“Don’t look for a plot here. This is a polemic,” are the words a reviewer in the Mensa Bulletin uses to describe J.K Hillstrom’s book, A Humanitarian’s Fantasy. The book is a more like a series of lectures, the reviewer complains, rather than a coherent, sequential piece of prose.
Individual business blog posts may appear to be non-sequential, separate pieces of writing rather than parts of a coherent whole. Yet a small business owner’s or professional practitioner’s blogging efforts can have an effect on marketing results that is disproportionately larger than might seem possible from mere short, informal selections. The power comes from the “plot”.
Whenever I’m sitting down with new Say It For You business owner clients as they’re preparing to launch a blog for their company or practice, I find that one important step is to select one to five recurring – and related – themes that will appear and reappear over time in their blog posts. The themes may be reflected in the keyword phrases they are going to use to help drive search, but themes are broader in scope than just key words.
The variety in their blog is going to come from the details we will be filling in around those central themes, different ways the company’s products can be helpful, different valuable tidbits of information or how-to tips, plus specific examples of how the company helped solve various problems.
The unifying themes in a business blog are the beliefs of, and the unique “slant” of, the business owner or professional practitioner. Those “leitmotifs” help the separate blog posts fit together into an ongoing business blog marketing strategy.
In blog marketing, look for the plot!