Business Blog Writing – We Make the Power That Makes the Beer

Super Bowl Ad Tracker calls it “an ode to the significance of manufacturing”, referring to GE’s commercial, set in a New York pub, in which a worker proudly exclaims, “We make the power that makes the beer.”

I liked the piece, too, and for some of the same reasons Ad Tracker mentions. For one thing, as a professional ghost blogger, I can see a number of parallels between creating that kind of engaging TV spot and corporate blog writing.

“The nod”:
Included in the GE “ode”, there’s a “nod”, notes Dale Buss of Ad Tracker, meaning a nod to Bud Light, official beer of the NFL. In similar vein, blog content writing verbalizes the positive aspects of a business.  Unlike traditional advertising copy, though, blogs take a softer, more “advertorial” approach, with just a “nod” towards the business’ recent accomplishment and its products and services.

Heartstring pulling:
Unlike just about every other major Super Bowl advertiser Buss explains, GE didn’t plan to use humor, but “to pull at our heartstrings instead”. That same idea is expressed by mRelevance, who see blog content writing as a chance for business owners to be real humans, not hiding “behind a slick corporate website”.

In fact, before providing business blogging assistance to any new Say It For You client, I always perform a “reality check” in the form of the following question: “If you had only 8-10 words to describe why you’re passionate about what you do, what you know, and what you sell – what would those words be?”

“Our goal with the ads was to show the pride and passion GE employees have for the products they make,” GE’s spokesperson shared with brandchannel. As blog content writers soon learn, one very important reason behind writing for business is to express that pride and passion is real time.

What about SEO marketing through blogs? Unlike giant GE, who could count of millions of Super Bowl viewers being there to discover their message, local business owners depend on blog content writers in Indianapolis to help them win search.

In the TopRank online marketing blog, Lee Olden summarizes the results of a recent survey of business owners for whom blogs are part of their search engine optimization efforts.

  • 87% successfully increased SEO as a direct result of blogging.
  • 54% began to see SEO benefits from blogging earlier than expected (0-3 months).

Still, as I caution in corporate blogging training sessions, blogs are not magical, guaranteed search engine ranking magnets. In fact, blog content writing should be considered just one element in an overall traditional/online marketing strategy.  In an Indianapolis pub or networking meeting, we corporate blog writers might borrow a boast from that GE worker: 

We make the power that makes the online marketing strategy!


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