“Clients, please take note: Getting it right the first time is critical,” Ken Honeywell of welldonemarketing remarks, referring to shooting TV spots. “And please take this to heart,” Honeywell adds: “Finetuning the creative work almost never results in a better spot.”
But, come all ye blog content writers, and hear Honeywell’s conclusion: “For the cost of producing one TV spot, you can produce a year’s worth of web content.”
Not only is that startling price difference an advantage of blog marketing, with blogging there’s the frequency element. In other words, when it comes to blogging for business, there’s an essentially unlimited opportunity to do what a second Well Done Marketing exec, Scott Woolgar, calls “Try, test, and change”.
Don’t over-test, though, is Well Done’s advice. “Identify the top key performance indicators and analyze those. What kind of visitors do you want, and how do you most want them to engage with you?"
As a corporate blogging trainer, I liked what fellow blogger Mark McDonald had to say, as well: “If you offer similar choices, people will not choose,” he observes. “Stop marketing the similarities. Market the differences. You’ll find that people will be willing to sample you.”
Marketing differences can mean demonstrating ways to use your products and services in unusual ways or under unexpected conditions. We blog content writers can use “even if” myth-busting to make readers comfortable with trying out our stuff. For example:
- Lasik eye surgery: Yes, even if you have astigmatism
- Bankruptcy: Yes, even if you owe back taxes
- White clothing: Yes, even after Labor Day
- New cars: Yes, even with less-than-perfect credit
- College degree: Yes, even at your age
Trying, testing, and changing make for a three-part success formula in blogging for business!