Blogging for Business course: Sydney, Melbourne, Brisbane, Perth

People expect more information from businesses than ever before. Your website is not enough. Blogging for business gives people the information they’re seeking as they’re making the decision whether or not to purchase.

Blogging enables you to illustrate the expertise and experience of your business, as well as your unique point-of-difference. Plus, Google’s algorithm unashamedly preferences fresh, new content over older web pages.

Especially if you’re a small business or you’re working in a competitive industry, you need to be blogging for business.

Join me for a one-day intensive course on blogging for business – from getting inside the heads of our target market to better understand what they’re struggling with, to brainstorming topics, writing clickable headlines and hooks, optimising your blog for search engines and, in the process, helping educate, inform and inspire web browsers to convert them into new inquires and clients.

How business blogging helps your business

The nature of business has changed. The internet gives us access to so many more businesses – businesses that may look just like yours. Potential clients can compare and contrast your business with your competitors (on their smart phones, possibly while hiding in your toilet).

People expect more information before they decide to make contact. They want to know the ethos of the business they’re buying from and they want businesses to act like humans.

Blogging enables you to connect with clients and prospects through long copy – allowing you to say far more, in a much more compelling and relational way, than you can otherwise share. Blogging attracts prospects to your business and, while on your site, to convert them towards purchasing.

Effective blogging talks to prospects about their worries and wants, their problems, pains and inconveniences, while helping to solve these. Effective blogging for business explains and educates, addresses misconceptions and misunderstandings, and helps overcome barriers to purchase. Done well, blogging for business inspires and empowers existing clients to keep returning, and to more effectively refer other people to you.

Google preferences newer, more regularly updated content over older content, which means blogs have a particular privilege. To rank for relevant search terms, your website needs to have a high occurrence of these, in a natural, appealing manner (no keyword stuffing). Blogging gives you a natural reason to keep using those key word phrases you want to rank for.

Blogging is a fantastic repository for your unique value, point of difference, opinion and approach, background story, and to showcase your expertise. When journalists and other stakeholders are seeking further information on you and your business, your blog is the first place they’ll look to learn more about you and your business. From there, it’s a short step to your contact page.

Blogging for Business course covers:

  • Determining the hot topics and buring questions that your prospects are searching for right now so that you can answer their questions and spark inquires.
  • How to ensure your website ranks for the most profitable key phrases that your prospects are using.
  • How to fuel your creativity to help make writing a joy, not a chore, so you can take this skill into other areas of your business, including emails and email newsletters, marketing copy and sales page writing.
  • Establishing your professional reputation through sharing your insights, approach and opinions in a way which is engaging, relevant, useful and meaningful to clients and prospects.
  • Connecting the dots between where your prospective clients are in their journey towards purchasing, so that you can ask for the sale without coming across like a singer jumping out of a giant birthday cake (surprise!!!!).
  • The secret to creating anticipation, intrigue and desire, even when you’re feeling as inspired as cold toast.
  • Quick editing tips which anyone can use to turn ‘meh’ to ‘wow!’
  • Headlines and hooks that make clicking (or opening) inevitable.
  • An insider’s look at my actual writing process, step-by-step (feel free to steal!).
  • Building your email list through your business blogging.
  • A live demonstration of me publishing a blog post on WordPress, including how to source stock photography you can use (without being sued and without paying a bomb).
  • How to expand your network and publicise your business, naturally and easily, through guest blogging, collaborations and public relations.
  • Social media scheduling and other tricks to fast and effective social media marketing so you can promote your blog across the internet without getting sucked into the Facebook-time-space-vortex.

Learn, then write!

Like all our training courses and programs, Blogging for Business is not a passive course where I talk incessantly, you take notes, and then you return to work, putting your notes to one side where they gather dust and nothing changes.

You’ll leave the course with almost 12 months’ of blog topics, headlines and outlines to get stuck into.

Together, we’ll work through brainstorming, writing and editing exercises. You won’t be required to share your writing if you don’t want to. But if you do enjoy collaboration, there’ll be ample opportunity to bounce creative ideas around and receive specific feedback from me, as well as your peers.

We’ll examine blog case studies, looking at how and why they work, and where you might apply some bright ideas to your business blog. You’ll learn how to identify and embrace your particular approach and put personality into your blogging (your personality, not somebody else’s).

Most importantly, you’ll have the tools and techniques to keep blogging and to enjoy the creative process. Who knows? You may even find yourself a mafia of like-minded awesome folk to help widen your business network.

With Brook McCarthy,
digital marketing trainer
& business coach

Caroline Giles“I felt like I knew Brook before I walked in the door – that’s how effective her writing and marketing is. This course gave me a head full of new and different ways to get my unique message out there. My first blog post after the course had my largest reach and response ever! I wish the day was longer.” Caroline Giles, Experience Yoga

Jo Jarvis“Brook’s course gave me surprisingly more insight, confidence, tips, and ideas than I could’ve thought possible in one day, especially as this was a new world to me.
There was plenty discussed about business that went beyond blogging.
Anyone – new or experienced in small business – can learn this. Get in there!” Johanna Jarvis, ABC Radio

Richard Woodward“Brook’s course on Blogging for Business was a really worthwhile investment of
time and money. The day was practical, fast paced and delivered lots of ideas
that I could apply immediately. I recommend it!” Richard Woodward, Business Development That Works

Naomi Terese“I gained an enormous understanding of how blogging can benefit my work. The pace moved quick enough so that we actually created a lot of work, but Brook generously supported us throughout so I didn’t feel overwhelmed. I would highly recommend this course, regardless of your level, to get the creative juices flowing!” Naomi Terese, Fat and Skinny Catering

Common questions about Blogging for Business

“Who comes to these courses?”

Over the last four years that I’ve run this course, we’ve had lots of participants from the health and creative sectors, including yoga and Pilates teachers, psychologists and therapists, copy writers (yes, true) and graphic designers, trainers, speakers, coaches and consultants. We also get the occasional marketing professional who’s seeking inspiration and fresh ideas. Most course attendees are either sole traders or small business owners.

“I can’t write. Is there hope for me?”

Strike “I can’t write” from your brain. I share the quickest and most effective brainstorming and writing techniques around, with plenty of opportunity throughout the day to work on these exercises and put metaphorical pen to paper (most people bring their laptops). And let’s remember, we’re blogging for business, we’re not writing The Catcher in the Rye. There’s a tried-and-tested formula, which can be taught. Your ideas and approach are far more important than the nuances and style of your writing.

“Will you show me how to set up a business blog?”

No, we’re assuming you already have a website and blog set up and running. However, we will be talking about the different blogging platforms so if you don’t yet have a business blog, you’ll gain invaluable insights to get started. Plus, I’ll be giving a live demonstration, publishing an original blog post on this website, which is built on the WordPress platform, during the course. You’ll see just how quick and easy it can be to find an appropriate image, publish your post, and optimise it for Google.

“Can’t I just skip blogging and focus on social media instead?”

Facebook and other social media sites have been called ‘micro blogging’ sites but, unlike social media channels, your business blog is entirely owned by you and within your control. Doing only social media marketing without blogging is highly risky. Plus, blogging will make your social media marketing far more focused and strategic.

“Will this course improve my writing?”

Yes indeed. Everyone writes every day. As a business owner, you write emails, social media posts, instructions, mass emails for marketing, website copy, marketing copy and so much more. This course teaches the fundamentals of what makes writing provocative so that your ideal client is compelled to action.

“I don’t have a lot of time. Will you teach me how to write quickly?”

Yessir. In the last 15 years that I’ve been working in digital communications and the last eleven years of self-employment, I’ve learnt plenty of short-cuts for how to brainstorm and write quickly. Your business blog doesn’t take any more time than what you’re currently spending on social media or answering queries from potential clients and should significantly reduce your need to respond to customer service inquiries as well as prospect calls. All my clients are small business owners so I know you don’t have a lot of time, or a large team to delegate to.

“Will I be put on the spot, forced to share my writing at the front of the room?”

No way! This is not a real life nightmare hangover from school. Nobody will be reading from the front of the room except me. However, you’ll have ample opportunity to get feedback on your writing and editing but this isn’t mandatory.

“Will you teach me how to monetise my blog?”

No. This course assumes you already have a business, with services or goods for sale. I teach how to use business blogging as a marketing technique, to build your authority, inspire trust, enhance credibility, iprove your website ranking, increase your brand visibility and, ultimately, sell more effectively. There are plenty of courses out there teaching you how to monetise your blog. This is not one of them.

“Will blogging help my search engine ranking?”

Your better believe it. Strategic and smart blogging for business is a great method to increase your search engine ranking, and I’ll show you how. Not only will we explore how to find out what your prospects are already searching for, but I’ll show you how to enhance your ranking after your post is published by making it irresistible to others who want to link to it.

Emily Becher“I attended this course because I was a terrible blogger. My blogs would always start off like a ‘dear diary’ with an apology for not having blogged. I could read Brook’s personality in her writing and got the feeling that she would deliver the information in a way that I could enjoy, relate to and really benefit from.

The day was fantastic. Brook’s teaching pace was perfect, class participation was encouraged but I never felt like I was put on the spot so there was no anxiety. Brook’s knowledge on the topics covered was amazing and up-to-date with current trends in online marketing.

Throughout the day, Brook was put on the spot with questions specific to different people’s businesses and she’d quickly come up with a new approach to use for each scenario.

The course made me realise that I do have interesting things to write about that will intrigue my audience. Blogging is essential for a small business like mine.

The course gave me the confidence to write again – learning how to start again when you’ve a bad case of writer’s block was invaluable. I still have so much more to implement from the course but even after the first few blogs I’ve written since, I’ve had many people contact me personally and tell me they really enjoyed reading them. It’s reignited my writing passion.” Emily Becher, Emily Becher Jewellery

Kelli Howard“I got so much more than I expected from this course!

Inspiration to write, to be daring, insight into exactly who I wanted to attract to my business, and contacts to help me beyond the course. This course blew my mind and has me excited about the future of my business.” Kelli Howard Yoga & Massage

About the presenter
Brook McCarthy

I’m Brook McCarthy. I’ve been blogging for clients, from large multi-nationals to small and micro businesses since 2005, and working for myself since 2008. My specialty is health and wellbeing, but I’ve also enjoyed a stint as editor of the Australian Builders’ Association magazine, and know far more about white goods than I care to admit. (See more about my writing here, or check out my business blogs here and here.)

Since 2012, I’ve run face-to-face courses on digital marketing for business owners around Australia, for those in the health and creative sectors. Course participants come away feeling inspired and empowered with the knowledge, tools and attitude to combine creativity with smart business strategy. Writing is a ripe opportunity that all businesses have, to differentiate themselves, to be creative and have fun, and use low- or no-cost tech tools such as blogging and social media, to compel inquiries, brand recognition, and sales.

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