Join the IMPACT coaches for a deep dive on a new topic every month in our free virtual event series.

Register Here

Join the IMPACT coaches for a deep dive on a new topic every month in our free virtual event series.
Register Here
The Ultimate Inbound Marketing Strategy Playbook 2022

Take your inbound strategy to the next level

  • Master the 7 principles of highly effective inbound marketing
  • Dramatically improve your inbound sales
  • Get more buy-in at your company

Benefits of Developing and Maintaining a Lead Generating Blog

By Dave Sotolotto

Benefits of Developing and Maintaining a Lead Generating Blog


Benefits of Developing and Maintaining a Lead Generating BlogA blog is a critical aspect to any business’s website.

Setting up a blog is simple through most CMS’s, so there is no excuse to not have a blog.

Unfortunately, many companies don't know what to talk about or how often they should be producing content on their blog.

Blog frequency actually impacts customer acquisition. According to HubSpot, "92% of companies who blogged multiple times a day acquired a customer through their blog."

 Join the IMPACT coaches for a deep dive on a new topic every month in our free virtual event series.

Don't just develop a blog and publish content once every 6 months. Develop and maintain a lead generating blog, where you are routinely publishing quality content that attracts and converts visitors.

Benefits of Actively Blogging

Improves Search Engine Rankings

Due to a recent algorithm change, content marketing is the new SEO.  Sites such as Google have adapted their rankings systems to find the highest quality content for your searches.  What easier way is there to generate high quality content on a consistent basis other than a blog?  Each time you are posting relevant quality content to your blog you are improving your website authority and, over time, you should start ranking higher on popular search engines.

Generate More Website Traffic

On top of progressively building up your SEO through posting, a blog provides you with a great opportunity to lure traffic to your website.  If you write about what your targets are looking for and use keywords effectively, you could have a leg up on your competitors in attracting new prospects.  In fact, companies that blog experience a 55% increase in traffic over those that don’t.  Writing a quality blog that people want to subscribe to will also substantially increase the likelihood of repeat visits to your site.

Establish Yourself as an Industry Expert

A blog is a great place to promote yourself and showcase what you know without coming across as a used car salesman.  Choose interesting industry topics and provide visitors with your expertise on the subject.  If your blogs are trustworthy and accurate, you have a much better chance of attracting customers.

Open a Two-Way Channel of Communication with Targets

The great thing about blogs is that they encourage two way communication.  Any blog worth its salt will give its readers the option to comment after reading.  The comments section allows readers to ask any questions that they may have, and could help inspire future blog posts.  Try to encourage users to comment by asking thought provoking questions in your posts.  Open dialogue is a great way to improve the likeability of your company.

If these aren’t reasons enough to blog, consider these statistics:

    • Companies that blog has 2x as many Twitter followers than those that don’t

    • Companies that blog have 97% more inbound links than those that don’t

    • Internet users in the US spend 3x more time on blogs than they do on email.

What to Blog About

So you’re ready to get blogging, but you’ve reached a road block.  What in the world should you write about?  The simple answer here is to blog about anything industry related that you feel that your prospects will want to read.

If you’re still experiencing writer’s block, consider writing about any of these topics…

Respond to FAQs

The easiest place to find inspiration for a blog is your own FAQ page.  What questions are your prospects typically asking about your industry?  Answer these questions in a blog.  Monitor your comments and any contact you have from prospects for ideas on how to elaborate on specific topics.

Prospect Pain Points

When you are trying to drive your customers down the sales funnel, what are some of the worries that prevent your prospects from doing business with your company?  Try to calm their nerves with a blog article.  For example, if you are a landscaping business with customers worried about cost, consider writing a lighthearted article about all of the things a customer could do instead of worrying about their lawn.  Show the benefits that your product or service offers that helps relieve major pain points.

Industry News/Developments

What’s happening that is relevant to your business?  Maybe there was a recent federal regulation that will impact something related to your industry, or maybe a new invention will revolutionize the industry.  Stay abreast of current events and address these happenings in a blog article.  Let customers know what the news means for them and you will be simultaneously proving that you are staying on top of the newest technologies.

Leave Responses on Other Blogs

If you are really at a loss for ideas, try looking at some of your competitors.  What are they writing about, and what are people saying about it?  Don’t directly mimic their topics (and definitely do not copy ideas!), but try reading through their comments.  See what questions readers are asking and write about it, because these could be your prospects too.

How Often Should I Blog?

One of the most frequently asked blogging questions is how often should I blog?  The truth is there is no single right answer, but the best answer is as often as you can.  At a minimum you should be blogging once per day, but don’t put a cap on your creativity.  Encourage multiple writers to contribute to your blog.  There are only benefits that come with blogging.

Here are a few statistics to show how powerful blogging multiple times per day can be…

    • Companies that blog 20 or more times in a month see the most return in traffic and leads.

    • 78% of companies that update their blogs daily have acquired a customer from their blog.

    • 92% of companies who blog multiple times per day have acquired a customer from their blog

Proper Blog Design

Blog design

Proper design of a blog:

    • Call to action banner at the top

    • Proper name for the blog-don’t just call it blog

    • Big subscribe box to give people a reason to subscribe

    • Sidebar call to action

    • Social media sharing on the sidebar

    • Featured image on every post

    • Every article should be sharable with social media

    • Display at least 5 posts (excerpts from the posts)

    • Make author’s name very visible so prospects can relate/connect

Join the IMPACT coaches for a deep dive on a new topic every month in our free virtual event series.


Lead Generation
Published on June 5, 2013

Recent Articles

How To Grow Your Email List: 13 Savvy Tips To Try in 2023
November 22, 2022 • 9 min read
Demand Generation vs. Lead Generation: What’s the Difference?
June 6, 2022 • 5 min read
Increase Landing Page Conversion Rates With These 3 Simple, Powerful Hacks
June 2, 2022 • 10 min read
20 Tips for Optimizing Your Business Blog Articles for Conversions
April 21, 2022 • 14 min read
How To Make Each Lead Capture Form a Conversion Powerhouse
April 8, 2022 • 7 min read
44 Landing Page Examples to Inspire Yours in 2022
December 31, 2021 • 13 min read
The Selling 7: 5 Best Landing Page Video Examples
December 23, 2021 • 7 min read
Rethinking Your Approach to B2B Lead Gen, ft. Chris Walker (Inbound Success, Ep. 200)
June 21, 2021 • 36 min read
What is the Content Marketing Funnel and How Does It Work?
June 2, 2021 • 10 min read
What is Lead Nurturing?
May 28, 2021 • 9 min read
88 compelling words and phrases to prompt website visitors into action [Infographic]
April 24, 2021 • 3 min read
Should You Still Gate Your Content in 2021?
April 8, 2021 • 7 min read
What is Conversion Rate Optimization? (Definition, Examples, and Tips)
March 31, 2021 • 12 min read
What is a good average landing page conversion rate?
March 12, 2021 • 10 min read
Call-To-Action Examples: 31 Designed to Earn Clicks and Generate Leads
March 11, 2021 • 10 min read
Here's Exactly Why Your Inbound Marketing Leads Suck
March 5, 2021 • 6 min read
6 Reasons You're Not Generating Leads With Your Blog Content
November 9, 2020 • 7 min read
9 keys to building an effective landing page [Infographic]
October 3, 2020 • 3 min read
5 effective strategies for decreasing bounce rates on a blog article
August 25, 2020 • 8 min read
7 savvy tips to boost conversions in your retail e-commerce store
July 17, 2020 • 6 min read
6 most common lead generation website problems (and how to fix them)
January 28, 2020 • 8 min read
Facebook ads help: Why are my ads not converting?
January 20, 2020 • 5 min read
11 Best Examples of Lead Generation Website Designs
January 20, 2020 • 9 min read
Top 9 proven lead generation ideas you need to try in 2020
December 3, 2019 • 3 min read
New study reveals which Google My Business features boost conversions
November 4, 2019 • 4 min read