your content strategy for your blog. Interestingly to note if you’re looking to create a daily blog you’re really going to need a series of processes in place, including editorial before you start. It’s also a good practice to have at least two other sets of eyes on your content pieces before publishing, the feedback can be critical and you should be open for criticism here. Most small businesses really won’t be ready to go with daily blog and shouldn’t as they need to produce quality of quantity anyway. At minimum a monthly blog, which means 12 pieces are year. If you’ve got a lot more to say and I hope you do, then for better performance with both your audience and across search a weekly blog is where you should be focusing.

A note here its always quality over quantity. Most small businesses should be able to develop at least a weekly series that can keep the audience's attention. The ultimate goal of any blog is to drive new customer engagement.

Blog analytics

Another great feature in this online business website platform is the Adobe Business Catalyst Blog Analytics. You can view your daily reports, customise them, see entry and exit pages, geo-locations, devices and overall pageviews. The great thing about this platform is you don’t need to setup and manage your google analytics (not that we don’t recommend that - we do), however you can easily track the performance of your blog daily, download pdf reports and analyze how your blog is performing. Whether you’re tracking new comments, subscriptions or page views its all right there.

A really important note here is your blog won’t promote itself and it won’t be easily found initially. While you create a content plan, ensure you include a promotional plan, how are you going to generate new readers? Will you email your customers, use your social media channels, develop an influencer strategy, whatever your options are make sure you have those ready to go before you publish your first piece.

Creating a Small business blog

If your small business has considered a blog before but didn’t know where to start, what was the major reason you didnt? Perhaps you couldn’t dedicate the time, didn’t have the technical skills, not sure what content you should or could be producing, weren’t sure how to promote your content?

Well the good news here is you’re in the same boat as 95% of other small businesses. The best advice we took on board early was to prepare a list of problems you solve, ways you can improve a customer’s life, then create a journey for the customer from one content piece to the next. Think about how you can have a voice in your industry and position your business as a thought leader. What sets your business apart, what makes you different, how do you do the things you do to solve the problems your customers face? The more authentic you are the better chance you have of being heard.

Start your blog today

Here’s 5 quick tips you can use to start building your new small business blog

  • Write down what your small business blog will do for your customers
  • Create a content program and determine the frequency that fits into your schedule
  • Build a string of content options that take the customer on a journey
  • Determine your best options for promoting your new blog
  • Write your first outline

I wish you every success with your blog, and look forward to hearing from you in the comments below. Why not take the chance to promote your blog here? I do enjoy reading and learning new things.

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About the Author



About Adam Mole

Adam is the proprietor of start up BPO company Transeo and has been working with offshore and outsourcing services for more than 20 years. Adam is passionate about small business. He likes to write about his experiences in sales and startup business ventures. In his spare time you'll find him on one of Sydney's south coast beaches surfing and smiling. Email Adam at and follow Adam on Twitter @adam_transeo.


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