“Highlighting your team is a great way to bring your readers behind the scenes and let them see the team camaraderie. This kind of transparency builds trust with your readers,” says Any Porterfield in socialmediaexaminer. “Your team can help you keep things informal, fun and relatable,” she adds.
Since I work as a professional ghost blogger, I’ve obviously needed to abandon most of my generational bias towards long, individually composed business letters and long phone conversations and come into the world of electronic marketing tools. But there’s a reason I gravitated towards composing blogs rather than website copy. In a way, blogs are the humanizing factor in the online communications family. The blogs are where you meet the people running the business or professional practice.
One interesting perspective on the work we do as professional bloggers is that we are interpreters, translating clients’ corporate message into human, people-to-people terms. In fact, one reason I prefer first and second person writing in business blog posts over third person “reporting” is that I believe people tend to buy when they see themselves in the picture and when can they relate emotionally to the person bringing them the message.
“Getting down and human” in business blogs is so important that it becomes a good idea for a business owner and professional to actually write about past mistakes and struggles. After all, it’s much easier to connect to someone who has been where you are.
It’s interesting – blogging is an essential customer acquisition tool in our increasingly web-based world, but very few business owners can spare the time to post relevant, new material with enough consistency and frequency to have much of an effect. As blog content writers, our Say It for You team is providing that service, which seems like a contradiction to the idea of the readers meeting the actual team of employees who are providing the product or service..
Not really. Even if your hired gun “ghost blogger” is doing the writing, employees themselves can provide anecdotes and information, and different blog posts can feature different employees and owners.
Humanizing the blog by bringing readers behind the scenes helps keep your company or professional practice relatable. The old saw still applies: People want to do business with people!