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New Year Resolutions for Blog Content Writers

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BLOG CONTENT

 

During the holidays, at least here in America, we seem to be “into” list-making. From shopping lists to Santa’s twice-checked  list, we now culminate the series with lists of New Year’s resolutions.

Looking back at the past year of offering Say It For You business blogging assistance, I found several simple lists I used to help readers come up with ideas for corporate blog posts:

1. Things consumers are likely to type into the search bar that could bring them to your blog:

  • Their need
  • Their problem
  • Their idea of the solution to their problem
  • A question
  • 2. Calls to action to include in titles and If-you-click-on-this-link promises, such as:
  • This link will lead you to a blog post that explains how to obtain more of something desirable
  • This link will lead you to a blog post that explains how to obtain less of an undesirable effect
  • This link will explain why one popular idea is falseMake a list of your own of content pieces that that might:

    …engage the interest of online readers who have found your blog post
    …provide valuable information to them?
    …clarify what you have to offer to fulfill their needs

    Hard to believe, our little content writing company, Say It For You, just celebrated its tenth New Year’s! Our content, now some 35,000 unique writing selections strong, may be found in clients’ corporate brochures and on their website pages, in press releases, “nurturing emails” and Facebook posts. Primarily, though, our pieces populate the blogosphere.

    In 2018, our “listicle” of wishes for you include:

  • Personal success
  • Business success
  • Good health
  • Lots of old friends
  • Scores of new ones
  • Superb SEO results

A YEAR OF GREAT BLOGGING!

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Why “Blog” and “Glob” are Antigrams

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blog/glob

When most people talk of anagrams, the Book of Random Oddities explains, they mean words that can have their letters rearranged to make other words, such as “bat” and “tab”. In the world of recreational wordplay, though, an anagram is a rearrangement of the letters in a word, phrase, or sentence to make a new word, phrase, or sentence that refers to or defines the original in some way.” The authors offer a few examples:

  • dormitory/ dirty room
  • greyhound/ “Hey, dog – run!”
  •  angered/ enraged
  • the eyes/ they see
  • snooze alarms/ alas, no more z’s

Antigrams unlike anagrams, the authors explain, “beg to differ”.  Antigrams are phrases that can be anagrammed into something that means or implies its opposite. Examples include:

  •  funeral/ real fun
  •  filled/ ill-fed
  • astronomers/ no more stars

As a blog content writer and trainer, I couldn’t help adding one to the list:  blog/ glob.

One message per post is the mantra I pass on to newbie Indianapolis blog writers.  Each post, I teach in corporate blogging training sessions, should contain a razor-sharp focus on just one story, one idea, one aspect of the business or practice. “Stuffing” too much content in a blog creates a “glob” that strains readers’ attention span.

The focus of a single blog post might be:

  • Busting one myth common among consumers
  • One testimonial from a user of your product or service
  • One special application for your product
  • One common problem your service helps solve
  • One new development in your industry

On the other hand, a single business blog post can convey a sense of forward movement through linking to another page, or even by telling readers to watch for information on another product, service, or “how-to” in a coming blog post.

Don’t turn your blog into a glob!

 

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Add a Little “Why” to Your Business Blog Content

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When speaker Todd Hunt saw a sign in his health club reading:

“Please Do Not Pour Water on the Sauna Rocks”

Hunt’s first thought, he relates, was “I’ll pour water on the rocks if I want to.  Nobody tells me what to do!” But after spotting the second line of copy on the sign, Hunt changed his tune:

“Our system is not built for water.”

“Oh, now I understand,” he thought.  Hunt reminds his audiences to always add “why” statements to make statements more customer-friendly.

The same concept of “explaining why” is used in training parents, teachers, and caregivers of children with behavior challenges to used “scripted stories”. Here’s an example:

:.
I like to run. It is fun to go fast.
It’s okay to run when I am playing outside.
I can run when I am on the playground.
Sometimes I feel like running, but it is dangerous to run when I am inside.
Running inside could hurt me or other people.
When people are inside, they walk.
Walking inside is safe.

In the case of the sauna and the behaviorally challenged children, the purpose was to prevent action (pouring water or running).  But in marketing, calls to action (CTAs) often use imperative verbs designed to provoke immediate positive action: find out more, call now, provide contact information, etc. The concept, Horner explains in “Writing a Better Call to Action”, is to show consumers how to take the next step and to create a sense of urgency around the offer.

Just as Todd Hunt intuited about the power of explaining why in sign copy, searchers who’ve found themselves at your blog want to know why they ought to keep reading/follow your advice/buy your products and services. Answering the “why’s” before they’re asked overcomes buyers’ natural skepticism.

Prospects actually need answers to five “why’s”:

1. Why me?  Why did you target this particular market (the one represented by this potential buyer)?
2. Why you (the author)? What is our expertise and experience?  Why do we care?
3. Why this (the offer) What are the specific solutions you provide?
4. Why now (the urgency)
5. Why this price (the value)

Adding “why” makes blog content statements more customer-friendly!

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Recovering and Recycling Business Blog Content

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In addition to being a vehicle for attracting new customers, content created in the form of blogs can be useful in other ways. “While content marketing may be the trend du jour, content isn’t just for marketing,” explains Erin Nelson of contently.com. Last year,Nelson points out, GE used content to educate union employees on an upcoming labor contract vote. Vox uses content as a recruitment tool for designers and engineers.

In fact, “you don’t have to create content day in and day out. You just have to work on getting the content you already have in the hands of more people,” as Kevan Lee of Buffer Social reminds marketers.

“I still remember the days when you had to go to the library or track down the phone number of an expert to get some questions answers.  Now you just ask Google, visit Q&A sites, or tweet the question, and almost instantly get answers,” Dan Steiner of the Content Marketing Institute wryly observes. Blogs, Steiner points out, are instant sources of up-to-date information.

Here are just a few Say It For You ideas for re-purposing blog post content:

  1. Groups of blog posts can be re-purposed into e-newsletters, helping you “touch” past customers and prospects, and keep you top-of-mind with them.
  2. When your own clients and customers ask you questions, save them the search – simply email them a link to the post in your “blog library” that most directly answers their question or concern.
  3. Send an email with a full text of a former post to a selected group of prospects and/or clients, asking them to share their experience with the issue or solution that post covers. You might call it “Does this work?”
  4. Post a shortened version of a blog post on Facebook, soliciting comments.
  5. Update “old” content to fit in with new laws, new situations, new trends. (In fact, the most important target of a blog post “recycle” might be YOU.  Does that advice you offered three years ago still apply? How has your own thinking changed since then?

Recovering and recycling, even re-using business blog content –  is the smart way to go!

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People-to-People Blogging for Business

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Skimming through my now-pretty-extensive collection of business books, I came across Hollywood producer Peter Guber’s book Tell to Win.  Guber thinks storytelling is a professional discipline, and in the book he examines the way people use stories to do business.

As a professional blog content creator and trainer in corporate writing, I think that what Guber calls a “purposeful story” describes a perfect vehicle for blogging. Guber himself ties storytelling to salesmanship, saying that the goal of your story must be to show what’s in it for the listeners (readers, in the case of blogs) – the audience must win.

While marketing blogs should be designed to “win search” (from an SEO standpoint), once the searchers have arrived, what needs winning is their hearts, and that is precisely what content writers can achieve best through storytelling.

Tim Nudd of Adweek.com agrees.  “The more compelling, clever, insightful or entertaining the stories are, the better your chance of engaging the viewer and delivering a memorable brand message,” he states.

So where do those compelling, insightful, and entertaining stories come from? Start with the business owners. Why did you choose to do what you do? What are you most passionate about in delivering your service to customers and clients?  What are you trying to add to or change about your industry?  Your customers have stories. 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?

“It’s so simple, it’s embarrassing,” Peter Fuber says.  “You, the storyteller, must first know what your own intention is and then be transparent about it to establish trust.” People shop for product, sure.  But – and this is as true today as ever, Guber points out – people want to do business with people!

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