The larger a pepper, the less “hot”, is just one of the interesting tidbits I learned from a Whole Foods representative at the Indiana Health Expo the other day. Peppers, in fact, could serve as a metaphor for blogs and websites, with shorter, “spicier” blog posts packing more immediacy than their longer, more formal website cousins. The typical website offers more detail and a broader spectrum of information on a company’s products and services, while blog posts focus on one idea with more intensity.
The first three ingredients listed on a food container, I learned at the Health Expo, are the most important, because ingredients are listed in descending order of how much of each is in the product. When it comes to business blogs, it’s important to use key words and phrases in the title and early in the text of each blog post. Those key words indicate to the search engines what the main idea of the post is going to be.
I found the Whole Foods presentation particularly engaging because it offered information I’d never heard before. Offering information that is new to the typical online reader is a key principle of business blogging. The Health Expo speaker captured my attention with information new to me. I learned about a food called Quinoa (pronounced “keen wa”), which is a rice substitute high in dietary fiber, and about Greek Yogurt. New information is a winner for business blogging. If you can’t offer brand-new information, your unique approach or “slant” shows searchers you’re far from run-of-the mill.
One of Suzanne Gunelius’ six tips on turning a business blog into a sales tool is “Provide Exclusive Information and Tips.” A great example of that is a blog I read called Breathe Easy, which talks about about dog food. The blogger warns that comparing ingredients can be tricky, because, although two labels may have the same ingredient name, there can be a world of difference between two brands.” The recommendation is for buyers to look for the words “human grade” on the dog food label. That’s the kind of valuable and detailed advice that distinguishes “human grade” blogs from the pack!