The Google Update is cutting down 40% of search results!

Google released a core search engine update in March 2024 and part of that update is to focus on a high-quality content. They predict that they will reduce search results of a low quality by up to 40% with this new algorithm update. Now you can join the dots here to see what kind of low-quality content they mean. Without saying it, it’s implied that AI-generated bland unhelpful content will be the first to go. So if your website is predominantly low quality content that doesn’t actually answer searchers’ questions or provide meaningful information using Google’s EEAT formula, then your SEO efforts will be a waste of time, and you won’t rank. ‘We’ve long had a policy against using automation to generate low-quality or unoriginal content at scale with the goal of manipulating search rankings. This policy was originally designed to address instances of content being generated at scale where it was clear that automation was involved. This is what Google said about automated content: … To better address these techniques, we’re strengthening our policy to focus on this abusive behavior — producing content at scale to boost search ranking — whether automation, humans or a combination are involved. This will allow us to take action on more types of content with little to no value created at scale, like pages that pretend to have answers to popular searches but fail to deliver helpful content.’ It’s not just your own content that will be reviewed and scrutinised but if you host third party guest posts or similar, that will also be taken into account. And you can’t afford to have even one poor piece of content on your site. You have until 5 May 2024 to change this. Take this opportunity to do a content audit of your site. ‘We’ll now consider very low-value, third-party content produced primarily for ranking purposes and without close oversight of a website owner to be spam,’ Google stated. As I repeat multiple times, the only way you can win with content when it comes to improving your Google ranking is by writing extremely well-written and high-quality content. Important to note: Google says ‘Expired domains that are purchased and repurposed with the intention of boosting the search ranking of low-quality content are now considered spam.’ Here are some helpful articles for improving your content: Does AI hurt your website? What is semantic search? How to write a blog post? Do your own website audit Get professional SEO content

SEO Services and Content Strategy | Case Study

SEO services case study for Adelaide client Overview Jones the Writer Copywriting Services (Ode Marketing’s former name) collaborated with an acoustics engineering firm to enhance their online presence and engagement through SEO services. The partnership aimed to address specific challenges related to visibility, client education, and time-sensitive communication. The client Resonate Consultants is an Australian firm specialising in acoustic engineering and vibration consulting services. This multi-award-winning company has offices across Australia and services a number of clients across multiple industries including building and construction, Defence, education, environment and marine, renewables, laboratories, transport and infrastructure and the arts. Objective The primary goals were to: With the overarching objective to establish credibility among potential clients, clarify the offered solutions, and educate the audience about the benefits of engaging the services early in a project. Challenges Strategies implemented I began working with this client in early 2021, where I devised an in-depth content strategy and audit, tone of voice guide and email marketing strategy. The marketing implementations included: Content example Results It also helped that the CEO knew the value of content marketing and SEO and backed the process and my proposals fully. Impact 31 out of 45 goal conversions during one quarter were directly attributed to organic Google searches. This meant that their SEO was working tremendously to bring in new clients who happened to search for any of their SEO keywords and click on their site. Once on their site, they demonstrated contact by phoning or emailing for an enquiry. That’s nearly a 70% rate of contact from organic Google searches. A remarkable 17.78% increase in goal conversions. Resonate Consultants experienced a notable surge in goal conversions, showcasing an impressive growth rate of 17.78% during the April to June 2023 period. The surge in goal conversions underscores the successful engagement and positive response from their target audience during this timeframe. Most quarters in the recent past have witnessed a consistent upward trajectory in goal conversions on Resonate Consultants’ website. This sustained pattern underscores the consistency of the approach, reflecting not only a one-time success but an ongoing commitment to meeting and exceeding their performance targets through SEO and content efforts. With my help and marketing services, the client successfully transformed their online presence, achieving substantial increases in visibility, engagement, and competitive performance. The implemented strategies addressed the challenges of client education, time pressures, and the need for a reliable online presence. The collaboration demonstrated the effectiveness of a holistic content approach in achieving tangible business results which will make a difference in the business’ bottom line for years to come.

How to Reverse Engineer Your Competitors’ Content Marketing

Reverse engineering your competitor’s content marketing strategy can be a valuable way to identify potential opportunities and inform your content marketing efforts. With ‘82% of marketers are actively investing in content marketing‘, you’re almost assured that your competitors are putting in the effort where you might not be. Yet! That also means there is plenty of scope for you to take what they’re doing the best and learn from it. And cheekily improve your own marketing. Here are some steps you can follow to reverse engineer your competitor’s content marketing strategy: It’s important to keep in mind that reverse engineering your competitor’s content marketing strategy is just one piece of the puzzle. You should also consider your own unique strengths and value proposition when developing your content marketing strategy. And the aim is never to completely copy what your competitors are doing. The objective is to assess what they are doing and then apply what will work for your company with the intention to improve and build on it so that you stand out from the crowd.  You might like to try out a handy tool (that I recommend and use) to eliminate some of the grunt work: Semrush tool (head to the comparative analysis part) – Get a 14-day FREE trial. What things should you compare: Take note of the following: Choose one post from each competitor (the best one) and analyse it. There’s a complete module on doing this within my Blank to Brilliant online course.  How to identify your competitors Identifying your competitors is an essential first step in understanding the competitive landscape of your industry. Here are some ways you can identify your competitors: It’s important to keep in mind that your competitors may change over time, so I suggest regularly reviewing and updating your list of competitors. Yearly is a suitable timeframe.  What is Buzzsumo, and how can you use it? BuzzSumo is a tool that helps users analyse and understand the content that is most popular on social media. It allows users to search for specific topics or domains and see which pieces of content have received the most social media shares. There are several ways you can use BuzzSumo: How does SEMrush help with competitors’ content? SEMrush is a tool that helps users understand and improve their search engine optimisation (SEO) and pay-per-click (PPC) advertising efforts. It can also be used to analyse and understand your competitors’ content marketing efforts. Here are some ways you can use SEMrush to analyse your competitor’s content: It’s important to keep in mind that while SEMrush and BuzzSumo are super useful tools for understanding your competitor’s content marketing happenings, they shouldn’t be the only sources of information you rely on. It’s also important to consider your own unique value proposition and target audience when developing your content marketing strategy. Once you’ve worked out what works for your competitors, it’s time to get started with your own content planning.  Here are three tips to keep in mind:

You Don’t Have to be an SEO Expert to Create Trust | EAT formula

What is EAT in SEO? E-A-T stands for expertise, authoritativeness, and trustworthiness. These are key factors that Google’s algorithms consider when ranking websites in search results. Google wants to provide its users with the most relevant and trustworthy results, so it looks for websites that have credibility and are written by experts on the topic. So the handy acronym, EAT, is paramount to keep at the forefront of your mind when creating content for your website if you want it to rank well. Now, EAT are not direct ranking factors (such as page speed, keywords etc). Still, they are taken into account when Google “looks” at websites overall and are laid out in Google’s Quality Rater Guidelines. The Google Quality Rater Guidelines are a set of guidelines used by human evaluators, known as “raters,” to assess the quality of search results returned by the Google algorithm. These guidelines provide information on what constitutes high-quality content, how to evaluate the credibility of sources, and how to determine the relevance of a result to a user’s query. The guidelines are used to help ensure that the search results provided by Google are of the highest quality and relevance to users. Expertise refers to the knowledge and skill of the content creators on a particular subject. This can be demonstrated through credentials, education, and experience. Authoritativeness refers to the website’s reputation and influence on the topic it covers. A website widely recognised as a leading source of information on a particular topic is considered more authoritative than a website with less recognition. Trustworthiness refers to the website’s reliability and honesty. This can be demonstrated through transparent business practices, accurate and verifiable information, and security measures to protect users’ privacy. I will say that, in general, it’s important for a website to have high levels of E-A-T in order to rank well in search results and be considered a reliable source of information by Google. But there’s now more to EAT – an extra E In December 2022, there was a google update of guidelines that included an additional part to the acronym: an extra E. Making the full acronym E-E-A-T. This extra E stands for “experience”. Google states the following: ‘Experience: Consider the extent to which the content creator has the necessary first-hand or life experience for the topic. Many types of pages are trustworthy and achieve their purpose well when created by people with a wealth of personal experience. For example, which would you trust: a product review from someone who has personally used the product or a “review” by someone who has not?’ What is trustworthiness in SEO? In the context of search engine optimisation (SEO), trustworthiness refers to the credibility and reliability of a website. Trustworthiness is an important factor that search engines consider when ranking websites in their search results, as it helps to ensure that users are presented with high-quality and reliable sources of information. There are several ways a website can demonstrate trustworthiness to search engines, including having a clean and secure website, having a professional design, having a clear and easily navigable structure, and having high-quality and informative content. Additionally, having a good track record and positive reputation can also help to increase a website’s trustworthiness. How can you achieve trustworthiness for SEO? There are several ways that you can work to increase the trustworthiness of your website for SEO purposes: When creating their SEO content strategy, I always encourage clients to start with decent cornerstone content (before they start blogging about the “fun” stuff) that highlights their proficiency in their field, no matter the industry. Cornerstone content is a term used to describe the most critical and comprehensive content on a website. It is called “cornerstone” content because it serves as the foundation of a website and provides a structure for the rest of the content on the site. Cornerstone content is typically in-depth, well-researched, and evergreen (meaning it will remain relevant for a long time). It is often the website’s main attraction and is designed to be the go-to resource for a particular topic. Examples of cornerstone content might include a detailed guide, an informative video, or a comprehensive review. As an example, some cornerstone content for a copywriter might be an in-depth post about the history of copywriting. This is what Google says about trust: Consider the extent to which the page is accurate, honest, safe, and reliable. The type and amount of trust needed depends on the page, for example: Online stores need secure online payment systems and reliable customer service. Product reviews should be honest and written to help others make informed purchasing decisions (rather than solely to sell the product). Informational pages on clear YMYL topics must be accurate to prevent harm to people and society. Social media posts on non-YMYL topics may not need a high level of trust, such as when the purpose of the post is to entertain its audience and the content of the post does not risk causing harm.’ How can you be an expert in your field for SEO? To be seen as an expert in your field for SEO purposes, you can follow these tips: Essentially, your whole website should be obviously set up to immediately announce what you do and what industry you are in. If you look at my website, my home, about and copywriting services pages, all clearly state my areas of expertise and experience and are optimised for specific industry-related SEO keywords. Then my blog post content solidifies these claims and points towards what I offer professionally. You could still start a blog and rank well without having to work or be an expert in your field, but it’s going to be easier, following the EEAT formula, if you demonstrate your expertise on your website towards your chosen blog topics. For example, if you’re a travel blogger, be sure to include on your home and about pages why you are best placed to talk about the things you will blog about. The same goes if you

You Should Be Blogging – Here’s Why

There are so many reasons that you should be blogging. Whether it’s for your business, marketing department or just as a hobby the benefits are undeniable. Take a look at my video where I break down exactly why you should be blogging. And don’t forget that I offer an in-depth online blogging course for those keen to write professional-level blog posts.

The How-To of the How-To SEO Content Article

When it comes to writing a helpful SEO content article, there are many factors to consider.  What type of blog post will help you reach your target audience?  Firstly, to create a blog post that hits the mark, you need to ask yourself: what are your business or marketing goals? Are you looking to generate leads, increase brand awareness, or drive traffic to your website?  The answer to these questions will help you determine the type of blog post that will be most effective in helping you reach your desired outcome.  Here are a few different types of blog posts that can help you achieve business and marketing goals: How-to posts These types of posts provide readers with step-by-step instructions on how to do something related to your industry. They are typically informative and helpful and can be a great way to generate leads. Product reviews Writing product reviews can be a great strategy if you’re looking to increase brand awareness or drive traffic to your website. Be sure to include links to the products you’re reviewing so readers can easily purchase them. Case studies Writing case studies can be beneficial if you want to show potential customers that your product or service is effective. Sharing stories of how your product or service has helped solve a problem for a customer is a great way to build trust and credibility. Lists/listicles  People love lists! Whether it’s a list of tips, resources, or even just fun facts, these types of posts are easy to read and provide value to the reader. If you want to increase website traffic, consider including listicles in your content strategy. You know the ones, they’re the ones that are often titled ‘6 ways to become better at your job’ etc. Fun fact: listicles are said to have been around since 1000CE in Japan.  Newsjacking This term refers to the act of writing about current events or hot topics in your industry to generate traffic and increase brand awareness. Suppose you can provide insightful commentary on a timely topic. In that case, you’ll be more likely to capture the attention of readers and media outlets. How-to articles are the most popular blogging format. Orbit Media reports that ‘76% of bloggers are publishing “how-to” articles. Lists (54%), long-form guides and ebooks (45%), and news and trends (41%) are also popular blogging formats. Stats further show that roundups, gated content, interviews, infographics, and lists are most likely to deliver strong results.’ It’s important to know that lots of readers are on the lookout for instruction via blogs, even in the day of Youtube video saturation. ‘33% of people would read a blog that teaches them how to do something new.’ How to write a how-to SEO content article If you want to improve your business or marketing goals, one type of blog post you can write is a how-to article. This type of article provides readers with steps they can follow to complete a task. When writing a how-to article, make sure to: How to choose a how-to topic If you want to improve your business or marketing goals, writing a how-to blog post is a great way to do it. But how do you choose a topic?  Here are four tips: First, consider what your audience wants to know. What questions do they have that you can answer?  Second, make sure the topic is something you’re knowledgeable and passionate about. You’ll be able to write more convincingly if you believe in what you’re saying.  Third, choose a topic that’s specific enough to be exciting but not so specific that there’s no room for discussion.  Finally, don’t be afraid to experiment. Try different topics and see what works best. How to provide clear and concise instructions in a how-to article When writing a how-to article, the goal is to be clear and concise. No one wants to read a long, drawn-out explanation of how to do something. They just want to know how to do it! So, keep that in mind when you’re writing your next how-to article.  Here are some tips:  When writing the steps, ensure that you write in the correct order with enough detail before your reader moves on to the next step because ‘When reading and following instructions, a person will act in the same sequence in which action items are presented in the text. Writing instructions according to the sequence of actions the reader needs to take may lead to better results. For example, “do A before doing B’ is a superior form of wording instructions than stating, “before doing A, do B,”…’ Keeping the objective front of mind is the most essential thing that will help inform your article through the planning, drafting and finalising stages. What do you want your readers to take away from your SEO content article?  Helpful exercise Write it down as a clear mission statement at the top of your page, or stick it near your computer.  ‘By the end of the article, the reader will…’ and fill in the blanks. For example, ‘By the end of the article, the reader will be able to build their own chicken coop.’ If you start with this objective, you can work backwards and write up the steps. Want super clear how-to SEO content articles written for your business? Step one: email me.

Please Tell Me You’re Content Planning

Content planning is the process of organising, scheduling, and creating content for a specific purpose or audience. It involves identifying the target audience, setting goals and objectives, researching and brainstorming ideas, creating a content calendar, and measuring the success of the content. It is an important part of any content marketing strategy, as it helps ensure that the content created is relevant, useful, and aligned with overall business goals. Why do small businesses need content planning? Small businesses need content planning for several reasons: Honestly, content planning is a critical aspect of any small business’ marketing strategy, helping to increase visibility, reach new customers, and establish the business as an authority in its field. Why do larger organisations need content planning? Larger organisations need content planning for similar reasons as small businesses but on a larger scale. Here are a few key reasons: Content planning is crucial for larger organisations to ensure the alignment of their content efforts to their overall business goals, efficiently manage the production process and optimise the use of resources, measure the success of their content marketing efforts and to stay competitive. ‘78% of those who believe their content marketing was very successful in 2021 had a documented content marketing strategy,’ states SEMrush’s content marketing report. With most marketers finding that their content planning tactics that provided the most success were improving the quality of their content and improving the SEO.   How content planning can enhance your branding Content planning can enhance branding in several ways: It’s really an important aspect of branding, as it helps companies to effectively communicate their message, build trust and credibility with their audience, and establish themselves as leaders in their industry. I always encourage my clients to undertake rigorous content planning, particularly at the start of the year.  How can content planning be more cost-effective for your business? Content planning can be more cost effective for a business in several ways: How does content planning advance SEO? Content planning can improve SEO in several ways: Overall, a well-executed content plan can help a business to create high-quality, relevant, and keyword-optimised content that can improve its website’s visibility and search engine rankings. How can you start content planning? Starting content planning involves several steps: It’s important to note that content planning is an ongoing process, and it needs to be reviewed and adjusted regularly to ensure that it’s aligned with the business goals and audience needs.  Here’s what I do: I base all my marketing around my blog content (with the objective of selling my marketing and copywriting services, blogging course and books – so everything needs to point back to them). I choose to blog because that’s my love, I know it’s effective for me (especially in terms of SEO), and it plays to my strengths.  Then, I base all my other marketing around that. My social media, email marketing and paid ads generally feed back to my blog posts (or my website, depending on what I’m promoting).  My blog content is primarily based on SEO keywords (I do a mixture of blogging, copywriting, digital marketing keywords and occasionally words related to my books). But I also focus my content on answering questions that my community or potential clients may have. Or that will help them achieve their marketing, blogging or writing goals.  I actually do my content plan every quarter, as well as an annual strategy. Do I always stick to it? No! Because client work always takes priority, so I plan as if I am able to dedicate consistent time to my content marketing and then just end up doing what I can.  Even though my SEO is pretty consistent for me at the moment, I figure that I can never have enough blog content, so I will often focus my efforts on building more and more. I encourage others to do the same, especially if you are interested in building on your SEO.

Turn Your Content into More Content – 20 content ideas

Here’s how to turn your existing content into even more content (skip to the bottom for the content ideas) Every business owner and marketing manager knows that you need to have much content on your site. And HubSpot recommends that if you want to maximise your organic traffic (people that find your website naturally by Google searching what they are after) should publish between three and five posts per week! With the right amount of content, people will be able to find what they are looking for while browsing through your site, helping them with their decision to purchase from you (and also making it easier for Google and other search engines to find what they’re looking for). However, there’s one drawback: time. As a business owner or marketer, you may not always have time to create new content, especially if you’ve already got plenty of orders/customers/projects going at the same time. Luckily, there’s an easy solution: turning existing content into more content. What do I mean by “turning existing content into more content?” This means taking the existing text, blog articles, information or visual media on your site and changing it around to create something new. For example, if you’ve already got a sales page for one of your products, why not turn that page into a blog post? You could also take some of those paragraphs and change them together to create an ebook download, an effective lead magnet.  What benefits do I get from turning my content into more content? By turning existing content into more content, you will: Increase the number of pages on your site; thus improving Google’s search results for any keywords related to your business (and increasing the number of people who find you online) Increase your number of backlinks, which helps with SEO and builds domain authority and online credibility. Gain a better understanding of how you can improve your current website content to make it more appealing to potential customers/clients, thus allowing you to increase conversions and boost your bottom line. Get more email subscribers and leads by turning existing content into lead magnets. Saves you time on having to research from scratch and guessing which content will be more popular with your target audience. What kind of content could I turn into more content? Anything! Seriously— there’s no limit on the type of content that you can turn into more content. The only limiting factor is your creativity and time. You could take existing blog posts written a while ago and add some new paragraphs for publishing on social media sites such as Facebook/Twitter/Pinterest or even create an ebook out of several blog posts. This is a great way to use the content you already have with little work, and it’s also a great way to build links from other sites back to your own. Read below for more ideas. How can I turn my existing website content into more content? With these steps: 1) Start by copying and pasting the text from your site into a document on your computer. Make sure that this document has enough room between paragraphs for adding some new ones; usually, 2-3 spaces work well. You may even want to make a few headings or bullet points if you think they will help when creating the new content. 2) Determine what type of “more content” you would like to create. Do not forget your end content goals and content writing strategy (to get more new customers, help inform current customers, relieve staff time, etc.) 3) After figuring out what type of more content you’d like to create, start adding new content around your old text. Add in some headings (either bullet points or whole paragraphs), indent some paragraphs, whatever works best for your latest creation. You may also want to move things around so that the most important sentences are at the beginning of each section; this is especially true if you plan on creating something like an ebook where some parts will be read before others. 4) Do a thorough audit of any existing content and determine what works well, what is getting reads, where your readership is hailing from and whether the content converts to contact or sales. You can find all this out with the help of Google Analytics. 5) Do a survey, questionnaire or have a conversation with your current and potential clients or customers to find out what their questions, pain points and needs are so that you can expand your content to address these areas. Can’t think of what type of new content you can create? Here are a bunch of ideas.  20 ways you can repurpose and create more content: Gather up your content articles, expand them, and include more facts, statistics, and case studies to create an ebook.  Repurpose your content into social media posts. Take select paragraphs and paste them directly into social media updates or turn them into graphics. Take the most important facts, quotes and statistics from your articles and create an infographic with them. Turn your blog posts into SlideShare presentations. Gather pull quotes from your content articles and design them into quote graphics in Canva or PicMonkey and use them in your social media marketing. Take any existing video content and transcribe and edit it into a brilliant content article or blog post. Or vice versa! YouTube videos, when embedded into your website, can help with SEO. Turn your existing content articles into a video series. Or an online course. You can either turn it into a full-scale course that you can charge for or mini-courses that will help collect leads for your email marketing lists.  Create a new content hub with the best of these pieces, and use it as a reference point for all future readers who want to know more about this topic. Turn your existing blog posts into podcast episodes or vice versa.  Go back to the last grant or project application you wrote. Where can you take

How to Get Your Staff to Contribute to Content Marketing

Getting your staff on board with your content curation and marketing efforts can be a daunting task. Many business owners get so wrapped up in “we need to start a blog” that they forget that it takes more than just a few social media postings and a dream to make their content campaigns successful. And I see it time and time again: leaders trying to eke out content from their staff who are reluctant because they are too busy, resistant or don’t realise how much they know and how much of what they know is beneficial. Everyone knows content curation is good for content marketing. However, finding content ideas can be a struggle. That’s where your staff comes in. Whether you’re looking to write content in-house or want someone to manage your content, you need the buy-in from everyone to ensure that content really reflects the absolute best of the business. And no one knows the industry inside and out like your staff do. Furthermore, they often know how customers and clients think better than top-level executives. And your staff are so busy working on their core roles that contributing to content could be an extra burden for them even if they get taught the brilliant benefits of content for the organisation. In this article, when I talk about content, I’m explicitly talking about content articles/blog posts. But this information can be applied across all your content marketing. Set a goal  Both you and your team members should know how, when, where, and why you’re going to promote your work online in advance. Without goals, both short-term and long-term, it’s difficult for employees, foundational partners or board members to understand what you want from them when it comes time to add content curation into your daily routine. An extra tip is to plan so far in advance that you can give staff plenty of warning when you might expect something from them, which alleviates the pressure and burden. Build a content calendar Your content calendars should act as guides that list everything you’re planning to post online and what content needs to be created. Rather than just telling your staff when they can post content, it’s essential to tell them what’s coming up to know what types of content or products they’ll need to market beforehand. Communicate with partners and team members  Communication is vital for getting everyone on board with content curation. Without open communication, people will feel like they don’t understand where their role fits into the process. Or why it’s even necessary that they are involved, especially if their role is in bookkeeping or business development or engineering! Don’t over-promise  Estimating content marketing efforts can sometimes be complex since you don’t always know what types of content will resonate among your audience, especially when you start out. It’s easy to get carried away and over-promise results that content curation won’t be able to deliver on. Avoid this pitfall by not promising more than you can provide. Having said that, content curation can help you reach new target audiences or share content in a way that wasn’t possible before. If you keep your expectations reasonable, it’ll make it easier for team members to understand the process without feeling overwhelmed or confused at any point along the way. Highlight the benefits Explain the short and long term benefits to them clearly. If content is already a part of your content marketing strategy and you’re looking for content contributions from other staff, explain how content writing will directly benefit them. You could say how it improves search rankings, boosts their online presence and helps with internal communication. If you are winning more clients or customers with the help of content, then be sure to share the rewards and the recognition with them because, without their contribution, it wouldn’t be happening. Staff bonuses or staff members awards are great ways of doing so. One of my favourite things about content is that it acts as an extra staff member or customer service operator (which I discuss more in my copywriting book) in that it will answer a whole heap of common questions that your customers or clients have and prevents your staff from having to repeat themselves and spend time in meetings and on phone calls with them. Essentially, by spending an hour or two on a few pieces of content, they could save hours and hours throughout the year. Be sure to highlight that as a benefit for staff! Hire a professional By hiring a content marketing professional, like a freelance copywriter, you can streamline the process. A professional will know precisely the right questions to ask your staff and mine juicy nuggets of content without spending hours and hours doing so. Plus, they can write the content in alignment with the most up to date copywriting and SEO principles. How do I convince my employees? It’s unlikely that your employees are going to volunteer to help you with content curation and writing. It would help if you made it clear that their efforts will directly benefit themselves, their colleagues and the business as a whole. You don’t have to use fear to motivate them but, instead, use positives and possibilities to inspire their thinking beyond their role. Offer them the perspective that content writing is one hundred per cent an opportunity (not a burden), and show your employees how content can help them progress their careers. Once they see how helpful content is and how this will add value that directly affects them, they’ll be much more receptive when making requests for content contributions. Here are my final tips: 1. Ensure there’s a system in place so everyone knows who owns the content and clear formatting for who should contribute when. This might mean delegating shared responsibilities amongst team members or maybe changing content marketing responsibilities. A spreadsheet will do, but there is great software out there. 2. Sometimes, content is a support system for other priorities, so

Copywriting Tips for Yoga Teachers

If you’re a yoga studio owner and you want to increase your clientele, then there’s one thing you need in your marketing arsenal: copywriting. Well, after you take those gorgeous photos, of course. Even if you aren’t familiar with copywriting it’s still important that you understand how good copywriting can help you attract new class attendees and drive up sales. Before we go any further let’s look at what the term copy’means. According to Wikipedia it ‘is text crafted to persuade readers to take action.’ In other words, it’s marketing material. Professional copywriters (like myself) write website content, blog posts or email blasts for a living. As well as basically anything that will appear online or be sent out to potential customers. From your About Us page and contact details on your website, all the way down to your one-line bio on Instagram. All these things make up a complete picture and your copywriting could be the very thing that draws in potential customers. Writing good copy is an art form. You need to make people want what you’re offering without being too pushy about it (especially in the more heart centred realm of yoga), and it’s all about carefully choosing your words so that your visitors know exactly what you want them to do next. Ie, should they sign up to your enewsletter? Should they attend a free class? Here are some basic copywriting tips to keep in mind next time you are producing any marketing material. Use keywords in your copywriting. You do this by incorporating industry-related terms into your website copy and marketing materials. This is the best way to get noticed because search engines love websites with lots of keywords. Search engine crawlers will then prioritise your page higher when someone searches on that term or phrase. If you’re new to SEO, check out my collection of helpful SEO blog posts to help you get started. Tell a story through your copywriting. Yoga is more than an exercise class. Yoga is a beautiful, life altering philosophy as well as an artform and a journey. So let your customers know this by telling them what it’s like to take a class there or why you started teaching yoga in the first place. Take your potential student on a journey with your words – all before they have even walked past your reception desk! If you imagine your potential student as the main character, your studio the setting and their path to wellness as the plot, write a story that sees them take the most beautiful trip in the near future. They won’t be able to help themselves feeling inspired and motivated once they imagine themselves in the shoes of that main character. Testimonials and feedback Collect and showcase as many testimonials as you can from anyone who steps into your studio – even if it’s a longterm friend. Create opportunities for people to leave written feedback that you can use in marketing wherever possible. Through email competitions, social media platforms, hard copy forms, verbal discussions… anything that helps! You can even have your customer showcase why they love your class, studio or certain teachers at the end of their testimonial. This helps create trust-worthy promotion about you as a brand because people just crave social proof. What is the repeated feedback (informal and formal) that you get about your studio or classes? Do people say that it’s ‘such a healing space’? Or that they come to class because they need to escape their family for an hour? Or have been sleeping better? Take note anytime anyone says something and add it to your website and social media marketing as these are the HIGH selling points of your studio. Have some negative feedback? Use that as well! If you’re not in a position to change something that people have offered their criticism about, then that’s totally okay and can be used in your marketing. Let’s say, for example, someone says that they find the classes ‘just too hard.’ Perfect! Use that in your copywriting. ‘Our classes tend to be a little harder than others you have experienced…’ Not only will attract the exact right people for that class but you will be spinning a negative into a positive. Meet people where they are Just because you have done the training and study the sutras or the Vedas or other philosophical texts, doesn’t mean that your clients have. In fact, they might not even be aware of how it feels to live in their bodies! Often, particularly in your marketing (given that is the first place people learn about you) you need to meet your potential new clients where they are. Use word and terminology that they are familiar with, peppered with some aspirational outcomes. For example, ‘We know that getting enough sleep is not happening for you right now. But our classes teach you how to relax your body and mind, so it’s possible.’ Yoga teachers are often a place people come to for support, information and wellbeing guidance. But it can be more than just on the mat. It would be hard for even the most dedicated student to get all the wisdom they need in that 60 to 90 minutes in class. Students and community members need guidance outside of class. That’s why creating and sharing supportive and informative content articles are an ideal way to nurture your beloved students. As well as position you as an authority in the industry and improve your SEO. Next time someone is looking for a new yoga class to attend, who will they choose? The one that make them feel held and safe with a free flowing of information at their fingertips? Or ones that just have a stock standard website? Want 39 blog post ideas? Having trouble coming up with blog post topics? I’ve compiled an instantly downloadable pdf with THIRTY NINE BRILLIANT YOGA BLOG POST IDEAS. Get your FREE copy now.

The Case for a Case Study: Why Your Business Needs One

Why is it important to have a case study showcasing the work you have done with a client or customer on your website? The case study is a visual representation of your work, and it can be used to show off what you have accomplished. It is also an excellent case for how your business has helped others in the past which may prompt potential new customers or clients to reach out to you themselves. Additionally, case studies are always important for SEO purposes because they provide information about services that people want on the web for their own search terms. Use this client case study template to help. What is a case study? Case studies are a detailed analysis of an individual or a brief analysis of a particular situation. The case study is an example of the client’s success story that can be used to share their experience with future prospects. It should touch on why they chose you, what problems were solved and how your solution helped them grow. The benefits of writing a case study There are many benefits to writing a client case study. In short, a case study shows off your expertise, sets you apart from competitors and provides valuable information about the effect of your services. Below are some of the things a well written case study can do for your business. Enhance credibility: Case studies show that you have worked with other businesses and they found success with your work which improves their faith in what you offer. Gain publicity: It’s easier to get media coverage when a case study is available because it provides more information on how well something has been working for someone else who was dealing with similar issues or challenges as yours. – Inspire others: Seeing an example of someone having success will motivate them to also take steps towards overcoming their own obstacles even if they’ve never heard about you before, so case studies are great for generating new leads too! Help measure progress: case studies are also a great way to see what you’re doing is actually working and how far along you’ve come in the process. Understanding: case studies provide a more robust understanding of how to improve your progress. They can show areas where things are working and what needs improvement. Helping: a client case study is a good way to show someone else that you can help them. It will make them trust you more and they will want to do business with you because they know the type of service or product quality that your company offers, so they have peace of mind knowing their experience was worth it. Attraction and retention: this type of content will not just attract new leads but keep current clients happy by highlighting their achievements over time as well as giving them something to show prospective customers when asked “what have we done together?” This type of content also conveys trustworthiness. Plus, it helps with customer service and sales aspects of your business. It’s important for your business to have case studies on hand so that when someone has questions or concerns, they can learn about another person who dealt with these same issues before taking any action. It also demonstrates the value of your work for others who may want similar assistance from a professional in this field or industry. How people will respond to a client case study Current clients: case studies are a great way to show them they’re doing good work and that you care about their success. They will likely be happy with the content because it highlights what progress they’ve made over time. Potential customers: case studies demonstrate your expertise, set you apart from competitors and provide valuable information on how your services effect people/businesses. Potential customers want assurance in knowing this is someone who can help them; case studies convey trustworthiness by highlighting previous successful cases like theirs so prospective customers know they’ll get quality service if they choose to hire this business or an individual for assistance. Plus, when asked “what have we done together?” case study provides things to highlight as proof of past successes so prospective customers know they’re in good hands. Potential employees: case studies demonstrate the value of what this company has to offer and how their expertise will be beneficial for potential employees, which means more applicants will apply when they see a case study on your website that demonstrates the skills needed for different positions within the business as well as highlighting previous successful cases like theirs so prospective clients know if there are qualified candidates out there who can help them with similar concerns or issues. Customers/clients from other industries: case studies show off customer’s expertise and set them apart from competitors by providing valuable information about one industry but also demonstrating knowledge and experience in related fields too. A case study helps expand clientele into new markets where you may be able to help them. So you really can’t delay creating and sharing your case study any longer. Use this specially crafted case study template to help you today.

Sales Funnel Copywriting – Do it Like the Experts

What is a sales funnel? A sales funnel is a linear process that begins with the acquisition of new customers and ends with the satisfaction of their needs. In order to create an effective customer journey, you should start by outlining your goals for what you want to achieve from it. Then identify all steps necessary in achieving this goal or set of goals, such as gathering information on prospects. The beauty of a great sales funnel is that it works for you. Once you’ve set it up and it’s up and running, you can leave it and it will do the sales work on your behalf. Like a staff member! What is sales funnel copywriting? Sales funnel copywriting is a critical component of any company’s marketing strategy. The words you choose to include in your sales funnel will have an effect on the conversion rates, as well as how much money your business makes. In this post, we are going to cover what sales funnel copywriting is and why it matters so much for companies. Sales funnel copywriting is the process of writing content which will lead your potential customers to make a purchase. This can often be done through persuasive sales language, and it’s typically found near what are called conversion points on your website or in emails. Conversion points are any touchpoint with the customer that could potentially get them to click “buy” – for example, an image gallery may have calls-to-action overlaid on individual images so that when someone clicks there, they’ll be taken to the full product page where they can buy directly if desired. What is sales funnel copywriting and how you can do it like the experts The biggest mistake companies make when they launch their business online is not building a sales funnel that attracts their dream clients and leads them through a process When. launching a Here’s business online an, example it of what’s important not to to make do sure: your you run sales an funnel ad has that all takes of the opportunities for all those who an click up onsell its and down to your home page sell. Sales funnel copywriting tips Good copywriting knows how to get the readers attention and hold it! Here are some tips on making sure this happens… When you create your sales funnel, to make it work for every person with different needs and wants. Make sure that the landing pages are ready so people will convert into leads. Don’t forget to have a clear call-to-action on each page of your website, including about us and contact information. Otherwise, no one will be able to find out more or buy what they need to move forward in their business goals! Create landing pages and follow up messages based on where visitors enter into the funnel. People who visit during early stages are more likely interested in lowering prices while those at later stages will be looking for free trials or demos. As a general rule. Not always. When creating your sales funnel, be clear about what people need when they land at each point in their journey with you . Sales funnel copywriting is what companies use to persuade their potential customers to make a purchase. This often includes persuasive sales language, and it’s typically found near conversion points on websites or in emails. Conversion points are any touchpoint with the customer where they could potentially click “buy.” For example: an image gallery may have calls-to-action overlaid on individual images so that when someone clicks there, they’ll be taken to the full product page where they can buy directly if desired. People should be given a clear idea on what to expect from your company and its product or service. This is done by presenting the value you provide alongside any limitations in regards to how it will affect them. For example, if someone’s goal is lowering prices, then they may want to know that there are cheaper options out there for competing products. If their main concern is getting a handle on customer traffic patterns, then they would benefit more from benefits related specifically with managing visitors into your funnel than price discounts. You should also consider which stage of the sales process someone enters before sending promotional messages so as not to send too many details about an offer when prospects haven’t even decided whether or not to buy yet; only promote offers once people are hooked! Attention grabbing headlines and subheads that get your prospect’s attention from moment one. Catchy, powerful sentences throughout that compel prospects to continue reading. Framing benefits in language they readily understand (e.g., “saving time” instead of “time saving”) Writing the emotional benefit behind each feature, without sounding too cheesy. A compelling call to action at the end which includes clear instructions on how they can claim the offer, act now or get the product or service that you are offering. You can use curiosity to drive people towards a landing page. This is because, according to statistics, 96 per cent of your site visitors aren’t ready to buy on their first visit. To do this, you should focus more on the commitment aspect by asking for someone’s email address and less about how much the person will spend right now. You have to warm them up a little first! Keep in mind what you’re trying to accomplish with the writing: get them interested enough so they’ll read your headline or click on a link, but not too much detail about an offer when prospects haven’t even decided whether or not to buy yet; only promote offers once people are hooked! How to structure your sales funnel Step one: the bait. This is the first time your prospects know you exist. Step two: they decide to follow you or engage with you a little further. Often this is signing up to your mailing list or engaging in some sort of lead magnet. Step three: