Unpackaging Information in Business Blogs

I’m sure the last thing on the WIBC newscaster Mike Corbin’s mind was business blog content writing – he wasn’t even aware I was listening to him on my drive home! Still, Corbin managed to give me the kind of gift I treasure – a word tidbit.

The topic of the moment was Republican House Majority Leader Cantor’s loss in the recent primary election. To introduce the discussion, Corbin used three words: “Let’s unpackage this”, he said.

“Unpackaging” – I’d never used the word to apply to our work as content writers, but, yes. That’s actually a perfect description of the way bloggers can help online readers connect with information presented in a blog post. Facts and statistics need to be “unpackaged” or put into perspective, so that readers realize there’s something important here for them.

It’s fascinating, what a big difference skillful use of language can make in every aspect of life and particularly in business. As business owners and professional practitioners, we can get so tied up in manufacturing a good, marketable product and in serving our customers’ needs, we forget how much help the right words can be.

Of course, for content writers, it’s all about words, so that the right word tidbit can be a true gift. When it comes to “unpackaging” information for our readers, we business bloggers are nothing if not interpreters. Effective blog posts, I teach, must go from information-dispensing to offering the business owner’s (or the professional’s, or the organizational executive’s) unique perspective on issues related to the search topic.

One form of un-packaging consists of putting your own “spin” on any messages the public might be receiving about your industry – or about you – from competitors or critics. Sometimes negative perceptions arise from inaccurate press statements, but often, accurate information, incompletely explained, causes negative perceptions.  Blogs are a way for business owners to exercise a degree of control over myths and misunderstandings.

Unpackaging, though, doesn’t need to be reactive.  In blogging for business, it’s important to proactively interpret information in ways that are not only understandable, but usable by readers, “unwrapping”and drilling down to the core of the message.

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