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

The voice and tone of your brand

<ul><li>Attention is what the headline is for. Techniques for grabbing attention include FOMO statements, personalization, special offers.</li><li>Interest. Use personal stories, statistics, acknowledge pain points.</li><li>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.</li><li>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.</li></ul>

Use the AIDA funnel

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.

Look at the "people also ask" section

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.<ul><li>Do a keyword analysis on your competitor's site.</li><li>Then remove the keywords your own site ranks for.</li></ul>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.

Use Content Gap Analysis to find more keywords

You can increase engagement by using technical and tonal systems for your writing. The AAP method consists of:<ul><li>A - Agree. At the beginning of your writing, confirm to the reader the keyword they search will give them the result they seek.</li><li>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.</li><li>P - Preview. Preview so that the readers know what to expect from the rest of the article.</li></ul>

The AAP method to increase engagement

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.

Use secondary keywords

Take your possible keywords and use an online keyword tool to test them. Look for keywords that have high search volume and low-to-medium competition. Include one to three keywords throughout your content, including title, headline, intro paragraph, closing paragraph, and photo captions.

Test your keywords

What you write must be in line with what readers are looking for.The algorithms that determine what the user finds use text-based content. For example, if you sell blue-light-blocking glasses designed for gaming, your primary keywords can include "gaming glasses", "blue light blocking glasses for gaming", "glasses that reduce eye strain", "best gaming glasses."

Establish primary keywords

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.

Use the F-Shaped Method

Download our FREE Content Copywriting Templates now: https://clickhubspot.com/xsk Copywriting for SEO ensures that your content satisfies online readers. 73% of readers skim content. Learn the copywriting tips that professional copywriters use to optimize every line they compose for SEO and engagement. 🛠 Resources: • SEO Copywriting Tips and Best Practices: https://clickhubspot.com/oqz • SEO Certification Course: https://clickhubspot.com/pi1 📔 Grow Your Career and Business with HubSpot Academy: https://clickhubspot.com/Popular-Courses 📔 Favorite Free Certification Courses: • Digital Marketing Certification: https://clickhubspot.com/od6 • Social Media Marketing Course: https://clickhubspot.com/Social-Media-Certification • SEO Training Course: https://clickhubspot.com/SEO-Training-Course • Inbound Course: https://clickhubspot.com/Inbound-Certification • Inbound Marketing Course: https://clickhubspot.com/Inbound-Marketing-Certification • Email Marketing Course: https://clickhubspot.com/Email-Marketing-Certification • Inbound Sales Course: https://clickhubspot.com/Inbound-Sales-Certification • Taking your Business Online Course: https://clickhubspot.com/Business-Online Video Chapters 0:00 Intro 0:39 - Writing for Search to Improve SEO 0:55 - Tip 1: Primary Keywords 2:02 - Tip 2: Content Gap Analysis 2:20 - Tip 3: Headline Analyzer 2:39 - Tip 4: Secondary Keywords 3:12 - Tip 5: Related Questions 3:39 - Writing for Audience to Increase Engagement 3:46 - Tip 6: APP Method 4:58 - Tip 7: F-Shaped Method 5:30 - Tip 8: AIDA Method 6:26 - Tip 9: Templates 7:07 - Tip 10: Voice & Tone About HubSpot: HubSpot is a leading CRM platform that provides education, software, and support to help businesses grow better. The platform includes marketing, sales, service, and website management products that start free and scale to meet our customers’ needs at any stage of growth. Today, thousands of customers around the world use HubSpot’s powerful and easy-to-use tools and integrations to attract, engage, and delight customers. ⚠ Disclaimer: The videos on our YouTube channel are for informational purposes only, and are not intended as an endorsement for any of the products or services that we feature. #HubSpot #copywriting

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Download HubSpot's Collection of 150+ Copywriting and Content Creation Templates [FREE KIT]: https://clickhubspot.com/xsk

Copywriting for SEO ensures that your content satisfies online readers. 73% of readers skim content. Learn the copywriting tips that professional copywriters use to optimize every line they compose for SEO and engagement.

🛠 Resources:
• SEO Copywriting Tips and Best Practices: https://clickhubspot.com/oqz
• SEO Certification Course: https://clickhubspot.com/pi1

📔 Grow Your Career and Business with HubSpot Academy: https://clickhubspot.com/Popular-Courses

📔 Favorite Free Certification Courses:
• Digital Marketing Certification: 
https://clickhubspot.com/od6
• Social Media Marketing Course: 
https://clickhubspot.com/Social-Media-Certification
• SEO Training Course: 
https://clickhubspot.com/SEO-Training-Course
• Inbound Course: https://clickhubspot.com/Inbound-Certification
• Inbound Marketing Course: 
https://clickhubspot.com/Inbound-Marketing-Certification
• Email Marketing Course: 
https://clickhubspot.com/Email-Marketing-Certification
• Inbound Sales Course: 
https://clickhubspot.com/Inbound-Sales-Certification
• Taking your Business Online Course: 
https://clickhubspot.com/Business-Online

Video Chapters
0:00 Intro
0:39 - Writing for Search to Improve SEO
0:55 - Tip 1: Primary Keywords
2:02 - Tip 2: Content Gap Analysis
2:20 - Tip 3: Headline Analyzer
2:39 - Tip 4: Secondary Keywords
3:12 - Tip 5: Related Questions
3:39 - Writing for Audience to Increase Engagement
3:46 - Tip 6: APP Method
4:58 - Tip 7: F-Shaped Method
5:30 - Tip 8: AIDA Method
6:26 - Tip 9: Templates
7:07 - Tip 10: Voice & Tone

About HubSpot: 
HubSpot is a leading CRM platform that provides education, software, and support to help businesses grow better. The platform includes marketing, sales, service, and website management products that start free and scale to meet our customers’ needs at any stage of growth. Today, thousands of customers around the world use HubSpot’s powerful and easy-to-use tools and integrations to attract, engage, and delight customers.

⚠ Disclaimer:
The videos on our YouTube channel are for informational purposes only, and are not intended as an endorsement for any of the products or services that we feature.

#HubSpot #copywriting

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Use the F-Shaped Method

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