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Blogging

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

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Prioritizing Marketing Tasks

Prioritizing Your Laundry List of Marketing To-Dos

As an entrepreneur, many things are pulling your attention – growing your team, serving your clients, keeping your books in order, and so on. 

But what about your marketing? 

You’re told to write a blog, send an email newsletter, create SEO content, post on social media, create video content, learn all the algorithms, paid advertising, speaking engagements, and the list doesn’t stop there.

But through the noise, do you feel like marketing experts think about you and your capacity (brainwidth) as a small business owner?

Here are some things you can do to start prioritizing marketing tasks.

Get Organized And Start Prioritizing Marketing Tasks

A great place to start is by making your dream list. Come on, let’s brainstorm together! 

Ask yourself, what is your all-the-bells-and-whistles checklist? You know, the whole laundry list of marketing ideas you’ve ever wanted to implement. If you’re stuck or need some suggestions, you can:

  • Review your website copy. Does it still fit you and your company’s vision? Find a copywriter who can spice it up.
  • Are you getting any traffic? Use a writer who knows SEO to help.
  • Do you have social media followers? Work on a social media strategy that can boost sales for your business.

Now look at your list and ask, what is your more sensible barebones checklist? 

This checklist is what you need to begin and get going on building your marketing strategy.

Whether you’re running the show or you have a team of helpful employees, there are some small things you can do to be productive and get organized. 

ClickUp is an online task management tool that you can use to plugin projects you need to get done, set deadlines, assign tasks to staff, and so much more. Because it’s such a user-friendly system, prioritizing your laundry list of marketing to-dos is that much easier.

A Breakdown Of Marketing Strategies

Let’s talk about several marketing strategies you may have seen over time. Let’s determine if it’s something that you want to focus on and use for your business.

Blogging

If you don’t have an SEO strategy or you don’t have a lot of website traffic, blogging could be a useful channel. With blogs, you can kick up your ranking through SEO best-practices. Doing so gives your prime audience helpful information and a sneak peek into your industry.

Lead Magnets

Your traffic rate is reasonable, but you don’t have a substantial email list of current and potential customers interested in your services. Lead magnets can get you into your customers’ minds to find out what their pain points are and what’s important to them in a solution.

Call-To-Action

It’s okay to put your customers on the spot. Ask them for their email or create other ways to encourage them to take an action on your page. Use phrases like:

  • Subscribe
  • Sign Up
  • Learn More
  • View Pricing
  • Order Now

Landing Page

A useful landing page is an engaging and easy-to-read snapshot of your business and its services. It helps to lead a viewer to click and take them to the next step. Whether the page leads them to a phone number, email address, or order form – you want your customer to take action here.

Cheat Sheet Or Guide

Post a simple cheat sheet or guide informing others of your business model or the way you produce a product. This is a quick way to get them to understand more of what you do. Again, you want them to take action and reach out to you.

Video Or Audio

Think of a video or audio bite as a more modern version of a cheat sheet. Not only can you show off a bit of your personality here, but you’re also giving your audience a way to interact. By doing so, they are more likely to make an action on your page and seek your services. 

Quiz 

There’s nothing like a fun quiz to get an audience engaged and interested in signing up for future emails (check out this fantastic example here). Quizzes are an interactive way to get your audience to question themselves and realize they may need your help. Whether you want to lead them to make a purchase or sign up for your emails to reveal their answers, you really can’t go wrong with a winning quiz.

Email Marketing

Some lively and informative email marketing can help you turn your traffic into leads and eventually into buyers. A good email marketing strategy keeps subscribers in-the-know and consistently aware of your brand.

Social Media

It’s okay to start small with social media. You don’t want to overwhelm yourself with the idea of posting on all outlets every day. It’s better to create a stable community of advocates and promoters for your business little by little.

Paid Advertising

Paid ads can kickstart awareness of your business. This can help grow your following, traffic, regular subscribers, etc. It pays to invest in yourself.  

What Are Your Marketing Priorities?

Keep in mind that you can do it without feeling like you need to do it all. 

For this upcoming quarter, make a list of 3 things you’re going to do well. It could even be cross-sections of a topic (i.e. send one newsletter a week instead of full email marketing campaigns). Then determine whether it genuinely looks doable to you.

If you know the direction you would like to go in, but you’re struggling with writer’s block, take a look at our blog 11 Tips on How To Overcome Your Writer’s Block.

Check Us Out & Check Off Your Marketing To-Do List

We’ve listed some insights into what you should really focus on between all of the agencies, consultants, and experts so you don’t skip the important stuff. Make reasonable requests for yourself. Can you put out one email a month? One blog a month? What about one social media post a week?

As a small business owner, it’s important to be true to yourself, your capabilities, and your budget.

Need some help with your prioritizing marketing tasks or creating content? Give us a shout, and we’ll get you where you want to be – operating in a timeframe that works for you.

When Was The Last Time You Updated Your Home Page?

Answer these 6 questions and spruce up your home page in 15 minutes (or less).

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
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

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

8 Major Oversights Content Writers Should Avoid When Blogging

Blogging isn’t just for beauty influencers and foodies. It’s 2020, and the most competitive companies in all industries have blogs associated with their businesses. 

Never considered blogging before? Well, you might be missing out on some major growth opportunities! 

If you feel behind in the blogging scene, don’t worry. I’ll go over the 8 major oversights content writers should avoid when blogging, so you can start blogging like a pro. 

PLUS right now is an optimal time to invest in a blog for your business.

Why now?

Because many of us are at home, tuned into our preferred devices. Your audience is at attention. Strategically, if you’re looking for growth in the next 6 months, you need to start working now by investing in and increasing your organic traffic. 

What is Blogging?

Before we get into the 8 major oversights content writers should avoid when blogging, let’s break down what blogging entails. 

A blog is a collection of content available on a website or social media profile (like LinkedIn). It’s a log of a company’s insights, knowledge, experience, and tips for readers. 

Blogging as a practice: 

  • Helps your customers find you more quickly and easily on the Internet – Search Engine Optimization (SEO)
  • Encourages your customers to realize that you have something valuable to offer – Value-Added Information
  • Drives new customers to your company without paid advertising – Organic Traffic

Why is Blogging Important for Your Overall Marketing Strategy?

Whether it’s a written, video, or visual log, a blog is important for your overall marketing strategy. At its core, marketing is a way to warm up your prospects in order to convert them into sales. In the digital world, marketing is also what  converts leads into customers. 

A strong marketing strategy cultivates a relationship between your customers and your company. And this is essentially what blogs are built to do! They create trust and familiarity through consistent and valuable communication. 

And it’s not just a one-way street. Blogging doesn’t just create an opportunity for your company to share insights and stories with prospects; it also allows your customers to share their stories and experiences too – through comments. In other words, you have the ability to advertise and conduct market research, all in one place. 

8 Major Oversights Content Writers Should Avoid When Blogging

Now that you understand the value blogging will have for your business, let’s talk about how you can approach it like a professional. Here are 8 major oversights content writers should avoid when blogging.

1. Not Breaking Through Your Writer’s Block

Most clients come to us for 1 of 2 reasons:

  1. They hate writing. Writing well can take time, and not everyone has the patience for it.  
  2. They take forever to write. Some people get stuck staring at a blank page or writing and rewriting things to no end.

To start a blog, you’ll have to write regularly. Many content writers don’t expect to run into writer’s block. If and when it hits, they’re stuck! Don’t give up. Breaking through writer’s block is a key skill for successful content writing.

Need some tips on overcoming your writer’s block? Click here to read our blog about it.

2. Not Editing And Proofreading Work

Although it might seem obvious to some, many content writers take editing and proofreading their work for granted. This is a major oversight that can reflect negatively on your brand.

Having content that is free of grammatical and spelling errors helps show that you care behind your content and ensures you’re communicating effectively.

Check out our blog post filled with proofreading tips, so you can edit your work like a professional copywriter. 

3. Not Outlining BEFORE You Start Writing

Some writers just write in a flow. That’s alright, but if you want to write strategically, always start with an outline. 

Creating an outline before you start writing will help you…

  • Write faster. Once the structure of your blog is there, it’s easier to fill in the blanks.
  • Organize your thoughts. You’ll avoid veering off course from your intended topic and ensure you’re not covering too much in one post.
  • Increase your SEO. When you have structured headings and subheadings for your blog posts that use similar keywords or SEO synonyms, it’s easier for search engines to detect the topic of your blog and direct people to it based on their search. 

Here’s an example of what an organized outline can do for your final product.

The outline:

 Major Oversights Content Writers Should Avoid When Blogging

The final product:

 Major Oversights Content Writers Should Avoid When Blogging

4. Not Showing Some Personality

A blog post isn’t a formal document. People don’t want to read something dry– even if the topic is “boring”. They want to read something entertaining! 

In the past, I’ve written blogs for CFOs about financial forecasting using an example of Hooters girls. Show some personality in your writing. It breaks the ice. 

5. Not Narrowing Down Your Focus

Remember, Rome wasn’t built in a day. Likewise, a single blog post cannot be all-encompassing. Don’t try to solve every problem or address every topic in your individual blog posts. Pick one small topic and cover it extremely well. This will have more value for your audience and encourage them to come back and read more…

If you envision your company’s blog covering several topics, you can create a tagging system. This lets you cover a range of topics across several blog posts in an organized way.

First, identify one major-topic. Narrow down that topic even more. Then get even more specific. You cannot provide real value on a given major-topic with just one blog – there’s simply too much information for a reader to digest at once; therefore, you need to get specific. Remember, blogs are not novels or dissertations, they are intended to be relatively small, quick to read, and easily absorbed by their audience.

 Here are a couple of topic progressions to get you started. 

Overarching TopicKey Areas in Major TopicSub-Topic of Key AreaSpecific Detail Related to Sub-Topic
CoffeeWays to make delicious coffeeFrench PressFrench Press Best Practices
Content MarketingBloggingLaunching a BlogOversights Content Writers Make When Blogging

6. Not Using Research To Defend Your Claims

An entertaining blog on its own might give your company some visibility. But when it comes to converting to sales, you’ll want to leverage some research in your writing. 

As the saying goes, people tend to buy on emotion and justify the buy with logic. Compelling evidence to support your claims will underscore both the emotional and logical aspects of your pitch.

These can include…

  • Published studies
  • Striking statistics
  • Case studies
  • Testimonials
  • Easy-to-read charts and graphs

7. Flat Out Plagiarizing

This goes without saying – don’t plagiarize. Cite all quotes and sources. No one wants to come off as unoriginal or deceiving. Your company will lower its credibility when your plagiarism is discovered (and it will be!).

Giving others credit where credit is due is the right thing to do and can be really helpful for your SEO! Include outbound links to sources in your blog posts. 

8. Perfecting It So Much It Never Gets Published

A “perfect” blog post is never published because it’s never done. At some point, you just need to press “publish”. If you ever want to change anything, all you have to do is edit that content and update it. 

Put yourself out there and see how your audience responds. Remember, your audience is looking for consistent and regular communication. Don’t trade perfectionism for building a relationship with your customers. They’ll be happier to hear from you regularly. If you don’t include something in your current blog, you can always write about it in the next blog. Just keep the content and communications flowing to your followers and customers.


Looking for help launching your blog or increasing your number of subscribers? FocusCopy can do your content writing for you and even craft newsletters that go directly to your customer’s inbox.