7 Tips for Writing Blog Posts that Generate Leads
The internet: it’s the place we go for answers to some of life’s seemingly unanswerable questions. Chances are, if you have a problem, and an internet search leads you to the website of a company who has information to help you solve it, you’ll remember.
Over the years, businesses have caught on to this fact and started using blog posts as a way to drive traffic to their sites and generate leads. From here, the term content marketing was born.
How to Write Blog Posts for Lead Generation
At this point, the internet is saturated with content and search engines have caught on. This doesn’t mean blogging isn’t effective anymore, but it does mean we have to be more mindful of the content we’re creating.
In order for blog posts to have an impact, they need to actually be useful. Plugging a bunch of keywords in to a useless article will no longer put you at the top of the search results. And it won’t do much to buid your credibility either.
If you’re interested in adding a content marketing strategy to your business plan, here are some tips on how to write blog posts that deliver results.
1. Utilize Buyer Personas
When you write a blog post, you should be writing to one person, rather than a huge group of people. First and foremost, you should figure out who it is you are talking to.
Who is your ideal buyer? Do research and be as specific about this as possible. Understanding your audience is the first step to creating great content.
2. Listen First
Now that you understand who your ideal customer is, it’s time to start listening to them. This might be in their preferred online platforms and groups, through surveys or review mining.
What problems do they have that you can help them solve?
3. Adopt an Appropriate Style and Tone
Adopt a style, language and tone of voice that is be familiar and relatable for your audience.
If you’re not sure what this looks like, again–start by listening. Observe the way your customers communicate with one another and try to adopt that tone in your blog posts. Avoid using jargon or terms that will be confusing and unfamiliar to your readers.
4. Use Keywords
Keywords can still be helpful, but they’re not everything. Do your research, but try to incorporate keywords organically. If you’re a good writer, this should come pretty naturally. If you’re not, consider hiring one.
5. Write for Your Audience, Not Yourself
If you’ve been listening to your customers, you should have an idea about some of the things they’re interested in. What questions do they have? Find out, and write blog posts that answer those questions better than anyone else.
6. Strategize for the Buyer Journey
Writing with your customers in mind means having an understanding of what their journey will be when they stumble upon your site or product.
Write blog posts that walk customers through the buyer journey, with you as the helping hand.
7. Share Your Blog Posts With the right People
Ultimately, if you’ve taken the previous steps and listened to the questions your prospects are asking, you should be able to find places to share your content with people who might actually find it useful.
Share your content with these people, but avoid hard or aggressive e-sells. You’ll be much more likely to generate blog leads if you target your efforts.