WHY DOES

1 BLOGGING
YOUR
HELP
INBOUND
MARKETING?
 WHAT IS BLOGGING?
Your blog is a place to regularly publish and promote
new content related to your business and industry.
 Strategically promote offers.
If your visitor wants to learn more, provide them with that next step.

Do they want to learn

more about the
topic?

Do they
want to
subscribe?
STAND OUT AS AN
EXPERT IN YOUR
INDUSTRY.
BUILD TRUST.
2 HOW DO YOU CREATE
A SUCCESSFUL
BLOG?
BLOGGING BEST PRACTICES
Pick a topic and a title.

Format and optimize the post.

Promote offers on your blog to increase lead

generation. Promote your blog posts.

Analyze the performance of your blog posts.

BLOGGING BEST PRACTICES
Pick a topic and a title.

Format and optimize the post.

Promote offers on your blog to increase lead

generation. Promote your blog posts.

Analyze the performance of your blog posts.

 Write
educational content.
Answer the questions or problems
that people are searching for
answers to.
 WRITE ABOUT
YOUR INDUSTRY,
NOT YOURSELF.
BRAINSTORM A LIST OF TOPICS
• What are the most frequently asked questions?

• What do your buyer personas need help with?

• What do you wish people knew about your

industry?

• What are industry bloggers, social media and your

competitors talking about?

When picking a topic, do keyword research.
Which keywords do your buyer personas use? Which are associated with your industry?
Write about those topics to get found and start ranking higher in search results.
 PICK ONE TOPIC TO
FOCUS ON PER POST.
Make a list of topics
that support a
specific
conversion.
Consider making a list of blog
topics that support this ebook’s
content.
 Start by creating a working title.
Start here to narrow your topic down and focus on one single angle.

TOPIC WORKING
“Choosing paint TITLE
colors” “The Best Colors to Paint
Your Kitchen”
 Include a
long-tail keyword
in the title.
Be sure that the keyword
fits as a description of what
the page is all about.
 Make the value of the post clear.
Set the right expectations – what is the reader going to get out of it?
 Shorten the title.
Google only shows the first 50-60 characters of a title in search results.
WHICH TITLE FOLLOWS BEST PRACTICES?
A. The Key to a Good Meeting

B. How to Have a Team Meeting Where People Pay Attention

and Don’t Fall Asleep at the Table Instead

C. Meeting Leadership Skills

D. How to Stop Holding Boring Team Meetings

WHICH TITLE FOLLOWS BEST PRACTICES?
A. The Key to a Good Meeting

B. How to Have a Team Meeting Where People Pay Attention

and Don’t Fall Asleep at the Table Instead

C. Meeting Leadership Skills

D. How to Stop Holding Boring Team Meetings

WHICH TITLE FOLLOWS BEST PRACTICES?
A. The Key to a Good Meeting

B. How to Have a Team Meeting Where People Pay Attention

and Don’t Fall Asleep at the Table Instead

C. Meeting Leadership Skills

D. How to Stop Holding Boring Team Meetings

WHICH TITLE FOLLOWS BEST PRACTICES?
A. The Key to a Good Meeting

B. How to Have a Team Meeting Where People Pay Attention

and Don’t Fall Asleep at the Table Instead

C. Meeting Leadership Skills

D. How to Stop Holding Boring Team Meetings

BLOGGING BEST PRACTICES
Pick a topic and a title.

Format and optimize the post.

Promote offers on your blog to increase lead

generation. Promote your blog posts.

Analyze the performance of your blog posts.

Whitespace is
your friend.
It allows the visitor to focus on
the content, not the clutter.
 Use section headers,
bullets or numbered
lists to highlight your
points.
 Bold important information
Help readers quickly understand the key takeaways from the post.
Include images to visually break up your text.
Place an image at the top of each post to entice your visitors to readfurther.
Include images to visually break up your text.
Place an image at the top of each post to entice your visitors to readfurther.
BLOGGING BEST PRACTICES
Pick a topic and a title.

Format and optimize the post.

Promote offers on your blog to increase lead

generation. Promote your blog posts.

Analyze the performance of your blog posts.

 Optimize the post around the long-tail keyword.
Is it in the page title?

Is it in the URL? Is it in the post title?

Is it in the image alt-text?

Is it used naturally in the body?

Is it in the headers?
 Include relevant
internal and
external links within
the post.
BLOGGING BEST PRACTICES
Pick a topic and a title.

Format and optimize the post.

Promote offers on your blog to increase lead

generation. Promote your blog posts.

Analyze the performance of your blog posts.

USE YOUR BLOG
TO
STRATEGICALLY
PROMOTE YOUR
CURRENT
OFFERS.
Feature CTAs on blog sidebar.
You might want to
insert
a CTA after the first
few paragraphs.
Try and include a passive
CTA through
hyperlinked text.
HubSpot performs
CTA tests all the
time.
Include a CTA at the end of each post.
This offer should be relevant to the content that a visitor has just
read.
BLOGGING BEST PRACTICES
Pick a topic and a title.

Format and optimize the post.

Promote offers on your blog to increase lead

generation. Promote your blog posts.

Analyze the performance of your blog posts.

 Leveragin
g your
website.
You can use your
blog sidebar to
promote your recent or
most popular posts,
and add your blog to
your primary website
navigation.
Link internally
to your blog
posts.
Share posts on social media
Promote them when you publish and
include social sharing buttons at the top of
the posts.
 Promote posts through email.
Send your buyer personas relevant content, include posts in
newsletters, and create a blog digest email for your
subscribers.
BLOGGING BEST PRACTICES
Pick a topic and a title.

Format and optimize the post.

Promote offers on your blog to increase lead

generation. Promote your blog posts.

Analyze the performance of your blog posts.

BLOG METRICS TO ANALYZE
Look at the number of views for each blog post.

Filter your most popular posts by topic, author or

channel of promotion.

Look at the number of clicks on the CTA at the end

of an individual post.
BLOG METRICS TO ANALYZE
Look at the number of views for each blog post.

Filter your most popular posts by topic, author or

channel of promotion.

Look at the number of clicks on the CTA at the end

of an individual post.
BLOG METRICS TO ANALYZE
Look at the number of views for each blog post.

Filter your most popular posts by topic, author or

channel of promotion.

Look at the number of clicks on the CTA at the end

of an individual post.
WRITE CONSISTENTLY
AND FREQUENTLY.
BLOGGING BEST PRACTICES
Pick a topic and a title.

Format and optimize the post.

Promote offers on your blog to increase lead

generation. Promote your blog posts.

Analyze the performance of your blog posts.

 WHAT DOES A
3 SUCCESSFUL
BLOG POST
LOOK LIKE?
 Did they pick a good topic?

Educational
subject

Topic their buyer

personas want
to Writing about
hear about their industry,
not their
 Did they pick a compelling title?

Value of the
Long-tail
post is
keyword under
clear
60 characters

The title pops!

 Which formatting best practices do you see?

Image

Whitespace

Section header
 Is this post search engine optimized?
Page title URL

Image alt-text

Body
 Are they promoting their offers?
Subscriptio
n form

Promotin
Content g offer in
offer sidebar
relevant to
the topic at
the bottom of
the post
 Are they promoting their post?

Social sharing
buttons

Links
to
popular
posts
 Additional Tips for blogging

Search on Buzzsumo
Search your interest blogs and bloggers on Google
 Blog Post Ideas
• Useful Content
– List post
– Case study
– How to
– FAQ
– Problem/Solution
– Research
–Stat
– Ultimate guide
–Series
– Definition post
– Youtube cut-up post
 Blog Post Ideas
• Being Generous
– Profile post
– Crowdsourced post
– Interview post
– Link roundup post
– Quote Post
THANK YOU.