As you cook Thanksgiving dinner today, watch how your hungry guests keep returning to the kitchen– drawn in by attractive, delicious-smelling food.  Today, these hungry people are your family, but on your website they represent your visitors. You want to attract vistiors to your website with compelling content. Notice that as your family comes into your kitchen, they sniff it out, maybe even steal a bite. If this was your website, you’d offer the bite in exchange for a bit of information about the visitor and transform them into a lead.

How to Bake a Delicious, Content-Filled Blog


1 blogger (preferably someone passionate about content production)
1 RSS reader  (set up and containing blogs related to your industry)
1 URL  (with Typepad or Blogspot accounts removed and discarded)
Blog Analytics, installed
2 cups Social Media
1 cup SEO
1 Image, iconic and captivating
Blog Post Titles, Engaging
3-10 Meta Keywords, Researched
1 Meta Description containing 1 Keyword Phrase
Call-To-Action, Attractive and Mixed with a Compelling Offer
A whole lot of patience (don’t worry if you bake it, they will come)

(Optional) Team of passionate employees who foster a sense of content creation in your company


1.    Use your RSS reader to begin reading the blogs of other people in your industry.  Be sure to comment, especially on posts interesting to your prospects, with meaningful insights and questions.  Repeat this step continually while your blog bakes.

2.    Begin writing posts that your prospects will find interesting.  You can format your post in a variety of different ways, but make sure that you organize your thoughts in some way. People have a tendency to skim, so be sure to highlight important sections with a sub-title or organize your post into a list format. When completed, set blog post aside to cool.

3.    Start thinking of photos for your blog post.  It’s easy to get distracted searching for an image. Keep the process short by focusing on the theme of your post and using it as a keyword in an image search. You can make an image yourself (a chart or graph) or use Flickr’s Advanced Search to search for images based on tags people have used. Be sure to include alt-txt that contains important keywords when you add the image to your blog post.

4.    Now it’s time to add an effective call-to-action to the end of your post.  If you’d like you can prepare these ahead of time. Make sure your offer is compelling to people who may read your blog post.

5.     Top off your blog post with an engaging title which will draw people into your site.  It’s best if your title is also less or around 70 characters in length.

6.    Return to your blog post and populate the keyword Meta data with appropriate keywords you’ve selected as low difficulty, but have a generous search volume (if you’re a Hubspot customer you can use Keyword Grader to compile and monitor your list of keywords).

7.    Write a unique Meta description that does not include your blog title. Include 1 of your keyword phrases. You want to keep your Meta description less than 156 characters in length.

8.    After proofreading your post, your blog post is now ready to share. Be sure to share your blog posts via your social media accounts such as Twitter, Facebook, and LinkedIn. If you can, set up a tool that automatically posts your blog posts when they go live.

9.    Your blog is now in the oven of the internet, baking. Repeat steps 1 through 8 once a week or more for the next few months, all the while using your Blog Analytics to discover who is visiting your blog posts. Check out your most popular blog posts and try to recreate your success in new posts. Analyze and repeat.

Yield: endless

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Originally published Nov 26, 2009 8:30:00 AM, updated July 28 2017


Business Blogging