The Conversion Code, 2nd Edition

Chapter 4Blogging for Business (How to Write Blog Posts That Generate High-Quality Leads)

Before I dive into the xs and os of promoting your content, I want to start with how to optimize it. When you create content online, doing so correctly directly correlates to how well it will perform.

I already covered how to structure your website and landing pages for maximum lead conversion. Now, you need to populate your site with content that converts.

One way to do that is by using a blog. Businesses that blog get 55% more website visitors than businesses that don't.¹

I want to help you grow your business, not become a blogger. However, I can tell you from my own experience that statistics such as “Marketers who have prioritized blogging are 13× more likely to enjoy positive ROI” and “79% of companies that have a blog report a positive ROI for inbound marketing” hold true.

The more content I have created, the more cash I have collected.

THE IMPACT OF TAKING BLOGGING SERIOUSLY

Bloggers who spend 6+ hours on a post get 2.4× better results than those who spend 1–2 hours.²

Bloggers who always do keyword research have a 3.4× better ROI than those who never do keyword research (Figure 4.1).

Bloggers who publish weekly get 4.5× better results than those who publish less than monthly.

Figure 4.1 Bloggers Who Research Keywords Get Better Results

If you know that you will never blog, ...