Content Marketing Blog Posts are Thaumatropes

From friends Julie and Kim, owners of Outside the Box Papers, I learned an interesting tidbit about a Victorian paper toy. The description of the thaumatrope reminded me of the way individual blog posts work together, over time, to convey content marketing “leitmotifs”, or themes, to online readers.

A thaumatrope consisted of a card with a picture on each side. The card was attached to two pieces of string.  Twirling the string made the two pictures appear to combine into a single image.

One concept I emphasize in corporate blogging training sessions is that focus is what helps blog posts stay smaller and lighter in scale than the more permanent content on the typical corporate website. What helps the separate posts fit together into an ongoing business blog marketing strategy are the blog "leitmotifs". 

In German, the word leitmotif means "leading theme".  In music, the leitmotif is used when the composer wants listenes to recall a certain character, place, or concept, Chloe Rhodes explains in the book A Certain "Je Ne Sais Quoi.

At Say It for You, when our Indiana freelance blog content writers are sitting down with business owners or professional practitioners who are preparing to launch a blog, one important step in that launch is to select 1-5 recurring themes that will appear and reappear over time in their blog posts. The themes may be reflected in the keyword phrases they use to help with search engine optimization.  But, more than that, themes are broader in scope than just key words.

  • Letimotifs reflect the core beliefs of the owners, the reason they got into their fields in the first place.
  • Leitmotifs reflect owners’ unique slant within their industry or profession.
  • Leitmotifs are “dominant colors” that tie together different product descriptions, different sets of statistics, and different processes used to deliver a service to clients.
  • Leitmotifs unite different testimonials from customers and clients.

In content marketing, each blog post is like one side of a thaumatrope.  Looked at in isolation, each side of the card presents one picture.  As blog content writing continues over weeks, months, and years, there will be a cumulative effect. Those many separate blog posts, ”tied together” through letimotifs, will create a beautiful, “Who-We-Are” picture!


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