A business blog offers the possibility to publish new content on our website.
Bloggin help to make "visitors" -> "leads".
- Most important rule: We write blog posts about our industry and not about ours
elves." How would a person with a specific problem look for it?" - Per blogpost we write about a special topic
- What offers do we have on our website?
- How can we support these offers with blog posts?
Antatomy of a successful post:
- Post Title (deuted only "rough" to what it will be about
)-Long Tail Keyword-
Maximum 50-60 characters - Post Use C
ontent Whitespace (Paragraphparagraphs) Fo
rmatting with Bullet Points I
mages as Separator
Intermediate Headings - Place Keywords Title
URL A
LT
Text on Image Interm
ediate Headings Dist
ributed in Flow Text - Links (cross- promotion
) link both internally to other posts and pages as well as externally, e.g. for source information or further information - Create Offer-We
should create relevant offers to our blog posts with which we can collect "lead information". An examp
le would be the scenario: a b
log post about "App Game Development" with links for an offer "Pictures for game development" – against e-mail ent
ry. The primary CTA of a blog post is at the bottom and conspicuously advertises a relevant offer.
Key figures (for measuring blog posts)
- Impressions
- Sorting by topic and distribution
- CTA Click Rates
Regular post is the most important
CTA: Call To Action -> especially important for the transformation from "visitor" to "lead"
- CTA Placement:
Blog Pos
tsSubpages of the Web
siteSocial Medi
a Pos
tsEmailAny placement allows interaction
What makes a successful CTA:Exa
mples: "D
ownload the Marketing eBook now""Si
gn up for webinar" (not so good) "Log in to the IOS (Keyword) webinar"
Best practice for testing CTA:
- A/B Split Tests help us identify successful attributes of our CTA and make optimizations. For correct comparisons, one change per split test should always be made
- CTA Success Features:
1-2% Click Rat
e10% Conversion Rate / Click