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Blog to Show Both Sides of an Issue

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  • two sides of an issue
    Are the oldest fossils really rocks?
    Is insomnia always dangerous?
    Is nervousness natural and healthy?
    Is eating potatoes as bad for teens as digital technology?

These are just a few of the debatable topics covered in recent issues of both Psychology Today and Prevention Guide. But whether the topic of your own blog marketing efforts is health or geology, the blog content itself, I teach at Say It For You, needs to use opinion to clarify what differentiates your business, your organization or professional practice from its peers.

Often, when I’m tutoring students at the Ivy Tech Learning Center, they will have been assigned
an “argument essay”. After selecting and researching a topic, the idea is that the students must present differing viewpoints, selecting the one they are out to “prove” is correct. Still, the finished essay must reflect both sides of the “argument”.

The same model holds true for business blog posts, I believe. It’s a good idea to offer perspective on different points of view when it comes to an issue within your industry or profession, explaining why you support one of the different possible approaches.

Last year, in fact, I titled one of my own blog posts “New Blogging Means Being Controversial”. The concept is that you can increase traffic and build engagement with controversial content, so long as your point of view is backed up with data – and, so long as you present arguments for both sides.

Of course, a big part of the “both sides” thing has to do with your target audience, I explain to blog content writers. More than ten years ago, I wrote about an article I’d read about the Alice Cooper rock music group, which (at least for back then) was sort of “over the top”, with electric chairs, fake blood, and a boa constrictor all part of the act. The author made the point that Alice Copper was focusing on the kids, using the principle “if the parents hate it, the kids will love it.”

So, yes, in your marketing blog, speak to both sides of an issue. Having done that, however, do all you can to speak to “your” side, and “your” target readers.

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The Short Tale of Long-Tailing it in Blogging for Business

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  1. long tail keywords

In the animal world, fellow Mensan Bob Truett pointed out, there are several purposes for tails, including:

  • balance (as the animal climbs)
  • temperature control (for cover in the cold, for fanning in the heat)
  • defense (to swat enemies o
  • social purposes (dogs wagging their tails)

In the internet world, the concept of the “long tail” is based on the fact that when searchers type in very specific, three-to-four word phrases to describe what they want, those searchers are more likely to convert (to become buyers). The term “long tail keyword” itself comes from the 2006 book The Long Tail by Chris Anderson, which talks about niche marketing. The author explains that in brick and mortar stores, there is only so much shelf space, so marketers need to focus on their most popular products. On the internet, in contrast, where there is unlimited “space”, selling in relatively small quantities to people who want specific products, becomes eminently feasible. In fact, Neil Patel (one of my own go-to authorities) asserts, “The longer the keyword, the easier it is for you to rank well with that keyword.”

Winning search should not be the only goal. Business owners and practitioners who make the commitment to give blog marketing a spot in their overall business strategy stand to reap three types of benefits:

  1. The promotional benefit (the blog helps get customers excited enough to choose you over the competition).
  2. The credibility benefit (the blog demonstrates that you’re interested in using the latest tools to communicate with customers – you’re “in the game”).
  3. The training benefit (as you review the benefits of your own products and services and develop new ideas, you’re constantly learning to talk effectively about your business).

Long-tailing it is no shortcut to success, a thought I often share with blog content writers in this Say It For You blog. But, just as tails serve many functions in the animal world, blogging for business can add balance, grasp, defense, and social purpose in the world of the internet.

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Language That Leaves Foreigners Puzzled Can Be Perfect for Business Blogs

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“If you grow up hearing certain expressions or phrases all the time, it can be easy to overlook how weird they actually are,” Alex Palmer writes in my favorite online mag, Mental Floss. “Americanisms” are sayings we take for granted, but often don’t realize they make no sense to foreigners.

Just a few of the phrases so far removed from their original meanings, (but which we Americans understand perfectly) include:

  • “Scoot over!”
  • “Break a leg!”
  • “Not a big fan…”
  • “Break this bill for me”
  • “Don’t be such a wet blanket!”
  • “He’s a keeper!”
  • “That’s right up my alley.”
  • “Spill the beans!”

Foreigners don’t share Americans’ cultural memories and understandings. Hearing that Michael had been assigned the graveyard shift, a foreigner might think he had gotten a job at the cemetery. And, since American football is barely followed outside this country, a foreigner would have no idea what the expression “Monday morning quarterback” means.

As a blog content writer, though, I have a different take on this very “outsider puzzlement”. I think it can be turned to our advantage, letting readers feel they have “insider” status with our products and with our company or professional practice. How so? By using an allusion to something people already know, we can clarify our own message while letting those readers feel like “members of our inner circle”. Even if only some of that audience understands some “cultural allusion” we’ve made, that can help those readers bond with us.

My own broader observation, based on working with Say It For You blogging clients from many different industries and professions, is that it’s a challenge to find the precise style of communication that will best connect with target readers. Yes, you want to avoid anything that is a barrier to understanding. At the same time, in blogging for business, language that leaves foreigners puzzled can leave readers feel right at home!

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Educating Wasps and Readers

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Not only are wasps smart, but they might also be even better at deducing logic than some humans, recent research at the University of Michigan reveals. The intriguing experiment involved educating wasps on the sequence of five colors assigned an alphabetical hierarchy by the researchers, and to avoid an electric shock, the wasps needed to learn which of two colors was “better”.

The kind of “reasoning” required of the insects is known as “transitive inference”, in which the insect need to take two separate pieces of information and draw conclusions. How did that work? One the wasps understood that colors higher up in the letter ranking were associated with the shock (choosing B over D or A over E avoided a shock), they needed to extrapolate that knowledge and apply it to other pairs of letters.

As a blog content writer, I was very interested in this quirky piece of Mental Floss content on several counts. At Say It For You, I often remark that in blogging for business, teaching is the new selling. Since customers have access to so much information, they want to know that you and your organization have something new to teach them. Even more important, you need to help readers absorb, buy into, and use the information you provide through your blog. Given the lack of time and the enormous competition for eyeballs, business bloggers need to help readers do that “transitive inference” bit, showing them ways in which individual pieces of information are related, perhaps in ways they hadn’t considered.

The report on the wasp-teaching experiment triggered a memory I have about a visit ten years ago to an indoor golf training center. Computer simulation technology was used to allow a player to consistently hit the ball straight. In contrast with traditional golf instruction’s focus on correcting a player’s faults and weaknesses, this training focused on having the student experience success. Compared to setting the learner up to learn through “transitive inference”, this style of teaching focused on offering a glimpse of a successful end result. 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?” In your content, I teach, empathize with readers’ pain or problem, but give them a vision of a feel-better result.

There’s a lot to be gleaned from the teaching of wasps in teaching blog readers!

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Please Stop Blogging the Same Story

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storytelling in blogs
“Please stop telling that same story,” Elizabeth Bernstein begs in the Life & Arts section of the Wall Street Journal. Storytelling is supposed to be a bonding experience, she says, because, when we share our personal narratives, we disclose something about our values, our history, and our outlook on life. But the bonding benefits of storytelling only work if you’re good at it, she warns, and many of us aren’t. We simply tell tales we’re told before, tales that don’t have a point.

Bernstein offers some valuable “advice from the experts”:

  1. Have a point (the details of the story must convey the reason you’re sharing this story).
  2. Flesh out the characters in the story.
  3. Disclose something about yourself.
  4. Build tension.
  5. If you’ve told the story before, explain why you’re repeating it now.

As a professional blog content creator and trainer in corporate writing, I think storytelling is a perfect vehicle for blogging. While blog marketing can be designed to “win search”, once the searchers have arrived, what needs winning is their hearts, and that is precisely what content writers can achieve best through storytelling. The point? Showing why you are passionate about delivering your service or products to customers and clients.

The characters in the stories? They can be the people delivering the product and service, or they can be customers – what problems did they have that you helped solve? What funny things happened to them, to their kids, to their pets that relate to your product or service? Creating compelling business blog content can – and should – incorporate both people storytelling and product storytelling. In terms of disclosing, I recommend including anecdotes about customers, employees, or friends who accomplished things against all odds. That shifts the focus to the people side of your business, highlights the relationship aspects of your practice, plant, or shop.

To reach the point of building trust, there must first be some sort of “tension” or issue. Talking about industry issues and your strong opinion about those is a good path towards building trust through your business blog. Sharing your own failures helps others, Beccy Freebody writes. In business blogs, true stories about mistakes and struggles overcome are very humanizing, creating feelings of empathy and admiration for the entrepreneurs or practitioners who overcame the effects of their own errors. Award-winning sales training expert Tim Roberts agrees, saying there are two skills needed for an effective inquiry conversation with prospects: vulnerability and transparency.

Good business blogs, of course, offer valuable information to online readers. But, the fact is, people want to do business with real people. Blog stories, not the same old, same old story, but the ongoing story of you, your people, and the people you serve. 

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