This document provides tips for optimizing blogs to drive marketing success. It recommends publishing blog posts frequently, as often as 16-20 times per month, to attract more website visitors and leads. The blog should be optimized for search engines through keywords and frequent updates to increase search rankings. Calls to action in blog posts and sidebars can introduce readers to offers and start qualifying leads. Social sharing buttons can also extend the reach of content beyond a company's own network. Frequent, optimized blogging builds trust and visibility to impact purchasing decisions and business results.

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INTRODUCTION
Thefactsspeakforthemselves.Markengdataclearlyshowsthatbloggingisa
cricalpieceoftheinboundmarkengmethodologyanddirectlycorrelatesto
beerbusinessresults.
Butmerelybloggingwon’tdramacallytransformyourmarkeng.YourbloghasButmerelybloggingwon’tdramacallytransformyourmarkeng.Yourbloghas
tobewell-opmizedandpromoted,andmostofall,richwithcontent.Frequency
ofbloggingplaysanimportantroleinthisequaon,too.Infact,HubSpot’s
research“LeadGeneraonLessonsFrom4,000Businesses”showsthatcompanies
thatblog20ormore mesinamonthseethebiggestreturnintrafficandleads.
Ablogisalong-termmarkengassetthatwillbringtrafficandleadstoyourAblogisalong-termmarkengassetthatwillbringtrafficandleadstoyour
business.Itintroducesyouasathoughtleaderinyourindustryandallowsyouto
earnpeople’strust.Inthisebook,wewillwalkyoustep-by-stepthroughthe
bloggingfundamentalsandshowyouhowtostartreapingthebenefitsofthis
valuablemarkengchannel.
Companiesthatbloghave
55%morewebsitevisitors.
Nearly40%ofUScompanies
useblogsformarkeng
purposes.
B2Bcompaniesthatblog
get67%moreleads/month
thanthosethatdon’t.
B2Ccompaniesthatblog
get88%moreleads/month
thanthosethatdon’t.
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WHYYOUSHOULDHAVEABLOG
“Theimpactofbusinessbloggingextendstoseveral
majormarkengbenefitsthatmarketersoenoverlook.
”
We’vealreadysharedwithyousomepowerfulfactsaboutbusinessblogging.
Clearly,itisamarkengassetstronglyrelatedtoaracnghigh-qualitytrafficand
generangnewleads.Yettheimpactofbusinessbloggingextendstoseveral
majormarkengbenefitsthatmarketersoenoverlook.
Inthissecon,weseektodrawthebigpicturethathighlightsthebenefitsofInthissecon,weseektodrawthebigpicturethathighlightsthebenefitsof
businessblogging.Wewillelaborateonthedifferentwaysthroughwhichyour
blogcanbringyoumarkengsuccess,fromexpandingyourvisibilityontheweb,
throughcreangastronginfluenceintheindustry,toeffecvelycapturingnew
leads.
FIRST
First,businessblogginghelpsyouinrespecttosearchengineopmizaon(SEO).First,businessblogginghelpsyouinrespecttosearchengineopmizaon(SEO).
Themoreblogpostsyoupublish,themoreindexedpagesyoucreateforsearch
enginestodisplayintheirresults.
Inotherwords,businessblogginghelpsyourankinsearchenginesandgetfound
whenpeoplesearchforindustry-specificproductsorservices.Thus,theblog
enablesyoutoaractorganictrafficandfamiliarizepeoplewithyourbusiness.
FREQUENCYMATTERS
Inthisframework,frequencyofpublishingblogpostsmaersalot.HubSpot’sInthisframework,frequencyofpublishingblogpostsmaersalot.HubSpot’s
researchhasshownthatbusinessesthatblog16to20 mespermonthgetover
two mesmoretrafficthanthosethatblogfewerthanfourmespermonth.
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EARNPEOPLE’STRUST
Inarecentsurvey,HubSpotaskedrespondentshowmuch
blogsaffectedtheirpurchasingdecisions.Howoendoes
oneproceedtoapurchasedecisionwithbloggingresearch?
71%ofrespondentssaidthatblogsaffecttheirpurchasing
decisionseithersomewhatorverymuch.
THIRDTHIRD
Third,abloggivesyouvaluablerealestatetoplacecalls-to-aconinorderto
generateleads.Atthisstageofthegame,youaretryingtoretainyourblog
readersandengagethemfurtherwithyourwebsiteandyourcontent.Soyou
mightaskthemtoaendyourwebinarordownloadafreeguidethatyouhave.
Calls-to-aconintroduceyourprospectsintothebuyingprocessandstart
qualifyingthem.
CCTASINSIDEBAR
Onepossibleplacementofcalls-to-aconisthesidebarofyourblog.Youcan
createbannerstoadversesomeofyourtop-performingoffersandaddthem
aroundyourblogforvisitorstoclickon.
CTASINBLOGPOSTS
Youcanplacecalls-to-aconwithinthe
blogpostitself,atthebeginning,middle
orendofthearcle.Also,don’tforgettoorendofthearcle.Also,don’tforgetto
createcontextualcalls-to-acon,by
hyperlinkingkeywordstoappropriate
offersthatyouhave.
71%sayblogs
affecttheir
purchasing
decisions.
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HOWTOOPTIMIZEYOURBLOGPOSTS
“Opmizeyourcontenttograbpeople’s
aenonandrankwellinsearchengines.
”
Frequencyandquantyofbloggingarecertainlytwofactorsthatwillimpactyour
businessresults.However,youwon’tgetfarwithoutopmizingyourblogposts.
Youneedtoopmizeyourcontenttograbpeople’saenonandrankwellinYouneedtoopmizeyourcontenttograbpeople’saenonandrankwellin
searchengines.Whatismore,yourblogpostsshouldalsointroduceoffersthat
candirectlyimpactyourleadgeneraonefforts.It’safairlysimpleconcept--the
morevisitorsyoucanaracttoyourblog,themorechancesforconversion!
Inthischapteroftheebook,wewilllookattendifferentwaysinwhichyoucan
opmizeyourblogposts,fromanSEOperspecveaswellasaleadgeneraon
standpoint.
SOCIALMEDIASHARINGBUTTONS
Inthisframework,frequencyofpublishingblogpostsmaersalot.HubSpot’s
researchhasshownthatbusinessesthatblog16to20 mespermonthgetover
two mesmoretrafficthanthosethatblogfewerthanfourmespermonth.
Giveyourblogcontentextendedreach
byincludingsocialmediasharingbu on
(e.g.“Like,”“ShareonLinkedIn,”
“Tweet,”etc.)oneverypost.Thiswill“Tweet,”etc.)oneverypost.Thiswill
encouragereaderstoshareyourcontent
withtheirpersonalnetworksandexpand
itsreachbeyondyourownconnecons.
1
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29. AboutinSegment
Weareaninnovave,full-servicedigitalmarkengagency.Wemaximizeourclient's
onlinepotenalthroughcu ng-edgesoluonsinwebdesign,development,
demandgeneraon,SEOandsocialmediaengagement.Wearecommiedtoyour
bo omlineandalwaysbackupourtaccswithconcreteresults.
Contactustolearnmoreaboutourservicesatwww.inSegment.com
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