How To: One Post. Multiple Lead
Generation Opportunities
Creating leads using a content management strategy.!

#$%"&'!(")*...
10 Benefits of Blogging
1.! You become a better
6.!
writer.!
7.!
2.! Video skills may improve.! 8.!
3.! You will learn.!
9...
B2B companies that blog, get 88% more leads/month than those that don’t.

#$%"&'!(")*+,**-"./01*2+3"
Source: An Introducti...
Increasing Leads w/ 1 Post
1

Think of your blog as a campaign, and use it as an anchor"
anchor
for other content links.!
...
Increasing Leads w/ 1 Post, cont.
2

3

•! Develop a short, two-minute of less video on the topic. "
Add it to your websit...
Increasing Leads w/ 1 Post, cont.
4

5

Measure. Monitor. Report !
Create a system. Once you’ve done this a few times, you...
Developing Your Story
•! Consider buyer persona!
•! Focus on both personality and behavioral traits!
•! Answer these quest...
Starter Blogging Tips
1.! Strategic role – How does it fit into the overall
communication strategy?!
2.! Objectives – What ...
Starter Blogging Tips, cont.
6.! Content – Will you create a blogging content calendar to
follow?!
7.! Frequency – How oft...
Starter Blogging Tips, cont.
11.! Reporting – What type of reports do you need? Who will
review them?!
12.! Marketing Plan...
The Sequence
Define
Objectives!
Target!
Audience!

Define!
Culture!

#$%"&'!(")*+,**-"./01*2+3"

Skilled!
Bloggers!

$"
Set ...
Writing Blog Headlines
•! Tap into fear. Warning: [Fill in the blank]!
–! Examples:!
•! Warning: Boring Headlines Can Kill...
Writing Blog Headlines, cont.
•! How-To Headlines.!
–! How to Blog Better.!
–! How to Get More Facebook Fans Without Spend...
Calls to Action
Without a proper call-toaction moving people
along, and directing
them from point A to
point B, they would...
Calls to Action Examples
!"#"$%&'()*+,%

Image Source: Whole Foods!
#$%"&'!(")*+,**-"./01*2+3"
Blogging No-No’s
1.!
2.!
3.!
4.!
5.!
6.!

Not integrating the blog with your website!
Publishing too much content about yo...
Blogging No-No’s, cont.
7.! Neglecting opportunities for SEO!
8.! Ignoring low-hanging fruit!
9.! Not sourcing content!
10...
Additional Tips
•! Create a content calendar so you know what you plan to write
about, where you plan to post it, and the ...
Content Calendar

#$%"&'!(")*+,**-"./01*2+3"

!9"
UTM Codes
Creating trackable URLs allow you to see what’s being viewed by
media, topic, and campaign. Here’s an example:!
...
Parting Words
Content is King. !
Distribution is Queen.!

#$%"&'!(")*+,**-"./01*2+3"

&!"
Download this slide deck
to get started today!
Read more great tips on our blog at
http://penheel.com/blog/, or sign
up fo...
Upcoming SlideShare
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How to: One Post Multiple Lead Generation Opportunities

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Sharing content on social media and digital marketing helps to keep your firm’s name top of mind. However, who has the time to write content every week?

Here is a primer to help you get started with creating a solid blog post that provides a ton of lead generation opportunities for your company. Create it once. Share it many times.

This document offers insight into:

- 10 Benefits of Blogging
- Increasing leads with one post
- Developing your story
- Blogging tips for beginners
- The sequence of events
- Writing blog headlines and calls-to-action
- Blogging No-No’s
- Developing a content calendar
- Creating UTM codes

Published in: Marketing, Technology, Business
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How to: One Post Multiple Lead Generation Opportunities

  1. 1. How To: One Post. Multiple Lead Generation Opportunities Creating leads using a content management strategy.! #$%"&'!(")*+,**-"./01*2+3" December 2013 !"
  2. 2. 10 Benefits of Blogging 1.! You become a better 6.! writer.! 7.! 2.! Video skills may improve.! 8.! 3.! You will learn.! 9.! 4.! People will hear you. ! 10.! 5.! Expert status. ! #$%"&'!(")*+,**-"./01*2+3" Researcher.! Power networker.! Memory will improve.! Creativity will increase. ! Synergies & Synthesizes focus ! &"
  3. 3. B2B companies that blog, get 88% more leads/month than those that don’t. #$%"&'!(")*+,**-"./01*2+3" Source: An Introduction to Business Blogging - HubSpot ("
  4. 4. Increasing Leads w/ 1 Post 1 Think of your blog as a campaign, and use it as an anchor" anchor for other content links.! Leverage the topic in several ways, including:! •! Client emails as a main topic! •! Client emails as a subtopic or navigational " item! •! Add a link within an email signature! •! Create a slide deck based on the topic, then" share it on SlideShare™! #$%"&'!(")*+,**-"./01*2+3" 2 Include a lead generation form on blog posts. ! 4"
  5. 5. Increasing Leads w/ 1 Post, cont. 2 3 •! Develop a short, two-minute of less video on the topic. " Add it to your website, blog, or emails.! •! Share it on social media, not once, but several times over" a period of weeks, months, or quarters. ! •! Consider how it could be used in a larger, more traditional" marketing piece, such as an eBook, mailer, etc. ! Develop a content calendar based on seasonal or topical " information using the blog post. ! #$%"&'!(")*+,**-"./01*2+3" 5"
  6. 6. Increasing Leads w/ 1 Post, cont. 4 5 Measure. Monitor. Report ! Create a system. Once you’ve done this a few times, you’ll begin" to see a pattern develop. ! #$%"&'!(")*+,**-"./01*2+3" 6"
  7. 7. Developing Your Story •! Consider buyer persona! •! Focus on both personality and behavioral traits! •! Answer these questions:! –! Who are you trying to attract! –! How can you tell a story that inspires them to act?! ! Tip: The story should not be about what you sell, but rather how you sell it. ! #$%"&'!(")*+,**-"./01*2+3" 7"
  8. 8. Starter Blogging Tips 1.! Strategic role – How does it fit into the overall communication strategy?! 2.! Objectives – What will be accomplished with the blog?! 3.! Audience – Who are you targeting?! 4.! Persona – What will be the tone, personality, voice, and writing style?! 5.! Branding – How will it be branded, titled, designed, etc.! #$%"&'!(")*+,**-"./01*2+3" 8"
  9. 9. Starter Blogging Tips, cont. 6.! Content – Will you create a blogging content calendar to follow?! 7.! Frequency – How often – daily, weekly, monthly?! 8.! Resources – Who will blog, edit, approve, post, and report? Remember to have a back-up plan too.! 9.! Moderation – Who moderates and manages the process for escalating issues?! 10.! Metrics – How will you measure success? What are the goals? ! #$%"&'!(")*+,**-"./01*2+3" 9"
  10. 10. Starter Blogging Tips, cont. 11.! Reporting – What type of reports do you need? Who will review them?! 12.! Marketing Plan – How do you plan to promote it?! 13.! Executive buy-in – Do you start first and get buy-in later or vice versa?! 14.! Corporate policy – Should employees participate or comment on the blog?! #$%"&'!(")*+,**-"./01*2+3" !'"
  11. 11. The Sequence Define Objectives! Target! Audience! Define! Culture! #$%"&'!(")*+,**-"./01*2+3" Skilled! Bloggers! $" Set ! Budget! Build ! Awareness! Business! Case! Track ! Metrics! !!"
  12. 12. Writing Blog Headlines •! Tap into fear. Warning: [Fill in the blank]! –! Examples:! •! Warning: Boring Headlines Can Kill Your Blog! •! How Safe is Your Blog from Being Attacked?! •! Tap into common mistakes.! –! Examples:! •! Are You Making These 7 Blogging Mistakes?! •! Do You Recognize These 5 ways to Ruin Your SEO?! #$%"&'!(")*+,**-"./01*2+3" !&"
  13. 13. Writing Blog Headlines, cont. •! How-To Headlines.! –! How to Blog Better.! –! How to Get More Facebook Fans Without Spending a Dime.! •! List Headlines.! –! 5 Ways to Write Better Headlines! –! 27 Tips for Getting More Blog Subscribers! #$%"&'!(")*+,**-"./01*2+3" !("
  14. 14. Calls to Action Without a proper call-toaction moving people along, and directing them from point A to point B, they would be left with an incomplete! campaign, an incomplete CTAs should run between 90 and 150 picture.! characters and include explanatory! subjects and verbs.! #$%"&'!(")*+,**-"./01*2+3"
  15. 15. Calls to Action Examples !"#"$%&'()*+,% Image Source: Whole Foods! #$%"&'!(")*+,**-"./01*2+3"
  16. 16. Blogging No-No’s 1.! 2.! 3.! 4.! 5.! 6.! Not integrating the blog with your website! Publishing too much content about yourself! Publishing infrequently & inconsistently! Posting off-topic or unfocused content! Offering no content variety! Failing to encourage engagement " and conversation! #$%"&'!(")*+,**-"./01*2+3" !6"
  17. 17. Blogging No-No’s, cont. 7.! Neglecting opportunities for SEO! 8.! Ignoring low-hanging fruit! 9.! Not sourcing content! 10.! Excluding calls-to-action and conversions! 11.! Not promoting content on social media! 12.! Ignoring blog analytics! 13.! Expecting overnight success! #$%"&'!(")*+,**-"./01*2+3" !7"
  18. 18. Additional Tips •! Create a content calendar so you know what you plan to write about, where you plan to post it, and the results of those posts. ! •! Use UTM codes for easy tracking in website analytics! #$%"&'!(")*+,**-"./01*2+3" !8"
  19. 19. Content Calendar #$%"&'!(")*+,**-"./01*2+3" !9"
  20. 20. UTM Codes Creating trackable URLs allow you to see what’s being viewed by media, topic, and campaign. Here’s an example:! http://www.MyDomainName.com/?utm_source=Twitter" &utm_medium=Social&utm_campaign=CampaignName! #$%"&'!(")*+,**-"./01*2+3" &'"
  21. 21. Parting Words Content is King. ! Distribution is Queen.! #$%"&'!(")*+,**-"./01*2+3" &!"
  22. 22. Download this slide deck to get started today! Read more great tips on our blog at http://penheel.com/blog/, or sign up for our free, daily newsletter at http://bit.ly/PnhlMrktngNws. ! #$%"&'!(")*+,**-"./01*2+3" &&"
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