Your business blog content should always bring readers closer to a sale.

Annaliese Henwood
Dec 18, 2018 · 5 min read

Why are you blogging? Does your business have an end goal in mind?

More often than not, a business designs their blog to bring in leads for the sales team. Unfortunately, many blogs can lack what they need for proper lead generation.

This guide gives you the information you need for effective blog lead generation.

With these elements, you’ll be able to create a lead generation machine for your business. Act on them today to see how they’ll make a difference for you.

Always write content of value — for humans first.

Foremost, direct all your blog content toward benefiting your human audience. SEO should always be secondary.

Your content should help people resolve an issue or learn something new. It should address one of their pain points and give them the instruction they need to move forward.

Alternatively, when you focus on SEO first, you take several unnecessary risks. You risk getting penalized by Google. You risk alienating your audience. You risk lowering your conversion rate.

Instead of trying to force a higher ranking, focus on creating quality content, and your ideal ranking will come naturally.

Make your content relevant to the right audience.

You can create a fantastic, thorough article for your blog, but if it’s off-topic or irrelevant to your target audience, you won’t see them convert.

In fact, you might waste all that hard work. That’s why having reader personas is so essential.

You’re building your blog to reach a lead generation goal, not for vanity metrics. Getting visits and social shares can help you feel good, but it’s not enough and won’t directly contribute to your business goals.

Create targeted, relevant content directed at those who would likely buy from you, and make that content helpful enough that your readers will convert.

Always have a convincing, strategically placed call to action.

When you write an article for your blog, it should always have a single call-to-action included somewhere within it. This “CTA” should include or lead to a form for interested readers to fill out.

It should always relate well to the article content. Otherwise, your conversion rate will suffer.

Your CTA should also offer something worthwhile. People need to feel like your offer is worth providing their contact information.

The CTA doesn’t have to be in the same location with every article. In fact, it’s best if you experiment with placement until you find your own sweet spot.

Mix it up a few times till you see what works best, but only include your CTA once or twice within each article. If you include your CTA too many times on one page, you distract and blind your readers. They will be less likely to stay on the page, let alone convert on your CTA.

Another key tactic with making your CTAs work is to personalize them for each blog reader. These are “dynamic” or personalized calls to action.

With this approach, one reader might see a CTA that differs from what another reader does. This helps with moving readers further along the sales process because readers will be more likely to act on each offer.

Offer an additional, gated resource to enhance your content.

As mentioned earlier, with every article you write, include a call-to-action. This can be the standard blog subscribe form, or ideally, it’ll have a gated offer attached, such as a free download.

These are content upgrades, and they’re especially effective for lead generation.

When you include an additional offer with your blog content, you filter your readers into who is just visiting and who is more serious about what you provide. Make sure your offer is valuable to the specific visitors you want to see convert.

Your lead generation effort depends on whether you’re offering resources targeted toward the right people. Otherwise, the people filling out the form might have no intention of buying from your business.

Promote your content in the right places to reach the right people at the right time.

You have a blog article that follows lead generation best practices, but are you promoting it effectively?

To see people convert, you need to promote your content where they are and when they are paying attention.

This can be in the form of an email, on social media, or through another means. The importance is on attracting the right people to your new article or resource.

Social media content promotion is all about being on the right platform at the right time. If your target audience isn’t on LinkedIn, don’t waste resources there. If they’re only on Facebook in the evenings, make sure you’re scheduling your promotions for that time.

You need to research your social media audience beforehand.

There are tons of ways to promote blog content. It’s a matter of finding the tactics that work best for you — the tactics that your audience will notice.

Make sure you have an adequate system for contact collection and follow up.

Your blog lead generation goals depend on your ability to collect, organize, and follow through with readers’ contact submission.

It can start as simple as gaining subscribers, but your most qualified leads will come from landing page forms. Either way, you need one central place for all that collected information.

You can start with just using a tool like MailChimp to organize and contact subscribers, but your landing page requires a more in-depth tool.

Using a tool like HubSpot’s free CRM can help you organize and follow up with contacts you gain, but its limitations might convince you to invest in a more advanced tool, such as Salesforce.

The most important tool you need is one that can properly catalog your contacts and monitor all of their interactions with your business. This will help you better understand them and follow up in a more personalized and effective way.

Create a strategy that’s focused on one goal: qualified leads.

While it’s nice to see people coming to read your content or even share it with their network, your focus should always be on getting “qualified” leads.

Qualified leads are ones that matter most for sales. They’ve shown interest in making a purchase.

Having a blog strategy that revolves around lead generation will help you create targeted content that brings results.

(Handy resource: a content strategy creation tool by Xtensio. Or, read this thorough content strategy guide by Portent.)

When creating a content strategy, keep in mind this goal. For each section of your strategy, from content planning to creation to promotion and beyond, remember why you’re blogging. This will help you stay on point with your efforts for maximum blog lead generation results.


What are your best tactics for using your blog for lead generation? Use what works best for your own unique mission and audience.


About the Author

Annaliese Henwood is a freelance content writer. She is versatile in her writing formats and has experience achieving lead generation, SEO, and thought leadership goals.

Annaliese is a frequent contributor on Medium and her own blog, and she served as a guest author on CoSchedule, GetResponse, Hootsuite, MarketingProfs, Simply Measured, and Social Media Today.

You can learn more about her content writing services or reach out to her directly at anna@annaliesehenwood.com.

Strategic Content Marketing

Content marketing strategy magazine for businesses

Annaliese Henwood

Written by

Freelance content writer | Part-time memoir writer | blogger | For hiring inquiries: https://bit.ly/Profinder-AH

Strategic Content Marketing

Content marketing strategy magazine for businesses

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