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.
Blog Metrics Conversions Conversion Rate Inbound Mentions & Comments
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.
Social Validation• People look for content that is proven from others• Testimonials à Customer Highlights• Use real photos of people
Purchase• Provide consistent and clear pricing• Address concerns over service – Discuss guarantees/warranties – Share use-case examples – Show oﬀ rockstar customer service
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