Blogging to Offer – and Change – Opinions

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When online readers find a blog, one question they need answered is “Who lives here?” Providing information about products and services may be the popular way to write corporate blog posts, but in terms of achieving Influencer status – it takes opinion, we’ve learned at Say It For You.

Whether you’re blogging to promote a business, a professional practice, or a nonprofit organization, you’ve gotta have an opinion, a slant, on the information you’re serving up for readers. In other words, blog posts, to be effective, can’t be just compilations; you can’t just “aggregate” other people’s stuff and make that be your entire blog presence.

The Earth Day issue of the Indianapolis Star included an article by Jacqueline Cutler that represents a collection of different people’s opinions on the topic of environmental threats. Eight different people were interviewed, with each asked to name what they considered to be the most pressing threat and then to describe one specific change individuals could make in their daily lives that could help make a positive difference.

Photographer Joel Sartore, for example, names climate change as the biggest threat, and recommends including native plants in our landscaping. Brian Skerry of National Geographic Explorer is concerned about plastic waste in the oceans, and recommends switching to metal water bottles. Shirell Parfait-Dardar, Choctaw tribal chief says we should look at our children and at our aging parents, and “just start caring” about the impact waste and warning have on their lives.

Very thought-provoking article, yet from a blog marketing standpoint, there’s a piece missing, I couldn’t help thinking. Cutler has done a fine job “aggregating” the statements of others, without presenting her own opinion. But, in marketing a business, practice, or organization, we absolutely must make clear “who lives here”.

In “Ten tips to write an opinion piece people read”, A. Stone advises starting with an attention-grabbing opening line that cuts to the heart of your key message, evoking an emotion or curiosity.  It can be a strong fact, statement or even the beginning of an anecdote that has audience connection, he explains. “The first line is the display-window for all the goodies you have inside,” Stone explains. In opinion piece posts, the, the opener should at least hint at the “slant”.

We must be influencers, I advise clients and blog content writers alike. Whether intended for business-to-business or business to consumer,, the blog content itself needs to use opinion to clarify what differentiates that business, that professional practice, or that organization from its peers.

 

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Think Like a Buyer in Your Blog

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We’ve heard it before, but as blog content writers, we need to hear it again and again. It’s not about us or our clients – it’s about the buyers…

“When you’re selling a business, think like a buyer”, advised Keith Rand. At a recent meeting of our Circle Business Network group, Rand, who along with his son, specializes in making business transfers happen, quoted from two books: Men Are From Mars; Women Are From Venus and Think Like a Man. The common message, Rand explained, is this: achieving success in business means understanding – and focusing the conversation on – not what you have to offer, but what the other party is seeking. 

Financial advisor David Nienaber, CPA, CFP®  tells business owners to consider three things “as you plan for your next chapter”, including  identifying a professional team to effect the transfer, establishing tax consequences and  future cash flow, and judging the ramifications of a sale for family members.

 While Keith Rand would agree that sellers must carefully weigh all those factors prior to entering into a sale, his point is that during the negotiations themselves, the focus needs to be not on why the seller has decided to sell, but on what on what’s going on inside the buyer’s head as he or she pictures owning and running the business going forward. 

In fact, a “selling” mindset can actually hurt your marketing strategy, Liz O’Neill of Precision Marketing Group agrees. Many entrepreneurs and small business owners are stuck in the seling mindset, so caught up in their brand or industry, they forget that clients are indifferent to all that.

Your thinking is centered around who you are and what you do.  Meanwhile, the buyer starts with a problem that needs solving. In other words, O’Neill explains, when crafting  content for your web pages, “you need to divorce yourself from in-house terms, and begin to speak broadly,” not about precise offerings and skills you have.

In blogging for business, as business coach and Say It For You guest blogger Andrew Valley suggests, “Don’t tell them what you do.  Tell them what you do for them.” In fact, Valley says, “most people are interested in what you do only if it fits with what they need or want.”

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The 4 Things Your Resume – and Your Blog Page – Should Include

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“There are many different opinions on what information you should and shouldn’t include on your resume. But there are certain basics that must be there,” Zip Recruiter advises in an article reprinted in the Indianapolis Star. “Here’s the good news.” The authors say: “You already have all the answers.”

As a content marketing professional, I found this Zip Recruiter advice highly relevant. What’s so interesting is that, while there are articles galore about what elements should be included in a blog post, there’s relatively little guidance on basic pieces of information that need to appear on a blog page.

Forbes offers a list of 8 must-haves for the blog post content itself:

  1. magnetic headline
  2. compelling lead-in
  3. useful subheads
  4. informative body
  5. appealing graphics
  6. powerful call to action
  7. relevant internal link
  8. good meta description

However (and this is the eye-opening aspect of the Zip recruiter piece), as blog marketers, we’re missing the boat if certain key information isn’t right there, in the same visual field as our wonderful content, quickly accessible to our blog readers:

Contact information
“Include your name along with the proper pronunciation if you find that others have trouble with it,” Zip Recruiter advises. Include the phone number you use most, and your email address. (Sure, your website has an “About” page, but what if a blog visitor is moved to act now?)

Work experience
Your blog is a way to assert your authority as a SME (Subject Matter Expert). You’ve successful dealt with – many times before – the problem with which the reader is dealing now. You’ve got this!

Education
Do business blog readers need to know about educational credentials of a practitioner or business owner? You bet. Today’s consumers won’t do business with someone they don’t trust, and “credentializing” is one way to build trust. Degrees and certifications may be listed or shown as logos, and educational experiences can be woven into blog content itself.

Skills
Demonstrating not only what you know but what you know how to do is a crucial function of any business blog. Specific services offered may be listed on the blog page itself (in addition to offering case studies, testimonials, and descriptions as part of the blog content.

The Zip Recruiter article serves as a reminder to us content writers and the business owners who hire us: The visitors you hope to attract to your website may not be in search of a job, but the same four types of information that belong on a resume belong on your blog page!

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Reify Your Blog Posts

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There are concepts that exist in a purely abstract way, and, in blog content marketing, we have to, as hackernoon.com puts it, “find ways to explain those concepts so that they make sense to as many people as possible”. In fact, as we’ve come to realize at sayitforyou.net, blogging itself is a way of reifying complex information.

To reify is to make something abstract more concrete or real. Sociology textbooks define ‘reification” (which literally means to “turn into things”) as “the process of coming to believe that humanly created social forms are natural, universal, and absolute things”. In the two sayings “You can’t fool Mother Nature” and “fighting for justice”, Nature and Justice, both abstract concepts, are treated as real people, even though we know they’re not, There’s absolutely nothing wrong with this, authors Chevette Alston and Lesley Chapel explain in study.com, because reification can turn language abstractions into tangible understanding.

“Concepts like happiness and intelligence and personality are called constructs. We cannot see them directly. They are labels, concepts, literally constructions in our heads. By giving such complex processes a label, we can discuss them, psywww.com explains.

Not everyone agrees that reification is beneficial. “When we assume that a concrete, tangible thing has the quality of abstract concepts, when the thing-in-itself is forgotten and the thing-as-thought-of is mistaken for the thing itself, that can be dangerous, Biznewske.com explains. For example, assuming that someone is an expert simply because they have a degree is a reification fallacy. Assuming that a boxed product such as cereal is a symbol of health and nutrition is a fallacy. Reifying an idea such as “male privilege” means taking it as true when it might or might not be true.

Hacker.com, though, “gets it”. The essential challenge we blog content writers face, they understand, is explaining abstract concepts in the right way, because doing that makes the difference between business success and business failure. Readability is a critical aspect of online writing, in which we business bloggers are out to retain the clients and customers we serve and to bring in new ones.

The products and services we’re writing about can’t be amazing in the abstract, which is why reifying blog content can be just what’s needed to make it engaging and real..

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Bloggers and Advisors Seek Ways to Get Discovered

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“Why did you choose me?” That’s a question one California financial adviser asks new clients. Bryce Sanders, in Financial Advisor. suggests nine ways financial advisors can “get on people’s radar”. Since, at Say It For You, that’s the very goal of the blog marketing work we do, I was interested in what Sanders had learned from his advisor friend…

Four of the ways prospects “found” the financial advisor, I realized, involved no outreach or specific effort on his part, evolving naturally out of his ongoing presence in business and social circles and his work with existing clients.

  • word of mouth
  • family connections
  • same faith or beliefs
  • referrals

In the same way, of course, prospective buyers might find their way to any service provider or vendor of a product line. In today’s world, though, a visit to the website will generally come next, as the prospect “checks out” the referral or the community connection. That’s precisely where e recently posted blog information has the power to move the prospect closer to taking the next step.

politely persistent – the advisor treated prospects as friends, “dripping” on them with postcards and informational notes. Staying regular in posting blog content helps both readers and search engines come to “rely” on regular bursts of information.

awards won – “People want to do business with the best,” Sanders says. Although at Say It For You, I remind owners and practitioners that blogging is not boasting, it’s good to offer “credentializing proof”, alluding in blog posts to your years of experiences, weaving into the text mention of your degrees, quoting articles you’ve written – and even citing awards you’ve won.

community involvement – People tend to be comfortable associating with professionals and business owners who give back to their community. Blog content can focus on personal anecdotes and on the personal values of the business owners and of the people delivering professional services. But, taking it further than that, the content should actually reflect and even allude to current community happenings and concerns.

advertising – When your face or firm name is on bus shelters and shopping cards, Sanders points out, when they need a specific product or service, you are the one who comes to mind.. When we bloggers enter conversations that are trending at the time and tie our blog content to current events, that serves the dual purpose of “playing off” already existing popular interest while possibly earning search engine “Brownie points” as well. Did we attend a performance or rally? How does what we heard and saw tie in with our own work in the community?

Like financial advisors, other professional practitioners and business owners seeking ways to get discovered can bring their message to attention through blog marketing.

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