Blogging Guide for Lead Generation
A content rich blog can be a surprisingly good tool for you to drive leads through to your sales funnel. Building a business blog can create a huge source of content that you can re-use through other marketing mediums. Here’s my blogging guide for lead generation.
Before you say, ‘I can’t’ or ‘I hate writing’, or if you don’t know where to start, you’re not the only one. I’ve been one of those people. However, I’ve learnt that it doesn’t take much to do it and, if done correctly, it can be quick as well!
Also, I need to point out, this is not a blogging guide that tells you about the content structure, SEO, or how to write one. This post is a guide to turning your blog into a lead generating traffic source.
First, let’s consider why you might do a business blog.
Why do a business blog?
Many businesses shy away from this as a marketing tool, believing it won’t generate leads for them. I’d agree and disagree.
I agree, if you follow the standard way of just adding a blog after a blog, it wont! There are millions posted everyday. At the time of publishing this blog, this live counter showed 3 million plus blog posts had been published the same day.
It may be impossible for yours to become a successful blog with so much noise out there! But if you can use your blog to generate leads, thereby cutting through the noise – I’d rather have this than a successful one that doesn’t generate traffic and leads. Wouldn’t you?
Hubspot, one of the top marketing companies, has a really successful blog because they add value for their readers. They have found that blogs are an important source for them, and businesses as a whole.
Over the years, they’ve published loads of statistics about blogs. Here are a few from a 2018 summary blog post on marketing statistics and blogging in particular.
- In 2017, they found 53% of marketers said blog content creation is their top inbound marketing priority.
- They advised in 2016, titles with 6-13 words attract the highest and most consistent amount of traffic.
- 1 in 10 blog posts are compounding, meaning organic searches increase their traffic over time,
- And compounding blog posts make up 10% of all blog posts and generate 38% of overall traffic.
- Over its lifetime, one compounding blog post creates as much traffic as six decaying posts.
- From their 2015 analysis, B2B companies that blogged 11+ times per month had almost 3X more traffic than those blogging 0-1 times per month.
- Companies that published 16+ blog posts per month got about 4.5X more leads than companies that published 0-4 monthly posts.
- Whereas, B2C companies that blogged 11+ times per month got more than 4X as many leads than those that blogged only 4-5 times per month.
- However, 43% of people admit to skimming blog posts, and;
- On average, buyers tend to read between three and five pieces of content about a business or product before engaging or starting the buying process.
What do all those stats mean?
Building a block of content will add value over time. It adds to your credibility, your online presence, and provides a stock of content you can re-use. It is this later point I was introduced to by a great friend of mine, Simon Scholes of Perception Studios.
Do I expect people to read my blog posts? Not in the beginning, but over time – Yes. As I build a reputation, and drive traffic to the blog and website from the different content I generate from the blog posts.
My Blogging Guide for Lead Generation
There are hundreds of blogging guides out there that show you how to write one, how to structure it and when to post, etc.
Use this blogging guide to generate leads, to enable your blog to become a traffic source for your website. Once you have traffic you can generate leads.
First, write the blog; add the value; craft it so it has all the SEO points it can gain.
Contrary to popular belief, Google and the other search engines do like to see these SEO elements in place. Their robots will pick up this detail to help the search engines build the picture as quickly as possible. If they think it has all the elements their algorithms love, they see it as a good source of content to present to people.
But we want to make it better.
Yes, you can promote it through the usual social media posting – but it has a shelf life. We want to use this piece of content to generate more traffic.
Here’s what you do when you have the content – you make more content from it!
- First, do a Facebook Live based on this content
- Download the video you create
- Post the video on other video services – all pointing back to your goal for the content
- Use the audio to make a podcast
- Use the video content and break it up into small, short, tip videos
- Take quotes from the Facebook Live and make memes from them
- Post all the different elements all over social media for 12 months!
Point all these back to the blog, the website, or even a Sales funnel! Traffic from these other sources helps boost Google’s picture of you online, which in turn will boost your traffic, increasing your lead generation.
Now, before you say, ‘I don’t have a video studio’, you do. As Simon says in all his talks, you have a studio in your back pocket – your phone. Use it in conjunction with this content and you’ll make your blog into a lead generating machine.
That was my blogging guide for lead generation.