Business Blogs for the Thinking Reader

“Companies have to be willing to share their points of view in their digital content,” explains Marketing News, adding that “Your point of view needs to be relevant enough to be part of a conversation that’s taking place, but differentiated enough to stand out.”

So how do we do that? is the question blog content writers in Indianapolis ask.  Think about the problem you’re solving, says Marketing News, and where that problem might take us over the next five to ten years.

To me as a corporate blogging trainer, that translates into business bloggers realizing that blogging is first about thinking, and only secondarily about putting those thoughts into words.  Maybe even more important in the case of SEO marketing blogs is getting readers to think about the issues and problems on which you’re offering information and expertise.

In blogging for business, of course, the content needs to be based on solid research into the needs and interests of the target customer.  In offering business blogging assistance to business owners, though, I explain that market research is not enough to infuse true life into the blog. Customers, I explain, want to know what you think and where you’re “coming from”; they want to know your unique slant on your industry. In short, they want to get to know you.

The first part is relatively simple. Online searchers have found your blog, and they’ve stayed long enough to assure themselves that the information they find there is a good match for their needs (you offer the products and/or services they came for). But now, those prospects still need to choose whether to become your client/buyer/patient/customer.

The questions I ask Indianapolis blog writers, then, include:

• Is your point of view clear? 
• Is that viewpoint relevant to a current need or conversation or trend? 
• Is your point of view differentiated enough to stand out? 

You might say readers need to “hear” you think!