CW + PayHOA - Our Strategy

We are writing to top-funnel users, people who are exploring better ways to manage their HOA in general. As is often the case with software, users at this level aren't even aware of everything it can do. Remember, these users are most likely looking to digitize payments. They don't even know that PayHOA can help them accomplish the broader goal of managing their HOA.

Our blogs should communicate, "Yes, it is possible for you to self-manage your HOA, even if you don't have a financial background."

Most of the time, we talk about HOA software in generalized terms. We want to say, "Whatever software you choose, you should expect it to have these key features or accomplish this broader goal." Because this info will appear within the context of PayHOA's site, it's kind of unnecessary to fill the copy with "PayHOA this" and "PayHOA that."

Plus, speaking generally comes across as if we are trying to help them, rather than sell them something — which is the truth.

So when should you mention PayHOA by name? When you talk about a feature that only PayHOA has — auto pay, a website builder, a physical mail sender, industry-expert support.

More writing rules

Pillar Pages: When writing a blog, you must link to the pillar page associated with the CKP.

Self Managed Hyphen Rule: When writing a blog with a "self managed" SKP, DO NOT hyphenate "self managed" or any variation of it in the copy.

Google views these as two different terms, rather than variants on the same term. Our research shows that non-hyphenated terms get more than 10 times the traffic.

Boiler plate: At the end of each blog, insert a horizontal line and the following boilerplate copy:

PayHOA offers an HOA management software solution for HOAs of any size or managerial priorities. To find out if PayHOA fits all your HOA management needs, try our software free for 30 days.

Outbound links you might could use

HOA laws differ by state, so links to a directory of HOA laws by state would be fine.

Stats around digital payments and mobile payment adoption.

Anything on caionline.org like these HOA satisfaction surveys.

Be careful. We can't use articles by other HOA platforms OR by management companies.

We can use articles on HOA taxes by CPAs and accounting firms.

SEO checklist

PayHOA.com is a WordPress site. They use Beaver Builder to produce pages on the site, and they use Wordpress's built-in builder for blog posts.

Use my email: rmanning@contentwriterworkshop.com

Password: ContentWorkshop!1!

Writing

At least 1,200 words
.5% - .8% subtopic keyword phrase (SKP) density. (5-8 times per 1,000 words)
Use SKP in blog title if possible
Use SKP in one header if possible
Use core key phrase (CKP) in first paragraph and link to corresponding pillar page.
- If there’s no pillar page, link to another core page on the site (not blog post)
Include three links to internal pages or blogs
Include three links to external sites (not competitors. .org, .gov., and .edu are good places to start)

Posting

Bold first use of SKP in body copy
Use SKP in meta title and meta description
Use SKP in alt text of featured image
Use at least two inline images, in addition to the featured image
Use SKP in alt text of blog images when possible
Use a spacer block of 30 pixels at the end of each section, and a spacer block of 20 pixels under each heading, as well as above and below photos. If a photo is directly under a heading, just use 20 pixels.
Choose either Mike Bollinger, Natalie J., or Jessie as author.
Backdate the post if necessary

Full Posting Walkthrough

In the menu on the left side, click “Posts,” then click “Add New”

Copy title and blog copy from content Google Doc and paste into WordPress
Bold the first mention of the SKP in the blog.
Make sure to link to the Pillar Page that corresponds to the blog’s CKP in the first few paragraphs of the blog.

Format Table of Contents anchor links

Highlight the Table of Contents block and change the block type to Header, then change it to an H3.

Click on the first header in the blog’s body copy. On the right side menu, click “Block” at the top, then scroll down to the “Advanced” dropdown menu. Pick one or two key words from the header and put them into the “HTML Anchor” field.
- E.g., for a section called “Managing Finances with HOA Software,” you might use “managing-finances” as the HTML anchor.
Highlight the corresponding header in the Table of Contents and click the hyperlink button. In the link field, put a # sign, then the HTML anchor text.
- E.g., “#managing-finances”

Then click Enter. If you don’t click Enter, it will erase your link when you exit the window.

Do the same for each header.

Set featured image

Download the graphics from the Monday board for this blog post.
On the right side menu, click “Post” at the top. Scroll down and click on the box that says “Set Featured Image.”
This will open the site’s Media Library. Upload the image with the PayHOA logo in the corner.
Add Alt Text, title, and caption each containing the SKP for the blog.
Click “Set featured image” in the bottom right hand corner, and exit the Media Library.
Center the photo.
Italicize the caption. If the caption doesn’t appear, go back to the image in the Media Library and copy the caption. Close the media library and paste the caption below the graphic.

Place inline images

Place the other graphics wherever is most appropriate within the blog.
Add alt text, title, and caption to every image, each containing the SKP for the blog.
Center each photo
Italicize the caption for each photo.

Add spacer blocks

To create a spacer block, just add a new text block and type “/spacer” and hit enter. In the right side menu, in the “Block” tab, you can change the pixel height.
Add spacer blocks:
- Under “Table of Contents,” 20 pixels
Before and after each image, 20 pixels
Before each header, 30 pixels
After each header, 20 pixels
- If you place a photo directly below a header, no need for each to have a spacer blog. One spacer of 20 pixels is fine.
These aren’t firm rules, they’re just what I’ve found looks ok. If you think something needs more or less space, then go with your own judgement.

Meta Description

If possible, pick a sentence from the beginning of the blog that kind of summarizes the blog. Copy it.
Scroll down to the Yoast SEO section below the blog copy. Paste the summary sentence in the Meta Description field, and trim it down until the bar below the window turns green.
Make sure the SKP for the blog appears early in the meta description.

Finishing Up

On the right side menu, in the “Post” tab.
If the blog is late, back date it: Where it says “Publish,” click “Immediately,” and change the date to the date listed in Monday for the Publish task.
In the Author area, select either Mike Bollinger, Jesse Hitt, or Natalie J.
In the Categories area, select the category that corresponds to the blog’s CKP.
Unselect the “Uncategorized” box.
In the Tags area, enter the tag that corresponds to the blog’s CKP.

Design Resources

Please note, PayHOA does NOT have a Resource guide.

PayHOA GDrive for meeting notes, ideation, persona info, message map, and more.

Please make all header images 707 x 476 pixels.

Hootsuite Login:

TBD