Blogging is Deep-Impact Branding: Special Guest Blog Post by Bob Chenoweth

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Bob ChenowethToday’s special guest blog post is by friend and fellow Indianapolis blog writer Bob Chenoweth, owner and principal of Chenoweth Content & Design LLC and TipTopics LLC. He serves emerging and established businesses with content, design and strategy for print, Web, email, video and social media.

Everything you do in your business will either reinforce or detract from your brand. Yes, I said everything. But to deeply imprint your competitive advantages in the minds of consumers, there is probably no communication tactic that is more effective over the long term than business blogging.

Blogging is marketing. Blogging is storytelling. Blogging is branding.

Wait a minute, you might be saying. Isn’t branding all about logos and signs and uniforms? Isn’t branding just graphic design and visual marketing? In a word: no. Here’s why: I define a healthy brand as being the trustworthy, memorable (and referable) essence of your company’s values, people and products/services. Your brand is ultimately what your consumers perceive and how they share that perception with others. That perception – that message – IS your brand. And blogging gives you the opportunity to boost your brand in the minds of both followers and finders.

Followers hang on your every word. They already know enough about you to know they should be paying attention because they will learn something along the way, even if they don’t have an immediate need for what you have to sell. Finders, on the other hand, need information or a solution now.

Followers and Finders are also, of course, consumers; and consumers are skeptics. They have objections, conscious or unconscious, stated or unstated. As a solution provider, your primary goal must be to convert the skeptical prospect into a customer by overcoming these objections and gaining trust. Blogging gives you the perfect platform to do just that. Strategically implemented and managed over time, business blogging lets you tell your story and engage in relationship-building dialogues with followers and finders. Blogging breaks down barriers. It helps you minimize and overcome objections. As your prospects drill deeper, blogging helps you elevate their perception of your brand.

Yes, blogging is marketing and blogging is storytelling. But blogging is also branding. Deep-impact branding.

Every word of this post can be of business blogging assistance to any business owner or any freelance blog writer. Sometimes , in the corporate blog writing "arena", I find that SEO marketing blogs put so much emphasis on "getting found" that they forget the "deep branding" that is a function of the blog content!  Thank you for putting the emphasis where it belongs, Bob! Content writers in Indianapolis – take heed!

   Rhoda Iisraelov

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Get Exactly What You Want with the Say It For You Magazine Challenge

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For the third blog post (in my challenge to myself to glean a week’s worth of ideas for wantSay It For You blog posts from a single magazine issue), I came across the intriguing title: “Get Exactly What You Want” on page 102 of Self magazine. The author urges readers to stop pussyfooting around and ask for what they need, suggesting the formula “May I have X because of Y?”, with an emphasis on the because. For freelance blog writers, this is a formula worth remembering

Anyone providing corporate blogging for business knows that, in blogs, the “ask” comes in the form of calls to action. Because I provide business blogging assistance to business owners and their employees, I thought this Self article was “spot on“. Whether you’re asking forgiveness, asking for a discount, a date, even a raise or promotion at work, says Self, speaking up the smart way involves offering a reason. At the City University of New York, I learned, experiment subjects were instructed to ask someone using a copy machine if they could go first.  When persons making that request offered a reason, they were given permission 94% of the time (versus only 60% of the time when they gave no explanation for why they deserved to go first).

Wouldn’t you agree this study provides a valuable insight for anyone creating an SEO marketing blog? You’re asking online readers to take action, and you’re much more likely to get that action if you provide a reason.

Often, in this Say It For You blog, I’ve discussed the importance of calls to action, whether they come in the form of asking readers to subscribe to the blog, pose a question or comment, sign up for a mailing list or newsletter, or, best of all, buy products or services. Having been exposed to the "May-I-have-X-because-of-Y” idea, I think it’s something that bears passing along to all blog content writers in Indianapolis as part of the corporate blogging training I do.

The Self article can serve as a reminder to anybody involved in a company’s SEO marketing blog – it’s simply not good enough to just ask (for the order, the subscription, etc.).  In corporate blog writing, it needs to be about them, the readers. That means the “because” needs to be presented in terms of advantage to the reader for following any call to action included by the blog content writer. Is there a lower cost for buying a product within a certain time frame?  Information that can be accessed by only those visitors who submit their email address?

Get exactly what you want (the chance to convert visitors into clients and customers) by giving online searchers a reason to do business with you!


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More Say It For You Magazine Challenge Ideas

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Continuing my challenge to myself to find at least one week’s worth of ideas for Say It For You blog posts in a single magazine issue, I continued browsing through the August issue of Self. ( As an Indianapolis blog writer, I offered the magazine challenge to all content writers in Indianapolis as part of giving business blogging assistance.)

SIFY readers – as you read this, be thinking about a magazine you can use to respond to my challenge.  Come up with three different blog post ideas, all out of a single issue of a magazine of your choice. Select articles which trigger ideas for you to blog about your business – what you sell, what you know, what you believe, and what you know how to do.

If you do corporate blogging for business, send me a link to at least one of the blog posts you write which was triggered by a magazine article.  If you are not blogging, email me a blog post, and I will publish it here on blog.sayitforyou.net.

The second article I found was “How Do I Wear That?”  As a ghost blogger who offersstyle training sessions in business blog writing, I found two important qualities in this article that I think blog content writers ought to emulate:

The article was written in question/answer format, first describing a “style dilemma”, then offering a “self-solution”. In other words, the article offered valuable information (in this case from fashion experts) which readers could use without having to buy anything. Nevertheless Self’s style expert was very obviously there to sell stuff, because, under each self-solution, there appears a list of pants, dresses, shoes, and bags that can be purchased in order to implement the solution, along with a listing of stores that carry them!

SEO marketing blog content writers need not apologize for connecting their content to solutions offered by the blog’s sponsoring company, so long as there is information offered that does not entail a purchase.  

The questions are written from the reader’s viewpoint. “I want to try faux fur, but I worry that it will overwhelm me.” The “solutions” are written in first person: “My buying tip: The more subtle the gradations in the color, the more real your fur looks.” Reading the piece, I felt fashion director Metzner was talking just to me!

Effective writing for business is very much a matter of tone. That very personal, conversational, “just between us” tone is exactly the one for which every blog content writer should be trying to incorporate in writing for business!

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Say It For You Issues Magazine Challenge to All Blog Content Writers

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Self magazineSitting in the Minneapolis airport during a two hour layover between flights, I decided to challenge myself to find at least one week’s worth of ideas for Say It For You blog posts in a single magazine issue.  I planned to use this idea for myself as a freelance blog writer, and then for corporate blogging training sessions. After browsing the shelves, I chose the August issue of Self.

Why that choice? Well, one idea-generating technique I like to recommend to novice blog content writers in Indianapolis is lists. Lists are often overused, yet they represent a good way to organize content, and the cover of Self caught my attention with no fewer than five examples of the technique:

  • 1,007 freebies for you inside
  • 1 easy move to slim all over
  • 7 new ways to wear your hair
  • Showy summer cocktails – 97 calories. Yum!
  • 10 tips from The Biggest Loser Show Alison Sweeney

(What series of helpful hints can YOU offer online visitors in your corporate blogging for business?  Think “Ways to…”, “Tips for…”, “New ideas for….”  “Things to avoid…”.)

For example, on Page 114 of the Self magazine, I found an interesting article called “Pretty Your Way”.  “Let’s face it.  What looks gorgeous on the runway doesn’t always work in real life,” the article begins. As a professional ghost blogger offering business blogging assistance, reading that article made me think there’s a parallel to be drawn with traditional websites and blogs. Not every bit of content appropriate for a company’s website is necessarily the kind of content most appropriate for their SEO marketing blog.

Writing for business in blog posts is more conversational and less formal.  Those providing blog writing services need to include more usable advice, with more about the core beliefs of the business owners, more “how to” and less “we do” than the website might include. Of course, the content for both website and blog posts musts be in a style best suited to the target audience and comfort level.

What magazine will you choose as a source of blogging ideas? I challenge you to let me know which and why… Remember: the challenge is to choose at least three articles from the same magazine and use each article as an idea "trigger" for business blog writing.



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“Blue” Great Example of More This, Less That in Corporate Blog Writing

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Immediately after completing my Say It For You blog post based on “More This, Less That” indog food the Readers Digest, I actually found a two-page advertorial by BlUE dog food that illustrates many of the points I made about healthful additions and subtractions in blog writing for business.

One recommendation I’d made to blog content writers in Indianapolis was more care, less scare. (More “we believe”, less “we offer”.) Why does BLUE pet food use only high-quality ingredients? …"because we think of our pets as family members".

I’d recommended as part of business blogging training, using more examples, fewer claims. The BLUE advertorial lists the ingredients dog owners should look for and why:  Real meat to provide proteins for growth and muscle maintenance, whole grains for energy, and fruits and vegetables for antioxidants, vitamins and minerals. Rather than boasting about its own products, BLUE offers a checklist pet owners can use when comparing brands. Blog content writing can be at its best providing practical, usable information to online visitors.

I’d recommended “a liberal sprinkling of testimonials and anecdotes” for use in corporate blog writing. BLUE quotes one of their customers: “I didn’t want my boy eating chicken by-product meal. That’s why I switched him to BLUE.”

I must admit that “my boy” seems a bit overdone for my taste (I’m not a dog owner), but maybe not.  The point is, blogging for business had better be taken personally, and using testimonials and anecdotes are one way to help SEO marketing blogs stay personal, real and down to earth. 
 

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