How to Write a Website About Page Part 1

Feb 1, 2018 | blog, Content, strategy | 0 comments

How to Write a Website About Page Part 1

When it comes to website conversion rates, about pages play a significant role. Doing without is not wise. Consumers, especially in competitive markets, want to find brands that deliver on promises. Communicating credibility is a good start, but business insight cannot lack substance. Since anyone can create a business, it's important that your content helps differentiate your value in the marketplace. So, I thought I'd show you how to write a website about page that'll aid your ability to convert traffic.

Part 2 Consulting

Understanding how to write a website about page is more than the copy itself. In other words, your presentation plays a big role in how your information is perceived. Before we start writing, we have to determine how we want to convey the brand itself. Answering the below questions and publishing them isn’t nearly as effective when value propositions aren’t tactfully positioned. Your first impression is important.

Without a clear and meaningful insight, you’re going to miss out on a big opportunity to persuade your visitors. With that said, in the first blog of this series, I’m going to touch on the areas most consumers value first. Once you have a clear understanding of how to communicate each element, I’ll explain how to organize your on-page copy. Let’s begin with your origin.

Defining the “Why You Are” Statement.

In today’s marketing spectrum, “why stories” are being discussed more frequently – and rightfully so. Setting yourself apart with purpose will speak volumes to your potential customers. At the same time, communicating a genuine story that’s relatable and trustworthy is where your focus needs to be.

Although it can be easy to discuss needs and market opportunities, people want to know you have a reason for “why you are.” No matter what else you include, this statement is the most important element of your about page. The problem with so many brand strategies is that statistics are often the only source of persuasion. But targeting opportunity is not enough to succeed. Your legitimate reasoning is what eventually establishes loyalty.

Quality About Pages Are a Difference Maker.

Companies that develop their branding know how to write a website about page. There will always be someone ready and willing to sprout out of the ground to take your idea and do it better. You can attack a competitor’s weakness or tell people why you’re worth their dollar – but these are simply sale’s tactics.

The website, as a whole, needs to be seen as an experience. Your “why” is unique and it’s on you to tell the people what they ought to know, not just what you think they want to read. So, how can you formulate your “why” when writing an about page?

Ask Yourself Three Questions + Answer in Detail:

Why did you start doing what you’re doing? Did you experience something you felt the need to address? Do you know someone else that did? Was it a loved one, family member, friend or customer? Are there a number of people experiencing this that you want to help? How can you relate to their personal experience in different ways? Does the problem involve mismanagement or a lack of quality? Did you play a role in the dissatisfaction? Have you been harboring a skill due to fear?

There has to be some form of conflict that means something in order to legitimize your purpose. Which brings me to my next question..

Are you passionate about your why? This ties in your personal connection with the value. Why are you now committed to this? How and why are you fed up? In the past, what has been in the way of you taking action? Did you recently have an epiphany or paradigm shift about something? How can people feel you? Why should people believe in you? What might hinder you down the road? What might you need help with to fulfill your vision? Any dip in passion will eventually become evident.

Be transparent and genuine when writing your about page. Remember, it’s your authentic story of origin. Take some time.

Why do you believe you’re competent enough to deliver? What does the et al experience of your brand bring to the table? Why does your experience bode well with what you’re set out to accomplish? If you’ve had this idea for a while, why now? What has happened that’s allowed you to step into the limelight with value?

Any marketer or copywriter that isn’t able to break this stuff down for you really doesn’t know how to write a website about page. Even if they’re great at SEO, quality content will always enhance this small corner of your business.

Why Not an About Page Example?

One of my current clients just launched his own physical therapy practice after 17 years in the industry. When writing his about page, he could have simply listed his credentials. But, we knew his “why” would resonate with patients. He was frustrated with the lack of personalized care and was passionate about creating a welcoming environment. He wanted patients to be treated as people and not just a number. He was transparent with his fear of failure, but was committed to his promise. We captured original imagery of his location and family so visitors could feel his sincerity. Last month, we hosted his grand opening and he’s already looking to scale.

My personal story with the owner also resonates. After unexpected shoulder surgery, and losing my job, Mark really helped me through a tough time. I was able to regain my strength and a friend. So helping him start his own company was a privileged and a lot of fun! Needless to say, it was pretty easy to help him write an about page.

big bucket cowboy hat boss tan suit black and white photography near memphis tennessee by prefocus solutions for writing an about page strategy positioning people of the business meet the team presentation

black and white original product imagery on model on location midsouth ms cattle ranch with long road agriculture creative director jordan trask of prefocus clothing line

final portrait of original hvac marketing efforts by jordan trask of prefocus solutions where shot list was used to highlight corporate departments for about page media near memphis tn

carpet cleaning professional company owner standing in front of branded work van outside residential location with videographer for authentic interview on the job now serving memphis tennessee

personal training professional grabbing toes looking off while photography camera captures facial expression during shoot gym equipment in background memphis tn

original-content-marketing-strategy-for-medical-companies-in-phoenix-az-branding-photographer

memphis physical therapist photographer out of olive branch where patient is getting should evaluated on table at facility well lit experienced staff new location prefocus media

Before Moving on From Your “Why”..

Each brand is different. Every “why story” has an experience tied to it. So, if you’re trying to figure out how to write a website about page, start with your definitive differentiation. When it comes to a company description, there are a number of things to consider. But I really want you to spend some time on this element of the page. Stew or sleep on it as long as you can.

The last thing I want to do is give you some sort of generic guide on about page copywriting. Doing so wouldn’t help you stand out at all. Templates and outlines are for basic marketers. Before paying someone to build your website, take the time to build your brand the right way (and right away). Everything becomes so much easier.

Have Writer’s Block? Reevaluate Your Vision.

If you’re unable to expand on your why, then I want you to really consider what you’re doing. Building a business off of an idea is one thing – creating a valuable experience is another. Go after your dreams for the right reason and not just for the green ones. It’ll never last.

Stay tuned for the next installment of this blog series! In part two, I’ll be discussing the what, who, how and where of your business. If you have any questions on your about page copy, just let me know! Be purposeful in everything you do and always remember to PreFocus!

Short + Detailed About Page Writing:

Need Help Writing About Page Content?

I take pride in a thorough discovery process that organizes every form of value that your brand has to offer. I’m not a standardized marketing platform that executes a specific number of monthly initiatives. At PreFocus, I help you refocus on your actual branding so everything you invest in makes sense – to you and your customers. Your first consultation is FREE!

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How SEO Understanding Improves Client Campaigns

Oct 26, 2017 | blog, consulting, Content, strategy | 0 comments

How SEO Understanding Improves Client Campaigns

Many people believe search engine optimization is simple keyword choreography. In reality, it's much more than that. Learning how to understand the search itself - customers behaviors, emotions, values and intentions - allows you to execute organic strategies that work. But most importantly, methods that are purposeful and make sense. Let me tell you a little bit about my story..

In college, I was always fascinated with misleading advertisements. Not because I was impressed, but because I was frustrated with the intent behind them. So many consumers were shafted during the early “dial up” internet days. It bothered me that the integrity and ethics of a new dimension were being taken advantage of. In 2000, the FTC even published an article titled “The Rules of the Road” that addressed most of this. Now, I know advertising has always been full of heavy words that lack real meaning – but preying on people rubbed me the wrong way.. I knew this wasn’t what the internet was made to be. I knew that telling people where to click and why they should would eventually expire. But, it’s taken a long time.

What Does Advertising Have to Do With SEO?

After my brother had entered my parent’s credit card 6 times for that “free” Playstation, I knew I was destined to make an impact in the online spectrum. Not to expose these types of advertisers, but to be a part of the user experience revolution we’re now closing in on. Aside from my eventual goal of creating a top Super Bowl Commercial of all time, I’m motivated to become a thought leader in content strategy. Not just creatively, but purposefully. This doesn’t mean writing blogs to capture searches. It means curating content that informs or educates visitors on a certain voice that means something to them. It’s about using that voice to encourage them to buy into the identity and value of the brand. You can mislead them into clicking, but when you possess their trust they come back. They share your content. They’re aware of you. When people click on the Google search bar today, they want to find what they’re looking for. They don’t want to view the company that spent the most money or hoarded the most keywords! They want a memorable experience that answers the actual question they’re seeking. SEO is changing and I’m glad I’ve positioned myself to be a part of the transformation. Let’s take a look at my PreFocus..

So, Where Did My SEO Understanding Begin?

Most everything I’ve done over the last 7 years has been geared towards search engine optimization. What’s more fulfilling than giving consumers what they want, right?

Kicking the Tires in My Spare Time.

My SEO Experience started in 2011 when I began researching online user behavior and marketing relevancy. I’ve always been intrigued by informative search and the sales cycle – beginning in the customer awareness phase. In other words, I have a thorough understanding of informative vs needs recognition search phrases. Either consumers are seeking knowledge or they’re looking to become aware of a product or service. They’re also being exposed to a brand that can eventually service them. Knowing how to leverage each for different initiatives has allowed me to excel in the organic search realm. During this time, I was a retail store manager working 70 hours a week. My passion allowed me to find time to work on freelance projects for local websites of friends and colleagues. Being committed to original copywriting allowed me to curate website content based on the value of the company and the identity (wants, needs, behaviors) of ideal customers. I should have charged a lot more, but I digress.

Search Driven Relevancy Ads.

After growing tired of the retail environment in 2013, I decided to follow my passion My first pit stop was with a search ads company that utilized a cop op database for behavioral retargeting. Simple right? When I started, my main responsibility was sales presentation and client management. But, I was driven to retain clients by executing media buying efforts that focused on search intent. The keywords I targeted (as well as the ads we targeted users with) were all geared towards the user’s search behavior and visited website (cookie) data. Although this was a paid advertising (CPA/CPM/CPC) company, an organic search strategy was important to client success and ROI.

Getting Creative With Content and SEO

In 2014, I took an improved position with a marketing agency as an SEO and content strategist. I started off by analyzing competition and developing keyword research methods. After some success, I became responsible for maintaining 24 websites and corresponding organic blog strategies. For new website builds, I was in charge of creating the site map and keyword mapping document for design and copywriting implementation. For blog posts, I would identify focus keywords, research phrase variations, analyze competitive performance, outline the SEO understanding and manage our writers for implementation. I focused on a mix of high volume search phrases and long tail keywords that correlated with the client’s value propositions. After 6 months with the company, I was head of the discovery process and advised clients on content strategies that improved their domain rank and on-page SEO. Each of our clients saw at least a 12% increase in traffic and an improved conversion rate.

Building a Company Around Medical Keywords With Intent

In 2015, I took a position with a medical start-up company that lacked a web presence. After 3 months with the company, I improved PPC ROI from 3:1 to 24:1 by revising their keyword strategy. I know PPC is different from SEO, but you need to analyze search intent in both cases. Moreover, PPC and SEO understanding should go hand-in-hand and I implemented a plan for this. Instead of curating SEO articles based on popular medical keywords across the country, I focused on local keywords that were relevant to patients needing on-site medical specialties. Since we offered a different service than most providers, I wanted to make sure we weren’t chasing general searches for private practices. We wrote articles that patient care facilities (one of our target audiences) would be interested in and redesigned the website to funnel organic searches that needed improved care. Not only did this improve conversion rates (patient registrations), but it increased website traffic by 1000%.

My SEO Understanding With a PreFocus

In the last year, I’ve create website mapping documents for 12 different companies. Ive also written numerous blog articles for SEO purposes. My most successful post was with Big3z titled: “Top 5 Production Tips Before Your Next Studio Session.” Since this client was a music producer, he needed to target amateur artists that weren’t really sure how to go about creating music. This placed him as a thought leader in the space and allowed him to garner return clients. I take pride in a through discovery process that formulates the identity of the brand so the conveyed message speaks clearly to my client’s ideal audience. I’ve participated in a few speaking engagements on the importance of this. I’ve also consulted numerous clients on brand development and organic strategies. Aside from on-page SEO understanding, I’ve also managed organic social media campaigns and YouTube content. I use a similar strategy for keyword management and off-site messaging. Understanding SEO is important in almost everything you do online. Not only do you need to understand how your customers think and feel, you need to know how they search. Taking the time to put all of this together allows you to hit a home run the first time, with consumers that want, need and appreciate you the most.

Understand Your SEO Opportunity

I'd love to help you formulate a strategy that focuses on you and your customers. Feel free to schedule FREE analysis or get started on your search content today. Best in success nonetheless!

Contact Jordan Back to Blog

The Keys to Maximizing Video Content Strategies

Aug 9, 2017 | blog, Content, Social, videography | 0 comments

Maximizing Video Content with a Strategy

Creating killer videos that showcase your culture and value can drastically improve the way consumers perceive and recognize your brand. But, producing a video just to have one doesn't necessarily mean it's worth your while. In this article, I discuss a few ways to enhance the purpose of your video content while maximizing the corresponding reach.

Video Services More Tips

Video presentation is becoming more and more popular in the marketing and branding realm. Not only can it summarize written content, but it sheds light on the culture and competence of a brand. Finding ways to take advantage of different forms of content to can shed more light in areas of opportunity for businesses and personal brands. In this article, I want to touch on a few ways I’ve been maximizing video content in hopes to inspire you to harness your own originality.

As I mentioned in the first article of this series on blogging, I love giving away free advice. It gives me a chance to prove my worth and helps me build trust. At the end of the day, there are tons of ways to improve video views. But the simple tweaks and extra work on every production is far more fruitful. So give this strategy a try and let me know how it plays out for you and your brand!

Key 1. Harnessing Value and Differentiation.

When it comes to maximizing video content, starting with genuine purpose is essential. Forget the fluff already. One of the most common fails I see in video production is: too much information and zero personal connection. We’ve surpassed the persuasive talking head era. Creators need to understand that perception is everything now. But this doesn’t give you a reason to be cheesy, fake or lie. Talking about yourself, what you do or how you’re better isn’t impactful either.

call-to-action-camera-image-for-maximizing-video-content-blog-post-in-surprise-arizona Don’t get me wrong – every video has it’s place. Sometimes you have to explain things. But purposing every video is key. TV commercials and video ads are a completely different spectrum. Even on-site, youtube or social media video campaigns should involve unique messaging. A strategy helps you take advantage of organic search traffic, consumer intent and relevant viewing. The more original you are, the easier it is to stand out within your industry.

There are plenty of things to consider when it comes to videography. Spending a lot of money on a stiff production script (or a predetermined talk-track) can be counterproductive when a vision or identity isn’t involved. Engaging your audience with an authentic presentation makes it easier to tap into emotions and develop trust.

Don’t Rush the Idea Process and Maximize Your Reach.

Before creating individual videos for sales, promos, insight and processes – try to focus squarely on your definitive value. When building a house, you don’t start with the roof. Take the time to uncover your brand identity so you can establish clarity and speak with intention. In my opinion, who a company is and “why they are” should always navigate marketing movements.

When brands waiver from their purpose and value, it confuses consumers while altering credibility. Consistency matters. You don’t always need a $5000 budget to curate an effective video. With mobile technology advancing, anyone can record at any time. Take advantage of this and don’t be afraid to be a little vulnerable.

In case you’re not sure where to start, let me dive into a few ideas..

Key 2. Capturing Purposeful Topics.

Video content doesn’t always need to follow a certain set of deliverables. When you think about it, videos are rarely the last step of the conversion cycle. They tend to be viewed during the awareness phase. In other words, hard selling via video can create a negative first impression from the jump. PreFocusing on topics that nurture your audience is a great way to encourage them to buy in – whether they intend to buy now or down the road. This is where my passion lies in maximizing video content.

maximizing-video-content-with-an-original-and-authentic-focus-in-arizona What I’ve learned over the last decade is that consumers are beginning to value who they give their money to. Deals, promises or ego-boosting-media has created purchase hesitancy. This is why I encourage clients to avoid popular topics and consider the power of your origin story. Most consumers want to know why you launched and how you came to be! They want to see where you’re committed to them! Video topics that don’t tie into a brand’s value propositions is strictly informative or entertaining. Do you want attention or company growth?

Although competitive corporations often invest in smear tactics, losing sight of the customer can cause you to tarnish the sale altogether. There are a number of ways to position your product or service without seeming pushy. Instead of telling people why they should buy in, discuss 3-5 ways they benefit from you. Instead of shoving features down consumer’s throats, talk about why you developed them. Instead of promoting a general testimonial, sit down with the customer and talk with them about their experience.

Walking Through All of These Video Details is a PreFocus.

I recently completed a video series for Green Zone Health and Fitness in Glendale, Arizona. They wanted to promote their online vegan meal plans and custom workout regimens. Instead of piecing together a commercial-like production – we focused on why they started, how they’re competent and who they’re serving. We were able to come up with 10 different topics by simply hashing out these foundational elements of their brand. The best part is, they should all be unique!

Before I explain how I maximized their videos, let’s talk more about breaking down topics.

Key 3. Breaking Down Videos to Expand Topics.

Video content is a lot different that blogging. In most cases, on site copy requires an introduction, body and closing. With video, you only have a few seconds to engage and attract. Not everyone is going to get through the entire video because the initial point won’t always be interesting. That doesn’t necessarily mean there isn’t an element of the video that won’t speak to them.

Earlier this summer, I did a live podcast on purposeful social media posting. To kick off the recording, I spoke about a few things I was working on and how I was planning to expanding my services. Although some people viewed the entire video, I’m sure most could care less about my endeavors. I’m sure a lot of them stopped watching. Throughout the video I discussed chasing likes, popularity, imagery, competition, perspective and hashtag use. I could have blasted this video across all channels in hopes that a quantitative method worked – But, I knew that would be ignorant and lazy.

Increasing Views on Long Videos With High Drop Off Rates.

So, I created separate videos (with titles) for every idea within the topic. To date, my 60 second “hashtag video” is one of the highest performing posts on my Instagram feed. It’s not amazing but it was worthwhile. Breaking down the video garnered more views on the podcast and improved organic search traffic for my business. Leveraging the credibility of one key point allowed me to engage users with something that interested them.

In turn, people wanted to see what else I had to say about different areas of marketing. Maximizing video content isn’t always about the topic. It’s about strategically presenting the information you’re capturing and repurposing it with value statements. Let’s look at another example..

When I was working with Green Zone, we used a similar strategy. The initial proposal called for one video discussing their three online fitness packages. During the shoot, I had them explain what types of people benefitted from each option. I quickly realized that they created separate packages because a meal and workout plan isn’t for everyone. Duh!

I ended up talking them into breaking this video down so they could target certain people with a relevant option. They would have essentially limited their reach by bucketing everything into one video. Not only were we able to create additional video content with original answers, but more traffic to their membership page. The results gave them confidence to continue hiring me for other projects.

Key 4. Sharing Your Videos Wisely.

heaven-shot-of-maximizing-video-content-strategies-in-west-phoenix-arizona-with-a-prefocus The last step in maximizing video content pertains to publishing. The easiest way for most of you to share video content is through Youtube. But don’t overlook the little details. Things like the featured image (the picture that previews your video) can play a big role in click through rates. Using a screen shot or standard header image is better than nothing. But creating a video graphic with the title is worth the extra time.

Without “sharing” too much detail, I wanted to revisit something I’ve reiterated throughout this article. Don’t force feed your followers or overwhelm them with information. Avoid spammy lingo and nurture them with intrigue. This creates more comfort in pressing play. Just keep it simple and make sure your channel is cohesive. Themed title images, consistent tags, detailed descriptions and correct links go a long way.

Some Last Second Reminders for Video Strategies.

If you’re going to take the time to maximize the reach of video content then it better look professional. And don’t forget to link all of the videos together and point to the full feature. This ensures the experience is sound and it’ll enhance your SEO.

Lastly, when you solidify your brand identity, you should also know exactly who your customers are. If your audience doesn’t log into social media until 6pm at night, don’t post your videos at 10am. You can automate the process for certain times of day so you’re not manually posting everything. Make sure there is a rhyme and reason for everything. The results will reward you!

Want to Learn More?

I’m passionate about helping businesses and professionals improve the way they present themselves. Video content is just another opportunity to do so. If you’d like to discuss possibilities with me, I’d love to learn more about your story how I can help.

PREFOCUS

The Keys to Maximizing Blog Posts

Aug 6, 2017 | blog, Content | 0 comments

The Keys to Maximizing Blog Posts.

Blogging is a great way for businesses, corporations or personal brands to gain exposure by sharing knowledge, information or insight. Not only does quality content enhance domain authority (SEO), but it's a great way to nurture potential customers and develop trust. But the impact doesn't have to stop with on-page copy. You can easily make the most of every post with a sound strategy. Here's how I go about maximizing blog posts:

Questions?More Tips

A Brief Introduction

Since I launched my business back in 2016, I’ve leaned a lot on originality for content production. After a few years in the agency realm, I realized duplication was not my cup of tea. Every brand has the potential to create genuine topics that speak from their identity. I’ve been told I shouldn’t share these types of things. Companies might figure it out on their own, I’m told. But I could care less. I want you to thrive.

The value I provide is actually more rooted in the development of branding and strategic campaigns. I’m not looking to be hired as your content writer. You’re either maximizing blog posts on the front end or you’re not. In most, cases, I’d be more interested in helping you map something out for the next two years. Having a game plan allows you to direct someone else (that’s cheaper) to implement the vision.

Why is Blog Writing so Important?

Writing an article is a common form of driving traffic to a website. It’s an easy way to generate engagement and funnel people to landing pages based on interest or behaviors. It’s also a great way expand on information from other pages and resources to solidify credibility. If you’re really good at writing unique blogs, you can even generate leads or extra cash (through on page ads) straight from the page! But if you don’t have a purpose behind your content, it’s going to be very difficult to drive traffic and any kind of results.

In other words, you can waste an awful lot of time and money if you don’t know what you’re doing. We can’t begin to talk about maximizing blog posts if you’re cutting corners, avoiding opportunity or being lazy. Publishing content just to publish content is ignorant. It also can ruin a ton of first impressions. Truth be told, most businesses don’t even know how to measure or even monetize written content.

A Little Insight on Quality Content.

If you hire an external agency to perform – it’s frustrating when they don’t. So why is this so common? It’s because brands are not tapping into their identity and values to generate blog topics that relate to an ideal target audience(s). They’re simply chasing popular topics and high volume search phrases. There’s nothing creative about this.

In my opinion, my companies would be better off leveraging (or giving bonuses to) an internal staff member to write an article based on their personal knowledge and experience. Some businesses even ask influencers to write for them. No matter the approach, original content always works well. We all just need to do a better job of sharing. So, let me explain how maximizing blog posts increases the return.

Key 1. Exhaust the Original Spin.

In order to get the best bang for your buck, you need to magnify every ounce of valuable content in each article. Every word, title, link and image carries weight. You’re leaving opportunity on the table when you simply assign a topic, check the copy for errors, add some stock photos and call it a day. It’s 2022 and the online arena is more competitive than ever before. So, for starters, invest in your own pictures and media!

Like I mentioned before, duplication does not move the needle much. If you’re going to source popular topics, do your best to break each point down into its own separate article. Staying in your lane helps you determine the voice you speak in as well as what your “take” actually is – or what your perspective is rooted in. Discussing something new from a fresh (and credible) point of view, you’re already ahead of the game – and you haven’t even started yet!

Stand Up to Stand Out or Get Out of the Game.

I can’t say it enough: Competing with other websites for similar blog topics is an evergreen uphill battle. Even though the idea may be well searched, it doesn’t mean you’ll be found well. Genuine information, great writing and interesting headings alongside original imagery is like music to any reader’s ears. Unless you’re maximizing blog posts this way, you can’t expect any organic leads. It’s not that hard to develop a library of images that meet brand guidelines. Starting with originality enhances SEO while telling a story that’s easy to follow.

Key 2. Find Broad, Significant Topics.

I know I’ve already hammered on this nail quite a bit, but most of you probably don’t know how to go about this. That’s OK! One of the most successful approaches I use for SEO is the spidering out of quality content. For example: If I were a foot specialist, I could talk about general foot pain like everyone else. Or I could plan an original blog series about my favorite shoes that help with foot pain. No matter how many articles there are out there on this topic, myvantage point will always be unique (unless I copy someone else’s).

Within this topic, I could list my favorite dress shoes, sneakers, boots, sandals, house slippers and why. In order to maximize reach, I could even create a complimentary blog about my favorite types of sneakers. From here, I can list my favorite basketball shoes, Chuck Taylors, running shoes, casual sneakers, cleats and even workout shoes. If I ran track in college, maybe I talk about spikes. My point is, people would value this type of content because I specialize in feet!

Taking Blog Ideas to a Whole New Level.

If I wanted to convey more insight, I could even go as far as high tops and low tops down the road. I might even talk about different ankle braces or inserts and how they bode with each type of shoe (or impact the arch of the foot). A recommending or opinionated standpoint would work (so do personal or professional voices). If I were interested in maximizing blog posts for this topic, I could have another expert in a related field write a guest post (affiliate marketing) and publish the article with a different keyword and title.

It can be tempting to write a simple summary about painful feet – but a broad topic that’s precise will reach far more people. People like to bookmark valuable perspectives. Instead of trying to outdo competitor ideas, work smarter than them! Look at the bigger picture. Time and effort in most things pays off, right? Once you’ve mapped all of this out, you can begin organizing each article to truly maximize the reach of every single blog post you write. Keyword cramming is limiting and wasteful.

Key 3. Organizing Key Points.

Now that you have a unique topic with corresponding media, you can start piecing together a social media publication strategy. Promoting authentic content in different online landscapes, with purpose, is the main key of maximizing results. For the most part, every article should have 3 main points; an introduction, body, and closing. Even if you don’t have a list (like this article does), you can still use an outline to gather your thoughts. This is important because it helps you general your social media posts.

In short, every subtopic (of your blog) should be turned into its own social post. The more snippets you promote, the more chances you have to be found. Think of it like posting unique signs around the neighborhood with different messages that point neighbors to the same event. Someone might be intrigued by the games, while someone else is eager to try the food! Either way, it’s all at the event. Describing your articles this way ensures viewers aren’t misled (or confused) by the title.

Remembering What You’re Setting Out to Accomplish.

The goal should be to attract as many ideal visitors as you can. Posting generic topics with bland social media messaging isn’t very appealing. Maximizing blog posts with quality content all around is not only interesting, but it shows you care. You want people to know what they’re reading, enjoy it, and know there’s not going to be an “ask” (or pop-up) at the end. Many businesses lazily publish 3-4 basic social media posts for every blog then wonder why social media marketing isn’t working. But the message itself isn’t the only factor.

Unless you understand your ideal targets use and behaviors, it’s going to tough to reach them. Certain people browse the net at certains times of day. If they’re not online in the morning, why are you putting a sign up then? Wait until they’re active and looking! Moreover, you can’t be fooled by general interactions. If posts are driving leads, they are not effective. Likes mean nothing – especially if they’re from friends, family or employees. Being purposeful with your timing is so important.

Strategically Managing Blog Article Links.

When publishing content on social, I also recommend using a CMS. I personally like Hubspot, but platforms like Buffer, Hootsuite or Coschedule work as well. Most people will not be interested in the initial blog overview. This is why I even suggest changing up the title to see how it performs. Either way, breaking down points and telling a story throughout the month helps you speak louder. Purpose improves organic SEO traffic tremendously. Remember, this isn’t a sales pitch – you’re simply trying to nurture and encourage people to check you out.

The final chess piece of maximizing blog posts is the photography you took. Make sure you’re using the images that are most relevant to the message you’re posting. Remember, the quality of your presentation gives you an opportunity to attract someone that may have skimmed past previous posts. When the consistency is on point, followers will increase.

Is the Value of Quality Really Valued?

Is the Value of Quality Really Being Valued?Whether a purchase causes inconvenience or disfunction, it normally forces you to re-evaluate your decision. (I say normally because purchases, like cable, don't really apply). Often times, people pass on higher quality...

Advertising Analysis With Action Planning by PreFocus.

Over the past few months, I’ve been committed to promoting transparency. I realize others may copy the strategies I use – but, they’ll never be able to mimic my passion, creativity and personalized service. With that being said, I wanted to share a recent analysis I did for one of my current PPC clients. I want to be able to show you how I piece campaigns together and why..

Positioning Purpose, Passion and Perseverance with a PreFocus.

In order to find satisfaction in life, you must allocate your purpose. But, if it doesn’t include passion, then you’ll never be able to deliver on a promise. In other words, you can’t promise squat without being passionate about your purpose. Brady Vilhauer has been studying why stories for a while now and I was excited to chat with him about this. It’s so much easier to persevere at life when you’re focused on the unique value you bring to the marketplace.

Tuesday Thought Series with Jordan Trask

Every week, I come up with a new way to explain how you can use your brand identity to improve your marketing. No one has time for being basic and it’s time for you to stand out amongst competition and be memorable!

The Conceptualization of Maximizing Blog Topics.

Using keywords and hashtags is also something you can incorporate – but I think you get the drift. If someone else claims to be maximizing your blog posts, then jot this down see if they line up. There’s no reason you should be writing an article for your website, posting it social media and waiting for the traffic to come to you anymore. Blogging is one of those things that can be extremely counterproductive and deterring if you’re not careful. Sometimes, a little consultation is all you need. My first one is free (BTW).

Hashing ideas and concepts out is what fills me. So be purposeful with your content marketing and look to make a difference with differentiation. Avoid competing with those that invest in shortcuts and commit to helping others and it’ll definitely help your business!

Not Sure Where to Start?

Producing content can be an overwhelming process. It just so happens that developing original branding and messaging is something I’m passionate about. If you’d like some advice on where to start or need help formulating the best strategy for your brand – let me know.

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What are the Repercussions of Copying Competitor’s Content?

Jun 28, 2017 | blog, Content | 0 comments

Repercussions of Copying Competitor's Content

Since content marketing went into full swing around 2011, marketers and agencies have been pushing out blog strategies left and right. From my experience in the industry, many ideas are derived from their client's direct competitors. Although this isn't always the case (depending on how much money a client invests), I wanted to talk about this initiative and how it can eventually damage brand loyalty and an ability to scale.

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How Content is Being Duplicated.

Content has become king in the marketing realm. No matter the purpose or strategy, brands have finally realized that stockpiling content can be very beneficial. Not only does relevancy and expert opinion persuade, but it heightens the reach of companies looking to expand their following. The problem is, duplicate content creates quite a bit of vulnerability in the marketplace. Ideas and complimentary strategies are now publicly exposed for savage marketers to analyze, critique and copy. But before we get into the “why” behind all of this, let’s look at how these “strategists” are copying competitor’s content.

1. Copywriting Tactics out of Envy.

It all begins with blog articles, just like this one. As soon as a blog is received well by a target audience, most marketers (especially direct competitors) take notice. The easiest way for these businesses to combat success by a competitor is by rewriting the article with their own “lingo.” You see this on Facebook all the time with guys targeting suckers to click on a step by step guide (sales funnel) to make a million bucks. I’ve also seen copywriting duplication done in advertisements and even in testimonials.

2. The Head-Scratching Theft of Design Elements.

Similar to copywriting, well-performing designs are frequently mimicked by competitors or new to market brands. This can include website design, print mailers, business cards, logos, or even social media posts (memes).

3. Brand Messaging and Voice.

One of the most common forms of duplication comes in the mold of a brand persona. In other words, the identifying factors (personality) or characteristics of the business. This happens when a brand takes notice of consumers appreciating the way they’re spoken to by a competitor. Duplication here, surrounds empathy and a brand’s ability (or inability) to communicate their culture.

4. Standardized Imagery and Media.

Although I can’t necessarily say that imagery is “copied” – it definitely is recycled. Stock photos started to rise this decade, especially in certain industries. If you take a look at medical websites, you’ll see a number of popular images over and over again. The new trend for video is the white board and other plug and go animation templates. No matter the message, they all seem the same to me.

Why Are Marketers Copying Competitor’s Content?

In today’s age, it seems as though branding, marketing and sales is all thrown into one bucket. Companies are launching left and right and fail rates are higher than ever. Cyber space gives a handful of people an opportunity to bring their ideas to life – even if they aren’t thought out very well. So, what gives people the confidence they can overcome and why are they duplicating content?

1. A Lazy Perspective Obsessed with Shortcuts.

We live in a time where most everything is predicated on convenience, speed and return. The problem is, this is a terrible approach for business – Yet, it’s the basis of many hustler’s business models. Our social media feeds are filled with promotions selling us there’s a way to curate content, get more clients and make money faster. It’s not a reality though, and it really comes down to pure laziness. It seems like most entrepreneurs believe they can follow someone else’s strategy and literally make it their own. Since someone else already had success that way, they believe they can too.

2. A Culture Chasing Trends.

Whether it’s National Donut Day or Snapchat released a new filter, many of us try to leverage trending topics. Some brands (especially personal brands like bloggers) spend a majority of their time chasing exposure this way. People believe they can compete with the 900,000 other people talking about the same thing (year over year mind you) and come out on top. Even with a thoughtful strategy, it can be very difficult to garner recognition through short-lived topics crowded by attention-thirsty users. Not only are trends convoluting certain topics for the wrong reasons (such as chasing likes or acceptance), but it derives from the aforementioned lazy epidemic.

3. Inexperience and Lack of Education.

One of the most upsetting aspects of marketing (to me) is that so many businesses hire affordable social media managers or bloggers to handle their inbound efforts. Most of these amateurs are looking to support their own personal interests such as traveling. They aren’t necessarily specialists, but they’re hired because they know more than the business owner. So, where do you think they get their content ideas from? They’re copying other blogs within the industry and changing around the language as I mentioned before. You see this often in oversees teams, especially with design. Why do they do this? Because they’re not educated in the process and only interested in banging out as many deliverables as they can so they can get paid. Some agencies will also hire these types of freelancers when their clients invest in minimal retainers. You get what you pay for. This is prevalent with one of my clients. We’ve been building a brand persona for 5 months and a new competitor recently came to market with the same messaging. They mimicked everything from designs to emotional targeting. They have the ability to build a similar product, but lack the experience to position it with an original purpose that resonates. It’s only a matter of time before consumers see them as a phony alternative because we’ve taken the time to establish an identity.

Consequences of Duplicating Competitor’s Content.

Duplicating content may seem like an easy way to engage or compete, but the repercussions can backfire dramatically. If you follow my brand message at all, you know that I lean heavily on originality and authenticity. Incorporating your origin or “why” story in your marketing efforts not only establishes an identity, but it conveys a brand people can trust and relate to.

1. Standing Out Through Differentiation

When you copy competitor’s content, you’re not harnessing the differentiating factors you’re attempting to bring to the market. Aside from throwing yourself into a bucket of options, you’re also hindering competence and credibility. If someone is in the decision-making phase (to make a purchase or investment), they’re going to choose the message that speaks to them best. Consumers are beginning to invest more money in brands they feel they can trust or believe in. When you curate information just to enhance reach, you’re not standing out and grabbing their attention. This is why branding is so important to the marketing spectrum.

2. Being Penalized By More Than Consumers

The mimicking of designs, blogs, and other forms of media is slowly being addressed by search engines and acknowledged by users. Many business owners and entrepreneurs aren’t even aware that search engines actually penalize websites that duplicate content or plagiarize copy and imagery. Taking shortcuts or copying success actually costs more time and money than investing in an original strategy itself. Feel free to monetize this yourself. If being labelled phony or misleading isn’t enough to persuade you, then an inability to rank for keywords should.

So, What Can You Do?

Building a brand takes work and no amount of shortcuts will expedite a brand’s ability to sustain and scale. If you’re taking the time to bring a product or idea to market, I urge you to be as purposeful as you can. As I mentioned before, cyberspace has given people with ideas an ability to launch their “solution” without much thought. The brands that succeed are the one’s that take the time to establish an identity and position their value. As the online marketplace continues to evolve, brand perception will begin to factor in. The cold hard truth is that copying competitor’s content only creates convoluted options for consumers to choose from. Establishing value propositions and positioning them accordingly will do wonders for your brand. I encourage you to avoid the repercussions of this epidemic by investing in an original strategy with an authentic prefocus. Especially if you value doing things right the first time.

Let's Come Up With Some Original Ideas

I understand how overwhelming and stressful content curation can be. Developing unique ideas that support competency and value doesn’t come naturally for everyone. This happens to be a passion of mine and I love offering FREE advice to help brands enhance their identity through purposeful content.

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Top 5 Things to Consider Before Marketing A Brand

Mar 19, 2017 | blog, Branding, Content, Social | 0 comments

Top 5 Things to Consider Before Marketing A Brand

Promoting your company for the first time can be intimidating for some. For others, it may be a piece of cake as they leverage other skilled people to execute a plan they've been told is best. Still, there's plenty of brands that don't perform admirably. So how can small business owners and start ups avoid the headaches that come with hitting the reset button? Although there are plenty of factors to consider, here are my top 5 things to consider before marketing a brand.

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1. Where Are You Sending Potential Customers?

blurred-pen-and-pencil-for-marketing-strategy-checklist-with-macbook-pro-branding-professional-in-west-phoenix First and foremost, you’ll want to determine where you’re directing traffic for your business. You could have a brick and mortar location that needs some foot traffic, or you might be looking to grow your visitor count on-site. Either way, you can maximize marketing efforts by funneling these people to a specific destination.

If you’re encouraging consumers to visit your website, figure out which page you’re positioning. You may use an informative article, your contact page, a service or product page, or a custom landing page design. All of these things factor into the customer’s experience.

Moreover, make sure the marketing message you’re conveying is reinforced and expanded upon wherever you decide to send your potential customers. You’ll set yourself up for success by creating an in-store or online experience that follows through with the initial promise you marketed. A seamless transition from a perceived idea (marketing message) to customer reality (arrival) will establish a lasting impression that eventually turns into trust.

Any experience outside of this will drastically hurt your conversion rates – whether it’s copywriting, design, or your employees ability to manage your brand promise.

2. What Will You Consider a Conversion?

shabby-chic-blue-dresser-design-marketing-imagery-for-brand-presentation-planning-and-development-for-local-small-business-in-surprise-az Although the customer route is #1 on my list of things to consider before marketing a brand, identifying what conversions look like is a close 2nd. A majority of companies justify their sales through monetary reality, but there’s plenty of other value out there. I challenge you to take the time to weigh the convertible options you target your audience with.

For example, a product purchase is a lot different than a service inquiry. One form puts money in the bank immediately while the other places the customer into a sales funnel alongside a probability percentage. What is more important to you?

There are a handful of successful business models that live off of user data and email addresses. Could you be one of them? Do you have the ability to serve email content regularly? Are social media shares, likes, and comments valuable to your brand? They may boost your confidence, but if they’re not driving revenue or target audience awareness, then can you really consider this a conversion?

Whether you value store visits or website page views, it would be keen of you to identify what your really setting out to accomplish. There are plenty of ways to consider marketing a success, so take the time to figure out where all of your opportunities are and cater your strategy to what works best for your business.

3. What Will You Be Publishing.. And Where?

angled-computer-by-the-window-of-branding-office-company-in-surprise-arizona A common misconception I hear during the discovery process is that companies HAVE to advertise and be active on social media. Although both of these channels are great ways to drive sales, I can’t necessarily agree with this. No matter how good your ad is – if you don’t have a solid destination (from #1), then you’re throwing away capital. Gone. Wasted.

When it comes to social media, if you’re publishing random posts that aren’t relevant to your brand persona, then you’re just going through the motions without purpose. Nothing makes me more frustrated – I repeat, NOTHING – than seeing ridiculous social media posts that lack substance. Especially when they promote a stock photo, a random quote, or a post from another brand. Please, stop the madness!

Before marketing a brand, it’s very important that you’re able to sit down and determine what type of content is the best for your business. Some companies do great with a sales team and an effective flyer while others have amazing online sales funnels full of valuable content. Whether you invest money into a billboard or an extensive PPC campaign, I urge you to consider the purpose behind your publications. Taking the time to see what channels will give you the best return (even if it’s a more expensive option) can be a highly beneficial decision for your business down the road. Trust me.

4. Who’s Managing Your Marketing & Measuring Results?

focused-hand-pointing-out-marketing-process-and-how-to-define-brand-voice-and-presentation-before-spending-capitol-on-marketers Another huge mistake made by new business owners, entrepreneurs, and start ups is trusting someone to manage their marketing without their input. This blows my mind, to be honest. I understand that a marketer should specialize in allocating what’s best, but it doesn’t mean they’re always focused on your growth over their pockets. If you plan on measuring your marketing yourself, I advise you to do a little research on the process – it might be a lot more overwhelming than your think. Either way, it’s not as simple as posting to garner likes.

Hiring someone to manage marketing shouldn’t be taken lightly. Imagine spending countless hours executing my first 3 points only to pay someone minimally and watch them derail the entire thing. That would suck, right? No matter if your marketing manager is an internal employee or an outsourced freelancer, it’s imperative you’re able to thoroughly communicate with them, set expectations, and understand the results (ROI) you’ll receive in the end.

How else are you going to know if your marketing is working or not. In most cases, they won’t tell you or care, because the $500 you’re paying them a month isn’t enough to. Determine how you can monetize time and efficiency so you can set things up before marketing a brand – or you risk tearing down your progress quicker than you think.

5. Is Your Brand Presentation Even Memorable?

aerial-shot-of-macbook-pro-laptop-at-prefocus-branding-company-for-best-reasons-to-consider-strategy-before-marketing-my-brand OK, so here’s my cue.. We’ve talked about determining where to send potential customers, what a conversion means, publishing with purpose, and measuring results. Planning for all of these phases will increase your ability to attract and retain customers. When you’re able to piece everything together as a brand identity, you begin to create a presentation that’s perceived well.

Having a seamless message that’s cohesive across all channels (store, ads, social, website, print media, etc..) is a lot easier for consumers to believe. This is what branding is. Try to solidify your competencies and use them throughout your marketing campaigns. Not only should your brand messaging be on point, but the remainder of your brand identity should be well-thought out and in unison.

Moreover, people remember what they continue to hear on a consistent basis. If I was a pizza parlor that said I had “the best cheese pizza in town” one week, then “the best pepperoni calzones” the next – how can you trust what I’m saying? Wouldn’t you subconsciously assume I was full of dung? Creating a memory takes dedication – but when it’s done purposefully, the results are amazing.

close-up-picture-of-prefocus-business-card-design-in-surprise-az-talent Remember, the way you present yourself creates an experience for your customers. No matter where consumers see your brand, it needs to be relevant, valuable, trustworthy, and sensible. A great first impression builds awareness – and enhancing people’s ability to identify your branding will establish your recognition. The objective of marketing is to persuade your target audience that you’re their best option when the time arises. So, why would you waste opportunity? I’m still trying to figure this out..

If you’re not planning for this, you’re more than likely failing at driving loyalty. For the most part, consumers stick with whom they trust. So, I encourage you to consider all of these things before marketing a brand. Investments can be risky, so why not maximize your ability to generate positive results? It’s your future..

Interested in Branding Guidance?

I understand how overwhelming marketing can be. Even I outsource a handful of my endeavors. But, only you know your business and what you’re brand is capable of. Allow me to provide you with some insight in regards. I’m currently offering an initial 15 minute strategy session for free!

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