The Fundamentals of Blogging

OTime to complete: 2 hours

This project will walk you through writing a targeted blog post to attract leads and promote an offer in 4 easy steps.

Goal: Provide the solution to your prospect's problem.  

Why: Strangers search for information online. Your blog posts will provide answers to their questions building trust with prospects and customers.

 

Blogging stats
Step 1: Pick a topic and title.
Learn how

To-do

  1. Pick one topic to focus on per post.
  2. Use keyword research to help determine your topic. Focus on keywords that are associated with your industry, and that your target audience searches for.
  3. Use your broad topic such as, “Choosing Paint Colors”, to determine a specific working title such as, “Best Colors to Paint your Kitchen.”
  4. Make the value of the post clear in the title.
  5. Keep the working title under 60 characters and include a longtail keyword (3-5 words).

Pro Tip

You want to write educational content that answers the questions and problems that people are searching for. Write about your industry and not yourself.
Need some help choosing a keyword?
Read the Keyword User Guide!
Step 2: Format and optimize your post for people and search engines.
Learn how

To-do

  1. Use section headers, bullets, numbered lists, and bold important text to make your message easily digestible.
  2. Include images and place one at the top of every post.
  3. Optimize for search engines by taking your long tail keyword from your post title and including it in the page title, image alt-text, url, headers, and naturally throughout the body.
  4. Don’t be afraid to break up long tail keyword, or use synonyms of the words.
  5. Include relevant internal and external links but don’t go overboard, you only want to link to 1-2 sources at most.

Pro Tip

White Space is your friend! Don’t overcrowd your post with text. You want important information to clearly stand out.  If everything is bold, nothing is bold.
Need help formatting your post?
Download your 5 Free Blog Post Templates!
Step 3: Promote your offers on your blog.
Learn how

To-do

  1. Provide your visitor with the clear next step on your blog.
  2. Provide an offer that gives them more educational content and is about the same topic as the post.
  3. Place the offer, in the form of a Call-to-Action, at the end of the post.
  4. Ask people to subscribe to your blog.

Pro Tip

Use your blog posts to revitalize and promote older offers. Just because an offer is older doesn't mean it’s decreased in value!
Want to turn your blog into a powerhouse for lead generation?
Check out this article and take your blog to the next level!
Step 4: Promote your blog post.
Learn how

To-do

  1. Leverage your website by adding a sidebar with a blog feed, and a link to your blog on your main website navigation bar.
  2. Share posts on social media. You can even re-share older blog posts as long as they’re still relevant.
  3. Include social sharing buttons at top of post making it easy for your readers to share it with their followers.
  4. Promote your post through email by sending your leads relevant content about their interests and pain points.
  5. Create a daily, monthly, weekly, digest for your subscribers.

Pro Tip

Write consistently and frequently. The more often you post quality content, the more it will help your organic search ranking and the more effective it will be at attracting leads, and converting them into customers, advocates, and followers of your brand.
Finished this project?  Schedule a call to review with HubSpot's Sales Team.