BloggingConversion Optimization

4 Ways Blog Writing Can Generate More Qualified Leads

By July 2, 2014 2 Comments

On rare occasions, fully-qualified sales leads will land in your inbox. Your email notification will chime, a divine chorus heralding its arrival. Your furtive eyes will scan the email, hardly daring to believe your luck – but it’s all there, in black and white:

I’m ready to buy.’

Unfortunately, these moments of divine efficiency are rare. Lead nurturing is a long, drawn-out process, especially in industries with long-term commitments and significant price tags. Thankfully, high-quality blog writing can nurture leads for you – through the four sales-qualification channels of Time, Trust, Targeting and Conversion.


[googlefont font=”Oswald” size=”25px”]Time: Develop an Audience with Consistent Blog Writing[/googlefont]

Above all else, sales-qualifying your prospects requires time. Leads need to develop a relationship with your brand. They have to have a clear understanding of your products and services; and an even clearer understanding of your brand’s message and ethos.

Consistent blog writing encourages continued interaction between brand and lead. Regularly publishing content incentivises repeat engagement. It reinforces the value exchange of content marketing, trading your reader’s time and energy for your own insights, expertise and guidance.

This value exchange can be reinforced through email subscription campaigns and social media promotion. This type of cross-channel interaction allows you to sustain the reader’s engagement, holding their attention for as long as possible. This, in turn, helps to develop the next stage of sales-qualification: trust.


[separator headline=”h4″ title=”Blog writing takeaway #1″]

Blog regularly and consistently, and promote your content through a range of channels.



[googlefont font=”Oswald” size=”25px”]Trust: Foster Trust with Authoritative Blog Writing[/googlefont]

Blog writing provides a soapbox for showcasing the skills and expertise of your agency. It allows you to put your money where your mouth is, pairing theoretical expertise with tangible evidence of your abilities in action – in your own blogging and outreach efforts. When combined with the 10:4:1 method of content curation, these types of posts allow you to develop an authoritative, honest and open digital presence.


[separator headline=”h3″ title=”Thought leadership”]

Thought leadership posts allow your team members and directors to prove their strategic marketing nous. They demonstrate a detailed knowledge of industry, niche and client, and allow agencies to trade-off of the personalities of their team members. Think Rand Fishkin for Moz, or Joe Pulizzi of the Content Marketing Institute. Example: Content Marketing Services: the Right Decision for Your Agency?


[separator headline=”h3″ title=”How-to guides”]

Actionable guides and how-to posts illustrate the practical skills of your team. They create congruence between the strategic skill of your agency, and its real-world implementation. Case studies are a particularly value type of blog writing, allowing you to lend effective social proof to your claims of expertise. Example: Hiring a Freelance Writer: The Complete Guide


[separator headline=”h3″ title=”Roundup posts”]

Expert roundup posts highlight your understanding of your target audience, and emphasise your outreach skills. They provide value to your readership in a popular, easily-digested and potential viral way. Example: Top 50 UK Marketing Agency Blogs


[separator headline=”h4″ title=”Blog writing takeaway #2″]

Showcase your abilities with thought leadership, how-to and outreach posts. Promote them with the 10:4:1 rule!



[googlefont font=”Oswald” size=”25px”]Targeting: Map Your Blog Content to the Sales Funnel[/googlefont]

Blog writing provides you with an incredible opportunity to clearly signpost your sales funnel. By tailoring your content to match the needs of your buyer persona, you can create a progression of content.  From Top of the Funnel (ToFu) research content, all the way through to Bottom of the Funnel (BoFu) sales-focused content, blog writing is a powerful tool for sales-qualification.


[separator headline=”h3″ title=”Business Telecoms Persona”]
[separator headline=”h4″ title=”ToFu”]

Pain Point
‘I need to reduce my monthly phone expenditure’

Blog Post Solution:
How to Choose the Right Business Telecoms Solution

[separator headline=”h4″ title=”MoFu”]

Pain Point:
‘I don’t understand how VoIP works’

Blog Post Solution:
What is VoIP, and How Can It Reduce My Business Phone Bill?

[separator headline=”h4″ title=”BoFu”]

Pain Point:
‘I don’t know how to implement VoIP in a cost-effective way’

Blog Post Solution:
How to Minimise the Costs of Implementing Business VoIP


[separator headline=”h4″ title=”Blog writing takeaway #3″]

Use your buyer personas and sales funnel to your advantage – create an editorial calendar that guides leads to sales-qualification.



[googlefont font=”Oswald” size=”25px”]Conversion: Convert Your Qualified Leads with CTAs[/googlefont]

CTAs are the crucial last ingredient that facilitates transition between sales funnel stages. The call-to-action of your blog post drives the reader from stage-to-stage, clearly highlighting the next beneficial course of action.

With sales-funnel targeted blog writing, defining a suitable CTA is easy. Your call to action should address the new pain points introduced by the resolution of the previous pain points. If your reader has just read a blog post highlighting the cost-savings of VoIP, the next CTA should offer advice on how to implement VoIP. If your primary CTAs are too sales-focused for effective conversion, secondary CTAs provide a valuable opportunity to bridge the gap between sales funnel stages!


[separator headline=”h4″ title=”Blog writing takeaway #4″]

CTAs are crucial to sales-qualification. Make them actionable and relevant to the content – and if they fail, try a secondary CTA.


[box style=”1″]Effective blog writing is about more than SEO and social media engagement. Helpful, targeted blog content is a powerful tool in the sales-qualification of your prospects – allowing you to nurture leads through the 4 channels of Time, Trust, Targeting and Conversion.

If you’re looking to improve the efficacy and ROI of your blog writing, get in touch. I’m a professional marketing copywriter and content strategist, and I specialise in white-label content for digital marketing agencies![/box]

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Author Ryan

I help SaaS companies grow with content marketing. I also drink Scotch. Sometimes together. CMO & co-founder, Cobloom.

More posts by Ryan

Join the discussion 2 Comments

  • Building up trust and consistency for your audience is an important part of taking people along the funnel. Givem them the right calls to actions at the right time is crucial but you can use those CTAs to guide them through the process as well.

  • […] Despite high-costs and low-efficacy, press release writing is an old-school marketing tactic that many agencies still use. It’s a service that I’m regularly asked to provide – and one that I refuse to offer. As these 4 reasons illustrate, press release writing is an ineffective and expensive tactic, and your agency would be better served by business blogging. […]

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