Business Blogging Helps Friends See What You Enjoy

“Each year, the largest performing arts conference in the world draws artists from around the globe to New York Midtown Hilton Towers in Manhattan. …you can enjoy the newest ideas in theatre, dance and music,” explains my friend and fellow blogger Thaddeus Rex. “But, please,” he warns, “Don’t plan to eat in the area.”  Why? “Food in this hood winds up extremely expensive and excessively lame.”

Rex’ blog post, which begins on this negative note, carries two positive benefits for readers:

A valuable tip:
“Walk just a few blocks west of 54th and 6th to 9th or 10th Avenue, and you get twice the quality for half the cost.”

In blogging for business, it’s important to proactively interpret information in ways that are not only understandable, but usable by readers. Engaging? Fresh? Relevant? Unique?  Those are all qualities to strive for in blog content writing. But offering basic, immediately usable information is a very compelling way to welcome prospects who are meeting you through your blog.

An insight:
“These businesses have learned the secret of differentiating via location.  They know they don’t have to be best in the world.  They only have to be best on the block. Once people are up on their feet, walking around, they get hungry….They assume high price means high quality.  And many never know the difference.”

Smart blog content writers know that there is no lack of sources where readers can find information on our subject.  But readers don’t want to do that – they want our help making sense out of the ocean of information out there. They want our guidance arriving at insights that will help them understand and use all that information.

Many consumers (those who assume a burger with a high price is a burger of high quality) never know the difference. “But YOU know the power of energy,” Thaddeus tells his blog readers. “YOU discern quality with a steady eye and are willing to work for it”.

Does your business blog help your new friends (your online visitors) see what you enjoy?

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Don’t Notch the Bedpost in your Business Blog Post – Yet!

“Most branding activities are just well-catalogued brag sheets“, according to marketing speaker Bruce Turkel (whom I had the pleasure of meeting at our National Speakers of Indiana chapter a few months ago). And while these “bedpost notches such as credentials, accomplishments, satisfied clients, etc., may please your grandmother, he says, they don’t interest anyone who’s not already thinking about hiring you.

Reading that advice, I couldn’t help being thankful. To a certain extent, we blog content writers are able to put our business owner and professional practitioner clients in a more advantageous position as they meet prospects. After all, readers who arrive at a business blog have already “drunk the Kool-Aid”. They already have an interest in the topic and are ready to receive the information, the services, and the products our clients have to offer.

Having said that, our task is to keep those visitors engaged with valuable, personal, and relevant information.  Bedpost notching is important, enumerating the business’ or the practice’s special areas of expertise, years of experience, and success filling customers’ needs. To be sure, we don’t have a very long “window” to accomplish that task, really just a couple of seconds. That’s where Bruce Turkel’s “simple but not easy” recommendation comes in.

Build an “all about them” brand, he says. Speak to your clients’ wants and needs and not your own. Turkel offers two examples of that new paradigm thinking (in the context of how professional speaker should promote themselves):

Don’t:      “Roger McFlintock is the leading expert on underwater basket weaving.”
Do:          “Underwater basket weaving can change your life.”

Don’t:      ”Ellie Dabooter has spent the last 15 years teaching leadership skills”.
Do:          “Leadership is the single most important skill you can use to improve your
business. Ellie Dabooter is singularly qualified to lead you there.”

As a corporate blogging trainer, I wholeheartedly agree. Any piece of marketing material can be tweaked to put the emphasis where it belongs – on the buyer or user. In terms of online marketing, the What’s-In-It-For-Them paradigm shift is particularly relevant for blog posts.

Don’t notch the bedpost – yet. Sure, those online visitors found you because they’re already interested in your type of product or service.  Your first order of business, though, is confirming the importance of the subject matter in terms of the difference it can make in their lives!

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“Our Pick” Business Blogging

“Sleek and shapely wins the style race,” begins USA Today’s review of the the new Banana Republic sheath dress collection by designer Roland Mouret. Always intrigued by fashion, preferring simpler silhouettes, I was intrigued by this article from a blog content writer’s viewpoint as well as from that of a would-be wardrobe connoisseur. Here’s why”

Reporter Andrea Mandell begins with testimonials – Mouret’s dresses are being worn by the likes of Jennifer Lopez, Beyonce, and Halle Berry – but goes on to assure readers that the Banana Republic versions are wallet-friendly.

“When buying products, consumers are influenced by references,” choosing products that appear to have a “higher status”, explains Professor Nienke Vlutters of the University of Twnte. In blogging for business, don’t forget to tell them “who else is doing it”!

Next, the designer himself is interviewed. He talks about his own favorite from the collection: the one-shoulder color-black dress, inspired by the one seen on Jennifer Chastain.

Customers want to buy from or work with the person who has the reputation, credibility, and knowledge of an expert, and that’s exactly the result we professional blog writers are aiming for on behalf of our business owner and professional practitioner clients.

What really gives the USA Today fashion piece its “pow!, in my opinion, is the section “Our Pick”. “We love his emphasis on sleek details such as this subtly patterned Sloan leopard panel pencil skirt…”, says Mandell.

The real blogging value gets added, I’ve always maintained, when content writers add “spin” to the information presented, basing the comments on the  business owner’s or practitioner’s own business wisdom and expertise. In other words, don’t just serve up information – add “your pick”.  Readers want to relate to you when you have knowledge AND an opinion to offer.

Interviews in a blog? Yes. Testimonials? Yes. But then, share your picks!

 

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An Email Tip Business Bloggers Can Use

Anyone involved in corporate blogging for business should read the latest e-newsletter I received from business speaker Todd Hunt.  Funny thing is, in this piece, Hunt’s not directly talking about business – or about blogging.  Instead, in this “Hunt’s Headlines”, he’s offering some tips about email. So what’s the connection?

Well, assuming you’ve got readers signed up for an RSS feed for your blog (and I certainly hope you do), and assuming you’re posting every few days (and, as a corporate blogging trainer, I certainly hope that’s true), then your most valuable readers are receiving not just occasional, but regular emails from you.

As an aside, Todd Hunt apparently agrees with the Power of One concept I teach blog content writers: focus on one central idea in each post, leaving the rest for another day. Hunt’s referring to email, but the caution is very valid for business blogs. The way he puts it is “Send separate emails, rather than bundling myriad items in one message.”

But, when you do that, Hunt points out, you need to be careful to vary the subject lines. If you don’t, you run the risk of having your client never open an email, because they believe they’ve already read that one!

Now, the first time a “stranger” arrives at your blog site through organic search (that person needs the kind of information, products, or services you offer but doesn’t yet know of you or of your business or practice), Todd Hunt’s tip won’t apply.  But for those of your loyal fans who’ve signed up for an RSS – wow! That tip could mean the difference between your business blog post getting read or having it be deleted before it’s ever been opened!

Of course, as Sharon Housley of FeedForAll reminds us, the best way to engage RSS subscribers is simply writing good stuff. “A consistent stream of original content will do well to earn subscribers’ loyalty,” she says, and “the best RSS feeds provide content that is compelling and unique.”

But, to be sure your “stuff” – all of it – gets opened, remember the Todd Hunt tip about varying the subject line!

But, to be sure your “stuff” – all of it – gets opened, remember the Todd Hunt tip about varying the subject lines!

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Help Your Blog Readers Discover Your CTAs

True to its title, Discover Magazine (one of my favorite reads) provided an exercise in “discovery”.  Inserted between the pages, in no fewer than five different spots, were postcards.  Each card offered me the chance to “discover the savings” by signing up for a subscription to the publication.

Ever on the alert for marketing concepts that might be useful for us business blog content writers, I noticed several interesting things about the Discover postcard subscription-signup strategy:

Repetition: The cards were spaced at least ten pages apart. Whether I turned out to be a systematic reader, the kind who starts at the beginning and goes through the magazine story by story, or whether I was the kind of reader who skips over the first part of the magazine to get to the stories listed on the cover, I was still going to find one of those calls to action.

Appeal to different interests: One of the cards touted “Next Gen Tech” with an eye, I imagine, to hooking younger readers. Two of the others had “skinflint appeal, promising that every new subscription would include two special issue, and that signing up now for three years could save me as much as $141.

Engagement: While a couple of the postcards were loosely inserted between pages, one was bound with the magazine, requiring me to tear it out before filling out the information.

‘“Without bombarding your audience with ‘Buy Now’s!’ and ‘Click Here’s!’’’ you can easily capture attention, drive action, engage audiences, and keep them coming back for more,” says Megan Brown of the Content Marketing Institute. How? Let them download a tutorial, fill out a lead form – in other words, do something.

Whether it’s a postcard in a magazine or a Call to Action in a business blog post, help your blog readers “discover”  you and follow your CTAs!

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