Stopped at a light on my way to provide business blogging help to a Say It For You client, I had just enough time to read some rather arresting billboard content. This health service provider’s “ad” was really a mission statement. IU Health pledged:
To be driven by excellence
To handle any challenge
To never slow down
- To always stay in front
That billboard, I realized, illustrates a truth that everyone doing business blog writing – and everyone providing business blogging assistance, needs to keep in mind: The way I state that truth is “Your brand ‘r you in your blog”.
What I mean is that blog content writing is about a whole lot more than what you do, what you know, and the stuff or services you sell. It’s really about who you are, and about what you pledge – to yourself, and to the clients and customers you serve.
In fact, as an important part of my process in clarifying the message that a business owner or professional practitioners wants to convey through blog content writing, I challenge each of them to answer the following question:
If you had only eight to ten words to describe why you’re passionate
about what you do, what would those words be?
Having seen that IU Health billboard, I realize there’s another way to provoke the sort of introspection that gives rise to compelling, highly personal blog content writing – a sort of fill-in-the-pledge exercise:
By what are you driven?
Why must you never slow down in your quest for excellence in what you do?
- Why, in your field, is it important to “stay in front”?
And, whether a business owner or practitioner is doing the blog writing or collaborating with a professional ghost blogger partner such as Say It For You, the blog is an embodiment of a brand – and of a mission!