Around 10 months before Covid closed the country down, I was hired by a gym and personal training business to do some content strategy work. The owner had been to a content marketing workshop and was keen to start a new blog, but didn’t have a clue what to say or how to say it. He wanted my advice and help on how to write blog content that would bring in more sales.

He’d looked at other blogs for inspiration and had jotted down a few ideas… [Read more…]

Do you find yourself constantly thinking about blog topics to write about? Or, maybe you don’t give it any thought at all. In fact, you reckon the secret is to churn out stuff regularly, whether it’s what your audience wants to read or not.

So you pick a title on a whim, and ask the Digital Marketing intern or Office Manager to bang out something quickly (preferrably something which reminds everyone what a “committed” company you are). Then, when you look through the Google Analytics report at the end of the week, you wonder why no-one is reading your blog posts. You believe you’re doing everything the experts told you to. You published a weekly post, which included the keywords you think your audience uses to find you. You tweeted a link to the post, but still no-one came. The fact is, you’re forgetting one crucial piece of the copywriting puzzle. [Read more…]