Business Blog Writing to Generate Leads: For Beginners

Learn writing and blogging skills; follow along with me to produce 5 posts that will impress potential clients.
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  • Lectures 37
  • Length 2.5 hours
  • Skill Level All Levels
  • Languages English
  • Includes Lifetime access
    30 day money back guarantee!
    Available on iOS and Android
    Certificate of Completion
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About This Course

Published 10/2014 English

Course Description

Learn blogging techniques to generate leads for your business. Experienced news editor and trainer gets you started and walks you through five posts that show your expertise to potential clients.

Major companies hire journalists to market with content and I’ll teach you how to get started from scratch and to blog with sales as your final goal.

When I was a news editor, I was shocked by how few business owners could actually communicate with their communities. This course busts through every insecurity and excuse I heard to get business owners blogging.

With concise spoken and screencast lectures, I will teach you to everything you need to get started marketing your business and receiving leads with a blog.

Let's get started and let's get you published!

What are the requirements?

  • Students should have very basic writing skills.
  • No blogging experience necessary.
  • Students should have basic knowledge of computers and how to use an Internet browser.
  • Students already experienced in blogging will benefit from advanced techniques.
  • If a student is part of a business, he or she should know how the business makes sales.

What am I going to get from this course?

  • Students who follow the lessons closely will end up with a blog that has 5 blog posts optimized to generate leads.
  • How to write and use a call to action strategically to turn readers into customers.
  • Write posts that showcase your expertise in your field.
  • Write to an audience of potential customers.
  • Interview a subject and use quotes to make your posts pop.
  • Find their writing voice
  • Find story ideas that will impress your customer base.
  • Write with both readers and Search Engine Optimization in mind
  • Edit a blog post like a pro

Who is the target audience?

  • This course is for people in business who want to promote a product or service with a blog.
  • This course is for business people who want to write blog posts on their own blogs or an outside blog.
  • This course is for business people who want to hire a writer and oversee a business blog.
  • This course is for writers who want to make a living writing blog posts for businesses.
  • This course is not for people who want to make a living or "passive income" off of a blog based on its traffic.
  • This course is not for people who want to learn to use social media sites like Twitter or Facebook.
  • This course is for non-profits who'd like readers to take action by donating money to their organization or by volunteering.
  • This course is for organizations that want to communicate with the public and get people to take action such as volunteering their time or donating money and supplies.
  • This course is for people who are interested in public relations.

What you get with this course?

Not for you? No problem.
30 day money back guarantee.

Forever yours.
Lifetime access.

Learn on the go.
Desktop, iOS and Android.

Get rewarded.
Certificate of completion.


Section 1: Getting Started

I am regularly creating video and blog content related to content marketing, blogging and video that might not fit within this course’s curriculum. If you want to get the ongoing free educational content, please connect.






Blogging has many benefits to help you connect to your community.


We'll look at a few good blogs. Remember that you want to give readers value so that they will buy from your business. Your first goal is not to get massive traffic. That will come with good content.


Your call to action tells a reader what to do next. There may be many steps but they should eventually become a client or customer.

The report I mentioned is "Research Report: 2014 Lead Response Report" on Please note that the page requires you to insert personal information, so I won't be linking to it in the description.


Writing your call to action is simple, but very important. Never forget to use it. Also, readers should see it before they click out, so make sure your posts are short enough to be interesting or interesting enough to be long. If someone gets bored, they'll click to another site without clicking on your call to action.

1 page
Make sure all of your posts contain these three elements. Remember, your final objective is to get money in the bank. You can't pay the bills with Facebook likes alone.

If you don't have a blog yet, start one today and don't wait for anybody. In the next lessons, I'll show you Wordpress or Tumblr. If you're undecided on a service, watch both videos. If you already have a blog service, feel free to skip these lessons. You can listen to them still, though, since there are a few details you might not yet be aware of.


Get started on Wordpress.


Get started on Tumblr.

Look over these words and reference back to this document if you hear a word that you don’t understand. If there’s a term you’d like me to add, please tell me in the discussion section of this lecture.
6 questions

Take this quiz before moving on to make sure you know some of the concepts and lingo. As always, if you have any questions, start a discussion or tweet me at @DWFK on Twitter.


The first in our template lessons. This is great for delivering news and keeping a reader interested in a short post.

2 pages
The following is the structure to an inverted pyramid post. Below it is an inverted pyramid post with a cherry on top. The inverted pyramid starts immediately with the most important information and continues with decreasingly important information. Adding a cherry on top makes the post fun while keeping it short. You don’t want readers clicking away from boredom!
Section 2: Finding Your Style

When people read your work, they should imagine you as a person—even if they've never seen you. Here's how to get to that point.


Have your reader in mind every time you write.


Good writing and bad writing. (We'll start with the bad news.)


I learned this format in the 4th grade and I still use it and I still build upon it. It's also the foundation for a later tips post, which shows your expertise.

1 page
The 5-paragraph essay contains an introduction, a thesis statement, three body paragraphs and a conclusion. Make any changes you need to make the writing flow. I end it with a sample call to action.

In order to be seen as an expert, you have to show that you can handle individual problems. If you use clichéd content, you will seem as worn out as your post. I show you how to counter the urge to write a tired-out post and publish a piece that shows your expertise.


Avoid these mistakes to stay focused on the eventual goal of gaining a client.

4 questions

You've got what it takes to write like the best.

Section 3: Writing and Editing

Write with the edit in mind. So, have a plan. Once you write, edit, edit, edit and edit some more.


The Hemingway Editor app is a fun way to see what grade level you're writing at. American 10th Grade or below is ideal. I also show how to turn a blah, blah sentence into a bling, bling sentence.


Good writing looks good. Keep it clean by staying away from frivolous punctuation.


Your interview should be a conversation that flows like your writing.


We often call them titles, but your writing deserves a real-life headline. We'll look at some good ones.


Solve a problem for a reader and gain a client.


Most bloggers don't know how to quote someone. Use quotes and make your blog vibrant (and show just how bland your competitors are).


We all make mistakes. Good publishers own up to them with corrections and guide a reader with editor's notes.


Linkouts tell your readers why they should care about bigger news, documents, resources and more.

5 questions

Test your writing chops.

1 page
The linkout leads your reader to an outside reference, which may be an article, some sort of resource (like a voter registration page). But you want to start it with an interesting lead and some words on why that resource is relevant to your reader. Give your take on things.
Section 4: Finding Blog Post Ideas

Stories are all around you. Go out and find them.


If you have a local business and want to stand out, you need to have content locals are looking for. Use and create blog posts about events to grab local attention. Vlog from


Google alerts and social media make stories come to you.


Stay with the times before the times even happen with calendars. A publishing schedule keeps you consistent and focused.

Section 5: Beyond Writing

Text, text, text and no fun. Photos and videos attract viewers visually.

1 page
Photo captions and video descriptions guide a reader and let search engines know the information within the media that they can't process.

When blogging, always think where else you can publish that content. News sites are a great place to start.

7 questions

Remember, blogging goes beyond writing.


Thank you so much for letting me show you about business blogging. Please let me know how I can improve this course and if there's anything else you'd like to see me cover.

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Instructor Biography

Daniel Woolfolk, Video and Writing Expert

I'm a video producer in the Washington, DC area. 

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