write an article about Kimbro Air-7 Mistakes People Make When Using Their Heat PumpArticle Orderhttps://kimbroair.com/Format: Do NOT include DIY/how-to content

Company Overview
The client is an advertising and marketing company that is focusing on marketing for home services companies (HVAC, roofing, plumbing, electrical, pest control, etc.). 

Purpose
Write informative, SEO-infused blogs that will help drive traffic to the company’s website.
 
Target Audience
Homeowners in the 27 to 64 age range, skewing slightly toward women aged 32 to 50.
Immediate or potential customers interested in purchases such as energy audits, maintenance contracts, new system upgrades/replacement installations, indoor air quality testing, home automation/smart devices, etc.
Review these Marketing Personas to get a feel for the types of customers to target.
 
Tone / Style
Informative and knowledgeable
Professional yet conversational and welcoming
Avoid salesy language 
It’s acceptable to use contractions ("did not" should be "didn't")
Use AP Style.
Do NOT use the serial comma unless it’s absolutely required for clarity. 
Use active voice. Avoid passive phrasing as much as possible. To check for passive voice, use the Hemingway app.  

Voice
2nd person (you, your) when addressing the reader.
Use 1st plural (we, our, us) when referencing the company. 
Example: “At Houston Air, we provide post-storm HVAC maintenance service…”

Client Style Guide
Required: Review this HVAC Knowledge Base and Style Guide prior to writing an order.
This document includes a breakdown of a number of HVAC concepts.
Note the difference between air handlers vs. condensers. The indoor component of a conventional air conditioner is called the “air handler.” The outdoor component is called the “condenser” -- the condenser is the large metal box that sits on a slab outside the consumer’s home.
This is just one example. The HVAC document includes updates such as:
System vs. Unit
Zoning
Humidity Control vs. Plumbing
Rebates
Duct Cleaning vs. Seasonal Maintenance
Duct Sealing vs. Seasonal Maintenance
Condensate Line Obstructions
HVAC FAQs
You MUST review the document to make sure you are including accurate information in your order. 
Accurate information follows the NORT model:
N - Not information from a competitor
O - Originally sourced material (not quotes of sources)
R - Recent information from the last 1-2 years
T - Trustworthy and comes from a reputable and know authoritative source in the industry
 

Format
Copy and paste the order title into the headline bar word-for-word.

Refer to the order briefing for all order-specific information, including: type of order (blog, article, premium article), topic, company website link, company geolocation, etc.

Title: Begin with the order title. No coding or label should be used. 
Use the client’s provided title but include the company’s geolocation. Remove the company name, if provided. Use title case. 
Example: If the provided title is “# Tips to Boost the Efficiency of Your Air Conditioner|Executive Heating and Cooling,” remove the company name and then include the geolocation so that it reads “5 Tips to Boost the Efficiency of Your Air Conditioner in Richmond Hill, GA.”
The title should contain the same geolocation used in the intro paragraph.
The title should be no more than 69 characters long. If the client’s title with the geolocation is over 69 characters, you should modify it as little as possible to keep it at 69 characters or fewer.

Paragraphs: Write short, easy-to-read paragraphs that are 2-3 sentences long. Use paragraph tags <p></p> to separate them.
Include brief introduction and conclusion paragraphs. These should just be ONE paragraph each of 2-3 sentences. 
The introduction paragraph should include the same geolocation used in the title.
Engage the reader in the first paragraph by using stats or interesting insights about the topic.
The last sentence of the introduction needs to summarize the order content, and it should be less than 160 characters, including spaces. 
Do NOT use the client’s name in the first paragraph.
The full and complete client name should be used in the conclusion paragraph. You can find the full business name in the footer of their website. 
Note: Aside from the intro paragraph, it’s okay to use the client name earlier in the content IF it’s emphasizing a service or value proposition.

All paragraphs (intro, body, conclusion) should be 2-3 sentences long.
Avoid writing vague, generic content. Each paragraph should be informative and provide value. 
Do NOT mention brands/services the client doesn’t offer. Visit their website to confirm.
Do NOT include how-to/DIY content that would instruct the reader on how to perform the services the company offers (this is inadvisable and dangerous). 
Simple maintenance how-to’s are okay, like changing air filters, using bleach to clean the condensate pipe, using a shop vac to clear condensate pipes, etc.
Similarly, educational content that explains how certain components work is okay.

Bullet lists:
Bullet lists, if used, should be 3-6 bullets in length. 
Use the following HTML coding for any bullet lists:

<ul>
<li>List item</li>
<li>List item</li>
<li>List item</li>
</ul>

<h2> subheadings: Break up the order with relevant <h2> subheadings. 
Blog orders should have 3-5 <h2> subheadings.
Article and premium article orders should have 3-7 <h2> subheadings.
NOTE: Do not add line breaks or extra line spaces between <h2> subheadings and the paragraphs that follow them.

Geolocation: The company’s geolocation will be listed in the order briefing. 
The same geolocation should be mentioned in the title, intro paragraph, and throughout the body of the text where appropriate.
The geolocation should be in a city, state, format using the postal code like so: “Las Vegas, NV.” 
If a blog has more than one city listed, please just pick one. Do NOT refer to multiple cities in the content.
Do not refer to regions in the intro instead of cities (i.e. “southern Texas”). It’s okay to generally refer to regions elsewhere in the content, but we need the city, state, format in the intro. 
Seasonality: Since these orders won’t be live for about 6 weeks, you should keep seasonality in mind for the client’s geolocation. For example, “September” orders are going to actually be live on the clients’ sites in October, so they should focus on information the homeowner would use during that season. Even in Southern states, most AC systems aren’t going to be running in October. In places like Florida or South Texas, you should be able to publish cooling blogs until November. If you’re ever in doubt regarding any given geo, though, run a quick Google search for “average temperatures in (city).”
More examples: During the spring/summer, do not mention heaters if the client is in somewhere like Las Vegas. Do not mention humidifiers to people in places like Georgia. When the seasons are changing, like November in Florida or October in Georgia, etc. it’s strongly recommended to go with forward-thinking topics like “get ready for Heating season with a furnace tuneup,” or “get ready for the summer with an AC system assessment” etc. 

Call to action: The final paragraph must include a call to action that includes a link to the company’s service page.
The Call to Action in the conclusion paragraph should mention a relevant client service, and that phrase should be the anchor text for the link to the corresponding service page. Do NOT use the business name as the anchor text.
The Call to Action should use the complete company name. Reference the company website to be sure it is complete and correct.

Bottom of order: At the very bottom of the order, please copy and paste this exact HTML verbatim: 
<p><em>Image provided by <a href="https://www.istockphoto.com/" target="_blank" rel="nofollow">iStock</a></em></p>

Important Note on Articles:
Articles have a higher word count than the blog posts; therefore, articles should provide even more value to the user. Don’t just pad word counts.
Articles should be more substantive. Be sure that they’re as relevant as possible to specific client services, products and seasonality.
List-based articles (ex: # Benefits of Installing a New Air Conditioner) can contain more list items as defined in the writer’s guide. But those list items all need to add depth and value to the core topic. Do not use list subheads to pad for length.

Links
Include 2-3 different links to the company’s webpages.
At least 1-2 of these should link to the company’s service pages. One of these service page links must be in the call to action in the conclusion paragraph of the order.
Do NOT put a link in the intro paragraph. 
Do NOT link to the client’s homepage at all in the content. Link to other webpages on their site instead.
Internal link coding: <a href="insert link here">Anchor Text</a>
When citing an industry fact or statistic, please mention the source and link to it in the text.  
Example: “According to [external website], …”
IMPORTANT: Only reference outside websites if they are authoritative and absolutely necessary to the order you are writing. 
See the Authoritative HVAC sources section of this document. 
Examples of authoritative sources include, but are not limited to:
Houzz
Green Energy Authority
Home Advisor
This Old House
Curbed
Porch.com
The Spruce
Mainstream national/local news outlets
Government Agencies (EPA, Dept of Energy, etc.)
Academic sources
Authoritative industry sites
AVOID sites that have unattributed information or do not appear to be HVAC authorities, such as:
Inspecting Chicago
Seattle's Espresso Guide
Etc.
Do NOT cite competitor or generic sources, such as saying, "per authorities on energy codes."

Keywords
Keywords will no longer be provided in the order, but feel free to use this preferred keyword list to fit in one or more where they might fit naturally in the content. 
 
Samples
Examples of published blogs.
https://www.griffithenergyservices.com/blog
www.aquaplumbingsarasota.com/blog 

Not Permitted
IMPORTANT: Do NOT mention anything related to air filters/purifiers combating COVID-19.
Do NOT include any HTML coding aside from headers, paragraph tags, bullet lists, and links.
Do  NOT talk about services or products the client doesn't offer or brands that they don't carry.
Do NOT combine services the client offers, such as incorrectly saying a seasonal maintenance includes duct cleaning, for example.
Do NOT use the words "mold" or "mold remediation". 
Mold remediation is highly regulated. We don't want to state or imply that the client will do any sort of remediation.
Use terms like "biological contaminants", "biological growth", "spores", "pathogens", "air particulates", "sick building syndrome", "dirty sock syndrome" or "volatile organic compounds" etc. instead. But even then do NOT state or imply remediation.
Addressing humidity, however, is ok.
Do NOT use the word "financing". 
Due to financial compliance laws, even if the company offers financing of some sort, do NOT mention it in the order.
Avoid sensationality or politically loaded trigger topics, especially climate change and global warming.
Avoid "saving the planet" language. Opt for more neutral phrases like "lowering your carbon footprint" or "lessening environmental impact" instead. 
Avoid overpromising. Do NOT use phrasing like, "pays for itself in just a few years". Focus instead on things like improving comfort, improving humidity control, etc.  
Do NOT mention or link to any company that could be considered a competitor of the client or company focused on in the order.
Do NOT include how-to content that would instruct the reader on how to perform the services the company offers (this is inadvisable and dangerous). 
Simple maintenance how-to’s are okay, like changing air filters, using bleach to clean the condensate pipe, using a shop vac to clear condensate pipes, etc.
Similarly, educational content that explains how certain components work is okay.
Avoid mentioning manufacturer brands unless the topic specifically calls for it.
Avoid including very obvious or common sense information.
Do not include filler in these orders; each sentence must add value to the order.
Do not keyword stuff. Avoid squeezing multiple keywords into a single sentence.
Avoid making the statement that a new AC unit will pay for itself in a few years. Even with reduced utility costs, it takes a long time to pay for it. 
Do NOT mention having the homeowner do their own duct cleaning--other than the air vents. 
Do NOT discuss switching from ducted to ductless system.  This would be extremely rare. 
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