38. Design of Lead Generation for Technical Blogs
Transforming a technology blog that ends with just being read into a project. We will design a lead generation pathway that connects search traffic to "document downloads/consultations."
Technical blogs do not generate leads just by being written. Even if they are read through search, most cases result in readers being satisfied and leaving the page. B2B readers in the manufacturing industry seek "criteria," "selection standards," "failure avoidance," and "materials for internal sharing" before making inquiries. However, many blogs are self-contained, lacking pathways to move forward (such as in-depth exploration, comparisons, materials, or consultations), resulting in missed opportunities. Our service is designed to transform technical blogs from "traffic-generating content" into "lead acquisition devices" by integrating article theme design, article structure (CTA placement), navigation pathways, and material downloads/forms. As a result, we can create a state where blogs continuously generate leads as "assets." ▼ For concerns like these: - The blog is read, but inquiries are not increasing. - Article topics are not aligned with "themes that lead to sales." - Each article has inconsistent quality and structure (personalization). - Navigation is weak, leading to readers leaving without further exploration. - There are no material downloads or consultation pathways, resulting in missed opportunities. *Please share existing blog URLs (a few) and products. We will diagnose the reasons for readers leaving through the navigation pathways.
basic information
■Provided Content (Details) Theme Design (Search Intent × Consideration Stage) - Initial: Understanding the Issue - Why problems occur - Comparison: Selection Criteria - How to choose without failure, comparison axes - Decision: Implementation Conditions - Estimation prerequisites, specification consultation - Examples: Selection Checklist Type (strong in downloads) Failure Case Type (appeals at the comparison stage) Specification Condition Pitfall Type (appeals to designers) Article Template (Lead Generation Type) - Conclusion (What issue it solves for whom) - Failure/Risk (What problems arise if left unaddressed) - Criteria for Judgment (Selection criteria/checklist) - Next Reading Path (Related articles/products/cases/FAQs) - CTA (Download materials/consultation permission/specification consultation) Navigation Flow Design (Deep Dive) - Create a flow from article → category → product → case → FAQ → consultation - Design internal links with intent (not just placing them but assigning roles) Container Design (DL/Form) - "1-2 pages of decision-making materials" corresponding to the article theme - Optimization of DL form (collect only necessary items for sales) - Auto-reply (next reading materials/consultation flow) KPI Design (Indicators for Improvement) - Article → CTA click-through rate - Download rate (form completion rate) - Inquiry rate via articles - Navigation rate (article → product/case transition)
Price information
500,000 to 1,500,000 yen (depending on the number of articles and the scope of the design) - Existing improvements (article templates + CTA rules + navigation design): 500,000 to 800,000 yen - Standard (thematic system + DL material proposal + form/auto-reply design): 800,000 to 1,200,000 yen - Expansion (horizontal development across multiple categories + operation/KPI design): starting from 1,200,000 yen * "Estimate required" notation is also acceptable * Writing, implementation, and material production can be handled separately or concurrently.
Delivery Time
Applications/Examples of results
■Deliverables ・Theme structure (article categories, priorities, target search intent) ・Article template (headline structure + CTA rules) ・Navigation flowchart (article group → comparison → approval → consultation) ・Design of receiving framework (DL material proposal/form item proposal/auto-reply proposal) ・Operational rules (guidelines that do not break when adding articles) ・KPI list (metrics to measure and methods for improvement) ■Approach ・Pre-sharing: Blog URLs 5-10 articles/product/target lead profile ・Diagnosis: Inspect search intent, flow, CTA, and receiving framework of articles ・Design: Develop theme structure, article template, navigation flow, and DL design ・Reporting meeting: Confirm priority articles (order of fixes) and operational rules ■Uses ・Lead acquisition from technical blogs (increase in material downloads and consultations) ・Assetization of search traffic (not just reading) ・Advancement of navigation and comparison (improvement of decision-making flow) ・Standardization of operations (leveling article quality) ■Examples of achievements (company name not required format) ・Precision machining × 80 employees × just being read → Lead generation through checklist downloads ・Industrial equipment × 200 employees × weak navigation → Improved consultation rate through article → case study → FAQ flow ・Chemical materials × 500 employees × themes are scattered → Brought closer to search intent related to business negotiations through theme structuring
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