How’s That Business Blog Writing Working For You?

Reading a lot is a necessary agenda item for anyone providing business blogging assistance, I learned years ago.  Not surprisingly, as I often share with other freelance blog content writers in Indianapolis, some of my best insights come from ads.  Like ads, after all, SEO marketing blog posts are

a) targeted towards particular audiences and

b )invite readers or viewers to take action.

One of the great benefits I derive from my membership in the American marketing Association is receiving Marketing News magazine. In the June 30th issue, I found several valuable articles, but, as a corporate blogging trainer, I found my attention drawn to one of the publication’s full page ads.

“So how’s that working for you?” is the caption under a picture of a man in full business attire with the spray from a garden hose hitting him in the face. “Consider Capella. It’s the only system that uncovers the nastiest customer issues, and then guides you step by step through the process of fixing them,” the text continued.  “Learn how at maritzresearch.com/capella” is the closing Call to Action.

As a professional ghost blogger, I couldn’t help but admire the efficiency of this particular ad, thinking of several aspects we business blog content writers might emulate:

A captivating visual
Whether corporate blog writers make use of stock art, videos, or original photos, in blogging for business, as in that Capella ad, a spoonful of visuals makes it much easier for the words to go down.

An engaging headline
Optimizing through key words begins with the title, and so does the process of engaging readers’ interest.

Identifying target readers’ issues
The Capella ad focused on a specific set of challenges business owners face – identifying and resolving customer issues.  Individual blog posts are ideal for focusing attention on one specific topic of concern to readers.

Demonstrating uniqueness
“We’re the only system…” explains Capella.  Blogging gives voice to a business owner’s or a professional practitioner’s unique approach, the perfect forum for expounding on just why you’re the only one in your field to do things in just the way you do.

 The question “So how’s that working for you?” has a rather “in-your-face” tone, I thought. However, the ad copy itself retreats from that brash beginning and demonstrates empathy with the customer: “You can now go beyond ‘what-if’s”, Capello assured customers, “and into true action planning.” Meanwhile, Capello reassures readers, they can rely on step-by-step guidance and advice.

For those of us offering blog content writing services, starting out with an “in-your-face” title, then (having succeeded in capturing customers’ attention), offering to lead them by hand through the process may just be a winning corporate blog combination!