Crafting effective blogs posts is both an art and a science. In addition to engaging readers with content that resonates, blogs often need to achieve SEO goals too. My process can include:
- Subject Matter Expert (SME) interviews
- SEO/keyword integration
- Editorial calendar planning
Two Bettys Blog
Two Bettys Green Cleaning offers both residential and commercial cleaning services in Minneapolis, MN. They wanted to use twice-monthly blog posts to keep in touch with current clients, and give prospective customers a sense of their values and personality.
The challenge for Two Bettys was consistency. They’re a small organization, with everyone wearing many hats. Everyone wanted to write for the blog but nobody owned it, and months often went by without a new post.
I worked with leadership and the marketing team to design an editorial calendar that everyone felt good about. We planned ahead for timely topics we wanted to cover, and made sure blog contributors had enough time to plan and write their content. I wrote a number of blog posts for Two Bettys, including this one:
Connect Homes blog
Connect Homes is a California-based builder of modular prefab houses. When I started working with them, their website was relatively new. They did have an area for news and updates that site visitors could sign up for, but many of the posts felt sterile and internally focused. Distant photos of the homes were beautiful but clinical. They lacked the human connection and storytelling that might help prospective customers envision themselves in a prefab home.
To create a more cohesive, effective blog presence, I wrote a content strategy that defined our target audiences and blog topic categories. I then developed an editorial calendar that mapped out six months of topics, target keywords and linking strategy.
The agency I partnered with on this project conducted user research, which revealed that people shopping for homes loved looking at photos of new homes. I worked with Connect Homes to source more human-centric, narrative photos, like the ones featured in this post I wrote:
Contact
Want more writing/work samples? Just ask. I’ve written a wide variety of digital assets for nearly every industry. Chances are good that if you need it, I’ve got it.