A blog is a place where you share ideas and interesting thoughts. This content attracts readers that help boost search rankings. A business blog is the centre piece of your lead-generation strategy. Combined with other marketing tools, it helps you attract more of the right people to your website where they can be converted into customers. Making the most of your business blog involves more than dashing off the occasional article and posting it online. True success requires focus, consistency, and an eye towards what’s really important to your best prospects. See how you can build credibility and improve your search ranking through blogging. Download a copy of our guide today at: https://www.kayakonlinemarketing.com/blogging-for-lead-generation

1. Blogging for Lead Generation
And Search Improvement

2. What is a blog?

3. It’s the Bait!

5. 1. Differentiate you from your competition
2. Build credibility for your business
3. Improve search ranking
4. Provide a reason for people to visit
A Strong Business Blog Will:

6. Your Key to Content Marketing Success:
The Editorial Calendar

7. Strategic Blog Planning

8. • Your blog shows you are willing to share your knowledge
which builds people’s trust
Blogging Builds Credibility
• Your blog builds your business up as a source of educated,
informative opinions on subjects that matter in your field
• Your blog allows you or your team members to become
thought leaders
• Consistent blogging shows the industry you are both
professional and reliable

9. • Your blog keeps your company top of mind with your
prospects by creating a personal connection with them
Blogging Differentiates You
From Your Competition
• Your blog can illustrate your approach to business
problems and show your (or your brand’s) personality
• Your blog is your own - it isn’t dependant on a specific
3rd party platfom and you are in complete control

10. • More visitors
Blogging Improves Search Ranking
• More site content
• More click-throughs
• More time on page
• More quality back links

11. Format your articles for SEO

12. ❑ Page Title
Your page title shows up in the tab of the
browser window. It should be short and
sweet, and on topic.
❑ Blog Post Headline (H1)
This incorporates relevant keywords and key phrases.
❑ URL
Double check that your URL matches the title and
does not contain any odd characters or numbers.
❑ Meta Description
Write your meta description well to entice
readers into clicking your article.
❑ Article Length
You want to make sure your articles are long enough to
help impact your SEO and deliver relevant content to your
reader. Aim for at least 400-600 words, but we’ve found
that 1200 words is the sweet spot.
❑ Paragraphs
Avoid large or bulky blocks of text.
Blog Formatting Checklist
www.kayakonlinemarketing.com
❑ Links within a paragraph
Best practice is to include two links to relevant
site pages or material (1 near the top and 1 near
the bottom of the article).
❑ Subheadings
Format your subheadings appropriately
with H2, H3, etc.
❑ Inline Image
Make sure to include an Image Alt Tag that
references the page topic and describes the image.
❑ Featured Image
A relevant and interesting image has been
included in the article for visual appeal.
❑ CTA
Include a relevant CTA at the end of the article.
❑ Categories/Tags
Relevant categories and tags are selected
(not too many, usually 3 will do).
❑ Author
Make sure the correct author name has been set.
❑ Proofread
When complete, double-check the spelling,
formatting and layout in preview mode.
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13. Set Yourself Up For Success
• Let Personas guide you - they are your
best prospects
• Use professional imagery that catches
the eye and makes you look good
• Post 1-2 times per week as long as you can
keep up with your engagement
• Proofread but don’t sweat it too much
if there’s an occasional typo - it can add
to your authenticity

14. Publish and share for maximum impact

15. Extend Your Reach with
Interesting Content

16. Quality Topics
+
Quality Engagement
=
Relationship Building

17. Your blog is not a sales tool.
[ It’s a relationship tool that leads to sales. ]

18. #BlogforEngagement
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@kayak360

19. Handout:
Blogging For Lead-Generation
kyak.mobi/2cPUGvJ

20. Blogs About Blogging
Blogging, Engagement, and Editorial Calendar Strategy
kyak.mobi/2cEfXJa
15 Business Blogging Mistakes
kyak.mobi/1pHBEw3

21. Empowering you and your online marketing to succeed
KAYAK Online Marketing
www.kayakonlinemarketing.com

22. Bonus Material:
Marketer’s Toolkit
kyak.mobi/2cEgE5f