Content Writing With a Twist is Tricky Business

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“Twists fail a lot because they are delicate things,” Jeff Somers opines in Writer’s Digest. You have to give your reader enough information to make the twist feel like something they somehow missed, he tells novelists.

Blogs are a great way to share new information with people in an easily digestible format. You can use blogs to teach new information in several ways, including guest posts by experts, listicles, and feature stories or interviews of people who have learned something new, Kesah Po writes in Quora. At Say It For You, we particularly appreciated Po’s suggestion that content writers feature stories of people who have learned something new.

Every book can benefit from adding a plot twist or two, to add tension, intrigue, and keep readers talking, N.J. Simmonds says in Jericho Writers. Plot twists seem to come out of nowhere, SImmonds adds, changing the direction of the story, after the author has “misled readers on purpose”.

But, just as Jeff Somers cautions novelists, in blog marketing, twists can also be tricky business. Not only does effective business blogging need to be centered around a limited number of keyword phrases and key themes, the core message needs to fulfill the implied promise given the searcher who has arrived at the site based on a need for specific information on a given topic.

That is not to say that, through blog posts, marketers can’t introduce readers to a solution they hadn’t known was an option for them. (Some of the most successful businesses represent new twists on old ideas and products.) However, since successful blogging begins with a clear understanding of your niche and target audience and adding value for them within their general range of needs and expectations, providing “twists” in the form of information they may have somehow missed, can be tricky. What’s more, what with internet marketing an ever-evolving field, content writers need to stay updated on the latest technologies and changes in search engine algorithms.

Deciding how and when to reveal information to readers is part of the challenge novelists face, Jeff Somers explains. As blog content writers, we share the challenge of delivering information to online searchers, doing that with a “twist”!

 

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Putting Questions in Readers’ Mouths and Minds

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The tactic of using questions in titles is one I’ve often suggested to blog content writers, because often we can help searchers formulate their own questions by presenting one in the blog itself. It’s best to focus on the expansive and productive type of question, such as “What’s possible?” “What are my choices?” “What’s useful here?”

The Pole Position article “5 Questions Every Nascar Fan has Asked at Least Once” comes at the matter of readers’ questions from an entirely different direction, actually listing – and then providing answers to – “five questions we know everyone’s asked before – out loud, into a search engine or both”:

  1. How do NASCAR drivers go to the bathroom during a race? (Answer: They hold it or – they just let go.)
  2. Is there a reason why NASCAR races run counterclockwise? (the driver’s seat is on the left side; patterned after horse racing, which is counterclockwise.)
  3. What state has the most NASCAR fans? (North Carolina)
  4. Do NASCAR vehicles have air conditioning? (No, that would add weight.)
  5. What do drivers eat before a race? (Oatmeal, grilled chicken, and avocado toast.are some faves.)

In content marketing, you’re often providing answers to questions that your potential customer might ask. The specific genius lies in forcing readers to recognize their own uncertainties and need for answers. But, before you can successfully convert blog readers into customers, Neil Patel explains, you have to know what they’re worried about.

Are there five questions that your prospects and clients tend to ask the most? Remember, just as consumers would not be searching for the right auto shop/ jewelry store/ plumber/ healthcare provider, etc. unless they already felt the need for that service or product type, searchers who land on your blog are already interested in and have a need for what you offer.

By answering questions, providers make prospects feel understood, D. Forbes Ley taught salespeople in training years ago. Even if those searchers haven’t specifically formulated their questions, as content writers, we can do that for them by presenting the answers to frequently asked questions.

It’s not so much a matter of “putting” questions in readers’ mouths and minds, as acknowledging the questions already there and providing answers that can be key to closing the sale.

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Mastering the Art of Blogging: Pro Tips and Strategies

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Guest post contributed by Arjun Raaj in India

In today’s digital age, blogging has become an essential tool for individuals and businesses alike to connect with a global audience, share valuable insights, and establish authority in various niches. However, with millions of blogs on the internet, standing out and mastering the art of blogging is no easy task.

Why Blogging Matters
Before diving into the tips and strategies, let’s understand why blogging matters. Blogs are versatile platforms that can serve various purposes, including:

  • Building Authority: Consistently publishing high-quality content in your niche helps establish yourself as an expert in your field.
  • Driving Traffic: Blogs can be a significant source of organic traffic to your website, boosting your online presence.
  • Engaging Your Audience: Blogs allow you to engage with your audience, foster relationships, and receive feedback.
  • Monetization: Successful blogs can generate income through various monetization methods, such as affiliate marketing, sponsored posts, and selling products or services.

Now, let’s delve into pro tips and strategies for mastering the art of blogging:

1. Define Your Niche and Audience
Successful blogging begins with a clear understanding of your niche and target audience. Your niche should be something you’re passionate about and have expertise in. By defining your niche, you can tailor your content to cater to a specific audience, making it more relevant and valuable.

2. Create High-Quality Content
Content is king in the blogging world. Focus on creating informative, engaging, and well-researched content that adds value to your readers. Use a mix of text, images, and multimedia elements to make your posts visually appealing and easy to digest.

3. Consistency Is Key
Consistency is crucial in blogging. Develop a posting schedule that you can realistically adhere to. Whether it’s once a week or once a month, consistency helps build trust with your audience and improves your blog’s search engine ranking.

4. Optimize for SEO
Search engine optimization (SEO) is vital for increasing your blog’s visibility. Research keywords relevant to your niche and incorporate them naturally into your content. Use meta descriptions, alt tags for images, and optimize your blog’s structure for SEO.

5. Engage with Your Audience
Engaging with your readers fosters a sense of community and encourages them to return. Respond to comments, answer questions, and seek feedback. Consider creating a mailing list to stay in touch with your audience through newsletters.

6. Network and Collaborate
Building relationships with other bloggers in your niche can be mutually beneficial. Networking can lead to guest post opportunities, backlinks, and a broader reach. Collaboration with influencers or complementary businesses can also expand your audience.

7. Promote Your Content
Creating great content is only half the battle; promoting it is the other half. Share your blog posts on social media, use email marketing, and consider paid advertising to reach a wider audience.

8. Monitor Analytics
Use tools like Google Analytics to track your blog’s performance. Analyze metrics such as traffic, bounce rate, and conversion rates to gain insights into what’s working and what needs improvement.

9. Stay Updated
Blogging is an ever-evolving field. Stay updated with the latest trends, technologies, and changes in search engine algorithms. Adapt your strategies accordingly to remain competitive.

10. Be Patient and Persistent
Blogging success takes time. Don’t be discouraged by slow growth initially. Stay persistent, learn from your mistakes, and keep refining your approach.

Conclusion
In conclusion, mastering the art of blogging requires dedication, continuous learning, and a passion for creating valuable content. By defining your niche, consistently producing high-quality content, and engaging with your audience and you can increase organic traffic, you can also build a successful blog that stands the test of time.

Remember, blogging is not just about the destination; it’s also about the journey of self-expression, learning, and growth. Happy blogging!

 

 

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Infuse Your Content Marketing with Freudenfruede

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“Finding pleasure in another person’s good fortune is what social scientists call freudenfreude,” Juli Fraga writes in Reader’s Digest, “describing the bliss we feel when someone else succeeds even if it doesn’t directly involve us. Freudenfreude can “foster resistance, improve life satisfaction, and help people cooperate during a conflict”.

When it comes to content marketing, it might appear that praising or even recognizing the accomplishments of a competitor is the last thing any business owner or professional practitioner would want to do in their blog content.  Yet, competitor-focused content can be some of the most profitable you’ll ever publish, Ramona Aukhraj of IMPACT writes, because prospective buyers need to know you’re aware they have other options, and that you can be trusted to  have their best interests in mind. (A side benefit, IMPACT adds, might be that, in writing content about competitors, you’re using keywords that might drive traffic to competitors’ sites!)

Alexander Chua of Kalungi.com agrees that, specifically with B2B blogging, there are good reasons to mention competitors, including showcasing your own confidence, controlling the conversation, and possibly generating mentions of you by those competitors.: Most important, Chua says, is that you’re providing value to your readers.

Still, I couldn’t help thinking, while all these posts mentioned valid and very practical reasons for referring to competitors, none suggested anything approaching the possibility of achieving pleasure at learning about or recognizing competitors’ achievements. The high road is the one to take in blog marketing strategy and tactics development,  we try to always remember at Say It For You. As Bing Crosby used to croon, “Accentuate the positive…latch on to the affirmative.”

Where content writers might find – and share with readers, that feeling of “freudenfeude”, I believe, is in celebrating the combined success in an industry or professional field. Your blog becomes a way to educate leads on industry trends and developments, informing readers about “what’s-going-on-and-how-do-we-fit-in”, celebrating how far we (as an industry or profession) have come in terms of both technology and human understanding.

Freudenfreude – it’s all about the “We”.

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Blog to Bring it Home

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One in five media journalists lives in New York, Los Angeles, or Washington D.C., the New York Times reports. “This is a huge loss for regional journalism as local stories—what’s happening in our own communities, towns, and regions, is arguably the most important for our everyday lives,” Alison Hill mourns in Writer’s Digest. 

“One of the most common – and most effective – ways to get consistent hits on your blog is to tie your content to current events,” Ray Access suggests. “If you’re writing about food poisoning, for example, tie that in with the latest headlines about cruise line food poisoning outbreak,” The practical suggestion Ray Access offers to content writers is to get in the habit of scanning headlines of a daily news website, using “newsworthy keywords to get a search engine’s attention”..

When it comes to engaging readers’ attention, at Say It for You, we take the Ray Access general concept a step further, recommending tying blog content, wherever possible to local events and issues.

(Communication policy scholar Christopher Ali explains that “localism” (can be spatial, based on geographic location, or based on shared interests. While many of these Say It for You blog posts have been focused on the importance of understanding your “community” in the sense of your target audience – wherever they may be located – today I want to focus on the home town meaning of “local”.)

Getting personal is a huge element in the success of content marketing. A huge part of engaging readers is reflecting and even directly alluding to current happenings and concerns in the local community. What’s more, people tend to be comfortable associating with professionals and business owners who give back to the local community and who are actively participating in home town events.

The more focused a blog is on connecting with a narrowly defined target audience, the more successful it will be in converting prospects to clients and customers. “Leverage your community, Susan Solovic of Constant Contact advises. Blog marketing, we teach newbie content creators, is really nothing more than “meeting” strangers and helping to turn those strangers into friends.  Blogging really is all about community!

Blog to bring it “home”!

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