Tag: Content Creation

Content creation is at the heart of content marketing. Our articles give you all the tools and knowledge you need to create awesome content for your wellbeing website, blog, email campaigns and social media posts.

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?

Book a Free Consultation


A first-timer’s experience of WordCamp Europe — Berlin 2019

If you’ve been following our blog for a while, you’ll know that Wildheart Media is a remote business. This is why WordCamp Europe 2019 was an extra special event for the Wildheart team. It was the first time that Guy Anderson, Hannah Moss and I (Ehron Ostendorf) all met in person.

As a first timer to WordCamp Europe, I highlight some of the talks and workshops we went to and give you some top takeaways from each. I give you my overall impressions on the event and also share my feelings about spending time with the Wildheart team at the end, so read on if you’re curious what each of us are like in ‘real life’.

What is WordCamp Europe?

WordCamp Europe is a yearly conference all about WordPress, a free open-source content management system (CMS) also referred to as a website hosting platform. Over 30% of all websites on the internet are powered by WordPress.

WordCamp Europe takes place in a different European city each year and this year, Berlin saw the largest number of attendees to date (about 3,000). In order to not have too many people crammed in one space, there were simultaneous conference slots throughout the day with topics ranging from content and SEO to design and coding. Below I highlight the conferences we went to as well as a workshop we attended.

The big, bad content planning workshop

On the first day of the conference (Friday 21st June), the Wildheart team participated in a workshop with limited space. I was the last person to get a spot for this workshop, so you can imagine how special I felt! Our workshop leader was Vassilena Valchanova (Vassy for short), a communications specialist from Bulgaria.

Highlights from this workshop

  • Learning tips for Facebook Insights and AdsManager
  • Studying Google Analytics
  • Gaining knowledge on new tools to use, such as:
  • Creating customer personas (which we’re also familiar with)
  • Great content ideas

Takeaways from this workshop

Through Facebook Insights, we walked through Vassy’s PowerPoint presentation and practised creating our audience based on location, age and sex, interests and other pages they liked. Google Analytics was similar, but it was interesting to learn the differences between the two.

We also took time to create customer personas so that when we write content we can aim it towards this type of potential customer.

The new tools Vassy shared with us were fascinating — Hotjar is a user feedback and behaviour analytics service that allows you to add different tools to your website, such as polls, a heatmap (to see where people go on your site), visitor recordings (which takes no personal info), and many other tools like surveys and feedback forms.

Hotjar Screenshot

AnswerThePublic is a great way to help you form content. I searched ‘yoga’ as an example. What’s fascinating is that you can see how certain searches are more popular than others, e.g. you can see that ‘yoga vs pilates’ has a much larger search volume than ‘yoga vs massage’, which can help you decide on topics for  your next blog post.

AnswerThePublic Screenshot

AnswerThePublic only gives you a few free searches per day, so you can also use Neil Patel’s Ubersuggest. This is a less advanced tool and similar to AnswerThePublic, but you get unlimited searches.

SimilarWeb gives you the tools to research your competitors and see what keywords are working for them, how their website ranks and what brings people to their sites. SimilarWeb can also help identify trends to help with your SEO strategy and blog writing.

Matt Mullenweg

After lunch we saw Matt Mullenweg, a web developer, entrepreneur and most importantly co-founder of WordPress. He gave everyone a warm welcome and discussed the launch and upcoming changes to WordPress’s newest page builder, Gutenberg.

Matt Mullenweg WCEU 2019

Variable fonts: The future of web design

After Matt’s talk, I saw a conference on ‘Variable fonts: The future of web design’. The big takeaway from this talk was that using heavy text throughout your site (imagine if everything was in bold on your site) will actually make it load slower than if the text was thinner, i.e. Roboto ‘thin’ vs Roboto ‘black’.

Understanding what makes a website landing page convert

I ran to another building to catch the next talk, ‘Understanding what makes a website landing page convert’. This showed us how we need to create a customer persona and then take that persona on a journey through our site. For a yoga website, this would mean creating a landing page with text and specific pictures to reach a particular type of audience.

Semantic content in a block editing world

The next talk was on ‘Semantic content in a block editing world’ which focused on the WordPress Gutenberg plugin. The speaker discussed the need for websites to be more interactive and to keep the content structure distinct from its presentation. So, formatting our text to make it easier to read, not simply shoving all the content into one, large text block.

How better performing websites can help save the planet

On Saturday, we started the day off strong with a talk on ‘How better performing websites can help save the planet’. This taught us how the internet as a whole leaves a CO2 footprint larger than most countries. If that statistic got your attention, then keep an eye out for Hannah’s upcoming blog post that covers this talk in detail and gives you tips on how to reduce your own website’s carbon footprint.

Get things done! 7 tips to save time

I watched ‘Get things done! 7 tips to save time’, which mostly reminded me of processes I already follow and tools I use. The speaker mentioned using online organisational tools like Trello to keep track of your tasks, following a regular routine, and allowing yourself micro breaks to check your email, walk around and stretch, etc.

Copywriting tricks, techniques, and CTAs for bloggers and marketers to improve conversion rates

The last two talks were wonderful back-to-back content talks. The main takeaways from ‘Copywriting tricks, techniques, and CTAs for bloggers and marketers to improve conversion rates’ were: find a strong headline for your blog post (question, call to action, address concerns, etc.), and pair that with a striking image, because images and strong headlines will draw people in.

Reduce, reuse, and recycle — 7 ways to repurpose content and maximise your efforts

The takeaways from this talk about recycling content were:

  • Seasonal cleanups — taking an audit of all your blogs, updating posts, getting rid of irrelevant posts, etc.
  • Content splintering — chopping up content into smaller pieces to share on social media.
  • Content stacking — combining blog posts into larger pieces like an ebook.
  • Media swaps — taking blog posts and making a video out of them and vice versa.

My summary of WordCamp Europe 2019

The whole event was tiring, yet energising and invigorating. These talks and the whole conference gave me the tools, knowledge and confidence to take all the information and actually turn it into actionable goals. I think WordCamp is a very useful and well-organised event and I look forward to going again.

So, what’s the Wildheart team like?

I clearly saved the best for last. The team had a wonderful time visiting the sites of Berlin from walking the streets around the Brandenburg Gate (Brandenburger Tor) to taking a boat tour along the Spree river. I also had an amazing time at a shared co-working space called Space Shack where the team discussed the future of Wildheart and worked together on some projects.

But that’s just the surface stuff, I’d rather share something more authentic. Before I left for Berlin, I had a whole approach to the trip figured out. I was prepared to be professional and business-like, yet courteous and polite. We all have certain ways we think we should act around certain people, right? Although we did accomplish work and attend a professional event, I was immediately made welcome and within the day, our barriers melted away and we had deep, meaningful conversations. I had dinners and outings with Guy and Hannah and if I could explain the Wildheart dynamic, it would be as if we were friends, siblings, and coworkers to each other all at once.

This was highlighted further during the WordCamp after party, which was ‘80s themed — one of my favourite moments was dancing with my team, having fun and being able to be myself.

I’ve worked remotely before and I’ve had the opportunity of working for different kinds of people with many different temperaments. This has been nice ‘world experience’, but from my perspective, getting closer to those businesses wasn’t successful for me. So, I had grown to be more cautious and skeptical while I was at work.

Spending time with the Wildheart team was the first time I could legitimately say  that I felt part of a team — somewhere I belonged. As yogis, I’m sure you understand what I mean when I say that I’ve found a tribe that I vibe with, a place where I feel respected, where I can contribute something meaningful.

The Wildheart team also got to hang out with Russell Hrachovec from Make It Red, a design agency in London, and Nick Schäferhoff, a freelance blogger and online marketer based in Berlin. They both made great companions and we had a lot of fun together!

WCEU Berlin 80s After Party

Thanks for reading my in-depth overview of my WordCamp experience. If you’ve thought about getting more knowledge on improving your site and business, consider attending WordCamp Europe 2020 in Porto, Portugal — we’ll see you there!


Marketing Tip #6: Should your links open in the same window or a new tab?

Our 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!

Opening links in the same window vs a new tab

In this month’s video Hannah gives a general guide for when your website links should open in a new tab and when they should open in the same window. She gives some examples and shows where you can set this in WordPress.

Watch our 5-minute video, or read the transcript below, to find out more.

Video transcript

[00:00] Hi, it’s Hannah from Wildheart Media here. In today’s Marketing Tips video I’m going to be looking at whether links in your website copy should open in the same window or a new tab. Now, it’s really good to include lots of links throughout your website, either to other pages on your website or to external relevant websites, because Google likes to see you linking to other relevant content and it will actually help your search rankings over time.

[00:30] Now, there are lots of different trends and preferences that come and go when it comes to opening links in a new tab or the same window, but what we always suggest at Wildheart is – as a general rule – any internal links that are linking to other content on your own website should open in the same window. And any external links that are linking to other people’s websites should open in a new tab.

[01:00] But there are a few exceptions to this, so let me show you some examples. So, this is one of our blog posts that we wrote about GDPR and email marketing and if I scroll down, you’ll see there’s a link here where we talk about an article from MailChimp. Now, because this is linking to an external website, if I click on it you’ll see that it’s opened in a new tab. And this is because we don’t want to lose people off our site, so once they’ve come over here and read the information they need, they can click back into this tab that’s still open and they can carry on reading the blog post. If we opened this in the same window we would have actually lost them off the website. The only way they can get back is to use the back button in their browser, but they might forget to do this, they might get a bit lost in what they’re doing, they might start reading other information on the MailChimp website, and we’ve basically lost them. So, that’s an external link so we open it in a new tab, so that our existing website is still open in the original tab.

[02:06] So, if I scroll down to the bottom of this blog post, you can see that our call-to-action (the button that we have at the bottom of this post) is to contact us – that’s what we want them to do next. And because that’s an internal link, we open it in the same window, because they’ve already finished reading the post and what we want them to do next on our site is come to this page, Contact Us. So we open that in the same window.

[02:35] So, one exception to this rule is, say you have a form like this one on our contact page, and you want to give them a link to the privacy policy, because you want them to agree to it. If I start typing an email address, you’ll see this checkbox appears down here saying, “I have read and agree to the privacy policy.” Now, although that’s an internal link, if we open it in the same window, again we’ve kind of lost them. They might have forgotten what they were doing, they might not remember to click back to finish sending this form. So, although that’s an internal link, we open it in a new tab so that they can come in here, read the privacy policy and just flip back to the original tab and carry on submitting this form. So that’s an example of an internal link that you’d actually want to open in a new tab.

[03:32] Another example where you would definitely want to open a link in a new tab is, for example, if you’re running a yoga business, or any other business where you have a booking system. Now, particularly for yoga and wellbeing businesses, that might be MindBodyOnline, or Tula, or a similar booking system. And, if you have a link that says “Book this class” or “Buy a class pass”, that link is going to take them into your booking system, which is essentially another website. So, again, you don’t want to lose them. You want to make sure that those links open in a new tab so that your website is still open in the original tab, so they can come back in, they can carry on reading, they can book other classes, and so on.

[04:21] So, I’m just going to quickly show you how to make sure your links open in a new tab or the same window. Now, the same principle applies whether you’re using the normal WordPress editor or whichever theme or editor you’re using. In our case we use the Tatsu page builder on our own website. So, I’ve just come in here to that same place on the GDPR blog post. Here is the link in the post and here it is in the actual editor. And if I just click on that link, you can see these options come up. This is your edit button. If you click on that you then get this cog symbol with your link options, and here is the checkbox that says whether you should open it in a new tab or not. And we do want this one to open in a new tab.

[05:04] So that’s basically all you do. This editing system is pretty much the same in most WordPress editors. There should always be an option to tick the box to say open it in a new tab, so that’s where you can decide whether to or not. Sometimes, you might actually need to enter the html itself, which is called a “target blank” and I will include the code for that in the transcript for this video: <a href=“https://yourURL.com” target=“_blank”></a>

[05:33] But otherwise, that’s basically our general guide on whether your links should open in a new tab or the same window. OK, I hope that’s helpful and if you need any help with your marketing, do fill out the form below this video, and we’ll include it in our next Marketing Tips video. Thanks and see you next time. Bye!


Marketing Tip #5: How to send large files for free

Our 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!

How to send files that are too big to email

In this month’s video Hannah has a great tip for sending large files, without having to mess around with Dropbox accounts or other online storage tools. All you need is one simple website!

Watch our 3-minute video, or read the transcript below, to find out more.

Video transcript

[00:00] Hi, it’s Hannah from Wildheart Media here. In today’s video I’m going to share a really useful way that you can share large files with people. So, most email clients only allow you to share files up to about 25MB, and if you have a file that’s larger than that, what do you do? So, it might be a video, it might be a large image, it might be a document.

[00:25] There’s this really useful tool you can use, that’s free, and it’s called WeTransfer.  And we use this a lot at Wildheart to send files to people. So, all you do is you go to wetransfer.com, and if this is the first time you’re visiting, you might need to just agree to their terms and conditions. And all you do is you go to ‘Add your files’ here. Now, you can see that you can add a file up to 2GB in size. If you do need to send anything bigger than that, you would need to upgrade to WeTransfer Plus. But this free version is great for anything up to 2GB.

[01:00] So, let’s say that we want to add this, we have a yoga photography guide which is a PDF and it’s almost 40MB, so it’s too big to send via email. So, I’m just going to attach that file there. And then, let’s say I’m just going to send it to myself actually, and it’s from me. And there’s space to put a message in here, which will come through in the person’s email inbox, and I usually just mention, so I’ve said ‘Hi there, Here’s the file we discussed. The link will expire in 7 days so remember to download it before then.’ WeTransfer does remind them in the email of this, but I always like to put it in the body text as well. So, they’ve got 7 days to download the file and then it’s theirs to keep forever. And if they’re not able to do it before then, you’ll have to send it to them again.

[02:00] So that’s all you do, you add all your information in here and hit ‘Transfer’. And then it will let you know once it’s done. You’ll get an email confirmation to tell you once it’s sent and also, once the person has downloaded the file, you’ll get another email confirmation, so you know that they’ve received it and they’ve downloaded it. And there you go, you can see it’s all been done, so that was actually really quick.

[02:30] So, that’s just a really useful tip, a really good tool you can use, wetransfer.com, to allow you to send any file up to 2GB in size. OK, I hope that’s helpful. And if you need any help with your marketing, if you’d like us to feature a tip in our next video, just fill out the form below this video. And I’ll see you next time. Thanks. Bye!


Do you need to create digital products for your yoga business?

In the penultimate post of our Art of Marketing Your Yoga Business series, we looked at how important it is to create videos in order to run a successful yoga business.

In this final post, we go one step further to find out whether you should be creating digital products for your yoga business.

What are digital products?

So, what exactly do we mean by digital products? Well, these are any products that you create online that you sell or give away through your website or other online marketing methods. For example, online courses, video tuition, e-books, audio files, digital images or manuals and other written materials in electronic format.

How do digital products relate to your yoga business?

Digital products can be applied to almost any business. In the case of yoga, the most obvious example is an online yoga course, or a series of instructional yoga videos. But you could also create an e-book about some aspect of yoga, a downloadable PDF guide to practising at your yoga studio, or perhaps a series of digital images that can be purchased for use online.

Of course, there are many physical products related to your yoga business that can be sold through your website, such as t-shirts, mats, bags, books, DVDs and so on. But in this post we’re specifically considering products that are made electronically.

Examples of digital yoga products

We’ve worked with lots of yoga businesses, many of whom have found great success in selling digital products online. Here are a few examples:

Yoganatomy

David Keil of Yoganatomy is one of the world’s leading authority figures in yoga anatomy. He’s been running his website and blog for over 15 years, and in the last few years has moved into creating online courses. All of his video-based courses are very popular and his anatomy courses for Yoga Teacher Trainings are used by yoga teachers all over the world.

David is obviously very experienced at what he does, and is very comfortable talking to camera. Because he works in such a specific niche – yoga anatomy – he has gotten to know his audience very well indeed. This means he can provide very relevant digital products exactly suited to their needs.

Ashtanga Yoga Leeds

Joey Miles of Ashtanga Yoga Leeds offers various digital products in the downloads area of his website. These include audio files of him counting through parts of the Ashtanga yoga sequence and a PDF chart showing all the postures in primary series, as well as a larger poster version of this, which is physically posted to the recipient.

Again, Joey’s products relate to a niche area of yoga – Ashtanga. As an advanced practitioner, he’s very familiar with the correct Sanskrit count and has a clear, steady voice, which is important for good quality audio files.

Ashtanga Dispatch

Peg Mulqueen of Ashtanga Dispatch has a shop section on her website. This mainly consists of hard copy magazines and clothing, but more recently she’s created digital versions of her magazine, available for download.

Again, Peg’s content lies in the niche area of Ashtanga yoga, and it takes a lot of work to create an entire magazine. However, the feedback and engagement she receives from her local and online community encourages her to keep creating these products.

Should you be making digital products?

As with making yoga videos, the decision to make digital products for your yoga business lies entirely with you.

Do you like digital products?

How do you feel about digital products in general? Are you attracted to them in other businesses? Do you find them a useful tool? This is the first question you need to consider, because if you’re not really into the idea yourself, this will definitely come across in any content you create. You don’t want to be making products for the sake of it, or because you feel pressured to.

Does your audience like digital products?

The next question you should ask is, “How will your audience react to any digital products you make?” You probably already know who your audience is, and if you don’t, you should definitely take the time to get to know them. You should never assume you know your audience without having the data to back up your assumptions.

A great way to track your website visitors is to use Google Analytics, as we explain in How do you know your yoga marketing is working? You can also check your email marketing statistics and social media activity to find out more about the kinds of people engaging with your content online.

And there’s always the tried and tested survey method too. You could devise a survey using free software like Survey Monkey to find out what makes your audience tick, what they’d like to see more of, and what kinds of digital products they’d find most useful. This also gives you a great reason to reach out and interact with your mailing list subscribers or social media followers.

Free vs paid products – where do you draw the line?

As we mentioned above, digital products for your yoga business can be sold for hard cash or given away for free. So, where do you draw the line?

It can be hard knowing how high or low to pitch your pricing. You don’t want to be so expensive that no-one buys your products, but you also don’t want to undervalue yourself either. A good point of reference is to check what other people in your yoga niche are charging for similar products.

When it comes to giveaways, these can work really well as a promotional tool. For new visitors and people who don’t already know you or your yoga business, freebies are a great way to give them a taste of what they can expect in your paid products.

For example, you could give away the first module of an online course so people can try before they buy. Or you could create a video showing how easy the course is to use, as David Keil does for his Online Anatomy for 300-hour Teacher Trainings. If you have an e-book, you could give away a sample extract to set people’s expectations for the rest of the book. If you’re selling audio files, you could include a sample of each track, as Joey Miles does for each of his audio downloads.

Have a think about the kinds of digital products you could make for your yoga business. Then see if there’s some aspect of it, or some additional content you could create, to give away for free in order to promote it.

Membership sites

One additional point that’s worth mentioning here is the difference between membership sites, which take a regular monthly payment but require ongoing content creation, versus a one-off payment for content that will not change. Membership sites take a lot of work and we don’t generally recommend going down this route, as it’s a huge time investment and requires large scale, e.g. thousands of people signing up for $10/month, in order to be profitable. Our recommendation would be to focus on digital products that support an existing yoga business rather than running a digital yoga business. There’s already a lot of competition out there!

Don’t do it alone!

The final point we’d like to make about creating digital products for your yoga business, is this: you don’t have to do it alone! In fact, we’d avoid doing it alone if at all possible. Two heads are always better than one, and having other people to bounce ideas off, talk through the process, and help create the actual products is highly recommended.

Even if you don’t have other people you can readily work with, do ask your students, other teachers and your online community for their input. Constructive feedback will help you refine your ideas, provide new inspiration, and keep you on track with creating good quality digital products that are highly relevant for your audience.

Specialist technical skills

Of course, creating digital products does require extra technical skills from both a production and delivery point of view.

On the production side: video editing is a specialist skill; shooting video requires good lighting and sound; and audio requires high quality recording equipment.

On the delivery side: if you’re looking at taking payments you’ll need an SSL certificate for your website; if you’re making videos you’ll need a video hosting platform; and if you’re running courses you’ll need to decide how people will access your content. You may need online courseware like LearnDash, Teachable or Thinkific, or if you’re using WordPress there are lots of plugins that can do this.

Will digital products help to grow your yoga business?

Digital products can be great for generating passive revenue, but they do require specialist skills and a significant time investment in order to do it right. This can pull your focus away from the actual running of your yoga business. You’re looking at a medium term investment for your business, so think carefully and do lots of planning before jumping in.

In fact, it’s just as important to have a solid launch strategy as it is to create the digital products in the first place. Good website traffic and a healthy growing email list are very important here.

Remember that with each passing year it gets easier and easier to create and deliver digital products – so keep an eye on this space.

How Wildheart can help

Although we don’t have a package specifically for making digital products, we do have a great deal of experience in both the yoga world and the online marketing world.

If you’re thinking of creating digital products for your yoga business, we’d love to help you get started. Book a free consultation, or take advantage of our competitive hourly consulting rates.

We know yoga, and we know digital marketing. Used in the right way, they can be a match made in heaven for growing your yoga business without losing your soul.

See how we’ve helped our clients

Read the other posts in this series

Go back to Blog series: The art of marketing your yoga business to read the other posts in this series.


Are you ready to market your yoga business?

If you’re an independent yoga teacher or you run a yoga studio, you probably know you need to do some marketing, but are you really ready? As we mentioned in Want to learn the art of marketing your yoga business? one of the first things you’ll need to do is shift your mindset to accept that you’re running a business. And that you’ll need to market that business if you want to attract more customers, i.e. students. This is often the hardest step to take, particularly if you don’t want to feel like you’re ‘selling’ yoga

Authentic marketing takes time and practice to get right, and preparation is key. It’s important to do the groundwork before you can get started. So, in the 2nd post of our new blog series, ‘The Art of Marketing Your Yoga Business,’ we explore some vital elements you need to have in place first. Let’s dive in.

Laying the foundations

If you’ve already been doing some marketing for your business, but haven’t seen the results you were hoping for, try asking yourself these questions:

  • Do you know who your audience is?
  • Do you know who your competition is?
  • Have you organised your website so that people can easily find what they need?
  • Are you regularly creating content that you know your audience will love?
  • Are you giving away awesome content in order to grow your email list?
  • Is every page on your website search engine friendly?
  • Is your website optimised for speed?
  • Are you measuring the success of your content marketing across your website, email campaigns and social media?

If you’ve answered ‘No’ to some of these questions, don’t worry. These are some of the topics we’ll be covering in this blog series.

Setting your goals

Do you know what you want to achieve with your marketing? In order to grow your business  you need some idea of which direction you’re headed in and what your overall vision is. Let’s say you want to get more students to your class. A pretty achievable goal, right? But, how many students, what kind of students – total beginners or more experienced practitioners –  and by when? How are you going to track where they came from? Or how many are signing up for your workshops or other events you offer? How will you know which of your marketing efforts works best? Is it flyers, emails, word of mouth, or your social media accounts?

Set some clear and identifiable goals for your business such as, ‘I want to attract 10 new beginner students to my classes over the next month.’ Then measure how successful you were in achieving that goal. This will help you to plan ahead and see the bigger picture. After all, if you’re not measuring it, it’s not marketing. We’ll be taking a closer look at measuring the success of your marketing later in this series.

Do you really need a website?

You may be thinking, ‘In this social media age do I really need a website?’ The answer is yes, absolutely! There are some really strong reasons why having a good website is a must for anyone running, or thinking of running, a yoga business:

  • Access: Anyone in any part of the world can access your business as long as they have an internet connection.
  • Analytics: You can track who’s visiting your website, what they’re interested in and how long they spend on each page. This is really valuable information which will help determine the best way to reach your target audience.
  • Engagement: From people arriving on your landing page, liking what they read and wanting to know more about you, you can encourage them to sign up to your email list. You’re now growing a community of engaged people who will want to return to your website again and again.
  • Ownership: Having a website allows you to publish and own your own content. With the increasing popularity of social media, the boundaries between sharing and ownership are becoming more and more blurred, and it’s very easy for ownership to get lost in the wave of social sharing.

Why marketing is like baking a cake

There’s a definite recipe for success when it comes to marketing, and we like to compare it to baking a cake. Your website is the cake itself, which has to be in place first. Your email marketing is the icing, which can only be added once you’ve baked your cake. And, finally,  social media is the cherry on top. The point of using social media is to drive traffic back to your website. After all, there’s no point having a nice tasty cherry without a cake to place it on, is there? Your website should be  the hub of your business – this is where the magic happens!

The cake

The base of your cake is your website. This must be your first order of business and you need to ensure

  • The architecture is clear and simple.
  • You’re publishing regular new content.
  • There are clear calls to action on each page.
  • Your site is search engine friendly.
  • Your site is running at an optimum speed.

The icing

The next layer is the icing: building a high quality email list. This takes time and patience.

What you’re aiming for is to convert website visitors into email subscribers so that you can build a more personal relationship via email marketing. Email marketing is still way more effective than social media for building relationships with potential customers, as it allows you to target your audience more effectively. You know that the people who sign up to your mailing list are interested in what you offer and engaged with your business.

For more on this, check out our article An Introduction to Lead Magnets: How to use your WordPress blog to grow your email list.

The cherry

Once you’ve got your website in tip-top shape (i.e. baked your cake) and have started to grow your email list (i.e. spread that delicious icing), you can finally place your social media cherry on top. Remember, the main purpose of social media is to drive traffic back to your website So, try not to get too caught up in ‘vanity’ metrics, such as likes, follows and shares.

How we can help

If you want to start making progress with your website and marketing but you’re not sure where to begin, we have the perfect solution for you.

Simply book a free consultation with us to discuss what needs fixing on your website, as well as lots of tips on how to get started with your marketing. There’s absolutely no obligation to buy further from us, and you’ll receive valuable insights whether you choose to purchase one of our packages or not.

Book a free consultation

Read the next post in this series

So, now you’re ready to start marketing your yoga business and you know that starts with having a sound website. But if you don’t currently have a website, where should you start? Our next post will look at different web platforms to help you choose the right one for your business.

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


Content Kitchen 15: What is permission marketing?

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 permission marketing?

If you run a business it’s very important that you’re marketing to your customers in an ethical way. This means always getting their permission before emailing them and always giving them the opportunity to opt out of your communications.

In this month’s video Guy gives an overview of permission marketing and offers 3 ways you can start putting this in place for your business now.

What next?

In our follow-up post we look in more depth at the great wall of permission marketing. Take a look. The great wall of permission marketing: which side are you on? 


Sharing and ownership: 2 keys to your content kingdom

In this month’s Content Kitchen video Guy highlighted the importance of having your own website in this social media age.

You may already know that content is king and why you should be giving away content in order to grow your business. But what should you give away and what should you keep?

In this post we’re going to explore 2 keys to the content kingdom: ownership and sharing. And why you should be posting your own original content on a website you own.

The paradox of knowledge vs sharing

If knowledge is important in the knowledge economy then how can it be good to give it away?

Ideas need to travel so that they can spread and reach enough minds in order to bring about change. The printing press was a revolution in how ideas travelled. All of a sudden it was possible to create exact copies of books cheaply and quickly. With this ability to create copies came the need for copyright.

Copyright is the exclusive rights granted to the author or creator of an original work, including the right to copy, distribute and adapt the work. It’s important to note that copyright doesn’t protect the ideas or concepts within, only the distribution of them.

Let’s hop over the telephone, skip over the radio and jump over the television to land at the next great communication revolution – the internet. The internet absorbed all the innovation that came before it and out of it was born the world wide web, created in 1989 by English scientist Tim Berners-Lee. The world wide web gave us the web browser – which you’re using right now to read this.

Digital content gave us the means to instantly create infinite copies faster and more cheaply than was ever dreamed possible before. Ideas spread faster now than they ever have, thanks to search engines and social media. This sharing of ideas in the form of content continues to transform our lives.

Key #1: ownership

It’s now become standard for companies to have a virtual home in this digital domain. This is your company website. You even have your own domain name. Ours is wildheartmedia.com. This is where we create and store all our original content. But we can’t control who finds us, copies or shares our content. In fact, we want people to make copies of and share our content – as long as they attribute it to us.

Creative Commons is a much needed upgrade to copyright designed to meet the needs of our modern times.

All of this can get confusing for businesses. Especially if you get paid for your ideas. But if you don’t share your ideas no-one will find them – or you. So it’s really important that you create your own original content on your own domain.

Whilst you most likely own the content you share on various social media networks, it’s very easy for ownership to get lost in the wave of social sharing. So, as a general rule, we always encourage our customers to own their content by first publishing it on their own domain.

Key #2: sharing

Here at Wildheart we give away almost everything: we share our strategies, our tactics and our processes. We even create videos showing you lots of great content marketing tips. We do all of this because it shows we’re confident and really know our stuff.

So how do we actually add value? We add value when we work with our customers. Because there’s one thing we can’t give away. And that’s context.

What this means is that when we work with customers we help them to do the right thing with their content marketing at the right time. This is what helps them get results. By repeating this process over and over again we build deep and rewarding relationships that help businesses grow over time.

Where do you draw the line?

In this new sharing economy, high quality content is freely available. And, yes, your competitors are giving it away too. This forces businesses to be more creative about how you give away or share your content. It’s also more important now to be clear about where you draw the line in your own business.

What do you give away in order to attract new customers and what do you keep to yourselves? Let us know in the comments section below.

 


Overcoming the curse of knowledge

Our co-founder Guy was recently interviewed for Site Visibility’s Internet Marketing Podcast. The topic was ‘Overcoming the curse of knowledge‘ and you can listen to the full podcast below.

In this post we’ll explain what the curse of knowledge is and share some tips for breaking free of the curse. By the end of this post you’ll be able to transform how you speak and write about your business – so that people actually get it!

What is the curse of knowledge?

Let’s start by defining what the curse of knowledge is. Here at Wildheart we define the curse of knowledge as: “The more you know a subject, the harder it is to write about it in a simple way.”

To become an expert in your field you spend years learning and refining your craft. This creates a knowledge gap between yourself and those who would buy from you.

When you meet someone and introduce yourself face to face you have multiple cues as to whether they understand what you’re saying: body language, facial expressions and conversation. This means you can continually adapt what you’re saying until you know they understand you.

Forget it, let’s dance!

Have you ever been at a party where the music was really loud and someone asked you “What do you do?”

After a few seconds of leaning in and shouting in their ear you can see them looking over your shoulder and eventually looking bored…

If you’re quick you may just grab their hand and say “Forget it, let’s dance!”

What’s happening on your website?

On your website you don’t have those same cues to respond and adapt to in real-time and you sure don’t have your dance moves either!

So, what do you have? Just text and images mainly.

And the text starts with the very first heading people see on your homepage. When a new visitor lands on your website you only have a few seconds to virtually grab their hand and take them on a journey.

The 3 most common symptoms of the curse of knowledge

Take a look at your homepage now and see if you can spot these common symptoms:

  1. Your website copy is all about your business, your services and your expertise.
  2. Your copy includes industry terms and inside jargon.
  3. You’re not clearly asking your visitors to take action or you’re giving them too many choices.

How to overcome the curse of knowledge

Based on the 3 common symptoms above, here are our practical tips for overcoming the curse of knowledge:

This really isn’t about you

The single biggest mistake we see businesses make is writing too much about themselves and not empathising enough with their customers.

You need to position your customer at the centre of your marketing campaigns and web copy: How does it feel to have their problem? And how will it feel if you solve that problem?

Shoot straight!

When reviewing your web copy and marketing campaigns, keep an eye out for industry terms and jargon. Swap these words for more straightforward alternatives.

Even words that seem simple to you might not mean a great deal to your audience. Remember: you’re the expert with years of experience in this area. They’re coming to you with a problem that needs solving and they want to quickly and easily find out if you can help them.

If you’re too close to your own copy, or you’re not sure if it’s too jargon-heavy, try asking a layperson or someone outside your industry to read it and give you feedback.

Don’t make me think

Give your visitors one thing to do on each page of your website. Do the hard work yourself by deciding on the one action you want them to take on each page.

Remember: the more choices you give people, the more friction you create.

Kicking the habit

Unfortunately, you can’t be cured of the curse of knowledge: you simply know too much!

But the curse can be treated. Get into good habits and follow our recommendations above every time you’re planning your marketing campaigns. Make it part of your standard process to actively seek out symptoms of the curse and remedy them.

Have you got any curse busters?

What techniques are you using that help you overcome the curse of knowledge? We’d love to hear from you so feel free to leave a comment below.

And to find out more about the curse of knowledge, listen to Guy’s interview on the Internet Marketing Podcast.

Listen to the podcast interview with Guy


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

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!