Generate Leads & Sales Gain
Brand Awareness Build Thought Leadership Provide Customer Service Share Company Culture Attract Business Development Acquire Top Talent Respond to CriticismEvery business blog should have a purpose.
Awareness• Blog about topics in
the industry• Outline a problem and a solution• The solution is not always you• Address real concerns from buyers – Not sure? Ask your sales team.
Interest• Make it easy to
learn about you. – Opt-in for email or text from company – Make the opt-in valuable. Put a real campaign behind it.• Let great content stand out with a relevant lead-generation oﬀer.
Research• Provide data, stats and
product comparisons.• Craft content that targets “alternative” search intent.• Seek out damaging content and address it thoughtfully.
Use a Powerful Headline• Numbers
perform better• Aim for search intent – not search terms• Being direct works wellExamples: – 25 Ways to do … – 7 Proven Techniques to […] – How to do […] with […]! – 6 Mistakes Every […] Makes and How to Avoid Them – The Ultimate Guide to […]
Have a Point of View•
Blog audiences tend to form around a personable voice.• Express emotion. Get pissed. Get happy.Examples: – We say NO to #SOPA! (Namecheap) – A Secret No More: Eloqua on Salesforce’s Acqusition of Radian6 (Eloqua)
Use Multimedia• Text won’t always
satisfy visitor’s needs• Use original images, graphs, charts, etc.Examples: – MintLife uses infographics frequently – SEOMoz uses whiteboard videos to demystify SEO – Kikolani uses lists to aggregate tons of content
Make Content Skimmable• Assume people
will skim your content• Make it easy to read with a clean design.Examples: – Use lists, bullets and bold for emphasis. – Use images that support content intent – Break lengthy blog topics into a series
Have a Call to Action•
If you don’t ask, they won’t buy• Doesn’t have to always be about you.Examples: – Consider asking for reader input – Ask the reader to take action by doing something – Encourage readers to share your content
Establish A Rhythm• Aim for
a couple great blog posts weekly• Stick to a few key topics (beats)Examples: – Utilize an Editorial calendar to stay focused – Mind-map your top 4 ideas and 4 posts on each – Get help from a peer to contribute