I never thought that business blogging would be so effective. The thought that was going in my head before I’ve started this journey was like “Nobody is reading blogs anymore”… It even continued;
- “Everyone is watching videos.”
- “Visual images are way more effective than written material.”
- “The attention span of people is really low. Who would read pages of text? No one.”
- And on and on…
I don’t know if you’ve been thinking the same about business blogging. The truth is, business blogging works. Look at what we’ve achieved in the past 1,5 years by only implementing business blogging strategies in one of our businesses.
That CRM statistic made me curious, so I pulled out a pen and paper to calculate the return on investment… The math shocked me. It was equal to 2,562.50% contact growth in the given timeline.
This clearly states that business blogging is as effective as all the other strategies to get more inbound leads to your business (if not the best).
Did I get your attention now?
3 Important Benefits of Applying Business Blogging
Look… In this blog post, I’m going to show you an easy path to implementing business blogging in your business. This requires some work but I promise to you: Once you put enough effort into this strategy, you’ll have a business that will thrive for years. Why?
- Business blogging will generate automated inbound leads every day by driving traffic to your website.
- Business blogging gives you the authority and expertise so that people trust your business, rather than your competition.
- If you use effective business blogging strategies, you’ll build strong awareness in your market space as a trusted source.
Of course, there are many more benefits to using business blogging… Check this list if you want to dive into the nerdy statistics.
If you’re ready to take action, here is what I have for you: In this post, you’ll learn the step by step process of implementing business blogging. This process helps businesses to generate awareness in their market space, but not only that. It’ll help you to get automated inbound leads on a daily basis.
We’ll cover the creative process but also some of the technicalities. This blog post is written in a way that you can send it to your Content Marketer for implementing today. No time-waisting.
Get your pen and paper ready…
Revealing Our 10-Step Process On Writing, Editing and Publishing A Blog Post That Generated 702,644 Visitors In Only 1 Year
Let’s do quick math before we continue with the details.
Assume that you’ve set your website in a way that it generates leads. Your website gives your visitor an incentive to give you their email address or phone number (more on that later).
And also assume that you get 10,000 unique visitors a month. With only a 1% conversion rate, you’ll have 100 inbound leads a month. These are people that showed interest in your services without you making the initial contact.
How valuable is that?
And let’s assume that you or your sales team is averaging a 30% conversion rate on sales calls (which is really low for inbound leads).
That equals to 30 customers a month. Further, assume that your service charges $1,000 a month. It equals to $30,000 extra revenue.
How would $30,000 extra revenue change your business and life?
I’ve gone ahead and did this calculation with conservative numbers. 10,000 unique visitors a month is really low for a website if you’re using consistent business blogging. And a 30% conversion on sales calls with inbound leads is also pretty low.
If you would double both numbers (assuming you have 20,000 monthly visitors and 60% conversion on inbound leads), your monthly revenue will be $60,000.
Impressive, isn’t it?
Business blogging will increase your inbound leads. That is for sure. But the question becomes the following:
How Do You Use Business Blogging Effectively?
It’s true that one of our businesses generated 702,644 visitors in 2019. There is no advertising included. All the effort we’ve made with business blogging in 2018, gave us the results in 2019.
In this blog post, I’d like to show you the steps we use for writing, editing, and publishing high-traffic blog posts.
Look, we won’t go in-depth on each step. At the moment, our team is working on a blog post series that we’ll publish in installments. As soon as we’ve published one installment, it will be linked in this post.
Let me start with step number 1.
“Not all of your customers read blogs, but they all use Google to find answers and information. If your blog has the information they’re looking for, they’ll find that information and discover your brand.” – Impactbdn.com
Business Blogging Step #1 – Choose The Right Blog Topic For Your Ideal Customer
People get this wrong.
It’s the first step in the process but a lot of people make mistakes at this stage. There is this basic rule that Russ Henneberry at ModernPublisher is teaching:
“You want to get your customers from where they are.” (I’m paraphrasing)
That means if you know what your customer is feeling/thinking and you write something about it that helps them to get one step closer to the solution, you’ve done it right.
But there is another mistake that most people make.
They assume what their prospects are thinking/feeling. They are just playing a guessing game about the pain and desire. This is a huge mistake.
The easiest way to achieve success is by implementing the Customer Conversations strategy. We’ve created an in-depth blog post about this topic. In the same blog post, you’ll also learn about how to have unlimited blog post ideas. So click here and learn more.
PRO TIP #1: Get this step right. It is important to write about the right idea because as Ryan Deiss said: “Give me 10 amazing pieces of content… 1 might have been enough had we picked the right one, first”. So producing hundreds of content is not important. Talking about the right topic that is sitting right now, in the mind of your prospect, is the only thing that matters.
And if you know your customer perfectly, you’ll pick the right topic, and you win.
Business Blogging Step #2 – Jot Down All Notes and Thoughts About The Chosen Topic
If you’re not completely new to the service/product that you’re selling, you probably know one or two things about the chosen topic.
Before searching on the internet, we gotta get that creativity rolling. That’s why you or your team has to sit down, maybe get a pen and paper (or open a Google Doc), and write everything down that you know about the topic.
This may sound scary in the beginning, but if you devote yourself to the creativity gods, something special will happen. You probably know more about the topic than you might imagine.
- So sit down.
- Make yourself a coffee.
- Shut down every distraction.
- Start a 25-minute Pomodoro.
- And get back to focus-mode.
- Write, write, write…
Here is a quick video from Hubspot that I suggest you watch. You’ll learn an effective way to brainstorm with your team or by yourself.
Business Blogging Step #3 – Figure Out An Attention Catching Headline
This is my favorite!
Did I tell you that I love headline writing? It’s one of the most fun things that I like to do. Sometimes I even look at random headlines by random businesses and make them better.
It’s just for fun. Nothing else to say about it.
By the way, “The Complimentary Headline” is my favorite. It goes like this:
[Catchy Headline]: Subheadline
Here are some examples:
- Dog Training 101 – Top 10 Dog Tricks That You Can Teach Your Dog in 10 Days
- Headline Writing Secrets – How To Write Catchy Headlines For A High Traffic Blog Post in 15 Minutes
But there is more to that. If you want a better understanding, read our headline writing guide.
Business Blogging Step #4 – Write a Short Story
People feel and empathize with stories. Facts are only activating the logical side of the brain.
“If you need to make an argument about an issue which you feel very strongly, don’t use rhetoric. Tell a story instead.” – John Baldoni, Harvard Business Review
“But, how do I tell a story, Alkan? And what kind of stories should I tell?”
If your business is heavily driven by your personal brand, use stories from your own life. If you don’t have a face in your company, use stories of your clients. You can even make up a story that suits the topic.
I use stories to hook people. My goal is to make them think “Yes, that’s exactly my situation!”. If you can achieve that, miracles are going to happen.
This is the reason why I try to put stories at the beginning of an article. Why? Because if the story is a success, you’ll hook people right from the beginning.
And this is powerful.
A Little Exercise To Practice Story Writing
If you Google exercises for story writing, you’ll find plenty of them. But here is my favorite exercise:
- Open Google Images in a tab.
- Open a Random Word Generator in another tab.
- Generate a random word and search it on Google Images.
- Save the one picture that you like.
- Repeat the process until you have 3 images.
What do you do with these images? Here is the fun part: You have to write a random story combining these 3 images.
The story does not have to make sense. It can be a fantasy type of weird story. Just get your creativity going. Trust me. Do this exercise now.
NOTE: Even though we’re talking about business blogging, writing stories is an important part of any creative endeavor. You may think that your business is too serious to include exciting stories, and I get it. But please don’t forget that in the end, you’re talking to a human, not a business. Human beings are wired to communicate and understand through stories.
Business Blogging Step #5 – Use Academic Research To Back Up Your Point
Making a claim without proofing it, is not as powerful as if you would back it up with a trusted source.
Look at the difference between these two sentences:
- “If you use scarcity in your sales material, you’ll more likely to convert people into customers.”
- “In her research, Bridget S. Nichols (Northern Kentucky University), found that scarcity increases value perception and purchase intention of a product [click for research paper]. That means that if you use scarcity in your sales material, you’re more like to convert a prospect into a customer.”
How much of a difference does it make, ha?
So how do you find research to back up your statements? Here are some free resources to get started:
- Google Scholar
- Bielefeld Academic Search Engine
- Directory of Open Access Journals
- E-Theses Online Services
- Social Science Research Network
- Semantic Scholar
- Public Library of Science
Business Blogging Step #6 – Find Other Sources To Support Your Idea
This is very similar to business blogging step #5. But the difference here is that you won’t be looking for academic research.
Here, you will borrow credibility from other trusted sources like Forbes, Business Insider, etc… Just look for a credible resource in your space.
- You may be in the health space, so look for articles on trusted health-specific websites/resources.
- If you’re in graphic design, look for articles from trusted names from your space.
And when you write an article, quote one of their statements. This way, you’ll borrow the credibility that they have built over the past years.
This is just great.
To do that effectively, just Google the topic that you’re writing about and look for the first page results. Generally, there will be trusted resources that are getting ranked.
Nothing more to that.
Business Blogging Step #7 – Go Through The Customer Avatar Process
In order to totally appeal to your ideal customer, you gotta know what they really want. On top of that, if you know their pain and desire, they’ll become your raving fans.
For this reason, I always recommend that you have your Customer Avatar at hand.
This is a one-page document that tells all the critical information about your customer/reader. Go check out DigitalMarketer’s blog post to learn more about the customer avatar process.
But here are the most important parts of a customer avatar:
- Sources of Information
- Goals and Values
- Objections and Roles
- Challenges and Pain Points
- Demographic Information
If you go through the post that I’ve mentioned above, you’ll learn how to create an effective avatar. But on top of that, here is what I do before writing my next piece:
Answer these questions:
- What’s the reader’s name?
- What is his/her main fear?
- What is his/her ideal end result?
- How can they go from the fearful state to the end result in 3 steps?
THIS IS A HACK!
I’m not exaggerating it. If you just go through these four questions, you will amaze your reader. Most businesses only write complicated stuff that nobody can take action on.
Using these questions, you’ll make it so much easier for the reader to follow and take action on your advice.
Shall we continue?
Business Blogging Step #8 – Figure Out The Optimal Call To Action
This makes me angry!
People put so much effort into creating content but they don’t show or tell what to do after consuming the content. This is just crazy!
One of my mentors, Russ Henneberry told that if you don’t give a reader the next step, that’s bad user experience.
And guess what?
Google penalizes those that have a bad user experience on their website.
Okay, so what?
Whatever type of content you’re publishing, blog posts, images, infographics, videos, podcasts, etc… Tell the consumer what they should do next to get more value.
Exactly – the important word here is value. By giving them more value, they’ll become more loyal to you. “But what kind of value?” you may be asking. Value can be in the form of;
- Lead magnet.
- White paper.
- Paid course.
- Phone consultation.
- Booking link for your service.
- Visiting your store.
- Or just more content…
The list of value-items is way longer than what I’ve written here. But please…
JUST TELL THEM WHAT TO DO NEXT.
Check out this video from Neil Patel about optimizing call to actions: How To Optimize Website Conversions by Improving Your CTA.
Business Blogging Step #9 – Write Your First Draft
Let me tell you something: You have done the most difficult part of effective business blogging. You’ve gathered research and information to write the perfect blog content for your business.
Now it’s just about putting everything together. My advice here is to write in a free-flowing style. What does that mean? We have a couple of rules that we follow here at Content Stackers.
- Never go back to fix a sentence or a word. Remember, this is the draft. Fixing and editing come later. So don’t waste time and disrupt your creativity.
- Use the Pomodoro technique. It’s basically just about writing for 25 minutes and taking an active rest for 5 minutes. For the 25 minutes that you’re writing, shut down every distraction. Your phone, tabs on your browser, people in your office, etc… It’s just you and the writing tool on your screen.
- Don’t let negative thoughts interrupt your writing session. Sometimes you might be thinking like “That doesn’t sound good.”, “This is so bad.” etc. Don’t let that happen. If it’s bad, you can always fix that later. But when you’re writing, just keep writing.
- Let the new creative ideas come in. When you’re in the zone, you will become more creative. Words and sentences will come alive that you didn’t think of before. Just let that flow into your document. Never block the creative flow just because you didn’t think of it in the research process.
Here it is.
Only these 4 rules will help you to go through the writing process in an easy and quick way.
PRO TIP #2 – A Challenge For Writing Faster
Here is another suggestion. Give yourself a challenge. Let’s say that you want to write a minimum 2000 word blog post. The challenge could be that you are going to write the first draft in an hour. For some people, this will be easy but for most, it’s a difficult challenge. Depending on your skills, step up the challenge. And if you achieve the goal, reward yourself with ice cream 🙂
Business Blogging Step #10 – Publish Your Masterpiece
After you’re done with writing the draft, you have to edit the document. Make sure that the grammar is good and everything flows well.
I highly suggest that you hire an editor at this process. Why?
Because going through your own material and looking at mistakes can be difficult and time-consuming. If you hire someone to do that for you, it will be easy and quick.
Once you’re done, put it on your website and voila…
Click on “Publish” and congratulations. You’ve published a valuable asset to the world. This asset will help you and your business in the upcoming days, months and years…
Why Should You Take Action Now?
Business blogging is a valuable tool that has many benefits to your business. If you follow the steps outlined in this blog post, you’ll have an in-depth understanding of business blogging.
One of the main benefits is that it will deliver automated inbound leads for the rest of your life.
But of course, there is more to business blogging. You have to understand how the content marketing machine works in general. We can’t talk about the details here on this blog post. The reason for only sharing our writing process is for you to delegate it to someone else or do it yourself. So you can take action right now.
As a side note, we at Content Stackers will be delivering an in-depth guide on each business blogging step that we’ve shared in here.
Some of them are already published and most of them are in the working process.
What I’m asking you is to leave a comment in the comments section below by answering the following questions:
Which business blogging secret was the most interesting to you?
What would you like to learn more about it?
Let us know what you think. Have a wonderful day.