If you’re reading this post, then you’ve probably heard that blogging is integral to the success of your inbound lead generation efforts. That’s true! 

Now, you have to actually churn out content for your blog that viewers care about and WANT to read. It seems easy until you get started. This piece will help you start a blog that stands out from the rest. Creating a blog is easy. Creating a good blog.. now that’s the challenge.

You see, a good blog does more than just create awareness for your company. It helps you to establish your expertise, authority, and trustworthiness (EAT). It creates an opportunity to grow your inbound funnel- above and beyond! 

Want to run an authentic and successful blog like SweatLeaf Tea, Citrix, and Ecoki? This guide will help you through that process.

1. Write What’s in Your Mind

One of the biggest hurdles that B2B startups face is: “Who will blog for us?”

So many individuals believe they’re “not writers.” 

In truth, blogs are merely your advice and thoughts put on paper (or visuals). When you pen down your thoughts, incredible things happen. Inspiration allows your mind to wander in imagination, and before you know it, you’ll have some deeply thought-out and authentic content. People want honesty. They want stories, and they want narratives. So tell the truth! Talk about failures, successes, and techniques. 

If you have a marketing team, it’s prudent to brainstorm how best to optimize your thoughts and ideas. One more thing, if at all you outsource your content, you’ll need to write down your thoughts first. 

2. Picture Yourself in Your Audience’s Situation

To write a truly compelling blog, ask yourself: “What’s the ONE takeaway that I would want my readers to gain from the post?” Go ahead and write with this takeaway in mind- don’t get lost in a web of other diverse ideas. Put your mind on the one thought, one story, and one solution that will keep your audience glued to the end.

3. Aim for Clickable & Captivating Headlines

No one enjoys reading a blog that has a drab, uninspiring title.

Consider passing your blog headline through a title analyzer. Alternatively, employ the following tactics:

  • Incorporate keywords in your title to boost organic search outcome and general SEO
  • Add trigger words or phrases like ‘How,’ ‘Here’s, and ‘Why.’
  • Use compelling adjectives like powerful, top, surprising, amazing, and so on.
  • Remember to include rationale like hacks, tips, dos, tricks, reasons.
  • Numbers excite readers- i.e., 5 Reasons Why
  • Make your title as short as possible to avoid search engine trimming it for you (don’t go beyond 100 characters)

 4. Irresistible Intro

60% of customers feel good about a company after reading its blog post. The truth is, your blog post wouldn’t be authentic and informative if it has a poor introduction.

If you want your audience to read beyond the headline, you’ve got to pique their interest with an equally compelling intro. 

We recommend using these two simple tricks to change the way you open your business blog:

  • Make a declaration or state a fact: Every marketing director understands the importance of lead generation.
  • Begin with a question: Want to learn how to turn buyer intent data into revenue?

It might seem obvious, but ensure your intro relates to your blog concept. Otherwise, you’d be left with furious readers who feel like they’ve been duped and that they’ve wasted their time.

5. Narrate a Story

Creating a blog that generates leads boils down to how well you can make it catchy. Part of that involves narrating a story to reflect your company’s goals, ideas, mantra, and so on.

Stories not only depict why clients buy from you but also what makes you stand out from your competitors. Focus on narrating stories about your day-to-day interactions with clients.

When you write a blog, let client and staff actions portray the trust you’re cultivating with your prospects. A well-elaborated story elicits emotions and creates a mental picture of your company, which is very crucial in building trust. 

6. Add Visuals

Incorporating visuals (or even videos) can help readers engage with the blog. For many of us, our attention spans are short- probably 2-3 seconds. Plus, your customers want to absorb key takeaways after they’re done reading.

Did you know that people absorb 65% of the information when written content is paired with visuals? That’s a stark contrast to only 10% of the information when visuals are lacking. 

Consider adding a visual, like a chart or an infographic, to summarize key points from your content. This can lead to an increased retention rate for your article. Besides, it makes it easier for readers to remember the content.

7. Employ SEO Optimization Tactics

Blogs are usually regarded as a goldmine for two primary reasons:

  • Search engines are constantly looking for new, up-to-date, and relevant content when ranking websites, and blog posts are useful at providing it
  • Prospects and clients read them before they go shopping

That said, you’ll have to perform a bit of research for the keywords (and phrases) your prospects use to look for your offering- be it products or services. Keyword.io and Google Keyword Planner are excellent tools to use. Then proceed to optimize your post for essential SEO ranking factors.

Some of these factors include:

  • Use of target keywords (place them on your content’s URL, headline, first and last 150 words of your blog, and headers)
  • Correct formatting (using bullets, HTML tags, and so on)
  • Adding inbound and outbound links
  • Voice research optimization

 8. Focus on Readability

When churning out pieces for your site, consider every type of reader. Some will only scan your post. Some will abandon it halfway while others will read from the start from to finish. 

To make your content easy to read for all audiences, be sure to:

  • Utilize bullets 
  • Break up wordy paragraphs (5 sentences per block is ideal)
  • Utilize sub-headings
  • Employ block quotes.

 9. Add a Precise Call-to-Action

There’s something about a call-to-action that makes it such a crucial part of blogging: it’s here that you pull readers down your sales pipeline.

Whether it’s to request them to share your write-up, drop a comment, subscribe to your newsletter, or simply visit your catalogue, make sure you clearly write what you’d love them to do. 

If your blog has amazing content, most readers will gladly share it. This allows your business to receive more genuine leads and, of course, more loyal customers as time goes by.

Now that you’ve learned our top tips for creating a blog that people (clients and prospects) WANT to read, take up thy pen and blog like a badass. For more assistance on lead generation through content creation, get in touch with our team today. We are the content and inbound marketing gurus to trust!

Jake Moffett

Jake is the Growth Manager at RevenueZen. He works with a number of entrepreneurial clients to help them tell their personal stories as it relates to their professional brands. He has three cats, loves bread, and is a pop singer under the name Jame Doe.