marketing

Write Effortless Blog Posts Using Trello, Google Docs, and WordPress

October 16, 2017 by Jessica Goddard

You need a blog.

I’ve heard it over and over. I’ve even said those words to fellow business owners, but it took almost a decade in business before I finally found a way to make it happen.

I’ve always struggled with writing content for my business. I have beautiful, eloquently formed ideas swirling around in my head…until I sit down to write. Then, my mind goes blank, just like the screen I not-so-lovingly call the “White Screen of Panic.”

Blog anxiety is real, but I’ve figured out a way to overcome. Like most things in my life, a methodical approach has been my ticket to success.

With a documented process and the right tools, I’ve managed to find my blogging stride. Today I’m going to share it all with you, in hopes that you can also find your mojo.

Start with a Sprint

Whenever I thought about starting a blog a few questions popped into my head.

What should my first post be!?

What if I don’t keep up with it?

What if it’s just really bad?

To alleviate this pressure I decided I needed to start hard and fast – with a sprint. For three weeks I wrote a blog post every weekday.

Instead of feeling like I had one first blog post, I had several (of varying topics)! I scheduled the posts to be published the week after I wrote them so that I’d have a buffer in case something came up that kept me from writing one day.

As for the quality of those first posts? Not my best work, but the beautiful thing about blog posts is I can go back and improve the shabby ones (which I’m currently doing).

After writing every day for three weeks I took a step back and started writing three blog posts every Monday. Now, I’m writing one blog post per week so I can focus on marketing as well.

Trello for Blog Process Management

I manage my blog process, from idea to completion, in Trello.

My first list is the dumping ground for all of my ideas. I color code them based on topic (or blog category) to make sure I have a good mix.

Beside the Ideas list I have one called Up Next. I move cards from the Ideas list to here when I’m feeling inspired by the topic. (I have a lot of ideas so it can get pretty overwhelming.)

Cards in the Ideas and Up Next lists will often have preliminary outlines (checklists), notes, links to resources, etc. to help expedite the blog writing process when it’s time.

As I go through the writing, pre-publishing, and publishing process I move the cards through the different lists (Outlines, Drafts, Graphics and Scheduling, Promoting, Done) to keep track of where I am with each post. Often I’m only working on one or two at a time so it’s pretty easy to manage, but I like the visual reward of moving the post across to the various lists.

Posts in the Done column include due dates (the date the blog post was scheduled for publishing) and images (to quickly see what I’ve posted recently.

Google Docs for Blog Outlining and Writing

Remember that “White Screen of Panic” I mentioned at the beginning? Well, this is where overcoming that reaction comes in.

To make sure I never start with a plain white screen I’ve created a blog template that I use for every post.

At the top of the post, I include a list of all of the SEO and marketing data I will need. This includes:

A keyword
Page description
Text for the featured image
Alt text for the image (also used as the default Pinterest description)
Content upgrade to be used
Copy for social media posts

Having all of the SEO and marketing data figured out makes pre-publishing a breeze. (Need a little help understanding the SEO terms above? Check out this post on simplified SEO.)

I also include a simple checklist of things I’d like to include in each blog post:

Click-to-tweet quote
Formatting (bold, italic, etc.)
Link(s) to internal page(s)
Link(s) to external page(s)

When I first started writing blog posts I would just “wing it” and write the whole thing at once. Now I create outlines first because I’ve discovered it makes the actual writing process go so much smoother and results in much more cohesive posts.

In my blog template, I include a starter outline. It reminds me to include an introduction (hook the reader), a body with 3-5 main points, and a conclusion with a call-to-action.

Typically I write my outline a day or more before writing the post because I like to marinate on the topic. Despite best practices, I only write one draft, editing and formatting as I go. (I don’t recommend this…but, you know.)

Migrate Blog Posts with Ease

So, maybe I’m late to the game, but I just discovered that there is an amazing Google Docs add-on that moves blog posts to WordPress WITH FORMATTING.

Do you realize how huge this is? Before I would apply formatting in Google Docs then migrate and either clean up the messy HTML or paste as plain text and reformat. Now it’s one click and I’m set!

To use the add-on you have to install Jetpack on your website and install a Chrome extension. (Note: I know that Jetpack isn’t the most loved plugin by WordPress developers, but I haven’t had any negative effects since I started using it.)

Don’t use Chrome or don’t want to use Jetpack? There is at least one other plugin that allows you to do it easily, but I haven’t tried it.

Final Blog Prep in WordPress

Once my blog post has been migrated to WordPress it’s time for final pre-publishing preparations.

First, I set the date for when I’d like the post to be published. If I don’t do this first I will inevitably end up publishing the post immediately instead of scheduling it. Next, I select a category for the post, specify tags, and upload a featured image.

Moving back to the post itself I insert the post image and set the alt text. I use the Grammarly extension for Chrome to check for any grammar and spelling mistakes that Google Docs missed and set up my click-to-tweet phrases with the Better Click to Tweet plugin.

Moving my attention to SEO, I insert my keyword and description using the Yoast SEO plugin. Yoast then lets me know how SEO friendly my post is and I make any edits that I deem necessary.

Finally, I prep my social media posts that will be published when the blog post is published using the Social Networks Auto-Poster (SNAP) plugin and schedule my Instagram post using Later.

Wrapping Up

[bctt tweet=”A lot goes on behind-the-scenes of every blog post.” username=”jess_creates”]

My process has changed significantly since I started, and I’m sure I will continue to refine my process and template.

Following these steps has allowed me to focus more on social media and SEO than I was able to previously.

Want to snag a copy of my Trello board and Google Docs template?

Simple SEO Elements Demystified

October 9, 2017 by Jessica Goddard

Are you totally overwhelmed by the idea of SEO (Search Engine Optimization)? It may seem like some big scary concept that you will never grasp, but I’m going to try to simplify it a little big for you and provide some tips for preparing your content.

What is SEO?

First, let’s dispel a couple assumptions you may have.

There aren’t any SEO tricks that will get you on the first page of Google. Getting on the first page of Google involves lots of quality, targeted content (which we’ll discuss) and a diverse marketing plan.
SEO does not involve paying for ads (that would be the SEO’s sister, SEM [Search Engine Marketing]). That’s right – SEO is totally free!

[bctt tweet=”#SEO is the act of preparing content to be read and indexed by search engines.” username=”jess_creates”]

As powerful as search engines are, they are only capable of reading the data you provide for them. They cannot “see” images and their assumptions about what your content is about may (or may not) be accurate.

So, you have to make sure you are providing the data search engines need to fully understand who you are, what you do, and what you’re trying to say.

You are probably already implementing SEO without even knowing it. Following are some key elements to make sure you’re including in every page or blog post that you create.

Essential SEO Elements

Keyword(s)

Gone are the days that you can fill your page with keywords and easily rank at the top of the search results, but that doesn’t mean they are no longer important.

Instead of worrying about the SEO impact of your keyword(s), think of them simply as the subject for your content.

Specifying a keyword (or two) for your page or post may have little effect on your search engine ranking, but it will have a huge impact on the way you prepare your content. Use keywords naturally as you write to keep yourself, your readers, and search engines aware of the overarching topic.

Page Title

Not to stress you out, but your page title is one of the most important aspects of your content. Page titles are one of the best ways to tell search engines and readers alike what your content is going to be about.

A good page title should include your keyword(s), an honest representation of what the page is about, and be attention-grabbing.

Page Description

Page descriptions have little to no impact on your search engine ranking, but they are still a very important piece of SEO.

Looking at a search results page, the most prominent components are page titles and descriptions. The page title is probably what you look at first, then skim the description to decide if the page is worth visiting.

Typically, if you don’t specify a page description the search engine will pull the first couple sentences from your content. Depending on how you write this may be OK, but I prefer to have more control over what someone sees in their search results. I tend to think of my page description as though it were a subtitle – using it to provide more detail about the content while increasing the intrigue.

Headings

Because search engines only know what you tell them, you have to help them understand the order of importance on your page. The best way to do this is through the use of headings.

In most text editors you will have the option to either make your copy a paragraph or heading. Typically you will be given heading number options from 1 to 6.

These heading numbers are important not only from a styling perspective but for SEO. Heading 1 is to be used for the most important topic, followed by heading 2, 3, etc.

A good way to plan your heading usage is to think of an outline. The title of your outline would be heading 1. The first level bullet points would be heading 2. Second level bullet points would be heading 3 and so on.

Under each heading, there will probably be supporting content which typically will be given the “paragraph” property.

Alt Tags

Remember when I said search engines can’t “see” images? Fortunately, there is a way to tell a search engine what your image is about.

Alt (or alternate) tags give search engines a description of the image so they include that data in the analysis of your page.

Most content management systems (WordPress) provide a field for alt text when you insert an image into your content. Try to use your keyword in your alt text if it makes sense, but most importantly provide an accurate description of the image and/or its purpose.

Transcript

With the rise of video comes the increased importance of transcripts. Like images, search engines are unable to decipher the content in a video without a little help from you.

The easiest way to tell a search engine what your video is about is to provide a transcript. Not only will a transcript help search engines, it will be appreciated by people (like me) who prefer to read content and by those who are hearing impaired or are on low bandwidth networks.

It All Comes Back to Content

At the end of the day, everything you put on your website comes down to content.

[bctt tweet=”Your priority should be providing quality content for your dream clients.” username=”jess_creates”]

It doesn’t matter if you’re number one on Google if no one wants to read what you have to say.

One More Tip

If you’re a WordPress user like me, I highly recommend the Yoast SEO plugin. It will help you easily assess your content for keyword usage and provide other useful SEO tips specifically for your content.

May I ask you a quick question?

[formidable id=”16″]

Why Every Page is as Important as Your Homepage

September 25, 2017 by Jessica Goddard

You probably see your homepage as a primary focal point of your website. It’s where someone lands when they type your URL into their address bar. It’s a warm welcome and a first impression.

What happens when someone new doesn’t see your homepage first?

Let’s dissect the importance and purpose of a homepage, then discuss how that needs to be applied throughout your site.

Your Homepage as a Welcome Mat

Like the front door to your home, the homepage of your website is typically seen as the primary entrance. When someone enters you want to make them feel welcome and immediately “at home” by giving them an overview and providing directions.

The homepage of your website should lay the foundation for your business, and the path toward meeting your goals.

Someone new to your website should be able to immediately discern who you are, what you do, what they should do next. Most homepages excel at this.

The Pathways to Your Website

If someone types your domain into their browser, it’s pretty much guaranteed that they will land on your homepage. That said, there are lots of other ways people will find your website.

Depending on the quality of your content and SEO, a Google search may lead someone to any page on your website. Alternatively, someone may click a link that was shared on social media or in an email. (Keeping with the home analogy, imagine someone coming in through a back door.)

[bctt tweet=”What happens when someone comes to your website and they don’t land on your homepage?” username=”jess_creates”] Are they welcomed into your business? Are they guided in a direction to help them?

Applying Homepage Philosophy to Other Pages

We’ve established the typical purpose of a homepage, and discussed how visitors come to your site. You need to be ready to welcome them on every page.

Applying homepage elements to all of the pages on your website will make people feel more welcomed and guided.

Look at your website from the eyes of a first-time visitor. For each page you should ask yourself:

Is it clear who I am and what I do?
Is it clear what next step the visitor should take? (Is there a clear call-to-action?)
Is the page design inviting and brand-consistent?

Next Steps

It can be overwhelming when you start to think about tending to the needs of every page of your website. Try choosing one page per week to assess and improve.

Still feel a little out of your comfort zone? Consider hiring a web designer to turn all of your pages into magic.

Why does your website need to be unique?

September 22, 2017 by Jessica Goddard

How many websites have you seen lately with beautiful flat-lay images? What about a color palette of white, blush, and gold? Any hand-lettered logos? How many of those brands stand out in your mind? Is your brand unique enough to stand out?

Now, before you get upset with me for calling out the trends above you should know – I think they are beautiful. I’ve even designed sites with those elements.

[bctt tweet=”When there is no differentiating factor in brands they all. look. the. same.” username=”jess_creates”]

You may think you should be doing the same thing as your peers because you have the same dream clients. You may get swept up in the beauty of soft colors and perfectly styled images. I’m here to tell you why being different is so essential.

Increased Engagement

I’m going to assume you want your brand to stand out. You want to draw people in and make them excited about what you do and what you’re selling. You want to build trust and engagement so they keep coming back for more.

How much engagement do you think you’re going to get when your users are bored. As humans (and millennials, probably) we are naturally drawn to new and exciting things – brands included. Draw people into your brand by standing out.

Connections with Dream Clients

We talk a lot about dream clients and obviously our brands should be enticing and welcoming to those that we want to serve. It makes sense for most wedding photographers to have a brand that is light and friendly as that coincides with the wedding trends of today. However, there should also be something that sets you apart from all of the other wedding photographers that can be represented in your branding (with or without including blush and gold).

One of the most talented photographers I know, CaptureMeCandid, uses black and orange in her branding because she is known for creating edgy, unforgettable images. Talk about connecting with her dream clients! I’m going to challenge you to dig deeper into who those people are (and who you are for that matter) and discover ways your brand can be different to help attract your dream clients.

Memorability

You may not know this about me, but I have a really hard time making decisions. I tend to do a lot of research prior to making a purchase. That research usually involves having an excessive number of tabs open at one time and then abandoning the whole process when I feel overwhelmed. But, just because I’m not actively researching I’m still thinking about my purchase. And do you know which options tend to stand out in my head long after I’ve looked at websites? The unique brands.

A unique brand will remain in the minds of your dream clients long after they have seen your website or social media post. This means they have made a connection worth remembering and next time they stumble upon your business there will be an emotional connection and you will have a leg up.

So, please, stop trying to be just like everyone else. Find what makes you unique and let that flow into every aspect of your brand. Having trouble figuring that out? That’s what strategists and designers are for!

Movie Spin-offs and Blogging

September 20, 2017 by Jessica Goddard

If you’re anything like me you are thinking about your business even when you are doing something totally unrelated. Well, I’ve been thinking a lot lately about blogging. Mostly because I just started mine (in my third week now!), and I feel a constant struggle to come up with my next topic. Here’s my recent “light bulb moment.”

If you have kids, and you have Netflix, you may have seen one (or several) of the Disney fairy movies. These movies are a spin-off from Peter Pan, starring Tinker Bell and her fairy friends. Obviously this is not the first spin-off movie or television show, but it’s the one my daughter was watching when things clicked for me.

Disney made these spin-offs because there was interest in Tinker Bell from a movie that wasn’t all about her. We can find the same interest in our content and conversations and use it to our advantage.

Hopefully you have some form of analytics installed on your blog and/or social media. From those analytics you should be able to figure out what your most popular posts have been, and even what conversation was spurred by those posts. Do you see where I’m going here?

Use that data to come up with spin-off content from the originals! Your audience is telling you what they like, so give it to them! It’s amazing when you really dig into it how many posts you can create from one initial topic.

That said, I’m still working on this whole blog (content) thing, and I’m by no means an expert. I just know a good idea when I see one.

Five Marketing Lessons Learned While Dieting

September 19, 2017 by Jessica Goddard

As a solopreneur I often find my life and business intertwined – gaining insight in one area based on my actions in the other. Right now a large part of my personal life revolves around diet and exercise, and in that I’ve found some surprising connections to marketing my business.

I had my second child about 18 months ago, and it has been rough. Aside from the struggles of raising an infant (now toddler) and dealing with depression I have found it impossible to lose weight, despite what I assumed was my best efforts. Today, however, I’m happy to report that I have lost almost 10 pounds by making some simple changes in my life – and now I’m applying the same principles to my business.

Lesson 1: What Worked Before May Not Work Now

As someone who has had a constant struggle with weight, I was no stranger to dieting and making lifestyle changes to get results. So, once I exited the newborn fog I set out to drop some pounds. Unfortunately, what worked in the past did not work anymore. Blame it on hormones or age…whatever the reason it sucked. I was lost and hopeless so I gave up.

Finally, I picked up those broken pieces and educated myself. I found a diet that works for me as I am now and I am seeing results.

Marketing, as you’re probably aware, is constantly changing. What worked before (phone book ads) probably isn’t going to work today (or at least not as well). You must educate yourself on what marketing makes the most sense for your business today, and sometimes you might have to do a little trial-and-error to find success.

Lesson 2: You’ll Probably Have To Do More Than One Thing

If you’ve ever tried to lose weight you may be aware that it takes more than “dieting” to see results. Exercise, sleep, and stress reduction are all important aspects of seeing those extra pounds go away. I’m sure that you could lose weight with diet (or exercise) alone, but it would be a heck of a lot harder.

Marketing also requires a multi-faceted approach. If you put all of your time and money into Facebook ads but haven’t taken care of what happens after engagement, you probably aren’t going to see many results. It’s about the big picture and carefully crafting your efforts across the board.

Lesson 3: You’re Never Done

I’ve used the word “diet” a lot, but actually I prefer to think of my efforts as a lifestyle change (that has, fortunately, caused weight loss). See, I’ve been to this rodeo enough to know that I can’t change my habits to lose the weight then go back to living an unhealthy lifestyle. These changes I have made are changes that I’m planning to implement for the rest of my life.

I’m sure you’ve heard it before, but marketing is (or should be) a constant effort in your business. Even when you’ve reached the coveted “booked out” status, you still have to keep up with your marketing. You’ve worked hard to get there, now you just have to maintain it.

Lesson 4: It’s a Lot of Work, but It’s Worth It

Losing this weight is taking a lot of my energy, both in planning what I will (or won’t) eat and in exercising. There are plenty of days when I just don’t want to do it. It feels like too much effort. Then I remember all of the benefits. Aside from weight loss I’m experiencing more energy and happiness. It is worth it.

With marketing you have to put in a whole lot of effort and you may see very little reward – at first. Once that marketing machine is really churning, however, you will be able to sit back and appreciate what you have done and the effects it has had on your business. You will be able to spend more time enjoying your work and less time clamoring to find it.

Lesson 5: Don’t Underestimate a Support System

I saved the best, most important lesson for last. A good support system is everything. I’m beyond fortunate that my husband has decided to embark on this lifestyle change with me. We support each other when we’re feeling week and celebrate our victories. Without him I probably would have already given up on this attempt.

As solopreneurs, we do a lot of work alone and sometimes it’s really hard. There are so many decisions that need to be made and it can get very overwhelming. How can you know if you are making the best decisions for your business? Find support. You don’t have to do it alone. Find an amazing Facebook group or a mastermind program. Let others cheer you on and give you honest feedback when you’re not doing what’s best for your biz.

Are you ready to make changes in your life and business? Results go beyond pounds on a scale or money in the bank. Positive changes can lead to a happier, more confident life which will aid you in ways you can’t even foresee.