Posts

The Power of Blogging on Paper

/0 Comments/in , /by

notes on paper
Paper can be our valuable ally when our mission is learning something, the authors of Mental Floss magazine explain – in fact, we “get empowered by taking notes on paper,” as many scientific studies prove.

Interestingly, while the blog posts that I and my Say It For You writers create are meant to be read online, there are some valuable tips in this article about note-taking that can be used to organize business blog content.

Mental Floss describes three basic methods for taking handwritten notes – the Outline Method, the Cornell Note-taking System, and the Mapping Method. Each can be used in formatting informative blog posts to make them more engaging and easier for readers to understand.

The Outline Method
This method uses topic titles, followed by indented subtopics (either numbered or with bullet points.

The Cornell Method
This method uses a chart-like method, with each page divided into two columns with one row at the bottom. Students would use the larger right-hand area to record notes, then later add questions and comments of their own in the left-hand column, with an overall summary in the bottom section.

The Mapping Method
This system is nonlinear, with the main topic inside a bubble, and spider legs that lead to secondary thoughts or sources.

As a business blogger, I’m kind of partial to bullet points, and from what I’ve been told, Google and other search engines like them, too. Online searchers who have found our blog posts, remember, aren’t getting the information out of our mouths; we have only our written words, with perhaps some charts or pictures, to engage their attention. The fact that lists and bullet points are generally a good fit for blogs is something I have always stressed in corporate blogging training sessions. What I’ve found over the years is that lists help keep both readers and writers on track.

The “mapping method”, I think, can be adapted for blog series, where you’re exploring different aspects of the same topic in a group of three to four posts. A recent series for a hospital supply corporation blog, for example, offered four different blog posts about bariatric surgery, each of which emphasized one aspect of the topic, The first discussed all the preparation needed on the part of both the patient and the family members leading up to the surgery. Another post compared different methods being used in bariatrics; a third post discussed the psychological aspects of this type of life-changing surgery.

Each blog post, of course, is meant to be shared online. But for us blog content writers, we can get empowered as we plan by taking notes on paper.

Facebooktwitterredditlinkedintumblrmail

Writing Blogs in the Shower

/0 Comments/in , /by

creative blogging
Everybody knows it – our best ideas come to us in the shower. But why is that? Mental Floss explains that “you’re more likely to have a creative epiphany when you’re doing something monotonous like showering”. Since monotonous daily routines don’t require much thought, the authors explain, your brain flips to autopilot and the prefrontal cortex is activated; you’re able to make creative connections that your conscious mind would have dismissed. What’s more, since most of us shower in the morning or at night when we’re most tired, we’re at our creative peak, the journal Thinking and Reasoning tells us.

But is business blog writing supposed to be creative? Yes, indeed. Creative writing is any form of writing which is written with the creativity of mind. Nonfiction writing can be creative says, says writerstreasure.com, if the purpose is to express something, whether it be feelings, thoughts, or emotions.

The question author Malcolm Gladwell gets asked most often just happens to be the same I’m most often asked when offering corporate blogging training sessions: “Where do you get your ideas?” the trick, Gladwell explains, is to “convince yourself that everyone and everything has a story to tell.”

Continually coming up with fresh content to inform, educate, and entertain readers – well, that’s a pretty tall order for busy business owners and employees, and it’s a pretty tall order even for us professional content writers. 

At Say It For You, I’m constantly on the prowl for blogging ideas that I and my team of content writers can “store up” in preparation for those days when ideas just don’t seem to present themselves. In fact, I’ve found over the last ten years of working with business owners and professional practitioners, just about all of them can think of quite a number of things they want to convey about their products, their professional services, their industry, and their customer service standards. Yet, their biggest fear seems to be running out of blog content writing ideas.

Actually, I realized early on, it’s not that business owners (or the freelance blog writers they employ) don’t have enough ideas – it’s that those ideas need to be developed!  Where the creativity comes in is that in writing about the same few central themes, those themes need to be developed into fresh, interesting, and engaging content.

Next time your creativity seems to have hit the proverbial brick wall – just try blog writing in the shower!

Facebooktwitterredditlinkedintumblrmail

Start a Blog Conversation About Soda

/0 Comments/in , /by

small companies

 

If you’re a big brand like Coke or SunChips, your brand is being talked about and you need to address the topic head-on, and only then spread out to more general conversation, says Gary Vaynerchuk in his book The Thank You Economy. On the other hand, he points out, if you’re Sally’s Orange Soda and no one’s talking about you, you need to do the reverse, meaning that you create a general soda conversation first.

Since most of the business owners and professional practitioners for whom we Say it For You writers are creating content fall closer to the Sally’s Orange Soda end of the spectrum, I found this Vaynerchuk observation particularly apropos.

Kevin Phillips of Impactbnd.com has some good ideas for business blog topics that fall into the “general conversation” category, including:

  • comparisons and pros and cons
  • how-tos and tutorials
  • classifications
  • laws and regulations
  • myths and misconceptions

What starting general conversation topics for blogs does not mean, Phillips is quick to explain, is providing amusing, interesting material that has nothing to do with your company’s field of expertise. The important things, he learned, are 1 .answering the questions the audience is asking and 2. asking yourself what the root problem is that your products and services help solve.

An interesting tidbit of information can form the nucleus for a “general conversation” provided that

a) the new information relates to something with which readers are already familiar

b) your reason for including that information in your past is readily apparent.

Suggesting new ways of thinking about things with which readers are already familiar makes for good general conversation fodder as well.

At some point, content writers must remember, all that “general conversation” about soda needs to lead back to Sally’s Orange Soda, positioning that small company as the “go-to” place for information and services.

If you’re a giant, you can start the blog conversation with you, is Vaynerchuk’s message. If you’re Sally, start a more general, informational conversation, but bring the readers “back home”.

 

Facebooktwitterredditlinkedintumblrmail

Blog to Show Both Sides of an Issue

/0 Comments/in , , /by
  • 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.

Facebooktwitterredditlinkedintumblrmail

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

/0 Comments/in , , /by
  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.

Facebooktwitterredditlinkedintumblrmail