Business Blogging – Staying Silent is the Wrong Choice

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“The COVID19 pandemic has put much of the world on pause. Blogging shouldn’t be one of them, writes Manish Dudharejia in the Search Engine Journal. Staying slilent is the wrong choice. Dudharejia names several reasons why:

  • People are on their digital devices more than ever now.
  • You have an opportunity to produce messaging that is not about anxiety-inducing topics.
  • You have the chance to discuss what your brand is doing to keep people safe.
  • Continuous communication and support builds customer trust and loyalty.
  • You have the chance to gain followers, even if they are not yet buyers.

“Customers want to know that you are surviving this new normal with them, so taking your customers along for the ride through various outlets of online marketing will ensure you have the support to get to and through these difficult times,” explains Makenzie Walker of topfloortech.com. “Positivity and reassurance are a business’ best friends,” Walker adds.

As a business owner myself, I loved the viewpoint of Karen Lombardo of Put Another Way.
Sales mentality, she says, can be divided into two categories: farming and hunting. Hunters find opportunities to close business; farmers engage with clients and forge and strengthen relationships. “The hat to wear in today’s environment,” Lombardo advises, “is the farmer.” Consistent communication is key right now. You have valuable knowledge and expertise. Put it out there, she says.

Way back in 2009, Tony Fannin, president of BE Branded, commented on the fact that in the economic environment of that time, businesses were cutting back their marketing and advertising. In effect what those business owners were saying, Fannin quipped, is “Let’s put less gas in the car so we can drive further and save money!” Without consistent reminders, brands are easily forgotten, he warned.

At Say It For You, we’re acutely conscious of the fact that it’s never been more important for brands to show purpose, going from information-dispensing to offering perspective on issues related to both the search topic and the times in which we’re living.

“May you live in interesting times” is a translation of a traditional Chinese curse, and we are certainly living in interesting times now. One thing’s for certain when it comes to business blogging – staying silent is the wrong choice!

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The Right Words Resonate With Blog Readers

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sticky words om blogs

Finding word combinations that resonate with blog readers is a big part of the challenge involved in blog content writing. Reading through my issue of the Hamilton Country Business Magazine this month, I found two perfect examples of stick-in-the-mind phrases, both in a feature story about the Grindstone Public House:

1. Restauranteur Blake Fogelsong is explaining that his company’s staying power is due to the fact that they own and develop many of their properties: “It’s a lot more beneficial in the long term for a healthy restaurant if you have a mortgage instead of a lease.”

“Sticky words” do not need to be slogan-like. What makes the mortgage-instead-of-a-lease memorable is that it forces the reader to think, introducing an idea that the mind needs a moment to “figure out”.

2. “The history of the building just felt like a Public House, which is a community gathering place. We wanted to convey a sense of both contemporary and comfort, while also giving a nod to Noblesville’s past”.

One element of the second quote is alliteration, which uses the power of similar sounds to grab attention (contemporary and comfort). In addition, the two elements mentioned, contemporary and comfort, don’t normally go together, and pairing them captures interest.

“Stories are memorable, easily shared, and inspire action, Jeremy Porter Communications teaches. In fact, one big, big part of providing business blogging assistance is helping business owners formulate stories. The “Three Generations of Fogelsongs” article in the Hamilton County Business Magazine is especially appealing and powerful because Fogelsong tells his own story:

“When I was in kindergarten at Noblesville, they asked us what we wanted to be when we grew    up. I simply drew a photo of me working at all the restaurants…I
think just growing up in this business, working with my dad when I was younger,
led to a love to take of people and hospitality.”

Sticky words and stories resonate with blog readers!

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In Blogging for Business, Trivia is Hardly Trivial

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When it comes to blogging for business, trivia is hardly a trivial matter. There are four basic ways in which trivia can be used as blog content writing tools:

  • defining basic terminology
  • sparking curiosity about the subject
  • putting modern-day practices and beliefs into perspective
  • explaining why the business owner or practitioner chooses to operate in a certain way

Albert Jack’s book, Red Herrings & White Elephants, traces the origins of phrases we use every day. (In this post, I’m going to suggest ways in which different types of businesses or practices might use pieces of trivia, but I challenge content writers to come up with their own ideas as well.) Needless to say, finding ideas for blog posts isn’t all about trivia – the trivia are just jumping-off points for the message.

If something “goes by the board”, it means it is cast aside and lost. On the old wooden ships, author Jack explains, the “board” was the side of the boat, and anything falling off the ship and lost forever had “gone by the board”.
This idiom is perfect for the blog content of any practice or business that wants to emphasize its attention to detail, showing how they make sure to clean up after the job and tie up all the “loose ends”.

To “have someone over a barrel” means that person is at the mercy of third parties and cannot change the circumstances surrounding them. The saying originated in medieval Britain, where it was standard practice to drape a drowning person face down over a barrel to try to clear their lungs of water. Since the victim was totally reliant on other people to determine their fate, when you are “over a barrel” you feel helpless to improve your situation.
This saying would be perfect for a personal injury attorney fighting for people who have been wronged by others, or perhaps for a financial advisor who helps people gain control over their debts.

A “dark horse” is something of unknown quantity or somebody whose abilities are not yet fully known but soon will be. The expression comes from the novel The Young Duke, published in 1831, in which the two favorites in a horse race are beaten by a a relatively unknown third horse.
One obvious application for this expression would be an investment company blog, but the concept could apply to the employee training and hiring field as well.

To “keep something at bay”, such as danger or illness, means to fend it off. In ancient times, Jack explains, the bay tree was thought to posses protective powers.
As a content writer, I can see this expression being used for a blog on healthy lifestyles (Vitamins? Cooking? Exercise?).

Fact is, when I’m offering business blogging assistance, I talk about the need to create as much fresh material as possible. In blogs, content needs to inform, educate, and entertain. While trivia may be just one of many tools content writers can use to introduce interest and variety, I’ve found that trivia are hardly “trivial” when it comes to blog marketing!.

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Best Blog Content Writers Read Around and Toggle

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“Dreams, I’m convinced, are just one more dimension of our minds,” writes Sylvia Browne in her best-seller, Book of Dreams...

At Say It For You, I teach the principle of “reading around” in order to attain “go-to industry authority”.  In fact, I stress, business bloggers are going to need to spend at least as much time reading as writing. Even after almost a decade and a half creating blog content for business owners and practitioners, I continue to need to keep up on what others are saying on the topic, what’s in the news, and what problems and questions have been surfacing that relate to what my client sells and what it does for its clients. At least half the time that goes into creating a post is reading/research/thinking time, I’ve found. The writing part can flow only after prep time is complete.

Just last month, I quoted Carina Rampell of the Content Marketing Institute, who explains that our reading needn’t be limited to the subject of our blog content.  Poetry, she explains, can teach us clarity and precision, while the classics can teach us compelling storytelling structure. Browsing through the Sylvia Browne book on dream interpretation (hardly my usual choice of reading topic!) made me realize the truth of Rampell’s statement that “reading helps us get away from our subject or product expertise and unlock our creativity”.  

Every dream experience, Browne posits, is one of five kinds:
  • the prophetic dream
  • the release dream
  • the wish dream
  • the information or problem-solving dream
  • astral visits
“Knowing what type of dream I’m trying to interpret, Browne explains, “is always my first step in unlocking its mysteries.”

Business blog posts also come in different varieties.  From the content writers’ point of view, I’s generally a good idea to toggle back and forth among those varieties over time, keeping returning visitors engaged, but also in order to appeal to different types of reader. There are “how-to” tutorial posts, resources and link lists, reviews, opinion pieces, interviews, case studies, breaking news, and personal story posts. But, precisely as Sylvia Browne observes, knowing what type of post you are presenting helps unlock its “success”.

The best blog content writers have learned to read around and then – toggle among the types!
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Horseback Riding Lessons for Blog Content Writers

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“Like any sport or dedicated hobby, there are bigger life lessons to take away than simply the information or skills necessary to participate,” writes horseback riding fan Sarah Faulkner in bizjournals.com. Faulkner lists four lessons leaders can take from equestrians, each of which I believe can be valuable to us blog content writing professionals:
Look where you want to go.
As a leader you must have a well-defined vision and be able to clearly communicate it.
One concept I emphasize in corporate blogging training sessions is that focusing on main themes helps blog posts stay smaller and lighter in scale than the more permanent content on the typical corporate website. The posts fit together into an overall business blog marketing strategy through “leitmotifs”, or recurring themes. These themes tie together different product or service descriptions, different statistics, and different opinion pieces., but there should be little doubt of the main direction in which you “want to go”.
Communicate clearly, consistently, and confidently.
Reinforce verbal with physical commands, but do not give mixed messages.
Even while letting readers see your own “humanity”, keep your blog content well-organized and well-written to convey a feeling of being in control. Maintaining a consistent schedule of posting sends a reassuring message to readers.

Sense and respond to cues.
As a leader, you need to sense and respond to market forces such as trends and competition.
As I teach at Say It For You, blog content writers must develop “peripheral vision”, being aware of what competitors are doing and working to stay just one step ahead of them.
Tack up your own mount. 
Be willing to get into the details, keeping informed on the numbers and fundamentals of your business.
Successful blogging for business is all about detail.  Corporate websites provide basic information about a company’s products or a professional’s services, but the business blog content is there to attach a “face” and lend a “voice” to that information by filling in the finer details.  In horse shows, I learned, there are two aspects to winning medals – equitation and pleasure. Equitation refers to the skill and posture of the rider; pleasure refers to the horse’s looks and control.  To succeed in blog marketing, content writers must be willing to get into the details – navigation, search engine optimization, visuals, vocabulary.

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