Most copywriters run out of obvious keywords to cover in new content. To get more ideas, use Content Gap Analysis or HubSpot's Free Search Insights Report template.

• Do a keyword analysis on your competitor's site.
• Then remove the keywords your own site ranks for.

You'll be left with all the lists of potential keywords you've not covered yet.

Use a headline analyzer to optimize your headline for search. You can use a free tool to help you write a catchy headline based on your keyword. Then test the variations until you find one with the highest score.

Secondary keywords reinforce search optimisation and catch more people's attention. 

Start by typing your keyword into the Google search bar, then look what auto-complete terms pop up. Include the secondary keywords in your writing where it makes logical sense.

At the bottom of the Google search results page, you will find a "people also ask" section.

Try and find your keywords and treat the relevant questions as you do content gaps and secondary keywords. 

You can increase engagement by using technical and tonal systems for your writing.

The AAP method consists of:

• A - Agree. At the beginning of your writing, confirm to the reader the keyword they search will give them the result they seek.
• P - Promise: Then promise the reader that you'll give them the knowledge to achieve the results they want. Here you can insert some personal experience.
• P - Preview. Preview so that the readers know what to expect from the rest of the article.

Research shows that readers will skim pages in a shape that looks like an "F".

They will read the entire top line or two, and then they'll begin skimming just the left-hand side of the page. Sectional breaks with new headlines can reset the F shape.

• Attention is what the headline is for. Techniques for grabbing attention include FOMO statements, personalization, special offers.
• Interest. Use personal stories, statistics, acknowledge pain points.
• Desire. It conveys the benefits the customers will get if they use your product/service. Don't confuse benefits with features. Frame the messaging as benefits.
• Action. End each of your F shapes with a call to action so that the reader can click to take them to the next stage.

• The voice is your brand's underlying personality. It stays the same.
• The tone of your brand can change depending on the circumstances, but the voice always underpins it.

By combining the art of using voice and tone and using the science of SEO-optimised copywriting, every piece of content you write will effectively communicate with your readers.