Tag: Blogging

Blogging is essential for your wellbeing or yoga business to thrive online. Read our posts to find out how to craft great blog posts, how to write killer headlines, how to resize your images, learn about evergreen and cornerstone content – and much more!

Why you need more than social media to grow your yoga business

Do you feel a bit lost when it comes to social media? Or feel like you’re spending too much time on it, but are just spinning your wheels, wasting your time? This post is going to help you get unstuck and find a different way forward!

Just because everyone else seems to be using social media, it doesn’t mean they’re actually getting good results from it. Even if some people rave about how it’s the key to a successful business, we beg to differ. Granted, you could put some of your marketing efforts into social media but it’s definitely NOT where all your focus should be.

In this post we’ll explain why social media isn’t the be-all and end-all, and give you some tips on what you can do instead to take your business where you want it.

Why we don’t offer a social media package

The simple answer: we don’t rate social media as a truly effective marketing strategy. It’s far more important to focus on your website and email marketing. These are the real tools you need to pull yourself out of the digital ditch that social media has thrown you into.

Now, you might be thinking, “Surely there has to be some benefit to social media?” And we agree, there is. It can be great for real-time conversations, quick messaging, polls and content sharing, and is ultimately an easy way of reaching your audience. But it can take a huge amount of effort to maintain if it’s your only method of growth. As soon as you’re not there, that conversation ends. And that’s less than ideal.

Ok, we understand that what we’re saying is almost a form of blasphemy in today’s society, so here’s a few more reasons to help put our point across.

Why social media is NOT an effective marketing tool

1. It flattens your experience

Social media can leave you with a very 2D view of how everything works. Imagine your first handstand. Whilst the end result was a success (hopefully), it was the process that went into learning it that gave you the biggest lessons! The same goes with growing your business.

2. You don’t own your hard work

When you post to a social media platform – unlike on your own website – you’re practically giving away your content to that platform. So, publish your content on your own website and keep what’s rightfully yours. You deserve it.

3. It can be hard to communicate

The purpose of social media is to be quick and easy to consume, but this can be seriously limiting when you’re trying to really connect and discuss deeper issues with your audience through a tiny character limit and one small photo. After all, yoga isn’t something you can rush. It should be practised with mindful care and attention – just like your communications.

4. It promotes addictive behaviour

In order for social media to really see major growth, it relies on you demanding the attention of an audience and creating a following for you and your brand. It may feel great while you’re riding the wave, but once you hop off, you’ll realise how caught up with ‘vanity metrics’ you’ve become. These likes, follows and shares may even start influencing what you do and how you teach.

5. It’s difficult to accurately measure

If you share an event for a yoga retreat or post a blog on social media, for example, it’s hard to know whether people who engage with your content become customers. There’s no real gauge of how effective your posts are, so you’re really just going on a hunch. Because of this it’s hard to improve, or see what can be improved, to help you focus your energy in the right places. Remember: if you’re not measuring it, it’s not marketing!

6. It’s a consciousness cul-de-sac!

As I’m sure you know, it feels real when you’re immersed in the virtual world, but it isn’t. People often use social media as a way of finding what they think is missing, or searching for an experience they’ll never find. It’s easy to get lost in the digital world and, unfortunately, this can lead to feelings of fatigue, unworthiness and even anxiety and depression.

It’s no coincidence that you’re having issues getting into the flow of using social media, when it’s made up of all the qualities that go against what we know and love about yoga and its philosophy. Quick and simple messages being chucked out thoughtlessly in the name of ‘growth’, but at the expense of your own mental state.

Ok, that got quite deep, but it’s important to know the truth behind the effects and downsides of social media before you commit so much more of your time to trying to make it work. On that note, have you seen The Social Dilemma yet? It’s definitely worth a watch!

So, let’s move on and look at what you can do to grow your yoga or wellbeing business without relying on social media for your growth.

What we recommend instead of social media

1. Perfect your messaging

It’s super important to be clear on what you’re offering and how you can help people. The best way to do this is to refine your messaging and communicate these aspects as clearly as possible.

Consider getting more personal with your audience. Social media leaves little room for personality within marketing and is often quite faceless. So, it’s a great idea to include your own journey and the story of how you got to where you are on your website. People love to know the story behind a brand, as it helps them connect to you in a more personal and relatable way. (But try to avoid navel gazing!)

If you need help getting clear on what you offer and how it helps people, take a look at our Brand Strategy Package. We’ll help you unpack your brand at a deeper level and refine your messaging to make sure you’re resonating with the right people in the right way.

2. Develop your branding

A strong brand is key for helping your audience remember you, whether they’re on your website, your emails, your social networks or any other marketing channel. Your brand needs to be instantly recognisable and consistent across all channels.

It may seem like a small detail, but your logo is absolutely crucial for creating a memorable impression of your brand in the blink of an eye.

Don’t forget: your logo needs a strapline and your business needs a ‘one-liner’ so that your potential customers can instantly see what you do. Check out our Logo & Style Guide Package if you need help developing your brand.

3. Blog to your heart’s content

As mentioned earlier, posting to your website means you’re publishing content that you own yourself, that will be there forever. In fact, if you aim to create at least some ‘evergreen’ content on your site, this means it will actually become more valuable over time.

You should aim to publish regular, high quality, original content in your blog that’ll stay relevant for years to come. This is a great way to keep people coming back to your website, and also gives you ready-made content to share in your email newsletters.

If you aim to publish posts that grow in relevance and popularity over time, this can be a great way of putting your time into something that can really help you grow, and is totally measurable.

4. Grow your email list

Once you’ve got your website set up right, with your messaging, branding and blogging all in place, then you can focus on email marketing.

Email marketing is still the most effective marketing channel and presents an awesome way to directly reach your audience. It even gives you an opportunity to personalise each email and add a nicer, more personal feel to your communications. As this recent Forbes article explains, “Email is the marketing channel most consumers say they want businesses to use to communicate with them.”

There’s no doubt that it’s more effective to promote yourself to engaged subscribers on your email list, than to send out a random social media post in the hopes that it might land in front of the right people. If they’re even paying attention…

The article goes on to say that “Email marketing still promises to deliver the highest ROI [return on investment] of all marketing channels.” Now, we don’t know about you, but if we’re putting a lot of time and effort into something, we want to be sure we’re getting the most out of it as possible!

So, go with what’s proven, start building your email list, and grow that community of engaged subscribers.

You’re on your way!

We know this might be a lot to take in, considering we’re often being told the perks of social media and how it’s all you need to be successful with your business!

But we think it’s so important not to lose sight of the other tried and tested marketing methods that are out there and ready for you to master. Plus, if you don’t feel comfortable using social media, you don’t have to!

As always, we’re just a click away if you need any help with your marketing efforts. So, book a free consultation and let’s get you set up.

Book a free consultation

How to create compelling content for your website

Ever heard the phrase “content is king”? Well, this increasingly vague nugget of wisdom has been a mainstay in the online marketing world for decades, highlighting the importance of content but never really helping anyone understand anything about it.

Instead of figuring out exactly what “good content” might be, most of the internet has taken the advice to heart in a very literal sense. With websites now collectively pumping out over 5 million blog posts per day, it’s more of a content state than a content monarchy.

Creating compelling content is now more necessary than ever, but thankfully it’s easier than you might think. Once you’ve seen the systems under the hood, you’ll understand how the engine works.

Forget page length and keyword density figures, compelling content is not measured by your Yoast traffic light system, but rather how your audience feels when reading your content, and how they are compelled to take action.

Consuming compelling content is effortless. Like a rich conversation with a close friend, compelling content delivers valuable information in a way that’s exciting and inspiring – and speaks directly to you.

In this article, you’ll learn exactly the linguistic and structural skills to transform dull, lifeless content into a real page turner.

What makes content compelling?

The key factors behind compelling content are surprisingly human.

In the same way that a good novel grips your attention (and has you forever telling yourself “just one more chapter”), compelling content should hook you in from beginning to end.

To the untrained eye, compelling content can seem like an effortless harmony of language and information, but it can absolutely be trained. Just like Beethoven’s iconic symphonies, compelling content follows a refined structure and process, whilst also delivering creative flair and an emotive punch.

How to use language to connect with your audience

Whether you’re covering the latest yoga literature or Lululemon’s newest range of tights, language is still the driving force – and if you want your voice to be heard, what you say is just as important as how you say it.

Remember, connection with your audience is something that you should infuse into every aspect of your content. We have short attention spans these days, and ever increasing expectations of the content we consume.

Employing these key strategies in your content will help you deliver your points in a way that your readers won’t be able to resist.

Use a conversational tone

As humans, we’re social creatures. We gravitate towards conversational language.

Honestly, there’s nothing more dull than an article that reads like an instruction manual. Nuances like tone and pacing are crucial when trying to effectively communicate through text or speech, so just make it natural.

For example, if your paragraphs are so dense that you feel like taking a break writing them, your audience is definitely going to need a break reading them too.

Conversational writing is a skill just like any other, but it’s a powerful way to inject personality into your work, and ultimately it’ll become second nature.

Keep it light

Big, fancy words might make you think you sound more intelligent to your audience, but most of the time you’ll just come off as unrelatable. Remember, making your audience feel stupid is a surefire way to turn them off from your content.

That doesn’t mean cutting out all words over three syllables, but it does mean using highly-specific industry terms – or needlessly recherché words – sparingly.

(Did you just need to Google the word recherché? I know I did, and that’s not a good practice for you to force on your audience.)

Make relevant references

A fantastic way to connect with your readers is to include inside jokes and pop culture references that are laser-focused on their likes and dislikes.

Nothing says, “this person gets me” like communicating a shared love of a supported Bridge Pose, or a shared dislike of sweaty yoga pants found at the bottom of the washing pile. Or maybe that’s just me…?

Knowing your audience is the key to making this work, but this kind of insider information will help you in all aspects of your business. Investing in your audience will always pay off.

Use “bucket brigades”

Weird name, I know. I’ve been using these language tools throughout this article, and if they’re doing their job right, you won’t notice they were used intentionally.

Bucket brigades are words and phrases like:

  • Now,
  • Remember,
  • Here’s why,
  • Best of all,

They’re all bridge phrases that keep you hooked. They encourage you to continue reading to discover the conclusion to the sentence.

Just like any linguistic tool, they’re to be used sparingly, but they’re incredibly effective at improving the flow of an article and keeping it conversational.

Craft a narrative

We’re going back to the novel analogy, because what really makes content compelling is storytelling.

Constructing a loose narrative for your content helps to bring the words to life. It develops a trusting relationship with your audience, and provides a familiar structure for people to follow.

You may not know it, but most Hollywood films are based on the same age-old plot structures that are reused again and again.

The Hero’s Journey, for example, is a very precise series of challenges and character developments that show up in everything from Star Wars to The Little Mermaid (notice my pop culture references?)

Articles may seem locked into the typical intro, body and conclusion split – but then, so are many of our favourite films. There’s so much room for narrative within that structure.

Try opening with a personal anecdote, but don’t conclude it till the end of the article. This is an example of a story gap, and it subconsciously encourages our readers to read till the end to find out the conclusion to the story.

Use metaphors

I love a good metaphor.

Sure, their main purpose is to help explain difficult concepts in a manner that people can more easily understand, but there’s something incredibly satisfying about a good metaphor.

The bestselling novelist Stephen King loves metaphors for their ability to help the audience “see an old thing in a new and vivid way”.

Each one is yet another great opportunity to connect with your audience and demonstrate your understanding. Try to draw parallels between new points of interest, and things they can already relate with (double points if you can make it a pop culture reference).

I wanted to include a metaphor here but writing a metaphor about metaphors is surprisingly difficult!

Make it valuable

Okay, so this last one is a little more of a standard content recommendation, but it’s something that’s sorely missed from a lot of content online.

I mean sure, some people come to the web in search of pure trash entertainment (there’s a reason Buzzfeed still exists) but most want to get something from it.

As we’ve discussed, telling a story is a fantastic way to communicate information in an engaging way, but ultimately, if your story doesn’t deliver value somewhere along the way then it’s going to be a flop.

Ready to put this into action?

It’s easy to get overwhelmed trying to implement all these techniques at once, but it’s important to remember that you don’t need to do these all on the fly. Don’t let perfection get in the way of progress.

It’s entirely okay to get all of your raw information down on the page, then go back to add personality. There’s a common misconception that professional writers just radiate flawless writing, when in reality half of their work is discarded on the chopping block.

Adding in just a few of these techniques can really bring your words to life and help keep your readers on the page. But having a deeper understanding of how these processes work will fundamentally change how you approach your content.

If you need help determining whether your content is compelling, it’s always worth asking a friend to have a read. You can glean a lot from their natural reactions. Or, if you want an expert opinion, why not book in for a free consultation with us?

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Marketing Tip #4: How to correct formatting errors in WordPress

Our new Marketing Tips category features a series of videos from Wildheart’s Content Queen, Hannah. We’ll be sharing hot marketing tips via screencast videos, so you can see exactly how to do it yourself – making your life just that little bit easier!

Clearing formatting errors in WordPress

In this month’s video Hannah introduces you to one of her best WordPress friends – the clear formatting tool! If you regularly copy and paste content into your WordPress website then you’ll want to watch this one!

Watch our 4-minute video or read the transcript below.

Video transcript

[00:00] Hi, I’m Hannah from Wildheart Media. In today’s Marketing Tips video I’m going to share a really useful tip with you for making sure you don’t have any weird formatting errors when copying and pasting into your WordPress website. So, you might have found that when you copy content from somewhere like an email, or a Word document, or perhaps a Google Doc, and you paste it into a blog post or a page on your WordPress website, that sometimes it comes out with some odd formatting – maybe your subheadings don’t look quite right, or there’s just some strange formatting going on. So I’m going to give you a really useful tip for making sure that doesn’t happen.

[00:46] So, let’s say I want to add a new post onto the Wildheart website. So I go to Posts and Add New. Now, depending on what editor you’re using – we actually use Tatsu to edit our posts – but you can still access the normal WordPress editor as well, so I’m going to show you in here how to do this. So, I’m in normal visual editing mode and this should look quite familiar to you. So this visual editor appears in lots of different places and it’s also known as a ‘WYSIWYG’ editor, which stands for What You See Is What You Get.      

[01:30] And if we stay on the visual tab here for now, and let’s say I want to copy some content, so this is from a recent blog post. I’m going to copy some of this content from this Google Doc and I’m just going to paste it into the visual editor. Now, what happens is, this heading doesn’t look quite right to me. I know what these headings normally look like and the formatting isn’t quite right.  

[02:03] I can also see that if I click into this content, down here at the bottom of the visual editor it’s showing me a ‘p’ which stands for paragraph, but we also have this ‘span’ tag, which we don’t want. This basically means that it’s picked up some erroneous formatting from the document that we pasted the content from – from here – and this nearly always happens if you’re copying from a Google Doc, a Word document or an email.

[02:33] So, you can see this span tag here and if I switch into the Text mode, which actually shows you the html, you can see that we have all these span tags here and it’s trying to pull in lots of information about the font. And we don’t actually want this, we don’t need any of these tags. So, all you do is, in here, select all of the content that’s in here, so you can use control (Ctrl) or command (Cmd) + A to select all, and then it’s this button here that is our friend! It’s the ‘Clear formatting’ button.

[03:08] So, if we go ahead and click that, you can see this heading has now changed format and I know that that’s what it normally looks like. And if I click into a paragraph we just have a nice clean ‘p’ at the bottom here, which just means paragraph. And if I go back into Text mode, all of that erroneous html that we didn’t want has disappeared, and we’ve just got nice clean text. You don’t need to know much about html to know about this, but if you do see those span tags when you’ve copied and pasted from somewhere  else, it’s really best to get rid of them and then you know that when you view this content on the front end, it’s going to look exactly as it should. There’s our H1 and there’s our paragraph text.

[03:55] So, this clear formatting button, this icon here in the visual editor toolbar, is really, really useful and I would advise any time you’re copying and pasting content into any page or post in WordPress, you always highlight it all as soon as you’ve pasted it in and use this clear formatting tool. And then you know you’re going to have clean text and it’s going to display correctly on the front end.

[04:20] OK, I hope that was useful and if you’d like any help with your marketing, do fill in the form below this video and we’ll make a video about it next time. OK, thanks, bye.         

Downward facing blog: Do you need to be blogging as a yoga teacher?

So far in our Art of Marketing Your Yoga Business series we’ve looked at what you need in place before starting, which website platform you should choose, and how to structure your website. Now it’s time to explore the world of blogging.

As a yoga teacher, or owner of a wellbeing business, do you really need to spend time researching, writing and editing regular blog posts? The answer is a resounding Yes! As we outlined in How blogging became essential for content marketing your business, it’s really important to create regular, high-quality content on your website, as it will delight and engage your audience and keep them coming back for more.

The world has changed

There was a time when some yoga teachers could just teach and make a living. But those days are gone (unless you just want to scrape by). The job description for self-employed yoga teacher now includes many tasks outside of actually teaching yoga. There have never been as many capable and experienced yoga teachers out there. In 5 years there will be even more. It’s becoming harder and harder to stand out.

Your students are looking for your commitment both on and off the mat. And, most importantly, new students who have never met you will judge you by your website, personal emails, email marketing and social media as much as by your teaching ability, at least until they’ve got through the door.

Google loves blogging

Google and other search engines love to see regularly changing content on your website. In fact, they will penalise you if your site remains static. So, the more changing, high quality content you have, for example new blog posts, the higher your site will rank in relevant searches.

In the first post of this series Are you ready to market your yoga business? we talked about goal setting. As a yoga teacher, one of your primary goals is probably to attract more students to your classes, so you should see your website and blog as the start of that journey. Blogging is one of the easiest and cheapest ways for you to grow your yoga business by attracting new students – both beginners and experienced practitioners.

What if you don’t have time to blog?

A frequent worry amongst yoga teachers is that writing regular content will somehow detract from the actual teaching. But this is not the case. All that’s needed is a little planning beforehand to decide on your categories and a content schedule. Then, it should only take  around 2-4 hours per month to write a 1,000-word post. And this will get easier with consistent practice – sound familiar?!

Sadhana is what you make it

Anything can be a spiritual practice. Think of blogging as an extension of your yoga practice. After all, you’re still sharing yoga with your students, just in a different way.

Writing has advantages too: there might be things you want to share with your students but don’t have time to in class; or you might want to expand upon a teaching point or share new information you’ve learned. Your students love your yoga classes, right? So, think about how your writing can help them more, either by supporting their practice (asana tips, suggestions, ideas) or expanding on an idea that you’ve tried to convey through your teaching (philosophy, anatomy or pranayama).

What if you’re not the creative type?

Every time you roll out your mat or plan a class you’re being creative. Think about the way that you put a class together: each pose linking to the next; or maybe using a different theme for each lesson. What do your students want more of? What story do you want to tell through your writing? Remember: you can inspire your students off the mat too.

Scott Johnson, founder of Stillpoint Yoga London wasn’t up for blogging either. He didn’t know what to blog about, whether his blogs would be good enough or if anyone would care. But, as well as running a busy Ashtanga studio in the heart of London, Scott has now been writing a regular blog and newsletter to his community for almost 18 months. He really enjoys the process and his writing has greatly improved.

After his first year of regular blogging he wrote this insightful and inspirational post, 5 things I’ve learned from starting a yoga blog, in which he shares how the experience has helped him be more creative.

Where do you start?

The number one consideration for all writers is: who are you writing for? Who is your target audience and what do they want to know about? This shouldn’t be too difficult as you’re largely writing for people who are interested in yoga! But what aspect of yoga?

Think about what you offer and where your strengths lie. Asana practice? Philosophy? Teacher training? Yoga for pregnancy? Yoga for the over 50s? Yoga and mindfulness? What do you feel most comfortable writing about? Also, remember some of your readers won’t necessarily be your students, but just interested in yoga or yoga-related content.

Try to come up with topics that will educate, inspire and entertain your audience. In our article How to choose your blog topics we look at the ways in which blog writing helps to build rapport with your community and how, in turn, that rapport enables you to even better understand your students and what they’re interested in.

Become an expert

As you write more and more high quality blog posts, you will start to develop your authentic voice and establish yourself as an expert in your field. Your students will be more likely to share your content and potential new students will start to engage with and follow your brand.

You might even develop a ‘niche’ interest within the field of yoga. This could be around a particular style of yoga, a particular approach to the practice, or offering a particular product or service, such as a podcast, online training material, courses, books or DVDs.

Create a community

Starting a blog is also about creating a community – a space where people want to return to and feel included. Students get a chance to communicate with you through your website and your readers can comment on your blog posts. If you send out a regular newsletter linking to your blog, you can also let people know about your latest news, events and other updates. This is a great way to engage with people outside of the studio, get a dialogue going and give people a reason to keep returning to your website.

Investing not spending

Every blog post you write is an investment, because the content goes onto your site and stays there. Over time, more and more people find it and your website ranks better year on year in search engines. Once you’ve written a blog, it stays written and you’ll always own it – unlike content you share on social media, which disappears down the newsfeed and has questionable ownership rights.

Your blog posts give you tangible, original content to share via email and social media, and you can even recycle old blog posts that have performed well in the past. Writing a monthly blog will give you thousands of new visitors to your website each year – just because you’re blogging!

Benefits of blogging

If you’re still having doubts about writing a blog, here are some more good reasons why you should have one:

  • A global platform: you’re writing to share more of what you love with more people and to a far wider audience. Someone could be reading your blog on the other side of the world and feel inspired to take your workshop or retreat.
  • Blogging will help your SEO: the more content you create, particularly evergreen content, the more your business will consistently be found in relevant searches.
  • Networking: you can reach out to other teachers or studio owners, build relationships and share content with each other. Inviting other writers to submit ‘guest’ posts is a very good way to build your following and audience.

How can Wildheart help?

If you’d like to start growing your yoga business through regular blogging, but you’re not sure where to start, or you need help to get going, we can help.

When you sign up for our Blog Package we’ll set up your new blog for you or refine your existing one. We’ll help you organise your categories, agree a 3-month content schedule and even publish your first post. We’ll also give you all the tools you need to find and upload your own images and publish your own posts.

See how we’ve helped our clients

Read the next post in this series

In the next instalment of the Art of Marketing Your Yoga Business, we’ll be zooming in on the best way to use images on your yoga website.

Or go back to Blog series: The art of marketing your yoga business.

Planning your video blog

In our Content Kitchen video What is video blogging? we gave an overview of the video blog and how it could benefit your business, plus we offered 3 tips for getting started. In this post we dive much deeper and offer a comprehensive guide to getting your video blog off the ground.

Who is this post for?

You might already have an existing business blog and would like to add a video element to it. Or maybe you want to start a new video blog from scratch. Either way, by reading this post you’ll learn:

  • what a video blog is,
  • some examples of video blogs,
  • the process of creating a video blog,
  • two different video blog formats,
  • how to choose a video hosting service,
  • the equipment and software needed, and
  • our top tips on all of the above.

What is a video blog?

So, first things first. A video blog is a series of videos that you create and embed into blog posts as part of your regular blogging.

If you’re not already blogging regularly, following our guidance in Power your content marketing with a content calendar is a great way to get started.

So, why would you want to start a video blog? Here are 3 strong reasons:

  • Video is a great way of building a relationship with your audience because they can both see you and hear your voice.
  • It’s also a great way to establish yourself as a subject matter expert.
  • The way people engage online is changing fast and video now generates far more interest than text or images alone. Usurv recently surveyed 1,000 UK adults and found consumers are 39% more likely to share an online video than a text article and 56% more likely to ‘like’ it. The survey also found that 59% of people are more likely to watch a video if it has already been shared, commented on or liked by someone they know.

Examples of video blogs

Despite what many might think, video blogging doesn’t have to be fancy or expensive. You don’t need lots of clever graphics or animations, and you can easily record your videos on your smartphone. At Wildheart we think iPhones are the best for this.

Here are some examples from our own clients, who are publishing simple yet successful video blogs:

  • Yoganatomy Questions: David Keil of Yoganatomy creates video blogs to answer his reader’s questions about yoga anatomy.
  • Meetology Minutes: Jonathan Bradshaw of The Meetology Lab publishes a weekly 3-minute video blog sharing science-backed insights into social interaction.
  • Wildheart’s Content Kitchen: And of course, here at Wildheart Media we answer your content marketing questions in our 2-minute video blog on the first Friday of each month.

The process of creating a video blog

If you have an existing blog, we’d suggest taking a look at the blog posts you’ve already created and see how you could add video to them. Could you add a video introduction to a particular topic? How about a tutorial guide for something you’ve mentioned in a written post? Or perhaps there’s an important update you’d like to share since a post was first created?

If you’re starting a new video blog you’ll need to decide on your theme or topic. This will differ for every business so think about what your business offers, how you want to position yourself and, most importantly, what will resonate most with your audience. If you need some help coming up with categories for your new blog, check out our video What are blog categories and should I be using them?

Once you’ve established the topics you’re going to cover, you’ll need to follow these steps for each video you post:

  1. Record your video
  2. Upload your video to a video hosting service (not your website)
  3. Create a blog post
  4. Embed your video in the blog post so that it appears on your website
  5. Optimise the blog post for search engines so that people can find it
  6. Repeat on a regular basis

How your blog and videos fit together

Your videos and blog posts should fit together seamlessly. Make sure the title of your video matches the title of your blog post. You should also use the text of your post to expand on the topic – by adding links to other pages on your own site or to useful resources focused on the topic that will be of benefit to your audience.

As always, SEO (search engine optimisation) is important for helping people find your video content. Make sure you fill in the SEO data for every post you publish, including SEO title, description and focus keyword.

Two types of video blogs

To get you started, let’s take a look at two of the main video blog formats.

‘How-to’ video tutorials

This type of video uses a technique called screencasting where you record your voice as well as what you’re doing on your computer. This is a great way to show your audience how to do a particular task, as they can follow your exact movements on the screen.

Check out our Image resizing video to see exactly what we mean.

We create our screencasts using Quicktime, which comes as standard with all Apple laptops and desktops. You could also try Screencast-O-Matic, ScreenFlow (for Mac only) or Apowersoft’s Free Online Screen Recorder.

Pros: This is a super low budget way to get started with your video blog.

Cons: People get to hear your voice but they don’t actually see you.

Bonus tip: You’ll need headphones with a mic to improve the audio quality.

Talking to camera videos

In this type of video you speak directly to camera on the topic of your choice. When making these types of videos you need to remember to:

  • make sure you put your audience first by choosing topics your customers are asking about or would benefit from,
  • prepare what you’re going to say and stick to your topic or script,
  • keep it short and concise – avoid rambling monologues!
  • don’t forget to smile 🙂

Pros: Speaking to camera is a great way for your audience to both see and hear you, which helps to build trust and credibility.

Cons: It can be quite time consuming to get a good delivery, as very few people are naturally good behind the camera. Do several takes and choose the best one.

Bonus tip: Be warm, inviting and welcoming. Always watch what you record and take time to improve your delivery.

How to choose a video service

You’ll need to find a video hosting service to upload your videos to, so that you can embed them on your website. Here are 3 of the most popular video services:


YouTube is by far the biggest and most searched social video platform. It’s owned by Google and has a very large audience, However, it’s not considered a very professional platform, so it may not be right for your business.


Vimeo is favoured by filmmakers, animators and other creative professionals, and has a community of creative types. If this sounds like your audience then this platform could be for you.


Wistia’s main use is for on-site videos, i.e. embedding videos on your website, rather than as a social video platform. It’s primarily used by small businesses and startups and has become the go-to platform for promotional videos for many small businesses. This is the video service we use here at Wildheart.

We’ve created a handy comparison table showing the main pros and cons of these 3 platforms. Hit the button below to see the chart.

View the comparison chart

Video blog kit list

Here’s what you’ll need to actually do your video blogging:

Talk to camera videos

  • iPhone: 6 or higher with lots of hard drive space – 64GB is good.
  • Tripod: Joby is a good brand.
  • Mount: to attach your iPhone to the tripod, e.g. Shoulder Pod S1
  • Microphone: we use Sennheiser Lavalier mics – high quality audio is really important.

Optional extras:

  • Lighting: for a guide to lighting your video on any budget, check out Wistia’s Lighting on the Fly article.

Video software

You can shoot your video using the software on your iPhone, but we recommend buying FiLMiC Pro. It’s what we use here at Wildheart and gives you all the features of a professional video camera at a fraction of the cost:

“FiLMiC Pro turns your mobile camera into a broadcast worthy high-definition video camera, enabling you to create stunning video content with unprecedented control and customization.”

Video editing

If you want to add royalty-free music, animation and graphics to your video, then you’ll need to do some video editing and create some graphics. At the very least you should top and tail your videos with your branding. You can do some simple editing in FilMic Pro, like trimming your video, but it’s touch based which is very fiddly. Depending on your skillset, you may require the skills of a graphic designer for this.

Tip: Even if you have an in-house team or the skills to support extra production, avoid the urge to over-produce your video. Keep it simple and let the content of your video shine. Remember that your videos will take time to build an audience so you need to go the distance. Think in terms of years rather than months.

Some video editing software you could try:

  • Final Cut Pro – by Apple
  • Movie Maker – free video editor from Microsoft
  • Adobe Premiere Pro CC – comes with Adobe Creative Cloud and is quite complicated to set up, so it’s only really practical if you already use Creative Cloud

Over to you

We hope this article has equipped you with everything you need to know to get started with your video blog.

We’ll leave you with our final tips:

  • Stay focussed on your themes and topics – remember your blog categories.
  • Keep your videos short and sweet – it’s increasingly harder to keep people’s attention online so the quicker and simpler you can get your message across, the better.
  • Be consistent – decide on your blogging schedule and stick to it.
  • Think positive and remember – you can have a lot of fun with video blogging!

Now it’s time for lights, camera, action!

Content Kitchen 12: What is video blogging?

Brought to you on the first Friday of each month, Content Kitchen is a series of videos in which our co-founder Guy answers your content marketing questions. Why Content Kitchen? Because they’re recorded in Guy’s kitchen of course!

What is video blogging?

In this month’s Content Kitchen video, Guy takes a look at video blogging. What is it and why might it be a good move for your business? You’ll have to watch our own video blog to find out!

Plus, Guy shares his 3 top tips to help you get started with video blogging.

What next?

In our follow-up post Planning your video blog we dive deeper into the video blog, guiding you through everything you need to know to start planning and setting up your own video blogging series. Lights, camera, action!

How to make your blogs more search engine friendly

If you’ve been following our content marketing blog, you’ll know how important it is to be publishing regular, high quality WordPress blog posts like clockwork, in order for your content marketing to be a success.

So, how do you start getting your blogs noticed by the people that matter – your audience? And how do you start creeping higher and higher in those all-important search rankings? It’s time to dive a little deeper and introduce you to Yoast SEO.

What is SEO?

SEO stands for search engine optimisation. It refers to techniques and best practices you can implement on your website to help your content get found more easily for the key words and phrases most relevant to your business. After all, one of the main reasons for having a website in the first place, is so people can find out who you are and what you do.

SEO generally falls into 2 categories:

  • content SEO – what you can actually see on the page;
  • technical SEO – the stuff you can’t see, like meta descriptions, keywords and alt tags on images.

But it doesn’t stop there. A sensible website structure is also important for SEO. And of course Google loves links to and from reputable sites too.

Despite what many people think, SEO is not about getting to No.1 on Google. In fact, it’s not really about search engines at all – it’s about the humans using the search engines. More specifically, it’s about growing the right kind of audience to help you grow your business.

From a business perspective, blogging is important in raising awareness about your brand and growing an audience of returning visitors who may buy from you and may also be your advocates. SEO is an important consideration for businesses with an established blog as well as those just starting out.

For a more detailed look at search engines and how they work, check out the video in our Top 5 tips for search engines.

Keyword focus

One of the key elements of SEO is keywords. These are words and phrases you can specify as the focus for each page or post on your site that tell Google and other search engines what you want these pages to be found for.

For example, if you’ve written a blog post containing general help and advice about gardening, you might want to set your focus keyword as ‘gardening tips’. If you’re writing about a more niche or specialist topic, or you want your content to be found for something very specific, you would set your focus keyword accordingly, e.g. ‘eco-friendly landscape gardening brighton’.

But be aware that, for the best results, your focus keyword should be used in primary areas like your page heading, excerpt and first paragraph, so if you make it too obscure this will be harder to achieve.

So, stay focused and use keywords wisely. Ensure you stay on topic to make it easier for people to understand the point you’re trying to make.

Format like a pro

The formatting of your blog post is another important element of SEO.

Best practice tips for search engine friendly formatting include:

  • Break up your text into shorter, easy to read paragraphs. This improves the experience for your readers too, as it can be hard to follow long blocks of text when reading on screen. The more white space, the better.
  • Make sure your post is clearly structured – break up sections with subheadings and use bullet points or numbered lists where relevant.
  • Create eye-catching, unique headings people will actually click on. Using questions as subheadings, and featuring your focus keyword in your headings, are both good practices. If your headings aren’t interesting no-one will even see the rest of your content.
  • Google loves links, so make sure you link between your posts and other relevant pages, especially your evergreen content. Links to and from external sites are important too, but make sure these are reputable.
  • Ensure you include a clear call to action at the end of every post. What do you want people to do next: Sign up to your blog? Download a PDF? Book a free consultation? Make it simple, clear and compelling.
  • After drafting your post, scan read it to make sure your readers will get a good gist of the content and key messages just from the subheadings and overall format.
  • Check your html formatting. Even if you’re not familiar with html, you can go into Text mode (rather than Visual) in WordPress and make sure the text isn’t full of gobbledygook. This often happens when copying and pasting from another application, such as Word or Google Docs. To remove this simply highlight your text and click ‘Clear formatting’ from the editing toolbar.

Add your SEO data

Ok, here’s where it gets slightly more technical. But bear with us, we’ll keep this as simple as possible.

It’s very important to add SEO data for every page and post you publish on your website. The best way to do this is by installing the Yoast SEO for WordPress plugin. Why? Because it’s free and has a great keyword focus tool to help you stay on track when creating content for your website.

There’s also a paid version – Yoast SEO Premium – which we use at Wildheart. But if you’re new to blogging and SEO, the free version is more than adequate.

There are 3 main fields you need to complete for each blog post when using Yoast SEO for WordPress:

  • Focus keyword: as mentioned earlier, this is the main word or phrase you’d like search engines to focus on for this post. This is the most important element of Yoast SEO and should always be completed for every blog post.
  • SEO title: by default this is set as the title of your post, but you can edit it if you need to, for example, if your blog title is very long or doesn’t contain your focus keyword.
  • Meta description: by default this is set to the first couple of lines of your opening paragraph. However, for the best results it’s good practice to rewrite this as a summary of the main points of your post and how it will benefit your audience. You can use the same text as your excerpt, as long as it’s not too long – Yoast will tell you if it is.

The snippet preview will show you exactly how your snippet will appear in search results, so you can edit it to fit and make sure it displays correctly.

Measuring your progress

Ideally, you should have both Google Analytics and Google Search Console set up on your site, as these will provide important data as to how your site and content are performing. It’s important to get this set up right from the start.

The most important factor you want to be looking at is engagement. In Google Analytics this means:

  • Average time spent on each page.
  • Number of new and returning visitors.
  • Referrals from social media.
  • Landing pages, i.e. which pages people land on first. How good are your posts at bringing traffic to your site via search?
  • Page bounce rate, i.e. how quickly people land on and leave each page of your site without viewing any other pages. Generally, you want people to click a relevant link and stay on your site for longer.

In Google Search Console this means:

  • Finding out how Google sees your site in terms of keywords and relevance.
  • Ensuring you have redirects set up with no crawl errors.
  • Ensuring your sitemaps are up to date.
  • Ensuring you have no warnings from Google.

If this all sounds a bit too geeky and technical for you, why not check out our SEO Package? We’ll deal with all the important nuts and bolts to make sure your website is set up just right, so you can start growing your business with content marketing.

Our top tips for a search engine friendly blog

The main points to focus on to ensure your blog is search engine friendly are your formatting and SEO data. If you want to go one step further, here are some more things you can do to get those search engines on your side:

  • Make sure your WordPress theme is responsive, i.e. it works just as well on a full sized screen as it does on a tablet or phone. Why? You should show people you care about their browsing experience by making sure your website adapts to their environment. If that’s not reason enough, Google actually penalises sites that aren’t responsive.
  • Make sure your website is optimised for speed. Again, Google penalises sites that are too slow to load.
  • Your images should be optimised too. A picture says a thousand words… but not if it takes too long to load! Check out our guide to creating images for your website for an in-depth look at optimising your images.
  • Google loves links, so make sure you link between your posts and other relevant pages, especially your evergreen content.
  • Make sure all posts have a clear call to action – and only one per post!
  • Review your blog categories – can you simplify and re-organise these for maximum effect?
  • Ensure you re-submit your sitemaps in Google Search Console following any major changes to your site.

Leave it to the professionals

If this sounds like a lot to remember for every blog post, let us dissolve your headaches.

If you sign up to our Blog Package we’ll do all this for you and more. We’ll edit, format and publish your posts, making them search engine friendly and measuring their progress. And we’ll do it all like clockwork.

So you can get back to doing what you’re good at while your business grows.

See how we’ve helped our clients

Power your content marketing with a content calendar

Blogging is standard practice for any business wanting to grow online. In fact, it’s become central for successful content marketing. Why? Read this post to find out.

If you’ve been following our yoga marketing blog you’ll know how to write a great blog post, what evergreen content is and why you should be creating it. You’ll even know how important categories and tags are for your blog.

You should also understand how important it is to write your own content, because no-one knows your business and customers like you do.

And you probably know that in order for your content marketing to work you need to be creating regular, high quality content tailored for your audience, like clockwork.

But “How do I do that?” we hear you cry. With a content calendar of course! By the end of this post you’ll know exactly what a content calendar is and how to use it, and you’ll even be able to download the one we share with our very own customers.

What is a content calendar?

A content calendar is a very useful tool for scheduling all the content you intend to publish.

It allows you to capture your blog posts, email campaigns and social sharing posts in one place, which means you can see the bigger picture of your content marketing efforts.

Using a content calendar enables you to plan ahead, to think about how your posts logically fit together, and to think about what your audience needs to know and what you want to teach them.

Preparing for your content calendar

To get the most out of your content calendar it’s a good idea to do the following first:

Review your blog categories

Ensure your blog categories are clear, relevant and being used appropriately.

We recommend 8 categories as the absolute maximum, but between 4 and 6 is optimum.

For more advice and helpful tips, read How to organise your blog categories.

Research your blog topics

When researching blog topics for our own customers as part of our SEO Package, we use a combination of keyword research and topic research.

You want to choose the topics that are the most relevant to your audience, always asking “How can I help my audience solve their problems?”

Check out How to choose your blog topics for an in-depth look at this process.

How to use a content calendar

Ok, so now you’ve done the groundwork you can start creating your content calendar.

Or better still, download our free template and you can start loading it straight away. Simply complete the form at the end of this post to subscribe to our weekly content marketing blog and you’ll get your free content calendar, as well as other useful goodies.

Here’s how you load the template with your own content:

  1. Start by filling in your dates. Our template is based on publishing one blog post per week over a 3 month period, but you can easily edit this to suit. You might even want to start a new tab for each 3, 6 or 12 month period.
  2. Then complete the coloured sections in column B according to your own setup, i.e. your blog categories, your email lists (if you have more than one) and your social media networks. Add or delete rows in each section as necessary to tailor the calendar to your own business needs.
  3. Now you can schedule your blog posts based on the topic research you’ve done, by entering your blog headlines in the appropriate category and date cells. You should use an even spread of categories to help steer your post frequency.
  4. Once your blog posts are loaded into the calendar, you can then add the dates and times that you’ll publish your email campaigns and social media posts. If you use a social media scheduling tool like Hootsuite, you can set these up in advance, rather than having to post at a certain time and day.

And, hey presto, you’ve just scheduled the next 3 months of your content! You can now use your calendar to keep on top of your posts, to see all your content marketing efforts at a glance, and to know when you need to start thinking ahead for your future posts.

Tips for using a content calendar

If you get in the habit of using a calendar to organise your content, you should find it gets easier and easier to think about new topics, to stay on top of your content marketing, and to keep publishing regular, high quality content like clockwork.

Here are our top tips for getting even more mileage from your content calendar:

  • Because we like to stay organised at Wildheart, we use the strikethrough option in Excel to cross off each post and update as it’s published. That way it’s easy to see where you’re up to in the calendar. And it always feels good to cross things off a list!
  • Already done your blog topic research? That’s fantastic, well done! But don’t stop there. Ideally you want to already be thinking about your future posts. Always keep your blog topics in the back of your mind and be on the lookout for new opportunities. The more you can stay on top of your content schedule, the easier it will be to keep publishing regular content.
  • Planning a website redesign? You should use both our:
    • website content audit to help evaluate your existing content and reorganise your blog categories, and our
    • content calendar to help organise the content you want to publish after the launch (use the form at the end of this post to download the template).
  • Use Google Analytics to measure how popular your posts are. If you have comments and feedback on specific posts on social media, you can use this engagement to spark ideas for follow-up posts within your chosen categories.
  • The content calendar is great for solo operators but it’s even better for teams, as it allows you to share and collaborate. Use it with your own cloud storage, like Google Drive or Dropbox, for powerful collaborative teamwork.

So, now you know what a content calendar is and how to use it, there’s only one thing left to do – sign up below for your FREE content calendar template and start loading your schedule today!

How to choose your blog topics

As we saw in last week’s Content Kitchen video, choosing blog topics can be a daunting prospect.

You know that blogging is essential for content marketing and that you need to be publishing regular, high quality content in order for your content marketing to be a success. But when it comes to knowing what to write about, where do you start?

Keeping it simple

Well, the answer is surprisingly simple: you start with your audience.

There’s no point choosing topics at random or writing about what you find interesting, if it’s not going to engage your audience. So you need to direct your focus towards the people you want to attract to your business. What do they want to read about? What will they find interesting? What will they find useful?

This is not a science but rather an empathetic exercise, as you try to work out what your audience would find interesting and relevant to their business.

This sounds obvious but it’s actually surprisingly difficult to put into practice. Let’s dive a little deeper.

Who is your audience?

Your audience is made up of different types of people:

  • First time visitors – those who have found your site through Google or social media.
  • Readers – those who occasionally or regularly read your content.
  • Subscribers – those who’ve signed up to your blog or mailing list.
  • Leads or potential customers – those who’ve expressed an interest in your product/service or are likely to buy from you in the future.
  • Customers – those who have already bought from you, and may well continue to do so.

There’s a big difference between your customers – who already know your brand – and the rest of your audience – most of whom have never met you or done business with you. Your job is to fill in the gaps between these groups.

Generally speaking, your blog posts should be ‘soft sell’ where you give value by educating and sharing your expertise with the goal of building a loyal audience. Regular blogging is a great way to build rapport with your audience as they get to know you through the tone and content of your posts.

3 steps to choosing your blog topics

At Wildheart we have a standard process to help our customers choose the blog topics that are most relevant for their audience. We do this as part of our SEO Package.

We want you to get the most out of your own content marketing efforts too, which is why we’re going to share our process with you.

By the end of this post you’ll have the tools you need to be able to think more deeply and empathetically with your audience. You’ll also be ready to start loading your own content schedule, which we’ll be giving away free next week.

So, here are those 3 steps to choosing your blog topics:

1. Customer profiles

This is the most important stage, as it sets out who your customers are, what motivates them to buy from you, and how they’re likely to interact with your business.

We use a standard set of questions to find out more about your customers, which we then turn into a customer profile outline using a standard template.

This includes questions like:

  • What are their goals?
  • What are they passionate about?
  • How will they be able to afford you?
  • What problems do they have?
  • How does your business help them?
  • How could your business help them in future?
  • What resistance to buying do they have?

We usually create 3 customer profiles for each client, as most businesses have more than one main type of customer.

Customer profiles are a very useful tool for any business to create, as they help you to think about your customers in more depth and to put yourself in their shoes. They’re very handy when thinking about content and blogs on your site, as you can ask yourself “Is this relevant to customer X, Y and Z?” or “How would customer X, Y and Z react to this content?”

Bear in mind that over time your customer profiles may change, so they are not set in stone. If you’re launching a new product or service it may attract a very different type of customer than your existing business does, so you may want to re-visit your customer profiles and add to or amend them as necessary.

2. Keyword research

Once you have a better idea of who your customers are and what they want, the next stage is to do some keyword research.

Based on your customer profiles, you should be able to come up with a list of words and phrases that your 3 types of customers are likely to use online, when searching for the kind of product or service you offer.

So now you can do a little research around those words and phrases to find out how often they’re actually used as search terms.

There are 2 free online tools we use for this:

Google AdWords Keyword Planner

The Keyword Planner offered by Google AdWords is probably the best and easiest free tool for your keyword research.

Let’s say we’re searching for the term ‘content marketing’. You can enter this as your product or service and set the targeting criteria, e.g. UK, English, Google. You can select a date range and you can also customise your search using further variables.  

Google AdWords Keyword Planner screenshot

Using a basic search, you can see that the average number of times people have searched for this exact keyword is between 1,000 and 10,000 per month, which is fairly high. You can also see that this keyword has a medium level of competition.

The tool will also give you related keywords, showing the average monthly searches and competition levels for each. This can help you find more blog post opportunities and may flag up relevant topics you hadn’t even thought about before.

Keep in mind that a high volume and low competition are important, but relevance trumps both of these. So stick to relevant keywords and phrases for your industry, product or service and don’t stray too far off topic!

Google Trends

Another useful tool for keyword research is Google Trends. This gives slightly different results to the Keyword Planner and, as the name suggests, is based around keyword trends.

If we search for ‘content marketing’ in the UK over the last 5 years, you can see that this term has been steadily gaining popularity, with a few key peaks and troughs.

Google Trends screenshot

Google Trends allows you to compare several search terms to see how they’re trending in comparison to each other. This is useful because it can help to inform your choices about which key terms to feature in your content.

For example, if you discovered that ‘hairdresser’ was on a downward trajectory, but that ‘hair salon’ was trending upwards, you might want to use the latter term throughout your website and blogs, in order to stay in tune with your audience’s behavioural trends when searching online.

3. Topic research

The third stage of your audience research should be around topics. Using the keywords you identified in stage 2, you can carry out some topic research to find out what’s trending around those keywords right now.

Here’s a free online tool we use for our topic research at Wildheart:


BuzzSumo allows you to search for the most shared articles on a certain topic over a particular time period. So, if we search for ‘content marketing’ over the past 6 months, we get something that looks like this:

BuzzSumo screenshot

You’ll be able to see the heading of each article, where it was published, and how many times it’s been shared across various social media channels. You can follow the links to read the articles so you can get a feel for what kind of content is the most popular, e.g. the tone of voice, the angle or opinion of the author, whether the article is informative, educative, entertaining, amusing, etc.

By searching for your keywords, plus any related terms you came across in your keyword research, you can find out what topics are trending right now, and gather ideas for potential blog posts that will be relevant to your audience.

Topic research should give you some good ideas about what to blog about for your audience right now. But you should always be thinking longer term too. Why? Because you want to be creating evergreen content that actually becomes more useful over time.

Topic research may also show you potential content gaps that you can fill. Remember to always ask yourself “Would customer X, Y and Z find these topics interesting and useful?”

It’s easy to get lost in the tools, so always come back to your customer profiles and trust your instincts and gut feel.

What’s next?

Ok, so now you have an idea of the kinds of articles you could write around topics that your audience will respond well to. What’s next?

The next step is to create a content schedule. This will help you plan your blogs, organising them into categories and deciding how and when to share them across your email marketing and social media.

The good news is that we’ve already created a content schedule for you! Tune in next week when we’ll be introducing you to the power of the content calendar and giving away a free download that you can use time and time again to help you get organised with your content marketing.

Does this sound like too much hard work?

As you can see, there’s potentially a lot of work involved in researching your audience in order to make informed choices about your blog topics. If you’d prefer to get back to doing what you’re good at whilst growing your business, why not let us help you?

As part of our SEO Package we can do all the research needed to help you determine:

  1. who your audience is,
  2. what content they want and
  3. how to keep them coming back for more.

We’ll also fine tune your website to ensure it has everything it needs for you to start successfully growing your business with content marketing.

See how we’ve helped our clients

Content Kitchen 6: What should I blog about?

Brought to you on the first Friday of each month, Content Kitchen is a series of videos in which our co-founder Guy answers your content marketing questions. Why Content Kitchen? Because they’re recorded in Guy’s kitchen of course!

What should I blog about?

If you’ve been following our content marketing blog, you’ll know how important regular blogging is in order to grow your business with content marketing. But choosing blog topics can be a daunting prospect. Where do you start? How do you know what to blog about?

In this month’s video, Guy gives an introduction to choosing blog topics and shares the one thing you should always keep in mind.

What next?

Check out our follow-up post How to choose your blog topics for a more detailed guide to the process we follow with our own customers to help them choose the most relevant blog topics for their business and audience.

Also, keep an eye on our content marketing blog. Next week we’ll be introducing the idea of a content calendar, including giving away a free download to help you get organised with your content marketing.

So watch this space!

How to craft awesome blog content

Writing content for your blog can be a daunting prospect. Especially if you’re not a confident writer or you don’t know where to start.

If you haven’t read our 7 steps to writing a great blog post then it’s a good idea to start with this, to get an overview of everything that’s involved in creating a great post. Today we’re going to dive into the detail of how to actually write your content.

Ok, let’s assume you’ve researched your audience and chosen a relevant topic for your blog post. And you’ve written a killer headline for your post too, right? If not, read How to write killer headlines for your blog first.

So, now you’ve got the basics down, what next? Here comes the really daunting part… writing the actual body of your blog post. Gulp!

But don’t fear, Wildheart Media is here! Simply follow our foolproof guide to crafting awesome blog content and you’ll be writing like a pro in no time.

The ultimate guide to crafting awesome blog content

1. Deliver on your promise

The most important thing to remember when writing a blog post is to deliver on your promise. Remember that killer headline you just wrote? Well now you need to deliver on it.

If your headline is “8 Public Speaking Techniques To Wow Your Audience” and you only deliver 6 techniques, or you don’t make it clear which are the 8 techniques in your post, your readers will lose faith in you. Similarly, if your headline is “How to Plan Meals and Make Your Life Easier”, but your readers are left feeling dissatisfied after reading your post, they’re unlikely to come back for more.

It’s absolutely essential that you instil a sense of approachable expertise and authority into your blog content, as this will leave your readers feeling informed and provided for, and will help to build a strong reputation in your industry. Not delivering on the promises you make in your headlines can damage your business and your brand.

2. Write an outline

The best place to start is with an outline. It’s much easier to write your copy when you have a structured framework to hang it from.

Try asking yourself these questions:

  • How will your post benefit your audience?
  • What action do you want your audience to take?
  • What are the main points or messages you want to get across?
  • Is there a particular stance or angle you’d like to approach the topic from?
  • If you’re writing a list post, what are those list items?
  • Can you break the post into sections and create sub-lists of the key points in each section?

You might want to create a template for your blogs to make it easier to write your outline each time. At Wildheart we use a blog brief with our clients, which allows us to capture things like title, category, benefits, excerpt, call to action and SEO data for each post.

3. Do your research

Depending on your topic and industry, you may need to do some research in order to write your post. What are others’ views or opinions of the topic? Are there pros and cons or differing arguments you want to get across?

You might want to see what your competitors are saying or doing around the topic.

You might want to look at how this topic is trending online or across social media networks.

Are there useful articles you could link to? Or relevant quotes you want to include? Make sure you include exact quotations and references to original sources.

4. Introduce yourself

Well, ok your topic.

This is where we get into the actual writing. Firstly, it’s good to include a paragraph or two of introduction to summarise what the post is about.

This is where you need to engage your readers the most. After the headline, the first few lines of your blog post are crucial for grabbing your readers’ attention. If they lose interest at this point, or aren’t intrigued enough to carry on reading, they’ll simply look elsewhere.

Remember: humans browsing content online are fickle, impatient creatures! So, make sure your introduction is entertaining and relevant, and this will encourage them to keep reading.

5. Body language

Next it’s time for the main body of your post. But don’t panic! Simply refer back to your knight in shining armour – your outline.

Go back to those key points you listed and tackle them one by one, ensuring you’re writing clearly, simply, and in a tone that will resonate with your readers.

Your primary aim is to inform and educate. Remember you want to instil a sense of expertise and authority with your post whilst remaining approachable. Try not to come across as too arrogant or passionate, though – just present the facts, as well as your business’s point of view, and use quotes and links to back up where relevant.

The secondary aim of your post is to entertain your audience. They want to learn something from you, but it’s much easier to hold their attention if you can entertain them at the same time. And we don’t mean telling jokes or acting like a clown! See if you can weave in some interesting anecdotes, a funny story, or use a light hearted, chatty tone. But don’t overdo it! Try to remain professional and stick to what you know and feel comfortable with, otherwise there’s a danger of putting your audience off.

6. Come to a conclusion

You can conclude your blog post by summarising and reminding your readers of the key points.

Check back to your outline – have you covered everything you set out to cover? Did you get your main messages across clearly and simply?

Make sure you check back again to your headline. Have you delivered on your promise? The conclusion is a good place to link back to your initial promise, tying off your post nicely.

7. Include a call to action

And last, but by no means least, ensure you’ve included some kind of call to action.

What do you want your readers to do next? Sign up to your email list? Contact you for a free consultation? Download a free guide?

Whatever it is, make sure it’s clear, concise and easy. Apart from educating and entertaining your audience, one of the main reasons for writing your post is to call your readers to action. So make sure they know exactly what you want them to do once they get to the end of the post.

So, what’s the call to action for this blog post? Read our new case studies!

See how we’ve helped our clients

How to organise your blog categories

Last week, Guy introduced the topic of blog categories in this month’s Content Kitchen video. In this post we’re going to dive a little deeper into using categories and tags for your blog.

Why do I need tags and categories?

The short answer is: to help people find your content more easily.

You know that publishing regular, good quality content lies at the heart of content marketing. And you know you need to get your content out there, in front of the right audience. Well, using categories and tags is one way to help ensure that people searching for content like yours can actually find it.

It’s surprising how easy it is to get this wrong. Many personal and business blogs don’t have a clear categorisation system, mismanage their categories, or totally overuse tags and categories to the point where it’s very difficult to find anything at all!

If you have a WordPress website, “Your posts will appear in the Topics listings of any tags or categories you use. Therefore, assigning tags and categories to your post increases the chance that other WordPress.com users will see your content.” (WordPress.com support)

Your category archive pages, i.e. the landing pages for your categories, are very important for your SEO (search engine optimisation) and are mandatory in WordPress. For a more detailed look at boosting your website’s SEO through the use of tags and categories, check out this article from Yoast.

So, what’s the difference between categories and tags?

To use a kitchen analogy, categories and tags can be compared to salt and pepper. In a nutshell, categories are essential – like salt; tags are optional – like pepper.

Categories are used to broadly group your post topics together, e.g. “Email Marketing”. Tags have a narrower scope and are used to describe your post in more detail, e.g. “MailChimp”.

Categories are limited to a handful across all your posts, and are set by you when you start your blog. Tags are limitless and new ones can be assigned to each post at any point.

For example, if you’ve written a post for your wellbeing blog about hot stone massage for back pain, you could include it in a “Massage” category. If you want to add more detail, you could then apply tags for “hot stone massage”, “back pain”, “therapeutic massage”, etc.

I’m new to blogging – how do I get started with categories and tags?

It’s best to start with categories first, as each post you write needs to be attached to at least one category – although we’d recommend sticking to only one category per post. Tags are entirely optional, so you can always add these later if you want to describe your post in more detail.

Try this:

  • Start by coming up with a list of about 6 blog posts you plan to write.
  • Can you group them together?
  • Think about the categories they naturally fall under and, hey presto, you have your category list!

Or, you could start with your categories first:

  • Start by making a list of 4-6 categories within your industry or area of expertise.
  • Now come up with at least 2 blog posts that fall into each category.
  • If you can’t think of any posts to write within a category, there’s no point keeping it. You can always add a category later if it looks likely you’ll be writing a lot of posts on that topic.

How many categories should I have?

Well, that really depends on your industry or area of expertise, and how many topics and sub-topics you’re likely to be writing about.

We’d suggest that any more than 8 categories is excessive. The idea is to group your posts systematically so your readers can easily find the content that interests them.

Between 4-6 categories feels about right. Too many will make your content harder to find. If you have too many categories then consider reducing them and supplementing with tags.

Remember: keep your categories clear and simple!

I have an established blog – how do I re-categorise my posts?

If your categories are all over the place and you want to get more organised, the best way to re-categorise your blog is with our free Website Content Audit spreadsheet. This is a handy tool for anyone planning a website redesign, and includes a blog section to help you re-organise your blog posts.

Just follow these simple steps:

  1. Download the Website Content Audit spreadsheet by completing the form at the bottom of this page.
  2. Add all your existing posts to the Posts tab, being sure to complete the Existing Category column.
  3. Evaluate the categories with the least number of posts and decide whether any categories can be merged together, e.g. if you have a “Student Interviews” category and a “Teacher Interviews” category with only a few posts in each, you might choose to merge these into a broader category called “Interviews”.
  4. Assign your new categories using the New Category column of the spreadsheet.
  5. Rename your existing categories and/or add your new categories in WordPress (dashboard > posts > categories). It’s a good idea to include a description to help you categorise your posts in future.
  6. Go through your list of posts in WordPress and re-categorise them using your new/amended categories.
  7. You can now sweep through and delete any old categories, as long as there are no posts assigned to them anymore (check the Count column on the Categories page in WordPress).
  8. Finally, don’t forget to check each category landing page, e.g. wildheartmedia.com/category/email-marketing

Our top tips for using blog categories

As a reminder, here are our top tips for getting the most out of your blog categories:

  • Start by sorting out your categories first. Tags are optional and can be added later.
  • It’s best to assign only one category per post.
  • Keep your categories clear and simple.
  • Limit your categories to between 4-6 – be disciplined!
  • Ensure you’re regularly writing in each of your categories, or else consider merging/removing some.
  • Use our handy Website Content Audit spreadsheet to help re-categorise your blog.
  • Don’t forget that category archive pages are very important for your SEO and are mandatory in WordPress, so make sure these are clear and well formatted.

Need help sorting out your blog?

Our Essential Setup package includes everything you need for ensuring your blog, as well as the rest of your website, is in tip top shape to start growing your business with content marketing.

We’ll help you carry out an audit of your website, review your blog categories, make topic suggestions and create a content schedule with you.

You can then move on to one of our Monthly Content Marketing packages where we’ll ensure you’re getting the right content in front of the right audience time and time again. All you do is supply the content; we’ll take care of the rest.

Check out the Packages we offer, then Book a Free Consultation and we’ll walk you through the details.