The Quick-Start Content Guide for Field Service Businesses

You’re a plumbing, pest control or other field service company. Or maybe you’re a business that provides software and supplies to companies like these.

You’ve heard that providing helpful content is one of the best ways to attract prospects, nurture customers, and build loyalty. And it’s true:

But where do you start? What do you write about? And how do you develop topic ideas and content that prospective clients actually, you know, want to read. 

Here, we put together the basics of field service content. These guidelines are founded on our team’s background in consumer and trade journalism, as well as our experience in writing for businesses just like yours.


What’s Not There: How to Use Space the RIGHT Way in Your Content

When we think of written content, we think about what is there: the copy itself.

But what’s not there in your content—in other words, the white space that breaks it up—also has a huge impact on meaning, readability, SEO, and results.

Here are a journalist’s best practices for creating just the right breaks in your blog posts, articles, case studies, and white papers.


15 Key Questions to Ask in a Case Study Interview

Got a case study on your to-do list? To create a case study that converts, it’s crucial that you ask your customer the right questions—otherwise you’ll end up with 1,000 words of sales talk and unconvincing fluff. (“Company X is great! Rah rah rah!”)

My team and I recently created a compelling case study that earned our client a lot of kudos, and we pulled together a list of the interview questions we routinely ask to create tension-filled, reader-grabbing case studies like that one. (Want a free PDF copy of this list? Download it here…no form to fill out, just click and grab!)


Beyond the Content Idea: 6 Real Elements of Content That Converts

Good writers know that there’s more to captivating an audience than coming up with a killer content topic. Anyone can come up with an idea, but it’s what you do with that idea once you have it that makes all the difference.

Ready to earn more attention with your content? These elements have been repurposed from journalism best practices to bring authority, trustworthiness, and relevance to your content.

You can also download a handy infographic version of this list. Here’s the PNG version, and this is the larger PDF.


Not All Good Writers Are Good Writers (+ What to Do About It)

Before I launched Hero’s Journey Content this year, I spent 22 years writing magazine articles, books, and content on a freelance basis.

Now I’m in the editor’s seat, testing out writers to make sure we onboard the very best talent.

We typically give a writer one or two small assignments to see how they fare before adding them to our team. And, sadly, I’m not surprised at how many writers with amazing samples just…can’t write.


Should You Curate Content on Social Media?

You’ve probably read that you should curate interesting content from others on social instead of having all your posts be about “me, me, me.”

Well, I’m not one to believe everything I hear online—especially since there are so many self-styled “content gurus” out there who don’t know what they’re talking about—so I tested this advice for a client:


Top Content Marketing Terms—Explained

If you want to get the most out of your content, you need to know your KPIs from your CTAs.


You cram a lot of people into the top of the funnel, and only a few come out the bottom to become customers. Somehow this is considered a good thing.


A romanticization of the process whereby someone learns about your product or service and buys from you. Thinking of it as an incredible journey for the customer makes content marketers feel better about their lives.


Are You Fact Checking Your Branded Content? Why You Should + 4 Ways

In today’s climate of clickbait and fake news, your audience is craving reliable, credible content.

When I started out, freelancing mostly on the journalism side, every article I turned in would be thoroughly checked by an in-house fact checker. That person would call my sources to verify their quotes, validate the stats and facts against the backup materials I sent them, and make sure the copy was as clean as can be.

Of course, most businesses don’t have the luxury of an in-house fact checker. So what to do when you want to be sure to get it right?