Clean beauty blogging. Some people enjoy it, most people don’t, but statistics show that writing a blog for your clean beauty business is a strong in-bound marketing strategy. And as Colleen from Glossy Type mentions, now is the time as “the beauty space is the most saturated its ever been. “
But if you are like anyone we know, it is a full-on effort to get words to paper. And even more effort making it sound decent. Not to mention we are busy running businesses that we don’t often have time in our busy schedules to spend a few hours a week blogging.
No fear friends, our interview with the fabulous Colleen Welsch from Glossy Type covers the do’s and don’ts of writing a blog and how to best maximise your time and money by DIYing it yourself for your natural or vegan beauty brand. So for you time-starved beauty brands out there – be sure to stick to these 3 blogging rules!
(For all of the do’s and dont’s, be sure to listen to our podcast below!).
Start with Colleen’s 5-step keyword strategy process
Colleen spent 6 hours coming up with Glossy Type keyword strategy. I know, panic mode is coming in. But you don’t need to spend 6 hours. Start with 1-hour and test it out for a month. The point is that you should be spending the time up front on your keyword strategy process so that writing your blog actually gets noticed.
Here are Colleen’s first 3 steps:
- Make a list of over 100 questions and topics you think your audience would be interested in knowing more about
- Plug those into Google’s keyword planning tool and then filter by low competition only, and then sort it by most traffic to least traffic.
- Then copy and paste those key words into a separate spreadsheet (making a huge list)
Content calendar, content calendar, content calendar
We know, (eyes roll)…another content calendar. But stick to it! This one is one of the best we have seen! Its much easier to write a blog when you are prepared and know what is going on content-wise in your business as well as know what key words you should be throwing into your blog.
Just join our Facebook Group Here to download the content calendar
300 words minimum
Why 300 words? Well, that is how many words your blog has to have minimum to be picked up by Google. But that’s not it says Colleen. “Now, search engines are favouring longer and longer posts, especially if you have a targeted key word and your look up what the number one ranking article is on that. And if its 2,000 words long, you need have 2,200 words.” That is why it is essential that you do the work up-front!
If you are curious, this blog is about 550 words.
Other Factors to consider
Writing a blog can be extremely time consuming, but a great way to get traffic to your site. It is totally possible to DIY it yourself – you can do it! To help you out we have collaborated with Colleen of Glossy Type to walk you through the process in our members club so that you can save yourself time and money! Members can access those steps here!
If you are wanting a bit of extra help, you can contact Colleen at Colleen@glossytype.com or visit her website: www.glossytype.com!
Now onto the show!
Raquel:Hello everyone and welcome to Clean Chat. Today we have the fabulous Colleen Welsh. She’s going to be talking all about blogging for your beauty business. She put together a fabulous webinar for her company, Glossytpe. So we are so excited to hear more about it, as well as hear about Colleen herself. So if you don’t mind Colleen, could you tell us a little bit about yourself and why you started Glossytpe?
Colleen: Hi! Well, first of all thank you for having me. I’ve actually never been on a podcast before so this is very exciting. So the reason why I started Glossytype is because I’ve been blogging since 2009. And since in that time I’ve learned a lot about the ups and downs of blogging and all of the little things that you need to do that most people don’t know. And I began blogging professionally for other companies a few years ago, but there are a lot of start-ups out there that can’t afford to hire a professional blogger, so I’m providing education for those start-ups so they can learn to DIY their own blogs without paying for a professional blogger.
Raquel: Yes. She does a great job. So, an interesting fact about Colleen is that she is actually in Portugal right now. Do you enjoy being able to travel with your job?
Colleen: I do! This is actually my first big trip outside of the US, its longer than a week so. But I’m still learning a lot….um. It’s the first time I’ve lived outside of the United States so its pretty cool.
Raquel: Oh yea, okay. Yea, that is awesome. She said its ninety degrees and I’m here in Edinburgh and we are just happy its not raining. Hahah
Raquel: So back to business. So working with Glossytpe, and obviously you’ve worked with tons of beauty brands, have you found that there is one particular pain point that brands are coming to you with and how do you suggest to you know, solve that problem.
Colleen: I think that a lot of brands are looking to get more traffic to their website, and also to differentiate themselves from other beauty brands. The beauty space is the most saturated its ever been, so that is….I find that blogging is a great way to separate yourself from the pack. And, its also an amazing way to get traffic to your website. And I think more and more brands are beginning to realize that. They just don’t have the time to do it.
Raquel: Right, yea so it’s good to hire an expert. And one of the things that you cover in collaboration with the clean hub is SEO and exactly what should be in all of your blogs. Why do you feel that blogging for your business is so important? Like, you mentioned earlier. Why is it so important for your business?
Colleen: So, blogging is a great way…it’s a great inbound marketing strategy. So instead of paying for advertising, all you’re doing is putting content and having Google pick it up. And then the people who are searching for the kinds of problems that your product solves, they are going to find you through Google.
Raquel: Right. And how long would you say it takes for this inbound strategy….like how much time should people be expecting to finally see some results from blogging?
Colleen: That’s the thing. It takes about six months to really start seeing some results.
Raquel: Wow, okay…
Colleen: That could be tough. You will start seeing a boost in traffic probably within the first month but I would say six months until you are really going to start seeing the sales. Which makes it difficult for brands to want to commit to that.
Raquel: Yea, well exactly. So…hahaha I know how long it takes to write a blog and finding interesting content. How long would you say it takes a typical person to write a blog post? How long should they be spending on a blog?
Colleen: Well, it really depends. Your blogs need to be at least 300 words to be picked up by Google at all. But now, search engines are favouring longer and longer posts, especially if you have a targeted key word and you look up what the number one ranking article is on that. And if its 2,000 words long, you need to have, you know 2,200 words.
Colleen: So it really depends on the length of the blog post, how much research you need to do for the topic…and there’s topics that I don’t need to do any research for because I know all about so…that makes it super easy for me. That’s one great reason why, if you are a founder, it might be a good option for you to write the blog because no one knows about it better than you do. But a lot of people don’t have time for that. You’re going to spend at least an hour and a half on it, including all of the image sourcing, the uploading, the linking, all of the SEO stuff, but sometimes I spend up to three or four hours on one post, especially for my own site. Because there is so much, there are so many pieces that go with it, other than just the actual writing. You know, once you write the post, you publish it, then you want to send an email to your followers, and you will want to make some social media posts, and all of those are tied into blogging.
Raquel: So it’s quite a process…yea. Speaking of which, so you talk about all of the things that are important in a blog. What can listeners expect from your collaboration with The Clean Hub? What sort of topics do we cover?
Colleen: Oh yea, so we talk about like some great statistics on why you should have a blog if you’re thinking about it and you aren’t 100% convinced. Check that out, because its actually really shocking how much traffic you can get from your blog if you update it regularly. Also include all of the basics of getting started which includes how to think of post ideas. A lot of people have questions about how to create a content calendar, the basics of SEO, and we also talk about if you should write the blog, or if you should hire someone else, pros and cons of that, and also just the basics of how to write a really great blog post that people will actually want to read.
Raquel: Yes, definitely she goes into all that interesting stuff. And like you said, it’s not just about words on paper. Like there’s more of a bigger process involved in like making sure that your content is good SEO-wise, like she said earlier. You know, its over 300 words and it makes sense for that topic and its going to get picked up by Google. All of these topics….you nearly don’t want to waste your time, right? Writing a blog for hours when you aren’t doing the little bits that get it noticed anyway. Right?
Colleen: Yes, yes. Which is why doing your keyword research is so important, especially when you are getting started to make sure that you are focusing on the right keywords that’s going to get your audience to your site. I just developed a new content calendar for the next 6 months for my personal blog and I spent 6 hours on keyword research.
Colleen: But….it will be worth it once I execute the plan because I have all these great keywords with low competition. I think I’m really going to see a boost in traffic.
Raquel: That’s good. And so could you give us some advice on keyword searching or how to go about doing that. Just…
Raquel: A quick overview.
Colleen: So I use Google adwords. They have a keyword planner tool. And I like to look for…first I like to make a list of a bunch of questions I think that my audience has and a bunch of topics that are related to my business. Then I plug those into the keyword tool and then I filter it by low competition only, and then sort it by most traffic to least traffic. And then I just start copying and pasting those keywords into a separate spreadsheet. And then I just make this huge list with the keyword and then the search volume ranking. Then I take that list and I group all the keywords together so that they are by theme. And then, haha this sounds crazy doesn’t it? This is what you have to do though…
Colleen: Based on the keywords that go together, then I will come up with blog topic ideas and then make sure to focus on whatever the highest-ranking keyword was for that theme in the post.
Raquel: That’s why it is super involved, okay…
Raquel: It’s not as easy as just sitting down and like typing out a couple of paragraphs about, you know, a new lipstick color or something. Is this…
Colleen: You can do that too.
Raquel: Out of curiosity, asking for a friend…Is this something that you do for people as well as part of your service, or is it….
Colleen: Yea. .
Raquel: Okay. It’s part of the service, okay. You are saving money people! Okay.
Colleen: Yea, you are saving a lot of time.
Raquel: Yea a lot of time.
Colleen: And I can do it for you. Hahaha
Raquel: Definitely. And where do you get your post ideas from? So you do this from keyword research as well?
Colleen: Yes. So keyword research is a really great place to get started for your blog but it’s not the only place to get post ideas. So you can also go to your customer service channels and see what kinds of questions your customers are asking repeatedly and write blog posts to address them. So not only will you be helping your customer out and building trust with them, but you will also be saving time with customer service. Because if they can just Google something and find the answer, then they don’t need to call you. Or, you can just send them the link to the blog post like, this answers your question.
Raquel: Yea. So helpful. And do you have some examples of business that are doing a really great job in writing their blog and what is it that makes them stand out?
Colleen: So one, one business that is really crushing it is Dollar Shave Club.
Colleen: I mean I think everyone has seen their website. They literally sell razors, so what’s the difference between one razor and the other? I don’t know. But really what gives them the leg up on every body else is their content is so good. They have, I mean they have basically made a lifestyle website for men’s grooming just by selling dollar razors, which is incredible. So that is a really great example of how building out your content marketing strategy can really give you a leg up on the competition, especially in a commodity market like beauty.
Raquel: And you give some information as well, yup, as part of our webinar so check it out guys.
Colleen: Quite a few more examples of great blogs in there.
Raquel: Okay, perfect. And can you tell us a bit more about your services? What different type of services…is it just SEO, writing blogs, can you do packaging? How does that work?
Colleen: Yea, so I offer…my number one service is my blog management services. So that includes all of the keyword research, the content calendar, I write up and edit all of the blog posts, I find images for you, I upload everything, optimise it for Google and….it’s pretty much a set it and forget it thing. We have a couple conversations, I send you the post for approval. You just have a wonderful blog and you don’t have to do anything about it hahah. But if, you know, someone is not willing to commit to that or they are just looking for blog posts to supplement the work they are currently doing I also offer like single blog posts that you can just order. Additionally I do some digital marketing strategy as well, talking about email marketing. I spent many years as an email marketer for the beauty industry so…pretty familiar with that. Hahah and like a comprehensive digital marketing strategy as a whole with blogging as a part of it.
Raquel: Sounds awesome. Okay, and if people want…outside of The Clean Hub, check out her webinar with us. It talks all about these goodies and she has put together a PDF as well. Where can people get a hold of you and learn more about your services?
Colleen: So my website is Glossytype.com. So you can check it out there. Or email me at Colleen@glossytype.com. It’s C-O-L-L-E-E-N@glossytype.com. Or I just started an Instagram and its @theGlossytype.
Raquel: I’m following it now. So thank you so much Colleen for all of your information and giving us so much information on writing a blog. I know we’ve changed things ahah since watching your collaboration or webinar.
Raquel: And we are all just going to live vicariously through you as you are living out the best life and blogging around the world.
Colleen: Hahah yea.
Raquel: Alright well thank you Colleen for coming onto The Clean Chat today.
Colleen: Thank you very much.
Raquel: Yea, and we hope to have you on very soon. Um, alright everyone have a great day and vivacleanbeauty!