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The 9 Types of Essays You Meet in the Blogosphere

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9 types of essays in blogs

“Your college compositions will like take one of the following formats, ”Quick Access” authors advise students. The same list of 9 might apply to us business blog content writers, I couldn’t help thinking.

1.  Illustration essay – “Just as in a visual illustration, a written illustration shows the reader something or illustrates a point.” Beginning with a startling statistic is certainly one tactic blog writers can use to bring a point to the forefront of readers’ minds, then illustrating that point with specific examples.

2.  Narrative essay – A narrative is any type of story, and good ones should contain some dialogue and sensory details. Stories of all kinds – case studies, customer testimonials, famous incidents from the news, Hollywood, folklore – you name it) help personalize your blog post.

3.  Descriptive essay – The writer creates a picture for the reader, using close observation. Basic information about your business, material you’ve presented again and again in earlier business blog posts, can assume new power when you relate that content to different sounds, sights, or smells.

4.  Process essay – This essay explains how something happened or how something works.  There’s no end to the technical information available to consumers on the Internet, but as business blog content writers, we can help readers absorb, buy into, and use that information. How-to blog posts engage readers while establishing business owners and practitioners as knowledgeable in their fields. It might well be that, teaching is the new selling!

5.  Definition essay – A word or term is defined by using examples, descriptions, comparisons, or contrasts. Sometimes, in corporate blogging training, I ask writers to make zany comparisons: Online searchers almost certainly lack expert knowledge in your field. That makes it difficult for them to judge if your prices are fair, how experienced you are relative to your peers, and where you “place” in the big “scheme” of products and services.

6.  Comparison-contrast essay – The writer explains the similarities and differences between two things. Compare-and-contrast is one of several structures we blog writers can use to help customers and prospects derive the greatest use out of the information we’re presenting. Use what they know, comparing your ”new” solution to traditional “old” solutions to the problem your company solves. Compare unfamiliar things to things with which readers are already comfortable.

7.  Classification essay – The writer puts things into groups of related objects, with the purpose being to break down larger groups of things into smaller components. Collecting information from different sources and organizing that information so that it is more understandable to our readers plays a big part in creating value through a blog.

8.  Cause and effect essay – A cause is the reason why something happens – the effect is the result of that cause. Consumers reading a blog post are not trained in whatever the company’s specialty is, and could understandably misunderstand the significance of the data presented, and the advice and the intent behind it. Clarifying the best way to address certain problems is one important function of business blogs.

9.  Persuasive essay – The writer is trying to convince the reader that his or her own opinion is valid. In blogs, you want to be perceived as a Subject Matter Expert offering usable information and insights rather than as a salesperson. The blog content itself constitutes a persuasive Call to Action! 

Are you using all the 9 essays as you  create content for the blogosphere?

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The Long and the Short of Business Blog Writing

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“So which is better for you: long or short content?” Rob Marsh asks on copyhackers.com.

The short of it as per Forbes.com: “Write short, pithy posts.  After 750 words – or sometimes after only half that – you risk losing your readers’ attention”.

The long of it as per Buffer:  “Posts longer than 2,500 words received more than twice the social shares of posts less than 2,500 words long.”

But, forget long vs. short. What do people actually read? March asks. An easy way to “fatten up” your thin content is to make it longer, but should you, he wonders. In other words, what do human beings prefer?  According to the Medium.com data lab, the optimal posts take the average reader seven minutes to read.

To succeed with longer content, you have to use your WORDS, March cautions.

W –well researched, with examples and case studies
There’s a privilege to blogging, I always tell content writers, and that privilege comes with a duty we have to offer usable, high-quality, well-researched content, presented in quality fashion.  Our online readers have a right to expect no less.

O – outstanding, triggering an emotional response.
At Say It For You, I tell blog content writers that one reason I prefer first and second person writing in business blog posts over third person “reporting” is that I believe people tend to buy when they see themselves in the picture and when can they relate emotionally to the person bringing them the message.

R – regularly posted
Recency and frequency are crucial. Once-in-a-while blogging just doesn’t do the trick, even if it’s high-quality stuff.  To satisfy a search engine, your blog material must be updated frequently, and I mean very frequently.  It seems that when it comes to blogging for business, search engines are saying, “Never mind what you’ve done. What have you done for me lately?”

D – designed to encourage reading
A scannable, easy-on-the-eye layout, with subheads, bolding, graphics, and paragraph breaks ,keeps readers’ attention.

S – substantive – important and covering the subject in depth
Blog posts that demonstrate a high degree of expertise backed by solid research, plus a very high degree of focus, give readers a sense that paying attention longer is “worthwhile”.

Smaller Targets, Better Hits in Blogging for Business

So which is better for you? At Say it For You, my own motto over the years has been this:

Make blog posts as long as they need to be to get the point across, but not a single sentence longer!

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Shedding Shame in Business Blog Marketing

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blog marketing

 

Have you ever asked someone to “pardon your tartle?” Tartle is actually the Scottish term for the kind of “brain freeze” you get while introducing someone because you’ve forgotten their name.” Helping readers avoid (and, if necessary, deal with) awkward and embarrassing situations is one valuable service business owners and practitioners can offer through their blog content.

“A learning culture (in an organization) is often open to employees failing, considering it a part of growth,” writes Bill Howatt in theglobeandmail.com. In blog content writing, it’s important to reassure readers that they have come to the right place to arm themselves with the information they need to perform well, but that on the other hand, they are not expected to do things perfectly right “out of.the gate”. Your products, your services, and your advice will help them get the job done and avoid the faux pas they fear.

“The web is one big network of advice,” writes Rebecca Haden in Haden Interactive. “After all, she says, “people come online either to play or to get information”. There’s a difference between valuable information and a diagnosis, Haden cautions, particularly when it comes to medical information online. Yet modern consumers like to be informed and they will go online for it, and you’d like them to find that information at your website rather than elsewhere, she observes.

“We are constantly on the lookout to see what other people think about us. When we think that people are evaluating us negatively, our sense of self takes a huge hit,” a study by John Jay College professor Joshua Clegg showed. By showing that you’re able to handle the discomfort and move on, you will minimize the effect on the way others view you, Clegg advises.

“Tips and tricks to…..” are popular with blog readers, making them feel “armed” and prepared to handle the situation. In fact, one point I’ve consistently stressed in these Say It For You blog content writing tutorials is how important it is to provide valuable information to readers, while avoiding any hint of “hard sell”.  Well, providing tips and helpful hints may very well be the perfect tactic for accomplishing that very goal. Readers who feel empowered to “shed shame” and cope with awkward situations are readers who are likely to feel loyal. 

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Business Blog Marketing – Explaining When the Cows Come Home

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old sayings in blog content

When exactly do “the cows come home”? And who was the first person to “steal someone’s thunder?” Who would ever put a cat in a bag? Writing in Reader’s Digest, Jacopo Della Quercia shares the history of several colorful expressions that are part of the English language, but which have “lost the connection to their delightful origins”.

For us business blog content writers, “delightful origins: can be a tool for livening up blog posts designed to market a business or a professional practice. In fact, I teach at Say It For You, history has an important place in blogs. “History-of-our-company” background stories have a humanizing effect, engaging readers and creating feelings of empathy for business owners or practitioners who overcame adversity or at least extricated themselves from a “pickle”.

What’s more, I have a pet theory about the kind of trivia Della Quercia is presenting in the Reader’s Digest piece: I think our curiosity is most intense when we’re testing our own knowledge. We’ve all heard the colorful English expressions he’s talking about, we all use them, but now that he’s brought them up, we realize we have no idea where they came from.

It’s fascinating to realize that cows were often milked in their barns at night, making that task one of the last ones on a farmer’s list. People used to sell piglets tied in bags, but a shady dealer might swap the piglet for a less expensive animal, such as a cat. 18th century dramatist invented a device to simulate the sound of thunder for his plays – and a rival dramatist copied the method for a production of Macbeth.

From a blog marketing standpoint, the expression “the cold shoulder”, which might have originally meant serving a guest a cold shoulder of mutton (an inexpensive, undesirable dish) to get rid of him, could be incorporated into a blog on etiquette – or on fashion (“cold shoulders” are all the rage). The expression “Till the cows come home” could be used in a message about a provider’s prompt service. Several of the other sayings Della Quercia mentions can also be useful – I can see “Blood is thicker than water” being used in a blog post about estate planning or business succession planning.

Della Quercia writes about “the surprising sources of great sayings’> As writers, we need to be on constant alert for surprising sources of great blog content!

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Business Blog Title Tongue-Twisting on Purpose

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alliteration

 

Remember the two old tongue-twisters “Peter Piper picked a peck of pickled peppers” and “She sells seashells by the seashore”? Those two sentences are actually extreme examples of a creative writing technique called alliteration, in which you repeat the same letter or sound at the start of nearby words.

A couple of years ago at Say It For You, I began calling attention to the idea of using alliteration in business blog titles with an eye to making them more “catchy”. You see, it’s one thing to write great content, and quite another to get it read and ranked, as Corey Wainright of Hubspot reminds us.

Apparently, alliteration is a good idea not only for blog posts, but for magazine content as well. The other day, reading through this month’s issue of Fortune, I noticed many examples of alliteration in article titles:

Turning Travel Time into Quality Time is about private aviation company Wheels Up.
Critical Condition is a piece about a “botched acquisition by Pfizer”.
How to Connect with Tomorrow’s Customer is a piece about a “botched acquisition by Pfizer”.
Facebook’s Fix-It Team is about the company’s efforts to purge hate speech and criminal activity from its site.
Make Your Business “Sense” Smarter and More Self-Aware is about microelectronic sensors.
An article about Mattel is titled Barbie’s Diversity Dance.
A congressman from California is pushing an Internet Bill of Rights; the write-up is titled Man in the Middle.
An ad for Botox® is headed The Details Make the Difference.
The toy company Bird is featured in a piece called America’s Scooter Showdown.

“It is important to note that alliteration is about the sounds of words, not the letters; therefore, the letters “k” and “c” can be used alliteratively (as in  kitchen and cookie), as well as the letters “s” and “c” (as in sparkle and  cycle),” ereadingworksheets.com explains.  The words don’t need to be directly next to each other in the sentence or stanza to be considered alliterative, the website explains, but a good guideline to follow is whether you can detect the repetition of sound when you read the line aloud.

“Have some fun with alliteration,” Hubspot advises in “Foolproof Formula.” Why? “It’s a device that makes something a little lovelier to read, and that can have a subtle but strong impact on your reader.” Making a subtle but strong impact on readers? That’s precisely what our work at Say It For You is all about!

 

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