Content Writers Help Readers Find the Quiddity

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In content marketing, you might say, it’s all about the quiddity, the essence of what you do, what you know how to do, and who you are that makes you different from any other. And, while Merriam Webster offers synonyms such as “center”, “core” and “heart”, vocabulary.com explains that politicians and lawyers sometimes use quiddity as an evasion technique, bringing up irrelevant and distracting points to avoid direct answers. 

“Capturing your brand essence succinctly involves distilling its core values, unique selling propositions, and emotional connections into a brief, impactful statement,” Alex Bundalla advises on LinkedIn. One way of expressing quiddity is Simon Sinek’s Golden Circle, Bundalla explains.  Three concentric circles represent the “why” (values and principles), the “how” (methods), and the “what” (products and services) of your brand. Another visual expressing quiddity is the Brand Pyramid, showing levels of customer relationship with a brand, from experiential to symbolic and intangible.

At Say It For You, we often refer to blog posts as the sound bites of the Internet, in which we help business and practice owners convey t readers the essence, the “quiddity”, of their accomplishments and intentions. Hardly a simply task. You know your product, service, or company is amazing, but they don’t know how it works or why it’s so great, Brant Pinvidic writes in The 3-minute Rule. “You need to give them more knowledge in less time,” the author explains.

But what about those vocabulary.com “politicians and lawyers” who use quiddity as an evasion technique? It just doesn’t work for very long, is the answer. Putting a unique “twist” on a topic, in contrast, works extraordinarily well, I believe. Taking some good old ideas and using an individual approach to those ideas is no evasion, but a way to a. mark your content as uniquely yours. 

“The one that stands out is in essence the one that is not like the rest,” onsightapp.com agrees. “When people cannot distinguish brands from each other, they cannot form reliable relationships with those brands.” Not only does an effective brand have a well-outlined target audience, it may even offer a service or product exclusively to that target audience.

The essence of content marketing is finding – and communicating – the quiddity!

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Unlocking Success: Search Engine Optimized Content and its Impact on Your Business

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Today’s guest post was contributed by Claire Wentz, of Caring From Afar…

As we navigate the digital age, small businesses must seize the opportunities that technology presents to remain competitive and prosper. The internet, a dynamic and ever-changing platform, provides countless avenues for small businesses to broaden their customer base, increase operational efficiency, and enhance customer satisfaction.

Integrate Seamless Online Payment Processing

In the realm of digital commerce, the ability to process payments online is a crucial aspect that small businesses cannot afford to overlook. By integrating an efficient online payment system, businesses provide customers with a secure and comfortable platform to transact. This not only improves the overall customer experience but also simplifies the payment process, thereby relieving business owners of administrative burdens and freeing up valuable time to concentrate on other vital aspects of their operation.

Harness the Power of SEO Content

In today’s digitally-focused landscape, the significance of search engine optimization (SEO) cannot be overstated. By having expert craft content that is optimized for search engines, your website’s visibility can be greatly amplified, leading to a substantial uptick in organic traffic. You can also learn many key principles via online guides and tutorials and implement strategic practices yourself. This surge in visibility has a domino effect, potentially resulting in increased sales and a thriving business. 

Keep Content in a Managed Hub

With website updates and social media marketing campaigns, staying on top of your content can quickly become a challenge. There are content management systems (CMS) you can put to work for you in organizing your material. Such a system is key in simplifying a business’ digital presence, as you can edit, schedule, and publish from one tool, rather than constantly juggling individual pieces of content. Look for an option that integrates seamlessly with your other web-focused tools. 

Prioritize Mobile-Friendly Design

Considering the prevalent use of mobile devices to access the web today, it’s essential for small businesses to prioritize a mobile-friendly website. A website with a responsive design that seamlessly adjusts to different screen sizes greatly improves the user experience, which in turn can cultivate customer loyalty and potentially boost conversion rates. Furthermore, Google also factors in mobile-friendliness when ranking websites, meaning having a mobile-optimized site can significantly improve your search engine visibility, attracting more potential customers to your business. 

Ensure Website Accessibility for All

It’s of utmost importance for small businesses to guarantee their websites are universally accessible, including catering to individuals with disabilities who may utilize assistive technologies for web navigation. An accessible website does more than just expand your potential customer pool; it aligns with legal requirements and demonstrates a dedication to inclusivity. It can enhance your brand’s reputation and credibility as a business that values all its customers, thereby fostering a more robust relationship with your audience. 

Put Optimization to Work

Embracing web-based updates can transform the trajectory of small businesses. From facilitating online payment processing and crafting search engine optimized content to ensuring mobile compatibility and website accessibility, these updates can significantly elevate your online presence. Implementing effective email marketing campaigns and leveraging social media platforms can further enhance customer engagement and drive sales. Additionally, utilizing data analytics tools can provide valuable insights into customer behavior, helping to refine strategies and improve overall business performance.

Search engine optimized content is a must-have for success in today’s business world. Putting funds, time and energy into making your content more search-friendly offers a potential return on investment that makes it worthwhile. Stay abreast of technological advancements, remain relevant, and witness your small business flourish in the digital landscape.

 

 

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Content Writers as Newscasters

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“Your social security log-in may change,” Elaine Silverstein warns in Kiplinger Personal Finance, explaining that the change is to both simplify sign-in and make the process more secure. For social security recipients, the headline is a grabber.

According to Social Bee, a “hook” is designed to entice readers to keep reading, and might consist of:

  • a credible statistic
  • an inspiring quote
  • an open-ended question
  • a bold statement
  • a figure of speech
  • an emotional connection

At Say It For You, one way content marketers can engage readers is by keeping them up to date with news that has the potential to directly affect them. Like newspapers, business blog content writing can balance feature stories with news. When it comes to content marketing for a business or practice, readers need to know about:

  • new products and services they can now obtain through you
  • any new partners or employees you wan tot introduce
  • your recent or upcoming activities in your community
  • any changes in company (or practice) policy, procedure, or rules that might affect customers, clients, and patients.

It’s very important, I explain to newbie content writers, to present this “news” in a way that appears to be “all about them” – is this going to demand action on their part?  Will their convenience be enhanced or diminished?

 If, in fact, the new information is likely to be perceived as ‘bad news”, offer alternatives that can help readers meet their goals.  End with a goodwill statement focused on the future, Jennifer Kahnweiler, Ph,d. says.

Showing that you are keeping abreast of the latest thinking and developments in your field is the key to earning “expert power”, showing readers that you are in a good position to spot both threats and opportunities. What’s more, as content writers, we must position our practitioner and business owner clients as leaders – not only are they “up on” on the latest developments in their fields, they themselves are helping bring about positive change and growth.

For readers, content marketers serve as newscasters

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For Every Myth, Be a Mythbuster

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Your business or practice may have nothing to do with joint pain, but in every field, certain “facts” are pretty twisted, as Kate Rockwood points out in “5 Myths About Arthritis”  Rockwood’s format of describing each myth, then offering “mythbuster” facts can be highly useful in content marketing on any subject.

Myth: If your joints hurt, it’s arthritis.
Mythbuster: Joint pain can be caused by infection, injury, or bursitis (swelling of the fluid filled cushioning in joints).

Myth: Exercise wears down joints.
Mythbuster: Low impact aerobic exercise doesn’t damage joints; staying active lessens pain.

Myth: Arthritis is an old person’s thing.
Mythbuster: Arthritis can be present at any age.

Discovered a mild case – or an epidemic – of counterproductive thinking when it comes to your industry or profession? Content marketing is the perfect medium for “mythbusting” to dispel that counterproductive thinking. The content offered in your posts gives you the power to clear the air, replacing factoids with facts, allowing readers to see their way to clear to making decisions.

Myth-busting is a tactic content writers can use to grab online visitors’ attention, we teach at Say It For You. Citing statistics to disprove popular myths gives business owners the chance to showcase their own knowledge and expertise.

On the flip side, since one of the purposes of online marketing is to attract potential customers, it would be a tactical mistake to appear as if we’re out to prove visitors wrong. The position you want to take is that sometimes reality is counterintuitive, and that you’re here to help, not do a “gotcha!”. 

You’d think “flushable wipes are flushable”, right?  Simply Green busts that one: Most wipes, including those labeled “flushable,” are made from a blend of materials including polyesters, plastics, and other synthetics. These materials create a fabric-like texture that does not dissolve when flushed.”

You might think washing your hair every day causes hair loss. Natura busts that one – Washing simply gets rid of hair that’s already fallen out.

You might think that employees leave for more money. Alignmark says that’s rarely the cause.Employees would rather stay with their company and grow than go to a new organization and establish their credibility from scratch.

You might think that content marketing involves campaigns. Not true, Ann Gynn of the Content Marketing Institute points out.  Good content marketing is an initiative, not a quick-fix campaign; it should evolve, but never stop.

For every myth, be a mythbuster.

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Unravel Acronyms, Accelerate Engagement

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Some letter combinations are such a familiar part of everyday life that they almost fade into the background. Every day we see markings on food packaging, clothes, water bottles, electronics and elevators, Sarah Anne Lloyd writes in Interesting Facts. Examples include:

UL – The Underwriters Laboratories Company conducts product safety testing on electric plugs, heaters, and smoke alarms.

FCC – Mobile phones, earbuds, and televisions stations are checked by the Federal Communications Commission to make sure devices don’t overexpose users to electromagnetic radiation.

YKK – The Yoshisa Kogyo Kabushikikaisha manufacturing company delivers high-quality zippers, and has become a go-to in the garment industry.

SKU – Stock keeping units are used to keep track of products for sale online, helping sellers be precise about exact color, size, and model of goods.

Many times, authors introduce new acronyms when they develop a novel technique and want to give it a catchy name, believing that this increases the chances of accepting and remembering the technique, Dr. Shweta Murudkar of the Enago Academy.explains. However, one must use abbreviations with caution, Murudkar warns, because overuse may in turn reduce readability, especially for a non-technical or non-specialist reader.

In content marketing, as I explained last month in this Say It For You blog, once you’ve established common ground, reinforcing to readers that they’ve come to the right place, it’s important to add lesser-known bits of information on your subject, which might take the form of arming readers with terminology and acronyms common in your field.  That not only adds value to the “visit”, but increases readers’ sense of being “in the know”.

I remember, more than ten years ago, Vogue Magazine publishing a glossary of terms, teaching prospects to feel like “fashion mavens” who understood the meaning of “boxy” and “dirndl”. Every trade and every profession has its own technical terms and acronyms that are used for the sake of convenience.  Now we content writers can help readers feel part of our client’s “inner circle”, all through unraveling those acronyms and sharing those industry-specific “secret words”.

 

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