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Content Marketing

content marketing tools

7 Content Marketing Tools To Reach Your Ideal Audience

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

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

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

Tools We Use To Manage Our Content Marketing

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

PandaDoc Makes Tracking Proposals & Contracts A Breeze

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

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

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

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

HubSpot Keeps Client Management In One Place

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

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

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

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

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

ClickUp Helps Keep Tasks On Track

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

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

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

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

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

Google Workspace Elevates Collaboration

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

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

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

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

Google Drive 

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

Google Calendar

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

Google Meet

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

Google Chat

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

Google Docs

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

WordPress

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

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

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

Elementor 

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

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

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

Yoast SEO

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

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

Let FocusCopy Manage Your Content Marketing For Real Results

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

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

Focus Your Copy On Conversation & Conversion

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

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

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

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

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

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

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

10 Steps To Managing Your Content Calendar

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

1. Applications To Use For Improved Prep & Planning

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

ClickUp

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

Monday.com

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

Hive

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

2. Utilize App Features For Your Benefit

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

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

3. Organize The Old School Way

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

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

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

4. Map Out Your Content Ahead Of Time

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

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

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

5. Prioritize To Avoid Feeling Overwhelmed

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

6. Treat SEO As A Separate Task

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

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

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

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

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

8. Keep An Eye On The Workflow

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

9. Leave Room In Your Schedule When You Need It

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

But how’s that going for you so far?

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

10. Have Extra Content Ready To Go Just In Case

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

Talk To The Team At FocusCopy For Your Next Project

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

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

Focus Your Copy On Conversation & Conversion

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

How To Create Backlinks & Drive Valuable Traffic to Your Landing Page

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. 

Need a team of master writers to support you in all your SEO endeavors? Our copywriters are on standby. Sign up for a discovery call with us today

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. 

If creating a skyscraper piece sounds a bit intimidating, you can always create a smaller version first. Then over time, add more to the piece. Plus, constantly refreshing your content can also improve SEO

Guest Blogs: Share Your Perspective & Insight! 

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. 

Want to guarantee that all your backlinks are high-quality? First, you’ll need content written by the expert writers at FocusCopy! Contact us to learn more about how we can help your business grow

How To Remove Toxic Backlinks 

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
pillar blog post

Create A Pillar Blog Post That Sells

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

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

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

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

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

What Is A Pillar Blog Post?

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

How To Write A Pillar Blog Post That Sells

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

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

Collect Your Keywords

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

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

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

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

Define Your Topic Clusters

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

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

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

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

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

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

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

Don’t Forget The Hyperlinks

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

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

Is A Pillar Page A Blog Post?

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

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

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

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

Can I Use My Page As A Blog Post?

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

How Long Is Too Long For A Pillar Blog Post?

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

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

Perfecting Pillar Blog Posts For Clients In All Industries

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

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

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

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

Focus Your Copy On Conversation & Conversion

Let’s Grab A Virtual Coffee With Us To Discover How To Boost Your Words
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
Ease Anxiety During Content Production

7 Strategies to Ease Anxiety During Content Production

Putting your name out there can be scary. 

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

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

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

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

Why Content Production Can Increase Anxiety

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

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

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

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

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

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

7 Ways to Ease Anxiety During Content Production

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

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

1. Exercise Your Content Production Muscle

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

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

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

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

2. If You Can’t Type It, Talk It

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

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

3. Break Up Your Content Into Subtasks

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

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

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

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

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

4. Hire an Editor

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

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

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

5. Schedule The Content to Auto-Publish

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

6. Focus On The End Goal

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

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

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

7. Celebrate Your Wins

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

Ease Your Content Production Anxiety About Outsourcing

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

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

Different Types of Top of Funnel Content

29 Different Types of Top of Funnel Content To Offer

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

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

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

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

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

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

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

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

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

Top of Funnel (TOFU)

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

They must become aware that you exist. 

You want them to engage with your content. 

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

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

Middle of Funnel (MOFU)

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

Bottom of Funnel (BOFU)

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

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

The Purpose of Top of Funnel Content

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

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

Different Types of Top of Funnel Content To Offer

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

Blog Content

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

1. Company News

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

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

2. Product Announcements

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

  • Software announcements
  • New updates
  • Added service offerings

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

3. Cornerstone Blogs

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

A great cornerstone blog will be:

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

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

4. Comparisons

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

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

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

This is extremely common for software. 

5. How-Tos

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

6. Quiz or Survey

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

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

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

7. Q&As

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

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

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

8. Wikis

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

Audio Content

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

9. Podcasts

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

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

Email Content

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

10. Email Newsletters

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

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

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

Images

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

11. Photos

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

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

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

12. Quotes

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

13. Infographics 

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

Learning Content

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

14. Video Series 

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

15. Webinars

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

Video Content

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

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

16. Short Video (< 10 minutes)

In 10 minutes or less, you can: 

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

17. Long Video (> 10 minutes)

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

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

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

18. Interviews

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

Outside Content

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

19. Magazine Articles

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

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

20. Press Releases

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

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

21. Q&A Forums

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

Social Media 

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

22. Social Media Posts

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

23. Facebook Group

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

24. Facebook or Instagram Live

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

24. IGTV (< 5 minutes)

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

26. Social Media Advertising 

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

Website Content

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

27. Calculators

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

(HAR.com)

28. Product / Service Pages 

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

29. Microsites

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

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

(TuslaSaysYes.com)

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

(AustinSaysNo.com)

The results… Elon Musk himself said this:

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

What Types of Content Are You Working On?

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

Focus Your Copy On Conversation & Conversion

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

12 SEO Copywriting Tips You Can Implement Without An SEO Specialist

Right now, your company needs to invest in SEO – especially if you’re struggling.

SEO stands for search engine optimization. And SEO is what improves your ability to grow your traffic organically (free traffic). After you have your traffic on your website, then it’s only a matter of converting that traffic into customers. 

You don’t need to be an expert to start making improvements! In this blog, I’ll go over 12 tips for great SEO copywriting that you can implement without an SEO specialist.

What is SEO Copywriting?

SEO copywriting is a style of writing that prioritizes humans, while still keeping SEO in mind. SEO copywriting seeks to achieve the perfect balance between writing for visibility and writing to create genuine engagement with your audience.

SEO Copywriting vs. SEO

Why does SEO Copywriting beat out SEO when it comes to writing strategically online? 

When writing purely for SEO, you will sound mechanical. It sends a message that you’re writing for an algorithm that places your copy higher in the search list rather than engaging with and selling to your audience. 

Remember, Google doesn’t pay you – humans do!

Why SEO Copywriting Needs to be a Bigger Priority

So, if humans are the priority, why do we need SEO at all? 

The truth is, well written content still needs to be found by search engines. And in order for that to happen, SEO should still be kept in mind while writing. Striking a balance through SEO copywriting will ensure that your content is valuable for your audience and easy to find. 

Before we get into tips for SEO copywriting, let’s go over a few SEO strategies to keep in mind.

Types of SEO Strategies

SEO copywriting usually refers to on-page SEO; however, it would be remiss if I didn’t talk about the different types of SEO strategies that companies need to pay attention to.

On-Page SEO

On-Page SEO refers to the things that you include on a web page to drive organic traffic and increase visibility. This helps your audience find you more quickly through a Google search.

Strategic on-page SEO can help your web page rank high on a search engine results page (SERP). And there are two philosophies for getting there:

  • Black hat – stuffing keywords in a nonsensical way into your content just to rank. Avoid this like the plague
  • White hat – including a typical amount of keywords into your content, but not overdoing it.

As the names suggest, white hat is the ethical approach to on-page SEO. Black hat methods might help your page get a higher SERP ranking, but your audience won’t stay on your page long if your content is nonsensical keyword soup.  

On-page SEO requires extra copy development time to achieve and maintain consistency. If you’re starting from scratch, expect 3-6 month time lag before you see results. The best way to get started is to write content – like blogs – on a regular schedule (weekly or bimonthly). 

Technical SEO

Technical SEO refers to your website’s backend settings that make it function optimally for the user. This ties into the overall experience that your audience has when interacting with your content. You are trying to make it easy for your audience to navigate your website

If you ever clicked on a link because the headline seemed spot-on for what you were searching for, but then the website…

  • Took forever to load
  • Wasn’t optimized for mobile viewing
  • Was difficult to navigate
  • Seemed like spam because of the URL

… You probably left within seconds. The average user’s attention span is under 5 seconds per click (unless they find what they are looking for).

Even if the headline of a web page is a perfect match for your search, you’ll only stay if the website looks safe, easy, and organized.

Off-Page SEO

Off-page SEO refers to the things you do outside of your website to draw attention to it. It helps your audience decide if they can trust your website and determine if it is an authority among its competitors.

Think about how you approach hiring talent for your company. Many people might apply for the position with the skills you’re looking for. But an applicant with several beaming references and a successful work history will stand out the most, and you’d be more likely to trust them than Joe Schmoe. 

Similarly, off-page SEO is like having “references” for your company’s website that helps build trust online.

12 Tips for Great SEO Copywriting That You Can Implement Without An SEO Specialist

Now that you have several SEO strategies you can implement without an SEO specialist, let’s talk about how to combine them with copywriting for an optimized SEO copywriting approach.

1. Genuinely Communicate With Your Audience

Prioritize a strong connection with your audience by writing genuinely – not robotic. Not only will authentic communication provide better value for them, but it can be beneficial for your company’s SERP ranking too…  

“When you’re writing for humans, search rankings will rise because bounce rates will be lower and time-on-site will be higher. It’s all about the user experience.”

Dan Moyle, Impulse Creative

It’s a win-win. Search engines use metrics like bounce rate and the time spent on a given page in their algorithm to rank your website. 

2. Don’t Be Spammy

If it sounds like spam, it probably is. Avoid writing content that looks like spam. If your content looks like spam, people will be less likely to stay on your site. Avoid using…

  • Black hat SEO approaches. Don’t stuff your content with keywords. Your audience can spot unethical approaches from a mile away (even if they don’t know what they are looking at), and this will reflect negatively on your brand.
  • Stock images in your blog posts. Instead, opt for images that are uniquely yours (e.g. photos of yourself, your products, or services). You can even include your own screenshots for how-to’s. Schedule a brand photoshoot to create your own photos.

Above all, if the copy sounds or looks spammy, change it.

3. Use Practical URLs

Another way to avoid having your content mistaken for spam is to use practical URLs. Best search results have URLs between 50-60 characters long and a top-level domain (TLD) of ‘.com’. Bypass gibberish symbols and letters; they can imply there is something shady or you are trying to hide something. 

Instead, include logical, intuitive URLs that are associated with the content of your webpage. Not only will this help your website look more legitimate, but it will also portray your company as being logical and organized.

For example, the slug – the phrase that follows the domain in the URL – for this page is https://focuscopy.com/seo-copywriting-tips. You can expect to learn SEO copywriting tips in this blog. But if the slug was https://focuscopy.com/6&sct12, you would have no clue what to expect. It may be exactly the same as the first page, but it may also be a scam – you can’t tell.

4. Have an SSL Certificate

While we’re on the topic of URLs, another great SEO copywriting tip is to have an SSL certificate. 

Users will see “https://” in the URL, which lets them know your website is safe with:

  • Secured user data
  • Ownership verification
  • Website authenticity

Plus, it might hurt your SERP ranking if you don’t have an SSL certificate. Google is about to stop ranking non-SSL sites and may flag them as “Not Secure”.

5. Cover Topics Comprehensively

Another way to practice effective SEO copywriting is by covering topics comprehensively. It increases the quality value that your audience receives from your content, helping you stand out among the competition.

Try using content splintering to be more comprehensive in your writing. When you’re more comprehensive about a specific subset of a topic, you will be more targeted and have more opportunities to crosslink to other blogs or pages. 

Don’t worry – you won’t have to post everything back-to-back. In WordPress, use categories and tags to cross-link related content. This will logically organize your content together, even if they aren’t published one after another. 

6. Use Keywords that Resonate With Your Audience

Ideally, you should use keywords that are broad enough to reach your target audience and specific enough to stand out from the crowd. Above all, make sure your keywords resonate with your audience.

For example, suppose you’re a CPA based in Boise, Idaho who wants to start marketing your services as tax season rolls around. Here are two keyword approaches you could take:

  • SEO: “tax CPA boise idaho”
  • SEO Copywriting:  “tax and accounting help in boise”  

SEO alone includes long-tail keywords with the goal of ranking top of an SERP.

On the other hand, the SEO copywriting approach includes keywords that your target audience would actually use in a search. You’ll maximize visibility while centering your audience.

7. Incorporate Relevant Headers

Relevant headers are a staple of SEO copywriting. They make your page easier for your audience to read and enable search engines to readily parse (understand) what your page is about. Make sure your headers are relevant by…

  • Incorporating keywords or keyword synonyms
  • Including calls to action
  • Making them readable 

8. Optimize Your Website for Mobile Viewing

Today, many people access web content through their smartphones. Ensure their mobile experience is as effortless as possible by making your site mobile friendly. You don’t want your audience to lose patience trying to find what they need. 

Optimize your website for mobile viewing by… 

  • Resizing text and images
  • Restructuring page formats
  • Creating an easy-to-use navigation bar

9. Make Your Content Easy to Share

Make your content easily shareable to social media platforms with a customized preview image, SEO title, slug, and meta description. This is what it looks like when you use the Yoast SEO plugin. 

For example, here’s what it looks like when someone shares a FocusCopy blog on their Facebook page.

10. Establish Backlink Equity 

Backlink equity is an SEO Copywriting approach that leverages off-page SEO. It helps your site establish trust and authority online. Build a variety of backlinks. Examples of potential backlink opportunities include:

  • Articles on Medium
  • Interviews on Voyage or a local news channel
  • Publications on reputable .gov, .edu, or .org website 
  • Press releases

11. Build a Backlink Network 

Don’t stress out if you can’t get published on a large, reputable site. Try creating partnerships with other companies and build pages or posts to refer traffic to them. It’s all about building a backlink network.

Since COVID-19 has been difficult for many of our friends and clients, we wrote several blog posts to create backlinks to their websites. Check those posts out here:

12. Cross Link Your Posts or Pages

Linking isn’t just an off-page SEO strategy. It’s also fantastic for on-page SEO copywriting too. Here’s how cross-linking works…

Imagine you have a huge mansion with many bedrooms, ballrooms, and more. But you walk in and realize there are no doors. You can’t explore the other rooms. So you turn around and walk right out – there is nowhere for you to go! The mansion is useless.

But you’re a smart person and put doors between each room. So your guests can come into your fancy mansion, go from one from one room to another, and get lost in the beauty and splendor of your palace. 

The same is true of your website. Google and your audience needs to be captivated and get lost in the different sections of your site. Cross link your pages or posts so they can move around and even go back to places they’ve already been.


So there you have it – 12 great tips for SEO copywriting that you can implement without an SEO specialist. However, we understand that writing isn’t for everyone. If you’d rather hire an expert to do your content writing for you, reach out to our FocusCopy team


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.