Verbification, as I explained just a couple of weeks ago in one of these Say It For You blog posts, can be a good tool for small businessowners using corporate blog writing as part of their marketing strategy and tactics development.
For one thing, verbs connote activity and excitement, as Bits.blogs.nytimes points out, making business blog writing more dynamic. And, if a “verbified” noun catches on, readers will repeat it to others, bringing that company’s brand to mind.
When I do corporate blogging training, one of the points I try to drive home is that corporate blogging for business works best when it’s conversational in tone. I remind blog content writers to avoid hard-sell advertising, although a certain amount of skillful “bloggerising” (notice the verbification combo) is more than acceptable.
A lot has been written about using business blog writing to create conversation. While reader comments may not be what makes the corporate cash register ring (Doug Karr and Chantelle Flannery say as much in Corporate Blogging For Dummies, pointing out that the 1 in 100 visitors who comment are not the ones who typically convert into customers), I do believe that writing for business should be expected to generate a back-and-forth process:
- The conversation begins when searchers find your site because the inquiry they entered into the search engine matched your products and services.
- You then offer information and various Calls to Action.
- Customers respond by providing personal information, submitting questions, or ordering product, and …
- You come back with the appropriate response.
As a freelance SEO copywriter and corporate blogging trainer (and in the spirit of verbification), I’ll call that back-and-forth process “Bloggersation”!