Blogging to Get More Done

Midwest blog content writers should take heed of Nick Usborne’s analysis of the content on the John Deere website. In Networds: Creating High-Impact Online Copy, Usborne tracks the “before” and “after” of the John Deere page promoting its 4000 series tractor.

Old content:
Underneath their familiar green and yellow exterior isn’t just a redesign of the compact tractor, but a transformation.  Where power is no longer measured by horsepower. Where implements practically attach themselves. And comfort is no longer at odds with productivity. One hundred and twenty improvements. Zero gimmicks.  And countless firsts.  These tractors are ready. 120 Improvements.  Countless Firsts.  Zero Gimmicks.

Usborne’s take on this old content:
“This content has no depth and no benefits.  It’s boring and borderline ridiculous.  The company isn’t selling luxury cars here; it’s selling tractors to people who have very specific needs…Can this tractor tow large objects?  How large? How heavy?”

New content:
GET MORE DONE
With 133 attachments available you can:
Mow up to 20 acres
Till up to 5.5 acres
Lift up to 2728 lbs
Dig with a 36-inch bucket up to 8.5 feet deep

Usborne’s take on this new content:
“Now that’s action!…This makes me excited, this allows me to envision the possibilities of what I can do, and this creates the needs for me to own this tractor, and helps me to justify the purchase to my wife!

“As the John Deere website continues to evolve,” says Matt Bailey in Internet Marketing: an Hour a Day, “I hope to see more transition into consumer needs-based content.”

This whole blog marketing thing, I teach newbie content writers, is not really about the technicalities of search engine optimization, although that may be how the story begins. What I believe it is really about is providing those who find your site with a taste of what it would be like to have you working alongside them to help with their challenges and issues. So, whether you’re writing your own blogs or working with a professional content writer, your blog posts are your way to say to each searcher:

“Our services/products can help you get more done!”