A companion to the blogging for leads presentation the workbook breaks down the 10 week success recipe to generate leads using your website into step by step activity templates. See Blogging for Leads Presentation for examples.

1. PRESENTED BY:
WARM UP ACTIVITY
;; Buyer Persona
CAMPAIGN PLANNING ACTIVITY
;; 10 Blog Posts in 10 weeks
;; 20 Social Media Posts
;; 5 Blog Post Emails
;; 1 Offering
;; 1 Offering Call to Action
;; 1 Offering Landing Page
;; 1 Offering Email
;; 1 Offering Thank You Email
BLOGGING FOR LEADS
Campaign Building Workbook

2. BUYER PERSONA
WHO DO YOU WANT TO WORK WITH?
ROLE:
COMPANY DESCRIPTION:
1BACKGROUND
HOBBIES, INTERESTS, ETC:
GENDER:
2DEMOGRAPHICS
AGE:
INCOME/HOUSEHOLD INCOME:
STAGE OF LIFE:
BUZZ WORDS:
MANNERISMS:
3IDENTIFIERS
PROFESSIONAL:
4GOALS
PERSONAL:

3. BUYER PERSONA
COMMON THINGS YOU HEAR HIM OR HER SAY ABOUT YOUR PRODUCT OR SERVICE:
7REAL QUOTES
COMMON THINGS YOU HEAR HIM OR HER SAY ABOUT THEIR LIFE/ROLE OR COMPANY:
CHALLENGES FACED PROFESSIONALLY OR PERSONALLY YOU MAY BE ABLE TO RELATE TO OR SOLVE:
5CHALLENGES
6HOW WE HELP
HOW YOU HELP SOLVE THEIR CHALLENGES:
HOW YOU HELP REACH THEIR GOALS:
WHAT ARE HIS OR HER COMMON BUYING OBJECTIONS (EX: PRICE, TIME, EFFORT)?
8COMMON
OBJECTIONS
WHAT DOES HE OR SHE NEED TO MAKE A PURCHASING DECISION?

4. DATE:
TITLE:
DESCRIPTION:
Read More >
#1
DATE:
TITLE:
DESCRIPTION:
Read More >
#2
Read More >
DATE:
TITLE:
DESCRIPTION:
#3
DATE:
TITLE:
DESCRIPTION:
Read More >
#4
10 BLOG POSTS IN 10 WEEKS
Read More >
DATE:
TITLE:
DESCRIPTION:
#5

5. DATE:
TITLE:
DESCRIPTION:
Read More >
#6
DATE:
TITLE:
DESCRIPTION:
Read More >
#7
Read More >
DATE:
TITLE:
DESCRIPTION:
#8
DATE:
TITLE:
DESCRIPTION:
Read More >
#9
10 BLOG POSTS IN 10 WEEKS
Read More >
DATE:
TITLE:
DESCRIPTION:
#10

6. DATE POST 1:
WHY THEY NEED TO READ THIS POST:
TITLE OF POST:
#1
20 SOCIAL MEDIA POSTS
;; Schedule posts to release after your blog posts have published
;; Two posts about each blog post, alter the language for the second post
;; Publish the second post on another day at another time to reach more viewers
;; Link to the blog post each time
;; Distribute across all mediums
LINK TO POST:
DATE POST 2:
WHY THEY NEED TO READ THIS POST:
TITLE OF POST:
LINK TO POST:
WHERE TO POST:

7. DATE:
TITLE:
DESCRIPTION:
Read More >
AUTHOR:
DATE:
TITLE:
DESCRIPTION:
Read More >
AUTHOR:
PHOTO
CAPTION:
PHOTO
CAPTION:
COMPANY LOGO
5 BLOG POST EMAILS
9999 Your Address if You Like | Columbia, MO 65203 US
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;; These emails send every two weeks, or however often you want to schedule
them, if you are sending one per month then you’ll format it with 4 articles
instead of two.
;; Emails are from your address or a generic business address
;; Link the title
;; Link at least one piece of information in the description
;; Link the read more
;; Link the image
;; The social share buttons share the articles in the email
;; OPT OUT IS REQUIRED
SUBJECT LINE:

8. 1 OFFERING
;; Your blog posts will be “Evergreened” into a downloadable offering
;; Offerings are generally downloadable
;; Can be created in Microsoft Word or Power Point and saved as a PDF
;; The offering will have a cover page
TAG LINE (WHAT PROBLEM IT SOLVES):
COMPANY LOGO
TITLE:
FANCY COVER ART
1 COVER PAGE
PRESENTED/SPONSORED/BROUGHT TO YOU BY:

9. 1 OFFERING
;; Don’t use the exact titles for the blog posts, just an overview of what information is covered
;; You may add in additional charts or images for value
;; A table of contents
;; The information from your 10 blog posts plus any extra you feel you need to add in to make it all come
together
TITLE:
BLOG POST TOPIC:
1 BLOG POST TOPIC:
2 BLOG POST TOPIC:
3 BLOG POST TOPIC:
4 BLOG POST TOPIC:
5
1 TABLE OF CONTENTS
BLOG POST TOPIC:
6 BLOG POST TOPIC:
7 BLOG POST TOPIC:
8 BLOG POST TOPIC:
9 BLOG POST TOPIC:
10

10. 1 OFFERING
;; Introduce the author
;; Explain what makes them a subject matter expert, how they’re credible enough to write on the topic
;; Show personality in the bio, what makes the author interesting?
What is he/she proud of in his/her life?
TITLE:
1 AUTHOR INTRODUCTION
YOUR MUG SHOT
NAME:
JOB TITLE:
BIO:
CONNECT WITH ME:

11. 1 OFFERING
;; Social media buttons share the landing page for the offering, not the offering itself
;; Next steps may be contacting your company for an initial consultation, free estimate, going on line for
a free estimate, downloading another offering
;; Link to all websites and email addresses if you refer to them in the contact information or text
WHAT’S NEXT TITLE:
1 FINAL CALL TO ACTION
EXPLAIN NEXT STEPS:
CONNECT:
COMPANY LOGO
CONTACT INFO:

12. OFFERING DESCRIPTION:
OFFERING PHOTO
COMPANY LOGO
1 OFFERING LANDING PAGE
3-5 BULLET POINTS ABOUT OFFERING CONTENTS:
;; Clear value proposition - Describe exactly what’s
going on and what you’ll get if you participate. i.e.
“Why do I care?” “What’s the benefit if I click?”
Remember, the size of the prize must equal or exceed
that of the barrier to get it. Would you give your
contact information for the offering?
;; Be specific - Say what it is, e-book, e-mail, etc,
how many pages, a worksheet, or kit. Refer to it as
this in every instance. Does it contain step by step
instructions- how many, tips- how many. Those
specifics help create value.
OFFERING TITLE:
OPTIONAL SUBTITLE:
SUBTITLE:
NEXT STEP TITLE:
;; Use action language - Action-oriented, second-
person verbs. Use verbs like “discover, unearth,
find” instead of ones like “be smarter.”
;; No main navigation - If possible, either they fill
out the form or hit the back button.
;; Include a download form - Only ask for the
information you really need in the download
form. Consider what you need to discover if
they lead is qualified. The more you ask for the
less likely the visitor is to complete the form.
;; Share a second offer if needed.
SECOND OFFER:

13. ;; Size matters - The CTA must be big enough to
notice.
;; Make it obvious - Color and contrast to make
the CTA obvious, use a button and make it look
clickable. Don’t label your button: Buy now,
Submit, Click here.
;; Use action language - Action-oriented, second-
person verbs. Use verbs like “discover, unearth,
find” instead of ones like “be smarter.”
;; Clear value proposition - Describe exactly
what’s going on and what you’ll get if you
participate. i.e. “Why do I care?” “What’s the
benefit if I click?” Remember, the size of the
prize must equal or exceed that of the barrier to
get it. Would you give your contact information
for the offering?
WHY THEY NEED IT:
WHAT DO YOU GET:
1 OFFERING CALL TO ACTION
;; Be specific - Say what it is, e-book, e-mail, etc,
how many pages, a worksheet, or kit. Refer to it as
this in every instance. Does it contain step by step
instructions- how many, tips- how many. Those
specifics help create value.
;; Create urgency – NOW, give the impression that
buyers need to act right away
;; Reduce anxiety - Money-back guarantee or free
trial offer, alternate lower funnel offer
;; Link it - Link the button or the whole CTA to the
landing page for your offering.
;; USE IT! - Place it at the bottom of EVERY blog post
that it’s relative to and maybe even some that it’s
not until you have more than one offering that may
be more applicable.
ALTERNATIVE LINK: >

14. SUBTITLE/INTRO TO OFFERING DESCRIPTION:
SALUTATION:
OFFERING PHOTO
COMPANY LOGO
1 OFFERING EMAIL
WHY THIS OFFERING IS RELATIVE TO YOU:
THREE BULLET POINTS ABOUT OFFERING CONTENTS:
CTA LINK: >
;; Email is from your address
;; Link the title each time you use it
;; Link at least one piece of information in the description
;; Link the CTA link (make it noticeable- big or in a button or bright)
;; Link the offer image
;; The social share buttons share the landing page for the offering
;; OPT OUT IS REQUIRED
SUBJECT LINE:
9999 Your Address if You Like | Columbia, MO 65203 US
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SIGN OFF:
YOUR NAME:
CONTACT INFO:
YOUR MUG SHOT

15. NEXT STEPS:
SALUTATION:
COMPANY LOGO
1 THANK YOU EMAIL
THANK THEM:
DOWNLOAD LINK: >
SIGN OFF:
YOUR NAME:
CONTACT INFO:
;; Email is from your address
;; Link the CTA link (make it noticeable- big or in a button or bright)
;; Link any appropriate items in the “ADDITIONAL OFFERS OR RESOURCES”
;; The social share buttons share the landing page for the offering, if you don’t
have that capability then just remove them
;; OPT OUT IS REQUIRED
SUBJECT LINE:
ADDITIONAL OFFERS OR RESOURCES:
9999 Your Address if You Like | Columbia, MO 65203 US
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YOUR MUG SHOT