Top 5 Tactics To Get Your Website Found – Tactic 1

We know putting fabulous fresh Content online is the secret to attracting new website visitors and helping Google rank you higher in its search results. But what do you need to know to maximise your visibility?

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Build 4 audience personas which accurately represent your target customers. Work out their demographic information such as gender, age, income, employment, location and education using social media profiles, customer service surveys and FAQs.

Add depth such as their interests, families, homes, pets, cars, holidays, clothes, sports, music, tech, food, news and entertainment sources.

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Look for trends, such as mostly men in their 30s or women in their 50s, specific cities or job roles, and other common factors such as marital statuses, career histories and interests.

Identify their motivator – money, recognition, achievement, comfort, independence, relationships, development or something else. What goal does your service help your personas achieve?

Discover their pain point – is it getting employees to follow safety procedures consistently or high staff turnover? What barriers to success does your service help your personas overcome?

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A good persona is a picture of who your customers are and who they want to be. It allows you to build deeper relationships by delivering personalised content where your target customers want it.

Examples of Audience Personas and Content Solutions For A Health & Safety Training Provider

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Potential Personas:

  • Emily – age 36, Human Resources Manager, graduate, career-focused, married with young children, runner
    Pain Point – wants to use a professional, credible training company
    Content Solution- website verifies credibility by displaying IOTB, NEBOSH & CITB accreditation, Mission statement, Client List plus an up-to-date Linkedin profile
  • Jack – age 24, Construction Worker, 5 GCSEs, money-focused, single, grime music
    Pain Point – perceives training as boring and trusts peers not companies
    Content Solution – website introduces mascot, interesting training methods, peer reviews plus amusing Facebook and Twitter posts
  • Mark – age 45, Supervisor, 20 years industry experience, results-focused, has a partner and grown-up kids, rugby fan
    Pain point – has to manage site safety and employees’ time off-site
    Content Solution – website promotes different options including e-learning and weekend courses, emphasises experience and Trustpilot reviews, plus Facebook gives 5 star recommendations and safety fail videos
  • Geoff – age 57, Director, 40 years experience, company-growth focused, married with kids and grandkids, golf and travel fan
    Pain Point – directors responsibilities including financial restraint and safety legislation
    Content Solution – the website reassures with accreditation, blogs, a pass promise, payment plans, discount deals and informative industry newsletters

Examples of Audience Personas and Content Solutions For A Home Cleaning Company

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Potential Personas:

  • Kirsty – age 46, doctor, married with teenage children, relationship-focused (parents, teenager’s friends, PTA, health club, dinner parties)
    Pain Point – no time to keep a clean house and needs reliable service
    Content Solution – website displaying customer testimonials, reassuring cleaning will always be delivered and all staff referenced, plus helpful Time Saving tips on Facebook
  • Jo – age 34, Finance Executive, environment-focused, single, gym bunny and charity work
    Pain Point – wants a clean but green, ethical home
    Content Solution – website introduces green credentials such as products used and recycling targets, and focuses on staff welfare, plus self-development blogs and Twitter posts
  • Mark – age 51, Company Director, divorced with grown-up kids, reputation-focused, racing and tech gadget fan
    Pain point – workaholic so wants to enjoy precious free time in nice environment
    Content Solution – website succinctly covers FAQs and has a postcode checker to quickly allow access to the local contact, plus Linkedin gives 5 star recommendations and home gadget articles
  • Ben – age 26, web designer, money-focused, living with partner, real ale, folk music, surfer
    Pain Point- building own business any time not in the day job – no time to keep house as well
    Content Solution – website reassures with minimum hours service, peer reviews, loyalty scheme and inspirational Instagram posts

The great thing about named audience personas is that when writing Content to promote your online visibility, you can check back whether it would be interesting and attractive to your Emily, Jack, Mark or Geoff. If not, change it.

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How To Use Content Marketing To Win New Training Business

If you are a training company looking to stand up and be found, Content Marketing is the way to win more business.

What Is Content Marketing?

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Content Marketing is the creation of entertaining and educational material that solves problems for your potential customers, generating interest in your business by offering solutions in a non-salesy way.

It includes blog posts, articles, podcasts, newsletters, e-books, webinars, quizzes and videos, and sets you apart from your competitors.

Consistent Great Content builds trust and loyalty with your target audience, and interprets your offering to search engines – through keywords and text (SEO) – to allow more buyers to find you online when researching answers.

Informative Content Marketing is a long-term strategy that continues reaching quality buyers by ongoing sharing of your valuable insights through blogs, forums, social media, paid and influencer channels.

Accurate and relevant Content Marketing brings people to you rather than you approaching them, bringing you website traffic, leads, customers and advocates.
How Do I Plan Content Marketing?

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People are looking for information online, so answering your target clients’ questions with valuable knowledge via blog posts, e-books, and videos will push you up search results and  highlight you as an authority in the training industry.

Research who your audience is, then use a content calendar (such as these to plan what to publish when and where.

Use timely ideas (such as holidays, industry events, seasons, awards) plus evergreen topics that stay fresh (such as ‘How To Motivate Difficult Staff’).

Choose your goal – new customer sales, increased existing customer sales, improved brand awareness, industry expert status, education of Influencers, building a long-term audience, a larger social media following, more website visitors, increased conversions to sales – and tailor content accordingly.

Choose a content marketing mission to keep you focused, such as “We provide SMEs [our audience] with staff development information [our type of content] to help them increase profitability through reduced sickness and improved safety [their business goals]”.


What Content Should I Publish To Win New Training Business?

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Blogs are the main starting point for Content Marketing. Provide, for  example:

  • Useful How-To Guides – Establishing A Safety Culture In The Workplace In 2019
  • Educational Tutorials – How To Perform A Risk Assessment
  • Industry news and Insights – Mental Health At Work – Your Obligations
  • Checklists – Comprehensive Accident Reporting, Fire Test Procedures
  • Inspirational Case studies – How Company X saved £50,000 per year on staff sickness and recruitment after Company Y Delivered the Mental Health First Aider course
  • Expert Advice – 10 Most Common Health & Safety Myths

Blogs Should Be:

  • Relevant and Recent – How Shell Could Have Avoided a £60,000 Health & Safety fine
  • Long-Form – Complete Guide To Care Home Workplace Safety
  • Targeted to a Specific Persona – How To Manage Working At Heights In The Commercial Cleaning Sector

Lead Magnets

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Lead magnets can be ebooks, webinars, resource lists, reports, free trials, quizzes, mini-courses that generate leads by solving a real problem for your customers, such as ‘How To Manage The Health & Safety Of Mobile-Workers’.

They should provide valuable insights with easy-to-implement solutions that show off your expertise.


Guest Blogs

Guest blogging is a fantastic way to improve SEO, raise your brand awareness, attract inbound links, build trust, and get new online visitors.

  • Identify appropriate and authoritative sites that your ideal customers visit, such as business agencies, enterprise news, trade journals, management, health and finance platforms.
  • Pitch and write a great topic such as ‘ How To Protect Yourself From Personal Liability In Workplace Health & Safety Claims’.
  • Respond to comments and shares to engage individuals and build new relationships.
  • Promote content using social media and measure results.


Gated Content 

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Gated Content means hiding some content to entice visitors to subscribe, using a powerful Call To Action (CTA) in your landing page.

You can gate blog posts, news articles, white papers and research, webinars and videos, checklists and cheat sheets, downloadable resources and tools, lead magnets.

Whilst gated content can annoy visitors, and reduce the number of people you connect to, it can help you understand who your true audience is, what matters to them, build deeper relationships and create more targeted marketing.

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Video is one of the most popular content formats around, and is proven to generate leads and make sales.

You can create explainer videos, showcase your services, deliver tutorials and lots more simply using a mobile and YouTube, so it’s easy to get started.

Have a look at our guide for more ideas:


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How To Find Fulfilment


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We have so many opportunities and responsibilities these days – everybody else seems to be having such a great life on social media. So how do we avoid FOMO (Fear Of Missing Out) and become pro-active in living a meaningful and happy life?

Here’s a round-up of expert advice for you to choose from:

Know Your Self

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Spend time working out what fills you with joy, and what success means to you. It could be spending time with family, travelling the world, improving the lives of the underprivileged or putting an end to palm oil use.

Knowing who you are enables you to decide who you are going to be and why you’re here. What’s important is to find your own definition of meaning and path to fulfilment.


Find Purpose

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Your purpose is a deep belief that leads to passion and inspiration. In childhood we have many grand ideas for ourself, before life squashes them out.

To find your purpose ask “If I could do anything with my life, and I knew I couldn’t fail at it, what would I be doing?”

Connect your purpose to your activities to achieve lasting fulfilment, as opposed to temporary happiness or success. Happiness comes from what we do. Fulfilment comes from why we do it.


Be Brave

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Making the decision to do what you are passionate about takes courage, and is actually a rite of passage to reach mental, emotional, and spiritual maturity that not many adults experience.

Work out what you want and imagine yourself getting it. Many people ignore this to avoid disappointment if things don’t work out, but it is a crucial step to achievement.

Remain open to change and new ideas. Don’t give in to doubts about your abilities. Make contingency plans and strengthen yourself emotionally to be ready for new experiences.



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Society tells us we are not good enough and happiness comes from external objects. But whatever we acquire, our purchases soon lose their appeal.

Fulfilment comes from ongoing self-improvement and acknowledging your growth.

Reflecting on challenges tackled and celebrating achievements gives a sense of meaning and purpose, along with the motivation to continue striving.


Be Responsible

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You are responsible for the way you perceive situations and your own fulfilment.

Stop blaming others or the world, and you’ll discover the power to control your own life. When you change the way you look at things, the things you look at change.


Live In the Present

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Let go of your never-ending self-talk. Take a break from social media distractions. Pause, and just be present.

Lower anxiety and improve focus by connecting to the stillness of the here-and-now. Immerse yourself in the present moment and your productivity and happiness will increase.



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Stop expecting and start appreciating. Stop thinking about what “should be” and start being grateful for “what is.”

Enjoy the simple pleasures such as silly jokes, a child’s hug, a dog’s welcome, sunny days, a good meal, a winter’s frosty walk.



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Contributing to the well-being of humanity and being part of something greater than yourself tends to make us feel better about life.

Find a cause you truly care about and give your time, money or ideally both. The act of contribution reminds us how successful and fortunate we are, and how small our problems really are.

You can be rich and successful by living your purpose, but you will be fulfilled everyday by what you give to ensure the happiness of others.
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Video Marketing For The Terrified – What To Post?

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Rumour has it Video Marketing is essential for winning new website traffic. By posting fantastic videos on Social Media, viewers want to click on your website link to find out more. They also stay longer on your website – good news for converting a visit to a sale.

Videos are an exciting way to tell your story, show off your products, and educate customers about your benefits.

81 percent of people say a brand’s video has convinced them to purchase a product (WyzOwl)But What Should You Post?

Be inspired by our Guide featuring brilliant examples of different types of Video Marketing Posts:

1. Educational Posts

What To Do: Help potential customers understand how to use your product and its value to them.

Why: 95 percent of people have watched an explainer video to learn more about a product or service (Wyzowl).

Example: Dropbox Intro Video

This explainer video shows how Dropbox lets users access all their documents in one place, wherever they happen to be, and the benefits of this service.

2. Proof It Works Posts

What To Do: When creating video success stories focus on the story of your customer and the success they achieved from using your product.

Why: Video provides social proof for your product, with customer testimonials have the highest effectiveness rating for content marketing at 89% (WebDam).

Example: Hubspot Airstream Customer Video

HubSpot prove the quality and relevance of their products by positive testimonials from their interesting customers. The satisfied customer explains how their solutions make business life easier and assists their growth plans.
3. Entertaining Posts

What To Do: Get people to laugh or smile.

Why: The content should intrigue them to investigate your brand further.

Example: Metro Dumb Ways To Die video

The title piques curiosity and makes us want to learn more. Although it has a serious safety message, the video uses humour to engage the viewer, which resulted in it going viral and reducing Metro fatalities.
4. Inspirational Posts

What To Do: Capture breath-taking views, reveal awe-inspiring moments, or produce motivational content.

Why: It grabs people’s attention, and is a powerful way to associate your product with personal success for the viewer.

Example: Nike Dream Crazy video

Nike uses motivational videos to create positive associations with their brand and provide consumers with interesting material to develop body, mind and soul.

5. Customer Support Posts

What To Do: Help users answer frequently asked questions, saving them time and saving you resources.

Why: Short videos are more useful than written instructions to most people nowadays, so you improve your customer service and likelihood of retaining the customer from the start.

Example: Fitbit How To videos

Fitbit shows the power of video to answer customer enquiries. They have pages of video content providing answers to FAQs and tutorials.

6. Webinars

What To Do: Add real value to a viewer, don’t be overly-sales focused. Include audience interaction, exciting visuals, an event hashtag and a Q&A session.Webinar content can be reused to attract new attendees. Choose topics that address problems your target audience face.

Why: Webinars position you as thought leader and are a great qualified lead generation tool. Make webinars available for free and require attendees to submit information in exchange.

Example: Dev Ops Webinars


This Dev Ops provider uses webinars to help their target market understand and use their services, featuring company representatives and recognised thought leaders to promote their brand and add value for viewers.

What Else To Know About Video Marketing:

– Measure with analytics tools which Social Media platforms and video types get you most views, website traffic, and sales, and ask for customer feedback

– Make videos short and add captions because most people watch on mobile phones without sound

– Front-load compelling content and key messages to catch viewer’s attention quickly

– Match video types to audience expectations – for example, people scroll through Facebook to be entertained

– Optimise for search engines – host videos on your own domain before sharing to social media sites, enable embedding on your video for inbound marketing links, use video sitemaps, use captions, add relevant keywords in your video titles, tags, descriptions, transcripts

– Team up with online influencers who have loyal followers and appeal to your target customers

– Use targeted ads to reach various different user group demographic

– It’s all about subtlety – it shouldn’t feel like advertising

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