Inviting Blog Readers to Learn What You Live By

/0 Comments/in , /by

blogs reveal corporate culture

Of the 17 best examples of business blog design cited by Carolyn Edgecomb of impactbnd.com, the one I think best embodies a point I emphasize to blog content writers is the Zappos website. “If you thought their blog was only going to talk about shoes, you’re sorely mistaken,” Edgecomb points out, because Zappos transitioned their blog to an “outlet for inspiration and everyday life.”

What we live by
Readers are invited to discover the ten core values central to the way the company does business, including building open and honest relationships, doing more with less, and being passionate and determined, and pursuing growth and learning.

Tony Hsieh Unlaced
Readers are invited to “walk a mile in the CEO’s shoes, discovering downtown Vegas from his point of view.

The Zappos blog is really a wonderful example of the fact that, in business blog posts, as compared to brochures, ads, or even the website itself, it’s easier to communicate the unique personality and core beliefs of the business owners.  Over time, in fact, a business blog becomes the “voice” of the corporate culture, whether the “corporation” (or partnership or LLC) consists of one person or many. In fact, when I’m “meeting” a business through its blog, I like to get a sense that the owners are tuned in to the bigger picture of what’s going on in their industry and to what’s happening the everyday world around them. I want to know what they “make of it all” from their little corner.

True, every online content writer must focus on what’s relevant to the searcher’s query. Yet, the more revealing the blog is of the owner’s slant on what’s going on – and what should be going on and how – the more engaging and interesting I’m likely to find that business’ blog posts.

The lesson I “preach” at Say It For You is that the content has to show searchers they’ve come to the right place to get what they’re after, and also show those searchers that the information, services, and products you have to offer are a good fit. But, as the old sales mantra goes,– “They won’t care how much you know until they know how much you care!”

Invite blog readers to learn what you live by!

Facebooktwitterredditlinkedintumblrmail

There’s More Than One Way to “Skin” a Blog Post

/0 Comments/in , /by

skinning a blog post
The proverb “There’s more than one way to skin a cat” certainly applies to blog content marketing.

Darren Rouse of Problogger.com, for example, lists no fewer than twenty types of posts, including instructional and informational posts, reviews, interviews, and case studies. Interestingly, Rouse mentions collation posts; the term describes many entries in this Say It For You blog, in which I gather content creation advice from others, presenting that helpful information to my readers.

Maurice of Tasklabels.com offers a combination of review and collation posts, in “The Essential List of 8 Productivity Blogs with Different Approaches to Efficiency”, compiling a list of experts in the time management field, explaining each author’s approach, and commenting on who might find that author a good source of advice.

I found two types of posts included on the Problogger list especially interesting and worth a try:

Prediction posts
The blog writer looks ahead, predicting what new developments in their niche might occur over the next year.

Hypothetical posts
These are ‘what-ifs”, about something that might happen in your field and what the implications would be if it did.

Some eight years ago, I examined the blogs of five companies that had been recognized on Forrester’s Top 15 Corporate Blogs list, noting the reasons reviewers had liked the way these companies presented their information. Favorable comments included these:

  • “rarely blogs about their products, instead devoting their blog content writing t sharing advice about business….”
  • “…blogs with a personal touch….”
  • “…employees share insights on technology,, hiring, and consulting…”
  • “…writes fun posts…”
  • “…posts advice on understanding the market…”

Rex London singles out the Awkward Situations for Girls blog, calling it a “masterpiece” because the author “catalogues disasters, embarrassments, and truly awkward situations that she finds herself in on a fairly regular basis”. London’s choice brings out a point I believe every business owner and content writer ought to keep in mind: writing about past failures is important. True stories about mistakes and struggles are very humanizing, adding to the trust readers place in the people behind the business.

There’s certainly more than one way to “skin” a blog post!

Facebooktwitterredditlinkedintumblrmail

How Much Do Your Blog Readers Actually Know About Your Company?

/0 Comments/in /by

 

which of the two

 

Yet another great blog content idea sparked by the latest issue of Mental Floss magazine is a “Which of the Two….” quiz. Which product or brand has locations in more countries worldwide – a) McDonald’s or b) Burger King? Which is known for its brown delivery trucks and uniforms – FedEx or UPS? Which is licensed to the Hershey Company by Nestle – a) Kit Kat or b) Milky Way?

By adding interactive content to your blog, advises Kaleigh Moore of Snapapp.com, you stand to make more impact and help your blog content stand out from the noise. Josh Haynam of copyblogger.com goes a step further, telling marketers that the word “actually” is very compelling, posing a challenge from which readers won’t want to back down: How much do you actually know about….?” Interactive quizzes are huge lead magnets and have high conversion rates, Simply Amanda agrees.

At Say It For You, we look at trivia as components of a “toolbox” for blog content writers. Continually coming up with fresh content to inform, educate, and entertain readers is a pretty tall order for not only busy entrepreneurs and employees, but even for professional content writers. That’s exactly why I’m constantly on the prowl for blogging “foodstuff”, trivia that can be used to explain concepts, sharing with readers each of our clients’ unique point of view within their own profession or industry and within the community. The interactive quiz serves as a lead-in to sharing that kind of discussion.

“Which of the Two” quizzes can be used in business blogs to:

  • define basic terminology
  • compare one company or practice to others
  • demonstrate unique problem solutions
  • put matters into perspective, explaining why this business owner or practitioner has chosen to operate in a certain way

“Which-of-the-two” can be one way to challenge and engage blog visitors and to find out – just how much DO your readers know about your company and industry?

Facebooktwitterredditlinkedintumblrmail

In Your Blog, Give Them Hints They Weren’t Hunting

/0 Comments/in /by

 

Political speak’s in season, for sure. One of the many terms you might hear bandied about is gerrymandering, which is what happens when politicians manipulate the redrawing of district lines to help their own party win more seats. And, while this Say it For You blog is about content writing, not politics, the Mental Floss magazine article on the origin of the term gerrymandering illustrates one way we can capture blog visitors’ interest. Two features of the article worth noting:

  1. The title is in the form of a question – “Who was the ‘Gerry’ of Gerrymandering?” Where, What, Why” titles work, Location Rebel posits, because they promise that by reading the article you’ll learn something new along with finding a solution to your problem.
  2. The topic offers a jumping-off point or “trigger” for blog content. (Most readers will not have known the origin of the term gerrymandering or imagined that it was named for a person named Gerry; I know I didn’t!). Demystifying an arcane piece of information, I teach at Say It For You, allows business owners or practitioners to clarify how some technical terms used in their own field came into use.

After the initial few paragraphs, I must admit, I found that the Mental Floss article wasn’t a great example for business blog content writers, after all. Why not? The writer shares a rather long narrative without ever giving readers a reason to act. Even the author’s observation that Elbridge Gerry might have gone down in history as Father of the Bill of Rights, but instead “is remembered first and foremost for another, less admirable claim to fame” is buried in the middle of the content rather than being used as either a “pow” opener or to sum up the story at the end.

“A salesman wonders how to get his next sale. A mentor cares about his students. He wants to help them get ahead and live a more fulfilled life,” business writing coach Henneke Duistermaat advises. In your blog, she says, you’re starting a conversation, not asking people to buy.

Offering fascinating information – things readers weren’t even hunting – is a great way to start a conversation.

Facebooktwitterredditlinkedintumblrmail

The Power of Blogging on Paper

/0 Comments/in , /by

notes on paper
Paper can be our valuable ally when our mission is learning something, the authors of Mental Floss magazine explain – in fact, we “get empowered by taking notes on paper,” as many scientific studies prove.

Interestingly, while the blog posts that I and my Say It For You writers create are meant to be read online, there are some valuable tips in this article about note-taking that can be used to organize business blog content.

Mental Floss describes three basic methods for taking handwritten notes – the Outline Method, the Cornell Note-taking System, and the Mapping Method. Each can be used in formatting informative blog posts to make them more engaging and easier for readers to understand.

The Outline Method
This method uses topic titles, followed by indented subtopics (either numbered or with bullet points.

The Cornell Method
This method uses a chart-like method, with each page divided into two columns with one row at the bottom. Students would use the larger right-hand area to record notes, then later add questions and comments of their own in the left-hand column, with an overall summary in the bottom section.

The Mapping Method
This system is nonlinear, with the main topic inside a bubble, and spider legs that lead to secondary thoughts or sources.

As a business blogger, I’m kind of partial to bullet points, and from what I’ve been told, Google and other search engines like them, too. Online searchers who have found our blog posts, remember, aren’t getting the information out of our mouths; we have only our written words, with perhaps some charts or pictures, to engage their attention. The fact that lists and bullet points are generally a good fit for blogs is something I have always stressed in corporate blogging training sessions. What I’ve found over the years is that lists help keep both readers and writers on track.

The “mapping method”, I think, can be adapted for blog series, where you’re exploring different aspects of the same topic in a group of three to four posts. A recent series for a hospital supply corporation blog, for example, offered four different blog posts about bariatric surgery, each of which emphasized one aspect of the topic, The first discussed all the preparation needed on the part of both the patient and the family members leading up to the surgery. Another post compared different methods being used in bariatrics; a third post discussed the psychological aspects of this type of life-changing surgery.

Each blog post, of course, is meant to be shared online. But for us blog content writers, we can get empowered as we plan by taking notes on paper.

Facebooktwitterredditlinkedintumblrmail