The Book of Totally Useless Information, I’ve concluded, has lots of very useful information that I can share with Indianapolis blog content writers.

In discussing the improbable fact that no two snowflakes are exactly alike, author Don Vorhees indirectly offers some reassurance to bloggers. “No snowflake is born in exactly the same space or travels exactly the same path in its development,” he explains, mentioning that the microclimate that each flake passes through in the cloud is slightly different than that for others.

In SEO marketing blogs, the key is differentiation, says Malleck Design, “There are a million firms out there that basically do the same thing as you.”  So how can blogs help differentiate any one business over the “noise”? “As a company, answers automotive social media coach Kathi Kruse, your brand has DNA.  It’s the story of how you got to where you are:  Your team, your intent, your struggles, your triumphs.  Every single day there’s a story to be told, and stories told the right way can increase revenue.” Kruse adds.

Every business blogger, whether that’s the business owner or professional practitioner,  needs to know that helping readers relate to the business or practice depends on that snowflake premise:  Like snowflakes, no business is born in exactly the same space or travels exactly the same path in its development.  

There’s a second way in which the snowflake analogy is appropriate when it comes to sustained blogging for business. As a  blogging trainer, one concern I hear a lot from business owners or professional practitioners is that sooner or later, they’ll deplete their supply of ideas for blog posts. “I’ve already covered my products and services on my website – what else is left to say?” is the common thread in the questions I’m so often asked.

That’s when it’s important to remember the readers. Like snowflakes, each reader’s need for information, products or services was born in a slightly different space and has traveled a different path. Smart blog marketers know there are many subsets of every target market group, and that not every message will work on every person. At Say It For You, we realize online searchers need to know we’re thinking of them as individuals..

To a certain extent, though, the blog content readers who end up as clients and customers action have self-selected. Their snowflake trajectory, on that very day, was in sync with the blog content they found. We blog content writers need to keep on telling the story in its infinite variations.
 

After World War I, when Standard Oil wanted to unify all its marketing activities under one easily identifiable trademark, the name ESSO was chosen because it was short and memorable and suggested the initials of the company. But due to trademark disputes in different territories, (Standard Oil in the Midwest insisted the marketing symbol was their exclusive property),  explains Don Voorhees in The Book of Totally Useless Information, the world famous company had to do something drastic.

“After exhaustive consumer and legal research studies, the name EXXON was decided upon (in 1972). It was essentially a new word, but close enough to ESSO to make consumer recognition a little easier.”

To me, as a corporate blogging trainer, I must say, I found this information about the origins of the name EXXON far from totally useless. (I’d found the information in the first place as part of the “reading around” process I think plays such a big part in successfully keeping up a corporate or professional practitioner blog.)

The tie-in with blog content writing stems from the fact that consumers turn to search engines for help finding specific kinds of information, services, products, and expertise. Using the mechanism of key words and phrases, the search engine "makes a match" and delivers results to the viewer.  
Every once in a while, though, there's a "disconnect" between what the searcher wanted and what he or she actually finds. If this happens with your blog, even though it's not one of your target customers who clicks on the blog link, it's not necessarily bad news. That kind of "mistake" can even result in you converting a searcher-gone-astray into a buyer. I call this "accidental organic donating".

An example might be that a mom, in the process of helping her child with homework, goes on Google to find information about the state of Hawaii. The search engine uses the key word "Hawaii" and brings up a blog about Hawaii presented by a travel company. The blog so enticingly portrays Hawaii as a destination, the mom bookmarks the site, and later uses that travel agency to plan a surprise anniversary trip with her husband!

Just as EXXON was a new word, but close enough to the familiar ESSO name, including topics in the blog that are “trending” makes it makes it a little easier for business blog content writers to establish familiarity with customers.

When an "accident" turns out to bring a new reader to your blog, and if your content engages that reader's interest, the mistake can result in your converting a mistake into a customer!