Source: SEOSignalsLab

Pick Her Brain!

I’d like to introduce one of our members, Amy Jones, for our next ‘Pick His/Her Brain’ session and I want to thank her for the participation.

Amy is a copywriting and content strategist which are two important skillsets often overlooked by SEOs.

You can’t convert if your content is not in align with your target audience.

If you have any questions regarding email sequencing and messaging, content ideas, or copywriting, please feel free to pick her brain.

Here are the rules.

1) I’ll let the thread go on until she asks me to stop. Theoretically, this thread can continue until bitcoin value goes to zero.

2) Please, no snarky remarks. I will not tolerate any intentional negativity. We are here to learn from each other’s success and strategies.

3) Please do not PM her and bother her. If you have a private question, ask for her permission on this thread when appropriate.



Can you tell us your story? How did you get your feet wet in digital marketing?

I started writing copy before I knew what copy was. I wrote several web pages.

I also wrote blog posts. Eventually, my blog was featured on the home page of my graduate school university.

It was only recently that I learned what copy was and joined several copywriting groups recommended by copywriters.

I joined Julie Stoian’s training and learned about digital marketing and how to write conversion copy.

I also read multiple books and I have been a voracious reader and learner.

Do you find subject lines that convert more than others?

So a lot of copywriters use swipe files.

These are ads that have proven conversion.

I typically like to create my own copy and I use words that can create an emotional image.

For example.” I heard a loud sound.” Is rather boring,” An explosive bang left my ears ringing for days. ” Much more interesting.

So the key is that your headline should be interesting and really commands further reading.

What does a good content research process look like?

A good content research process can be broken down into several parts.

Like anything, I like to start with a goal in mind and then you must.

MUST know who you are talking to.

For example, if I am writing to a medical professional I am going to be using typical English grammar without many figures of speech.

It will be concise and get to the point quickly.

Why? Because doctors have very little time, they are much more interested in facts and details.

They have been trained to create a story through facts and details.

This allows them to do what they do every day.

It is easy for them. They don’t want to have to “figure it out” if it doesn’t make sense quickly they move on.

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However, if I am writing to stay at home mom.

I am going to use every day casual language and I might linger on certain aspects because I know that mom is interested in her moment of peace.

She is likely reading this information as a relaxing moment even if it is business oriented.

It is peace in the midst of her everyday life. She will be more open to jokes and casual attitude.

You can see how probably the absolute most important aspect is to have your target market nailed down entirely.

Once you have your goal and target market then you can get to research process that entails keywords and analyzing competitors.

I also like to look for what questions people are googling about the topic.

I want to make sure I am answering the questions that people are looking for.

I also look at times when I know my target market is online.

I want to release my content at a time that my clients are online because I am going to post and drive traffic to that content via social media.

Have you done any email messaging sequence for cold email agency lead-gen?

I have not, but I have seen many people have some good success with using LinkedIn as a source of cold leads and just sending very basic emails.

There are a lot of lead generation ideas for cold markets.

Many of them involve snail mail and sending high-quality marketing materials like white papers and candy.

Yes. candy. LOL. Sometimes something catchy that they can use, think the old pharma tactics.

Where you send a large container with everything related to pools and your copy is something regarding, “drowning in a sea of writing tasks?”

Kind of corny, but they open it and it gets their attention.

Of course, you have to follow up with emails and calls. But this is a good cold marketing technique.

What outreach strategy do you find most effective for getting eyes on your content?

Sharing on social media. Linkdin, Instagram. Creating offshoots of your content.

So for a website if you have three to four long style blog posts and you make these cornerstones for your website.

You then can backlink throughout your website by drawing on these three to four long blog posts.

In the same way, you can alter your social media posts to pick out different points and gain new interest on old content.

So you don’t have to create new content to share. I am not sure that makes sense.

If you need more clarification let me know. To be absolutely honest you have to have good quality content.

If it is good quality and you are sharing in a space where your target market hangs out it will get shared over and over and over again.

How do you generate ideas for content amd what tools are you using if any?

The interesting thing about writing is when you begin to write your ideas will come to you in your sleep.

But in the beginning, the best way is to develop content around what people are asking you in your industry.

I also look at the questions that people ask in groups. I like

I look at what people are searching for in my niche and then I can write to answer questions that I know are being searched for.

This helps in so many ways.

You know that you are going to be providing truly valuable content and also that you will have no problems getting in good keywords because that is how you found what to write about in the first place.

I also use grammarly.

I admit my grammar and spelling can be worse now than ever since I type quickly and write my thoughts out before editing, so having grammarly to help fix my errors is key.

I just start writing sometimes. I often go back and delete the first or even second paragraphs totally.

I even edit my facebook posts several times.

What have been some of your favorite subject lines in emails?

Personally? I use personal emails, “Hey Girl ( female clients) last time we talked . . . .” Checking in.

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Hows it going? Are you ready to explode your business growth?

How can I bring you high value and reduced risk? What is holding you back from getting . . . ” ( fill in the blank).

You can also google “swipe files” and find other good headlines and subject lines for emails.

Does length matter?

Length always matters. hahah… jk. but yes. It really does.

You want to have a mix of various types of content. Think of it as providing value to your client.

Imagine how you utilize website content.

Sometimes you need a real in depth instruction on how to do something, but other times you just need a clarification.

So keep that in mind.

I would have four long posts of 1900 or more words (also for backlinks) then I would write around those documents taking bits to expand on in short blog posts.

That are easily digestible.

Not every person has hours to read about it.

Remember the longer you keep them on your site the better so if you have variable length posts they are more likely to click to the next one.

It also that if you have only long posts many people might read that long post but the next one and the next one may be overwhelming.

Where are some good places or groups to find writers? There’s a lot of variance in pricing for SEO services depending on which company you talk to. Is it the same for copywriters or is it pretty standard across the board? What are some good ways to vet copywriters if you don’t know copywriting?

So you can get good copywriters and learn a lot from looking at this guide!

It is really incredible. I am in a lot of groups for copywriters.

I think if you look at The copy club, and cult of copy job board.

Both of those have some stellar copywriters (of course myself: shameless plug) also Jessica Foster in here.

Also does copywriting.

Are you using TF-IDF analysis? Why yes or no?

I wrote out a really elaborate answer and it was deleted when my computer died. #writeindoc #copyandpaste LOL.

But I hadn’t really seen this as a KPI of content. So I did some research.

I think the answer is I didn’t because I didn’t know about it.

However, having now researched it, I think it wouldn’t make a difference.

The thing is that this is a formula meant to locate the frequency of words and the higher the frequency the less interesting and meaningful.

So basically I suppose if you were just trying to write the keyword as many times as possible without going over the threshold then I guess you could use that metric.

As I understand it you have some tools that claim to use this as a metric, but there is some question of the real validity.

Here is a document that I found that seemed to make a little sense to me as to why I would spend my time writing high-quality relevant content in the manner.

I suggested above based on the questions and variety of keywords listed for that topic.

If the tool helps you better your content then I am of the “why not” mindset.…/11/02/tf-idf-will-not-help-seo/

Is it advisable to start a copywriting business even though I have no copywriting skill? I plan to outsource the work to my writers and give them copywriting courses so that I can focus on digital marketing. Can you please give advice on how to start?

I would say no. Your copy is your bread and butter of your funnel.

So I would say if you aren’t willing to invest in your copy then you are basically throwing everything else out.

Example. I had a lead I met with a few weeks ago. He was displeased with his funnel conversions.

So I looked at what he was doing and I gave him some good information.

He didn’t hire me but he chose to implement what I said would help him.

So I talked to him today and he said, “I still want to think it wasn’t my copy, but I changed everything that everyone else told me and finally when I listened to you and changed my copy it started working.” He said he has had a lot more conversions.

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I even asked him if he changed his audience on FB ads. He said no. “Sadly, it was just the copy.” LOL.

Believe me when I tell you that the place that you can skimp on is design. It stinks.

It isn’t great but if your strategy and your target market analysis is on point and your copy is on point, your websites will convert.

If you want to start a digital marketing business network and find some copywriters that you know will provide you with high-quality copy that converts.

Outsource it but don’t advertise as a copywriter.

Advertise as an agency. Transparency. Honesty. Authenticity.

Have you ever written content on a topic you knew absolutely NOTHING about?

Yes. I wrote for a law blog. I knew nothing until I researched it.

But really I don’t have to know it to write it. I learn and then write.

I am not ashamed to say that I have been a masters degree student on several occasions (all online) which entails a boatload of writing and mostly I didn’t know about one iota of it.

Most of the time I didn’t even understand the question. LOL.

So I had to learn and develop an understanding of the material so that i could churn out a legitimate several thousand word essay on the topic.

To take it a step further, I would suggest that it is actually a great way to learn.

How can we check the duplicay of content? Any best free tool?

I am not entirely sure what you mean.

If you are writing from your knowledge and your experience, I don’t think you will get duplicate content.

It looks like someone posted a resource above to check for plagiarism.

The key is that if you are using a resource you should note that using a footnote or APA style.

I love using quotes and information from people who are much more knowledgeable than myself.

I use the above technique which means I give full credit to their ideas.

How can I make my content so strong so that my client keeps working with me for a long term?

I guess it depends on who is writing their content.

I don’t know many true business owners or CEO’s that have time to write the amount of content needed for an updated website.

If they do it absolutely would be cutting into their personal lives or work at the office.

You see time is finite, that is we all have the same amount and we cannot make more of it.

So if they are writing then they must not be doing anything else in that time and they can not regain that time.

I would say that even poor content is better no content at all.

Also, consider this, a CEO or business owner makes several hundred or thousands of dollars per hour.

So, if they take three hours to write one article then that article costs $3000.

You can get a lot of really good copy for $3000. From me, you could get a full months worth of content and a few ads for that price.

So it is still in their best interest to outsource content writing.

Make it interesting and free of errors. Always be on time with deadlines.

Deliver excellent customer service and be clear about expectations and what you can do.

I never promise what I am not sure of. I just had someone contact me for content.

Truth is that I think this person needs more than content.

I am happy to write the content, but I cannot and will not say, “sure I can write your content and now your website will convert like magic.”

It just doesn’t work that way.

Even if that is what someone wants to hear, i won’t do it because the end of the day when content isn’t the solution the problem.

My content cannot deliver resluts they are looking for. I will look like an idiot in a few months.