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Content Marketing

does your business need a content writer

Does Your Business Need A Content Writer?

Business owners of all kinds deal with a variety of problems. You cut checks for employees, talk to clients daily, and go the extra mile to keep yourself on top of numerous responsibilities. But how are your marketing efforts going?

Even the most composed CEOs feel overwhelmed when it comes to writing for their business. On occasion, you may even feel burnt out and uninspired. Writing is time-consuming, tedious, and takes plenty of planning. You might truly feel you don’t have the time for it all! And that’s okay. There’s an entire world of content writers out there to help you define your goals and put your ideas into action.

There are blog posts, press releases, email marketing campaigns, and countless other forms of communication – it’s a lot to deal with. But hiring a content writer for your business could be the key to elevating your success (without blowing your budget). 

We’ll walk you through topics to think about when making your decision to hire a content writer. We’ll even show you what to look out for before you hire one!

Need a content writer for your business? Schedule a chat.

8 Signs Your Business Needs To Hire A Content Writer

You might think content writers won’t be available to handle your small to medium-sized business. Actually, content writers are more likely to work with private companies rather than public ones. This is great news for you because there are plenty of writers out there who are interested in earning your business. 

Especially if you experience any of the following…

1. Writing Anything Is Your Worst Nightmare

Many of our clients say they simply hate writing. And that’s okay! We get it. We love what we do. But even we aren’t always best friends with writing every second of the day. Some of the most common concerns our clients face before passing on their writing projects include:

  • No time to write
  • Don’t know how to write well
  • Obsessed with perfection
  • Afraid someone else’s writing won’t sound like them

Sound like you? It’s time to talk to the copy baristas at FocusCopy to solve the problem.

2. Your Backlog Of Projects Keeps Piling Up

Again, time is typically the enemy here. We have clients who are so focused on their end goal, they lose track of their initial writing tasks. You’re probably too busy and falling behind on important deadlines. Or (even worse) you find yourself making promises to clients without a plan for your deliverables in place. None of this means you can’t accomplish your goals. But with a content writer, you can turn a lack of structure into a timely schedule.

3. There Are No Resources When You’re Falling Behind

You need fresh content. But you don’t have anything ready to go. This is why it’s crucial to have extra work or even older writing that’s reusable. You should have a working log of blogs, social media posts, and other evergreen resources you can use when you’re short on content. That way, your material is still valuable while saving you time when work or life gets hectic.

4. Visits To Your Website Are Lacking

Have you checked your SEO rankings lately? Even more simple, have you googled your business to see where you stand? 

Looking into your ranking opens the discussion of whether you need a content writer for SEO purposes. If you’re not targeting certain keywords or phrases, chances are your competitors will. A content writer who’s familiar with SEO can research and create copy with your SEO objectives in mind.

5. You Have No Idea What Your Audience Wants

Your message sounds as though it’s getting lost in your writing (or someone else’s). This is a huge problem because B2B buyers are 50% more likely to make a purchase when they feel an emotional connection. What now?

It’s time to refine your audience. It’s okay to take a step back to the basics and ask yourself who you’re speaking to and why they should care. Think about and jot down who your audience is and how your business benefits them. How does your company make their lives easier? Once you’ve nailed down who your audience is, you can concentrate on the clarity of your message. 

6. Your Type-A Personality Isn’t Getting The Job Done

Perfectionism is a wonderful trait to have in several aspects of your life. Chances are, you aced studying in school and you’re the main point of contact when planning a trip with your friends. But when it comes to writing, perfectionism can get in the way and prevent you from publishing your work. With a ton of drafts sitting in your drive, you may as well not be writing at all.

It’s hard to let go and trust someone else with your brand. But if you work closely with a content writer, you’ll be surprised at how much they can do for you that you haven’t been able to do for yourself.  

7. No One Else On Your Team Can Take Over

Your team is swamped, and no one has an extra hand to lend. Plus, one of your employees is on vacation and another is out sick. Hiring a content writer doesn’t guarantee someone is on call 24/7. But by working with an experienced content writer, you’ll get a master of time management who meets deadlines and takes critique as though they were born to complete your projects.

8. You’re Getting Drowned Out By The Competition

Drowning in the competition? There are several other aspects of writing that help boost your website to the top. A simple long-form blog won’t push you to page one anymore. Additional aspects such as search engine optimization (SEO), meta tags, readability, big benefits, and so much more affect your visibility. Content writers know this and will integrate each aspect into everything they write to stand out from the competition.

A Checklist For Your (Potential) Content Writer 

Here are some things to look for when hiring a content writer…

Experience & Range

If you can find a content writer who has experience writing in your industry, that’s great! Otherwise, find someone who has a portfolio that shows their range and ability to work across different industries.

Understand Their Process

A good content writer will know the tools, techniques, and other resources needed to create quality content. Get a feel for how they operate and find out if it’s a fit for you.

Set Clear Goals & Expectations

Let potential writers know what you’d like to achieve and what you expect them to do along the way. Are you a fan of self-editing? Tell them. Will you have several quick deadlines? Be honest and upfront about your schedule. The more they know, the more they can do to help.

Request Referrals & Read Reviews

Find out who else they’ve worked with and ask for referrals. Get a feel for who the writer is in a professional or personal setting to see if they’re someone you’d like to work with.

Discuss A Budget For Your Business

Have an open conversation and talk to potential content writers about your budget. You may be surprised at what a content writer can do even if you’re unsure whether you can afford one.

Does Your Business Need A Content Writer? You Can Find Hot & Fresh Copy Right Here

We understand business owners’ challenges. It can be hard to let go of even a singular part of your business. Nevertheless, hiring a professional writer helps get the work done. There may be a learning curve. However, a great content writer will deliver what you need right on time. If you’re consistently catching up on your own work, hire a content writer and have it done for you.

Ready to make a move towards consistent content? Schedule a meeting with me today.

Focus Your Copy On Conversation & Conversion

Let’s Grab A Virtual Coffee With Us To Discover How To Boost Your Words
content marketing tools

7 Content Marketing Tools To Reach Your Ideal Audience

You’ve spent hours of your life coming up with business and content ideas to get your brand out into the world. But how do you go about marketing your content so your target audience will actually see it?

This is where content marketing comes into play. Since content marketing has such a huge role in the success of your business, you better believe companies have created tools to get the job done. 

To help you establish your brand and get your message to the masses, I’m sharing the tools we use to manage our own content marketing. After all, how did you hear about FocusCopy in the first place?

Tools We Use To Manage Our Content Marketing

The best content creation in the world is mute without successful content marketing tools and strategies. So let the world see and hear about your business. 

PandaDoc Makes Tracking Proposals & Contracts A Breeze

When you’re creating content for a client, it’s typical to send for approval before hitting publish. PandaDoc simplifies that entire process. 

Whether you’re sending proposals, quotes, or contracts, PandaDoc helps to track documents and makes e-signing a breeze. Being able to save templates, and edit them as needed, means we can sign on new clients and make new deals seamlessly. 

With its certified signature page, you can rest assured that your contracts are official and binding. Plus, it makes e-signing a simple process, no matter where in the world you may be. 

Wondering how to use your own voice to get your brand out into the world? FocusCopy can help. Reach out today to learn how we can write copy in your voice and take the task off your plate.

HubSpot Keeps Client Management In One Place

The great thing about my favorite content marketing tools is how they work together!

For instance, HubSpot integrates with both PandaDoc and Google Workspace. It’s a one-stop-shop software for client management. 

Not only does it pull in the documents I create in PandaDoc, but it also tracks my Gmail communications with the clients. So rather than searching my email every time I need to reference notes, I can just log in to HubSpot!

In addition to having all client communication in one place, I can easily review all documentation and contracts in the same place, too. It’s a win-win for tracking client progress and having everything I need in one spot.

Moreover, clients and potential clients can schedule meetings through my HubSpot link. Because it connects to my Google Calendar, it acknowledges times when I’m busy and recognizes availability in my schedule. Another thing that I love, it ensures I have a 30-minute buffer between meetings. If you’ve ever found yourself with 9 hours of back-to-back meetings, you understand that those breaks are necessary!

ClickUp Helps Keep Tasks On Track

As your business grows, it will get more difficult to keep track of the to-do list in your mind. That’s why using a task management tool, like ClickUp, is so helpful. 

ClickUp allows you to customize the tracking phases of each task. Additionally, you can assign team members to different tasks and include all of a project’s documents in one easy-to-navigate location. With features such as time tracking, we know exactly how long it takes to complete each task. This allows me to analyze my team members’ strengths and know where they may need help in other areas. 

Like I mentioned above, I love how these tools work together. ClickUp connects to Google Workspace, which allows me to send emails via ClickUp.

Furthermore, we can create entire processes to meet our exact needs. For example, our clients who are on a retainer basis can upload documents directly to ClickUp. It keeps everything in one place and our productivity thriving. 

Not every business owner has the time to dedicate to writing copy. That’s where we can help. Contact FocusCopy today so you can get back to focusing on what’s most important. 

Google Workspace Elevates Collaboration

Google has come a long way from just being a search engine. Formerly named G Suite, Google Workspace makes creating, collaborating, communicating, and tracking documents simple.

Users can access the same documents in real-time, offer suggestions, leave comments, and even tag others in for review or questions. Additionally, Google Workspace can link to HubSpot and ClickUp.

Moreover, through Google Workspace, we can manage permissions allowing only who we want to have access to certain documents.

While Google Workspace offers so many services, it’s a safe bet that you can work with the basic package. It’s filled with familiar layouts that are easy to learn and use. So start small, and adjust as your needs grow.

Google Drive 

The days of saving everything directly to the computer are over. Google Drive is a cloud storage service that allows users to save and organize files and documents. It’s simple, secure, and accessible from anywhere with an internet connection. 

Google Calendar

The calendar that keeps my world in order! With its ability to link up to both HubSpot and ClickUp, I never miss a beat. Plus, team members can view each other’s availability making in-house meetings easy to schedule.

Google Meet

Everyone has been on Zoom at some point by now. But did you know if you already have Google Workspace, you don’t need to pay for Zoom or Slack for that matter? It has all the functions of Zoom, but it’s easier to use, and you likely already have access.

Google Chat

Very similar to Slack, but without the cost, Google Chat keeps the FocusCopy team in constant communication. We set up our Google Chat to be like Slack. Our favorite functions include private messaging, group threads for each client, and the ability to set up Google Meets immediately within the chat. 

Google Docs

There’s a good chance you are familiar with Microsoft Office, and if you are, you’ll realize quickly that Google Docs works just like Word. From the layout to the functionality, it’s a seamless transition. However, there is an added benefit of being able to send documents to clients for review. We typically set client permissions to comment only to make sure we get their feedback on deliverables without worrying about permanent changes being made accidentally.

WordPress

WordPress is by far the easiest content management system (CMS) on the market. While many startups like to use Wik and Squarespace, there is a huge benefit of using WordPress instead. For starters, you actually own your website and have the ability to switch hosts. With the competitors mentioned above, you risk losing your site if you miss a payment. 

Additionally, WordPress is known for its great blog posting function, which we obviously love. And there are millions of themes to allow users to customize their sites exactly how they want. 

Did I mention how user-friendly WordPress is? I’m no website developer, but I can navigate website development on WordPress with no issues. If Lauren the Copywriter can handle website devo on WordPress without calling the IT guy, so can you!

Elementor 

There are a ton of page buildings out there, including Divi, Beaver, Oxygen, and so many more. But Elementor is by far my favorite – plus, it works with WordPress! 

With Elementor, your website will look both custom and professional. Plus, you can make changes at the drop of a hat. After all, you need to update your website copy frequently to keep it relevant and effective. 

Another great part of Elementor is the community support. We’re considered experts in this community and field questions of other users pretty often. Sometimes, that human-to-human help and advice can make a world of difference. 

Yoast SEO

WordPress has made using plugins so easy that they work seamlessly together. The FocusCopy team uses the Yoast SEO plugin to ensure our content always meets the highest technical SEO standards. 

The world of SEO is constantly changing, and we want to make sure we’re keeping up with the latest updates. This is just one way we ensure our clients’ content is steadily climbing the Google ranking ladder. 

Let FocusCopy Manage Your Content Marketing For Real Results

Does running your business take up all of your time? We understand, and we can help.

For busy business owners like yourself, running the business and getting your message to your target audience are two separate jobs. We help people just like you by creating copy in your voice to help establish and grow your brand. Ready to see growth while reaching your ideal customers? Contact FocusCopy today to get started.

Focus Your Copy On Conversation & Conversion

Let’s Grab A Virtual Coffee With Us To Discover How To Boost Your Words
managing your content calendar

A Step-By-Step Guide To Managing Your Content Calendar

You wake up on Monday, ready to start managing your content calendar. You take a sip of your favorite coffee (or tea) and breathe. Then, you decide today’s the day you’re going to get it all together. You open your calendar, and it hits you. 

It looks like a mess! Where do you even start?

Right when you start to organize, you remember a client meeting you have in 10 minutes. At this point, it’s easy to let the idea of planning go and move on. But then you’re back at square one every following morning. It becomes a pattern that you don’t know how to stop.

Don’t give up yet! There are steps you can take to reach peak efficiency and productivity. You can find a way to crack down on managing your content calendar – no matter how many meetings you have. 

Even if you don’t have the time, we do! Hire a copywriter to help create your business’s content.

10 Steps To Managing Your Content Calendar

Take each of these steps at your own pace. It’s essential not to feel overwhelmed while you make changes to your content management process. Loading up on too much can leave you feeling burnout and unmotivated to follow through.

1. Applications To Use For Improved Prep & Planning

Today, there’s an app for everyone! Regardless of what industry you’re in, everyone from social media managers to engineers can use these tools.

ClickUp

This project management app has everything you need in one place. Delegate tasks, track progress and even insert documents, pictures, and so much more. ClickUp is popular with marketing and advertising pros, IT teams, and project managers.

Monday.com

A nod towards the beginning of the workweek, monday.com is an app with plenty of templates for every industry, business, and team. People like it because it’s ultra customizable and has in-app automation. This app is good for growing businesses, enterprises, and small businesses.

Hive

Program managers and even attorneys like Hive. Why? Because it’s a visual project and time management tool that keeps things organized. Users note that it even saves time on billing.

2. Utilize App Features For Your Benefit

Don’t be afraid to dive into whatever project management tool you use. Explore all of the features that your app has to offer. You don’t need to use every feature, but experiment to find what works best for you. Hate the way your dashboard looks? No problem! Most applications are easy to alter without changing the settings for everyone.

You can find a video on YouTube to walk you through using the app and find what you like. Features like color codes can highlight the client you’re working on, which stage in the process you’re at, or pinpoint your task among many. And don’t forget to use your calendar to ensure you don’t miss a thing.

3. Organize The Old School Way

Physically writing your notes helps you remember and understand better than typing them up on a laptop. This doesn’t mean you need to write everything down, but there are some classic tools you just can’t beat, like a notebook.

Additionally, use sticky notes for ideas or notes you need to jot down quickly. If you allow too many of them to pile up, you’re more likely to take a look at them to clear them out.

Also, it’s important that you don’t leave out a handy desk calendar. Yes, you can still have all of your meetings recorded online. But let’s face it, computer and mobile alarms fail! So, it’s helpful to write it down and increase your chances of remembering it later.

4. Map Out Your Content Ahead Of Time

Plan ahead and make your life easier by having the following information ready to go.

  • Your Industry
  • Products or services
  • Strengths and goals
  • Social platforms you plan to post on

That way, the content can flow out of you, and you’re already on top of your publishing schedule.

5. Prioritize To Avoid Feeling Overwhelmed

Prioritizing goals is a must for any industry – delegate responsibilities wherever they need to go. If you’re a perfectionist or even a people-pleaser, assigning duties is tough. Talk to your people and ask if a task fits in with their workload. Set reasonable and defined goals for yourself and others to avoid feeling like you have to do it all.

6. Treat SEO As A Separate Task

Don’t lump your search engine optimization (SEO) tasks into your writing tasks. Not only is there a chance you’ll skip it, but SEO should be its own assignment. You don’t want to rush the process of searching for keywords. Additionally, you should allow yourself time to compare, do a little research, and give your content a better chance to rank higher than other pages. 

7. Ensure Your Team Is In The Loop With Open Communication

Errors and mistakes happen, but you don’t want them to become part of your regular routine – especially if a lack of communication causes these mistakes. Diminish the chances of making a copy fail by keeping the conversation open with your teammates. If you have questions, ask! Check-in with your colleagues, so you’re all on the same page.

Doing so keeps everyone involved in your process as you go.

If you need a content writing team in your corner, we’re here to help!

8. Keep An Eye On The Workflow

Don’t lose track of where you are on a project. Think about adjusting certain calendar settings that can help you keep up. Using features like weekly views and time slots will help you remain aware of which phase a project is in. However, avoid going overboard and onto the extreme micromanagement side. Finally, stick to deadlines, so you and your team don’t fall behind.

9. Leave Room In Your Schedule When You Need It

We’ve all overbooked our planners on the self-made promise of… I can absolutely get all of this done today.

But how’s that going for you so far?

Spread out your workload, remain within client deadlines, and keep your clients happy. But more importantly, leave room to breathe and make yourself happy, too.

10. Have Extra Content Ready To Go Just In Case

Missing information, unreachable clients, and emergencies happen. So work every month and get ahead of the game! Create evergreen content (for your business and your clients) like blogs, newsletters, and social media posts. That way, they’ll never age out, and you can use them to fill in the gaps when you’re behind on regular content.

Talk To The Team At FocusCopy For Your Next Project

We know managing your content calendar is important. Clients appreciate the extra effort, and that effort allows the work you produce to truly shine. We know because we’re always working on multiple projects at once. Without processes for content management, we’d be lost!

Looking to partner with a group of content writers for your next task at hand? Give us a shout!

Focus Your Copy On Conversation & Conversion

Let’s Grab A Virtual Coffee With Us To Discover How To Boost Your Words
pillar blog post

Create A Pillar Blog Post That Sells

You’ve heard of a pillar blog post before, but can’t help but feel lost. You’ve been working on your marketing and you’ve nailed the use of keywords throughout your blogs. Or so you thought. That’s all it takes, right?

It seems simple enough, doesn’t it? Write relevant and engaging blogs and plug in the keywords as you go. But you’d be misinformed to think that blog posts with keywords are all you need to rank ahead of your competitors.

Now, you’re not entirely wrong. Blogging for SEO used to be an amazing way to boost your website traffic. However, content marketing has changed and requires a little more work than monthly blog posts.

Enter pillar blog posts. We’ll talk about what they are, and how you can create one that helps you make money.

Would you rather get pillar blog post assistance directly from the experts? Get started with FocusCopy.

What Is A Pillar Blog Post?

A pillar blog post is a long-form piece of content that is written covering a specific topic. It should be broad enough to offer a comprehensive look at the subject. Yet, it should also be definitive enough to get into some, but not all, of the nitty-gritty details. 

How To Write A Pillar Blog Post That Sells

Find out what you need to get started writing a pillar blog post for your business. 

Start the structure, then write! This will help you save time whenever you’re ready to write.

Collect Your Keywords

Before you sit staring at a blank page, you need to start with the keywords you’d like to target. Use whatever tools you normally would to narrow down some reasonably achievable keywords that apply to your business and what you have to offer. 

When it comes to the keywords you’re aiming to target, make sure they:

  • Are relevant to your business
  • Can be combined in discussion with a service or product you offer
  • Are interesting enough to pull in your target audience

Once you have your keywords rounded up, you’re ready to put together an outline. Putting together the foundation of your pillar post will help you (a lot). That way, you have something to go off of when you’re writing, and you don’t need to struggle to come up with the next topic as you go.

Define Your Topic Clusters

If you’re unfamiliar with topic clusters, they’re truly simple to understand. What your pillar page is about will be your broad topic. 

As an example, this may be “Facial Plastic Surgery” if you’re a cosmetic surgeon. Or you may want to talk about “Air Conditioning Maintenance” if you own an air conditioning company. Both of these are broad enough to have the ability to discuss a bunch of other topics within them. These are called topic clusters and will consist of related topics you go a little more in-depth with. However, you shouldn’t worry about discussing each one in too much detail. You only need to talk about each topic enough to give a comprehensive view and why it’s essential.

Using our example as a cosmetic surgeon, you may want to discuss the following under your “Facial Plastic Surgery” pillar blog post:

  • Rhinoplasty
  • Chin implant
  • Cheek enhancement
  • Brow lift
  • Lip fillers

For your “Air Conditioning Maintenance” pillar blog post, you may want to cover:

  • HVAC definition
  • Common problems resulting in AC failure
  • DIY fixes
  • Benefits of AC maintenance

As you can see, there are several things you can talk about. Each one of these things makes up a topic cluster. Flesh out your topic cluster based on the broad topic you’ve chosen. Then, you’re ready to move ahead with your pillar page.

Don’t Forget The Hyperlinks

Hyperlinks define your content – ultimately defining it as a pillar page. Adding hyperlinks into your content allows the reader to click and reach another page on your website. Whether it takes them to a more in-depth blog or service page, these links will help Google navigate your website, improving your ranking. 

Another important element here is making sure that the linked page is also hyperlinked to your pillar page. This way, your reader can get right back to the pillar page without any trouble. It creates a sort of full-circle moment and helps Google understand what your website is about. Then Google can determine whether you’re offering valuable content rather than stuffing keywords into copy that isn’t well-written or helpful.

Is A Pillar Page A Blog Post?

Yes and no. This can be difficult to understand because pillar pages look like web pages but are longer than regular blog posts. The truth is, they’re a combination of the two with a purpose.

Your typical blog posts are pretty specific, and the reader knows exactly what to expect from it. This type of blog post is probably about 1,500 words. Its topic is narrowed, coming from the expert (you), and can contain many keywords to help your ranking. 

However, you can think of a pillar blog post more as a what-you-need-to-know page. It’s full of topic clusters, which help organize your content as you go. You can talk about them all on your pillar page, but you wouldn’t go into as much detail as you would on a devoted blog. You can also use the space to answer commonly asked questions your clients are most likely to ask.

RELATED: 6 Essential Elements In A Blog You Need To Include Today

Can I Use My Page As A Blog Post?

Yes. As mentioned above, pillar pages have an interesting blend of blog and website components. Additionally, you can use them as blog posts for your business as long as they have the necessary aspects needed to serve as a pillar page genuinely.

How Long Is Too Long For A Pillar Blog Post?

Let’s start by saying pillar pages do need to be long. And they certainly need to be longer than your regular blog posts. However, there’s no need to go overboard and write 20,000 words on a single page. Your sweet spot will be at 2,000 words. It’s okay to go over a little bit, but you don’t want to overwhelm your readers and force the topic if you’re starting to lose your intention.

If you’re having trouble and don’t know where to start, talk to the team at FocusCopy.

Perfecting Pillar Blog Posts For Clients In All Industries

Google and its algorithm can be a nightmare to navigate, especially if you’re not too up-to-date in the digital marketing world. But that’s okay! As a business owner, you’ve already done so much and perfected your own craft. So, if you feel like you know where to begin, but don’t have the time and tools to do it yourself, allow the experts at FocusCopy to guide you. 

We can not only walk you through the process, but you’ll have open communication every step of the way.

What do you say? Let’s grab a virtual coffee and get going on your digital marketing goals.

Need help writing pillar blog posts for your business? Contact FocusCopy for help.

Focus Your Copy On Conversation & Conversion

Let’s Grab A Virtual Coffee With Us To Discover How To Boost Your Words
blog as a health and wellness coach

Why You Need A Blog As A Health And Wellness Coach

Calling all coaches! Have you ever thought about why you need a blog as a health and wellness coach?

You may think they’re only for semi-famous coaches or professionals who use their website as their main source of traffic. You may even think you just don’t have the time for it because it won’t benefit you.

But health coach blogging of any kind can do wonders for your business as well as the brand you’re building. And they’re not just for cutesy photoshoots to share on social media platforms! In fact, Harvard Health Publishing says that health coaching is effective

Blogs that are written in your voice share a sense of your personal side, which helps your audience to connect with you more. Blogs also help place you as a quality resource or authority within your field, which looks incredible to readers who are open and willing to learn more about what you have to say.  

Still not convinced? Read on and find out more about why you need a blog as a health and wellness coach.

Have other questions about copywriting for your business? Reach out to get going on blogging, website writing, and so much more.

4 Major Reasons Why You Need A Blog As A Health And Wellness Coach

The best part about blogging is that you don’t need to overthink it. As long as you have genuine advice and put it together in a way that makes sense, you’re golden! 

Not to mention, having one blog, even if you aren’t sure what you’re doing, is better than having nothing at all.

Let’s take a look at exactly why health coach blogging can help you.

1. Boost Your Website’s Ranking

When it comes to battling it out for a better online ranking, health and wellness coaches who already blog have a leg up. However, it’s important to say that it’s never too late to start blogging. Because the algorithms change so much, no one is guaranteed a top spot on any search engine. Boosting your website’s ranking takes some time and work, but can improve greatly with blogs.

The cool thing about blogs is that they have a few elements built within them that bump up a website’s ranking without thinking about it too much. 

Target Those Keywords

Keywords are going to look like what most people would search when hopping online. In the health and wellness industry, for example, that may look like the following phrases:

  • Finding a local holistic health and wellness coach
  • Delicious vegetarian recipes with added vitamins and minerals
  • Best exercises for maintaining a balanced mind

On the other hand, they may look more bare-bones like:

  • Health
  • Healthy living
  • Mental health
  • Wellness tips
  • Daily health practices

As you can see, many search terms range from extremely broad to very specific. But that’s what’s great about the internet…there’s something for everyone.

Target certain keywords surrounding your business by using some helpful (and sometimes free) tools like Yoast SEO and Semrush.

Include Headlines And Subheadings

Headings and subheadings may seem like they appear because an English teacher told you they had to be placed within an essay forever ago. And they were partly right!

Not only are they an ideal way to break up the text, but they also provide some mega bonus points in the SEO department.

Place in headlines and subheadings that include your target keywords or phrases. Doing so will place your blog above others without headlines and you’ll show up easier without having to search for specific terms.

Come Up With Relevant And Original Content

This is important because you don’t want to get too caught up in replicating someone else you may admire. You also don’t want to get flagged for plagiarism. One way to avoid these things is by using your blog as another form of communication with your clients.

In other words, talk to your audience in your blogs just as you would speak to them in person. It omits the use of words or phrases that you wouldn’t normally say and prevents you from sounding too cookie-cutter.

Set Internal Links

Internal links are all a part of playing the game of SEO. These links lead to other pages on your website, leading your audience where you’d really like for them to go. Whether that’s a contact or purchase page, internal links help them get there quickly.

Furthermore, using these links within your blogs helps your website rank as Google is able to find it easier. They help gauge how your website is put together and what you find to be a priority. If Google finds it important, it’s more likely to rank higher than other pages and websites.

Add Videos And Images

Videos and photos are a fun way to keep your audience engaged throughout your blog discussion. They can even help pull them in and persuade them to read a blog they didn’t intend on reading. In addition, if you’re explaining something that may be tough to understand, photos and videos can help.

Choose high-quality images that are relevant to your subject. Then, by adding a caption, your image is about 300% more likely to be seen than the body copy itself.

2. Establish Yourself As An Authority Figure

Who do you turn to when you’re searching for information online?

Chances are, you read blogs to get information from people or organizations who have an established blog page. Now, this doesn’t necessarily mean they are the end-all and be-all of the subject matter you’re searching. But it does mean they did the work to put together the material and publish it online. Because of this, you and others are more likely to see them as authority figures and return to them for more information in the future.

You know your material, and you have a passion for it that goes unmatched. Show it with a blog packed full of your insight and best practices wrapped up in your voice. Ask for engagement and thoughts. Get others involved in the discussion and answer your clients’ frequently asked questions comprehensively.

3. Lead An Audience To All Other Tools Offered

Blogs are a natural way to lead your target audience to your services and products for sale. This step is better known as the one that hopefully makes you some money!

For example, you’ve just written a blog on ten best practices for meditation at home. Someone reading and getting to the end of your blog may want to know who they can hire to help them with more stuff just like that. Here’s where you come in with some killer call-to-actions (CTAs).

These CTAs can be:

  • Interested in my services? Contact me today to get started on your health and wellness journey.
  • Ready to reach the better version of you? Order the health and wellness package that fits you best.
  • Tired of feeling mentally exhausted? I can help. Call me today to get started.

They’re simple but effective ways to lead someone to another level of your business. The end goal? Getting them one step closer to making a buying decision.

4. Build Your Brand

Finally, health coach blogging builds the brand that is you and everything you have to offer. You may be on every social media platform that exists and then some. Or you may be sticking to your website. Wherever you are in your business journey, blogging can help expand your audience and target those you want to work with.

When people read your blogs, they get an idea of:

  • Who you are
  • Your voice
  • How you can help
  • Why they should care about you

Anything that puts more of a face to your business as a health and wellness coach couldn’t hurt. 

Now you know why you need a blog as a health and wellness coach. Remember, ranking with SEO methods is just as important as making it less about B2B writing and more about the human-to-human connection.

Having trouble navigating your branding? Contact us today and we’ll get started from scratch just for you.

No Time To Write? Not A Problem.

You believe in helping others. And we believe that you have something important to say. This means there’s no need to hold back when it comes to marketing your own health and wellness business. 

If we know anything, we know blogging as a health and wellness business does so much more than people realize. If you’re aware of why you need a blog as a health and wellness coach and just want to get started, you’re in the right place. With us, you’ll get a better blogging plan and a copywriting team whose main move is making your business its top priority. 

Grab a cup of joe with us and see how health coach blogging for your business can get you results and revenue you may be missing out on.

essential elements in a blog

6 Essential Elements In A Blog You Need To Include Today

Anyone can write a blog. 

But not everyone can write with all of the essential elements in a blog.

It does seem as though anyone can place a block of text online and call it blogging. And we love reading blogs of all kinds as they can come in handy.

Recipes, how-tos… you name it! But there are some pretty critical elements a blog needs for it to offer any true benefits to your website. That’s right. There’s personal blog writing and then there’s blog writing to improve your business.

Don’t get us wrong! Blog writing for businesses by no means has to be defined as boring. A blog should still have flair and personality. But it should also take the time to hit all of the right notes and provide quality content to the reader.

In addition to connecting with your audience, you can get some pretty incredible boosts through Google and other popular search engines as well. Continue reading for more information on the 6 essential elements in a blog.

Include These 6 Essential Elements In A Blog

It’s possible to put together a captivating blog with your voice, even if you aren’t a professional copywriter or content writer. Here are 6 ways you can create all of the essential elements in a blog that flows with ease while including the information you want, all in one place.

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1. Attention-Grabbing Headline

Make it snappy. Seriously, there’s no need to over (or under) explain yourself. If your headline says everything it needs to in only a few words, don’t feel pressured to make it longer. On the other hand, you don’t want it to be too short and unable to stand out among a variety of other blog topics.

List-Making

When making lists, it’s always nice to keep it to the few most important points and say it all within the header. For example, when looking at “Different Ways To Bake A Cake” versus “5 Ways To Bake The Perfect Birthday Cake”, which one would you rather read?

The point is, you could very well have all of the essential elements in a blog. But if the title doesn’t grab the attention of the reader, they’ll never know because they won’t read it at all. 

How-Tos

It’s okay to spell out headlines with words like “How To” if that’s what your blog is about. In fact, if someone is looking up “how to change my oil”, they may be more inclined to click the one that says, “How To Change Your Oil In 7 Easy Steps”. 

A headline that includes its intention is way more helpful than one that is too vague or unclear such as, “Changing The Oil Of A Car”. There is no excitement or defined direction of where this type of blog will go. 

Technical Writing

When you’re writing more technical pieces, this is where you’ll want to be a bit more information-heavy. These types of headlines should be straight to the point and descriptive. This means your headline should be descriptive enough for it to grab the attention of someone within the industry who’s also familiar with the material.

2. Captivating Introduction

Pull your audience in. Tell a short story, hit them with a fun (or shocking) fact, and make them want to learn more. You can do yourself and your readers a lot of good by starting with a lighthearted anecdote before diving into the details.

A solid introduction should be under 300 words, long enough to fill out the beginning but short enough to prevent any rambling. And of course, end with a call to action (CTA) in case your reader makes a quick decision based on your brilliant writing.

3. Balance of H2, H3, and H4 Headers

What would you rather read… one block of text of over 1,000 words? OR 1,000 words broken up into helpful tidbits along the way?

Even with all of the other essential elements in a blog, long blocks of text are unsightly and boring. In addition, they can be confusing for someone who is trying to read quickly and stay on track. Break them up with smaller headlines and, on occasion, bullets to make it flow better.

These types of headers combined with keywords can also give your SEO ranking the push it needs to reach your reader’s top search pages when they’re looking for expert advice.

4. Featuring Image (With Alt Text)

Also known as alt tags or alt descriptions, images with alt text help increase your SEO ranking. It also helps those who are visually impaired know what an image is without being able to fully see it. Alt text on your images can also assist readers if your image glitches or appears broken. There won’t simply be an empty space there; text will let readers know something is there.

5. Featured Keyword or Keyphrase

Having a keyword or keyphrase within your blog is critical to its relevance and ranking. If you use a keyword or phrase correctly, you can increase your views and bump up your website’s ranking. 

But be careful! For example, if you own an auto shop and write a blog on the most common causes of a check engine light, the phrase “check engine light” may be your go-to keyword phrase. But if you use it too much and too often, your blog can be flagged for “keyword stuffing”. However, there’s an easy fix. Go ahead and use the key phrase 5-6 times (based on a 1,000-1,500 word blog). Then, use phrases such as “check engine signal”, “check engine alert”, or “check engine warning” to add some variety and get the SEO police off your back. 

6. Links

Similar to using keywords and phrases, adding links throughout your blog can advance your website’s ranking. However, links also give your readers more resources and information as they read along. This is especially great if you’re using your blog to inform your audience and sell them on something you know can help. 

Links can also be a great way to cite sources, take your audience straight to your list of services, and assist them in exploring outside of your blog. 

7. Actionable Call To Action

Sprinkle in a few CTAs throughout your blog that apply to your topic or offer a service related to its subject. 

For instance, you may be writing a blog about blog writing for businesses (wink wink). Take the time to save your audience from doing their own deep-dive and present them with comprehensive copywriting services tailored to their needs within the same line or paragraph. 

This is a sleek and simple way to guide your audience where you want them to go without shoving a loud ad in their face as they read.

Crunched For Time With No Room For Writing?

Call the one-stop-shop copywriting team. Because we completely understand when you’re pressed for time but need your marketing and other writing assets on par with your business. Elements such as website writing, blogs, email marketing, and so many other assets shouldn’t go neglected. We’ll take the time you don’t have to come up with creative solutions for your writing needs.

Interested in learning more? Contact us today and we’ll find a way to work together.

Focus Your Copy On Conversation & Conversion

Let’s Grab A Virtual Coffee With Us To Discover How To Boost Your Words
build a business with a book

How To Build A Business With A Book

When you’re questioning how to build a business with a book, first thing’s first. Try not to think of your book as another deliverable you need to rush through to reach the end product. 

Because it’s so much more than a deliverable. It’s a tool. And it’s a pretty powerful one, too.

I get it… You could spend a ton of time and money getting your book written, published, printed, and wonder if it’s all going to be worth it. But what you should know is that it absolutely will be worth it if you keep in mind that it’s one of the most impactful tools you’ll have on hand.

By writing a book for your field, you can use it in every single avenue of your business. From inspiring others and giving advice to increasing sales and enforcing client relationships, read on to find out more or watch this in depth video with author of 20+ books and founder of Plug & Play Publishing.

How To Build A Business With A Book

According to Weston Lyon, building a business (especially a service-based business) can start with a book. And there are several reasons and strategies how to get there.

Become & Be An Authority Figure

You have a wealth of knowledge and countless amounts of experiences in what you do. Writing a book can set you up as an authority figure within your industry. Clients want to hear about what they’re searching for from the experts who know best. They’re much more likely to trust whatever is said when it comes from you – a business owner and entrepreneur. 

The best part about writing a book and using it for your business is when it covers a topic you’re passionate about, the sky’s the limit. And your clients can sense that as well. You’ll keep them engaged, and they’re more likely to turn to you in the future when they’re searching for reliable and professional information. 

Check out Weston’s free Authors Confess guide to avoid any mistakes in becoming an authority.

Stand Out From The Competition

Let’s put it this way… If potential customers are faced with a company who performs similar services but sees you’ve published a book about it, who are they more likely to choose?

We know who we’d pick!

Chances are, there are a variety of other businesses just like yours. But how many of them have a helpful book, or even a simple guide, giving their audience the information they commonly have questions about?

Hear us out… Because you don’t need to be able to cover complex material or be the next Elon Musk to put a book together. Your credibility lies within your ability to run your business – knowing the ins and outs of what you do. 

For example, if you’re a fitness guru and want to bust some common myths you’re tired of hearing when it comes to health and wellness, write your own book about it! You’ll automatically shine among the rest of the competition.

Market, Market, Market

Picture it… You’ve finally published the book you’ve been dreaming about for so long. Now, what do you do with it? Make it part of your marketing strategy and see a return on your investment. One of the biggest mistakes you can make is not using your book as a part of your business model.

Take advantage of your hard work and build a business with a book by using it at:

  • Trade Shows
  • Speaking Opportunities
  • Other Marketing Or Networking Events

Don’t forget to use it throughout your social media by offering tidbits and tips to keep your audience hooked and wanting to learn more. Incorporating your book into marketing your services can help you generate leads and convert more people into higher-paying clients. 

Let your book sit around unappreciated, and you may find yourself feeling stuck. A book with quality substance should last you for years to come. Don’t be afraid to use it for that long! Get everything you can out of your efforts. 

Trust In Your Legacy

If you can connect with others who share a love for your work, believe that you’re contributing to something bigger and trust yourself. It takes a lot of courage to put yourself out there and create something that could live on for years to come.

Your book doesn’t have to stop at someone’s coffee table. Consider this: if your clients and readers take your word to heart, there’s always a chance they’ll tell someone else about you. This means your book can change hands when the time is right – inspiring others to read what you’ve written and continue the pattern.

Once you’ve done the hard work, it’s okay to be proud of it, too.

Gain Testimonials & Strengthen Client Relationships

Once you know people have read your book, get their feedback. If you were able to help someone out, then ask them to send you a testimonial. And use it on your website, social media, and wherever else your book shows up.

What’s really important here is that you truly listen to what they have to say about it. Taking in positive and constructive criticism can help strengthen your relationship with your clients and ensure they feel heard. It’s true. Not everything you hear will be easy to take in, but it can help you and your clients in the future to know what they think.

Retain Clients & Share Your Expertise

Already have a solid client base? Offer your book as an add-on to the services they already pay for and watch them be amazed. They’ll wonder how you have time for it all, which is great. Keep them wondering how you build a business with a book, and maybe they’ll go to you to see how it’s done. Allow them to take part in the conversation with your expertise leading the way. 

Having a book to showcase your years of involvement in your business can help clients see how: 

  • Dedicated you are to your craft, no matter what it is
  • Willing you are to share your knowledge with others
  • Motivated you are to keep your legacy moving
  • Committed you are to your clients by providing quality information they can use

An Interview With Book-Writing Genius Weston Lyon

build a business with a book
Weston Lyon
Founder of Plug & Play Publishing
Author of 20+ Books

Okay, you have a laundry list of benefits you can count on and the know-how to build a business with a book. Are you interested in learning more? I met (virtually) with the founder of Plug & Play Publishing to discuss how to build a business with a book in depth.

We know you can’t wait. Click here to watch Wondering Whether Writing A Book Is Your Next Step?, and download his free Authors Confess guide here.

Benefits for Writing Business Blog Posts

5 Benefits for Writing Business Blog Posts (And How To Start Publishing)

Blogging is certainly not dead – especially when it comes to B2B blogging. Some 700 million blog posts are published each month on WordPress alone. 

Today’s web users can hop online and find a blog on pretty much any topic you can imagine. 

Searching for a step-by-step guide on how to perform an oil change? There’s a blog for that. 

What about finding the perfect chocolate cake recipe? Yep, there’s a blog for that, too. 

More often than not, the blogs with sufficient information may eventually lead you to an expert within the field of what you’re searching for. 

This is excellent news for businesses – boasting numerous benefits for writing business blog posts.

5 Benefits for Writing Business Blog Posts

We could go on for hours listing the benefits for writing business blog posts, but we picked these 5 benefits because they directly impact your bottom line. At FocusCopy, we would never recommend anything that doesn’t produce sales or makes your company more efficient (and thereby more profitable).

1. Blog Posts Provide Social Media and Email Content

You want to keep your audience engaged, right? If you’re like us, you’ve been subject to opening a marketing email only to hit close as soon as you scan it (even if you get that far). One way to positively use the blogs you’ve written is to include them in your marketing emails paired with a catchy headline or phrase to draw your audience in. By doing so, you keep readers engaged with relevant content to your business, boost your click rate, and improve website traffic…. Ultimately generating more qualified leads for your business (paired with a few other things).

Plus, with so many tools available like MailChimp, Campaign Monitor, and so on, you can use these platforms to help monitor your email marketing performance, making it easy to see which emails featuring your blogs tend to outshine one another. You can then plan and strategize additional content to work better for you and your business in the future.

In line with sharing blogs to your email efforts, you can pad your social media calendar with shareable posts featuring your blog. All it takes is a simple graphic, engaging copy, and a link to your blog to quickly get better engagement on your social media platforms. With almost half of the world’s population using social media, you really can’t go wrong by creating some buzz around your blog posts using Facebook, Instagram, LinkedIn, and other social-sharing software.

2. Blog Posts Boost Search Engine Optimization

According to OptinMonster, “Companies who blog get 97% more links to their websites.” That statistic alone should be convincing enough to start blogging. 

The bottom line is that more traffic to your website means more potential sales. Writing a blog and sharing its content any way you can help build the number of visitors who end up on your site. As you consistently continue producing relevant content written with SEO in mind, you’ll see your SEO performance build and improve over time.

Chances are, someone who conducts a search on Google looking for a how-to on best business practices during COVID will likely run into a few high-ranking blogs covering this topic. As a result, the business blogs that appear on the first or second page are likely to see improved engagement and viewers on their website.

As long as you have an individual or team member regularly creating, publishing content, and monitoring your results, there is no reason your SEO and, in turn, your business shouldn’t see some improved engagement.

Case Study: Publish Consistently Now

As a new business, we consistently published weekly blogs from August 2019 to April 2020. This was a critical step to start building the SEO snowball. 

Then between April 2020 and September 2020, our blogging became a little more inconsistent because… Well, we were too busy writing for our clients. Yet, our traffic was still growing. 

In October 2020, our blogging became non-existent through the remainder of 2020. We were simply too busy to even schedule posts on social media! All our focus was on our client’s copy and their marketing. 

Yet, our traffic grew and grew. This is the power of publishing business blog posts. This is what we refer to as the SEO snowball effect.

“The best time to plant a tree was 20 years ago. The second best time is now.”

Chinese Proverb
Benefits for Writing Business Blog Posts

3. Blog Posts Educate Your Target Audience

There is a ton of information out there online. But you’re the one who knows your business best, so who better to talk about it than yourself? People want to know accurate and readable information that will help them. Don’t be afraid to give your blogs everything you’ve got and go into as much detail as you can in an organized format that flows with ease.

A simple benefit you can add to your blogs includes graphics, videos, and photography to help users visualize the discussion topic. It’s not entirely necessary, but for businesses who offer intricate services or products, these elements can break down some more technical content in a digestible way.  

(P.S. We’re experts in capturing your brand voice, learning your story, and communicating it with SEO and your target audience in mind. Want to learn how we make your blog production easier? Schedule a call with co-founder Lauren Jefferson today.

4. Blogs Posts Position You As a Brand Authority

As the expert, you want to let others know that they can turn to you for the information they need now or might need in the future. With each blog post, you build brand authority for yourself and become a reliable resource for your audience to turn to.

One way of serving as a brand authority lies in sharing information backed by reliable resources, data, or reports. You can also rely on the professionals around you to get the latest industry updates and material to improve your content. Finally, you can answer some FAQs in depth through blogs that are both requested and informative. Each of these factors sets the tone for your blog and provides a safe space for others to turn to when they need trustworthy information.

5. Blog Posts Create More Opportunities to Sell

If you have your sales process down, blog writing may be the solution you need to pour more leads into your funnel. You see, the more content you produce backed by appropriate facts and figures, the more people will be geared towards your website and brand. As users get to know your brand better and become more familiar with who you are, the more likely they are to use your product or service.  

According to Hubspot, “Marketers who prioritized blogging received 13X more ROI than companies that did not in 2019.” Hubspot’s findings make blogging one of the most useful marketing tools out there on top of creating other inviting digital content. 

How to Start Writing Blog Posts for Business

If you’re tired of being left behind in a digital world, get started today on setting up a blog for your business with just a few quick steps.

Figure Out What You’re Going To Write About

Where do you start? Understandably, you may have a lot to say but don’t know where to begin. Whether you use your smartphone, laptop, or pen and paper, you should kick off your blogging venture by jotting down your best blog ideas. Some components to think about include:

  • Timeliness. Is what you want to write about pertinent to right now?
  • Substance. Is there enough to talk about when discussing a specific topic?
  • Benefits. Will your blog be able to highlight something that your business has to offer to help its readers?
  • Content. Is the content being discussed relevant to your business?

If you’ve answered “No,” to any of these questions, it may be time to discuss more openly with your team about what would work when it comes to blogging for your business.

(Need help thinking of potential topics? FocusCopy is here to help! Contact us today to learn how we make this process easier for you.)

Decide How Frequently You’re Going to Write Blog Posts

Some websites will tell you you should blog twice a week, once a week, or once a month. Depending on your business, you may want to post more or less. If you don’t have the bandwidth to start posting numerous times a day, work on getting your posts written and provide yourself with a bank of blogs you can rely on when you’re ready to start publishing.

“Blogging frequency has a direct and significant impact on lead generation.”

SEO.co

We take a little different approach when it comes to choosing frequency. At FocusCopy, we want to see consistency in your marketing. If that’s every week, go for it! But if you can only manage one blog a month, that’s great. Start building that rhythm so you can produce more content down the line. 

Determine Who Is Writing Your Blog Posts

I you are considering starting a blog, think no more. Get your blog up and running with a content writer who knows the ins and outs of blogging, wordplay, and adapting to your company’s work model, style, voice, tone, and attitude.

We get it! You may not have the time for blogging. Lucky for you, we’re the experts you need in that department. FocusCopy offers content writing for your business – bringing your brand to center stage for the audience you crave.

Benefits for Writing Business Blog Posts
Ease Anxiety During Content Production

7 Strategies to Ease Anxiety During Content Production

Putting your name out there can be scary. 

Whenever you publish content, you’re putting your name on the line. And there’s no guarantee that your audience will love it. 

For your business to thrive, you must improve your visibility and audience engagement through content creation and publication. Digital marketing is more effective now than ever, and there are many, many types of content you can create and use.

But how can you ease your anxiety during content production so you’ll be excited to create more? 

Let’s start by facing the fears head-on. 

Why Content Production Can Increase Anxiety

Has this ever happened to you? You’re talking with a business associate or friend, on your morning jog, or in the shower, when suddenly inspiration strikes. You arrive at the perfect idea for a new piece of content. You’re excited! You keep the idea swirling in your thoughts, but soon… weeks pass, and you still haven’t published yet. 

If this sounds familiar, you might be grappling with content production anxiety. 

Producing content is really exciting. But on the other hand, it can also be anxiety-inducing (maybe even a little frightening) – making it difficult to hit “publish”.

When producing content, anxiety can increase for any of the following reasons:

  • Getting started. For some, there is nothing more intimidating than staring at a blank page. When our content ideas are big, just getting started can be daunting. 
  • Finding the time. If you’re like most business leaders and entrepreneurs, your schedule is packed to the brim with meetings and urgent tasks. It can feel overwhelming to have another huge item added onto your list.
  • Making mistakes. What if you say something in your content by mistake? It can be scary to make a mistake that will be online for everyone to see.
  • Judgement or criticism. After you put all the work into finally putting your content out there, what if nobody likes it? 

If you’ve had any of these anxious feelings around content production, you’re not alone. So many content creators struggle with these things all the time. 

7 Ways to Ease Anxiety During Content Production

The good news is, there are ways you can ease anxiety during content production. Here are 7 different strategies to try out:

  1. Exercise your content production muscle
  2. Voice record your stream of thoughts
  3. Break up your content production in smaller subtasks
  4. Hire an editor
  5. Schedule the content to auto-publish
  6. Focus on the end goal
  7. Celebrate your wins

1. Exercise Your Content Production Muscle

Getting started on something new can feel daunting. When you start a hard workout or a new sport, your body needs to get used to that exercise. Writing is the same. You need to train your brain to produce content every single day. 

Here are some training exercises that you can implement in your daily routine:

  • Write for 30 minutes a day – everyday
  • Read blogs (or whatever type of content you are producing) for 20 minutes a day
  • Carry a notebook with you to jot down any ideas, sentences, or phrases that come to you spontaneously

If you feel like you’re running into writer’s block, try one of these 11 tips to break through

2. If You Can’t Type It, Talk It

Most people can talk faster than they can type. If you want to make even more use of your 30 minutes of content creation a day, speak your ideas instead of typing them. You can record your thoughts on a voice memo or brainstorm about them with someone on your team. 

In an hour, I can crank out content for about five full blogs when I’m talking about my ideas instead of typing them. And then, it’s time to finally put thoughts on paper, you’ll be able to listen back on every detail. 

3. Break Up Your Content Into Subtasks

If you’re anxious about finding time to create content, you don’t have to stress any further. It can be easy for an entrepreneur, business owner, or marketer to keep up with a weekly content creation schedule! 

Break up the content production into subtasks. For example, here are subtasks we use to create our blogs: 

  1. Outline blog
  2. Draft blog
  3. Edit blog
  4. Check SEO 
  5. Finalize blog
  6. Schedule blog

These 6 simple subtasks can even be done on different days. This allows the content production process to happen in bite-sized pieces, not overwhelming the writer at any point in time. 

(We’ve created this process to catch all the potential risks, ranging from not sounding professional to releasing something that isn’t valuable. When approaching your subtasks, make sure you avoid these 8 major oversights too.)    

4. Hire an Editor

The next way to ease your anxiety during content production is to hire an editor – whether that’s someone on your team or someone like us that you outsource. 

An editor can take on 3 of the 6 subtasks listed in the previous strategy. That way you can create your content quicker with less stress. 

If you can, have not just one, but two other people review your content before publishing. They can check for the overall quality and value of your content. You’ll be able to avoid anxiety around errors or audience scrutiny when your content has already faced constructive feedback from an editorial team.

5. Schedule The Content to Auto-Publish

Once you have the content written and edited, it’s time to press “publish”. This is where we commonly see authority leaders pause. They begin to question if it’s valuable enough, clear enough, fill in the blank enough. That’s why we schedule our content and our client’s content out. It takes the anxiety out of seeing it go live immediately. If you use WordPress, learn how to schedule a post on WordPress here. 

6. Focus On The End Goal

If you don’t know where you’re going to end up, it’s difficult to know when you’ve got there and how to tie a bow on the content. You need to define an end goal before  you start to write the content. 

For this blog in particular, we know that our clients experience anxiety when producing content. Some of our clients have told us that they spend over 8 hours on a single blog (and are still not pleased with the content). So, it never gets published. 

We help our clients skip through that by ensuring that every piece of content we write for our clients is valuable, and we both know the end goal before we start writing. 

7. Celebrate Your Wins

Finally, you need to celebrate your wins! A mentor told me when I started FocusCopy that I needed to celebrate every win – somehow. The first dollar, the first hundred dollars, and so on. We even celebrated the first blog, the first comment, and the traffic that we’ve gotten from our most popular blogs. You, too, need to celebrate your wins – including publishing content. Instead of it being a fearful task, it becomes an exciting task that you want to complete. 

Ease Your Content Production Anxiety About Outsourcing

Like we previewed in strategy #6, we encounter a lot of stress when we talk with prospective clients. Producing content can be scary, but it doesn’t have to be. FocusCopy partners with entrepreneurial companies, just like yours, to produce your content and save your time. This allows you to stay on top of your content schedule while managing a more-balanced workload. Learn more about our copywriting services here.

If you have any questions, drop them in the comments section. We are here to make content production a more joyful and beneficial process. 

Different Types of Top of Funnel Content

29 Different Types of Top of Funnel Content To Offer

There is no one-size-fits-all strategy for content marketing. 

The type of content your website should provide to your customers should depend on what they want to buy and how much time they want to spend reading your site before they buy or move on. 

In today’s digital age, the opportunities to sell are endless. There are so many different types of content that you can create and offer to your audience. In this blog, we’ll focus on the content that targets individuals or businesses that…

  • May not be aware of their need for your product or service 
  • Need to engage more with your brand before they click “buy”

But first, let’s talk about how this audience is different from others you market to and why they require different kinds of content.

Why Offer Different Types of Content For Each Stage of the Sales Funnel

Each customer that will eventually buy your service or product has their own journey that starts at awareness of your brand and moves to being an active promoter of your brand.  

In marketing, this customer journey is called the sales funnel. It has three stages:

  • Top of funnel
  • Middle of funnel
  • Bottom of funnel

Top of Funnel (TOFU)

Top of funnel (or TOFU for short) is the stage where prospects become aware of their problem and your solution.

They must become aware that you exist. 

You want them to engage with your content. 

And to get them to do that at this stage, your content should be freely available. 

In other words, it should be ungated – while still having the option to provide their email for more information. 

Middle of Funnel (MOFU)

Middle of the funnel (or MOFU for short) is the stage where prospects become customers. It’s all about conversion here! At this stage, content might look like providing a free resource in exchange for your customer’s email or selling your customer a product or service.

Bottom of Funnel (BOFU)

Bottom of funnel (or BOFU for short) is the stage where customers become excited about working with you. By this time, they will:

  • Ascend through your different offerings
  • Be ready to buy higher-value content
  • Advocate/promote your brand to their network

The Purpose of Top of Funnel Content

The value and purpose of content needs to change at each stage. And the first stage, TOFU has the widest audience. The goal of top of funnel content is to build, connect, and interact with your audience.

In dating terms, this is making eye contact and asking that person out for coffee. It’s safe and non-committal. It’s just expressing interest and seeing where it takes you! 

Different Types of Top of Funnel Content To Offer

Here are some different types of top funnel content that will help you make a great first impression with your audience.

Blog Content

Highly competitive companies in nearly every industry incorporate blogging into their overall marketing strategy. Although it’s not an exact science, you can follow these simple guidelines to make very effective blogs. Plus, blogs are one of the most versatile examples of TOFU content. Here are some blog content ideas. 

1. Company News

Your company is accomplishing amazing things that set you apart from your competitors. Blogs are the place to show that off! Celebrate your hard work, explain difficult decisions, and discuss your growth and major milestones.

If your audience is captivated by your story, they’ll want to learn more, engage, and cheer your company on.

2. Product Announcements

Speaking of company news, blogs are a great way to announce the launch of new products. This might include: 

  • Software announcements
  • New updates
  • Added service offerings

A blog post lets you go beyond a general product description. It gives space for you to tell a story with more detail. How did you identify the need? What inspired its design? How will/have customers’ lives changed because of the new product? 

3. Cornerstone Blogs

Cornerstone blogs are articles your audience will want to refer back to time and time again. Just like we pin important posts to the top of our Facebook pages, cornerstone blogs are substantial and noteworthy.

A great cornerstone blog will be:

  • All-inclusive of your entire process
  • Approximately 3 times the length of a normal blog (2,500 or more words)
  • Filled with crosslinks that lead customers to your other content

For an example, check out Digital Marketer’s cornerstone blog on the customer value journey.

4. Comparisons

Everyone wants to use the best products and services possible. But the average person will not have time to do all the research themselves to find the right solution for them. Save your audience time (which they’ll appreciate) by doing a comparison blog. 

For example, to write about “what’s the best project management software?”, you could: 

  • Pick 2 of the most popular contenders
  • Compare and contrast product features
  • Note their reviews
  • Talk about ease of use and customer support

This is extremely common for software. 

5. How-Tos

Comparison blogs aren’t the only way to save people time. How-tos are also really valuable for this! Give a quick and easy tutorial on how to do something. To make your post even more valuable, include screenshots or photos of the process and mention anything your company offers that can make it even easier.

6. Quiz or Survey

Nothing says engagement like an interactive blog post. Include a quiz or survey in your next blog. Here are some ideas for making it fun and useful:

  • Keep it short and sweet with 10 questions or less and 3-6 options per question
  • Include a text box on surveys where your audience can ask questions
  • Make it easy to read by pairing text responses with images
  • Provide a next step by including a call to action at the end

With a quiz, you’ll increase engagement and learn more about your target audience. It’s a win-win!

7. Q&As

Another type of blog that has lots of value is a Question and Answer (Q&A) post. This is where you go over questions your customer asks (or what you think they’ll ask). Here are a few ideas: 

  • After you’ve collected survey results, duplicate that content by turning the responses into a Q&A blog
  • Create a Q&A blog from frequently asked questions about products or services – “6 Questions We Get About [Your Product]”
  • Conduct an interview-style Q&A with an expert from your team

Q&As help resolve common questions and draw awareness to your products and services. 

8. Wikis

Wikis are a straightforward repository of useful information that your audience can turn to for facts and definitions in your company’s industry. While every type of blog content we’ve discussed so far should be written with your brand voice, Wikis should be written with a more logical tone. WikiCFO is an example of a wiki from The Strategic CFO.

Audio Content

Some people prefer listening over reading – they may learn auditorily. That’s where audio content comes in. 

9. Podcasts

Podcasts are quickly gaining popularity and are a great way to fit lots of information into an easily digestible format. 

Check out one of our client’s newly launched podcasts here!

Email Content

Every email on your email list is not created equal. Some people who are in the top of your sales funnel might not make it to the middle. Email content helps you rebuild your targeting list by pulling in possible leads. 

10. Email Newsletters

Keep your company visible by showing up regularly in your audience’s inbox with a roundup of content. Here are some best practices for making an email newsletter your audience will look forward to:

  • Don’t spam their inbox
  • Have an eye-catching subject line
  • Highlight your other recent content
  • Give email-exclusive offers

Well-crafted email newsletters have the power to bring people from TOFU through MOFU to BOFU.

Images

You know what they say… “An image is worth a thousand words”. Image content can communicate so much about your company with just one glance. Plus, get double the visibility by reposting images from your blog onto Pinterest. Here are a few kinds of image content. 

11. Photos

It’s time for a brand photoshoot! Photo content can give your audience greater insight into the personality of your company. Take photos to:

  • Display a product
  • Demonstrate a process
  • Introduce members of your team

(If you’re searching for some talented corporate photographers, reach out to us here to connect with our photography partners.)

12. Quotes

Try overlaying an image with an inspiring quote – especially ones from your own brand! Your audience will start to picture you as an authority figure and leader. If you’ve been quoted, you’re legit and on a fast path to becoming an authority leader.

13. Infographics 

Reading through a long detailed process description or trying to visualize complex stats is confusing and boring. Don’t be boring. Keep your audience’s attention with clear infographics instead. They’ll be engaged and ready to learn more. Here is an example of an infographic we created. 

Learning Content

Does your company have expert knowledge that your audience will benefit from? Turn it into learning content through webinars or a video series.  

14. Video Series 

Create a company YouTube channel! There, you can post a series of videos where you teach your audience. To get the most out of a YouTube video series, include links to your other content in the video’s description and embed those videos into blog posts.

15. Webinars

Webinars are a more interactive type of learning content. Your audience will be able to tune in live, ask questions, and get specific feedback. Increased engagement means more opportunities for you to show the value of your products or services.

Video Content

Aside from learning content, video can also do so much more for your marketing strategy. Here are some different types of top of funnel content to create from videos.

(We have a number of incredibly talented videographers that we’ve partnered with. If you’re looking to up your video game, reach out to us here to get connected to our partners.)

16. Short Video (< 10 minutes)

In 10 minutes or less, you can: 

  • Demonstrate a problem that your company solves
  • Flaunt a product or service
  • Show a compilation of testimonials

17. Long Video (> 10 minutes)

Use videos that run longer than 10 minutes for more detailed story-telling like:

  • Vlogs (video blogs)
  • A case study or success story
  • Behind the scenes footage

To keep your audience’s attention, your video should get more interesting as it gets longer. Introduce at the start that something exciting will be revealed at the end. And then deliver on that promise.

18. Interviews

Channel your collaborative side by recording an interview with a team member or someone from your business network. Also look out for opportunities to be interviewed by other companies to get even more visibility.  

Outside Content

Diversify your reach with outside content like magazine articles, press releases, and Q&A forums.

19. Magazine Articles

Being featured in a magazine article will build trust and recognition for your brand. Identify some popular magazines that get a lot of traffic, and then pitch your story! 

PLUS since most magazines also publish their articles online, you’ll have the added benefit of growing your back-link network to increase your website’s SEO.  

20. Press Releases

Need some help pitching your story to magazines? Press releases can help grab the attention of journalists and media outlets so you’ll be more likely to get on their radar. Press releases spark curiosity in a broad audience and give them a reason to visit your website, find your other content, or try out your products. 

(We’ve recently partnered with an incredible boutique PR agency that customizes solutions for each of their clients. If you’d like a warm introduction, reach out to us here.)

21. Q&A Forums

Establish your credibility as an expert and grow your community by answering questions in Q&A forums. Try out these 2 forums: Quora and Alignable

Social Media 

Now more than ever, people are spending an unprecedented amount of time on their social media. Take advantage of their undivided attention by showing up regularly with awesome content in their feeds.

22. Social Media Posts

Each social network has their own content style. With all that variety, you can post about the same topics on different platforms while still making it look like different content.

23. Facebook Group

Leverage Facebook groups to engage with your audience on a whole new level. Being part of a Facebook group helps people feel more connected to your brand and each other – making them one step closer to reaching the BOFU.

24. Facebook or Instagram Live

Interaction gets even better when the experience is happening live. Your audience doesn’t even need to leave their home to have face-to-face access to you. Show a live demo, interview, or Q&A! Host the live content with collaborators in your network to reach an even broader audience.

24. IGTV (< 5 minutes)

Instagram introduced IGTV last year, making it a hot new avenue to post your content. The best part is, you don’t need expensive professional equipment to shoot your content. The platform is meant to be made right from your phone.

26. Social Media Advertising 

What most people don’t know is that when you do social media advertising, your ads can appear outside of social media networks. When you take out a Facebook ad, it can appear in the New York Times or Wall Street Journal. Take advantage of this extra visibility! 

Website Content

Finally, there are different types of top of funnel content that can exist right on your website and require little to no updating. These are things like online calculators, product or services pages, and microsites. 

27. Calculators

One kind of TOFU website content is a calculator – like the calculators found here. Many mortgage lenders have calculators on their websites. If done well, it can act as a lead generator to get a mortgage quote. 

(HAR.com)

28. Product / Service Pages 

Does your website have seperate pages for each of its products or services? This is a great way to expand your content and make it easier for your customers to find you online. Check out FocusCopy’s tips for updating your website copy to make your products and services pages work well at the top of your marketing funnel.

29. Microsites

Microsites are great ways to capture more attention and direct them to your website. It’s usually a single page or cluster of pages meant to complement a specific activity.

One of our favorite recent use of microsites is Tulsa advocating to Tesla to build a plant in their city. So they created TulsaSaysYes.com. 

(TuslaSaysYes.com)

While that’s enough to at least put a case together for Tesla to consider Tulsa, they took it one step further. They created AustinSaysNo.com. 

(AustinSaysNo.com)

The results… Elon Musk himself said this:

While this campaign only had a target audience of one, it was extremely effective and targeted. 

What Types of Content Are You Working On?

These 29 different types of top of funnel content are just the start. There are so many varieties of content for different stages of the sales funnel. What kinds of content is your company working on now? Creating content consistently can be a lot to keep up with. If your team is looking to grow your visibility by outsourcing your content writing, FocusCopy can help.

Focus Your Copy On Conversation & Conversion

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