Suppose you’re a freelance blog content writer in Indianapolis and your client is Labor Day. Your task, through your SEO marketing blog writing, is to attract online readers looking for information about Labor Day, engaging their interest to the point that at least some of them “convert”, becoming Labor Day clients or customers. (LaborDay.com might be offering history courses, an e-book, picnic supplies, holiday decorations, food, parade float construction, or membership in a new society for Labor Day buffs.)
Here are some things you might do:
Establish common ground.
Since today’s the first Monday in September, we’re “celebrating the economic and social contributions of workers,” as Wikipedia reminds us. (Of course, your readers all know this, but confirming they’ve come to the right place is always a good idea in blogging for business.)
Offer some lesser-known information.
“In 1887, Oregon became the first state to make Labor Day a holiday. By the time it became a federal holiday in 1894, thirty states officially celebrated Labor Day.”
In corporate blogging training sessions, I often explain that it’s perfectly OK to repeat a theme you’ve already covered in former posts, adding a layer of new information or a new insight.
Play off current news.
Watch for topics currently trending in the news, especially items that relate to your profession or industry. In fact, professional ghost bloggers like me are always on the alert for news items in each of our clients’ fields).
“Job Market Continues to Improve in Bartholomew Country” is an upbeat, Labor Day-appropriate example. Once having introduced that tie-in to the news, thought, the blog writer’s next step must be to offer “ client Labor Day”’s own slant on the information, answering the “So what?” “ and “Now what?” questions in readers’ minds. “What can YOU do to take advantage of the slowly-improving job market and land the right position after such a long dry spell?” is one direction the writer might take.
“You must make the audience sense that you’re comfortable with your information…and yourself,” advises friend and professional speech coach Jean Palmer Heck.
Merely gathering information on their topic and presenting it as part of their blog, online content writers are providing a valuable service, but to go the next step, we must ensure that each blog post offers a perspective. WHY is this information important to the reader? What can that reader “do about it”? How can you help?
“The holiday is often regarded as a day of rest and parties,” Wikipedia concludes, adding that in U.S. sports, Labor Day marks the beginning of the NFL and college football seasons.”
Rest, partying, and footfall, are all well and good, but can you see what, at Say It For You, we see all kinds of blogging “labor” possibilities connected to Labor Day?