These days, it seems business blogs are everywhere. And why not? They’re simple to set up, and they’re a great way to promote your products and services. But here’s the real question: Do they get results?

Only if you do them right, says Mark Satterfield. While anybody can key words into a template, it’s not so easy to create a professional blog that reels in potential clients and keeps current ones engaged. You have to strike the right tone, come up with great topics, know how to hold a reader’s attention, and more.

“Most compelling business blogs have several structural elements in common—and once you know what they are, they’re fairly easy to replicate,” says Satterfield, author of the new book The One Week Marketing Plan: The Set It & Forget It Approach for Quickly Growing Your Business (BenBella Books, August 2014, ISBN: 978-1-939-52978-7, 24.95, “Done well, your blog can become an essential component in your marketing arsenal.”

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