Overwhelming numbers of consumers research purchases online before buying – in fact, 81% of retail shoppers conduct online research prior to making a purchase.
This means your website (and specifically your blog) is a key source of information that can influence buying decisions. Content marketing is also alive and well in 2025: 62.8% of content marketers reported traffic growth year-over-year, and budgets for content are increasing (11.3% plan to invest over $45,000 per month in 2025, up from 4.1% in 2024).
When it’s time to put together a business blog of your own, it can be overwhelming to figure out it should look. To give you a strong starting spot, we’ve analyzed the best business blog examples on the internet and extracted the eight most important elements that every great business blog needs.
As an over 100-person content marketing agency that works with enterprise clients like Instacart, QuickBooks, Norton and more, we’ve got some good exposure into what a great business blog looks like and the characteristics that make it high-performing. So, let’s dig into some of our favorite blog examples.
- Tushy
- Tommy John
- BarkBox
- Squarespace
- Casper
- CreditRepair.com
- Annuity.org
- Lemonade
- Other Business Blog Examples
1. Tushy: Well-Defined Audience – E-commerce
A smart content strategist understands that the best content isn’t intended to appeal to everyone. When content is too general, it becomes vague, which weakens its impact and makes it hard to stand out to your audience. Strong SEO content is specific, and it must be written to a clearly defined audience.
Ask yourself: What is my business’s target demographic? Standard demographic markers include:
- Age
- Gender
- Education level
- Family or marriage status
- Career industry
- Key interests
- Shared experiences
Since audiences tend to include multiple types of people, you’ll want to define three to five distinct demographic “identities” that fit into your larger audience population.
A great example of a business with a well-defined blog audience comprising multiple target identities is the e-commerce bidet retailer Tushy.
Tushy identified key product selling points and used them to target its blog (cleverly named “The Posterior”) to audiences that value them the most. Selling points include how it benefits users’ health and contributes to a sustainable, zero-waste lifestyle. Its blog covers topics directly related to its product, like gut health and sexual wellness, as well as tangential topics like physical activity and relationships.
We can also see how Tushy’s visual design caters to its audience of younger people with less traditional lifestyles and at least some disposable income. It combines clean, elegant design with a tongue-in-cheek brand voice to capture an upscale but approachable style. We’ll talk more about design elements below.
2. Tommy John: Clear Topic Authority – Apparel
Once you’ve defined your audience, you’ll want to find content topics that match your audience’s interests. However, not every topic that appeals to your prospective readers will be a good fit for your blog. You’ll need to select subjects that are interesting to your audience and areas of authority for your brand.
One brand whose blog demonstrates this concept well is luxury leisure wear brand Tommy John.
Tommy John clothing is relatively upscale, so the brand’s target audience consists of higher-income people who are willing to pay more for quality products. That means it’s safe to assume that the blog’s target readership includes people with an interest in luxury products and experiences.
However, Tommy John sells leisure wear, so it would be off-brand for their blog to include posts about evening gowns or luxury jewelry. Even though their audience includes people who are interested in those things, Tommy John’s brand doesn’t have authority in that space. Instead, the blog’s content walks the line between high-end lifestyle and laid-back casual recreation, which both serves its audience and remains within the bounds of the brand’s expertise.
Think of it this way: ideal blog topics lie in the overlap between what your audience cares about and what your brand is an authority on.
3. BarkBox: Strong Content Pillars – Subscription
After you’ve identified clear, specific content topics, you’ll want to show it off with impressive content organization. Blogs with well-organized content pillars and topic clusters communicate to the reader that they are relevant, authoritative, and professional. When content feels random, or the user has to hunt around to find what they’re interested in, it gives the blog a messy, chaotic feel.
One brand that does site navigation incredibly well is BarkBox, a subscription service for dog owners. The brand’s blog, BarkPost, is separated into seven main content pillars, each of which is then divided into smaller sections.
Some blogs can work with a few topic pillars without subdividing any further. But when you have a lot of content, it can be a struggle to find an organizational format that works well. Between BarkPost’s pillars and clusters, the site manages to fit a remarkable number of content subjects and types onto the blog without overwhelming the user.