Practical Plan for Quilters Words for Blog Content Writers as Well

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Quilt with Fan of BlocksPlan. Shop. Cut. Sew.  These are the four steps in a practical plan McCall gives quilters.

  • Plan. That’s the real secret behind corporate blog writing sustainability. At the very outset of the blogging initiative, define a few basic “leitmotifs” or themes to form the backbone of your writing, including beliefs you hold about your industry that you think are important to convey to readers, and specific ways you successfully serve customers and clients.
  • Shop. Then, to help you flesh out these themes on an ongoing basis, one truly practical planning tip is to keep a blog idea file, online or in a paper folder. In this folder would go articles you cut out of newspapers or magazines (I’ve used just such a one in today’s Say It For You post), notes on ideas gleaned from a seminar, radio, blogs and book. Ideas are everywhere – you simply need to stay in “shopping mode”.
  • Cut.  “If your copy tells too many irrelevant stories, you will lose your prospects’ attention and interest,” fellow blogger Michel Fortin reminds us. And, whether you happen to be a freelance blog writer like me or are blogging for your own business, it’s clear that blog posts have a simple advantage over more static traditional website copy.  While each post should have a razor-sharp focus on just one story, one idea, one aspect of your business or your professional practice, there’s no need to toss those extra pieces of “material“ – simply save them for another post.
  • Sew.  Writing blog content to help market a business or professional practice is very much like sewing the small, different colored squares of a quilt together into one sustained, coherent thing of beauty. First of all, the pattern is varied, yet repeating.  Remember, the more frequently your content mentions the keywords and phrases that are relevant to your business, the better your chances of your site being found for those very phrases. Maybe even more important, a business blog, consists of many, many posts spread out over a long period of time, clarifying, adding, proving, restating, giving examples, testimonials, and stories, building belief piece by piece.

McCall’s  practical plan for quilters works for blog content writers as well!

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Smaller Targets, Better Hits in Blogging for Business

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Smaller target“No business can be all things to all people. The more narrowly you can define your target
market, the better,” according to Entrepreneur. com. “Rather than creating a niche, many
entrepreneurs make the mistake of falling into the ‘all over the map’ trap”, ” the authors continue.
In fact, they advise, these days the trend is toward smaller niches.

In a way, business blogs are the perfect marketing tool for niche markets. Remember that  you, the business owner, are not going out to find customer through your blog content. Blogs
work the other way around, through “pull marketing”. The people who find your blog are those  who are already online looking for information, products, or services that relate to what you
know, what you have, and what you do!

The other day I came across an excellent example of targeting a niche within a niche. AARP
Magazine had a full page article called “In Your 50s: 3 Supplements to Take Now”. Just think
about that for a moment. AARP is an organization for seniors, and today their magazine is
enjoyed by readers in their 60s, 70s, 80s, and 90s, not just their 50s. But in that issue, the focus
was on one niche within their readership.

Do you suppose the AARP editors worried about “turning off” the other 4/5 of their reader
demographic? Not at all. Those readers will expect to have their needs discussed in another
issue of the magazine.

In fact, that’s what I love most about blogging as a communications channel. Each post
can have a razor-sharp focus on just one story, one idea, one aspect of your business.
Other important things you want to discuss? Other segments of your market you want to
address? There will always be later blog posts!

Blogs are smaller, shorter and more centered around just one idea than e-zines or newsletters
or even web page content. And blog posts will stick around forever. Blogs can link to other blogs
and web sites, turning mini-power into maxi-power, and increasing exposure to the search
engines.

In darts, narrowing the target would make it harder to hit. In blogging for business, smaller targets can make for better “hits”!

 

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Blog Three Times the Potassium of a Banana

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バナナ　カットフルーツDave Cook, fellow member in one of my early morning business networking groups, was telling us about a nutrition product he represents that’s made out of moringa leaves. Listening to him, I was sure he’s been reading my blog posts about putting statistics into perspective for readers.

Moringa leaves, I learned, have 4x the calcium of milk, 3x the potassium of bananas, 2x the protein of yogurt, 4x the Vitamin A of carrots, and 7x the Vitamin C of oranges. There were other statistics (the product contains 46 antioxidants, 36 anti-inflammatories, Omegas 3, 6, and 9.)

It wasn’t so much the numbers that were packing the punch in these claims, I realized, but the comparisons with things already familiar to readers. My networking friend is not a blogger, but because he made those comparisons in his presentation to our group, everybody was able to relate to what he was saying.

We business bloggers are, in a very real way, interpreters. Effective blog posts, I teach, must go from information-dispensing to offering perspective.  Before a reader even has time to ask “So what?” we need to be ready with an answer that makes sense in terms with which readers are familiar. I call it blogging new knowledge on things readers already know.

Later that day, I heard the Dean of Butler College of Business use numbers in his talk to parents of prospective Butler scholarship students who were visiting to check out our campus. He began with zero (number of graduate teaching assistants that lecture in College of Bus. classrooms), and worked up through average class size (29) to the number 94 (% placement rate after graduation).

There are several strategic ways to use numbers to educate your blog readers and demonstrate your own expertise, I teach. 

  • Numbers help debunk myths. If there’s some false impression people seem to have relating to your field or your product – bring on the numbers to prove how things really are.
  • Statistics can provide factual proof, by showing the extent of the problem your product or service helps solve.

Does your blog post have three times the potassium of a banana?

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Serving Up Different Varieties of Posts in Your Business Blog

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I don’t know about keeping up with the Heinz 57 standard, but business blog posts do come in different varieties. It’s generally a Close-up of old armaments in male handsgood idea to toggle back and forth among those varieties over time, just to keep repeat visitors engaged (and yourself from getting bored).

Rich Brooks of socialmediaexaminer.com certainly concurs.  In fact, Brooks suggests blog content writers add some of the following “arrows” to their blogging “quiver”:

  • How-to’s and tutorials
  • Resources and link lists
  • Cheat sheets
  • To-do’s
  • Reviews
  • Controversial posts
  • Interviews
  • Series
  • Case studies
  • Stats
  • Daily roundups
  • Breaking news
  • Personal stories

Rather than asking yourself, each time you’re ready to blog, “Now, which variety should I use today?”, I teach newbie content providers, the blog posts for any company, professional practice, or organization can be planned around key themes.  Those themes are fixed ideas that form the basis for blog posts.  Then, what you’re doing in any one post is filling in new details, examples, and illustrations. Having this “quiver” of formats from which to select a style that fits then becomes quite a help for any business blogger.

The other thing about having a variety is that (as I know from having been a teacher for many years), readers have different learning styles and different preferences.  That’s why it’s such a good idea for marketing blogs to use a variety of styles and materials.

Have YOU other “arrows” to contribute to our collective blog writers’ quiver?

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Why Business Owners’ Blogger-Won’t-Sound-Like-Me Excuse Won’t Fly

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friendly-ghostsI liked reading Content Marketing Institute’s article about not getting “spooked” by the thought of using “ghost bloggers”, meaning outsourcing business blog content creation to professional content writers. (Sure, I have skin in that game, but I thought the author fairly represented both the question that might arise and the answer to it.)

The concern: “It won’t sound like us” (like myself or like my company or practice).  Companies are making great efforts to express their personal brand, explains Content Marketing Institute’s Linda Dessau, and they want to make sure the copy is an authentic express of not just their ideas, but their tone of voice, vocabulary, and personality.

Dessau’s answer: “Ideally, the ghost blogging process includes a conversation between the author and the ghost blogger. By transcribing and/or recording this interview, the writer can retain not only all of the nuggets of wisdom, but the language and personality of the subject matter expert.”

Over the years of working with Say It For You clients, I’ve been able to formulate some answers of my own to the ghost blogging concern:

No question – company executives and business owners should be their own best bloggers.  After all, they understand their companies or their practices and are passionate about them, two important requisites for great blogging for business. But, while that’s the theory, in practice that almost never happens.  Why?

1. No time: They’re too busy. Just about everyone in the company already has a lot to do. Keeping up with writing blog posts is just too overwhelming.

2. No discipline (not for writing, anyway): Not everyone enjoys writing and not everyone, therefore, keeps blogging at the top of the priority list.

3. No skills: Although business owners and execs may be highly effective communicators in meetings, often they lack the writing and  computer skills to create an ongoing, effective blog.

We ghost bloggers do something more, I believe, than just “filling in” these “no time, no discipline, no skill” gaps. In one of the earliest books I ever read about blogging, “What No One Ever Tells You About Blogging and Podcasting”, Mikal Belicove stresses that content writers help their clients “jump-start the process by articulating their thoughts and ideas.”

In other words, Belicove emphasizes, a professional ghost blogger adds a lot more to the mix than just labor.  “He or she provides insight and clarity in taking ideas from a rough format and working them into a post that makes sense and has value.”

As one Say It For You client put it, “Say It For You helped me, a numbers guy, put into words what I knew in my heart but couldn’t verbalize.

Could it be that, when the process is working well, we ghost bloggers can sound more like the business owner than the business owner him or herself!

 

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