Hello Reader,

I'm so excited to share a nice chunk of resources that should help you—and a little look at the strategy behind WHY we chose to publish them. (I hope you enjoy these "behind the curtains" newsletters, they're fun to put together.) These were all written by me, but Josh heavily helped with the audience article.

First up, we have the long-promised guide on marketing without social media. This actually has a second part coming thanks to the amazing questions you all asked a few weeks ago.

Why I wrote it: I have seen so much discussion of people feeling burned out by social media marketing and a hunger for mixing in an evergreen or longer term strategy into their marketing. But in both cases people don't know where to start. I hope this guide is useful in prompting thinking. And, real talk, I think it has potential to rank well.

Good to know: The title is in the "how to" format which leverages something called "schema," a specific type of data, that Google really likes. It also contains a listicle, which tend to perform well in the search engine. I plan on repurposing this one a lot as well as updating it regularly.

Next, we have a piece about audience building that's been a surprise "hit" in terms of feedback already.

Why I wrote it: Audience is always a challenge for people. Often, I work with clients when they've realized they have outgrown their audience or they want to think more narrowly. I don't think this is necessarily a "rankable" article, but "address your audience" is a core element of my framework, so it's essential to talk about these issues.

Good to know: A friend who works in the world of politics told me that she pulled out her notebook and followed all the steps in this article and it helped her get really clear on her audience and the nuances of what they need to understand. I hadn't intended it as a "work along" piece, but I love that it flows that way! If you've been on my list for years and years, you may recognize bits and pieces of this article—may parts originated in newsletters. Always repurpose when you can!

Finally, we have a guide to SEO for coaches. If you're not a coach, I believe there's a lot that you can glean from this article, however.

Why I wrote it: Real talk? This was alllll about the search engine! I saw that there was an opportunity with this audience to present them with information from a different perspective and that while the search volume (this means how often something is searched for) was low, it was likely to attract good fit clients to our SEO Intensive.

Good to know: When I got stuck into writing this piece, I realized I had a lot to say about this audience and why marketing is really, really hard for them. It all comes down to foundations, and experts often are so good at what they do, they haven't created the foundations such as frameworks and business models—and the holes eventually show up and have to be repaired. SEO needs foundational thinking if it's going to be truly strategic and effective.

Do you enjoy looking behind the scenes at why we do the marketing we do? Let me know! And, if you used any of the ideas in these three articles, I'd love to see it—I'm just a reply away!

Warmly,
Sarah