Posts by Steve Bissonnette

At first, it might seem challenging to come up with blog post ideas. And, it was challenging for me too until I discovered this basic formula:

Type + Topic = Unlimited Content

Using this formula, blog content idea generation is less burdensome, and the only problem I have is finding the time and resources to develop the content from all of the ideas I’ve developed.

Here’s the simple three-step process I use for blog content idea generation.

Step 1: List all of the types of blogs you could possibly write.

Just like plays in sports, there are dozens of proven formats that will get you to the goal line. An excellent resource is The Ultimate List of Blog Post Ideas by DigitalMarketer.

There are dozens of types of posts, and each follows a basic format. A list post, for example, would have a title that starts with something like “5 Things ….” and the copy would include a brief introduction, five sub-sections listing and explaining each thing, and then a summary and call to action. Knowing the structure of a post before I even write it (or pay someone to write it) make it so much easier to create the content once you decide on a topic.

Step 2: List of all of the topics you want to cover.

If you’re not sure what topics you want to cover, the most natural thing to do is to look at your website navigation. Most business websites (especially small business sites that are just getting their content marketing up and running) are brochure sites. Each navigation menu category (and sub-category) typically lists products and services. The home page and about us pages discuss the types of things the business does. Add these to the sheet as well.

Step 3: Apply the Type-Topic formula.

Now you’ve got a blog content generator, so simple you could randomly pick a type of blog post and topic, and you’ve got an idea for your next blog post.

If you’re promoting tennis lessons, for example, you might choose “checklist” for the blog post type and “serving” for the topic. So maybe you write (or pay someone on UpWork) to write a 500-word blog post on “7 Steps to Correct Tennis Service Technique”. Pretty easy, right?

Getting Organized

I’ve found that Google Sheets is a great place to organize this information. On the first sheet, I put a list of all of the types of blog posts. Below that, I put a list of all of the topics I want to cover. On a second sheet, I list all of the blog post ideas I come up with using this technique.

Once you’ve got this in place, you’ll find that creating dozens of blog content ideas is easy.

Hope this helps.

There are really only two ways to find new customers. Either you find them or they find you.

When you find them, it’s called outbound sales.  Outbound sales refer to activities where you actively reach out to potential customers. Examples include cold calling, paid advertising, and direct mail. When they find you, it’s called inbound marketing. Inbound marketing refers to activities that generate demand for your products and services. This includes leveraging tools like blogs, newsletters, and social media to attract new customers.

Inbound Marketing

Inbound marketing is like Hansel from Zoolander. It’s so hot right now. And for a good reason. Who wouldn’t want an endless supply of free inbound leads? Well, not free exactly. Your potential customers are content-hungry and you’ve got to keep them well fed if you want to cut through the noise and be heard.

For inbound marketing to be effective, you’ve got to develop a plan (or content marketing strategy) that outlines who your audience is, what you want to communicate, and how you’re going to do it.

A simple inbound marketing process (the how)  looks something like this:

1. 1. Build an SEO optimized website.
   2. Create a blog and a newsletter.
   3. Encourage your existing customers to sign up.
   4. Produce engaging content that includes strong calls to action (CTA).
   5. Promote via social media and pay per click (PPC).

Another powerful inbound marketing tool is anchor content, where you provide a how-to guide or e-book in exchange for a prospect’s contact information.

The inbound approach takes a lot of effort, but it works beautifully over time.

Outbound Sales

If outbound marketing activities like cold calling, paid advertising, and direct mail sound more traditional, it’s because they are. They were around long before the internet and the recent inbound marketing revolution. They seem less sexy because most of the activities are analog. They involve using phones and snail mail. And they’re often perceived as ineffective or sleazy.

That’s too bad because they work. Especially cold-calling.

Do you sell a quality product or service that delivers real benefits? Then it’s in both you and your prospective customer’s best interest to make them aware of your offering. Sure you’re interrupting them. But if you find the right people (those who would benefit most from your product or service), do your research (learn about them and their business), and connect with them in a professional way (by adding value rather than selling), then you’re doing them a favor.

To be effective, you’ll need to develop a sales playbook that includes your ideal customer profile, sales tools, and a framework for your outreach. A simple outbound sales development process might look like this:

1. Identify your ideal customer profile (ICP).
2. Develop excellent messaging.
3. Build a list of contacts.
4. Research them via LinkedIn.
5. Reach out to them via phone and email.
6. Schedule introductory calls or in-person meetings.

Whether you’re bootstrapping or have a budget, outbound sales activities can fill your pipeline and lead to new customers and more sales very quickly.

Which Should You Use?

In the last few years, there’s been a big shift away from outbound to inbound. But as content marketing becomes ubiquitous, keywords are getting harder to rank for organically and pay per click is becoming more expensive. As a result, many companies have found that a balanced approach between inbound marketing and outbound sales is the way to go.

What’s your strategy?