“When journalists write pieces, they write so a person can look at the headline and say ‘Wow, that looks interesting.’ When somebody reads a retirement document, you want them to say, ‘Wow, I learned something today.’”
Employee benefit advisers say their biggest challenge is overcoming the apathy that many employees have toward saving for their retirement, and that the secret is in the way the message gets presented.
In “Using Blogs to Educate your Stakeholders,” Kat Liendgens says that same thing applies to corporate blogging for business. When you make sure, in your business blog, to educate your users not only about new features and products, but about the benefits of those products and features, she explains, you’re ensuring continued buy-in.
“Wow-that-looks-interesting” headlines that stoke curiosity constitute tactic #1 in freelance blog writers’ anti-apathy strategy. “Gappers”, according to advertising maven Michel Fortin, are headlines that make readers want to close the gap between the problem named in the headline and the solution. (I’ve used a variety of that tactic in this Say It For You post by posing a question.)
When it comes to creating “wow-I-learned-something-today” content, as a corporate blogging trainer, my mantra is a simple one:
“The more you know about, the more you can blog about.”
In other words, in order for us freelance blog content writers in Indianapolis to deliver high-quality website materials, articles, and corporate blogs, we simply must keep educating ourselves, reading everything from newspapers and magazines to billboards and advertisements, and listening to everything from TV and radio shows to casual conversations.
Blogging for business, I repeat, is a matter of enriching ourselves so that our content can be richer. Anyone providing business blogging services should be able to state “Wow! I learned something today!” – every day!