How To: One Post. Multiple Lead Generation Opportunities
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1 How To: One Post. Multiple Lead Generation Opportunities Creating leads using a content management strategy.! December 2013!"
2 10 Benefits of Blogging 1.! You become a better writer.! 2.! Video skills may improve.! 3.! You will learn.! 4.! People will hear you.! 5.! Expert status.! 6.! Researcher.! 7.! Power networker.! 8.! Memory will improve.! 9.! Creativity will increase.! 10.! Synergies & Synthesizes focus! &"
3 B2B companies that blog, get 88% more leads/month than those that don t. Source: An Introduction to Business Blogging - HubSpot ("
4 Increasing Leads w/ 1 Post 1 Think of your blog as a campaign, and use it as an anchor" for other content links.! 2 Leverage the topic in several ways, including:!! Client s as a main topic!! Client s as a subtopic or navigational " item!!! Include a lead generation form on blog posts.! Add a link within an signature! Create a slide deck based on the topic, then" share it on SlideShare! 4"
5 Increasing Leads w/ 1 Post, cont. 2! Develop a short, two-minute of less video on the topic. " Add it to your website, blog, or s.!! 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.! 3 Develop a content calendar based on seasonal or topical " information using the blog post.! 5"
6 Increasing Leads w/ 1 Post, cont. 4 Measure. Monitor. Report! 5 Create a system. Once you ve done this a few times, you ll begin" to see a pattern develop.! 6"
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.! 7"
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.! 8"
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?! 9"
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?!!'"
11 Define The Sequence Objectives! $" Target! Audience! Set! Budget! Business! Case! Define! Culture! Skilled! Bloggers! Build! Awareness! Track! Metrics!!!"
12 Writing Blog Headlines! Tap into fear. Warning: [Fill in the blank]!! Examples:!! Warning: Boring Headlines Can Kill Your Blog!! How Safe is Your Blog from Being Attacked?!! Tap into common mistakes.!! Examples:!! Are You Making These 7 Blogging Mistakes?!! Do You Recognize These 5 ways to Ruin Your SEO?!!&"
13 Writing Blog Headlines, cont.! How-To Headlines.!! How to Blog Better.!! How to Get More Facebook Fans Without Spending a Dime.!! List Headlines.!! 5 Ways to Write Better Headlines!! 27 Tips for Getting More Blog Subscribers!!("
14 Calls to Action Without a proper call-toaction moving people along, and directing them from point A to point B, they would be left with an incomplete! campaign, an incomplete picture.! CTAs should run between 90 and 150 characters and include explanatory! subjects and verbs.!
15 Calls to Action Examples!"#"$%&'()*+,% Image Source: Whole Foods!
16 Blogging No-No s 1.! Not integrating the blog with your website! 2.! Publishing too much content about yourself! 3.! Publishing infrequently & inconsistently! 4.! Posting off-topic or unfocused content! 5.! Offering no content variety! 6.! Failing to encourage engagement " and conversation!!6"
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!!7"
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!!8"
19 Content Calendar!9"
20 UTM Codes Creating trackable URLs allow you to see what s being viewed by media, topic, and campaign. Here s an example:! &utm_medium=social&utm_campaign=campaignname! &'"
21 Content is King.! Distribution is Queen.! Parting Words &!"
22 Download this slide deck to get started today! Read more great tips on our blog at or sign up for our free, daily newsletter at &&"
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