Businesses of all sizes and marketers want to know how many blogs are enough blogs?
But, the better question is… What can you consistently do?
Sure, you can say that blogging three times a week is ideal for your small business.
But can you actually uphold that type of schedule (and not burnout)?
Unfortunately, there is no right answer, and it truly depends on your goals. You also need to have a few things available to you to keep up with a consistent blogging schedule that will produce relevant content for your business.
How To Determine The Number Of Blogs You Should Publish Per Week
You know those days when you wake up with a laundry list of items on your to-do list, and you feel like crushing it? Maybe you grab your favorite cup of coffee, snack on some strawberries, and feel completely ready to tackle the day. But then you go into a last-minute meeting, add a few more items on your list, and address a few concerns. Before you know it, it’s 4pm, and your list is still looking a bit… heavy.
It’s okay and it happens to all of us!
But having an inconsistent schedule can greatly impact your blogging experience if you have unrealistic expectations. Because, unlike other tasks, blogging truly takes time for you to brainstorm, write, and review before hitting the publish button.
So, take a look at the following and create a reasonable blogging schedule that will actually work for you.
Identify Your Goals
What’s the timeline you’re looking to accomplish your traffic generation or blogging strategy?
If you’re looking to scale and see meaningful results in 6 months, consider publishing more blogs on a monthly basis. But if you want to scale your business sustainably, then find a cadence that works for you.
Identify each of your content goals – including your target audience, the purpose of your blog, and what action you want your readers to take. Know exactly who you’re speaking to, and write in a way that will resonate with them. For example, if you work in a niche field where most people understand industry terms and famous sayings or phrases, it’s okay to use them. But if you’re speaking to an audience who may not be as familiar with the subject matter, make it simple.
If your idea is to be educational, stick to that and don’t complicate your message. Maybe you want to tell a story. Keep it concise, clear, and to the point. Too much back and forth or personal references may confuse your audience.
Always have a call to action (CTA). Whether you want your readers to call you directly, fill out a form, or look at something else, sprinkle CTAs throughout your blog.
No one knows your business better than you do. But if you don’t have the time, hate writing, or are hyper-focused on perfection, then delegate blogging to someone else. And don’t just choose anyone on your team – even if you feel like they have the time. Choose someone who knows:
You and your business
How to write with your voice
How to maintain their time
Hit all of these marks, and you’ll be able to delegate your blogging to someone who knows how to write in your voice and who you can trust to get the job done on time.
Additionally, no one likes to be micromanaged for responsibilities they are more than capable of doing. You might want to review their work for a few weeks before publishing, which is perfectly fine. You want to ensure they’re hitting the right message, speaking in your voice, and so on. But it’s important to give constructive feedback for a short time and then allow them to take the reins moving forward. And instead of checking in daily or every other day, check back monthly to be certain that your blogging is where you like it.
Schedule The Tasks
In a meeting, it’s one thing to mention that you would like to see actions taken right away. But if you and your team are busy, those items tend to get pushed off more than others when not assigned. Clarify your intentions by assigning blogging tasks, and ask your team to make it part of their regularly scheduled assignments. In fact, a great way to think about blogging for your company is to think of yourself as your own client!
Another important aspect of DIY blogging is allowing yourself or your writer enough buffer time towards the end of each month. Blogging is usually the first to be pushed back in the event of an emergency. The expectation is that you still need those blogs done, but there is some wiggle room in case other items take precedence.
We’ve found that the best way to assign these tasks is by following the order of:
Suppose you have room to write blogs yourself. Schedule that time in your calendar and make it non-negotiable. Mute online notifications, send calls to voicemail, and treat this time as though you’re in a meeting with a client – but the client is YOU!
Don’t stress over looking at a blank page. Your first step is outlining your blog, remember? So think about what you want to say and dump all of it on a notes page. Then organize your thoughts so they flow and make sense. Plug in those three CTAs, and you’re all set!
Holding yourself accountable also means being real with yourself. If you find that you cannot be consistent with three blogs per week, try one blog per week. Once you build that habit, test yourself and try over time to increase your blog posts per week.
Our Answer: Publish 2 Blogs Per Month
If you are just starting out or want a good starting point for consistent blogging, start at two blogs per month. This is an easy metric to move up or down. Block out the time for those two blogs and get them done!
Outsource Your Blogs
If you’ve already tried blogging or know you don’t have time for two blogs a month, we can help. We’ve worked with over 80 different companies on their blogging goals by producing high-converting copy to help scale their businesses. Our process is worthy of a chef’s kiss for copy, and we couldn’t be more excited to get started on blogging for your business.
As a business owner, I know you already juggle numerous responsibilities – including content marketing. You might be your business’s marketing director, copywriter, and social media manager on top of everything else you do. But, no matter how talented a writer you might be, every content marketer needs a variety of skills to convert prospects into customers.
As a content marketer, you need to create content to improve sales. No matter how creative or witty your writing is, it’s not worth your very valuable time if it doesn’t profit your company. Improving the following skills will allow great writers everywhere to become great content marketers.
5 Skills Every Content Marketer Needs To Convert Customers
Whether you’re writing for one small business or a large franchise, every content marketer can benefit from developing the following skills. So, even if you’re the busiest of business owners, make time to improve your content marketing skills and save yourself time, money, and headaches in the long run.
Even very talented writers still have to work on their editing skills. Make no mistake – editing is not just looking for spelling or grammar mistakes. Anybody can use Grammarly to help with that! While those errors can make a page look unprofessional, editing serves a larger purpose.
When editing a piece of business writing, you want to read and re-read the document. Is your document as clear as it can possibly be? Without clarity, you risk confusing your customers and ultimately discouraging them from working with you.
Think about how you can use as few words as possible to get your point across. Shakespeare once wrote, “Brevity is the soul of wit.” If you want to truly impress your customers, don’t weigh down your web pages or newsletters with clunky vocabulary words or long sentences. Your readers are busy, and you’re fighting for their attention. So, get to the point!
There’s an endless amount of content to create to promote your business, so you’ll want to train yourself to write quickly. After all, you have a business to run! So, learning to edit quickly is equally as vital as learning to write quickly.
Search Engine Optimization Skills
Most people have never even heard of Search Engine Optimization (SEO). Regardless, SEO dramatically impacts who learns about your business. When your websites and blogs are optimized for search engines like Google, your website will appear higher on search engine rankings.
If you want your website to ever reach your target audience, you’ll need to brush up on your SEO skills. Even a basic understanding of SEO can dramatically influence the traffic to your website.
Once you understand SEO, you can make small changes to your website that will dramatically affect your Google ranking. You can research keywords to create strong titles, adjust your sentences for readability, and even include helpful transition words.
As your business’s copywriter, you’ll have to cover a variety of topics. While you certainly know a lot about your business, you might have to write about totally foreign topics. This is completely common for the average content marketer who might write for multi-million dollar businesses one day and for a local mom-and-pop shop the next.
You’ll want to brush up on your research skills so you can answer any questions you might have while writing. One way to find reliable answers to your questions is to interview an expert. Improving your interviewing skills will allow you to effectively collect data for your copy.
Time Management & Organization Skills
As a content marketer, you know how difficult it is to stick to a schedule. Writing is often draining, and anyone who has stayed up the night before an essay is due knows what I mean.
A growing business needs a lot of copy – newsletters, emails, blogs, website pages, and more. And it’s important to keep a consistent schedule. You don’t want your customers to forget about you until you manage to send out a newsletter six months after the last one.
Creating a content calendar and sticking to it will help keep your business at the forefront of your audience’s attention. Work backward! First, plan how often you want to post a new blog or touch base through an email. After that, break down your goals into daily tasks. If you want to post a blog once a week, start drafting that blog five days (or more) before your publication date.
Set realistic timelines and schedule enough time to consistently meet your goals. It’s okay if you have to reevaluate and change your calendar! The point is to find a schedule that works for you and your business.
At FocusCopy, we use a project management software called ClickUp that helps us juggle all the tasks we have to do in a day. You can even use ClickUp to improve your time management and organization skills for all the parts of your life, professional and personal.
Data & Analytics Skills
After you have published your work, it’s important not to stop there. You need to evaluate what works for your business and what doesn’t.
Really, analyzing your data should be the easiest part of content marketing! But, most people don’t want to commit to the extra effort. Regardless, even if you worked really hard on a blog, it might need further tweaking. You might not be hitting the right notes with your audience, or you need to choose more popular keywords.
Analyzing the performance of your content also helps you to make strategic decisions for future content. You can stop making the same mistakes and prevent yourself from wasting even more time in the future.
FocusCopy Has The Content Marketing Skills To Grow Your Business
Even if you excel as a content marketer, creating every word of copy for your business is time-consuming and tiring. If you feel burnt out writing your business’s copy, FocusCopy is here to help.
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.
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.
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.
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.
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.
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.
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.
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 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!
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.
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
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.
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.
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.
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.
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.
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.
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
As you’ve transitioned your storefront and services online, you can’t help but wonder how people are going to find your website. You know that almost 88% of people in America shop online, but how will your business reach them?
But on top of building or updating your website, you’re figuring out shipping logistics. You’re creating social media pages and finding quality IT support, (not to mention balancing your personal life obligations). Learning how to bring people in online is a problem to solve later.
However, you understand that the more customers you have visiting your website, the more likely it is that you close sales.
And of course, you’d be right!
Then, after all the hustle and bustle of getting your website live is over and things have calmed down for just a second, you keep seeing the term SEO pop up when you’re googling strategies for online marketing. But it might as well be gibberish – search engine optimization? What even is that?
As it turns out, the way to generate more web traffic has a lot to do with SEO – especially a little term called backlinks.
What Are Backlinks?
Backlinks play a huge role in your SEO ranking on search engines – especially Google.
Basically, backlinks are links within a piece of content that sends a reader to another website when they click on written text.
For example, if you were writing a blog article about “How to Make Cold Brew Coffee”, you might want to talk about the best brand of coffee for the brew. Including a link to the coffee vendor’s website is an effective way to provide your readers with even more information or resources.
After you hit publish and the blog post is live, the business you linked has now earned a backlink from you. This makes search engines give their website a vote of confidence – so to speak.
When this happens, Google begins to recognize the linked website or article as providing valuable information. Backlinks are like your digital reputation or credibility in the eyes of Google. So when more websites link to your own, search engines see that you’re providing value to users online, and thus, raises your ranking in its index.
Which, in turn, leads to more organic traffic!
Simple enough, right? Well, “how do you actually create backlinks?” you might ask.
1. Create Exemplary Content
Quality content is first and foremost the secret ingredient to successful SEO marketing.
The returns from high-quality written content for your SEO game are two-fold. First, well-researched, properly formatted, and grammatically sound content written by professionals will signal to Google that you produce quality information on your industry. Copywriters and content marketers know how to not only capture your brand’s voice and speak in the direction of your audience, but they know how to incorporate keywords into their work. That means when someone searches Google with certain words or asks a question, your website will come up – ready to solve their problem or steer them in the right direction.
All of this already gives you a massive boost to your SEO standing.
But as an added bonus, the better your content is, the more likely it is that other websites in your industry will link back to your articles. So you’ll earn Google’s stamp of approval for producing good content and when others in your industry recognize your thoughtful work.
Skyscraper Content (Or How To Rise Above The Rest)
Skyscraper content is a type of content that rises above every other existing piece of content on the same subject. While challenging and time-consuming, (skyscraper articles should be 1,500+ words, ideally, even more!) investing your energy into creating long-form skyscraper content could give you an edge.
Similar to pillar content, you can use skyscraper content as an opportunity to create in-depth educational guides and online courses. Or you can focus on a single question being asked by your audience and answer it extensively.
Another way content creation can create backlinks is through guest blogging. Reach out to other professionals or publications that are in your industry, and ask to write a blog for them in exchange for a backlink to your website. Doing this may even expand your network and make you new connections.
However, you’ll want to be sure your values align with the publication’s, and that you have some work to show as a reference.
Find Broken & Old Links, Then Pitch Your Content As Replacement!
Once you have quality content in your arsenal, try digging around online for a while, reading various articles about your industry. Sometimes, older backlinks can take readers to a website that was taken down after the article was originally published. That means the backlink is basically broken and isn’t providing value to the reader or the website that’s hosting it.
When this happens, reach out directly to the website owner and pitch your content as a replacement backlink. Finding broken links might take a while, but you might be surprised at how many you discover. And, reading those articles provides an opportunity to learn more about your industry.
Either way, finding broken backlinks is a surprisingly effective way to build up your backlink portfolio.
2. Collaborate & Connect With Your Industry and Network
Another way to build up backlinks besides just creating content is by connecting with others in your industry and network. What’s more, this gives you an opportunity to dive deeper into your industry and audience (and even create professional connections).
Get Listed On A Resources Page
One of the simpler ways of building up your backlinks is by having your content featured on a resources page. While exploring websites in your industry, look to see if they have a “master list” of website links to other domains.
Many websites put together a page for their readers where they can learn more about a specific topic. For example, food blogs may have links to websites with more recipes. So send a message to the admin with a link to your content!
Hop-On A Podcast
Found a podcast in your industry that you love? Reach out to the host and see if you can join them for an episode.
Joining a podcast allows you to dive right into the heart of the conversations taking place in your industry. You’ll hear perspectives from other professionals, engage directly with your audience, and have the opportunity to share your thoughts with the community.
Not only is this great publicity for both you and the podcast, but you’ll also have the chance to earn a quality backlink on their website as well.
Help Out A Journalist
Sometimes, journalists need to speak with experts in certain fields to interview credible sources. You can volunteer your time to answer questions about your industry to help a journalist complete their story. Just ask them to link to your website in the finished article!
This strategy can set you apart from competitors because a journalist has chosen you to act as a thought leader. When someone who has limited or no knowledge of your industry reads the journalist’s story, they’ll be sent right to your website.
Ask For Testimonials
After you’ve been working with a client for a while, ask them if they would like to exchange testimonials about each other’s services. For example, in exchange for your testimonial, you’ll display their testimonial on your website, and then backlink to them. Not only will this generate more backlinks, but it may also bring in more clients since you’re actively promoting each other’s work.
3. Be Wary Of Quality Backlinks vs Toxic Backlinks
While you might think more backlinks are better, the SEO benefits from backlinks come from the quality of backlinks, not the quantity.
Originally, Google’s algorithm looked at the number of backlinks more than the actual quality of the link. Naturally, buying and selling links was common practice to quickly accumulate links and rise to the top of Google.
Now, Google considers backlinks generated in this way as “toxic”, and they harm your SEO ranking instead of bolstering it.
But, this is just one example of a toxic backlink. Additionally, if websites with similar pages all link to your website with the same hyperlink or anchor text, search engines may register you as trying to build links quickly and maliciously like the tactic above.
Either way, when you have a toxic backlink, Google’s algorithm will automatically penalize your website. That harms your ranking on the index.
Before you work to remove any potentially toxic links, you’ll have to identify which links could be causing you trouble.
The Backlink Analytics tool from Semrush generates data about your backlink portfolio and can identify which links might be harmful. And thankfully, there are some ways in which you can remove a toxic backlink from your website.
For starters, you can reach out to the website’s host and ask them to remove the link to your content. If the link is actually coming from a quality domain but Google incorrectly categorized it, you can ask for a manual review of the link from Google themselves.
You can also use Google’s “Disavow” tool from their search console to remove toxic backlinks. WARNING: You’ll want to read up on how to properly use the tool to ensure you don’t harm your website’s search performance.
Partner With The Content Experts & Create Backlinks
Content really is king when it comes to SEO. But when you’re juggling business obligations and your personal life, there’s simply not enough time to create content yourself.
To grow your business, you need a team of copywriters who can support your content creation, make your brands stand out from the crowd, and help you bring in more leads. So, reach out to us at FocusCopy! We’d love to talk about your goals and how we can help you achieve them. Schedule a discovery call today.
Focus Your Copy On
Conversation & Conversion
Let’s Grab A Virtual Coffee With Us To Discover How To Boost Your Words
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.
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:
For your “Air Conditioning Maintenance” pillar blog post, you may want to cover:
Common problems resulting in AC failure
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.
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.
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.
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.
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.
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.
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:
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.
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.
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.
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 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.
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).
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.”
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.
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.
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.”
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.
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:
Exercise your content production muscle
Voice record your stream of thoughts
Break up your content production in smaller subtasks
Hire an editor
Schedule the content to auto-publish
Focus on the end goal
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
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:
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.
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 over8 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.
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 havingthe 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.
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:
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
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.
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!
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.
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.
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.
It’s time for a brand photoshoot! Photo content can give your audience greater insight into the personality of your company. Take photos to:
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.
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.
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.
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.
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.
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.
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.
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!
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.
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!
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.
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.
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.
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.
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.
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.
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