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Describing Simply in Content Marketing

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“If you understand something but can describe it only in complex or jargony language, you’ll reach just the subset of people with expertise in the topic,” Frances X. Frei and Anne Morriss write in Harvard Business Review. Instead, they advise corporate leaders, “When your organization needs to make a big change, stories will help you convey why it needs to transform but also what the future will look like in specific, vivid terms.”

The authors go on to detail four steps involved in moving the constituents to take positive action. Each of these, I find, is applicable to content marketing through blogs.

1. Acknowledge the good parts of your history.
As 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 admiration for business owners or practitioners.

2. Reckon with the not-so-good parts of your history.
Publishing content about past failures can actually prove to be a success, with the stories eliciting feelings of empathy and admiration by readers for entrepreneurs who recognize their own missteps.

3. Provide a clear and compelling mandate going forward.
At Say It For You, we know that, when searchers arrive at your blog, they already have an interest in (and probably some core knowledge about) your subject. Blog marketing reality is that, in order to move searchers to the next step, you need to “prove your case” with statistics showing you know a lot about the problem you’re proposing to solve, and that your and your staff have the experience, training, and degrees needed to solve that problem.

4. Get into the “weeds” of your plan with specific recommendations.
Smart buyers want clear, specific recommendations that tie back to solving those problems.. Since, other than the clues offered through the words searchers have chosen to type into the search bar, their individual needs are as yet unknown to you, include anecdotes as examples of common issues that have been solved using your products and expertise.

Blog marketing is all about describing – the past, the problem, the solutions – simply!

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Clear Explanations Beat Vague Cultural Allusions

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“Even if you’re not a man of words, you probably agree that plumbing slogans can make a huge difference in advertising your business and attracting customers,” Or Rozenberg writes in Workiz.com. Among the examples Rozenberg offers are “Let us do your dirty work”, “Don’t let your money go down the drain”, and “Got a leak? We’ll take a peek!”. Good plumbing slogans, he says, are memorable, with the “kind of rhythm that gets stuck in your head”.

So far, so great, I thought – good content marketing advice. I appreciated “making the flow go” and caught the reference to “all systems go” in “all cisterns go.” But, when I got to “Because a good flush beats a full house”, I got lost. (Call me old fashioned, but the only card games I know are euchre and gin rummy, and I just didn’t understand the play on words.)

Interesting – almost seven years ago, in this Say It For You blog, I cautioned: “Know your reader when using allusions in business blogs.” It’s not that allusions themselves aren’t useful. In fact, they can:

  • get readers thinking about your subject in a new way
  • get a point across without going into a lengthy explanation
  • cement a bond between writer and readers based on shared experiences and
    knowledge

However, if a reader doesn’t know the underlying story, literary tale, or other reference point (just as I don’t know poker), the result is frustration, not illumination. It’s as if the writer expects the reader to possess certain knowledge and grasp its importance and – well some just don’t. I get it – you want to liven up your blog content. But be reasonably certain that the reference is obvious and that your target readers are likely to be familiar with the concept you’re trying to convey (among other things, we as content writers need to gauge our readers’ level of education).

Whether or not you’re in the plumbing business, be careful when using allusions. After all, the last thing you want is for your online visitors’ interest and trust in you “go down the drain”!

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Using “Did-You-Knows” to Suggest “Don’t-You-Wants?”

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Did you know that a) Asia is bigger than the moon? b) Alaska is the westernmost, easternmost, and northernmost state in the U.S.? c) Maine is the closest state to Africa? These are just three of the “facts that will change how you look at the world“.

As a blog content writer, I find seemingly “useless” tidbits of information extraordinarily useful for capturing readers’ interest, adding variety and fun. But much more than that, I teach at Say It For You, tidbits can be used to: 1. describe your way of doing business 2. clarify the way one of your products works 3.explain why a service you provide is particularly effective in solving a problem 4. Debunk myths about your business or profession.

For all these reasons, in corporate blogging training sessions, I often recommend including interesting tidbits on topics related to your business (or, if you’re a freelance blog content writer, related to the client’s business). If you can provide information most readers wouldn’t be likely to know, so much the better, because that information helps engage online readers’ interest.

The big caveat, however, when using tidbits and unusual facts is that the information has to be tied to the readers’ problem or need. Why does the business owner or practitioner care about the information? Why will the info potentially make a difference to readers? The secret is creating a clear thought path from the fascinating facts to the benefits online readers stand to gain.

For example, a travel agency blog might use the fact that Maine is the state closest to Africa to promote a tour of Quoddy Head Light, a quaint Maine lighthouse located at the easternmost point of the United States.

A travel agency might also spark interest in travel to Asia using that tidbit about the continent being bigger than the moon. But there could be marketing power in that fact for other enterprises as well. Because the brain perceives the moon as being farther away when it is high in the sky and closer when it is near the horizon, appearing larger when viewed through trees or buildings, Krisztian Komandi blogs in medium.com about the influence of optical illusions on business decisions. A fashion blog can explain how certain fabric cuts make the waist appear more chiseled.

A little-known fact can become the jumping-off point for blog marketing content.

 

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Blogging About Other Ways to Reach the Goal

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“The MFA (Masters of Fine Arts) is just one of many ways to develop voice and skill as a writer,” Emma Komos-Hrobsky explains in Poets and Writers Magazine. In fact, the author goes on to name no fewer than 21 educational opportunities in the form of writing classes and seminars offered by organizations around the country.

“There’s one common mistake we often make when it comes to setting goals,” James Clear writes in blog.idonethis.com: We set a timeline, but not a schedule. “We need to focus on the practice, not the performance,” he adds.

How do these lessons about reaching a goal apply to content writing? “If you’ve ever googled instructions for how to perform a specific task, then you know the importance of high-quality how-to content,’ Julia McCory writes in seachengineland.com. By giving them content that’s actually helpful, you prove your expertise and building trust and affinity with your readers, McCory explains.

However, she cautions, it’s important to realize that a teaching mindset is entirely different from an information-sharing, entertaining, or analytical mindset. To be successful, you need to:

  • use detailed explanations
  • give step-by-step instructions
  • offer lots of examples
  • put yourself in the readers’ shoes

    At Say It For You, we’re always conscious that readers of our business or practice owners’ blog posts have many alternatives from which to choose. For a health coach focusing on weight loss, for example, potential clients might choose diet meal delivery, cosmetic “fat freezing” procedures, or personal trainers. One of the main challenges of content marketing is differentiating the product or service from alternative choices open to the prospect.

While the Poets and Writers Magazine article is valuable is that it reassures readers that a number of viable educational avenues exist, one point I often stress in blogging training sessions is that you need to do more than present a list of alternatives; it’s important that you voice an opinion, a slant, on the information you’re serving up for readers.

By all means, blog about alternative ways to reach a goal, but, by suggesting questions readers can ask themselves when choosing among many options, you can help them arrive, on their own, at the conclusion that the solution you’re marketing is the optimal choice.

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Staying Afloat – Key Web Changes for Business Resilience

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In the fast-changing world of business, your website could be your secret weapon for survival and prosperity. By focusing on a few critical web-based tweaks, your business can remain agile and robust even when the economic climate gets tough. The key lies in ensuring that your digital face to the world stays both functional and appealing. In this article, we delve into seven essential changes to make on your website that can help your business navigate rough waters.

Ensure Your Site is User-Friendly

Nobody likes a complicated website. Making your website’s menu and categories as clear and straightforward as possible ensures that users can easily find what they’re looking for. It’s equally important to ensure that your website functions well on mobile devices, as a significant amount of traffic comes from smartphones and tablets.

Quicken the Loading Speed

A slow-loading website can be a business killer. To enhance the speed of your site, consider compressing your images and eliminating redundant plugins that slow things down. Investing in a reputable hosting service can also go a long way in reducing downtime and increasing loading speed, which in turn keeps potential customers engaged.

Master the Art of SEO

Improving your website’s SEO is crucial for attracting more visitors. To get started, identify keywords that are pertinent to your business and are often searched for by potential customers. Once you’ve selected your keywords, integrate them seamlessly into your website’s metadata, headers, and throughout the content. This will improve your chances of being visible on search engines, thus drawing more traffic to your site.

Utilize AI and Automation

Automation can be a real lifesaver in hectic times. Consider setting up automated responses for common customer inquiries to lighten your team’s workload. Moreover, generative AI can help create personalized content that captures the user’s interest. AI-driven tools can even assist in auto-generating articles or personalized marketing messages, saving you time and money. Check this out to learn more about AI and automation.

Create Captivating Content

While SEO can draw people to your website, the content keeps them there. Aim for content that is not just engaging but also provides value to the reader. Keep your blog and product listings fresh by updating them regularly. Fresh content not only improves SEO but also establishes your business as a thought leader in your field, encouraging repeat visits and customer loyalty. When you’re ready to take your content marketing to the next level, Say It For You offers top-quality, professional content creation services tailored to your business needs.

Affordably Revamp Your Logo

Marketing doesn’t have to burn a hole in your pocket. Online platforms offer various advertising options that are affordable and effective. If you’re looking for a quick facelift, consider designing a new text logo to stand out. Free templates are available to help you create logos and other branding materials without breaking the bank.

Improve Checkout

If your business sells products, integrating an online store into your website is almost a necessity. However, you must make the shopping experience as effortless as possible. This involves not just an intuitive interface but also a secure and easy-to-use checkout process. Making it convenient for customers to complete their purchases is likely to boost sales and encourage repeat business.

 

Incorporating these seven web enhancements can give your business the flexibility and resilience it needs to succeed in a fluctuating market. A well-tuned website is more than just a virtual storefront; it’s a customer magnet and a stabilizing force for your business. By staying ahead of the curve and continually refining your online strategy by taking steps like introducing automation and AI and revamping your logo, your website will prove to be a priceless asset during hard times.

This guest post  was contributed by Seth Murphy.

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