Blogging for Business: How to Write Blogs That Generate High-Quality Leads

by | Aug 10, 2022 | Real Estate | 0 comments


Written by Erin E.

August 10, 2022

Did you know that businesses that feature blogs see around 55% more website traffic than those that don’t? When it comes to the benefits of blogging for business, this is huge! The more blogs you post with high-quality content and SEO keywords, the more people will get driven toward your website, and the more leads you’ll be able to organically generate. 

As an entrepreneur, I understand that blogging is out of the question for most of you… You simply don’t have enough time in your schedule to churn out a 1,200 – 2,500 word blog post on a weekly basis. While I don’t expect you to become a professional blogger or go out in search of blog writing experience, blogs should be a part of your marketing strategy; whether you decide to hire a content writer trained in SEO or trust in artificial intelligence, your website needs to have educational and informative content. Not convinced? Let’s take a look at a few incredible statistics that might change your mind.

Approximately 79% of people who have a blog report a positive ROI for inbound marketing. When you produce content designed to benefit your target audience, it begins a business-consumer relationship and helps to build brand trust. It’s a no brainer, then, that the more content you create, the more cash you collect. As long as you’re consistent and are providing content that appeals to your visitors, you’ll start seeing an improved ROI in no time.

Bloggers who spend 6+ hours on a post get 2.5X better results than those who only spend 1 to 2 hours. This has to do with length (as you’ll find out if you continue reading!) but also quality. You’re not writing just to fill space; Google values quality because it knows its users value quality. If you write a quick and dirty article without editing, fact checking, or making sure your blog is easy to read, you’re doing more harm than good. 

Bloggers who do keyword research have a 2.4X better ROI than those who do not. Google is a search engine that wants to provide searchers with exactly what they are looking for. If someone Googles “how consistenly should I post real estate blogs,” they’re expecting to find an article that directly answers their question. If you don’t know what your audience is searching for, you’ll never be able to accurately target those keywords or phrases; this means Google will never rank your website high enough to push those searchers to your page.

Bloggers who publish weeky content get 3.5X better results than those who publish less than monthly. You don’t need years of blog writing experience to understand that the more you’re able to stay in front of your audience, the more likely they are to remember who you are. At the same time, Google loves consistency; as long as the quality of your content isn’t dropping, it’s better to have too many blogs than not enough.

Blogging Basics

Now that we’ve established the benefits of blogging for business, let’s get into the details. From layout and structure to the content itself, how you display your blog is as important as what its saying. 

We’ll start with the headline: only 2 out of 10 people will continue reading your blog if the title is bland and boring. Instead of being exclusively descriptive, make your headline appealing or memorable; after all, the content may be educational but this isn’t a research paper! Alliteration, numbers, and attention-grabbing phrases can hook your audience from the very start. Here are a few examples of great headlines: 

    • Going Green: 7 Ways to Create an Energy Efficient Home
    • 9 Things Homesellers Do that Drive Real Estate Agents CRAZY
    • Does Your Open House SUCK?

Now that you’ve got a title, it’s time to move onto the main body of content. While it can be easy to rattle off statistics or simply state the information in a very straightforward way, the best business blogs tell a story. When Grove HQ tested the introduction for their post, they found that storytelling led to 296% more full-page readers and a 521% increase in average time on the page compared to posts without storytelling. For example, instead of bloggings about the best prospecting strategies, try telling a story about how those strategies worked for one of your clients.

Fortunately, artificial intelligence can help you here! If writing isn’t your strong suit or you simply can’t find time to create weekly blogs, AI options like Jasper or Copy.ai can do the work for you. Whatever you choose, make sure your AI blogger knows SEO.

AI can be extremely helpful if you’re writing primarily to rank on Google. Google values longform content (2000 words or more) and will push sites with quality, longform content to the top of the search results. However, length isn’t everything! If you’re trying to encourage engagement and have visitors follow through on your CTA, you’ll want something more digestible (400 – 600 words). Of course, the best websites do both by providing a number of blogs of varying lengths, keywords, and CTAs. 

Once you’ve finished the writing part, you need to make sure it looks good on your page. Spacing plays a massive role in this; if you have one huge block of text, your visitors won’t even attempt to read it. Try to limit paragraphs to no more than 3 or 4 sentences and include subheadlines when you’re shifting thoughts. 

Inserting images and videos can break up your text as well; in fact, 10 or more images (depending on the length of your blog – if it’s only 300 words long, then 10 images is too many) can bring in 3 times the results and keep your audience engaged to the end. Just make sure they’re relevant to the topic!

Blogging Bottom Line

At the end of the day, what you write and how you write it comes down to your personal and professional goals. Length, keywords, CTAs, images, and topics will vary from individual to individual; the most important thing is that you’re producing quality content. You’d be amazed at how such a simple task can produce such incredible results!

If you’re ready to include blogs in your sales and marketing plan, REN 360 can help! This platform contains all of the tools and resources you need to get started, ensuring you have everything you need to start ranking on Google and generating leads. Plus, our team is always available to help you out along the way. 


So, what are you waiting for? Try REN 360 for free today and see how easy it is to create high quality blogs that generate high quality leads.


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