Blogging Basics

Why Blog?

B2B companies that blog get 67% more leads than those that don’t.

(Source: HubSpot)

To Get Found

You are the expert in your field. Your perspective is unique and valuable!

Build Influence &Personal Brand

80% of sales require 5 follow-ups.(Source: HubSpot)

To Nurture Prospects

How to Get Found

Search Engine Optimization (SEO): Increasing the quantity and quality of traffic to your website through search engine results. (Source: Moz)

In other words … We all want to be at the top of search results!

SEO Basics

What Affects Search Results?

● Quality of content (useful, educational)● Quantity of content (blog frequency)● Searcher’s intent (i.e., “best cupcakes in Cleveland”● Site authority (size, history, links back to site)

How to Optimize Your Blogs1. Start with a strong

keyword—one that is relevant to your audience, has a high monthly search volume and is competitive.

Use Keyword ToolsThe HubSpot keyword tool shows the monthly search volume for a particular phrase, your website’s current ranking for that phrase and how difficult it will be to improve your ranking based on the competition.

It also shows the cost of paid advertising for that phrase.

Examples of Strong Keywords● Content marketing agency● Video marketing services● Best B2B websites● Inbound marketing tools● Healthcare marketing agency

Thinking It ThroughHere’s an example of a keyword strategy taking shape for a clinical research company:Weak keyword: auditBetter keyword: clinical research auditSearch query: Do we need a clinical research audit?Blog title: 5 Signs You Need a Clinical Research Audit

When In Doubt, Ask...● What questions do prospects ask our sales

team?● What questions do we hear from clients?● Does it align with our expertise and services? ● What phrase would I type into Google?

When In Doubt, Ask...● Is this phrase familiar within our industry?

● What’s in the top results for this phrase now? ● Can we be more specific?

(Ex. : Medical device CRO selection criteria)

How to Optimize Your Blogs2. Use that keyword strategically in the:● Blog title● URL● Blog body (at least once)● Meta description (155 character description)● Image alt text● Links to relevant pages

Avoid Google Penalties!● Use keyword phrases naturally

● Don’t overuse them● Repurpose content; don’t duplicate● Use links to cite your sources

It’s A Balancing Act● Focus on ONE keyword phrase for each post● Avoid over-using other phrases not relevant to

your primary phrase (Ex.: Repeatedly mentioning a specific medical device that

failed could lead to ranking for that device instead of your keyword)

● Above all, be conversational: Don’t be a robot!

How to Get Noticed

Is Your Blog Worth Reading?

Readers judge based on the headline.

Reality check: 8 out of 10 people will read your headline, but only 2 out of 10 will read the rest of the post! (Source: QuickSprout)

What Makes a Great Headline?

Short and Sweet. Google cuts off headlines < 70 characters in search results.

The perfect headline length is six words or 55 characters.

What Makes a Great Headline?Strong Action Words.

What Makes a Great Headline?Negative Emotions.

What Makes a Great Headline?A Promise.

What Makes a Great Headline?

A Winning FormulaNumber or trigger word + Adjective + Keyword + Promise

Ex: 9 Secrets for Writing Irresistible Blog Headlines

Test Headlines: CoScheduleUse the free tool at coschedule.com/headline-analyzer

How to Engage

Hook Them with the IntroA story, a promise or shocking statistic can go a long wayto entice readers.

“I’ll show you 15 thoughts about life that will forever change the way you live. Do you have 15 minutes?”-Darius Foroux, entrepreneur and author

Break Up Your Blogs

People don’t read—they skim! Use subheads, short paragraphs and images.

Be Conversational● Talk about your own experiences.

● Put yourself in your readers’ shoes. ● (How will this make their job easier?)● Limit jargon and acronyms.● Use humor when appropriate.

Continue the Conversation

Help Them Take the Next StepA call to action (CTA) is an invitation for the reader to take the next step, such as…● Downloading a resource● Scheduling a demo● Requesting a consultation

CTAs that Close the Deal

CTA Best Practices

● Focus on one thing you want them to do next● Make sure the CTA is still relevant ● Tie the CTA into your conclusion naturally

● Link to the resource and add an image CTA● Test different CTAs and CTA variations

That’s Great...Now What?

Blog Starter Ideas and Brainstorming

Questions?