Blog Content Writing Hopefuls Look for an Edge


The Indianapolis Star headline read: “GOP hopefuls look for edge in crowded 5th”, alluding to the long slate of candidates in Indiana’s 5th congressional district. As a corporate blog writing coach, I couldn’t help seeing a parallel.  As blog marketers, we’re seeking that “edge” in the competitive world of online marketing.  I paid close attention to the list of informational items listed under “Candidate Information”, and those included:
  • Age
  • Education
  • Occupation
  • Previous work experience
  • Residence
  • Family
  • Website
“No matter what kind of a business you have, or how small or large your business might be, a blog will draw your prospects closer because they can learn about your business and what you sell.”  Quicksprout.com explains.

In terms of family information, “having a business blog doesn’t mean you need to be stiff,” the Quicksprout authors continue. “It’s okay to connect with potential customers on a personal level.  Just be sensible about sharing, maintain a good balance of business information and personality.”

So, which categories of information about the 5th District political candidates should find their way into online marketing pieces?

Age and previous work experience: How long you’ve been in business – or in practice- is definitely something prospects want to know. If the number is a small one, it helps to explain what motivated you to start the business or practice, and how your prior business or professional experience led you to start this enterprise.

The importance of “residence”, meaning the location of the business or practice cannot be overstated, writes Jason Luthor of azcentral. “A business’s location also helps it create a brand and image,” Luthor adds. Even for online businesses, Kirby Pricket points out in prospress.com,
Factors such as where we live, our friends, the local weather, and local brands still influence what we prefer and buy.

In the same way as Indianapolis Star readers may wish to learn more about particular Congressional candidates by visiting their websites, blogs (themselves a type of website with frequently updated content) can – and should –  lead readers to visit particular landing pages on the bigger website.
Like political candidates, business owners and professional practitioners are seeking an ‘edge” over their competitors. Blogging is one of the very best ways to establish that edge, Quicksprout asserts, since 70% of consumers learn about a company through its blog versus its ads.

 

 

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