Two-Tiered Business Blog Titles

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What’s “Into the Endgame” about? (How Parliament should weigh up the Brexit deal, of course.)
What about “Click to Download Teacher”? (Technology can help solve the problem of bad, absent teachers in poor-country schools.) “The New Abnormal”? (California faces the most destructive fire in its history). And “Drop It!”? (An argument about firearms will help to shape next year’s election.)

These and other two-tiered titles from this month’s issue of The Economist magazine can serve as a master tutorial for blog content writers. There are two types of titles, I’ve taught in workshops on business blog content writing. The “Huh?s” need sub-titles to make clear what the article is about, while the “Oh!’s” are self-explanatory. With one important purpose of marketing blogs being to  attract online shoppers, blog post titles are a crucial element in the process. That means that catchy and engaging as a title might be, it won’t serve the purpose if the words in the title don’t match up with the ones searchers used.

That’s the reason two-tiered titles use two layers. The first-tier “Huh?” startles and arouses curiosity.  The “Oh!” sub-title then serves to clarify what the focus of the content will be.  (No, this is not a bait-and-switch play, but more like a bait-and-focus one)

Which brings me to meta-tags, which are 160 character snippets of text that describe a page’s content; the meta tags don’t appear on the page itself, as wordstream.com explains, but readers can see them on the search engine page. In addition to being scanned by search engines, those little content descriptors help readers decide whether they want to click to read the content. The snippet serves as a preview of the “Oh!” portion of your blog post title.

For example, underneath the actual link
https://www.economist.com/leaders/2018/11/15/into-the-brexit-endgame, a searcher would see this snippet: “6 days ago – Britain and the European Union Into the Brexit endgame. How Parliament should weigh up the Brexit deal. Print edition | Leaders. Nov 15th”.

“The New Abnormal” – Huh? “Oh!” It’s about the California fire. In writing engaging business blog content, try using two-tiered titles.

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Business Blog Title Question Words

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Ideas and Discoveries Magazine had a very good idea in terms of titles (which we blog content writers can make good use of) – using question words.

The tactic of question titles is one I’ve often suggested to new Indianapolis blog content writers. Keeping in mind that people are online searching for answers to questions they have and solutions for dilemmas they’re facing, sometimes we can help searchers who searchers haven’t specifically formulated a question by presenting a question in the blog post title itself.

The question serves to arouse readers’ curiosity about which side of the issue your opinion is going to represent, and about the answers you’re going to provide in the content of the post itself. And, of course, the title question can include keyword phrases to help Google index the blog.

ID Magazine, I found, used question titles that clearly indicated what kinds of information would be “served up” in the article to come:

  • Why Wolves Hunt Differently From Big Cats
  • What happens When an Avalanche Stops Moving?
  • How Reliable is the Rorschach Test?

But the majority of the ID titles, I found, contained an extra, curiosity-stimulating, element into their question word titles. You simply need to read the article to find out what the “clue” means:

  • How a Feeling of Empathy Led to 60 Million Deaths
  • How Seven Dollars Set the Middle East Aflame
  • How 156 Nails Defeated Napoleon
  • How a Lab Accident Decided the Second World War
  • How a Meteorite Made Christianity a Worldwide Religious Power
  • How a Sandwich Triggered World War
  • How a Refugee Made George W. Bush President

Curiosity is hard to get right, Amy Harrison points out in copyblogger.com. You have to deliver on the promise. Don’t’ assume readers’ will cause them to power on through your copy looking for the answer that was promised to them, she says. Your blog post must include compelling benefits, rich imagery, and strong storytelling if you are to keep readers’ attention and encourage them to take action.

ID also demonstrates another useful strategy blog content writers can use: covering one topic, but coming at it in different ways. On the topic of wolves, for example:

  1. “How Wolves Shape Our Forests” offers insights on how reintroducing wolves into German forests impacts ecosystems.
  2. “Who’s the Boss Here?” explores the “family dynamics” of a wolf pack.
  3. “How Do You Save a National Park?” chronicles the Yellowstone Wolf Study, in which reintroducing wolves into the environment reduced the deer population in turn allowing more trees to grow, which in turn attracted birds, beavers, and fish.

Just as these articles each explore a different aspect of a single subject, the blog for any company, professional practice, or organization can be planned around key themes.  Then, in each post, the blog content writer can fill in new details, examples, and illustrations.

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Naming Your Niche in Blogging for Business

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What advice can you offer that they won’t find anywhere else? That’s the question we tossed around earlier this week.  Michael Kitces, known for giving advice to financial advisors, thinks it’s about “naming your niche.”

More than ever, niches and mini-specializations are effective differentiation tools, Kitces claims. The two are not the same.

1. A specialization is about some kind of subject matter expertise.
2. A niche is about serving a particular group of clients with a particular need and applying a service or solution to that need.

As specialists, blog content writers want to address a critical need and be perceived as subject matter experts or SMEs. A SME has valuable, usable – and specialized – information and insights to share. At the same time, the SME adds value by going beyond the conventional wisdom and identifying new opinions – and new approaches – to the subject.

As niche servers, blog content writers define a narrow target audience made up of people who are already looking for products, information, and services relating to a particular need they have. Rather than presenting yourself and your business or practice as knowing a little about a lot of things, be uniquely informed – and passionate – about just one or two.

In the Complete Idiot’s Guide to Success as a Professional Speaker, Dr. Thomas Lisk
uses four questions to help speakers define their niche market:

  •  Can you list all markets or industry types that could purchase your kinds of expertise?
  •  Which of those markets needs your expertise most?
  •  Which markets are most likely to purchase your services?
  • Which organizations in these markets have enough funding to afford your ongoing
    services?

    Even if someone hears about your specialization and is duly impressed, they are not going to hand over their life savings to you, Kitces cautions new advisors.  They’re going to check you out.  And in that critical moment, he says “Your website has to be ready for them.”

    In Say It For You corporate blogging training sessions, I stress, the first step is to define your business niche and then focus blog content writing on the needs of that niche target market.

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Business Blog Content Writing – a Different Kind of Advice

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“

 

You won’t find this holiday travel advice anywhere else,” asserts Christopher Elliott in the Indianapolis Star.  You’ve heard it hundred times: book early, prepare for bad weather, on and on. Elliott’s on a different wave length with his advice on how to behave and how to book, and how to travel.

First, he says, “Be kind to others.” In this time of road rage and in-flight altercations, that’s not common, but you should try to be that way, Elliott advises. “Look before you book”, doing your due diligence on tickets and accommodations “Be careful out there…understand where you are going, the population, the manners, the dress.”  “Stay a little longer” and “Treat your stress before it ruins your trip” are two other pieces of unconventional advice.

Good advice, Mr. Elliott. The whole concept of offering advice that’s out of the ordinary – that’s great advice for business blog content writers, to be sure. And the way he offers advice in this article – I like that, too.  It’s advice readers can use, right now. More than that, the author’s explaining the reasons behind each piece of advice and backing up the information with statistics.

A few years ago, in a Harvard Business Review article on advice-giving, the authors made the point that “those who give advice effectively wield soft influence—they shape important decisions while empowering others to act.” But the advice-givers, they must be engaged listeners, learning from the problems that people bring them.

I’ve often mused that, out of all the possible advertising and marketing tactics a business or professional practice might use, blogging’s way ahead of the pack – because it attracts customers who want to be sold. In fact, it’s the close match between the type of advice the searcher wants and what you know about that accounts for your meeting them in the first place!

I remember business coach and author Jim Ackerman saying that “Any business owner needs to be able to start a sentence with “I am the only ___________ in ___________ who _________”.  One of the principles of blog writing that we teach at Say It For You is differentiating yourself.  Does this company or practice do things faster? Operate at a lower cost? Make fewer errors? Offer greater comfort? Provide a more engaging experience?.

What advice can business blog content writing offer that “you won’t find anywhere else”?

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What’s in a Name When Blogging For Business

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Richard Lederer, author of the book the Joy of Names, has a vested interest in his subject: his own name, he reveals means “powerful estate ruler leather worker”. But, “Must a name mean something?” (as Alice asks Humpty Dumpty).”Of course it must!” is Dumpty’s reply.

In writing to promote a business or practice, using stories about names and nicknames makes for engaging content. In fact, it’s an excellent idea to share anecdotes about people on the team who have earned a complimentary sobriquet.

Just this week, paging through a special edition of People Magazine devoted to The stars of Food Network, I noticed several examples:

  • Bobby Flay is “the elder statsman of Food Network”.
  • Ina Garten is “the ultimate hostess”.
  • Valerie Bernelli is “hot in the kitchen”.
  • Duff Goldman is “the designated baker”.
  • Guy Fiere is “mayor of Flavortown”
  • Alton Brown is “the geek of gastronomy”

As fellow blogger Michael Fortin reminds content writers, getting personal is a huge element in the success of business blogs. Sharing this type of fond moniker, along with an anecdote, adds interest to blog posts. Did you know that Alton Brown once invented a turkey derrick with ropes, pulleys, and a ladder, to facilitate safe and accurate fryer of a Thanksgiving bird?

Storytelling has the power to move from lifeless to life-filled copy, Luana Spinetti writes in webhostingsecreatreveals.net.

The following poem by Charles Delint (included on page 11 of the Lederer book) sums up the astounding power of names and the stories behind those names:

A name can’t begin to encompass the sum of all of her parts,
But that’s the magic of names, isn’t it?
That the complex, contradictory individuals we are
can be called up complete and whole
In another mind through the simple sorcery of a name.

As the People Magazine Food Network issue demonstrates, blending 6 cups of the power of names with 6 cups of intriguing anecdotes and – you’ve got some very delicious business blog content!

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