“To me, when people talk about the fact that employees are not engaged, that means they’re missing what’s in it for them,” Margarida Correia writes in Employee Benefit News. “Employers need to help their employees understand how their lives are better because they are employed at the company.”
“Employee engagement represents the levels of enthusiasm and connection employees have with their organization,” Alexis Croswell of Culture Amp adds. It’s a measure of:
- how motivated people are to put in extra effort.
- how committed they are to stay there.
Notice the order, if you please, in which I presented these comments from two benefits experts.
If employees don’t first understand how their own lives are better because they are working at the company and how their own interests are being served, they are unlikely to commit to stay with that company and to put in that extra measure of effort.
Exactly that same order of priority will be operative when it comes to readers engaging with the content in a company’s – or a professional practice’s blog.
Blog content marketing based solely on the features of products and services is simply not likely to work. Certainly, for blogs to be effective, they must serve as positioning statements and describe a value proposition. But blogs must do more, far more. Just why, exactly, should all those features and benefits you’ve spent paragraphs describing make any real difference to them?
At Say It For You, I’m fond of saying that in writing content for business blogs, the “what” needs to come before the “who”. The opening sentences of each post must make a clear connection between “what” the searcher needs and the “what” your business or practice can offer to fulfill that need. The first order of business is writing about them and their needs. Only after that’s accomplished should you be writing about what you do, what you know, and about what you know how to do.
Just as those employee benefits experts talked about getting employees to commit to staying at the company, a blog has a “retention” function as well. Engaged readers might decide at any point that they:
- are ready to learn more
- have a question to ask
- are ready to sign up
- are ready to buy
That would be a wonderful result, of course, so long as the navigation path on your website isn’t a nuisance. Like unmotivated employees, unmotivated readers will not be willing to put in extra effort to satisfy their needs. Both the content itself and the navigation path on the website had better be easy to digest.
Don’t let your readers miss “ the What’s-in-it-for-them” in your business blog!