Author Archives: Ali

5 steps to mastering meaningful content

woman writing meaningful content

You have no shortage of passion for your business and you see first-hand the wonderous benefits it brings to your customers. But when you sit down to plan or write content, you can’t think of anything meaningful to share. So, another week passes without you doing very much at all to connect with or educate your audience. You know you have so much value to offer – how do you tap into that?!

I’m going to share with you my secrets to creating meaningful content your audience loves. Because when you master this, you’ll discover the consistency, authority, and engagement you crave.

What is meaningful content?

If you’ve spent more than five minutes on social media or Google, you’ve likely encountered plenty of content that lacks depth or meaning.

You’re a good writer, so you’ve read countless social posts and blogs from apparent experts and know you could do a much better job of it yourself.

100 million photos are shared every day on Instagram and 500 million accounts are active on stories daily.

And these are stats from 2019 – the last time Insta shared usage data – so are likely higher today.

That’s a whole lot of noise out there for you and your customers to wade through, so what counts as meaningful content on social media?

Here’s my definition.

Meaningful content is original, authentic, and either informative, entertaining, or educational to its audience. It speaks directly to the person consuming it and is created with purpose. 

Despite the plethora of content doing the rounds, anyone who uses social media on the regs will confirm a vast majority of what we see on there falls short of this definition. So, if you’re keen to do things differently and don’t want to post for the sake of posting or churn out the same uninspiring stuff others in your industry rely on, read on.

5 steps to creating meaningful content for your website and social media

After 16 years of writing commercially valuable content for websites, blogs, and social media, I’m sharing my insight into what it takes to create content with meaning.

Step 1: Get to know your audience

Screaming into the void is not the way to lead with purpose through your content, so before you start posting, start connecting. How many of your social media followers do you feel like you know? The very definition of ‘social’ means this is a conversation – not a broadcast.

This is how I do that.

  • Message new followers to say hi and start a convo
  • Follow people back if they’re in your niche or aligned with you
  • Engage – reply to Insta stories and leave genuine and thoughtful comments
  • Set up virtual coffees with interesting people without an ulterior motive

Getting to know your audience is a critical foundation for starting to understand what sort of content will resonate with them.

Step 2: Conduct market research

Taking things a step further, once you’ve established a rapport with your audience, it’s time to really find out who they are and what they want from you.

Market research comes in many forms, and doing it regularly ensures you stay in touch with what your ideal customer is thinking, struggling with, dreaming of, and working towards on a day-to-day basis.

Here are a few great ways to carry out market research:

  • Use social media tools like polls and question boxes to see what your audience needs help with
  • Invite ideal customers on a 20-minute Zoom to delve deeper into their mindset (always record the session!)
  • Send surveys to existing and previous customers about why they came to you, why they chose you, and what they get from the experience of working with you
  • Join relevant Facebook groups for your niche and observe and/or ask questions

The real reason your clients love working with you may be different to what you think.

You’ll never know if you don’t ask – and you’ll be stuck in tumbleweed town forever.

A quick case study on market research

A client of mine is a PT who asked her customers what they loved about her running groups. Smashing their PBs? Conquering new distances? Boosting their energy levels? All of these factored in, but they weren’t the main reasons for coming.

They were a bunch of mums desperate to get out of the house alone. They wanted to have an adult conversation, make new friends, and do something for themselves.

Now, this has transformed how my client promotes her running programmes because she realises it’s about more than fitness, it’s about connection and wellbeing.

Are you sure you know what your clients get out of working with you and what really keeps them coming back?

Step 3: Know your values

Understanding yourself, your values, and your purpose is just as important as knowing your audience inside out.

Why are you here? What’s your dream? What parts of your job do you love and speak animatedly about to your friends and family?

A fantastic way to dig into this is to determine your values as a brand. Think about yourself as a person, and your business as a whole, and what you stand for and believe in. Ask your customers how they’d describe you and your business, and look for common ground between how you perceive yourself and how others experience you.

Once you’ve done this, choose three to five nouns to live by and make sure you embody these through your services, your content, and your demeanour with clients.

My brand values? Authenticity, positivity, and simplicity.

Identifying your values can be a much deeper exercise, but this is a great starting point to remind yourself of your purpose as a business and form the basis for a meaningful content strategy.

Step 4: Mirror your audience’s language

For me, this is the golden rule of meaningful content: listening to how your audience describes their struggles, needs, goals, mindset, and your value.

Without this, you can have all the insight and purpose in the world, but your content could still miss the mark if you don’t communicate effectively.

The actual words your ideal customers use are so, so, so important to connect with them on their level.

4 places to observe how your customers speak

  • Your reviews and enquiries
  • Your market research findings (e.g. responses to Insta questions or more detailed Zoom interview transcripts)
  • Discussions in Facebook interest groups
  • Competitior reviews and comments

I like to set up Trello boards to gather and organise data like this, as it often comes in titbits and soundbites easily lost or forgotten if I don’t keep track (and my chaotic mind needs organisation to thrive).

Step 5: Have a content strategy

Once you know your customer, yourself, and how you can help them get to where they want to be, it’s time to organise yourself to ensure your message lands with consistency and purpose.

A content strategy may sound like something you don’t know how to create or lack the time for, but a little simple planning goes a long way towards bringing meaning and impact to your content.

Spend an hour at the start of each month or week mapping out what you’ll share and when to save yourself that midweek panic that no posts have gone out and avoid rushing out something that doesn’t align with you and your intentions.

Starting with a big piece of content and repurposing it is my recommended way of doing things, as the time and effort you put into the initial piece then pays off over time and allows you to divert your energy elsewhere once it’s done.

5 speedy content repurposing tips to save time and maximise impact

  • Write a blog based on something your audience is struggling with (this is exactly what I’m doing here – I posted a question box last week on Instagram and a follower asked for advice on creating meaningful content – here’s a blog on using market research to create content)
  • Break the blog down into 2-4 emails (depending on how often you send them out to your database)
  • Use the same blog to create 6-8 social media captions, separately the different headers, bullet points, quotes, stats, and questions into individual posts
  • Organise it all in a spreadsheet or Trello board, so you know what to post and when
  • Add some nice graphics and images, and you’re good to go!

Get more help writing meaningful content

Hopefully, this blog has inspired you to understand and create social media content that strikes a chord with your audience and leads to the engagement, enquiries, income, and authority you aspire to.

If you feel like you need a little more help knowing how to create great content that resonates with your dream customer, my self-paced online content writing course is available to buy and binge now – get it here.

Fine with what to do but need accountability to keep doing it?

Join my Content Club community, where we get together over monthly Zooms to chat through what’s working, share ideas, and cheerlead each other on (it’s like therapy for your business – so far, we’ve seen members find their niche, get the courage to do their first Insta Live, and use each other’s services). Join Content Club here – there’s a spot with your name on!

Need more customised and intensive support to get your content up and running? Book a virtual coffee to explore 1-1 content collaboration with me.

Don’t forget to follow me on Insta and LinkedIn and drop me a line to say hi – my DMs are always open.

How (and why) to write an intro post for your socials

intro post

Do your followers know the real you? Are they experiencing that know, like, and trust? If not, an intro post is a great way to start building it today.

You may think your audience knows you and what you’re about. But with short attention spans, fickle algorithms, and newbies surfacing all the time, your people may not know as much as you think. A good intro post is an essential part of a great content strategy to develop relationships, boost your visibility, and position yourself as THE one in your industry.

Read on to find out how to write one, and why it’s super important.

What is an intro post on social media?

Your business social media accounts are about your business. Yet for many of us, we are the business. It’s all too easy to drift into churning out business-related content and forget why people followed you in the first place: for you.

You may have heard about personal branding and felt unsure what it means or whether it applies to you. The short answer is, if you’re the face and personality of your business, it does. Therefore, an intro post helps your audience get to know and understand you, so they connect to your message and come to you when they need what you’re offering.

Put simply, an intro post is a social media update where you introduce, or re-introduce, yourself to your following.

What should an intro post include?

There’s no rulebook on writing an intro post, so feel free to make it your own.

What people want to see is you, your personality, and what makes you different. So, be original and be authentic to give the most opportunities for likeminded souls to see themselves in you and find common ground to build a relationship.

For me, a good intro post includes personal and professional details mixed in nicely to give a rounded impression of who you are. So, recap on your services, why people like working with you, as well as some fun details that highlight your character and individuality.

Benefits of writing an introduction post on social media

Still on the fence? Let me enlighten you on the many compelling reasons to re-introduce yourself on your socials this week.

Shows your personality

Hopefully, if you have a distinct tone of voice that weaves through your content writing, personality will be built-in to every social media post you write.

However, an intro post is a surefire way to inject character into your content and show the world who you are. As a solo business owner, personality is essential to develop that know, like, and trust that prompts your dream customer to choose you over others offering similar services.

Sparks conversations

Social media is exactly that: social. If you’re not starting conversations, you’re doing it wrong. By creating an intro post, you’re offering your audience multiple avenues you to connect with you by searching for common ground. Share your interests, background, starsign, hobbies, qualities and more and watch people like you comment about what you have in common. These conversations could continue in the comments, move into the DMs, or evolve into a discovery call. And it works both ways: now you know more about your audience, you have things to chat to them about and ways to build your relationship further.

Makes your life easier (and saves you time)

One of my fave things about writing an intro post is it’s pretty bloody easy! No research, no graphics (unless you’re feeling snazzy), no stats – simply open up a post and start writing. Save your precious time and put out a great post minus the stress and pressure.

I’ll share some ideas below to make it easier, but this is a post about you, and there are no set rules, so what better subject to freeflow on?

Write from the heart, and don’t overthink it. Then, choose a picture that embodies who you are, and hit post.

Boosts engagement

Intro posts are a fantastic way to boost engagement on your social media. One of my clients posted one to her LinkedIn after I challenged my followers to do their own. She received 27 comments (and counting). Her comments section was full of old and new friends chatting about their shared love of Italy, 80s music, and Asian food.

On a platform like LinkedIn especially, this expands your reach beyond your network and makes your content visible to potentially thousands of other target customers.

Creates an impression 

Nobody looks at your content as much as you do, so to many of your followers, you’re simply another face they scroll past in the feed or tap past on stories. How will you cement yourself in the mind of your dream customer?

An intro post done well is a way to establish who you are and make a memorable impression they won’t forget in a hurry. Next time they need what you’re offering, they’ll feel they know the whole person rather than a faceless service provider.

Reminds people what you do

Even if you feel like you say it all the time, your audience probably isn’t crystal clear on what it is you do. Intro posts can be a mix of personal and professional titbits, so reintroduce your services and remind your audience what they include and how to enquire.

Ideas for an intro post

  • Tell your story
  • Share likes and dislikes
  • Fun facts
  • Two truths and a lie
  • Quizzes (Insta stories and polls work well for this)
  • Your morning routine
  • A day in the life
  • Questionnaires (like those ones you see doing the rounds on your personal socials)
  • This or that
  • Starsign
  • Favourite books, podcasts, movies, TV shows
  • Where you love to travel
  • Goals
  • Pets
  • Education
  • First job
  • Embarrassing moment
  • Family
  • CALL TO ACTION! Finish it by inviting your audience to book a call, download your lead magnet, or simply comment if you share something in common.

Plus, it doesn’t have to be a text post. You could create – or repurpose it into – a Reel, video, carousel post, or even a blog.

How often should I do an intro post?

Probably much more often than you’d think!

Aim to do an intro post once a month.

After all, you’re always getting new followers and even your oldest, loyalest audience members will benefit from a refresher or new info you’d like to share with them to keep connecting and engaging with each other.

How often do you write an introductory post at the moment? If at all?

If it’s been less often, start now and make it a regular part of your content strategy – then watch the comments, follows, and messages flow!

Where to find customised support with your content writing

Ever wish you had professional input giving your content writing the seal of approval and boosting your confidence without having to outsource everything and lose that authenticity your audience loves?

1-1 content mentoring with me is a collaborative, fun, and productive way to dedicate creative space to your content writing and optimise the time you spend on your blog posts, emails, and social media to ensure maximum impact, engagement, and enquiries.

If you’re tired of putting your heart and soul into your content for little (or no) results, or you’re ready to give yourself the kick you need to start creating content consistently and becoming more visible, I have 1-1 spots available.

My 1-1 content mentoring service works best for coaches and wellbeing business owners who know their audience and write well. If that’s you, and you need support taking things up a notch, so you start getting more DMs, bookings, discovery calls, and speaking opportunities from your content, email me to book a virtual coffee.

Book your virtual coffee here.

8 tips for writing a social media post after a break

social media after break

Social media was grinding you down – and deleting your apps has been the biggest relief. You didn’t spend a single day wanting to go back on it and actually dreaded going back. Yet you know you need to have some presence as a modern business owner, and you understand the benefits of growing your audience with the right people to facilitate the lifestyle you love.

It’s time to make your comeback – but how do you write a social media post after taking a break?

Returning to social media after a hiatus

After your mind-calming break, you want to go back online on a new footing and not go back to the way you were. In an ideal world, you’d say see ya to the doomscroll and hiya to healthy boundaries, connections, and balance.

So, as you redownload your app and the empty caption box glares back at you, what on earth are you going to say?

  • Do you need to explain where you’ve been?
  • Has anyone noticed?
  • How honest should you be?
  • And who are you as a newly boundaried person re-emerging to do things differently?

I know exactly how you feel.

Earlier this year, I was EXACTLY where you were. Things got on top of me, personal and professional stuff clashed and culminated in a mini meltdown, which resulted in me logging off socials for some headspace. I quickly wrote a ‘bye for now’ post, then deleted the Instagram and LinkedIn apps from my phone and felt instantly lighter.

A week turned into four and I felt SO much better after realising how much worse social media had been making things seem and feel. Coming off your socials doesn’t solve all your problems as I’m sure you know, but it absolutely contributed to my overall wellbeing during a period where soulless scrolling had become a factor in my mental fogginess.

So, rest assured, I get it. It’s that conundrum we all face, how do you stay visible without it robbing you of your headspace?

Well, that’s a question for another day, as I’m not 100% sure I’ve cracked it yet! But in the meantime, I can absolutely help you out when it comes to composing your comeback post.

Buckle up and let’s get into it – here are my eight tips on writing your first social media post after a break.

Don’t apologise

Number one in my book is this: DO NOT apologise for being off social media. You’re your own boss, so you don’t answer to anyone. You’re not playing truant because there are no rules – and however lovely your audience is, you don’t owe them an apology for logging off.

Respectfully, please know no one will have noticed or thought about your absence as much as you so it really isn’t that big a deal outside of your head.

Therefore, when drafting your comeback post, resist the urge to say sorry and remember your social media presence and activity levels are choices you’re allowed to make for yourself without explanation.

Be authentic 

Social media is about authenticity, and it was only when I started being my full self that my audience felt truly connected to me and I began to form genuine relationships there.

Now you’re returning to social media after a hiatus, don’t be afraid to be honest and authetic about why you took off in the first place and how you feel about coming back. Share as much or as little as you like in this regard, but know that honesty and vulnerability don’t make you unprofessional.

If you’re dreading it, be open and ask your audience if they ever feel the same – maybe they’ll share some insights and advice to help you on your way.

Invite connection

Remember, your social media and online presence isn’t all about you. You’re here to help people, so involve them in your return post and use it as an opportunity to catch up.

Post questions, ask what they want to see from you going forward, and think of it as a fresh start to build your audience and develop relationships with dream customers.

Choose your medium

Before you post a knee-jerk feed post to your Insta, have a little think about which type of content best suits what you want to say and how you’d like it to be received.

If you have a lot to share, writing a blog post is a great way to explore your thoughts and tips without a word limit.

The benefit of this is that you then have a large bank of content to repurpose across social media captions, Reels, emails, and more – your content strategy can then almost write itself for the month with so much to share in a multitude of ways.

After all, different people prefer different kinds of content, so consider how to spread and repurpose your message so it lands in front of the right eyes.

Have a purpose

What’s the point of this post, exactly? Are you making it because you feel you should, or because you have something you genuinely want to say or achieve?

Ahead of getting words on screen, think about what you want your audience to get or do from it.

  • Do you want them to read your blog?
  • Or check out your new group programme?
  • Are you hoping they’ll sign up to your mailing list?
  • Or book a discovery call?

Your post doesn’t have to be salesy to get them to do these things – quite the oppposite.

However, understanding what your purpose is allows you to dig into the emotive triggers that will encourage your audience to take that action and make the next step in their journey with your brand.

Tell a story

Storytelling is a powerful way to communicate with your audience – did you know it can boost conversion rates by 30%?

Set the scene and bring your following along for the ride.

It doesn’t have to be a tell-all about yourself – although it can be – you can also use storytelling to help your audience imagine themself in a common scenario, or share a customer story.

The way you do it is the main thing, playing on emotions, pain points, and those interesting details that bring a situation, issue, or solution to life.

Think ahead

Thinking beyond your initial comeback post is a smart way to return online after a social media break.

The first post is likely to be well received, but what happens after that?

Having a plan for what you’ll post and when moving forward will maintain that momentum and prevent you from burning out, coming to loathe that little app icon on your phone and finding yourself back at square one.

Do it your way

The most important thing to remember? There are no rules, so come back however you like.

You don’t have to announce why you went off social media for a week or six months, or explain yourself if you don’t feel comfortable doing so.

You could hit the ground running with your usual kind of content, or try something new and experiment with different ways of connecting – you don’t owe anyone anything, and as long as you keep bringing authentic value they’ll welcome you back and be glad it’s business as usual.

Or, you can pour your heart into a detailed caption full of your innermost thoughts, fears, realisations, and plans if you want to – it’s your social media after all, and YOU are your business.

So, you have carte blanche to be as open or closed as you please.

Get help organising your content writing

I know writing your own content and handling the marketing side of your business can feel like a complete time-suck. It’s a struggle to get your head round how to make sure it actually translates into results (like a consistent monthly income, pinch-me enquiries, and dream speaking opportunities landing in your inbox).

Many of my 1-1 content mentoring clients feel they’re great at writing, but less good at the strategy and organisational side of things, so it takes over their lives and they get absolutely nothing back.

Others have brilliant ideas racing around their minds, but writing doesn’t come naturally so they feel vulnerable putting content out there without professional input.

Either way, I’ve got your back! I’m now taking on 1-1 content mentoring clients in the coaching and wellbeing space to get you feeling in control, confident, and – dare I say – EXCITED about this side of your business! Think it’s impossible? Jump on a virtual coffee with me and see how you feel at the end – if we click, there are so many amazing things ahead for you and that business of yours.

Book your virtual coffee with me 🙂

How to use market research to write better content

market research content writing

You’ve heard market research is THE way to creep into your customers’ minds and live there rent-free. But how do you translate this newfound knowledge into powerful content writing that converts your audience into customers? Read on, my friend, and all will be revealed!

But, first things first.

What are the best types of market research for content ideas?

OK, so you’re an ambitious and knowledgeable coach or wellness business owner and you want to know more about how your ideal customer thinks and what they want to hear from you. Here are the best ways to do market research to get to the bottom of it and take the guesswork out of it.

Reviews and enquiries

Your reviews and enquiries are a GOLDMINE for insight into your customers’ pain points and how your services help them overcome obstacles in their life.

Look closely at what they say they need help with, how they describe what you do, and especially how they FEEL before, during, and after working with you.


Market research surveys are an awesome and time-efficient way to poll many people all at once. So, if you have a database of existing or previous customers, send them a Google Form (or similar) to ask what brought them to you, what problem you solved, and how they sum up the feeling and experience of working with you.

No database? No problemo. Create the survey anyway then put it on your socials, ask your network to tag people in your niche, and/or send it to target customers you’d love to work with. As an incentive, you could offer a £5 Starbucks voucher or free/discounted service. Often, this is a great foot in the door and leads to future work once they experience what you can do. Win win!

1:1 interviews 

As fantastic as surveys are, your dream customer is likely to type a lot less than they’d actually say, so approaching existing or ideal customers to spare you 20 minutes for a survey is THE BEST way to do market research on your target audience.

Again, offer an incentive and note down or record their words – without the time to think before typing, they’ll express themselves much more emotively during these calls (I use Zoom to record and save) giving you so much amazing insight to work with.

How do you turn market research into content?

OK, so onto the nitty gritty, You have all this insight into your customers’ mindset, needs, and dreams. What now?

How TF do you use your market research to write social media posts, blogs, and emails that prompt them to rush to your DMs asking to book your high ticket offer?

Here are five simple steps to success.

1. Compile your data

First of all, you need to work out how you’re going to compile all this juicy data so it’s easily accessible and catalogued into a logical system to enable you to use it to for content ideas.

I love Trello for getting and staying organised, and it lends itself to compiling market research data and organising it into a content plan.

Group together categories of customer pain points and list different words they use to describe each problem. For example, if a major enemy for your target customer is imposter syndrome, you might list words they use to articulate this, like: comparisonitis, insecure, low self-esteem, unconfident, out of place, fraud, found out.

Gathering and viewing it all in one place will save you time trawling through research to create content, and give you a super clear perspective on the main obstacles you help your customers overcome.

2. Turn problems into content topics

Now you have all your data neat and clear, it’s time to use it.

Start by picking out a problem your customer is experiencing. This blog post was literally inspired by a response to a market research survey I sent out, for example. I asked what free resources my target customers would like to see, and one of them asked for advice on how to turn market research into content.

And hey presto!

Answering a problem you know your ideal customer is going through via your content is a highly targeted way of bringing value to your audience. You know for a fact that at least one person – and others like them – will already have an appetite to listen to what you have to say. It’s always better to be super specific in adding value for that one person in the confidence similar people will share the same problem, than creating generic content that excites no one.

3. Mirror your customers’ language

Pay VERRRRY close attention to the language your customers use to express how they feel now, how they felt when they worked with you (if applicable), and how they dream of feeling.

You may be using similar words or phrases to describe how you can help them, but by tweaking your language to mirror theirs you’ll tap into their exact feelings and experiences, and that’s when they begin to feel like you’re living inside their head.

Little changes to your language make a huge difference to how much it resonates with your audience. Say you’re a sobriety coach who talks about quitting alcohol, but your audience says “give up drinking”. Making that slight change in language is likely to make their eyes and ears prick up when they encounter your content as it’s literally a thought whizzing around their minds.

Sometimes the alterations are bigger. Many coaches, for example, talk about limiting beliefs, assuming their customers recognise this language. And while it’s kind of self-explanatory, if it’s not common parlance for your customer they’ll struggle to connect it to what they’re feeling.

So, instead of opening a social media post with: “Do you struggle to overcome limiting beliefs about yourself?”

Try drilling down into one specific example of a limiting belief, like: “Do you tell yourself you’d never make a good leader?”

4. Start with a blog then repurpose

My best advice for turning market research into content is this.

Start by addressing your customers’ biggest problem in a blog post, like this one.

Then, pick out sections, quotes, statistics, and bullet points from your blog to use as individual social media posts, videos, and emails. This way, you get down the maximum amount of information and value you have on this topic in the longest form piece of content – your blog – then save time on all the other types of content by pulling from your original blog post for inspiration.

5. Tell their story

During your market research, ask your customer to describe a typical scenario relating to the problem you solve. For example, how do you feel about your current job? Or, what happens when you think about trying a yoga class?

This gives you an insight into their thought process and allows you to turn it into a story that will be recognised by others going through the same thing.

Using the information they provide, use storytelling to paint the picture. So, if your research reveals your customer wakes up feeling anxious and overwhelmed before they’ve even got out of bed, you’d start your story like this: “6am. Your alarm goes off and before you even open your eyes properly you feel the anxiety and overwhelm building up at the prospect of another day in a job you hate.”

If you’ve been in this situation too, tell them. Show why you understand and explain how/why, before going into how you’ll help them break free of the situation that’s holding them back.

They’ve shared these specific insights with you, so use them to call out others in this situation and show how you have the answer to their challenges.

6. Sell the dream

Finally, always remember to sell the end result, rather than your services. Your services are the vehicle that will transport them from A to B, but they care less about what it entails and more about how they’ll feel at the end of the journey.

So, don’t spend too long explaining how your coaching sessions work or what’s involved. Instead, sell the benefits they’ll experience afterwards, like earning that promotion or payrise, pursuing their passion as a career, or discovering a new hobby that brings them joy and calm. Every time you mention your solution, use the “so what” factor to draw out the benefit of it.

For example, “Book your first yoga class to experience an hour devoted to YOU and your physical and mental wellbeing, bringing a slice of inner calm into your demanding life.”

Get support writing content that resonates with your clients

Got your market research but need a little extra help writing content that connect with your ideal client?

BE A CONTENT QUEEN is an online content writing course loved by coaches and wellness businesses. It’s self-paced so you learn at your own speed and develop your content writing confidence, clarity, and skills over six fun, practical, and relatable video sessions.

Abi, life coach and yoga teacher, said:

Ali’s Content Writing Course was absolutely brilliant!
She knows A LOT about writing and shared so many of her tips and tricks with us, which improved my confidence with content writing and made it all seem a lot more ‘do-able!’.
Ali’s down to earth approach puts you at ease straight away, no question is deemed ‘silly’ and throughout the course she shared examples that were specific to each of our areas of expertise.
A great community formed between participants with lots of support.
Highly recommend!
Find out more or sign up now here.

How to get a constant flow of clients for your coaching business

website copywriting

You’re a compassionate, intuitive coach who guides your clients through life-changing growth. Yet some months you’re booked out, while others tick past without a single enquiry coming in, which leads to self-doubt, comparisonitis, and the occasional (unsuccessful) Facebook Ad. So, what are you missing here? What’s the secret to getting a constant flow of clients for your coaching business with less chasing and more attracting?

The truth is, you’re amazing at what you do, but you probably don’t love the marketing side of things. Selling on your socials feels sleazy, and you’re never quite sure what you should be doing and how.

But it doesn’t have to be like this.

I work with coaches and wellness business owners to empower them to attract dream clients into their inbox through the power of their content, so it does the work for them (no awkward selling necessary). Are you ready to make the changes you need to live that life you wanted to live when you first qualified as a coach?

Let’s go!

Niche, then niche again

You’ve probably heard the importance of niching hundreds of times, but haven’t quite felt ready – or discovered the right niche – to make it happen. But as soon as you do, you’ll wish you’d done it sooner. Because establishing a niche for your coaching business allows you to:

  • Get super clear on the specific transformations you offer to demonstrate your value
  • Grow your social media presence with the right kind of followers
  • Raise your prices because you offer specialist expertise
  • Refine your messaging to appeal directly to dream clients

When it comes to niching, the more specific you are, the easier it is to attract the right people to your business. Say you’re a business coach who wants to work with women in leadership, could you narrow this down further? What industry do they work in? What’s the specific challenge you excel in supporting them through?

For example, it’s better to be known as THE coach who helps female lawyers overcome imposter syndrome than a generic business coach trying to appeal to everyone but attracting no one. For many of us, we’re an evolved version of our target customer, so think of how you can use that to your niching – and attracting – advantage, or envisage an existing customer you love working with and make a plan to clone them (in a non-Dolly-the-sheep way).

Nail your content

You understand the power of social media to get more clients, but you struggle to generate ideas to interest your audience, and you’re not really sure how to align your messaging with your core values.

I work with a lot of coaches who feel this way, and I’m here to tell you there is a way for you to feel totally confident, inspired, and motivated to write social media posts, emails, and blog posts that send the right client hurtling into your DMs ready to book and pay in full.

Four social media tips for your coaching business:

  • Picture one person – think of an existing or ideal client you know then imagine you’re talking to them every time you sit down to write a post. Would this interest them? Would it make them laugh? Would they share it? If those are all NOs, challenge yourself to turn them into YESes.
  • Share your story – we want to work with people we connect with, and your dream clients are no exception. Share your story, be open about your vulnerabilities, and create opportunities to relate to the people you want to attract. One big caveat – your content should always be about your customer, and not you, so find ways to make your story relevant to their current situation (showing how you’re the best person to help them through it).
  • Write how you speak – coaches often ask me how to instil personality into their content. You’re so passionate in person, yet opening your laptop transports you back to your GCSE English exam and you sound formal and bland. Write exactly how you speak to let your personality shine through – if you’re not a natural writer, use a platform like Otter to dictate and transcribe
  • Mirror your audience’s language – look at enquiries and reviews to learn how your customers speak, what words they use to describe the challenges they face, and how they articulate the transformation you bring. Then, mirror it in your own content by peppering your words with theirs, and watch them slide into your DMs asking when you became a mind reader.

Be consistent

Consistency is your number one priority when promoting your coaching business if you want to have more of those discovery calls that lead to regular coaching clients.

And consistency isn’t simply about posting every day on social media (in fact, you don’t even have to do this to achieve financial freedom as a coach).

Four ways to be consistent as a coach:

  • Having a consistent message and communicating it in a way that resonates with your audience
  • Promoting yourself in a way that aligns with your values and passions
  • Creating a content strategy that fits with your lifestyle and sticking to it
  • Projecting a consistent image in your branding and marketing

Are you nailing all of these at the moment? Or could you do with some support?

Sell the dream, not the coaching

Most people don’t know they need a coach.

You want to talk about how brilliant coaching is, but if you’re targeting people outside of the coaching sphere they’ll likely to be dubious about its benefits. So, instead of telling them why they need a coach, sell the dream life you know you’ll help them achieve.

For example, instead of writing a blog post entitled: “Five reasons you need a career coach”, try: “Five steps to turning your passion project into a career” or “How to find the job that makes you love Mondays.”

Airlines don’t generally promote themselves by telling you how great their planes are – they know you don’t care about turbines and stabilisers (or even the left phalange). They know the journey is simply a means to an end.

Instead, they tend to evoke the relaxation, fun, and freedom the holiday you experience on the other side of that plane ride will bring you.

Use emotions

Everyone is driven by emotions when they make a purchase, even if they tell themselves it’s logical. So, when speaking to your customers, ask and notice how they feel before, during, and after working with you. Having this information allows you to tap into these same emotions in others who haven’t yet experienced your support.

Bear in mind, we often give an easy answer at first to mask our more vulnerable feelings, so stay curious. For example, if you’re a life coach who keeps hearing people say they don’t have the budget to retrain, or the time to implement changes to their lifestyle, dig deeper. Usually, there’s a deeper emotion beneath the surface, like fear, insecurity, shame, or nerves. Once you find the deeper emotional driver, it becomes easier to show future customers how you understand them and have the solution to their problems when you’re next writing a social media post, filming a video for your website, or attending a networking meeting.

How to write content that attracts more clients to your coaching business

Are you struggling with your content writing? You understand the importance of having a presence online, but often feel overwhelmed or lost because you have no plan for your social media, emails, or blog posts.

BE A CONTENT QUEEN is a self-paced online content writing course loved by coaches and wellness business owners. Over six masterclasses created by a professional content writer (that’s me btw) with 16 years experience writing content that prompts action, you’ll gain confidence, learn new skills, and get really clear on what’s missing right now and how to complete the jigsaw. Learn at your own pace and get ready for more clients, a reputation as the expert in your field, more financial freedom to travel and achieve a better work-life balance, and invitations to speak at industry events, webinars and podcasts.

Are you ready for all of that to become your reality? Find out how here.

Your Yoast SEO beginner’s cheatsheet: how to optimise a WordPress blog

Yoast SEO checklist

Posting a blog without optimising it for SEO is like baking a show-stopping batch of brownies without inviting your friends round to feast on them over a cup of Redbush.

You know your bakes are the best in town, but without people there to appreciate and shout about them, how will anyone know what a master baker you are?

If you have a WordPress website, you may have spotted Yoast SEO plugin on the back-end of your site.

If you’ve backed away from it out of confusion or fear you might break the internet (and not in the Kim K way), I’m here to tell you you have nothing to fear (except maybe the deluge of enquiries from dream customers you’re about to receive when you start optimising those fabulous blogs and sharing your expertise with the big wide world).

Read on for a foolproof guide to how to optimise a blog or web page using your Yoast SEO beginner’s cheatsheet.

What is SEO?

If you’ve got this far, I’m guessing you have a vague understanding of SEO, but lack the knowledge or confidence to SEO your blogs because you’re not sure you’ll get it right.

SEO, or search engine optimisation, is simply the process of tweaking your online content to help it rank more highly in Google’s search engine results pages (aka SERPs, a term that foxed me for far longer than I care to admit).

While SEO work features a number of different elements, some more technical than others, there are some simple steps you can take to give your blog or website page a better chance of appearing higher up in the search results.

If you’re confused by the different SEO-related terms you’ve seen bandied around, read this blog for a glossary explaining the most common SEO terminology.

There’s also a free downloadable SEO checklist to make sure you’ve ticked all the boxes.

What does an SEO plugin do?

The good news is, if your WordPress website has the Yoast SEO plugin, it does the hard work for you.

Yoast SEO puts all the SEO tools you need at your fingertips and makes it straightforward to do all the stuff you need to do to rank higher on Google.

So, having Yoast is a shortcut to being an SEO expert, without having to understand the finer (and techier) details of algorithms and alt tags.

Is Yoast worth it? 

Personally, I think Yoast SEO is TOTALLY worth it if you want your blogs to be seen and enjoyed, not to mention generate hot leads to grow your business or hit your goals.

While I don’t consider myself techy and can’t claim to grasp the detailed work of career SEOs, I have multiple blogs that rank on page 1 of Google for relevant search terms.

This teaches us two things.

1. Good SEO starts with value-packed content

Focusing your efforts on making your blogs informative and entertaining for your audience is a great place to start if you want them to rank well on search engines.

Well-written, relevant content is SEO 101, so if you’ve nailed that, you’ve got the foundations of a fantastic blog.

2. A little optimisation goes a long way 

Don’t shy away from spending a little extra time optimising your blog if you have the Yoast SEO plugin. It’s there to help you, and you deserve to rank well for the hard work you’ve put into content writing.

You don’t need to be an SEO expert to rank on page 1 – a little bit of optimisation goes a long way towards achieving your content writing goals.

How to optimise your blog using Yoast SEO

Lately, I’ve spoken to several people who avoid optimising their blogs because they don’t understand how Yoast works and are scared of doing something catastrophic on the back end of their website.

From my experience of Yoast SEO, it’s pretty difficult to go wrong, and my web guy may shout at me for saying this, but I tend to find most back-end mishaps are fixable.

I created this Yoast SEO beginner’s cheatsheet for you after conversations with two  of my 1:1 content coaching clients who wanted to “SEO” their blogs but weren’t sure where to start.

They had so much insane value to share, but their blogs weren’t being seen by enough people because they were nervous about implementing a few SEO tricks at the final stages before hitting publish.

After emailing my Yoast SEO cheatsheet to them, they found themselves feeling so much more knowledgeable and confident about optimising their online content, giving them an awesome chance of seeing the web traffic, rankings, and enquiries I know they deserve for their sterling efforts.

I’m sharing as much as I know about SEO from 16 years of writing blogs for commercial purposes.

If I’ve managed to get blogs to rank on page 1 using these simple steps, so will you, my friend!

So, without further ado, I want to share with you my beginner’s SEO cheatsheet for optimising your blogs using your WordPress site’s Yoast plugin.

Download your Yoast SEO beginner’s cheatsheet here.

Once you’re done optimising your blog using this step-by-step guide to Yoast SEO, please tag me in your social media shares so I can have a read and share to my channels, too – we love to see it!

Blog SEO checklist: a beginner’s guide to optimising your content


As a business owner, you juggle all sorts of plates, and blog writing is yet another string you’ve added to your bow to bring leads in through your website. Yet just when you’ve managed to write a blog, an unwelcome gremlin creeps into your mind and asks: “is this blog SEO’ed?” Your understanding of SEO is patchy at best, so you panic you lack the skills and tools to get your fabulous content found. Before you quit, let me come to your rescue with a blog SEO checklist – the ultimate beginner’s guide to optimising your content.

Is blog writing technical?

I do NOT consider myself a techy person, and when I first started writing blogs professionally, SEO was something that niggled away in the back of my mind, making me question my writing skills and the purpose of what I was doing.

I used to think I needed an official SEO qualification to give my clients confidence I knew what I was doing, but then something odd started happening.

My blogs started ranking on page 1 of Google for specific keywords relating to my own, and my clients’, services.

OK, so I’d picked up a few SEO hacks along the course of my 16-year writing career, but I didn’t think of myself as an SEO expert by any stretch.

So how did an SEO novice manage to rank on page 1?

All I can tell you is this. The content I write speaks directly to my target customer and offers the value I know you’re looking for when you find yourself on Google searching for answers.

By focusing on value and not allowing myself to become overwhelmed by dos and don’ts, I’d cracked the code to creating high-ranking content.

Now, I want to help you to do the same.

So, I’m going to tell you everything I know about how to SEO a blog post so you’ll see the same success I have. In the past year or so, I’ve had around 11 blogs ranking on page 1 and I’m still yet to sign up for that SEO course.

Read on to discover how to write blogs that rank on page one of Google.

What is SEO?

SEO stands for search engine optimisation. It’s the act of optimising online content, like website pages and blog posts, so they appear on search engine results pages (SERPs) for “keywords” (which can, confusingly, be a word or phrase your customer types into Google, or whichever their chosen search engine is, to search for information).

75% of online searches start on Google, according to SEO guru Neil Patel. So, optimising your content plays a critical role in getting your content seen. 

For example, if you want to attract customers to your baking website, a typical keyword might be “easy chocolate cake recipe”. So, you could write a blog with this title, guiding your reader through the process of mastering your fave bake and sprinkling your keyword into the mix as you go.

Researching what kind of terms internet users are searching for relating to your industry or chosen topic will help you decide what to blog about, so you can capture some of that traffic and build your online presence.

SEO takes many forms and is a complex process for those whose job revolves around keywords, updates and algorithms. Content is a large part of SEO, but it also involves images, links, and technical elements.

However, for the purpose of blog writing, there are a few painless steps you can take to tick the major boxes and ensure the right eyes fall onto your blog.

What’s the perfect blog length to rank on Google? 

First things first, I want to touch on the question of how long a blog needs to be to rank on Google.

Again, I’m no SEO expert, but this is what I’ve learned.

Getting bogged down by specific word counts can quash your creativity or spiral you into waffle territory. So, I always advise you to focus on writing naturally and offering maximum value first, and worrying about word counts, well, never.

Google will index a blog post as long as it’s 300 words minimum. And while longer-form content generally performs better (the actual word count changes constantly, so take any figures you hear with a pinch of your finest Himalayan), value-packed content is always best, whether it’s 500 words or 5000.

Generally, I’d aim for 500 words as a minimum, and anything over 1000 words is a decent length.

But again, use this as a very vague guide and as long as nobody has imposed a word count on you, do your thing and see where your subject takes you.

Glossary of SEO terms

Here’s a glossary of the most common SEO terminology you’ll find online, helping you understand what goes where and why.


A keyword, or keyphrase, is the word/s your audience will type into a search engine searching for information.

Before writing a blog, research and consider what your target customer might enter into Google to find the type of content you’re sharing. Then, weave this keyword, or keyphrase, into your content to ensure Google understands and indexes your blog to help users find it.

Avoid keyword stuffing, which sees keywords overused, as search engines recognise this and penalise you by failing to rank your content favourably.

Search engines like Google understand variations on your keyword, so feel free to mix it up so your blog reads well and use of your keyword doesn’t feel forced.

Meta description

Your meta description is a summary of your web page or blog that appears in search results pages and social media previews. Stick to the allocated word limit and make sure the purpose of your blog is clear enough to attract readers to click into it.

Include your keyword to allow Google to easily recognise what your content is about, so it will be ranked well and enable your target audience to find it.

Feature image

The feature image is the main image on your blog, which usually displays on your main blog menu page and social media link previews.

Alt text

Alt text describes your image for SEO and inclusivity purposes. Type in a brief and simple summary of what your feature image depicts – there’s no need to start with “image of” or “picture of”.

Transition words

SEO plugins like Yoast SEO will often recommend adding transition words to your blog to make it more reader-friendly and easier for Google to understand and catalogue.

Transition words help your reader connect one idea to the other. So, use them to shift the mood or signal a new direction.

They fall into four categories – contrast words (e.g. on the other hand, alternatively), emphasis words (e.g. indeed, especially), addition words (e.g. also, besides), and order words (e.g. firstly, subsequently).


Your slug is the second part of your blog or web page URL (or link) after your website address.

For example, the slug for this blog is: blog-seo-checklist-beginners-guide-to-optimising-content

The full URL is:

So, website address + slug = your blog URL or link.

You have the option to edit your slug if you’re adding your blog to your website back-end – it’s sometimes good to shorten a longer URL.


If you’ve seen the terms H1, H2, H3 etc in reference to website content or blogs and wondered what they mean, allow me to explain.

In the context of blogs and website copywriting, H stands for header, so your H1 is your main header. You should only have one H1 per web page or blog to help Google understand what your blog is about.

Free SEO checklist for beginners 

Need a beginner’s SEO checklist to make blog writing easier and less confusing?

I’ve got you – download your free SEO checklist and start ticking off the basics to see your blog rank on page one for your chosen search term. If you have any questions, or need help with your content writing, drop me a line and let’s chat.


What’s the perfect blog length?

Woman writing blog on laptop

Firing up your Google Docs with a brain full of ideas, you have all the enthusiasm to write your latest blog but suddenly a thought strikes you: what’s the perfect blog length?

Is blog length important to rank on Google?

And if so, how do you discover the ideal word count for your business blog?

Before you know it, you’ve slipped down a rabbithole and the time you set aside to actually write the blog is consumed by stressing over how long the thing should be.

If this is how you wound up here, or you’re worried you’ll fall prey to that panic next time you want to write a blog, let’s hit pause on your stress spiral.

In my latest post, I’m busting blog length myths and helping you discover THE IDEAL BLOG LENGTH to eliminate all of that self-doubt and deliberation from your next content writing session.

What blog length should I hit to rank on Google?

First things first – let’s clarify how many words should appear in your blog post for it to rank on your favourite search engine.

To rank on Google, your blog should be at least 300 words in length, according to SEO experts Yoast.

That’s pretty short, and you’ll likely find yourself with more words to work with once you get stuck into sharing your fabulous expertise.

As a general rule, I count 500 words as the minimum word count to aim for when writing a blog.

Generally, I stick this whether I’m writing business blogs for myself, or for my clients.

So, keep 500 words in mind as your benchmark for blog writing, and you’ll know Google will recognise your content and feature it in search engine results pages (also known as SERPs, to our techtastic friends).

Do longer blogs rank better on search engines?

Generally, yes. The longer your blog post is, the more chance it has of appearing high up in the list of results shown to your target customer when they type in a search term relating to your industry.

As a rule of thumb, blogs with more than 1,000 words will gain more exposure on results pages than shorter ones.

Plus, there are additional benefits to writing longer posts that go beyond online visibility.

By writing longer blogs, you increase the amount of time your reader spends on your website, which makes them more likely to get to know your brand and convert from casual browsers into loyal customers.

How long should a blog be to get shares on social media?

Research says blog posts with more than 1,500 words get more social media shares.

This supports the case for writing longer blogs, and throws yet another benefit into the mix.

The thinking behind this is simple.

More wise words offer more value to your customer, which is more likely to prompt them to share your post on their socials.

After all, in our scrolltastic world, we all know the elements of a shareable piece of content.

So, to make your blog post super-shareworthy, make sure it’s:

  • Ultra valuable to your target customer
  • Relatable to a pain point your customer is going through
  • Easy to read
  • Formatted for simple skim-reading
  • Well-written in your unmistakable brand voice
  • Enhancing your reputation as the expert

What’s the ideal blog length for SEO?

According to sales and marketing giant Hubspot, the ideal blog word count for SEO purposes is 2,100 to 2,400 words.

Therefore, this means aiming to write extra-long articles will help you to boost your online visibility by showing your blog post higher in the results pages when people perform an online search.

When you appear higher in those results pages, more people visit your website and read what you have to say.

Hang on a minute. What on earth is SEO?

SEO stands for search engine optimisation.

Search engine optimisation is the process of optimising written content to appear higher up in Google’s results pages when customers perform an online search.

You should have a “keyword” in mind when writing every blog for your business. Your keyword will be a word or phrase your target audience is likely to type into Google’s search bar when researching what you offer.

For example, someone looking for a yoga teacher might type in “yoga classes for flexibility”, so this would be your keyword for a blog showcasing your knowledge in this area.

In targeting this keyword, you’d use the phrase – and variations on it – a few times within the blog so Google recognises this is what the post is about.

However, beware of overusing your keyword, as Google is smart enough to notice you’re doing this and penalise you by failing to show your post prominently when users search for that very phrase.

The benefits of long-form blog content

We’ve touched on the benefits of longer blog posts, so let’s round them up right here.

The advantages of writing long-form blogs include:

  • Achieving higher Google rankings
  • Increasing the amount of time people spend on your website
  • Boosting your brand loyalty
  • Improving your conversion rate
  • Securing more social media shares
  • Offer more value to your customers

Despite our dwindling attention spans, blog length is increasing.

Many believe this is down to a combination of the decline of traditional marketing, and the rise in online learning during the pandemic.

We’re all well-versed in educating ourselves online nowadays, so your customer is seeking out longer blog posts about your industry to educate themselves before making a decision about where to spend their money.

So what length should my blog actually be?

Now, I’m not exactly advising you to ignore all of the information you’ve discovered in this blog, because it’s useful to understand the reasoning behind writing longer blogs.

Plus, it’s essential to know blog writing basics to ensure your content achieves its goals of being found, increasing your enquiries, and consolidating your rep as the expert in your industry.


The truth is, there is no perfect blog length.

It’s all-too-easy to find yourself bogged down by numbers and losing your way when it comes to writing the perfect blog for your business.

So, my advice is ALWAYS to focus on value and consistency, write naturally, don’t overthink data and the rest will follow.

If you tell yourself your blog needs to hit that 2,000 word mark to rank above your competitors, you may slip into waffle territory and lose touch of all of that amazing value you have to offer your customer.

What’s more, it may veer away from your brand tone of voice and confuse your customers.

When that happens, you defeat the point of writing and sharing your insights via your business blog in the first place, and send your dream customer packing to the next link on the results page.

Remember, your blog is a place to inform, educate, and entertain your customer.

Keep that in mind at all times and the perfect blog length will naturally materialise and enable you to smash all of the goals you’ve set for that business of yours. If you need help getting started, download your free business blog template to set you on your merry way.

Does this help you feel less pressure and more excitement for blog writing for your business?

Share your thoughts on my social media and tag me in your blog posts!

Conquer Your Content Writing – online content writing course for small businesses

blog writing online course for small business

Are you feeling frustrated about your:

  • Inconsistent, wishy-washy social media posts?
  • Lack of confidence in your writing skills?
  • Habit of tinkering away and never hitting publish?
  • Permanent state of homeschool catchup/panic?
  • General uncertainty around what your audience wants from you?
You know deep down what you want – and it’s what you deserve.

A constant stream of white-hot enquiries. An engaged audience lapping up your content. Time back for yourself to book onto that spin class or cosy up for a family movie without stealthily checking your notifications.  

You might be wondering, is this possible? Or am I asking too much?

Truth time: I’m a professional content writer and there was a time even I floundered over writing my own blog and social content. I had the knowledge and passion but wasn’t sure what people wanted to hear from me and how to turn commenters into customers.

I posted for myself and not my audience and this failed to translate to the engagement and enquiries I was desperate for.

Do you feel the same?

Over the past two years, I’ve turned my side hustle into a full-time job, had multiple blogs rank on page #1 of Google and made a living out of my dream business. And it’s all down to the power of my content.

Now, you may be thinking, “she’s a writer – that’s easy for her”.

But channelling your passion into words is something YOU have the capacity to do – all you need is the right support and guidance.

Picture this…

2022 is now well underway. Fresh starts are in the air and you have no shortage of ideas and goals.

You fire up your laptop with bags of enthusiasm and a steaming cup of tea (green, obviously! It’s January after all) to embark on a shiny new year in business.

Now, imagine you had:

  • Crystal clear direction on which ideas your audience wants to see and engage with
  • Consistency in your content that converts to enquiries, bookings, and SALES
  • Clarity on your core message to credentialise you as an authority in your industry
  • The confidence boost you need to rescue blogs and content ideas from your drafts, stop nitpicking and hit PUBLISH
  • More time to spend walking, brunching, or connecting with friends and family
  • Pride to show off your social feed and blog page
  • Freedom from third-party fees because your website is generating leads for you
  • A bigger client base of customers who recommend you to others so you know where your next enquiry is coming from.

All of this is within YOUR grasp. Join me and after six weeks, it will all be yours.

About Conquer Your Content Writing

I created Conquer Your Content Writing to create a solution to those 3am worries you struggle to banish.

Although I can’t unsay the awkward thing you said at a party 15 years ago, I DO have the answers to the questions:

  • WTF am I gonna post on my socials tomorrow?
  • Do I come across like I know what I’m talking about?
  • How do I make customers choose me over competitors?
  • Where do I get a clue what sort of content my customers want to see?
  • How do I mix things up so my content isn’t so repetitive?
  • Where do I find a roadmap telling me how to create compelling blog and social media posts that translate to enquiries and sales?

Finding confidence, purpose, clarity and direction is a proven way to gain more website visitors, enquiries, repeat custom, engagement, and SALES.

Join me on weekly Zooms and over six weeks, I’ll show you how achievable this is for you.

Each week you’ll learn a different aspect of the content writing process, taking you from procrastinator to professional.

You’ll be shouting from the rooftops how nailing this ONE THING has unlocked a world of possibilities!

This is for you if you…

  • Want to do more to promote your business but lack  clarity and direction 
  • Are full of passion but struggle to translate it into sales
  • Wonder whether your content hits the mark with your ideal customer
  • Struggle to be consistent on social media
  • Waste time nitpicking and self-doubting your content writing
  • Wish you knew how to stand out in a competitive market and get your name out there
  • Dream of making your social content less samey and more engaging so it sends your dream customer into your DMs

You already have the subject knowledge – let’s turn it into results!

What Conquer Your Content Writing will cover:

  • How to narrow down or find ideas for blog posts and social content your ideal customer WANTS to read (so your time is always well spent)
  • Foolproof ways to find your style and maintain a strong voice across your content
  • How to structure and plan a blog effectively (bye bye procrastination)
  • Writing hacks to improve your content and generate leads
  • SEO checklist to get your name out there so people searching Google find your website and enquire
  • Insider tips and tools used by professional writers to create super-shareable content
  • Ways to repackage blogs into social posts, Reels, email campaigns and more – maximising the time you invest in writing content
  • Social media tips, tricks, and tools to save you time and build confidence

content writing course for small businesses

Meet Ali, your content writing cheerleader

  • 11 blogs ranking on Google page 1 in the last two years
  • 16 years’ content writing experience
  • Qualified journalist
  • Running on oat lattes and vegan brownies

I’m Ali, aka Words By Ali, your one-woman content-writing hype squad.

From teenage diaries to email essays about my disastrous life as a twenty-something temp, I’ve always loved writing and now I get to do it as an actual job.

With me on your team, you’ll discover how to craft content that gives your ideal customer that OMG moment.

And when they experience that, they want to learn and buy from you.

Through my previous careers as a journalist, PR manager, ad agency copywriter, and marketing manager, I learned how to channel my imagination and love of words into commercially valuable pieces of content, from brochures to blogs.

Now, I’m passing that skill on, inspiring you to turn your passion into blog and social content that drives your business forward!

Invest in yourself – you’re worth it!

Now is the time to invest in yourself and your business to get your shit together for 2022!

You will find the confidence and skills to research, structure, and write blogs and social media posts that delight your customers and grow your business through higher engagement, better Google rankings, more web traffic, and warmer leads.

  • Six weekly sessions
  • 60-minute Zooms (attend live or watch replays)
  • Professional support
  • Tailored examples for your business
  • Practical tips, top tools, and insider advice
  • Actionable tasks to keep you on track
  • Personalised feedback on your work
  • Super supportive Facebook community
  • Payment plans to suit you

I’m passionate about helping you develop your self-belief and unearth this new skill that’s lurking inside you, so I’ve designed the course to offer you maximum value for the best possible price.

STARTS:End of January

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Free business blog template: how to structure a blog

how to structure a blog

You’ve finally carved out a moment to sit down, tea in hand, and bang out a business blog post. But as you fire up your laptop and glimpse that blank page staring back at you, your confidence plummets and procrastination whispers: “you can’t do this! Stop pretending you’re a writer and get back to Insta for a lovely little doomscroll.”

If you know this feeling, you need a business blog template showing you EXACTLY how to structure a blog with zero margin for procrastination.

I know how busy you are, so let’s maximise the time you’ve got and crack on with the task in hand before your tea goes cold!

What is a business blog?

Before we dive straight into your free blog template, let’s backtrack slightly and recap on what a business blog is and why you should defo be writing them.

After all, a little insight into why you’re doing this and what goes into writing the perfect blog will allow you to make the most of your blog template and set you up for success.

If you’re already clued up, jump to the next header.

If you’re still unsure, check out this blog for your crash course in business blogging to bring you up to speed.

All caught up? On we go.

How to structure a business blog

Structuring a blog may feel vague and confusing right now, but you’re about to take a shortcut to business blogging success by learning a foolproof formula you can use every time.

If you’ve done a little research into what to blog about (which is well worth doing for optimal results), you’ll have an idea of what your ideal customer is trying to find out about your product or service.

Tips to write a blog introduction

Firstly, let’s kick off with your blog introduction.

Summarise your chosen topic in a couple of paragraphs, ensuring you include your keyword in the first 150 words.

If you’re unfamiliar with the term ‘keyword’, don’t panic. This is a word or term you’re hoping your blog will show up on Google for when people search it, e.g. gifts for dog owners.

Be clear about what your blog is going to explain/show/teach your reader. There are plenty of blogs out there and you only have a few seconds to draw readers in, so make sure you break the topic down so well they know it’s exactly what they’re looking for.

Remember, you can always go back and polish your intro once you’ve fleshed out the rest of your blog. So, don’t overthink it – simply write a couple of sentences here to get some words on a page.

You may be wondering about your blog headline – and I have so much to say on this I’m going to dedicate a separate blog post to it, so sit tight and keep your eyes peeled!

Use your blog headers as section titles

Next, choose three to six questions around your chosen blog topic and use these as your headers.

A well-structured blog features multiple headers, with no more than 300 words under each one.

Think of your headers as section titles and formulate them as questions you’ll answer in the body copy underneath.

For example, if you’re writing a blog about life coaching to introduce your readers to the concept, your headers may be as follows:

  • What is life coaching?
  • Who is life coaching for?
  • How can life coaching help me?
  • How much does life coaching cost?
  • Does life coaching actually work?

True story: it took me 30 seconds to find these questions on Answer The Public, which compiles real data from people browsing search engines like Google.

If you’re a life coach writing a blog on this subject, these should be simple questions you can answer neatly in under 300 words, as you would if someone approached you at a networking meeting to find out more about your job.

When I’m laying out a blog, I like to organise my headers first. Often, the literal act of typing them onto the page is my train out of the procrastination station. Words on paper are a powerful way to banish writer’s block, so getting your headers down is a smart move.

Writing your sections

Now you have some headers in place, you can begin filling in the gaps. You know your headers are questions to be answered, so let’s get answering.

Here are a few blog writing tips to make this part easier:

  • Type how you speak (within reason)
  • Use bullet points and numbered lists – great for skimmers and SEO
  • Mix short and long sentences
  • Focus on benefits, rather than features
  • Include statistics to support your points

How to conclude a blog

Every good story needs an ending, and your blog is no exception.

Your conclusion will round up the points you’ve made and summarise the main message of your blog. We know 43% of people skim read blogs (a stat I actually find surprisingly low!), so we incorporate formats like bullet points and plentiful headers to allow for hot takes.

Naturally, skimmers will skip to the end of your blog, picking out bits of interest along the way, so finishing with a bang is critical.

One simple sentence can give your reader all they need to know, and it’s a good exercise in summarising and drilling down into what’s important.

Check the final two paragraphs of this blog to see my conclusion.

Add a call to action

Your call to action is crucial. Wondering: “what is a call to action?”? Allow me to explain.

A call to action is a marketing term for an instruction we give to a reader telling them what to do next. You’ll use them at the end of every blog, and also in social captions, emails, landing pages, and more.

A call to action, also known as a CTA, doesn’t have to be salesy, so don’t panic if your blog is purely informative and you’re paranoid about launching into a sales spiel and turning readers off.

If your blog’s purpose to inform and educate your reader at an earlier stage in the buying process, use your CTA to nudge them along in their journey.

Unsalesy call to action examples include:

  • Read another blog next
  • Follow our social accounts
  • Subscribe to our newsletter
  • Download your free blog template

What’s critical to remember is this. Your reader is on your website, reading what you have to say. They’re buying into you and unless you make it clear what you want them to do next, they’re unlikely to stick around.

So, make your CTA count by keeping that connection going and giving them even more value to push them further towards that purchase.

Download your free blog template

Here comes my conclusion 😉 >>>

Now you know a well-structured blog features a short intro detailing what you’ll cover, several headers as section titles, a clear conclusion summarising your points, and a call to action telling your reader what to do next.

Use this as your blueprint for every future blog to save time and stay on track. Need a little more help? Download your free blog template to set yourself up for ultimate business blogging success.

Download your free template here.