Like newspapers, business blog content writing can balance feature stories with news. News stories cover breaking, time-sensitive stuff; feature articles might have the same impact whether you read them today or two months from now.
The word “news” when it comes to blog marketing, can mean two entirely different things. The first type centers around you and your company or practice. Readers need to know about new products and services they can now obtain through you, any new partners or employees you want to introduce, and your recent or upcoming activities in the community; your blog is the perfect way to keep your audience informed as these things are happening. It’s very important, I explain to newbie content writers, to present this “you news” in a way that appears to be “all about them”. For every piece of news about your company, you need to address the unspoken questions such as “So, is that different?”, “So, is that good for me?”
The second type of news relates to your community, your city, your country, even worldwide events, “what’s-going-on-and-how-do-we-fit-in news. In fact, reading daily newspapers is just one of many strategies for blog content development. In a blog post, you might cite material from the news story, relating it to new developments in your own industry or field. The idea is not to regurgitate what’s already been said, as waxmarketing.com points out, but to showcase your own expertise and experience, offering a new perspective on that very news item.
The second type (most blog posts would likely fall into this category) is the feature story. These offer helpful “how-tos”, questions consumers ought to be asking, and stories about how you solved clients’ or patients’ problems. Feature posts are non time-sensitive, and in fact, the goal is to have the material be “evergreen”. (When someone searches for information on a topic, it’s quite possible for them to “matched up” with content written a long time ago.) Good informational content, after all, can have relevance even months and years later after it was first published!
A nutritious business blog diet balances features and news!