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3 Ways to Use FemTech to Improve Women’s Healthcare and Menopause Awareness

Making a difference in women’s healthcare and menopause awareness starts with having the right conversations at the right time. Here are 3 important ways that FemTech is reducing the stigma of menopause and helping women improve their emotional and physical well-being. 1- Treating menopause as a workforce issue just like pregnancy and childcare Menopause has…

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2022 New Year’s Goals (vs. What I Actually Spend My Time On… Gold Rush, I’m Looking at You.)

I know this is going to come as a shock but I’ve been thinking about simplification.  At first I was dazzled by the genius of such a profound thought and then I remembered… It’s January. I get this brilliant idea every year when temperatures in my area hit 2 degrees. “There must be a better…

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How to Create and Run Group Coaching Programs that Get Results Without Wearing You Out, Even if Your Curriculum Isn’t Perfect

What you can learn about getting better outcomes for your students from failed heart surgeries, Latin dance classes, and fascinating research on how insight really works. I spend a lot of time in group coaching programs whether as the teacher or the student. Partially because I enjoy them and partially because when I’m in one…

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7 Proven Interview Tips for Ideal Client Research, even if You’re Nervous and the Other Person Hates Being on Camera

Most people hate interviewing but all marketing campaigns start with talking to ideal clients. Here’s how to conduct winning interviews even when you know nothing about the niche and have never met the person before. I’m working on the launch of a new community. We’re slated to go live in a few weeks, so it’s…

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How to Increase Email Click Through Rate by Almost 4x Even if Open Rates Stay Flat (or Go Down)

I manage the content and email marketing for a company in the B2B tech space. They sell a high-ticket product that includes annual paid renewals. To make it even more complicated, the final sale is done over the phone. And once the sale is closed, the business works closely with the customer for the lifetime…

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Beyond USP: How to Magnetize Your Offer and Attract Ideal Customers by Overlaying the 3 “Worlds” of Marketing

One of the unique things about the way I write copy is I’m always thinking about context and behavior. This seems obvious but the more marketing books you study the more you realize most of the tools and frameworks are siloed.  But what if you thought about marketing as three lenses that overlay one another…

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UX Copywriting: How to Get Ideas Across in Fewer Words and Increase Conversions

The more years I spend writing copy, the more convinced I become that the context in which the words live is at least as important (if not more important) than the words themselves. For example, I was mentoring a junior copywriter this week. He posted his email copy for review in a private group. His…

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The Surprising Truth About Your Competitors’ SEO Strategy

I’m working on a competitor keyword research project for an SEO certification course I’m taking.  I’m actually taking two SEO courses simultaneously because I like to get a wide variety of perspectives.  The first course is a high-level “this is how to approach Google; everything will be fine” perspective. The second course is “here’s how…

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The Difference between Search and SEO, and Why It Matters for Marketers

This week’s a-ha moment came when two people from different areas of my life said similar things that had wildly different meanings. Marketing Person A: SEO is the foundation of everything. Marketing Person B: Search is everywhere. See what I mean? On the surface, these appear to be the same thing, but they’re not. Let’s…

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How to Structure Your Content So People Read It and Google Can Rank It Correctly

When I started copywriting, I was introduced to the idea of the Power of One. It essentially says: Have a single good idea and follow it all the way through your piece. There’s a similar idea called the Golden Thread. Originally meant for sales letters, the Power of One and the Golden Thread became central…

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The “Why” Behind Google’s Major Updates and How Content Marketers Can Align with Google’s Real Intent

I’ve been in online marketing since before Google existed. I wish I could say that was to my advantage.  The reality is I watched all the major updates and listened to people say the sky was falling, and I panicked more than I should have. That old “fight, flight, or flee” instinct kicked in and…

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How to Create a Clear Content Marketing Funnel in a World That’s Clear as Mud

Marketing is a strange universe. On the one hand, we have technology that’s getting more complicated at a dizzying pace. On the other hand, we have people clambering for simplicity and direction, without sacrificing personal agency or the ability to make decisions at their own pace. At that level of complexity, the most valuable thing…

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Plotters vs. Pantsers in Marketing, a.k.a. Why It’s Important to Have a Content Strategy

In fiction writing there’s a concept called, “plotters vs. pantsers.” In short, you either write by the seat of your pants or you live and die by your roadmap. I’m a plotter. I love a good map when it comes to getting from A to B. But I’ll confess, writing by the seat of the…

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How to Use Content Clusters and Link Building to Increase Sales

Most days, when I’m staring at my computer, I’m asking myself one of two questions about the content I’m writing, organizing, strategizing, etc. 1- Does the content help the reader? 2- Does the content help Google understand (and rank) my authority? Because for me, it’s all about strategy. The writing… The graphics… The branding… The…

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The Writer’s Dilemma (How to Create Your First Content Cluster)

As a writer, content clusters create a unique challenge. If I was writing an essay (or a white paper), all the pieces of my argument would be in one place so I could guide the reader’s experience as the unseen hand. But with content clusters, the reader chooses their own adventure. It’s the writer and…

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How Long Should the Content Be? Short Attention Spans vs. Search Engines

It’s no secret that readers’ attention spans have gotten shorter over the years. But you’ve probably also heard the advice that long-form content ranks higher in search engines.  So what should you do? The Goal of Content Marketing Let’s pull back and think about the ultimate goal: The purpose of your blog is to build…

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Content Strategy Designed for How People Actually Search

There are some business truisms that support all online marketing strategies.  To state them aloud might seem silly. But if I don’t take a second to pull back the curtain on why we do what we do in marketing, then you’re left with a bunch of jumbled tactics. Can you build your business with a…

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How to Leverage People’s Search Behavior in Your Content Marketing

There are a virtually unlimited number of reasons people search topics online. If you take any 3 people searching for a topic, one of them could be doing research for a school paper, the second one could be comparing features for an upcoming purchase, and the third one could be thinking about starting a career…

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How to Create a Content Strategy that Supports Your Business Objectives

The first step in developing a content strategy is defining the heart of what you want the content to do for your business. These are your core business objectives. The second step is to decide how you will approach those objectives.  For example, if you have to go to Atlanta next Thursday (ie: your objective…

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The 2 Best Definitions for Content Strategy (and The Key to Making Sure You Have a Real Strategy and Not “Just Content”)

Let’s define content strategy. Content strategy is two things: First, it’s a process. Defined this way, content strategy is an ongoing planning process that uses content as the primary vehicle for achieving business outcomes.  Second, it’s a map. Defined this way, content strategy is a roadmap for how content will be created and deployed to…

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