Business Blogging May Not Take a Village, But it Does Take a Team

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teamwork
Even after playing together for more than fifty years (I learned from Steve & Jack’s Home News), the Rolling Stones musicians still understand the value of practicing together, committing to two months of rehearsal before every tour. Why? Practicing together helps them reconnect with each other’s rhythm and understand each member’s distinctive roles.

Running a business blog takes commitment and teamwork as well. In fact, as we Say It For You blog content writers embark on our 13th year, one thing continues to become clear: Whenever things do not work out as planned, it almost always has to do with lack of coordination among the team members:

  • the blog writer
  • the webmaster
  • the business owner or practitioner
  • the staff of the client’s business or practice

As blog content writers, we are interpreters. Effective blog posts must go from information-dispensing to offering the business owner’s (or the professional’s, or the organizational executive’s) unique perspective on issues related to the search topic.

What that means is that owners and professional practitioners have got to be involved in the process of producing content, even after they’ve engaged our services; they can’t “go to sleep” and cede control of the creative process to us. The webmaster has to work together with the blog writer to provide the optimization and analysis that make the content “work”. The front-line employees who deal with the customers daily must be involved.

Hiring professional bloggers is not a “wake me up when it’s over” proposition – just as is true of the Rolling Stones, reconnecting with each other’s knowledge and rhythm is what makes the material come to life. Not only should there be periodic team meetings to discuss content, it is not a good idea for me and my team to take on writing assignments without insisting the business also invest in properly designed landing pages and website optimization. When blog writing is not coordinated with email and social media the results are simply not likely to be what the business owner expects.

Business blogging may not take a village, but it certainly does take a team!

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Triggering Trivia in Business Blogs

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Modern technology has made it possible to find and share fascinating information, explains Alex Palmer in the delightful little book Alternative Facts. Of the 200 entries in the collection, about one-third are “true-ish” rather than true, and readers are invited to guess which those are, with answers found at the back of the book.

Trivia in general, I’ve long maintained, represent useful tools for blog content writers. In addition to adding some fun to the discussion of a topic, trivia can be used in business blogs in at least four different ways:

1. defining basic terminology
2. sparking curiosity about the subject
3. putting modern-day practices and beliefs into historical perspective
4. explaining why the business owner/practitioner chooses to operate in a certain way

Of course, stocking up on ideas for future blog posts isn’t all about trivia, as I explain to newbie blog content writers. The trivia tidbit is just the jump-off point for the message.

Here are eight facts, culled from Palmer’s book, that illustrate the value of “triggering” the discussion of a subject using a piece of trivia and relating it to the sponsor of the blog:

Who might use each of these tidbits in their blog?

1. Chewing your food longer can help you lose weight.
(weight loss advisor, spa, health provider, health food store) ,:

2. Of all creatures, moths have the strongest sense of hearing.
(audiologist, hearing aid company)

3. Americans are the only people who label pencils No. 2.
(private school, tutoring center, office supply store)

4. Warner Music Group owns the rights to the lyrics of “Happy Birthday”, and earns royalties on every use of the song on film, on TV, or in a public performance.
(patent attorney, birthday party organizer, party favor store, child care center)

5. William Shakespeare wore one gold earring.
(jeweler, fashion advisor, salon)

6. The bathroom scene in Alfred Hitchcock’s “Psycho” was the first time a toilet was flushed on screen.
(plumbing supply store, plumber, home builder, realtor)

7. The oldest preserved human body in the world was covered in tattoos.
(tattoo parlor, salon, spa)

8. Being double-jointed is something a person is born with.

(dance studio, exercise coach, dance equipment or exercise equipment provider)

For blog content writers, adding fun and interest to blog posts might be a “trivial” matter!

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Tell-Me-How Blogs

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Readers Digest is obviously aware of a certain not-so-secret secret: Useful, everyday advice hits the spot with readers. The Digest “tips” are meant to apply to a broad range of consumers and describe easy-to-implement “fixes” and processes, including:

  • Clever uses – for ammonia, vinegar, club soda, aluminum foil, apples, you name it…
  • Safety mistakes to avoid – ignoring a burning smell in your microwave, letting your dog drink water from the Christmas tree stand, blaming heart pain on indigestion…
  • Ways to be more eco-friendly: use recycled gift wrap and LED lighting….
  • Myths you need to stop believing: about cell phone batteries, thermostat settings, Google maps

One form of intelligent reader-attracting article is the technical how to, explains Neil Patel in an Inc.com article on blog content writing. “This kind of article is very straightforward. You simply explain, step by step, how to do something. In every niche, there are certain activities, processes, or techniques that people do. When you explain how to do those things, you gain the attention of deliberate and smart people who want to learn.”

“Does your advice stick?” is a question Moira Somers asks financial planners, explaining that the field of adherence research explores why people follow – or often don’t follow – advice. Key advice-giving “sins”, the author explains, include:

  • using incomprehensible jargon
    disregarding the emotional side of the client experience
    take a judgment-laden stance towards clients

Of course, in the case of the to-dos offered in Readers Digest, “compliance” is not an issue – the advice is “down-home” and applicable to a broad range of readers. The lesson, though, for us blog content writing professionals, is that we should follow the KISS principle, breaking technical information into bite-sized pieces, while basing our content choices on an understanding of our target readership’s needs.

Useful, everyday advice has an excellent chance of hitting the spot with readers!
.

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Frame Around What They Can DO

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The term “framing” comes from behavioral science, which teaches that people decide on options based on whether an option is presented with positive or negative connotations. Certain features of a topic can be emphasized more than others through framing. For us business blog content writers, it’s important to remember that every choice of words we make involves framing. Our goal is positioning our story in a way that our audience can focus on and respect.

At a recent Financial Planning Association meeting, Victor Ricciardi, author of a book about the psychology of client communications, offered a piece of advice about framing for financial advisors, advice that we blog content writers can put to good use. When talking about retirement income, Ricciardi said, “link your discussion to what clients will be able to DO or BUY with that income”. Too many retirement planning discussions, he observed, center around number of dollars that will be needed to carry the client through retirement. Such discussions are merely arithmetic, the social scientist pointed out, and they do not carry enough emotional impact to compel action.

When you’re composing business blog content, I tell writers, imagine readers asking themselves – “How will I use the product (or service)?” “How will it work?” “How will I feel?” Our job as content writers: empathize with their pain or challenge, help them envision a good result. Rarely is it that readers find your blog based on a search for your brand. They think about what they want. The blog must do more than convey the fact that you can fulfill their need. You must give online searchers a “feel” for the desired outcomes of using your products and services.

“Customers are buying the experiences they get from the products and services they purchase, midwestmarketingllc.com points out. That’s why framing is so important in blog content writing, we teach at Say It For You. Help readers envision the sense of accomplishment and fulfillment that awaits. Frame around what they will be able to DO!

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Framing the Facts in Blog Marketing

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For us business blog content writers, it’s important to remember that every choice of words we make involves framing. Our goal is positioning our story in a way that our audience can focus on and respect.

Blog readers need to perceive a business owner or professional practitioner as an expert, I teach at Say It For You.  For that to happen, I believe, the blog needs to deliver more than information (facts, statistics, features, and benefits) and even more than instruction and advice. It needs a firm perspective or “frame”.

The term “framing” comes from behavioral science, which teaches that people decide on options based on whether an option is presented with positive or negative connotations. Certain features of a topic can be emphasized more than others through framing. For example, is a choice presented as a loss or as a gain? (“Prospect theory” indicates that people are loss-averse, disliking losses even more than they like gains.)

Even a slight alteration to the way something is presented can result in a completely different response or decision, the authors of the digitalalchemy.global blog explain. There are four main types of frames used in marketing, they add:

  1. Gain: This approach highlights all the potential benefits of using the product or service.
  2. Loss: This approach highlights all the benefits the reader “stands to “lose out on” by choosing not to use the product or service.
  3. Emotion: This approach stresses how using the product or service will make the reader feel.
  4. Statistical: This approach stresses the number of people using and endorsing the product or service.

Framing also means casting a potentially negative fact about your product or service into a positive light, Gerald Hanks teaches in Chron. At Say It For You, we know that “framing” responses to bad publicity is a valuable use for a blog. I call it “controlling your own journalistic slant”. Through putting their own “spin” on reports about their company, business owners can exercise control over the way the public perceives any negative developments. The blog can also correct any inaccurate press statements.

Does framing border on exaggeration and even dishonesty? Certainly it can, and those are effects we blog marketers must work hard to avoid. After all, we’re trying to build trust, and it’s crucial that we be factually correct in describing the extent to which our products and services can be of help.

At the same time, there is an ocean of information sources, and our blog readers are looking to us for a firm perspective or “framework” with which they can filter, understand and use the information for their own benefit.

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