Business Blog Writing to Generate Leads: For Beginners
3.9 (34 ratings)
Course Ratings are calculated from individual students’ ratings and a variety of other signals, like age of rating and reliability, to ensure that they reflect course quality fairly and accurately.
1,388 students enrolled

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.
3.9 (34 ratings)
Course Ratings are calculated from individual students’ ratings and a variety of other signals, like age of rating and reliability, to ensure that they reflect course quality fairly and accurately.
1,388 students enrolled
Created by Daniel Woolfolk
Last updated 12/2014
English [Auto]
Current price: $93.99 Original price: $144.99 Discount: 35% off
7 hours left at this price!
30-Day Money-Back Guarantee
This course includes
  • 2.5 hours on-demand video
  • 1 article
  • 5 downloadable resources
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
Training 5 or more people?

Get your team access to 4,000+ top Udemy courses anytime, anywhere.

Try Udemy for Business
What you'll learn
  • 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
  • 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.

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!

Who this course is for:
  • 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.
Course content
Expand all 37 lectures 02:32:04
+ Getting Started
12 lectures 50:38

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.

Preview 03:15

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.

Preview 08:12

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.

The Call to Action: Turn Readers into Clients

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.

Preview 01:55
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.
Preview 1 page

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.

Starting Your Blog from Scratch

Get started on Wordpress.

Wordpress: A Blogging Platform You'll Never Outgrow

Get started on Tumblr.

Tumblr: A Blog Platform for Visual Companies and Minimalists
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.
Preview 02:25

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 Basic Concepts and Lingo
6 questions

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

Preview 10:27
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!
Preview 2 pages
+ Finding Your Style
7 lectures 20:56

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.

Preview 02:58

Have your reader in mind every time you write.

Who's Your Audience?

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

Preview 03:56

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.

The 5-Paragraph Essay: A Timeless Format
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.
5-Paragraph Essay Structure Guide
1 page

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.

Clichés will Kill Your Sales

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

Blogging Mistakes to Avoid

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

You've got style!
4 questions
+ Writing and Editing
10 lectures 39:19

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

Edit and Write with a Plan

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.

Edit to write like Hemingway. Then, flip a sentence.

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

Preview 03:49

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

Interviewing: A Conversation with a Plan

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

Headlines Pull People in

Solve a problem for a reader and gain a client.

Tips Post: Show Your Expertise

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

Quotes Bring Your Writing to Life

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

Be Transparent with Corrections and Editor's Notes

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

Linkouts: Show Your Readers Where they Fit into the Big Picture

Test your writing chops.

Writing and Editing
5 questions
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.
Linkout Structure Guide
1 page
+ Finding Blog Post Ideas
4 lectures 24:23

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

Preview 06:57

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

New: Ideas for Local Businesses with Similar Competition

Google alerts and social media make stories come to you.

Find Stories without Leaving Your Desk

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

Beat Your Competitors with Calendars and Schedules
+ Beyond Writing
4 lectures 10:48

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

Post Photos and Videos to Change it up
Photo captions and video descriptions guide a reader and let search engines know the information within the media that they can't process.
Photo Caption and Video Description Guide
1 page

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

Preview 03:36

Remember, blogging goes beyond writing.

Manage Your Blog Like a Pro
7 questions

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.

Thank you!