These days, when company owners express doubt about their ability to keep generating new content for their corporate blog posts, I talk to them about leitmotifs and about Steve Jobs.
According to Walter Isaacson’s biography of the late CEO of Apple Computer, Jobs owned some one hundred Issey Miyaki black turtlenecks. Jobs, by all accounts, liked the idea of having a “uniform”, not only for convenience’s sake, but because of its ability to convey a signature style.
In corporate blogging training sessions, I teach that effective blog posts are centered around key themes, just like the recurring musical phrases that connect the different movements of a symphony. As you continue to write about your industry, your products, and your services, you’ll naturally find yourself repeating some key ideas – in fact, that’s exactly what professionals offering business blogging assistance will say you should be doing to keep your blogs focused and targeted.
In writing for business, as blog content writers soon learn, the variety comes from the e.g.’s and the i.e’s, meaning all the details you fill in around these central leitmotifs.
Indianapolis blog writers might use different examples of ways the company’s products can be helpful, or examples of how the company helped solved various problems. It’s these stories and examples that lend variety to the blog, even though all the anecdotes reinforce the same few core ideas.
Like the Jobs turtlenecks, freelance blog writers will find, leitmotifs in blogs help develop a company’s signature style, which is part of any company’s branding. Focus (just as in building an entire wardrobe around one type of garment) helps corporate blog posts stay smaller, lighter in scale, and more flexible than the more permanent content on the typical corporate website.
You might say leitmotifs are the turtlenecks of corporate blog writing!