Create a Great Lead for Your Blog


In our previous post, Writing Your Blog, we continued our series all about blogging by beginning to get into the nitty gritty of blog writing, starting with your blog post titles.

In this post, we continue discussing blog writing with a look at how to create great leads for your blog and gain readers.

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Create a Great Lead

Blog posts must get right to the point. Study some of the most influential blogs, such as the Huffington Post[1] or Gawker.[2] Watch how they hook the reader in. Here’s an example of a recent HuffPost article lead:

For all his retro failings and inability to open up, Don Draper has always been intrigued, even turned on, by women who are willing to stand up to him and are smart enough to argue with him.

Who’s that lead targeted to? Yup. Women.

How about this lead from Gawker:

There’s a melodramatic “war” brewing between Facebook and Google, and Facebook’s CEO is seizing the opportunity to squeeze more work from his engineers, declaring a “lockdown,” keeping the office open on weekends, and putting a neon sign on his door.

Target audience? People like you, who read blogs about social media!

Write and rewrite your lead so that it communicates the promise of the post and entices the reader to continue.

Add Pictures

Remember when you were thumbing through the magazine in your imagination in the previous post? You were scanning titles, but you were also looking at the pictures. Since many of your audience members will belong to the post-literate generations, consider including at least one grabber of a picture in each blog post.

Use Pull Quotes

PullQuote

Also known as a lift-out quote or a call-out, a pull quote is a quotation or edited excerpt from a post placed in a larger typeface and embedded in a text box to entice readers and to highlight a key topic. You’ve probably seen them on the professional news sites and blogs. It’s a great way to provide more cues to your readers about what your post is about.

Next up: Create a Great Lead for Your Blog Part 2


Create a Great Lead for Your Blog is the 147th in a series of excerpts from our book, Be a Person: the Social Operating Manual for Enterprises (itself part of a series for different audiences). We’re just past page 380. At this rate it’ll be a long time before we get through all 430 pages, but luckily, if you’re impatient, the book is available in paper form at bit.ly/OrderBeAPerson and you can save $5 using Coupon Code 6WXG8ABP2Infinite Pipeline book cover

Get our new book, The Infinite Pipeline: How to Master Social Media for Business-to-Business Sales Success online here. You can save $5 using Coupon Code 62YTRFCV

What Others Are Saying

Infinite Pipeline offers practical advice for using social media to extend relationship selling online. It’s a great way to get crazy-busy prospects to pay attention.”
—Jill Konrath, author of SNAP Selling and Selling to Big Companies

“Sales is all about relationships and trust. Infinite Pipeline is the ‘how to’ guide for maximizing social networks to find and build relationships, and generate trust in our digital age.”
—Sam Richter, best-selling author, Take the Cold Out of Cold Calling (2012 Sales book of the year)

Infinite Pipeline will be the authority on building lasting relationships through online social that result in bottom line business.”
—Lori Ruff, The LinkedIn Diva, Speaker/Author and CEO of Integrated Alliances


[1] Huffington Post: huff.to/9bAbxA

[2] Gawker: bit.ly/9czGyt

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About Social Media Performance Group

Social Media Performance Group is a premier enterprise social media consulting company that offers a unique approach to integrating social media into the enterprise — forget about the tools, it's all about the strategy! Rather than focusing on the tactics (do this or that on LinkedIn, Twitter, YouTube), first we work with you and your senior leadership to comprehend your corporate strategy. Once we understand your strategic objectives and goals, we show you how a comprehensive social media strategy can integrate with and support your corporate strategy. We take an enterprise-wide view based on our unique Enterprise Social Media Framework, which maps social media to all appropriate touchpoints in your enterprise. We go beyond the obvious quick hits — sales and marketing — and help you achieve social-media-driven results in areas such as product development, customer service, and employee engagement and retention. As a result, social media is not just bolted on; it is integrated with, and provides support for, your company's existing strategy and operations, yielding unprecedented results.
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