Sharing content on social media and digital marketing helps to keep your firm’s name top of mind. However, who has the time to write content every week? Here is a primer to help you get started with creating a solid blog post that provides a ton of lead generation opportunities for your company. Create it once. Share it many times. This document offers insight into: - 10 Benefits of Blogging - Increasing leads with one post - Developing your story - Blogging tips for beginners - The sequence of events - Writing blog headlines and calls-to-action - Blogging No-No’s - Developing a content calendar - Creating UTM codes

1. How To: One Post. Multiple Lead
Generation Opportunities
Creating leads using a content management strategy.!
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December 2013
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2. 10 Benefits of Blogging
1.! You become a better
6.!
writer.!
7.!
2.! Video skills may improve.! 8.!
3.! You will learn.!
9.!
4.! People will hear you. !
10.!
5.! Expert status. !
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Researcher.!
Power networker.!
Memory will improve.!
Creativity will increase. !
Synergies & Synthesizes
focus !
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3. B2B companies that blog, get 88% more leads/month than those that don’t.
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Source: An Introduction to Business Blogging - HubSpot
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4. Increasing Leads w/ 1 Post
1
Think of your blog as a campaign, and use it as an anchor"
anchor
for other content links.!
Leverage the topic in several ways, including:!
•! Client emails as a main topic!
•! Client emails as a subtopic or navigational "
item!
•! Add a link within an email signature!
•! Create a slide deck based on the topic, then"
share it on SlideShare™!
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2
Include a lead
generation form
on blog posts. !
4"

5. Increasing Leads w/ 1 Post, cont.
2
3
•! Develop a short, two-minute of less video on the topic. "
Add it to your website, blog, or emails.!
•! 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. !
Develop a content calendar based on seasonal or topical "
information using the blog post. !
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6. Increasing Leads w/ 1 Post, cont.
4
5
Measure. Monitor. Report !
Create a system. Once you’ve done this a few times, you’ll begin"
to see a pattern develop. !
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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. !
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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.!
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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? !
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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?!
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11. The Sequence
Define
Objectives!
Target!
Audience!
Define!
Culture!
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Skilled!
Bloggers!
$"
Set !
Budget!
Build !
Awareness!
Business!
Case!
Track !
Metrics!
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12. Writing Blog Headlines
•! Tap into fear. Warning: [Fill in the blank]!
–! Examples:!
•! Warning: Boring Headlines Can Kill Your Blog!
•! How Safe is Your Blog from Being Attacked?!
•! Tap into common mistakes.!
–! Examples:!
•! Are You Making These 7 Blogging Mistakes?!
•! Do You Recognize These 5 ways to Ruin Your SEO?!
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13. Writing Blog Headlines, cont.
•! How-To Headlines.!
–! How to Blog Better.!
–! How to Get More Facebook Fans Without Spending a
Dime.!
•! List Headlines.!
–! 5 Ways to Write Better Headlines!
–! 27 Tips for Getting More Blog Subscribers!
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14. Calls to Action
Without a proper call-toaction moving people
along, and directing
them from point A to
point B, they would be
left with an incomplete!
campaign, an incomplete
CTAs should run between 90 and 150
picture.!
characters and include explanatory!
subjects and verbs.!
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15. Calls to Action Examples
!"#"$%&'()*+,%
Image Source: Whole Foods!
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16. Blogging No-No’s
1.!
2.!
3.!
4.!
5.!
6.!
Not integrating the blog with your website!
Publishing too much content about yourself!
Publishing infrequently & inconsistently!
Posting off-topic or unfocused content!
Offering no content variety!
Failing to encourage engagement "
and conversation!
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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!
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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!
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19. Content Calendar
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20. UTM Codes
Creating trackable URLs allow you to see what’s being viewed by
media, topic, and campaign. Here’s an example:!
http://www.MyDomainName.com/?utm_source=Twitter"
&utm_medium=Social&utm_campaign=CampaignName!
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21. Parting Words
Content is King. !
Distribution is Queen.!
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22. Download this slide deck
to get started today!
Read more great tips on our blog at
http://penheel.com/blog/, or sign
up for our free, daily newsletter at
http://bit.ly/PnhlMrktngNws. !
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