Be a Content Detective

Think about the types of questions your ideal clients would search for online. Try entering these questions into Google for your own research. Read through some featured articles.

What subject matter have they included? What language have they used? What else could you add that might be valuable? Take what you've learned to write your piece in your own words and tone. No copying, please! Your work needs to be original. 

Show Don't Tell

Use scenarios to illustrate the benefits of different techniques and therapies. If you're a reflexologist, explain how reflexology could help with stress. Write with empathy to show you understand how stress might be impacting them. Provide a clear explanation of how reflexology works and why it could offer some relief. 

Eliminating Barriers

What are the most common reasons why a person might be reluctant to try the therapies you offer? Think about how you've responded to these misgivings in conversations. Use this as content material. Your blog can help dispel myths and build trust. 

Doubts are sometimes due to a lack of understanding. Sharing information can help fill knowledge gaps and eliminate the mystery surrounding a practice. Create blog posts for your aromatherapy website explaining the background behind the essential oils you use. Link your pieces to scientific data and research that supports their use in particular situations.

Demonstrating Expertise

Creating informative content also proves that you're a specialist in your field. You might start with covering the basic facts and common questions on your blog, but think about going deeper. It proves you thoroughly understand the subject matter and may improve your website's visibility. 

When search engine algorithms evaluate where to position a website in the search results, they value expertise. If they see you as a credible authority in a particular subject matter, you'll feature higher on the list.

If you're a Reiki practitioner, you might start with a blog post giving a general introduction about the practice for those with little knowledge about it. This article is handy to include on your website if someone has already found you. But, if you're banking on this piece to attract visitors to your site, it's a tough ask. 

Why? Because your article will face competition from numerous similar posts. Think about your own browsing habits when you search for a topic. How many pages do you scroll through when looking for answers? You probably don't get past the first page most of the time. If your blog post is just one in a sea of similar content, it's harder for yours to snatch one of the top spots. 

If you want to increase your odds of creating a higher-ranking article, try honing in on a particular area. So, for instance, you might decide to write about reiki and pain relief. OK, that sifts out the more general articles, but why not get more specific and focus on migraines, for example? You're now swimming in a much smaller pool of competition. 

On the Pulse

Show that you are in touch with what’s happening in your industry. Use your blog posts to write about news or developments that support the benefits of your services. 

Accessible Expertise

Blog posts work best at informing and educating rather than overtly selling. Your blog can help readers feel they are getting free access to your expertise. Not everyone who reads your articles will be ready to become a new customer, but if they engage with the content and trust in your knowledge, they’re more likely to remember you later on.



Community and Networking

Running a business can sometimes feel like a lonely experience. Building a support network can be a valuable lifeline. Look for online directories and platforms you could get involved with. Some offer you the chance to write guest blogs on their site. You can write about an informative topic relating to your work. It gets you in front of a different audience where you can promote your business without being too salesy. Or perhaps you can reciprocate by inviting other experts to blog on your site. 

Once you’ve published a blog post on your website, make it work harder for you. Repurpose it by sharing snippets on your social media account with a link to the full article. Send it to your email subscribers if you send out a regular newsletter.