While strange-and-unusual lists help spark readers’ curiosity and keep them moving through our blog pages, as blog content writers we can’t stop there. We need to take readers to the next step, which is telling them about surprising things they can do and accomplish (with our professional help, of course!).
For example, it’s all well and good for David Moye to write in the Huffington Post about Strange Things That Get Sent in the Mail. Strange and unusual tidbits most readers wouldn’t be likely to know can make for engaging blog content.
It’s just that strange and unusual simply isn’t enough. Unless the information is somehow tied to the reader’s problem or need, unless the blog content explains why the writer cares about that information or why that information could make a difference to the reader, there can be no Call to Action. You’d be surprised how many businesses and practices create valuable content for their blog without going that extra step!
Online searchers must be assured they’ve come to the right place to find the information, products, and services they need. Without guidance, those searchers are unlikely to make the connection between the startling statistic, the strange-and-unusual tidbit, or the new information – and the actions they ought to consider taking!
Let’s compare that Moye article about strange things that get sent in the mail to one offered by Michele Porucznik on BuzzFeed.com called “21 Things You’d Be Surprised You Can Actually Mail”. (First off, the personal pronoun “you” takes the topic from theoretical curiousness to stuff the reader can USE! While the average reader might never be inclined to put stamps on a coconut, a potato, a flip-flop, or a sombrero, it nevertheless offers ideas readers might use for a birthday gift or a business promotion.
You’d-be-surprised blogging for business focuses less on the surprise and more on the YOU!