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Blog for business, business blogging, Your Content Write, why blog?,

So, you have an amazing site… Great, well done you.

You may also post regular sales messages through your own social media channels.

In fact, there are a myriad of sales options out there, designed to show your clients that one irresistible offer that will make a huge difference to their lives and to your bottom line.

So why introduce blogging into the mix? What purpose does it serve?

I’d like to start by stating the obvious… Your clients are people.

Let’s think about that for a second. Whether they are the CEO of a major corporation, the owner of a chip shop or a single parent struggling to make ends meet, they all share that one common quality.

As ‘people’, they will base their relationships on perception, trust and familiarity. This works not only in their personal lives but also transcends into their purchases too.

Remember, your website is a sales platform pure and simple. It is the showroom for what you have to offer to satisfy your clients desires.

Trouble is, yours is not the only website out there, and the chances are you are not the only one offering the same product or service.

Having a blog takes you out of the rat race, in which thousands of businesses are standing on their own little patch of land screaming:

“Buy from me… Buy from me… BUY FROM ME!!”

When you have a blog, the clients come to you. They seek you out – Why?

Let’s look at the stats. Then I’ll help you understand why those impressive figures are entirely logical:

your content write, blogging for business, why blog for business, how to blog for business

Firstly, the blog is NOT a direct sales tool and (barring a few minor exceptions), should never be used as one. It’s there to build a relationship between you and your clients:

  • You wouldn’t walk up to an attractive lady or gentleman at work and suggest marriage and children over the water cooler (I hope).
  • You’d get to know them and they choose to get to know you (based on their initial perception). You might even offer them a small gift in the form of a FREE refreshing cup of water.
  • When your relationship has reached a certain level of familiarity and trust, you can take your communication to a new venue (coffee shop or restaurant) then move on from there.
  • After a few restaurant dates, your level of commitment may move to the next level, perhaps eventually leading to marriage.
  • Heavy couple of days eh?

So, when designing a blog think initially about what it is that your clients want to see. Be aware that they are constantly barraged by numerous metaphorical marriage proposals which they automatically ignore.

Look for initial opportunities to serve your clients for free, offering them content that they really want (the chat and cup of water at the water cooler).

Make your blogs regular. This sets you up as the resident and reliable expert in their mind’s eye.

Encourage those who can’t get enough of your content to sign up to your mailing list (taking them away from that water cooler and into a coffee shop to offer them something of more value for free. The metaphorical cup of coffee).

Once they are on your mailing list:

  • They already know and trust you.
  • They are comfortably familiar with your brand.
  • They WANT to buy from you.

Now your free content can point towards a bigger offering, whilst still adding value.

If you follow this, then more than likely you will begin to receive comments and emails from potential clients who have loved your free content and are eager to purchase your bigger offering.

On the subject of what specifically to put into your blogs, this will be covered in a future post. I will say for now though, that my rule of thumb is the same as it is with social media:

Your content has to either inspire, educate or entertain (or a combination). If it does none of those then it is a waste of a post.

There should be some sort of call to action (To like a Facebook page or join a mailing list perhaps).

And I know this was mentioned earlier but beyond the branding, your blog should not be a blatant self-promoting sales document.

Remember you want your clients to WANT to buy from you not ignore you.

Good luck with your blogging. Comments and questions welcome below, as always.

Till next time…

 

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yourcontent write, write like apple, content writing,

 

With the launch of the new Apple iPhone X, Your Content Write thought it might be fun to investigate exactly what makes Apple web content so irresistible.

So, if you want to be able to write content like Apple and make your products and services sound as enticing as the iPhone X, then read on.

Once you log onto https://www.apple.com/uk/iphone-x/ you are presented with a graphic (a huge ‘X’) which magically transforms itself into a phone as you scroll down.

One might say, you are greeted with a concept of the future, and since the user has to scroll down to complete the transformation into a phone, it is a vision of the future that the user can now hold.

This is very empowering and thrills the reader enough to want to read on.

For those familiar with marketing and sales, you will know that creating an excitement or buzz around a product or service, before the reader has even looked further into it is essential if you want to take your potential customers down a sales funnel and convert them into long term fans.

Having seen this graphic, the words that Apple use must live up to the Graphic and nurture those subliminal concepts. See Below:

 

The next section starts with an <H> tag title ‘iPhone X’ making it easier for Google to read and understand what the web page will be all about.

In the 53 words that follow (before the next graphic), iPhone is mentioned three times and iPhone X twice. Throughout the page the keyword iPhone X is mentioned 18 times.

The text in this section contains language that is both inspiring and emotive and builds upon the established graphic as a true taste for the future.

Apple speak of their ‘vision’, creating a sense that this amazing piece of Tec has been worked on for many years and now their ‘vision’ is finally a reality.

This gives it an unique ‘sought after’ quality, helping the reader along the path to owning this little slice of heaven.

Right from the gate Apple speak of their device being:

‘…so immersive that the device itself disappears into the experience.’

This is essential… Let’s face it, a phone is a phone. You text, make calls, take pictures, record movies and play games (My grandma would be turning in her grave shouting ‘No. You make calls. End Of!’)

So, instead of selling a phone Apple are instead selling a dream, a vision for the future, a chance to escape the normal hum drum of daily existence.

Apple are selling what the user wants not needs. A drill salesman by comparison does not sell drills, he sells holes in walls i.e. The end result.

So, instead of  selling a phone with a few upgrades, they sell the dream (the customer buys the phone as the natural transport to that dreams reality).

Let’s look at the keywords that stick in the mind from a user’s point of view:

Vision (Mentioned twice), create, immersive, experience and intelligent.

These words are lovingly wrapped around the words iPhone and iPhone X, with the closing line:

‘Say hello to the future.’

It even uses alliteration to heighten the readers experience with:

The device itself disappears into the experience.

There is then another graphic, followed by another paragraph. None of the paragraphs are long (The next being just 23 words) and are all centred around fulfilling a promise for the taste of tomorrow.

Throughout the whole page we are taken on a journey to experience the wonderment of what could be (subtly upselling Apple accessories and Apple Music on the way) which, if you have made it to the bottom, (resisting the temptation to click the buy button) then you are starkly presented with the call to action that Apple want you to take:

Buy an iPhone X now!

Apple know that if you have resisted clicking that buy button, but have read to the bottom, you are clearly interested in the product but perhaps money is an issue. It then offers monthly payment plans and even a chance to trade in your old phone for cash.

The complete sales funnel displayed on one page (I love it).

One thing I found quite clever on this page was its wider reach in relation to audience type:

At every stage people are offered the opportunity to learn more about the technical aspect of the phone with a simple inbound link (which is a brownie point for SEO and reduces the bounce rate).

One thing that Apple did NOT do was to include the technical know how and jargon in with the text on the front page. That’s because they know that not everyone is interested in that and it would interfere with the user experience as they make their way down the page.

That would be the same as an illusionist explaining the secrets behind a magic trick as he / she performs it for the first time on stage – all the viewer excitement and wonder is lost and you are left with nothing more than a how-to guide, which may be only mildly interesting at best.

 

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Questions and comments are always welcome in the space below.

 

Till next time…

SEO, your content write, rank on the first page of google, content writing.

All righty then…

This is a follow on from my previous post (hence part 2) If you missed that one, please refer to my previous blog.

All caught up?

Good.

When I write content for my clients I do it in two stages:

1. I create an amazing piece of prose that will educate, inspire or entertain (hopefully all three depending on the subject matter of the text). When doing this I pay absolutely no attention to keywords, Google or any of the other search engines out there. My first and most important task is to communicate an idea that will lead to a call to action.

2. After stage one is complete I then look in great detail at the purpose of the page. I want my clients to rank on Google so I try to make the purpose as specific as possible. I am trying to make this as niche as possible thereby making it easier for Google to present the page to the right people.

Generalized Phrases should be avoided as much as possible. Remember Google is not as clever as you (yet) so work has to be done to make the search engine crawler’s job easy.

As an example, if a car dealership wants to rank high for the keyword ‘Cars’ they will find it:

a. Very expensive if they are paying for it.
b. Extremely competitive if they are wanting to appear on the first page.

With such a general term Google has to cast a wide net in the hope that the information you are looking for is on that page.

Typically, you may find:

A few local car dealerships near to where the user is, information on Disney’s Cars, Magazine listings on the top performing cars, Newsworthy items that include cars and a few YouTube videos that have cars in them.

‘Cars for sale’ or ‘Cars for sale in Jarrow’ on the other hand is a lot more specific and helps Google recognise exactly what your page will be about.

Tags

On websites you have Tags (H1, H2 etc). If you are new to this, you can think of them as headings much like you would see on a newspaper article:

(The following news article is FICTION. Don’t get too excited).

 

Daily News

Jeremy the Goose Learns to Speak English!
A Goose was spotted giving directions to a group of tourists.

        Bystanders were today left baffled when a Goose, who later identified himself as ‘Jeremy the Goose’ approached a group of foreign tourists and….

 

 

In the above example, taken from a true story (Not really) The first item we are drawn to is the headline ‘Goose learns to Speak English!’

If we want to draw Google’s attention to a headline in the same way we would place this text in the ‘H1’ tag. This would tell Google what the main focus is.

Google would then read on to make sure the rest of your text lives up to the promise of that tag. If it does, then all is good.

In newspapers we also have a sub heading, designed to draw the reader in further. Google has this too. It’s called the H2 tag. Still important, though not quite so much as the H1.

After this we have main body of text.

Let’s have a quick look at my keywords in this very small body of text.

Already I can see I am likely to rank very well for the key phrase ‘Jeremy the Goose’ and although the word ‘goose’ appears four times in four lines, it does sound very natural.

If I were to continue the article I would be wary of the number of times I use the specific keywords and would perhaps use synonyms as substitutes to ensure Google does not put me on their hit list of keyword spammers.

Naturally, I’m assuming the text on your site will not be speaking of talking geese, but the concept is the same.

If you need help in inserting H1 and H2 tags on your platform leave a comment below and I’ll do my best to help.

WordPress makes it very easy to insert H1 and H2 tags.
Going on the assumption that you already know how to set up a WordPress page or post:

Once you have your text written, highlight the area that you want to identify as the H1 tag and then look up and you will see a drop-down box with the word ‘paragraph’ written on it.
Click on the box and select ‘Heading 1’.
Hey Presto, you have a H1 tag.

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Till next time…

your content write, rank on the first page of google

Your Content Write is still hard at work, creating its long awaited ‘Supercharge Your Web Presence’ course.

As we do this, when we pluck out particular nuggets of information that could help you, we simply post them. If you have any questions post us a reply in the comments section. Enjoy.

 

Today… Hummingbird.

 

Hummingbird is the search algorithm that Google uses to decide what websites to show when a user puts a query into the search engine… and it has recently changed.

It used to be that when you pop a search query into Google then Hummingbird would look at websites with relevant keyword rich content amongst a few other variables. The sites who did this best were the ones who ranked on the first page.

Whilst, in essence this is still true, Google is endeavouring to stop keyword spammers from ranking above the more well deserving sites.

In Google’s own words:

“Hummingbird is paying more attention to each word in a query, ensuring that the whole query — the whole sentence or conversation or meaning — is taken into account, rather than particular words. The goal is that pages matching the meaning do better, rather than pages matching just a few words.”

So, what does this mean for you?

  1. Look at each page on your site and note what the purpose of that particular page is.
  2. Come up with keywords that clearly identify the purpose of that page.
  3. Try not to have more than one page that is trying to rank high for the same keyword as Google wont generally display multiple pages from the same site on the first page (you’d be competing with yourself).
  4. Then write content that is both keyword rich and enticing.
  5. Try to make the copy as comprehensive as possible so the reader does not have any questions, except maybe “Ok I’m sold. Where is the buy / subscribe button?”

If you need any help or have any questions regarding this, Your Content Write will be happy to assist.

Click on the comments below or visit us on  https://yourcontentwrite.com/

Till next time…